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‡ Engro Foods (Pvt) Limited (EFL) was ë
 ë 
 as part of a
diversification process at the Engro Group. The 

ë

  
ë land, has the  reception  


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ë ë
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ë  ë The !ë

 "#$ and it provides direct
ë ë

%people.
‡
Olper¶s Milk, company¶s first brand was  ë &
$ 


ë of the country simultaneously with ' ë( ë 'ëand  
brands. Since they successfully launched one other brand ³' ´
flavored milk in three flavors.
‡ Engro Food's  
ë ë
ëë
 ë  
ë
  ë and its aim is to dominate the food business.
‡ Engro Foods has entered the Food business through milk processing and
its help to implement sustainable business models that  ë ëë( 


 and develop a positive social and business climate.
 ?
 





 

‡ Pakistan is largest milk producer in the world with
an annual production of 35 billion liters of milk for
human consumption.
‡ The gross production is much higher as around
20 per cent of the production is consumed .
‡ It also boasts of having approximately 66 million
of dairy animals with some pride breeds of buffalo
and cow comparable to the world's best species.
‡ There are more than 8 million dairy farming
households in the country, which are engaged in
the milk business in an informal economy
substandard feeding malnutrition of animals (poor
nutrition).
&)*+,-'./)'010./'0&,)'0

2$
$23 4

 
 
32%
'-/5 6-',-'./)'0 /'0&,2)'0 6 ,,-'./)'0 /'0&,2)'0 6-',-'./)'0 /'0&,2)'0

Total 39,596 31,970 40,872 32,996 42,199 34,064

Cow 13,407 10,726 13,913 11,130 14,437 11,550
Buffalo 24,723 19,779 25,465 20,372 26,239 20,991
Sheep 34 34 35 35 35 35
Goat 664 664 682 682 700 700
Camel 767 767 77 77 787 787
K

? 
‡ Our vision is to become a fast expanding mega Foods
Company. To achieve our vision, the company will
initially focus on dairy by investing a substantial
amount in plant, milk collection capability and
marketing. We are making concrete efforts to expand
in and beyond Pakistan; through strategic international
alliances, to eventually become global.
Œ








‡ Olper¶s segments the market keeping some basic things

in mind like milk to be white, carefully processed,and
good for health and bones.

.ë 

‡ Olper¶s products are not bounded to any

particular age, gender or lifecycle stage. The
brand is meant for all the users in higher upper
or middle class families.
Œ








,  

‡On the basis of psychographic factors such as

personality traits, lifestyles and values and who are
goal-oriented and focused on their careers, Olper¶s
show the beliefs of healthy life with processed milk.
7ë8

‡Olper¶s products have been segmented on the

basis of benefits that consumers seek in the milk
like drinking to tea & they can whiteners as well to
feed for their animals.

 

‡ Positioning involves designing the product and image
that will occupy a distinctive place in the minds of the
customers & target market as well.
‡ Packaging & product features e.g. low fat , whiteners ,
etc. of all Olper¶s milk brands.
‡ positioned for all purpose milk that is meant for everyone
those who live life to the fullest, hence & healthy.

16*)05

*

 
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0ë

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Œ
 

Strength

Opportu
Œ

Weakness
nity 

Threats
Œ
 

ë 

‡ 7 506-'9 so ENGRO foods can easily afford research and
development cost. It can also distribute the brand through better channels
because of its long term relationship with distributors in the agriculture
sector.

‡ ,-
ë :trong & long term relationship with farmers who are
willing to supply milk to the company.

‡ , 
8ëë  ë
ë : In first year, EFL crossed 1.4 billion

sales which shows customers¶ satisfaction upon EFL¶s products.

‡ 
  ë; 
ë ë : Hired various global research

partners like AC Nielsen, Mindshare etc and Mars marketing for strong
research about launched products.

‡ 26ë ë
 ,
: Third-generation UHT milk plant in the country ,

Plant in Central Punjab (Sahiwal) with an investment of Rs. 2 billion (US $
33 million).
Œ
 
=ë ë ë
‡ 'ë</:Olwell ad which is based on Western life style. Failed
to analyze in Pakistan, where practicing Muslims reside and
Ignoring the ethics, religious beliefs and cultural values.

‡ &ë
 ;

 
:EFL¶s 34 out of 40 milk-

collection centers are located in Punjab & one processing plant in
Sukkhur (Sindh) so its increases in collection & distribution costs in
the terms of travelling etc.

‡ 0  
:EFL¶s brand portfolio still consists of just 3

products i.e. Olper¶s Milk, Olwell Milk and Olper¶s Cream Whilst their
competitors e.g. Nestle and Haleeb Foods have many brands in
dairy product line.
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Tarang Whitener Milk,

‡ Launched on September, 2006, Trang is a whitener milk epically
processed for Tea purpose.
‡ Packed in 6-layered Tetra Pak Brick Aseptic Multicolored packaging
with easy-to-open plastic cap, it comes with a 3 months shelf life.

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