ENGRO Foods History

Engro Foods (EFOODS) is one of the top FMCG companies in Pakistan. The company was
created under the umbrella of Engro Corporation in 2005. It is a publicly traded company and
listed at KSE. The company is engaged in the manufacturing, processing and marketing of dairy
products, ice cream, frozen desserts and fruit juices. It has established several brands that have
already become household names in Pakistan.
As a holding company its subsidiaries include:

Engro Fertilizers Limited

Engro Foods Limited

Engro Eximp Private Limited

Engro PowerGen Limited

Engro Polymers and Chemicals Limited

Engro Vopak Limited

Elengy Terminal Pakistan Limited

INDUSTRY REVIEW
Engro Foods (Pvt.) Limited (EFL) has been established in 2005 as part of a diversification
process at the Engro Group. The plant located at Sukkur on 23 acre land, has the raw milk
reception capability of 300,000 liters per day and UHT milk capacity of 200,000 liters per day.
The plant has been established at a cost of Rs. 1 billion which provides direct employment to 750
people.
Engro Foods has entered the Food business through milk processing and sale with the
companys vision to pursue growth opportunities based on country fundamentals and own
strength.
Engro Foods launched its first product with brand name OLPERS. At that time other
competitive products was widely available in market such as Nestle and Haleeb.
Olpers launch was, perhaps one of the most aggressive as far as processed liquid milk
(PLM) is
concerned, with TVCs, print ads, radio commercials, billboards and plenty of BTL (below the
line)activities including direct consumer and shop branding activities. Due to this aggressive
marketing campaign, the competition seems to be getting tougher. This can be gauged from the
fact that Nestle re-launched its product packaging and marketing campaign just before Olpers
launch. One can also a far greater number of milk advertising billboards in Multan city than seen
earlier like of Nirala, good milk and Nestle.

PRODUCTS/SERVICES/BRANDS BY THE ORGANIZATION

OLPERS

Olpers milk is EFLs standardized and homogenized pure UHT (Ultra heat
treated) milk with 3.5 %
fat and 8.9 % solid non-fats. It is EFLs premier brand, and the choice of qualityconscious consumers
who only go for the best. It is available in easy-to-open, 6-layered Tetra Pak Brick
Aseptic red
packaging and comes with a 3 months shelf life.
OLPERs LITE
The ideal low-fat, hi-calcium milk for adults who want to stay healthy, active
and fit
for life, Olper's Lite contains all the inherent nutrients of milk that can boost energy,
without the extra calories that cause weight gain.
OLPER Badam Zafran Milk
Specially for the children who run away from smell of traditional milk
EFL launched flavored milk.Inspired by the traditional flavors of badam, zafran and
rose, Olper's
Flavored milk caters to a diverse cross-section of consumers, with a penchant for
natural ingredients infused in rich, creamy and aromatic milk.
OLPERS CREAM

The cream of all creams, Olper's Cream is a rich, creamy delight that
has initiated a new trend not just amongst baking enthusiasts and
dessert makers, but also within conventional households, where it is
generously splurged over every-day food items as the primary
ingredient to enhance the culinary experience by transforming it into
a scrumptious creamy sensation.

DAIRY OMUNG & TARANG:

After successful launched of OLPERS brands EFL launched new brands

with name DAIRY TARANG & DAIRY OMUNG
While OMUNG DOBALA is the cream.
Sourced from pure milk, Dairy Omung is our wholesome all purpose dairy brand
that provides price and quality conscious consumers with a premium milk
product at an affordable price.
Pakistan's No. 1 tea-whitening brand, Tarang is a specialized tea creamer that
makes the perfect
cup of tea guaranteed to transport tea-lovers into a state of sheer bliss any time

of the day.

TARKA
Launched in 2005, Tarrka is EFL premium desi ghee distinct for its pure
flavor and rich aroma. A dash of Tarrka in your favorite cuisine is all it
takes to bring out the flavor of your food and leave you craving for more.

OMUNG LASSI

Engro Foods Launched fresh Lassi specially for the children And the people who are
living in the urban areas of the country.

JUICES AND NECTARS

heavenly nectars from Engro Foods
The launch of Olfrute beverages in 2010 is our first non-dairy initiative and a
major step forward towards diversifying product portfolio in high potential
markets.
A refreshing fruit beverage extracted from pure fruits to entice and delight even
the most discerning taste-buds, Olfrute juices are available in two SKUs of 1000 ml
and 200 ml and offer a wide assortment of exciting fruity flavors including red
grape, apple, guava, green cock-tail, mango, apricot
and orange to cater to a diverse spectrum of urban consumers.

ICE CREAM

Launched in 2009, Omor's scrumptious range of ice-cream and frozen

desserts are a glorious treat for everyone, be it children or adults.
With its rich, creamy taste, high nutrition content and wide-range of flavors and
formats, Omor is a
delectable ice-cream and frozen desserts brand that seeks to cater to a wide range
of consumer
groups and taste palettes.
Available in more than 30 SKUs including ice-lollies, tubs, bricks, cups, cones, and
sticks of different
sizes, Omor has become a household name across Pakistan.

MARKETING DEPARTMENT/FUNCTION

SELECT A BRAND

Marketing Mix,

Product

Olpers Milk
Launched on March 20, 2006, Olpers milk is EFLs standardized and
homogenized pure UHT (Ultra heat treated) milk with 3.5 % fat and 8.9 % solid
non-fats. It is EFLs premier brand, and the choice of quality-conscious
consumers who only go for the best. It is available in easy-to-open, 6-layered
Tetra Pak Brick Aseptic red packaging and comes with a 3 months shelf life.
Shipping Units
1 Litre (1000 ml ) : 12 packs per carton
Litre (500 ml) : 12 packs per shrink-wrapped tray
Litre (250 ml) : 27 packs per shrink-wrapped tray

Price
EFL IS pursuing the competitive pricing strategy for its products. In
competitive pricing the price of the product is determined considering the
price of major competitors like Nestle, Haleeb etc.

Placement & Distribution

According to Mr. Ali Akbar, Director Marketing EFL, in order to succeed, you should
always capitalize on your strengths and never on your competitors weakness!
Engro Foods did exactly that. They used their decades of PR with farmers and used
it to provide world-class supply-chain management for delivering the ultimate
quality milk in Pakistan. Having kicked off simultaneously in 20 cities across
Pakistan, the launch has been ambitious and currently Olpers is available in 80
cities across Pakistan.
Engro Foods Limited has its own dales and distribution network. EFL has
divided Pakistan into five regions for milk distribution namely: Karachi, Lahore,
Islamabad, Peshawar and Multan. Due to an appealing color scheme, which
stands out in the clutter and thanks to the EFLs strong relationship building
and special discounts to retail outlets, Olpers has gained a proper shelf
placement in the presence of competitors like Nestle and Haleeb.

Promotion & Advertising

Olpers launch was, perhaps one of the most aggressive as far as processed liquid
milk (PLM) is concerned, with TVCs, print ads, radio commercials, billboards and

plenty of BTL (below the line) activities including direct consumer and shop
branding activities. Due to this aggressive marketing campaign, the competition
seems to be getting tougher. This can be gauged from the fact that Nestle relaunched its product packaging and marketing campaign just before Olpers launch.
One can also a far greater number of milk advertising billboards in Multan city than
seen earlier like of Nirala, good milk and Nestle.
Olpers Milk
Media mix for Olpers milk includes TV, print, outdoor, radio & BTL activities. Olpers
considers radio still an effective medium because A & B house wives still listen to
the radio on a daily basis.

Promotional Mix