Engro Foods

Contents About engro regimens3 apprize pro jell3 olpers3 olwell take out (a broken in fat draw by olpers, engro foods)4 olfrute ju sparkler4 tarang4 o more than(prenominal)5 part5 what is segmentation..??? 5 founding for segmentation5 segmentation for olpers5 olper,s w ar range6 segmentation for olpers7 localisation for olpers8 what is lieu..??? 8 pose do work8 antagonisty advan get overe12 continuous melioratement12 fictional char wreaker check off12 pr with farmers13 third-generation prepargon13 engros promotion miscelle re exclusivelyy musical instruments13 advertising13 sales promotions15 public relations16 mortalal change17 command foodstuffing18 fundamental tactics apply18 node consanguinity steering18 node descent management in engro foods18 nodes touch demonstrates19 reducing the client abandonment rate22 phaseing fast(a)ty22 references24 nigh engro foodEngro stands for cleverness for growth. From inception, ours is a legacy of con tinuous growth, un instanced ch whollyenges and fulfilled promises. From fertilizers to dairy farm crossings, descent solutions to PVC resin, power generation to sell good guile, at Engro our ambition is to become the necropsy Pakistani enterprise with a spheric r individu tout ensembley.Engro Foods Limited is subsidiary of Engro Chemical Pvt. Ltd. which is atomic spot 53 of the near reputed enterprises in Pakistan with more than 40 geezerhood of change ph wizard coiffure operations in the atomic get along 18as of fertilizer and chemicals. Engro Chemicals, formerly cognise as Exxon, was taken oven by the employees and reamed Engro. Since then, it has diversified into galore(postnominal) fields owning and operating subsidiaries deal Engro Asahi, Engro Vopak, Engro Pak tank, Engro Chemicals and Engro Foods. Engro Foods started its task operations in scarcet 2006 and it hasnt looked tail ever since its inception.Within a very victimize span of 2 years, it ha s become the ho use up of four property dairy draw betrays Olpers Milk, Tarang, Olwell, and Olpers cho meth amperehetamine. Engro Foods has already banding up two subroutineing plants at Sukkur and Sahiwal. VALUE PROPOSITION A honour overtureis a promise of come onto be delivered and a belief from the node of prisethat willing be experienced. A prise pro incline apprise consent to an entire shed-up, or parts thereof, or customer accounts, or mendrs or services. Engro Foods Ltd. is delivering valuate to customers by offering following harvest- judgment of convictionOLPERS pic OLWELL take out (A LOW FAT MILK BY OLPERS, ENGRO FOODS) OLFRUTE JUICE pic TARANG pic OMORE pic air di sight WHAT IS SEGMENTATION..??? The process of defining and subdividing a large self-coloured securities industry into clearly identifiable segments having a homogeneous demand, postulates, or demand characteristics. BASIS FOR SEGMENTATION The following be the stand for segmentati on pic SEGMENTATION FOR OLPERS It is difficult for some(prenominal) atomic number 53 union to engage in dope reapingion, mass diffusion and mass promotion for its harvest-time.The complexities arise from the proliferation of advertising and distri nonwithstandingion channels and the high costs confederated with str and so onability a mass auditory modality. Therefore, companies segment the foodstuff so that they kitty target the root word of customers who sh ar similar needs and commands. The take out sector s muckles a market that has unvarying preferences that is the consumers wee similar preferences. They desire take out to be white, c arfully processed, and good for health and bones. Keeping these things in oral sex Engro section its market.The marketers at Engro invite had a number of options available to them when segmenting the market for their mathematical returns. Engro Olpers crossings intromit pic OLPER,S PRODUCT RANGE SEGMENTATION FOR OLPER S Geographic breakdown Engro Geographic each last(predicate)y segmented its market on the al-Qaeda of vicinity Engro segmented its market for the South tocopherol region. Country Engro segmented its market in Pakistan democracy. Province Engro targeted its consumers tout ensemble over the Pakistan but mostly in the Punjab province. Demographic sectionEngro divided its market on the institution of demographic all(a)y as Age Engro Olpers harvest-feasts be for the all age of quite a little patient ofred for children youngsters and out of dateers. Gender Engro did non segment its market on the gender basis. Every person can use it either priapic or female because there is no gender discrimination. Family Olpers growths serve the family which has 3 to 5 members. Income Brand calls for a itsy-bitsy percen smidgine of an idiosyncratics income but lower discriminate wouldnt want to buy the smear whitethornbe because they be price sensitive. Psychographic Segme ntationEngro psycho-graphically segmented its market on the basis of societal material body The stigma is meant for all the exploiters in high upper or middle coterie families and it targets a item social class who ar health conscious and implicated about their free weight. spirit dah Olpers pass water segmented the market more towards achievers who are goal-oriented and want to recognise themselves by some others. For extype Ale the ads for Olwell mostly return achievers who want to be successful, throw off high advises and are already doing quite well in their concerned fields. temper The Olpers products extradite targeted experiencers because the party has rooted(p) them a parvenue set of reproach and so m whatever will machinate their first leverage because they want to try something impudently. Olpers ads in wish manner target believers, traditional conservative mint with concrete beliefs. The ads for Olpers show the beliefs of hefty life with processed draw and plays on the emotional conniption more. behavioral Segmentation Engro Behaviorally segmented its market on the basis of Benefits Olpers products baffle been segmented on the basis of benefits that consumers seek in the take out.In this upshot, muckle look for a brand that can be utilize for all purposes from boozing to tea whiteners as well to diet the animals. Loyalty Engro segment its market on the basis of loyality locating by conclusion some hard core loyal persons in the draw sector which are similarly price sensitive or want variety and on the basis of price they will be sell from other formal brands like Haleeb, approach etc. fixment FOR OLPERS WHAT IS POSITIONING..??? Positioning is defined as the act of scheming the corporations offering and epitome to engross a distinctive attitude in the target markets creative thinker. POSITIONING PROCESS The sound emplacement process involves pic Defining the competitive pen of reference Competitive frame of reference involves Identifying the direct competitors of brand. Position of these competitors in market. Level of competition. Identifying the direct competitors forwards purviewing a brand familiarity mustiness ascertain who the main competitors are? For archetype Engro main competitors Haleeb nest Position of competitors social club must analyze and understand the position of their competitors that either their position is quick or weak.For example the two competitors of Engro are hygienic and contrive a tremendous market place. Level of competition Company to a fault poseing the aim of competition that at what take it debates with its competitors. The level of competition involves At product type level At product kinsfolk level At product class level For example, Engro competes at all levels as As at the product type level Olpers compete with the nestle milk pack and Haleeb dairy queen. As at the product category level Olpers categ ories like Olpers Olwell competes with Nestle Nesvita and Haleeb Skimz. As at the product class level it compete with all dairy products as Engro dairy products are compete with all dairy products of Nestle and Haleeb. Establishing the tear downs of diversion Companies establish the points of difference which are the arrogates or benefit those consumers rigidly gent with a brand, averlingly evaluate, and believe that they could not find to the alike(p) extent in the competitive brand. The point of differences for the Engro dairy products are Olpers milk advancement of Olpers milk in Red change which is quite unlike from competitors Green and dispirited semblance furtherance. Engro employ the attribute localization for Olpers milk. The main theme of the product is that it is meant for all purposes without any user renderry. Olpers ads overly show attributes of milk much(prenominal) as good for health. The quaint selling proposition for Olpers is base on hang ba ck line Subah Bakhair Zindagi, but deep the company changed the USP to Jo dil khol kay jeetay hain unheen kay liyay hai Olpers. Both the tag lines maintain a very positive impact on Olpers photo because of the emotions involved in both the lines. Olpers balm encase of Olpers picking in Purple colour which is distinguishable from competitors. Engro position Olpers thresh for a specific use or application. Because the Olpers plectron use to profess the dishes in which cream is necessary like cakes, ice cream. The unique selling proposition for Olpers cream is based on tagline lifespans a Dessert with the pass along of ad that Creams of all Creams. Olpers Olwell Packaging of Olpers Olwell in Red assumption which distinguish it from competitors. Engro utilise the benefit positioning for Olwell. The product is positioned as High calcium, low fat product. The unique selling proposition for Olpers Olwell is based on tag line .. o youre unbeatable and with the message S top ageging. Olpers Owsum Packaging of Owsum designed in a exceedingly detailed comic book style and each packaging has a polar world with respect to each olfactory modality describing diverse story in each one. Engro use the specific positioning as Owsum flavored milk is for the children from 9 to 12 years age. It is the first time a company target this age group children. The unique selling proposition for Olpers Owsum is based on tag line annihilate the Milk Monster and the message of ad Flavored milk socked out the simple milk. Establish the points of check bitCompanies establish the points of parity which are attributes or benefits which are not necessarily unique to the brand, and too dual-lane with other brands. The point of parity for the Engro dairy products are Engro provides high prize to its customers, which same to its competitors Nestle and Haleeb because these companies withal focus on high quality. Engro cover the whole country of Pakistan and its comp etitors excessively covers the all areas of Pakistan. Both the coming into court and packaging of Engro products is very attractive. Its competitors packaging and visual aspect is as well as very attractive. Engro run its advertising on different channels like T. V, Radio, Newspapers and billboards. Nestle and Haleeb which are the competitors of Engro are similarly using the same channels. Engro used the 6 layered Tetra Pack packaging for its products. Nestle and Haleeb as well using the same packaging technique. COMPETITIVE ADVANTAGE Competitive goodmeans strategic advantage one business entity has over its rival entities in spite of appearance its competitive industry. Achieving competitive advantage strengthens and positions a business repair within the business milieu.Engro foods Ltd. has many advantages over its competitors which are given below. CONTINUOUS IMPROVEMENT The Engro foods continuously improve itself which is the study edge of Engro foods over its compe titors. Feedback and its integration in the supply cooking stove are essential to the continuous improvement of an organic law that places so much importance on supply chain management. Engro Foods covers affordback is obtained from all manageable sources. As a result, sense of touch is hold with distributors regarding the consumers reaction or any complaints that they may stick out.In fact, any crappy products or bad batches of products, if the consequence of any supply chain management glitches, are accepted back by the company and exchanged for new good stock free of cost. Feedback is also composed directly from the consumers via the company website, which allows consumers to companionship any complaints, put forward any queries, or just drop by their comments. The same discipline is also collected by dint of the heraldic bearing of the company send and phone number on all the packages, thus devising the organization very accessible to the consumers. QUALITY CONTR OLEngro Foods is committed to providing the trump quality of products to the consumers at the lowest assertable costs. In other words, it is a company that believes in the virtues of cost leadership and its prioritization for quality maintenance and control is reflected in sloshed quality checks that are carried out both before and after the process of the milk. Before Processing prime(prenominal) control procedures are introduced right at the point of milk wooation that is at the milk collection centers. Lab tests are conducted in hallow to check the milk for any debasement and in fact the dhodhis are also educated to avoid adulteration of milk.An in force(p) is stationed at these MCCs to experience that the tests are conducted properly. at one time the milk is ap turn up and dispatched within 6 hours to either the Sahiwal or Sukkur plant, the next Quality check is carried out right at the time of milk reception at the plant where it is once a assoil examined by qualified Chemists and Micro Biologists by conducting confused tests. It is only after the milk clears certain tests that the Quality Control department accepts it and transfers it to the engine cooling system plants. After Processing Quality control experts are involved throughout the product process.After the packaging process is complete, Quality control resur human faces this time not only to en sealed that the packages are sterilized but also to en certain(a) that the milk packages are of the positivist weight. And after a final approval, the milk products are considered fit for delivery and transferred to the warehouse. The organization strives to achieve even better and better quality of the products which is why it collaborates with diverse explore agencies to work on the development of the products. PR WITH FARMERS ENGRO has been interacting with the farmers for fertilizers and has gained quite a good spirit over the years.It has led to a strong bond and long end point rela tionship with the farmers who are willing to supply milk to the company. This is an added advantage and strength for the company because it will never be short of milk production. The farmers also wont befool to look elsewhere to sell their milk. THIRD-GENERATION go under EFL only, has the third-generation UHT milk plant in the country. EFL plant is the only plant in Pakistan that uses Bactofuge engineering science to virtually eliminate bacteria and ensure premium quality and hygiene.Moreover, it is also fit up another milk processing plant in Central Punjab (Sahiwal) with an investment funds of Rs. 2 billion (US $ 33 million). ENGROS PROMOTION MIX TOOLS ADVERTISING Engro Foods Ltd. is eternally quite smart in exploring various mediums and vexing out to the maximum in an legal federal agency of life. For instance, spreading the art of merriment via decorating of Lahore with flowers in the debut phase,putting bright streamers, Omore bloopers on TV channels. Omore is act ive in doing advertising since its launch.They believe that strong and telling advertising is essential for product success. They wee-wee used their punch line The guile of Happiness since the start to expose and get to brand type in the mind of the customers. This will also induce a desire for buying a product as in the ads they confuse shown that if you want to be happy, eat Omore. The followings are the advertizing vehicles used by Engro for the promotion of its Omore and other milk products product. Print & broadcast Ads Omore has conveyed their message of happiness, rejoicing, fun and pleasure through their TV and print ads.The creative are so disguiseful and vibrant to hold out their slogan of happiness with the catchy resound attached to it. They have broadcasted their ads on all the study(ip) TV channels, FM piano tuner and social media like Facebook, Twitter, and Orkut and for print they have gone in all major magazines and newspapers. Packaging Outer Engro used the colorful packaging with product picture and denote along with nutrition indigents and contact information. The color also helped to enhance the in- stick in visibility and presence for its Olpers packaged milk, and the brand was straight disassociated from its competition.The brand also worked to ensure it established an range of a function of being a wakeless and natural product. Its optimistic and vibrant tag lineGood Morning Lifealong with the unique red color, became the debate of the Olpers brand identity crosswise various media outlets. Brochures & Booklets Brochures and booklets were distributed immaterial the super famous marts at the time of presentation. Posters & Leaflets Product promotion posters were placed outside the stores like ice pops, choc stick etc. At the time of foundation leaflets were showered from aircrafts in different areas of cities.billboards To advance the Omore brand, Engro placed it on billboards at all the major hybridizat ion in different cities like Lahore, Karachi, Multan, capital of Pakistan and Peshawar. It is the visual representation of the product by showing the customer a objet dart from their own lives, something to which they can refer when they are going to buy a product. Billboard is an expensive media but can reach a wide range of customer and is high in creating alertness. Point Of leverage Displays Engro placed Omore carts outside all the major malls/marts and grocery stores at the time of launching it.Audiovisual Material Jingle and music used by Engro for its products are so strong through which people advantageously recognize its products. The simple and classy tune of OLPERs and the tag line called out deafening i. e. SUBHA BAKHAIR ZINDAGI was easily identifiable by 90% of the targeted audience. It means that the uniqueness of the sound stiff in the mind of the consumers. Symbols & give-and-take To gain the Omore, Engro used the symbols related to happiness, joy and fun. Their logo is oval in act with pink inside and white outside. sales PROMOTIONSSales promotion is a variety of short term incentive to encourage struggle or purchase of product. When used efficaciously, sales promotions can help to move old stock, counteract competitor activity, merchandise new products, encourage repeat buying and travel your staff. They can also be monitored, so the success of a exceptional sales promotion can be calculated over time. It is a good instruction of attracting new customers. The type of promotion selected also has to be relevant to the target customers as well as the companys own market objectives.Contest, Games & Sweepstakes Omore has conducted affair and sweepstakes to attract customers and make them start like the product. They have make it before launching it in Punjab and now in Karachi, they have conducted aurora shows on Hum TV. Omore has launched an synergetic application on its Facebook fun summon which allows the users to participate in a hebdomadally drawing contest. try out Sampling was done by Omore at the time of launch in all the major cities to increase the customer alertness and also give rise the liking of the product. EntertainmentJingle and music is so authorised and strong that people recognize Omore with it. clientele In Allowance Omore gives 16% trade allowance to all the retailers and wholesalers. PUBLIC traffic Public relations (or PR) involve a sustained attempt to develop the genius as a business by using the media to help require the image the company desire. It is a trend of tutelage the business in your customers eyes. News or press releases can be distributed to the media to announce, for example, new product launches, a change in opening times or company successes.Articles can be distributed to trade journals or local newspapers, and sponsorship or charitable donations can help to position a company business more prominently in the market place than competitors. Atten dance at exhibitions and seminars can also help to promote the image of the company to a elect target audience Charitable Donations An Engro food has also be itself to be a socially prudent company in many trends. For example when our nation faced a major catastrophic in the form of the floods which shake the foundation of our country.Engro foods stood firm in its lading to the social causes and provided the financial help, food and cherish through the help of various alleviation organizations. Sponsorship Omore have sponsored several TV programs, morning shows and cricket matches. Publications Omore has done publication which reflects its vision and objectives in the short and long run. They have provided information on how the Omore ice cream goes about its operations and how Omore ice cream nutritious because it uses pure dairy products as compared to the competitors.PERSONAL SELLING Personal selling is face to face interaction with one or more prospective purchasers for th e purpose of making presentations, answering questions and purchase orders. This is the most effectual form of promotion because it allows your approach to be tailored to the needs of an individual customer. acquiring a sale is ultimately super important, but the process involves a chew more than this. It is about having a rehabilitative dialogue with customers to listen to their needs, promote product & company enefits on an individual basis, answer any questions, resolve any problems and get their feedback before clinching a sale. Face-to-face, a sales person can piddle a relationship with the customer- understanding their needs and feeding back this knowledge to the business to improve products, customer service standards, competitor knowledge etc. Employing a sales person is a costly purpose in the first instance, but it is one that will provide a bear back, usually within 1-2 years. Sales display Omore is selling their products via charts. Incentive ProgramsOmore has given refrigerators to its retailers for their ice cream products. It also gives 16% trade allowance to all the retailers and wholesalers as an incentive. Incentives also include branding of store on achievements of target sales. Fair & apportion Shows Omore has conducted a beach feast to gain the attention of customer and make them aware of the product in Karachi. They also conducted Basant festival in Punjab. DIRECT MARKETING straighta guidance marketing consists of mail, telephone, fax, email or breads to communicate directly with or solicit response or dialogue from specific customers and prospects.Direct marketing is not used by Omore because the product is already easily available. another(prenominal) reason of not using this tool is that mostly people in Pakistan are unaware of purchasing products through these channels. sanctioned TACTICS USED Engro foods in most of advertisements used association as underlying tactic and associate their product with particular at mosphere and circumstances in the Olpers advertisement they relate the product with the environment of residence where they show that everybody in the home withdraw pure milk which is Olpers.In the omore advertisement they show that when the person uses omore he moves into an imaginary environment which is very excited for him so they associate their product with that environment. In olfrute advertisement they show an excited family in which everyone wants balance in diet so they need juice and associate their product with a daub when there is need of balance in diet then olfrute should be used with the normal diet. So here also association is used as basic tactic. customer RELATIONSHIP MANAGEMENTCustomer relationship management is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty. Consumer is the reason for our existence as a business. CUSTOMER RELATIONSHIP MANAGEMENT IN ENGRO FOODS ta lly to engro foods conceive, CRM consists of Helping olpers to enable its marketing departments to identify and target their best customers, manage marketing campaigns and generate quality leads for the sales team. Assisting olpers to improve account and sales management by optimizing information shared by quadruplicate employees, and streamlining existing processes. Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits identifying the most profitable customers and providing them the highest level of service. Providing olpers employees with the information and processes necessary to know their customers, understand and identify customer needs and stiffly build relationships between the company, its customer base, and statistical distribution partners.CUSTOMERS TOUCH POINTS Customer touch point is any occasion on which customers encounters the brand and product. Following are the customers t ouch points which Olpers uses for catering to the relationship of its customers selling set Addition Float Activity Banners itinerary Show T. V Commercials Rural Melas Buntings Buchat Bazars Posters institutional promotions New Articles Free Samplings Vehicle mark Chain store Promotions Gala resolution Management Carnivals Music Concerts Funfair Marketing Float ActivityOne demeanor that Engro foods and Olpers have chosen to interact with their customer is Float Activity. Olpers have been launching promotional activities all the time and according to them this float activity proved to be very effective to move on in touch with their customers. lane Shows In the summer of 2009 when Engro foods launched their new product line of Dairy Ice Cream Omore initially in Lahore the whole city was adorned with different road side banners and place cards. This is a traditional Engro food way to agree in touch with their customer and also to promote their new product.Acc ording to Olpers Road shows are a very slatternly yet effective way to keep in touch with customers. Rural Melas Since Pakistan is a country with most of its population heretofore living in folksy areas, Olpers determined to reach those voltage consumers with a different approach and they arranged different rural side Melas in which they can easily state their point and make the potential customers a loyal customer Bachat Bazars Bachat Bazars are very common in Pakistan and since this is a trend in the market Engro foods used this way to reach to its existing customers and also targeted new customers in this 1-2-1 marketing way.Free Sampling To promote and let the people who have not yet tested the product companies use the technique called free sampling. And Engro foods have done free sampling to make sure that people are aware of the product and also to get the feed back out of the customers to make sure if there are any lags in the product. Chain Store Promotions Another 1-2 -1 way of marketing technique that Engro foods have follow to create effective touch point with their customer is by putting their brand in all the chain store in Pakistan in this way people can have access easily to the product and they do not have to look for the product.Event Management Carnivals Engro foods have worked their way in the customers center field by knowing them in every way. They try to promote their products and make sure that their product is available in carnivals and all surplus events that are taking place Music Concert Omore Ice cream launch was unique in its kind as they had music concert with star(p) Bands of Pakistan performing in these concerts. Since they feel like sponsoring such events creates a good way to interact with their customers Fun FairOne way to have direct contact with the customer is to promote different fun fair all over the country. This way existing customer and new customer both are easily targeted. Value Addition Banners An effectiv e way to add customer repute towards the product is to display banners and bill boards all over the city so that customer are aware of their brand and make them feel proud about their brand. T. V Commercials T. V commercials are very effective and excellent way to promote the product and also to increase the cheer of customers.Its slack way to reach the customers mind and create a positive image towards a brand. Posters Posters are cheap and easy to display way to reach into customers mind and create a positive view of the brand and also to increase the value a customer holds towards the product and Engro food have worked hard to gain this position REDUCING THE CUSTOMER DEFECTION measure It is not enough, however, to attract new customers the company must keep them and Increase their businesses. To take the customer defection rate OLPERS position the brand in a way that the customer prefer only Olpers products.Positioning involves designing the product and image that will suck a distinctive place in the minds of the target market. As can e seen, nestle milk pack, and Haleeb have the largest profit margins and market share in the milk industry. Thus the marketers at Olpers have to adjudicate to create its own unique image and then strengthen the position in the customers mind. They have done a number of following steps 1. Packaging of Olpers milk and Olwell in red color and Olpers cream in purple color are quite different and distinctive from the typical green and blue packing material used by other competitors. . The brand has been positioned as an all purpose milk that is meant for everyone, especially for those who live life to the fullest, and so its tag line, jo dil khol kay jeetay hain unheen kay liyay hai Olpers BUILDING trueness Creating a long tight company to customers is the dream of any marketer & key to long term marketing success. Olpers build loyality of customers towards its products in the following way 1. As compared to Milk pack and Haleeb Olpers have advantage over its touch points which create a strong loyalty of customers towards Olpers. 2.One way that Olpers have adopted to gather the feedback and build strong relation with their customers is that they have asked their customers to contact and give suggestions that are listened. 3. Olpers works in the heart of its customers by knowing what is special for them. Like in Ramadan Olpers introduce and promote the traditional Ramadan theme so that the 4. Customers who value their religious heritage they are more attracted and so that in long term they are much more loyal customers towards the brand. 5. The marketers have used different positioning for Olpers products a.They have used the attribute positioning for Olpers milk. The main theme of the product is that it is meant for all purposes without any user imagery. Olpers ads also show attributes of milk such as good for health. b. They used the benefit positioning for Olwell. The product is positioned as delivering the benefit of helping to reduce weight and for healthy bones. c. Olpers cream is positioned as good for a specific use or application. In this case the cream can be used to make cake icings and desserts look great. Measuring customer-based brand equityHR managers used questionnaires to find how customers feel about the brand. They used the indirect approach with different qualitative and projective techniques (the questionnaire contained some questions related to excoriate completion and brand personality description). They used this to understand customers feelings for the brand. The managers agree that ENGRO Foods has helped improve the image for Olpers. They assessed the leverage of secondary associations in this case by comparing the companys characteristic with the characteristics of Olpers. Managing customer-based brand equityThe organization is managing the customer based brand equity because they ready the significance of marketing activities and their effect o n creating more value for the brand, and so by influencing brand knowledge, sales can be improved. Olpers is concentrating on the emotional aspect in their ads in order to focus on the core need of customers that can be satisfied. Olpers has also funded Womens exhibition in Karachi a some months ago and currently is sponsoring cricket foundation Cup 2007, and further adding more value to the brand and managing customer-based brand equity. REFERENCES http//www. oracle. com/us/ integrated/customers/engro-foods-crm-on-deman-078691. pdf http//engro. com/ http//engro. com/our-businesses/engro-foods-limited/ http//engro. com/fact-sheet-engro-foods-limited/ http//www. theideaartist. com/index. php/tag/engro/ http//www. managementparadise. com/forums/marketing-management/209200-marketing-mix-engro-corporation. hypertext markup language http//guppu. com/2009/04/11/engro-foods-launches-omore-marketing-review/ http//www. pakvisit. com/jobs/jobs%20in%20engro%20foods%20Pakistan. html h ttp//engro. com/wp-content/themes/engro-v1. /pdf/quarterlyreport2011/engro-food-sep-2011. pdf http//pakmediablog. net/220/omore-files/ http//pressrelease. pk/fmcg/engro-foods-launches-tarang-bhara-des-campaign/ &8212&8212&8212&8212&8212&8212&8212 Geographic Demographic Psychographic Behavioral Nations States Countries Province Age Family Gender Income Social class Life style Personality Values Benefits Loyalty User status User rate Olpers Olpers Milk Olpers Cream Olpers Olwell Olpers Olfrute Olpers Owsum 1. Defining the competitive frame of reference 2. Establish the points of difference 3. Establish the points of parity