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Principles of Marketing

Term Project Presentationon

Wednesday, April 13, 201

Presented To :

Mr. Naveed Ilyas

Presented By:

Abdul Khaliq 9205 Mujtaba Sheriff - 8885 Rana Talal Zahid -11663 Muhammad Saleh 11847 Margaret Gomes INSTITUE OF BUSINESS MANAGEMENT - IoBM 8451

ENGROVisionFormerly Engro Chemical Pakistan Limited

"To be the premier Pakistani enterprise with a global reach, passionately pursuing value creation for all stakeholders. " About Engro CorpIn 2010, Engro Chemical Pakistan Limited announced a change in its name to 'Engro Corporation Limited (ECL)', as part of the Company's conversion into a single Holding, Company Structure. Engro Corp has been formed in the interest of better managing and overseeing businesses of subsidiaries and affiliates that are currently part of Engro's capital investments. A significant part of this change is the demerger and transfer of Engros expanding fertilizer business into a separate wholly owned Engro Fertilizers Engro Fertilizers Limited. subsidiary, named and all other Engro Companies that are currently part of Engros capital investments will fall under the umbrella of the new holding Company. Engro Corp will be one of Pakistans largest conglomerates, with diversified lines of business, fertilizer, foods, power & energy, PVC resin, chemical INSTITUE OF BUSINESS MANAGEMENT - IoBM storage & handling, industrial automation and trading.

ENGROFrom Esso Pakistan Fertilizer Limited in 1965 to Engro Corporation Limited in 2010 A journey of success! The last 45 years of Engro's presence have seen many ups and downs. The story of our success starts from Esso, and continues to the present form of Engro Corp. In 2010 they cross a major milestone in their journey on the road to corporate success, a journey during which they have transformed their selves into Pakistan's largest conglomerate. Their ambition is to become a beacon of light for Pakistan's economic growth, to show the world the possibilities offered by this nation of highly capable and innovative people. INSTITUE OF BUSINESS MANAGEMENT - IoBM

Products & ServicesOur wide spectrum of products and services clearly shows the diversity in our businesses, each one designed to make life better for our customers .

ENGRO

Fertilizers Engro Fertilizers Limited (EFert)

a specific product line that focuses on balanced crop nutrition and higher yield for the farmer

Power Generation Engro Powergen Limited (EPL)Incorporated to undertake Engros entry into the Energy & Power Sector

Foods Engro Foods Limited (EFL)State of the art dairy processing INSTITUE OF BUSINESS MANAGEMENT - IoBM plants

Products & ServicesChemical Handling & Stroage Engro Vopak Terminal Limited (EVTL)A state of the art jetty and terminal at Port Qasim, Karachi for handling and storage of LPG and bulk liquid chemicals

ENGRO

Industrial Automation AvanceonProviding process control solutions to industrial units and management software solutions

PVC Resin Engro Polymer & Chemicals Limited (EPCL)A synthetic resin, composed of repeating units of vinyl chloride. It is very versatile and is used in a wide variety of productsINSTITUE OF BUSINESS MANAGEMENT - IoBM

Introduction Omore was launched by Engro Foods in April 6, 2009 . Ice cream factory located at Sahiwal. The ice cream was launched in eight cities and towns. Started the brand with 24 different formats and flavors.

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Introduction Lack of cold storage facilities and proximity factory were reason for slow start. Fully automatic ice cream manufacturing facility. Ice cream factorys average operating capacity is 50,000 liters per day and more than 4.5 million liters of dairy ice cream a year.INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived Value OMORE customer gets most value out of the cost they incurred with wide verities and new flavors of the product .

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Customer Perceived ValueCostumer cost includes: Time cost: OMORE cycle saves customers time of going to shop and buy ice-cream. It can easily accessible at your door step without wasting time

Monetary cost: OMOREs price starts with Rs. 5- Rs. 10 for individual packing and Rs 80 onwards for family packs.INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived ValueCostumer cost includes: Psychic cost: OMORE hype was already created when they initially launched in Lahore where as Karachi people were eager to get hold on the OMORE taste.

Energy cost: OMORE is reachable by anyone anywhere so no extra energy cost incurred to get OMORE.INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived ValueCustomer value includes: Image value: OMORE is all about colors, energy, fun and happiness for all age group. Their motto is to find love and happiness in every small thing. Personnel value: OMORE carts riders are very supportive and helpful in decision making of purchase of OMORE ice cream. INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived ValueCustomer value includes: Service value: OMORE sales people are always there to help their customers in shops, malls, and road shows etc.

Product value: OMORE has variety of flavors in very affordable price they even introduced few new flavors which attract people to eat ice cream. INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived ValueCritical Analysis & Recommendations OMORE customers are very satisfied with the ice-creams taste, availability and the image they carry after eating it. OMORE has invested huge on the advertisement campaigns both in Lahore and Karachi which has changed the buying behavior of ice-cream eater and has resulted into higher sales as compared to other competitors. But still in our opinion, OMORE should remain consistent with the quality and quantity they are currently offering to customer else customer has the alternatives available.

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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BUSINESS BUYER BEHAVIOROMOREs Buying Behavior

High InvolvementSignificant Differences among Brands Few differences between Brands Complex Buying Behaviour Dissonance reducing Buying behaviour

Low InvolvementVariety Seeking Behaviour Habitual Buying Behaviour

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BUSINESS BUYER BEHAVIORBuying Decision Process

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BUSINESS BUYER BEHAVIOR Need Recognition Purchase Decision

Post Purchase Behav

Information SearchAlternate Evaluation:

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BUSINESS BUYER BEHAVIORCritical Analysis & Recommendations OMORE consumers do not search for extensive information and selects a brand on the basis of brand familiarity; Advertising holds a great importance to make sure customers are familiar with the brand. Reminder Advertising should be frequently done through different mediums of communications The buying behavior decision also change due to extensive information received, extensive promotional activities, and trial of the productINSTITUE OF BUSINESS MANAGEMENT - IoBM

BUSINESS BUYER BEHAVIORCritical Analysis & Recommendations

OMORE has very strong concepts, creative visuals and catchy jingle which have pulled the consumers to buy the product. Other then this, OMORE cart is also one of the causes of the buying decision behavior as they can purchase ice-cream on their go without much hassle As consumers tend to switch products more often in this case, OMORE should also focus on shelf occupancy (freezer placement) and make sure shopkeepers doesnt stock other brands in OMORE freezers.INSTITUE OF BUSINESS MANAGEMENT - IoBM

SEGMENTATION The ice-cream sector shows a market that has Clustered preferences that is the consumers have similar preferences. They want ice-cream to be tasty, have variety, reasonable price and good for health. Keeping these things in mind OMORE market has been segmented. Geographic Region of the country: Pakistan Major cities like Karachi, Lahore Urban or rural: UrbanINSTITUE OF BUSINESS MANAGEMENT - IoBM

SEGMENTATIONDemographic Age: 6-11, 12-19, 20 34, 35 + Gender: Male / Female Family size: 1-2, 3-4, 5+ Family Life cycle: Kids, Youth, Adult, Elder Income: 8,000-14,000, 15,000-25,000, 25,000 and above Occupation: Student, Housewife, Professionals Psychographic Social class: Upper Lowers, Working Class, Middle Class, Upper-Middle class Lifestyle type: Happy-go-lucky Personality type: Trendy, Hiphop, Fun lovingINSTITUE OF BUSINESS MANAGEMENT - IoBM

SEGMENTATIONBehavioral Occasions: Regular Occasions / Special Occasions Benefits: Quality, Quantity Availability Status: First time users, Regular user, Potential User Loyalty Status: Value of Money and Variety User: Medium Readiness stage: Interested in exploring new flavors (intend to buy) Attitude towards product: Enthusiastic, Positive and Satisfied

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TARGETINGMarket segmentation reveals the OMORE market segmentation opportunities. Now company evaluate various segments and decide how many and which segment it can serve best. Selecting Target Market Segmentation: OMORE is using undifferentiated marketing in which they appeal to largest number of buyers by focusing on common needs rather then targeting to small categories.INSTITUE OF BUSINESS MANAGEMENT - IoBM

TARGETINGChoosing a Target Marketing Strategy