Around 45 years back from today, Mari Gas field was found out by Esso Mobil jv that resulted in the basis of Esso Pakistan that is now popularly known as Engro Company. Today it is one of the largest companies working in Pakistan with diversified operations which range from fertilizers to polymer and in addition has established itself in neuro-scientific dairy products with Engro Foods. As the web site says, "Engro stands for 'energy for growth'. From inception, ours is a legacy of ongoing growth, new challenges and fulfilled promises. From fertilizers to milk products, business answers to PVC resin, ability generation to product trade, at Engro our ambition is to become the top Pakistani business with a global reach. "
ENGRO FOODS:
After establishing its firm footing in the chemicals and fertilizers sector, Engro made a decision to try its destiny in the foodstuffs and developed a spin off by means of Engro Foods.
"Engro Foods Small was officially launched as a fully held subsidiary of Engro in 2004. Using dairy as a stepping stone to enter into the food business, the business has generated state-of-the-art processing models in Sukkur and Sahiwal, along with an glaciers cream production service in Sahiwal.
Top quality brands like Olper's, Olwell, Tarang, Omore and Owsum have been efficiently launched under the helm of Company's dairy products. To aid these brands and their highest specifications of quality, Engro Foods has spent heavily in milk processing and dairy collection infrastructure. " (Engro's website)
VISION:
"Engro Foods' perspective is "Elevating Consumer Pleasure Worldwide" and the Company aims to generate a significant part of its revenue from foreign businesses. "
SUCCESS OF OLPER'S:
Olpers has had an mind-boggling success ever since it entered the marketplace. It has become one of the leading brands in the dairy products industry. When Engro foods back 2006 made a decision to launch Olper's, experts were of the opinion that the brand would eventually are unsuccessful considering the fact that there were established brands like Haleeb and Nestle Milk Pak. However, by the finish of 2006, Olper's annual sales were of Rs. 1 billion and in 2008 the brand experienced 22% of the marketplace show of world's fourth greatest dairy producing country. Pursuing factors have significantly contributed to it:
Tag collection Subha Bakher zindagi
Ramzan campaing
The World of Olper's, for example, consists of reaching out to the different locations in a variety of cities and having the housewives take part in learning and showcasing milk-based quality recipes.
Morning shows
The Olper's Consumer Marriage Party, another ongoing BTL based program, which intends to generate and maintain commitment among the brand's users.
Olper's, however, stepped into the foray by launching a massive marketing campaign that started off with an introductory slice-of-life television commercial featuring some of the biggest actors in Pakistan.
Total Quality Management (TQM):
A concept that targets managing the full total organization to deliver quality to customers. Four significant elements of TQM are staff involvement, focus on the client, benchmarking and continuous improvement. (MANAGEMENT, DANNY SAMSON & RICHARD L DAFT).
Employee Engagement:
Employee involvement maybe referred to as a participative technique to indulge the employees of the organization, designed to encourage employee determination to organizational success. Worker involvement stresses making the worker a stakeholder running a business performance through rewards systems such as gain writing and through business education.
Focus on Customers:
Any business mainly is determined by its customers to be able to flourish; therefore, client satisfaction is an integral aspect that the organizations need to take proper care of. Your enterprise will need to outstandingly serve the client. It might be achieved through the next:
Quickly responding to customer queries.
Providing information as needed
Creating custom research to fully capture your customer needs
Benchmarking:
Benchmarking identifies the process by which organizations evaluate various areas of their processes in relation to the best practices that can be found of their own industry. Then they plan to take up these guidelines in order to improve performance. Benchmarking is a basic tool for implementation of Total Quality Management. TQM concentrates on how to increase the work processes in order to progress products. And by making use of benchmarking you can measure a work process or treatment and then to set a typical and enhance the processes compared to that standard. This might improve the effectiveness and efficiency and thus TQM's goal will be achieved
Continuous Improvement:
Continuous improvement is one of the four phases that are involved in TQM. It deals with the organization using various R & D techniques to make improvements that may lead them to be competitive in their industry. As it is said that "competitiveness may only be performed through innovation and that can only be achieved through continuous R & D. "
As the majority of Engro's foods are milk centered, therefore the Dairy Procurement Department of theirs performs a pivotal role in making certain quality is delivered to the customers. Collection of dairy from rural areas is one of the main element features of the milk industry and since Olpers identify its importance therefore, the office is in charge of regular collection of milk and also to ensure the freshness of computer. Shifting, in its overwhelming success, the product quality Assurance department also offers performed its part. You can find licensed food technologists that are sensible to ensure that the finish product reaches the client with the product quality that is promised and this Engro aims to deliver, thus focusing on its customers.
Like some other company it had not been an easy activity for Engro to step in and because of this it had to handle market research. First thing that the management observed was that individuals wanted "milk for all goal" and later that became Engro's top priority. Moving on, Engro wished to further increase its product varities and then developed Owsum milk, Olwell, Tarang etc. (ongoing improvement). However, to them customer feedback was particularly of great importance and hence after Olpers's start on the market, they conducted market research to obtain customer feedback. Customer feedback came up as a good sign and then Engro decided to make further investment by establishing a vegetable in Sahiwal. (concentrate on customers) Not merely was it ideal for the company to ascertain its own standing up on the market but at the same time it proved beneficial to have a way of measuring the competitors. The client survey was especially important to estimate the number of devoted customers of competing brands and also to make decisions and pulling strategies for times to come.
SWOT Research:
STRENGTHS:
Engro as parent or guardian company.
Good relationships with farmers
Customer Feedback
Research
Third Generation Place- only one in Pakistan that has it, removes bacterias content effectively.
WEAKNESSES:
Collection of loose milk
Milk collection and distribution costs
OPPORTUNITIES:
People switching from loose dairy to Tetra pack
Improving financial conditions of the united states.
Pakistan one of the largest milk producing countries in the world
THREATS:
Fierce rivalry and competition
Different prices
Principles of Management
Survey
Q1. Name: ________________________________
Q2. Gender: a) Male b) Female
Q3. Age: a) 10-20yrs
b) 20-30yrs
c) 30-40yrs
d) 40-50yrs
e) 50 above
Q4. Career: a) Student
b) Housewife
c) Working
Q5. Brand that you like is: a) Dairy Pak
b) Haleeb
c) Olpers
d) Pakola
e) Other
Q6. Known reasons for your choice:
_________________________________________
_________________________________________
__________________________________________
Q7. Performed you prefer every other brand before switching to the present one?
Yes b) No
Q8. If yes, then which brand do you use previously? ____________________
Q9. Reason(s) for switching: ___________________________________________
___________________________________________
Q10. Any tips that you'll want to make (only in case there is Olpers):
