Engro Foods

Contents Ab reveal engro feeds3 value proposition3 olpers3 olwell draw (a rugged fat draw by olpers, engro foods)4 olfrute ju grouch4 tarang4 oto a greater extent5 part5 what is segmentation.. 5 root for segmentation5 segmentation for olpers5 olper,s convergence range6 segmentation for olpers7 location for olpers8 what is positioning.. 8 positioning process8 private-enterprise(a) advan not crosspatche12 free burning ramp up betterment12 quality ascendance12 pr with farmers13 third-generation prove13 engros promotion mix tools13 advertising13 sales promotions15 public relations16 personal selling17 tell commercialiseing18 basic t sourics employ18 client relationship solicitude18 customer relationship management in engro foods18 customers emergency points19 cut the customer defection rate22 building loyalty22 references24 ab protrude engro foodEngro stands for energy for growth. From inception, ours is a legacy of continue growth, rising ch e genuinely last(p t rigger-happyicate)enges and fulfilled promises. From fertilisers to dairy growths, business solutions to PVC resin, power generation to commodity trade, at Engro our desire is to become the premier Pakistani enterprise with a global r whole(prenominal).Engro Foods Limited is subsidiary of Engro Chemical Pvt. Ltd. which is cardinal of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the beas of fertilizer and chemicals. Engro Chemicals, formerly spangn as Exxon, was taken oven by the employees and reamed Engro. Since then, it has diversified into many fields owning and operating subsidiaries analogous Engro Asahi, Engro Vopak, Engro Pak tank, Engro Chemicals and Engro Foods. Engro Foods scratchinged its business operations in March 2006 and it hasnt looked masking ever since its inception.Within a actually get around span of 2 years, it has become the house of four quality dairy draw grasss Olpers Milk, Tarang, Olwell , and Olpers cream. Engro Foods has already solidifying up two processing plants at Sukkur and Sahiwal. VALUE PROPOSITION Avalue propositionis a promise ofvalueto be delivered and a belief from the customer ofvaluethat will be experienced. A value proposition fucking apply to an entire governance, or parts thereof, or customer accounts, or cross guidances or services. Engro Foods Ltd. is delivering value to customers by offering chase productsOLPERS pic OLWELL MILK (A LOW FAT MILK BY OLPERS, ENGRO FOODS) OLFRUTE JUICE pic TARANG pic OMORE pic SEGMENTATION WHAT IS SEGMENTATION.. The process of defining and subdividing a large homogenous merchandise into intelligibly identifiable segments having identical holds, wants, or demand characteristics. BASIS FOR SEGMENTATION The following are the basis for segmentation pic SEGMENTATION FOR OLPERS It is difficult for any cardinal gild to engage in agglomerate production, mass distri thation and mass promotion for its product.The complexities arise from the pro life historyration of advertising and distribution channels and the postgraduate embodys associated with arrivaling a mass audience. Therefore, companies segment the grocery so that they give the gate conduct the group of customers who share similar needs and wants. The milk sector shows a mart that has homogeneous preferences that is the consumers withdraw similar preferences. They want milk to be white, carefully impact, and intelligent for health and bones. Keeping these things in mind Engro segmented its market.The marketers at Engro brook had a morsel of options available to them when segmenting the market for their products. Engro Olpers products include pic OLPER,S PRODUCT RANGE SEGMENTATION FOR OLPERS Geographic Segmentation Engro Geographic entirelyy segmented its market on the basis of Region Engro segmented its market for the South East region. Coun establish Engro segmented its market in Pakistan surface area. Province Eng ro targeted its consumers all over the Pakistan but by and large in the Punjab province. Demographic SegmentationEngro divided its market on the basis of demographically as duration Engro Olpers products are for the all age of people like for children youngsters and senescenters. Gender Engro did not segment its market on the gender basis. Every person can use it either male or effeminate because there is no gender discrimination. Family Olpers products serve the family which has 3 to 5 members. Income Brand calls for a scurvy percentage of an individuals income but lower layer wouldnt want to buy the blemish maybe because they are price sensitive. Psychographic SegmentationEngro psycho-graphically segmented its market on the basis of Social class The marker is meant for all the users in steeper upper or middle class families and it targets a specialised social class who are health conscious and concerned intimately their exercising weight. Life style Olpers put on segmented the market more towards achievers who are goal-oriented and want to recognize themselves by others. For example the ads for Olwell mostly show achievers who want to be successful, have high aims and are already doing quite well in their concerned fields. Personality The Olpers products have targeted experiencers because the company has given them a new set of make and so many will make their first purchase because they want to try just aboutthing new. Olpers ads too target believers, traditional conservative people with concrete beliefs. The ads for Olpers show the beliefs of healthy life with processed milk and plays on the emotional aspect more. Behavioral Segmentation Engro Behaviorally segmented its market on the basis of Benefits Olpers products have been segmented on the basis of benefits that consumers seek in the milk.In this case, people look for a betray that can be utilize for all shoot fors from drinking to tea whiteners as well to execute the animals. Loyalty Engro segment its market on the basis of loyality experimental condition by finding some br killhed core loyal persons in the milk sector which are withal price sensitive or want variety and on the basis of price they will be switch from other schematic leaf blades like Haleeb, Nestle etc. fix FOR OLPERS WHAT IS POSITIONING.. Positioning is defined as the act of designing the companys offering and send off to occupy a distinctive level in the target markets mind. POSITIONING PROCESS The effectual positioning process involves pic Defining the competitive be sick of reference Competitive frame of reference involves Identifying the direct competitors of cross out. Position of these competitors in market. Level of competition. Identifying the direct competitors Before positioning a brand company must understand who the main competitors are? For example Engro main competitors Haleeb Nestle Position of competitors family must analyze and understand the position of their competitors that either their position is noticeable or weak.For example the two competitors of Engro are hearty and have a tremendous market place. Level of competition Company withal identifying the take of competition that at what level it competes with its competitors. The level of competition involves At product type level At product category 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 categories 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 points of difference Companies establish the points of difference which are the attributes or benefit those consumers strongly associate with a brand, positively evaluate, and be lieve that they could not find to the same extent in the competitive brand. The point of differences for the Engro dairy products are Olpers milk forwarding of Olpers milk in Red color which is quite distinguishable from competitors Green and Blue color promotion. Engro use the attribute positioning for Olpers milk. The main beginning 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. The extraordinary selling proposition for Olpers is found on tag line Subah Bakhair Zindagi, but recently the company changed the USP to Jo dil khol kay jeetay hain unheen kay liyay hai Olpers. Both the tag lines have a very positive impact on Olpers image because of the emotions involved in some(prenominal) the lines. Olpers cream Packaging of Olpers cream in Purple color which is incompatible from competitors. Engro position Olpers cream for a specific use or application. Because the Olpers cream utilise to make the dishes in which cream is necessary like cakes, ice cream. The unique selling proposition for Olpers cream is base on tagline Lifes a Dessert with the substance of ad that Creams of all Creams. Olpers Olwell Packaging of Olpers Olwell in Red color which distinguish it from competitors. Engro used 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 unstoppable and with the message Stop ageging. Olpers Owsum Packaging of Owsum designed in a highly detailed comic book style and each packaging has a different world with respect to each flavor describing different 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 cartridge holder a company target this age group children. The unique selling proposition for Olpers Owsum is based on tag line Kill the Mil k Monster and the message of ad Flavored milk socked out the simple milk. Establish the points of parityCompanies establish the points of parity which are attributes or benefits which are not necessarily unique to the brand, and also shared with other brands. The point of parity for the Engro dairy products are Engro stomachs high quality to its customers, which same to its competitors Nestle and Haleeb because these companies also focus on high quality. Engro cover the whole country of Pakistan and its competitors also covers the all areas of Pakistan. Both the appearance and packaging of Engro products is very rendive. Its competitors packaging and appearance is also very attractive. Engro run its advertising on different channels like T. V, Radio, intelligence agencypapers and billboards. Nestle and Haleeb which are the competitors of Engro are also victimization the same channels. Engro used the 6 layered Tetra Pack packaging for its products. Nestle and Haleeb also using the same packaging technique. COMPETITIVE ADVANTAGE Competitive advantagemeans strategic advantage one business entity has over its rival entities within its competitive industry. Achieving competitive advantage stanceens and positions a business recrudesce within the business environment.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 competitors. Feed top and its integration in the supply chain are essential to the continuous improvement of an organization that places so much importance on supply chain management. Engro Foods encertain(p)s feedback is obtained from all practical sources. As a result, middleman is maintained with distributors regarding the consumers reaction or any complaints that they may have.In fact, any freehanded 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 collected straight off from the consumers via the company website, which allows consumers to lodge any complaints, put forward any queries, or just drop by their comments. The same information is also collected through with(predicate) the presence of the company address and phone number on all the packages, thus making the organization very accessible to the consumers. QUALITY CONTROLEngro Foods is committed to providing the scoop quality of products to the consumers at the lowest possible 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 stringent quality checks that are carried out both before and after the processing of the milk. Before touch on Quality control procedures are introduced right at the point of milk collection that is at the milk collection centers. Lab t ests are conducted in claim to check the milk for any adulteration and in fact the dhodhis are also educated to evacuate adulteration of milk.An expert is stationed at these MCCs to ensure that the tests are conducted properly. Once the milk is approved and dispatched within 6 hours to either the Sahiwal or Sukkur plant, the next Quality check is carried out right at the while of milk reception at the plant where it is once again examined by qualified Chemists and Micro Biologists by conducting variant tests. It is only after the milk clears certain tests that the Quality Control department accepts it and transfers it to the cooling plants. After Processing Quality control experts are involved throughout the production process.After the packaging process is complete, Quality control resurfaces this cartridge clip not only to ensure that the packages are sterilized but also to ensure that the milk packages are of the prescribed weight. And after a final approval, the milk produ cts 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 various research 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 reputation over the years.It has led to a strong bond and long term relationship 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 have to look elsewhere to sell their milk. THIRD-GENERATION PLANT EFL only, has the third-generation UHT milk plant in the country. EFL plant is the only plant in Pakistan that uses Bactofuge technology 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 of Rs. 2 zillion (US $ 33 million). ENGROS PROMOTION MIX TOOLS ADVERTISING Engro Foods Ltd. is always quite smart in exploring various mediums and reaching out to the maximum in an effective way. For instance, spreading the art of happiness via decorating of Lahore with flowers in the rig phase, putting colorful streamers, Omore bloopers on TV channels. Omore is active in doing advertising since its launch.They believe that strong and effective advertizement is essential for product success. They have used their punch line The Art of Happiness since the start to expose and establish brand image in the mind of the customers. This will also induce a desire for buying a product as in the ads they have shown that if you want to be happy, eat Omore. The followings are the advertisement vehicles used by Engro for the promotion of its Omore and other milk products product. Print & Broadcasting Ads Omore has conveyed their message of happiness, joy, fun and pleasure t hrough their TV and print ads.The creative are so colorful and vivacious to support their slogan of happiness with the catchy jingle attached to it. They have broadcasted their ads on all the major TV channels, FM radio 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 name along with nutrition indigents and contact information. The color also helped to enhance the in-store visibility and presence for its Olpers packaged milk, and the brand was instantly disassociated from its competition.The brand also worked to ensure it established an image of being a healthy and congenital product. Its optimistic and vibrant tag lineGood Morning Lifealong with the unique red color, became the soul of the Olpers brand identity across various media outlets. Brochures & Booklets Brochures and booklets were distributed outside the big famous marts at the t ime of launching. Posters & Leaflets Product promotion posters were placed outside the stores like ice pops, choc stick etc. At the time of launching leaflets were showered from aircrafts in different areas of cities.Billboards To promote the Omore brand, Engro placed it on billboards at all the major intersection in different cities like Lahore, Karachi, Multan, Islamabad and Peshawar. It is the visual representation of the product by demo the customer a slice 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 awareness. Point Of Purchase 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 considerably recognize its products. The simple and classy tune of OLPERs and the tag line c alled out loud i. e. SUBHA BAKHAIR ZINDAGI was easily identifiable by 90% of the targeted audience. It means that the uniqueness of the sound remains in the mind of the consumers. Symbols & Logos To promote the Omore, Engro used the symbols cerebrated to happiness, joy and fun. Their logo is oval in shape with pink inside and white outside. SALES PROMOTIONSSales promotion is a variety of short term motivator to encourage trial or purchase of product. When used effectively, sales promotions can help to move old stock, counteract competitor employment, merchandise new products, encourage repeat buying and motivate your staff. They can also be monitored, so the success of a particular sales promotion can be thrifty over time. It is a good way of attracting new customers. The type of promotion selected also has to be relevant to the target customers as well as the companys own trade objectives.Contest, Games & Sweepstakes Omore has conducted contest and sweepstakes to attract custo mers and make them start propensity the product. They have done it before launching it in Punjab and now in Karachi, they have conducted morning shows on Hum TV. Omore has launched an interactive application on its Facebook fun page which allows the users to infix in a weekly drawing contest. Sampling Sampling was done by Omore at the time of launch in all the major cities to cast up the customer awareness and also create the liking of the product. EntertainmentJingle and music is so important and strong that people recognize Omore with it. Trade In Allowance Omore gives 16% trade allowance to all the retailers and wholesalers. PUBLIC RELATIONS Public relations (or PR) involve a sustained attempt to develop the reputation as a business by using the media to help create the image the company desire. It is a way of storage areaing 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 hypothesis times or company successes.Articles can be distributed to trade journals or local newspapers, and sponsorship or kind-hearted donations can help to position a company business more prominently in the market place than competitors. Attendance at exhibitions and seminars can also help to promote the image of the company to a chosen target audience Charitable Donations An Engro food has also proved itself to be a socially responsible company in many ways. For example when our nation faced a major catastrophic in the form of the floods which shook the foundation of our country.Engro foods stood firm in its commitment to the social causes and provided the financial help, food and shelter through the help of various relief 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 Om ore 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 the purpose of making presentations, answering questions and purchase orders. This is the most effective form of promotion because it allows your approach to be accommodate to the needs of an individual customer. Getting a sale is ultimately extremely important, but the process involves a lot more than this. It is about having a constructive 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 build a relationship with the customer- understanding their needs and feeding back this knowledge to the business to improve products, customer service standards, competit or knowledge etc. Employing a sales person is a costly exercise in the first instance, but it is one that will provide a pay back, usually within 1-2 years. Sales Presentation 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 stigmatisation of store on achievements of target sales. Fair & Trade evidences Omore has conducted a beach festival to gain the financial aid of customer and make them aware of the product in Karachi. They also conducted Basant festival in Punjab. DIRECT marketing Direct marketing consists of mail, telephone, fax, email or internet to communicate directly with or solicit solvent or dialogue from specific customers and prospects.Direct marketing is not used by Omore because the product is already easily available. Another reason of not using this tool is that mostly people in Pakistan are unconscious of purchasing products through these channels. BASIC TACTICS USED Engro foods in most of advertisements used association as basic tactic and associate their product with particular atmosphere and circumstances in the Olpers advertisement they relate the product with the environment of home where they show that everybody in the home require 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 situation 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 manag ing 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 According to engro foods view, 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 multiple employees, and streamlining existing processes. Allowing the formation of individualized relationships with customers, with the aim of up 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 effectively build relationships between the company, its customer base, and distribution partners.CUSTOMERS fulfil POINTS Customer touch point is any occasion on which customers encounters the brand and product. Following are the customers touch points which Olpers uses for catering to the relationship of its customers Marketing Value Addition Float Activity Banners Road Show T. V Commercials Rural Melas Buntings Buchat Bazars Posters Institutional promotions New Articles Free Samplings Vehicle Branding Chain store Promotions gala affair Event Management Carnivals Music Concerts Funfair Marketing Float ActivityOne way 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 keep in touch with their customers. Road Shows In the pass of 2009 when Engro foods launched their new product line of Dairy Ice Cream Omore initially in Lahore the whol e urban center was decorated with different road side banners and place cards. This is a traditional Engro food way to keep in touch with their customer and also to promote their new product.According to Olpers Road shows are a very easy yet effective way to keep in touch with customers. Rural Melas Since Pakistan is a country with most of its population still living in rural areas, Olpers decided to reach those potential 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 well-tried the product companies use the technique called free sampling. And Engro foods have done free sampling to m ake 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 adopted 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 heart by knowing them in every way. They try to promote their products and make sure that their product is available in carnivals and all special events that are fetching place Music Concert Omore Ice cream launch was unique in its kind as they had music concert with leading 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 wi th 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 effective way to add customer value towards the product is to endanger 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 subtle way to promote the product and also to increase the value of customers.Its easy 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 bring down THE CUSTOMER DEFECTION RATE It is not enough, however, to attract new customers the company must keep them and subjoin their businesses. To reduce the cus tomer 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 occupy 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 decide 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 gallant color are quite different and distinctive from the typical green and blue packing 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, hence its tag line, jo dil khol kay jeetay hain unheen kay liyay hai Olpers BUILDING LOYALTY Creating a long tight connection to customers is the ambitiousn ess 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 sentence 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 custome r-based brand equityThe organization is managing the customer based brand equity because they realize the significance of marketing activities and their effect on 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 few months ago and currently is sponsoring cricket World 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. html http//guppu. com /2009/04/11/engro-foods-launches-omore-marketing-review/ http//www. pakvisit. com/jobs/jobs%20in%20engro%20foods%20Pakistan. html http//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/ Geographic Demographic Psychographic Behavioral Nations States Countries Province be on 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