KSBL

MRA Assignment 1
By: 20130026 1/27/2014

Engro
Shahan Arshad 20130026 Company profile Engro started in 1957 as Esso Fertilizer Company and initially started its !siness in "ertilizers# $in%e t&en it &as gro'n in(ested in se(eral ind!stries (ia s! sidiaries s!%& as Engro )olymers* Engro )o'ergen and Engro Foods# Engro "oods &as %ome !p 'it& se(eral rands s!%& as +arang* ,lpers* -a roo.* ,l'ell* ,more i%e %ream* ,'s!m et% "or prod!%ts in t&e mil. mar.et* "la(ored mil.* tea* non/tetrapa. mil. 0.&!lla d&ood&1 and ot&er "oods and e(erages# 2i(en t&e in(estment tenden%y o" Engro to %ome !p 'it& ne' prod!%ts and in(est in ne' mar.ets* 'e 'o!ld li.e to e3plore t&e opport!nity "or Engro 0Engro Foods spe%i"i%ally1 to %ater to t&e &ig&/end %&o%olates mar.et# Research Objecti es +o e3plore t&e )a.istani %&o%olate mar.et "or %ons!mers aged 4/26 years* in terms o" opport!nities* pro lems and %ons!mer taste pre"eren%es# +o st!dy t&e (ia ility o" Engro as an entrant in t&e mil. %&o%olate mar.et "or %ons!mers aged 4/26* and t&e optimal pri%e range "or a %&o%olate ar in t&is target segment# +o o""er re%ommendations regarding Engro5s %!rrent %&o%olate prod!%ts and asso%iated strategies ased on insig&t gleaned t&ro!g& t&e resear%&#

!n"depth !nter ie# +&e respondent is a yo!ng ad!lt aged 25* $ingle* -ale* medi!m in%ome "amily* %!rrently 'or.ing "or $tandard C&artered Ban.# +&e respondent %ons!mes 6!n. "ood on o%%asion in (ario!s "orms s!%& as !rgers* pizzas "or dinner and i%e %ream "or dessert# +&e respondent !s!ally loo.s "or lo%al %on"e%tionery s'eets s!%& as ras malai and g!la 6aman '&en s&opping "or s'eets as 'ell as %a.es on irt&days# C&o%olates are o!g&t as sna%.s or on spe%ial o%%asions in%l!ding irt&days and 7alentine5s 8ay gi"ts# +&e respondent in"ormed t&at &e o%%asionally eats %&o%olate ars as a sna%.# +&e p!r%&ase o" %&o%olate is !s!ally imp!lsi(e# 9&en as.ed to re%all '&at rands &e &as p!r%&ased* &e re%alled names s!%& as -ars* $ni%.ers* Cad !ry* +o lerone* and :it :at# +&e respondent said t&at &e li.ed -ars ar e%a!se o" its %aramel %enter#

9&en as.ed i" t&ere 'as e(er a %&o%olate t&at &e did not li.e* t&e respondent re%alled some lo%al names t&at 'ere e3%essi(ely s'eet s!%& as $marties# ;e said t&at &e 'as not %on%erned a o!t e3treme s'eetness rig&t no' !t 'o!ld e more %are"!l a o!t s'eet prod!%ts as &e gets older d!e to t&e ris. o" dia etes# ;e did not pla%e any importan%e on pa%.aging and said &e did not ase &is p!r%&ase de%isions on pa%.aging style as long it 'asn5t 6!st a generi% pa%.ing li.e a grey al!min!m "oil# ;o'e(er &e did e3press ent&!siasm at !ni<!e pa%.aging s!%& as t&at o" ;ers&ey5s :isses# ;e also (ie'ed gold %olored 'rapping as e3pensi(e &ig&/<!ality %&o%olates# ;e said t&at &e li.ed to try o!t ne' rands o" %&o%olate '&ene(er &e sa' one pla%ed &is "ront o" &is (ie'# ;e said t&e last time &e tried o!t a ne' rand 'as last mont& '&en &e 'as s&opping "or 6!i%e and pastries "or g!ests# ;is de%ision to !y %&o%olate is !s!ally an imp!lse !y# ;e !s!ally o!g&t =s 10 8airy -il. !t on o%%asion* &e &ad o!g&t =s 200 %&o%olate pa%.s as 'ell# ;e tried o!t -ars e%a!se o" its name# +&e "irst time &e p!r%&ased -ars 'as e%a!se o" its rep!tation# ;e t&o!g&t t&at %!rrent %&o%olates in )a.istan la%.ed (ariety# ;is %!rrent "a(orite 'as 8airy -il. e%a!se o" its "la(or# ;e also e3pressed &is delig&t "or %&o%olates 'it& a %o%on!t %enter# Act$al Statements >:&ali %&o%olate 06!st plain %&o%olate1 is not appealing# ?t m!st e "illed 'it& somet&ing li.e almonds or %aramel@ >$ni%.ers and -ars are my "a(orites@ >Cad !ry is also good@ >? !sed to lo(e B!nties '&en ? 'as a %&ild#@ >$marties is too s'eet@ >-y little sister lo(es Cad !ry@ >C&o%olates are good "or gi"t gi(ing to someone@ >? li.e %&o%olate "la(ored mil. as 'ell# ,(altine is my "a(orite@ >? !sed to eat -ilo 'it&o!t adding it to mil. '&en ? 'as a %&ild@ >;ers&ey5s s&ape and pa%.aging mast &ain yar@ >? ne(er noti%ed pa%.aging %ons%io!slyA ? only !y y rand name@

>? tend to t&in. t&at %&o%olates 'rapped in gold "oil are more e3pensi(e t&at t&ose 'rapped in sil(er "oil and sil(er "oil ones are more e3pensi(e t&an t&ose '&i%& are sold in 6!st plasti% ags li.e Candyland5s s'eets@#