Executive Summary

The repot at hand provides useful insight about Olfrute juice by Engro Pakistan Ltd, a private
fertilizer firm that keeps about 22 % of market share in the milk food industry Pakistan.
Established in 2005, a 100% owned subsidiary Therefore, Engrofoods has a large number of
consumers throughout the country.
After the introduction The EFL mission and vision statement, situational analysis ie.SWOT analysis of
the company has also been done. The company core competencies also discussed. Most important we
discussed about olfrute brand awareness, loyality, recognition and asoociation is measured in graph
formation.

Introduction:
Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004. Using
dairy as a stepping stone to enter into the food business, the Company has established state-of-theart processing units in Sukkur and Sahiwal, along with an ice cream production facility in Sahiwal.
Top quality brands like Olpers, Olwell, Tarang, Omore and Owsum have been successfully
launched under the helm of Companys dairy products. To support these brands and their highest
standards of quality, Engro Foods has invested heavily in milk processing and milk collection
infrastructure.
To support these brands and their highest standards of quality, E Foods has invested heavily in
milk processing and milk collection infrastructure. In addition, the Company has innovated by
venturing out of the dairy sector and stepping in the Beverage Industry by launching Olfrute and
ice cream industry by launching Omor .Engro Foods now plans to venture beyond the dairy
sector. In this pursuit, grain and fruit markets have been analysed in great detail. Engro has
launched its new brand in fruit juices called as olfrute. Engro Foods vision is Elevating
Consumer Delight Worldwide and the Company aims to generate a significant portion of its
revenue from foreign operations.

Mission Statement:

Engro is progressing day by day because they have a vision and mission the keeps the motivated
and keeps them going. Their mission as they describe as:
Our mission is two fold, to help farmers maximize their farm produce by providing quality
plant nutrients and technical services upon which they can depend. To create wealth by building
new businesses based on company and country strengths in petrochemicals, information
technology, infrastructure, food and other agriculture sectors.
And further describing the adoption fashion they say, In pursuing the mission we shall at all
times be guided in our conduct and decision making by our core values.

Vision Statement:
Engros vision is
To be the premier Pakistani enterprise with a global reach, passionately pursuing value creation
for all stakeholders.

Juices and Nectars:

The Company entered into this segment with the launch of .Olfrute. in May 2010 and attain 1%
market share in 2010. The Company plans to be a # 2 player in this segment within the next five
years after Nestle.

SKUs
Olfrute juices and Nectars. The best source of Refreshment Its available in different flavors &
SKUs

Flavors
Red
Grape
Apple

Mango

Guava

Orange

SKUs

1 Pack
Price

1000 ML

100

# of Pack
in 1
Carton
12

200 ML
1000
ML
200 ML
1000
ML
200 ML
1000
ML
200 ML
1000
ML
200 ML

22
95

12
12

264
1140

20
95

12
12

240
1140

20
95

12
12

240
1140

20
95

12
12

240
1140

20

12

240

Carton
Price
1200

Green
Cocktail

1000
ML
200 ML
Apricot 1000 ML
200 ML

110

12

1320

22
110

12
12

264
1320

22

12

264

Olfrute brand awareness:

Which brand come first in your mind in juices?

Nestle

88%

Olfrute

3%

Shehzan

8%

Maza

1%

100
80
Nestle
60

Olfrute

40

Shehzan
Maza

20
0

DO you know the brand olfrute?

Yes

60%

No

40%

60
50
40
3-DColumn1

30
20
10
0
yes

no

Do you know about the manufacturing company of olfrute?

Yes

46%

No

54%

54
52
50

yes

48

no

46

North

44
42

Olfrute brand loyalty

If olfrute is not available at your nearby store what will you do?
Wait for availability 2%
Buy another brand

90%

Go another store

8%

100
80
60

3-DColumn 1

40
20
0
wait for availabilty

buyanother brand

go another store

Olfrute brand Association

When you think about Olfrute what first thing comes to your mind?
Taste

47%

Color

2%

Quality

22%

Packaging

11%

Refreshing

18%

50
40

Taste

30

Color
Quality

20

Packaging
Refreshing

10
0

Olfrute Brand Recall

What do you recollect when you hear about our product?
Our advertisements

20%

Its taste / smell / flavour / colour / any other attributes

45%

e) Others

35%

50
40

Our advertisements

30

Itstaste / smell / flavour /

colour / anyother attributes

20

e)Others

10
0

Olfrute Brand Image

Do you trust in our products?
Yes
No

77%
23%

80
60
YES
40

NO

20
0

Olfrute Brand Equity

From where do you prefer buying our products?
Local shops

85%

Salespersons

10%

Online

5%

Other

0%

100
80
60

3-DColumn 1

40

3-DColumn 2
3-DColumn 3

20
0
LOCALSHOP

SALESPERSONS

ONLINE

OTHER

Do you trust our product bought from local stores?

Yes

80%

No

20%

80
60
40
20
0

What do you associate the product with?

Yes

80

No

20

Its advertisements

15%

Its attributes (smell, taste, flavor, etc)

25%

The parent group of companies

60%

Other

0%

60
50
40

3-DColumn1

30

3-DColumn2

20

3-DColumn3

10

3-DColumn4

0
ITS
ADVERTISEMENT

THEPARENT
COMPANIES

Evaluation:
Engro Foods is set to give Nestle a tough time again. Olfrute is a juice brand recently launched
by Engro foods. The question is can Olfrute take the market share of Nestle Fruitavitals or will it
share the fate of Shezan and Freshers?
Freshers failed largely because of poor distribution even though the taste and packaging were
different and nice. Shezan has an image of being a low quality juice and this is the reason for its
failure. Olfrute is no doubt cut throat competition for Nestle Fruitavitals But so far Olfrute hasnt
been a big hit. Engro foods relied on the brand equity of Olpers by naming the juice Olpers
Olfrute but this confused positioning. Olpers is a diary product and fruit juice is totally different
category thus Olfrute should not have been leveraged on Olpers brand equity.

Moreover the taste is similar to Nestle Fruitavitals. It offers nothing unique to offer to
consumers. I dont think anyone would be able to distinguish between the two on the basis of
taste alone. However, Olfrute does have a characteristically unpleasant smell.
The price level of the new juice has been kept high. I feel that the introductory price should have
been lowered to create a niche in the market.
Besides this, the television commercial is absurd and fails to make any impact on consumers.The
brand is endorsed by Nadia Jamil, a lady in 30s romping in fruit orchards like a teenage lass. Are
they trying to show that Olfrute revitalizes you so much that you feel younger? If so then there
are better ways to execute this idea. For brand activation, they should have come up with
something out of the box. I doubt that this ad has any recall at all.
The packaging also fails to attract attention. It has white background just like Olpers but honestly
Olpers packing had that vibrant red in it to attract the attention of the buyers. Its seen that
decisions are now made in stores by the consumers thus Engro foods should have come up with
packaging that would have pushed the consumers for its impulse purchasing. In a nutshell,
Olfrute doesnt offer much to consumers, in terms of taste, packaging or promotion.
But it has managed to get Nestle Fruitavitals active. They are not taking this attack lightly.
Maybe they have learnt from past mistakes and are not taking their position of being the leader in
the juice category for granted. Recently they have commenced extensive merchandising in shops
and frequent airing of television commercials. Billboards have also been put up everywhere.

Questionnaire
Dear Sir /Madam

We are conducting this survey to meet our acedamic requirement of our

project on Brand management. We need your precious time to complete the
questionaire
We assure you that all the information provided by you in this survey will be
kept confidential. Your cooperation in this regard will be highly appreciated.
Thank you.
1. Which brand comes first in your mind in juices?
Nestle
Olfrute
Shezan

Maza
Others____________________

2. Do you know the brand Olfrute?

Yes

NO

3. When you think about Olfrute what first thing comes to your mind?
Packaging
Taste
Refreshing
Color
usefulness in all season.
Quality
Others__________

4. What elements you think is important to buy a particular brand of juice

for use? (Please encircle the correct option in your opinion)
(Scale: Extremely Important 1, Very Important 2, Not Very Important
3, Somewhat important 4, Not at all important 5)
Price

Packaging

Quality

Taste

Availability

Manufacturing Co.

Advertisement

5. Do you think Olfrute is different juice as compare to other similar

brands?

No

Yes

(If your answer is No then skip next question)

6. What do you recollect when you hear about our product?

a) Our advertisements
b) Its taste / smell / flavour / colour / any other attributes
c) Our brand ambassador
d) Our showrooms / stores
e) Others
7. Do you trust in our products?
a)yes
b) No
8. Please rate Olfrute brand on basis of following dimensions? (Please
encircle )
Poor satisfactory
good
very good excellent
Price

Packaging

Quality

Taste

Availability

9. Do you know about the manufacturing company of olfrue?

 Yes

No

10. The manufacturing Company of Olfrute is ___

Nestle
Shezan
Haleeb

Engro Foood
Others_______

11. In your opinion which of the following brand has the best taste level?
Nestle
Olfrute
Shezan

Maza
Others____________________
__

12.Have you ever drink Olfrute?

Yes
No
13.In your opinion olfrute taste is _______ ?

Excellent Very Good Good Satisfactory

Poor

14.What do you like about Olfrute?

Taste
Color
Flavours
Quality

Refreshing
usefulness in all season.
Others____________

15.How would you rate Olfrute on the basis of price from rest of other brands?
Expensive

Low price

Economic price

Others___

16.If olfrute is not available at your near by super store what will you do?

Wait for availability

Go another store
Buy another brand
Others
17.The price of our brand

a) Is as per your expectations

b) Is more than your expectations

c) Is less than your expectations
18. From where do you prefer buying our products?
b) Local shops
c) Salespersons
d) Online
e) Other
19. Do you trust our product bought from local stores?
a) Yes

b)No

20. What do you associate the product with?

a) Its advertisements
b) Its attributes (smell, taste, flavor, etc)
c) The parent group of companies
d) Other

Respondent Profile:

Name

______________________________

Contact Number:

______________________________

Email Address:

_______________________________

Gender
Male

Age

Below 15
16 to 20
21 to 25

Education:

Below Matric
Undergraduate
Graduate

Female

26 to 30
31 & above

Post Graduate
Others_______

Occupation:
Businessmen
Land lord
Professional
Student

Housewife
Others __________________