Beruflich Dokumente
Kultur Dokumente
FOODS LTD.
Submitted to:
SubmittedBy:
Department of Business Administration
ACKNOWLEDGEMENT
.
Dedication
ABSTRACT
BACKGROUND:
To critically examine, understand & analyze the practical implications of supply chain
management course.
METHODS:
Analytical examination conducted through interview with EFL head of supply chain &
detailed study of internet articles on Olpers, Product of Engro Foods LTD.
RESULTS:
Engro Foods LTD continues to experience strong growth due to many reasons in which
above all is its Brand Equity. Olpers, EFLS Flagship Brand is at its growth stage & it made
its place in the current competitive market due to many factors one of which is EFLS
effective supply chain management.
CONCLUSIONS:
Given the highly competitive nature of the Dairy Products market, need of having smooth &
flawless supply chain have traditionally been on the high side &Engro Foods LTD are on the
right track.
ENGRO CORPORATION
Engro stands for energy for growth.From inception, Engro is a legacy of continuous growth,
new challenges and fulfilled promises. From fertilizers to dairy products, business solutions to
PVC resin, power generation to commodity trade, at Engro their ambition is to become the
premier Pakistani enterprise with a global reach.
Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the
fertilizer, food, power generation, petrochemicals, automation and terminal storage industries.
Having had undergone an employee led buy out in 1992 it has expanded phenomenal in the past
two decades. As a holding company its subsidiaries include:
Founded in March 2006, Engro Foods Limited is a producer and marketer of dairy products. The
companys brands include Olpers Milk, Omore ice cream, and Tarang, Olwell, and Olpers cream.
To support these brands and their highest standards of quality, Engro Foods has invested heavily
in milk processing and milk collection infrastructure. Headquartered in Karachi, Pakistan, it has
offices in seven cities across the country, as well as processing plants at Sukkur and Sahiwal.
Engro Foods is a subsidiary of Engro Corporation Limited, one of Pakistans most respected
enterprises with more than 40 years of business in the fertilizer and chemicals industry. In the
five years since its launch, Engro Foods has seen a rapid growth in sales and market share.
ENGRO FOODS LIMITED is the 100% owned subsidiary of ENGRO. Thecompany's milk
production capacity is 700k litters per day. Moreover aninvestment plan of $ 3.4 billion in Engro
Foods has been approved by theboard for: expanding UHT capacity to 900k liter per day,
expanding milk powder capacityto 70 kilo per day, import of 1000 cows and an ice cream plant.
The company is all set forgrowth as the milk business profitability is increasing due to increasing
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consumption of milkand increasing prices of dairy products. Besides selling milk, the company
also sells thecompany also sells related products such as creams and unbranded products such as
ghee,and recently introduced a milk whitener; namely "Tarang". The value of the ENGRO
FOODS LIMITED is Rs.36 in total subsidiaries value of 63.4.
LOCATION OFPLANT:
The dairy processing plant is situated at Rohri&Sahiwaal& now in Punjab aswell
The office of Engro foods is situated in Sukkur.
LOCATION OF OFFICES:
The head office of Engro Foods is located near Sea View ,karachi.
There regional head offices are in :
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They believe that there recent successes will take them to there goal which is To be one of the
biggest players in the food business by dominating the food business, and to achieve this they
will settle for nothing less than the cream.
GEA TDS has recently completed a Euro 3 million milk processing plant for Engro Foods in
Pakistan. It is one of the biggest plants of its kind in Pakistan and the first ever in the Sahiwal
region. The commissioning of the plant was completed in just 2 months and operation started by
end December 2007.
The plant supplies the region around Sahiwal with 250,000 liters of low fat milk a day,
thats 1 million servings, and 10 million servings of Tarang (tea whitener).
The plant provides a processing outlet for the local farmers who rear dairy herds of cows
and, especially in the smaller farms, buffalo.
The Engro plant also contributes to the local economy by employing some 200 people
throughout the factory.
The GEA TDS project was to supply equipment and engineering services throughout the
process. This included milk reception; milk processing; UHT processing; powder mixing;
cream handling and processing; Clean in Place (CIP) equipment such as trucks, process
and filling machines; detailed engineering and project management; automation for both
the process and CIP equipment; and commissioning.
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Raw milk receptionhandles up to 40,000 lit/hr of both cow (20%) and buffalo
(80%) milk from the surrounding regions farmers cooling it from approximately 15C to
4C for storage in the two 125m3 storage tanks.
The process can pasteurize milk to 85C at the rate of 25,000 lit/hr and includes
milk clarification and skimming; standardization for milk, cream, SNF and butter oil;
butter oil dosing; a refurbished homogenizer; and degassing.
The CIP systemcovers the whole process from the delivery trucks through to the
filling machines. Acid and caustic concentrates are stored on site in two tanks each with
a capacity of 15m3.
The whole process is controlled using PLCs supplied by Allen Bradley. PLCs are
located in cooled cabinets installed on the base-frame unit of each module. All were
delivered wired and I/O tested.
Although Engro has only been in the food and dairy sector since 2006 the company has already
carved out a significant market share and is growing quickly. In such a short time its already
well on the way to achieving its goal to be one of the biggest players in Pakistans food industry
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Board of Directors
Asad Umar Chairman
AfnanAhsanChief Executive
Ruhail Mohammed
Non-Executive Director
Isar Ahmed
Non-Executive Director
ShahzadaDawood
Non-Executive Director
Mujahid Hamid
Non-Executive Director
Muhammed Amin
Non-Executive Director
Ms. SpentaKandawalla
Non-Executive Director
Non-Executive Director
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It has a livestock and agriculture sector contributing over 10% to the GDP, and a milk
economy that in value terms is 27.7% of the total agriculture sector.
It is an untapped market, expected to grow an additional 3 billion liters in the next few
years at a growth rate faster than most sectors. Undeniably, a sector with such credentials
can bring about not just a radical change but also a dairy revolution in the country.
The annual milk production of 33.6 billion liters in Pakistan is shared between a
Only 3% of the total production of milk is processed and marketed through formal channels.
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For the other 97%, a multi-layered distribution system of middlemen has evolved to supply
milk.
Despite only a small percentage (3%) of milk being processed, the (UHT) market is growing at a
steady rate of 20% a year.
Over all consumption of milk per day is 400,000 liters in Karachi only
As a food item, all milk (both milk and milk equivalents) is second only to cereals
in level of per capita consumption in Pakistan.
The annual per capita consumption level at the national level is 190 liters.
Due to rising inflation and high poverty levels, the majority of Pakistani consumers are price
conscious. Therefore, demand for open, raw milk is high compared to processed milk.
Hence, raw milk is the primary dairy product marketed in the country.
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Livestock Population:
Cattle
Buffalo
Bangladesh
207 407
Bhutan
257 400
India
987
1,450
Nepal415 850
Pakistan
1,195
1,909
Sri Lanka 627
496
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EFL Aim:
Dominate the food business and to achieve this we will settle for nothing less than the cream
EFL Vision:
To become fast growing mega Food Company & also to elevate Consumer Delight Worldwide.
The Company aims to generate a significant portion of its revenue from foreign operations.
Mission of EFL:
Our mission is to provide satisfaction at a competitive cost, growth in diversity, and continue to
contribute to the growth of industrialization in Pakistan by being the market leader".
We believe our success depends on our customers. Thus, our primary value is fulfillment of our
customer's needs. Our manner of achieving this success is to include value for money
Core Values:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Leadership
Innovation
Diversity and International focus
Quality and continuous Improvement
Candid and open communications
Individual growth and development
Enthusiastic pursuit of profit
Ethics and integrity
Safety, Health and Environment
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20
We will manage and utilize resources and operations in such a way that the safety and health of
our people, our neighbors, our customers and visitors in ensured. We believe our safety, health
and environmental responsibilities extend beyond protection and enhancement of our own
facilities, and we are concerned about the distribution, use and after-use disposal of our products.
3.Leadership:
We have leaders of high integrity, energy and enthusiasm who have the necessary managerial,
professional and people skills to inspire a group or organization to set high goals and achieve
them willingly. We believe that leadership skills need to be strengthened at all levels within our
organizations and that managerial and professionalism is a necessary foundation.
We value communication that are courteous, candid and open and that enable each of us to do
our jobs more effectively by providing information that contributes to the quality of the judgment
and decision making.
7.Innovation:
Success requires us to continually strive to produce break through ideas that result in improved
solutions and services to customers. We encourage challenges to the status and seek
organizational environment in which ideas are generated.
9.Teamwork& Partnership:
We believe that high performing teams containing appropriate diversity can achieve what
individuals alone cannot. Consciously using the diversity of style, approach and skill afforded by
teams is strength we must continuous building into our organization.
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MAJOR COMPETITORS:
Engro Foods Limited is fully aware of its competitors. The company had to consider the areas
including (product design, segmentation, target market, advertising, time to launch a new
product, time for necessary changes & constant over view). The major competitors in case of
offering the UHT milk are:
Nestle
HFL
Millac
Halla
Prime
Nurpur
Nirala
Dairy Crest
Other than the brand mentioned above Olpers also faces an indirect competition from the local
milkman the GAWALA.
EFL Brands:
1.
2.
3.
4.
5.
6.
OLPERS MILK.
OLPERS CREAM
TARANG
OMORE
OLFRUTE
Olwell Hi-Cal Lo-Fat (HCFL) Milk
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7. OLPERS OWNSUM
25
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OLPERS MILK:
It is EFLs premier brand, and the choice of quality-conscious consumers who only go for the
best. It is available in easy-to-open, 6-layered Tetra Pak Brick Aseptic red packaging and comes
with approx 71days shelf life.
TAG LINE:
The unique selling proposition for Olpers is: SubahBakhairZindagi, but recently the
company changed the USP toJo dilkholkayjeetayhainunheenkayliyayhaiOlpers
Both the tag lines have a very positive impact on Olpers image because of their drect emotional
positioning & relation with its customers.
The company is maintaining three SKUs (stock keeping units) for Olpers in tetra packs that are
1000ml
500ml
250ml
OlpersCream :
The premium cream processed hygienically from pure fresh milk, Olpers Cream is
luxuriously rich in its thickness & nutritional value.
It promises the richest & scrumptious assortment of tempting toppings, delicious desserts
and creamiest coffee with its unique taste, also great for eating with bread etc.
It was launched on September, 2006.
and comes in 6-layered Tetra Pak Brick aseptic purple
color packaging with 6 months shelf life.
Launched on December 15, 2006, Olwell is a low-fat, high-calcium milk with the
richness of pure milk.
It is an ideal choice for weight-watchers and heart patients.
It is also high in calcium content, which prevents osteoporosis
Packed in 6-layered Tetra Pak Brick Aseptic red packaging with easy-to-open plastic cap,
it comes with a 3 months shelf life.
SAFETY STOCK
For olpers hardly 6-7 days safety stock is kept because of its low shelf life. Time to time
forecasting is done in short intervals to meet the level of demand.
OLPERS LIFECYCLE
Source: Mr Salman Goheer, Head of Supply Chain Dept, Engro Foods LTD.
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Flush Season: (1st Jan to 15th April): During this season there is maximum production
of milk in the country.
Lean Season (16th April to 30th July): Minimum production of milk in the country due
to high environmental temperature, less green fodder availability and natural
reproduction cycle of animals.
Semi-flush season (1st Aug to 31st Dec): In this season about 70-80 % milk production
in the country.
The above chart depicts the overall supply chain management process at Engro Foods (Pvt) Ltd.
These activities can be divided into three all encompassing categories as well:
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Inbound Logistics: the receiving and warehousing of raw materials, and their distribution
to manufacturing as they are required.
Operations: the processes of transforming inputs into finished products and services.
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RAW MATERIAL:
The various kinds of raw materials required for the milk and cream production at Engro foods
include:
Raw Milk
Other ingredients like SNF and fats
Packaging material
RAW MILK
The raw milk which is further processed in the manufacturing plants at Sahiwal and Sukkur is
the core raw material at Engro Foods because their product portfolio encompasses all dairy based
products. The raw milk which is mainly the buffalo milk is obtained from the various dairy farms
across the country with most of these dairy farms being located in Sindh and Punjab region.
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OTHER INGREDIENTS
There are several other ingredients that are added at the various stages of the production process
at Engro Foods and their respective quantities depend on the recipes of the products being
manufactured. These include SNF that are solids not fats and fats which are adjusted to achieve
the desired levels. For instance, the Olpers milk consists of 3.5% fat whereas, Tarang milk which
is the tea whitener and more creamy in nature has 7% fat, therefore, during the production
process, more fat is added to the milk to produce Tarang.
Furthermore, SNF in milk is to be maintained at 8.9% which is also adjusted during the process
depending on the quality of milk. Another product of Engro Foods, Olwell milk which is high
calcium and low fat milk targeting the health conscious segment, requires high calcium level that
is modified during the process.
PACKAGING MATERIAL
The packaging material used by Engro Foods is supplied from Tetra Pak Ltd. It is in the form of
rolled sheets of aseptic packaging arriving at the manufacturing plant directly from the supplier.
The aseptic packages are sterilised prior to filling of UHT (Ultra Heat Treated) milk, resulting in
a 6-layered Tetra Pak Brick Aseptic packaging, with a 3 months shelf life.
Direct Sources
Contactor based collection
Direct Sources:
The method of milk collection through direct sources can be defined as milk collection done
through various dairy farmers residing in different villages. A villager called Dhoti is
responsible for collecting milk from his respective area and delivers milk every morning and
evening to the Milk Collection Centre. The volume of milk supplied by the dairy farmers varies
immensely depending on both the size of the are covered by the dairy farmer and the availability
of milk and at times could be as low as two litres a day.
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The method of milk collection from direct sources is the most preferred one by Engro Foods
mainly because of the low probability of adulteration of the milk by dairy farmers. The reason
accounting for this is that it is easier to identify adulteration in low volumes of milk as opposed
to high volume provided by the other method. However, the overall quantity of milk collected
through this method is very limited.
The main objective of Milk Collection Centre is to deal with small quantities of milk provided
by the village dairy farmers.On one hand, it has proved a regular source of income for farmers
through an assured and growing income resulting from the sale of their milk, and on the other, it
has enabled Engro Foods to collect better quality milk in the quantities it needs. At the Milk
Collection Centre a trainedmilk collection agent who tests and records every supply for quality
and fat content collects the milk and rejects the milk that does not conform to their quality
standards or is adulterated.
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The raw milk is transported from the milk collection centre to the manufacturing plants via
insulated tankers. The insulated tankers maintain the temperature of milk around four degrees
Celsius. The reason why the tankers are insulated is to prevent the milk from getting hot in the
summer or freeze in the winter. The reflecting surface of the trucks also provides protection
against infrared rays and reduces the degree of heat on the tank. Also the cool temperature stops
the production of bacteria while the milk is transported over long hauls to the manufacturing site.
Normally the capacity of the regular tankers used for the transportation of milk from the milk
collection centre to the plant varies between 10,000 and 35,000 litres.
The transportation fleet at Engro Foods is partly owned and partly contracted that is they make
use of third party logistics. Moreover, the transportation routes from milk collection centres to
the manufacturing sites at Sahiwal and Sukkur are designed in a way to avoid overlapping of
routes which otherwise would add up to the increased cost of transportation. The raw milk is
normally transported between four to six hours to avoid loss of quality.
Supply Chain
Development
Warehousing
Customer
Service
Department
Planning
Inbound
Logistics: Milk
Procurement
Logistics
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Purchasing
Outbound
Logistics
Dispatches
PR WITH FARMERS:
According to Mr. Ali Akbar, Director Marketing EFL,
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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.
37
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PUSH-PULL POINT:
Every supply chain is almost always a combination of both push and pull, where the
interface between the push-based stages and the pull-based stages is sometimes known as
the pushpull boundary & so is ours. Upstream is push based while downstream relies on
pull based systems. Said by Mr. Salman Goheer, Head of supply chain, Engro Foods
LTD.
PLANNING:
Engro do planning on short term and long term basis simultaneously. Engro is mostly
having long term plans and for achieving these long term plans it gains support of short
term plans. Words of Mr Salman Goheer, Head Of Supply Chain, EFL.
MIS:
The MIS department at Engro Foods ensures that all automation is running error-free at
all times. Regularly modifying and updating the Company's accounting software is also
the MIS team's responsibility.
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40
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3. PASTEURIZATION:
Pasteurization can be defined as "The heating of every particle of milk or milk product to a
specific temperature for a specified period of time without allowing recontamination of that milk
or milk product during the heat treatment process."
4. HOMOGENIZATION:
It is a mechanical treatment of the fat globules in milk brought about by passing milk under high
pressure through a tiny orifice, which results in a decrease in the average diameter and an
increase in number and surface area, of the fat globules. The net result, from a practical view, is a
much-reduced tendency for creaming of fat globules.Other advantages of homogenization
include a richer flavor and possibly increased digestibility.
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high temperature processing may cause some loss of foliate, vitamin C (which is already low in
milk), vitamin B12, and thiamin.
Source: ShahidHafeez Khan
M.Sc.(Hons) Food Technology, MS Total Quality Management
Manager Quality Control-MPD, Engro Foods Limited
INBOUND LOGISTICS:
For inbound logistics dedicated long vehicles are used. Inbound logistics concerns raw milk
transportation to the plant.
Raw milk comes from the dairy farms to the milk collections centers which are 40 in total
& are located in different villages where some quality checks are conducted to ensure the
milk quality, if its up to the mark than it is stored, till it reaches the 9,000 liter capacity
which is than collected by dedicated specialized vehicles to transport it to the plant for
production.
Once the vehicle reaches the plant premises, once again a quality check is repeated before
emptying the container.
Lakhi.
Ahmed pur east.
Rani pur.
Nawab shah.
Dharki.
Dhokri
Rohri and Sahiwaal.
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OUTBOUND LOGISTICS:
On average, every alternate day Olpers Milk truck arrives at each ware house from Sukkur and
Sahiwaal factories, and is distributed in the same amount to the distributors all over the Pakistan.
For outbound logistics trucks are used. They have 80% dedicated fleets&20% open trucking
especially for the northern areas of Pakistan.
Outbound logistics concerns finished milk movement from manufacturing plant to the warehouse
& to distributors. There are 3 warehouses of olpers:
Sukkur (Mother ware house)
Sahiwaal (Mother ware house)
Rawalpindi (Central ware house)
Sukkur:
Adjacent to the manufacturing plant which covers whole of the south i.e. Sindh & Baluchistan,
the logistics usually take 1 day to arrive at olpers warehouses in Karachi from their
manufacturing factory at Sukkur.
Sahiwaal:
Adjacent to the manufacturing plant which covers whole of the of the central.
Rawalpindi:
It is a satellite warehouse with a covered area of 30,000 sqft which is on rental basis & it costs
600,000/month. Its responsibility includes fulfilling the orders of the northern region
In addition to Karachi:
The transportation of finished goods from Sukkur to Karachi is done through a dedicated truck
which can easily carry a 50 feet container, which is done by Naulakha Transport agency. There
responsibility is to pick the goods from Sukkur and deliver it to Karachi warehouse and on
average there are 15 round trips in a month.
From Karachi warehouse it is delivered to the respective distributors according to there required
orders in terms of quantities and size of packets, it is done through dedicated fleets which is on a
monthly rental basis.
Size of item
No. Of cartons
1 liter
934
250 ml
1552
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1.5 liter
890
500 ml
1497
The cost of downward logistics (Sukkur) for the company is cheaper in comparison to the
upward logistics (Karachi). Since open trucks return empty once the product reaches the Karachi
warehouse.
WAREHOUSING
The company has three warehouses out of which two are located within the production
plant i.e. in Sukkur&Sahiwaal and the other being the central warehouse located in
Rawalpindi.
Sukkur warehouse having a capacity of 1.6 million liters with a daily average dispatch of
350,000 liters & a pallet capacity of 2000.
Sahiwaal warehouse having a capacity of 4 million liters with a daily average dispatch of
400,000 liters & having a pallet capacity of 5000.
The temperature of the warehouse should be maintained at 25-28 degrees in order to keep
milk in its fresh condition.
Because of its perishable nature they are using the FIFO inventory system.
Once the packaging is done the milk is stored in equibator for three more days in a
warehouse before loading it on the truck to make sure that the quality of the milk is up to
the standard.
ORDER PROCESSING
The ordering process at the warehouse starts with generation of suggested order list (SOL)
triggered through the system, SOL is done to determine the future demand forecast,
determination of items to be ordered and how much to reorder
MATERIAL HANDLING
Material handling is a process of handling the material in a proper way so that the rate of losses
& damages can be minimized for good.
Olpers manage their materials very efficiently by using latest equipment for raw materials &
finished goods.
They use specialized milk tanks as mentioned above for the inbound of raw milk & for
finished goods they use proper palletization, then fork lifters are used to put the pallets in the
right place in the warehouse which is then cross docked.
DISTRIBUTION NETWORKS
According to the distribution, Pakistan is divided into three geographical zones and then in
further Regional Sales Offices.
North Zone
o Rawalpindi.
o Peshawar.
Central Zone
o Lahore
o Gujranwala
o Multan
South Zone
o Karachi
o Hub
o Punjgur
o Nawab shah
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NEGOTIATION ON PRICE :
CUSTOMERS FEEDBACK:
Customer feedback is required for further planning which is the responsibility of the distributor
to provide to Olpers team.
PURCHASE ORDERS
Purchase order is an instrument given by the buyer to the seller mentioning the specification of
goods, quantity & price in order to get the timely delivery of the goods from the customer.
In the case of Olpers the distributor is the buyer who first submits the payment in advance and
then gives the purchase order to the sales department via e-mail whenever he is low on inventory.
These e-mails are then processed in the form of a proper purchase order, which is then send to
the finance department for invoicing purpose. Whereas sales department is also responsible for
the dispatch of the desired goods by the customer.
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REVERSE LOGISTICS
SHELF LIFE OF OLPERS MILK:
71 days
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PACKAGING
Engro Foods is committed of reducing the environmental impact of packaging, without jeopardizing the
and
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Setup
Transaction
Query
Report
Administration
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Remember, Sales operation officer has mainly concerned with two modules of the Sales &
distribution system i.e.
Transactions; This module helps to process, distributors Payment information,
Secondary Sales, Order processing and their Claims.
Reports; The Report modules convert distributors transactional information into
differenttypes of reports like:
1. Regional Order Summary Report
2. Primary Sales Report both Invoice Based & order Based
3. Secondary Sales LPD Report
4. Primary & Secondary Day wise Report
5. Distributors detail Ledger
6. Distributors Payment Receipt Report
7. Stock Pending & Cancellation Report
8. Distributors Claim Summary Report
9. Logistics Reports
10. Distributor Account Statement Report
All above-mentioned reports can generate from different angles like
o Regional report
o Area Wise Report
o Territory Wise Report
o Distributor wise
o Day wise etc
Payment procedure:
Three instruments are considered for payment procedures:
1. Remittance plus.
2. Demand draft.
3. Pay orders.
As a result payment receipt report is generated which shows us the name of all the distributors
who made the payments and weather the payment was sent via remittance plus our demand draft
etc and name of the branches through which the remittance was sent.
Afterconducting the payment procedures another document is generated which is known as the
Distributors Account statement summary. When distributor sends us the amount it is credited in
our account as it becomes or liability that is because we have not delivered the stock yet.
Distribution claim:
The distribution has to process all the claims before 6th of every month on the given formats.
These claims are verified by the TSOs and are sent to the regional office for verification after
the verification at the regional office the claims are logged on to the system and are sent to the
head office after verification from the head office the acknowledgement is sent to the distributor.
CRM AT EFL
Engro Foods Keeps Track of 60,000-Strong Consumer Base with On Demand CRM Solution.
We are a commodity business, and it is vital for us to be on our toes. We run reports on the
Oracle CRM system to find out which customers are loyal to our brands and which ones are
also buying other brands. We can then look more closely at the reasons for the switch and
work on winning these customers back. This is something we simply cannot do using
spreadsheets. The ability to see and act on this type of information is a competitive
advantage. Danish R. Syed, Head of Consumer Relationship & Manager Innovations,
Engro Foods Limited
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Information At Tips:
The Oracle CRM system has enabled Engro Foods to dispense with spreadsheets to record
and track information. Customer data is now entered and stored in a central database,
eliminating the need for repetitive manual entry and ensuring the accuracy and currency of
information. The system also provides a single, complete customer history, where
previously transaction and personal details were dispersed over multiple spreadsheets.
The system tracks details such as birthdays and anniversaries, which allows us to
interact with customers at those times that are meaningful to them, said Danish. It is
a way for us to build strong relationships with our most important customers.
With Oracle looking after the system for us, the chances of errors are less and if any issues
do come up, we know they can be resolved quickly, said AtifMuhammed Ali, manager,
applications, Engro Foods. As we expand the use of the solution, we know we can count on
Oracle to guide us through the process.
STRENGTHS
1.Engros back:
Olpers is a brand of ENGRO foods. This means that consumers can relate their former image of
ENGRO foods to Olpers. ENGRO is a well established brand name in Fertilizer, IT and
infrastructure business. The brand is well known so customers will automatically have a brand
association with Olpers and see it as a premium quality product. ENGRO is world renowned so
it can easily attract foreign investors in backing it against other competitors such as Nestle.
ENGRO foods can easily afford research and development costs for Olpers have in order to
introduce new products. It can also distribute the brand through better channels because of its
long term relationship with distributors in the agriculture sector.
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2. 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.
4. Its taste:
6.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 setting up another milk processing plant in Central
Punjab (Sahiwal) with an investment of Rs. 2 billion (US $ 33million).
WEAKNESSES:
1. Olwell TVC:
Olwell ad which is based on Western life style, ENGRO foods brand management showed a man
who put off his clothes & remain just in his undergarments, or half nude lady in a cat walk or
men admiring the figures of a lady in mix gender health club. In this ad they are creating
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associations with the brand through the stripes, which is a highlight of Olwell packaging. Half
naked people have been shown with tattoos of the same stripes in order to show that they are
loyal consumers of Olwell. Also, the talent, situations and locations connects well with the ad to
give Olwell a premium positioning. The brilliant marketing people at ENGRO Foods failed to
analyze is that the market they are targeted the ad on, is Pakistan, where practicing Muslims
reside, who have strong religious beliefs. When making the ad, the brand managers were focused
on, making an ad that should give the brand the most premium look and feel amongst the target
consumers but on the other hand they were least bothered about the ethics, religious beliefs and
cultural values.
4. Packaging:
EFL is dependent upon Tetra Pak for the packaging of its entire dairy products. Tetra Pak is the
only option available to Olpers for packaging because it is having monopoly in the packaging
sector in Pakistan. Due to this reason, Tetra Pak can charge them higher and it could increase the
production costs.
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Olwell Milk and Olpers Cream. Whereas its competitors like Nestle and Haleeb Foods have a
much diversified line of dairy products.
OPPORTUNITIES
3. Awareness:
Growing dissatisfaction with loose milk and increasing awareness about health and Hygiene
issues have led to increased processed milk consumption.
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THREATS
1. Competition:
Competition may pose a threat because the company will have to maintain its leadership in an
expanding market so that it doesnt lose its market share to its competitors. For Olpers it might
be difficult to penetrate in a market where the loyalties exist for such brands as Nestle and
Haleeb. These brands have been in the milk industry far too long and have left a mark in the
minds of consumers in terms of quality. Competition seems to be getting tougher as a result of
new players entering the dairy market.
Company has planned to make Omore world class premier quality brand like existing
brands of Engro Foods.
Company is also working on dry milk (KhushkDoodh) like cereals in coming years.
They have planned to move other dairy products as are being offered by its competitors
like yogurt, flavored yogurt (raita), cereal for babies etc
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They future plans of own farms are also on board. Its a way to improve quality by
removing all doubts in consumer minds about old milk collection ways form govala
Engro Foods is working with different NGOs to meet the Corporate Social Responsibility
in country. They are working with UNDP to initiate womens veterinary workers program
They also signing a micro financing model for dairy farming with Pakistan Poverty
Alleviation Fund (PPAF)
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deterioration over time as compared to liquefied milk. Hence, this is a challenge that Engro is
attempting to meet to the best of its resources and capabilities.
Infrastructure Issues
The two plants are located in the interior areas of Punjab and Sindh and the villages from where
the milk is procured, whether in adjacent or far-flung areas, mostly lack proper roads and
highways that would enable milk to be transported easily and in lesser time. As a result, delays
may occur which might disrupt the overall production process. But these problems are addressed
by the maintenance of adequate supply at the premises at all times in the form of powdered milk
in order to deal with any sort of contingency situation.
access locations. Thus, the report has been prepared with these constraints in tow at every
juncture.
RECOMMENDATION
We are recommending following important factors which we felt missing in their supply
chain:
1. To build a regional ware house in Karachi that fulfills there supply side gap & to reduce
upward logistics cost.
2. EFL is not having its own dairy farms; it largely collects loose milk from farmers
&gawalas through its 40 milk collection centers, which sometimes is of low quality and
impure because they add vegetable oil to milk to get higher prices. EFL needs to have
their own Dairy Farm so that they can meet the increasing demand as their market share
is growing by 12% annually & to have quality milk procurement as well.
3. EFL is dependent upon Tetra Pak for the packaging of its entire dairy products. Tetra Pak
is the only option available to Olpers for packaging because it is having monopoly in the
packaging sector in Pakistan. Due to this reason, Tetra Pak can charge them higher and it
could increase the production costs so they need to invest their funds for having their own
packaging system.
4. They should expand their brand portfolio by investing in yogurt market as their
competitors are enjoying it just because of low competition their otherwise Milk pack has
its brand name in drinking milk market only. So its an opportunity for them to grab &
enjoy the flavor.
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REFERENCES
Give detail about the person who gives you the information.
www.engrofoods.com
www.google.com
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