FRUGURT LASSI

A coursework report submitted

By

 Muhammad Usman
 Abdul Moeed Khan
 Muhammad Abbas
 Muhammad Adnan
 Daniyal Mirza

Miss Sara Sanauallah

Course Facilitator
 TABLE OF CONTENTS

Mission Statement……………………………………………………………………………1

Visions ………………………………………………………………………………………. 1

Introduction……………………………………………………………………………………2

Innovation ………………………………………………………………………………..

Market Segmentation……………………………………………………………………

Reaserch Overview …………………………………………………………………….

Target Market ……………………………………………………………………………

Product 4P’s……………………………………………………………………………

Swot Analysis ……………………………………………………………………………

BCG Approach ...……………………………………………………………………………

Future Planing ……………………………………………………………………………

To deliver the best quality products to the consumers
Who believe in us for perfection and amazing taste?

Our vision is to become the biggest Dairy Manufacturing Company in

Pakistan by providing healthy, new and innovative
Products to consumers throughout Pakistan.
 Company Introduction
 Engro Food is among the biggest and fastest growing brand in
Pakistan
 The Company has established state-of-the-art processing units in
Sukkur and Sahiwal, along with an ice-cream production facility in
Sahiwal
 Top quality brands like Olper's, Olwell, Tarang, Omore and Owsum
have been successfully launched under the helm of company's
product
 It operates in various sectors:
 -Fertilizer
 -Food
 -Energy
 -Chemical
 -Business Automation Solutions

Product Introduction
 Engro Food Introduced Lassi brand Called Frugurt Lassi.
 Frugurt Lassi will introduced in mid of April 2018.
 Lassi is a popular and traditional yogurt-based drink.It is made by
blending yogurt with water and fruit.
 It will be innovation different fruits flavor such as (Strawberry,
Mango & Pine apple flavor )
 Slogan is "Guru Ho Ja Shuru"

Benefits of Lassi
´ Lassi, derived from curds, is full of calcium, vitamin D, A and proteins.

´ According to Medical Research; curds are heavy to digest but lassi is

lighter to digest.
´ Lassi also has lactobacillus.

´ Lassi also keeps you cool in summer.

´ Lassi is said to promote digestion.

´ You can enjoy sweet lassi after lunch but keep in mind not to lunch too
heavily!

´ Lassi is filling and you can drink only one big, tall glass and avoid lunch,
thus helping you stay fortified while keeping weight in control.

Innovative Flavors

PLAIN
Refresh yourself anytime with our Plain Sweetened Lassi. This cool refreshing
drink tastes great and can help regulate your digestive system. FRUGURT Plain
Lassi has an exciting taste and it definitely invigorates your taste buds, making
you thirst for more.

MANGO
FRUGURT Mango Lassi is prepared to give the consumer a perfect blend of Fresh
Mango and Yogurt, in the form of Lassi. It is available in a sippable cup, for
customers to savor while on the go.
STRAWBERRY
with Natural Strawberry Fruit pulp and billions of Live Active Culture in every
cup, FRUGURT’s Strawberry Lassi is an exhilarating cup of Goodness !! Fresh
Strawberry pulp blended with luscious yogurt makes it an extraordinary
smoothie

Market Segmentation
AGE:
´ 10-30 People who engaged in sports activities.

´ 20-40 Labor class and hard working workforce.

GENDER:
´ It can also be use as a family drink and useful to serve in house guests.

Male and female both.

INCOME:
All households can get a container of Frugurt Lassi as it is very less expensive.

OCCUPATION:
Professionals, sportsmen, students, housewives.

FAMILY SIZE:
In Pakistan average family size is of about 4-7 per household.

Reaserch Overview
We have conducted a survey of some shops and has asked some regarding our
product on which
our whole strategy is based on . The survey and its result are as follows :

Survey Form (Shopkeepers)

Question 1: How do you rate Real Frugurt Lassi?

a. Poor (16%) b. Average (58%) c. Good (26%)

Question 2: If Frugurt launches flavored Lassi,

Will you be interested selling it?

a. No (5%) b. May be (32%) c. Yes (63%)

Question 3: How many people prefer healthy drinks

over carbohydrate drinks?

a. Healthy drink (60%) b. Both (30%) c. Carbohydrate(10%)

Target Market
The target market is generous because of the nature of the product. Frugurt Lassi
shall however focus particularly on children and teens. Moreover, our products are also
of value to the friends and family groups.
Our diverse range of latest Frugurt would able to target all types of people, enabling a
broad market base to our Products
Product 4P’s
 Product:
Engro Food Introduced Lassi brand Called Frugurt Lassi.

Pakistani summers can get really hot and every part of our country has
its version of its favorite summer cooler. Lassi is a popular traditional,
yogurt-based drink from Pakistani. It is a summer cooler that is drunk
the year around.

Lassi is a blend of yogurt, water, and fruits. FRUGURT has joined the
brigade of other Pakistani and International giants in adding Lassi to its
range of products.

FRUGURT Lassi is an all-Natural product. It has a distinctive taste and is

truly refreshing.

This product is available in three variants – Plain (Sweetened), Mango

and Strawberry.

Price:
The costs of our products have to not just allow the company profits but also enable
cost effectiveness for the consumers. The product has been minimally priced to support
buying power of the general public, especially children. Keeping this in mind, the
following price structure has been formulated:

200 ml is for PKR 25/=

350 ml is for PKR 40/=

 Place:

All over the Pakistan

 Upper and middle class

 Promotion:
The future of Frugurt Lassi can vary from perception to perception. One view is that
their future seems to be very promising and stable due to cost leadership trait. We want
our consumer to emotionally attached to our product.

We will make the promotion strategy in such a way that a brand recall will be done
conveniently.Lot of marketing research will be carried out prior to enter the new market.
Frugurt Lassi will be advertised through various channels:

SWOT Analysis Of Frugurt Lassi

STRENGTHS

Having a better value positioning in the mind of customer.

Almost all income level can buy the product.
People who are Brand conscious will mostly like it.
Health conscious people like our product most Focus on the quality and Quantity of
Ingredients.
Weaknesses:
Product is available at selected stores
Less advertisement in current media.

Wrong target way

Opportunities:
New variants
Increase market share

Threats:
Competitive Environment
More Flavors

Brand image.

Low purchasing power

Strong competition from competitors in near future

WHERE DO YOU SEE YOUR PRODUCT IN FIVE

YEARS IN BCG MATRIX?
Boston Consulting Growth (BCG) is basically helps you to visualize and organize
business services and products based on a very simple box method. It consists of 4
equal boxes and they are all part of BCG matrix. As you know that we are just launched
our product ‘Frugurt Lassi’.which is lies on the stage of ‘Introduction’.

The question is here that where would we see our product in next 5 years, the answer
would be ‘Star’ because our strategy is to maintain highest quality, taste and hygiene,
and creating new customers are most difficult exercise for every manufacturers so
pricing would also be the factor to become Star, and there would be quarterly surveys in
urban and rural areas to understand customer’s desire regarding new flavours or
transformation in change in the product. Research and Development department’s role
here is very important in this type of industry and for our Real product it will work
actively and intelligently.
Future Planing
The biggest scope in this sector for Diary Manufacturing is to enter Foreign Market.
There is indeed a large market present of Lassi in the foreign market as usually it can
give you the sense of home for desi people in a very cheap price. A good idea for future
would be to export in these countries via proper distribution channel, as it would not only
generate greater profits but also increase the chances Real emerging as a global
company.