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Marketing Plan of Tarang Table of content 1. Company profile 2. Vision& Mission 3. Tarang Introduction 4. Current Marketing Mix 5. SWOT Analysis 6. Market Segmentation 7. Positioning

Marketing plan of Tarang

Apr 16, 2017



Hassan Shahzad
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Page 1: Marketing plan of Tarang

Marketing Plan of Tarang

Table of content

1.Company profile 2.Vision& Mission3.Tarang Introduction4.Current Marketing Mix5.SWOT Analysis6.Market Segmentation7.Positioning8.Targeting

Page 2: Marketing plan of Tarang

Marketing Plan of Tarang

Company profile

Engro Foods Limited is subsidiary of Engro Chemical Pakistan LTD. Which is one of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the areas of fertilizer and chemicals?Engro foods started its business operations in March n2006 and with the successful launch of Olpers Milk, Tarang, Olwell, and Olpers cream, low-fat milk Olper’s lite, Omung dobala, Olfrute, Tarrka, Omore, Omung Lassi, it has established itself as a major player in the foods business. With the ever expanding milk collection network and processing facilities, the Supply Chain has geared them for the growing sales of their products. Engro Food, a wholly owned subsidiary had its first full years of operations in 2007. The company continued expanding with additions to brand portfolio, milk production and distribution capacities.

They believe that their recent successes will take them to their goals. To be one of the biggest players in the food business. Engro’s aim is to dominate the food business and to achieve this they will settle for nothing less than the cream.

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Marketing Plan of Tarang

VISION “To be the Premier Pakistani Enterprise with a global reach,

passionately pursuing value creation for all stake holders”

MISSION (Our mission is twofold) “To help farmers maximize their farm produce by providing quality plant nutrients and technical services upon which they can

depend. To create wealth by bui ld ing new businesses based on company and count ry s t rengths in Petrochemicals, Information

Technology, Infrastructure and other Agricultural sectors. In pursuing the mission we shall at all time be guided in our conduct and decision making

by our Core Values.”

Page 4: Marketing plan of Tarang

Marketing Plan of Tarang


Page 5: Marketing plan of Tarang

Marketing Plan of Tarang


Tarang is a tea-whitener, it’s available in both liquid and powder format that appeals everyone’s taste. Tarang Liquid was launched in 2007 and Tarang Powder was launched in 2010. Tarang’s easy to use packaging and dedicated approach to enhancing the enjoyment of tea has won over the Pakistani palette with the taste that touches the heart and price that fits the pocket.

In Pakistan social classes A+ and A, milk powder was used in the milk. This enabled convenience in usageand there is no storage hassles. Similarly, workplace where tea consumption is high used powder milkwhere convenient of usage is required. Milk powder used was Millac (an all purpose milk powder) andNido (a milk powder designed for children). At that time, this was a huge market Niche which was beingcatered by products not made for this Niche. Nestle came up with the milk powder brand “Everyday” to cater the Niche and currently considered the leader in this category. However, “Everyday” is mostly targeting the original market with SEC class A+, A and B

Engro entered into this market and targeted lower middle class and lower class through its milk whitener Tarang to replace all purpose milk used specially in rural areas of Pakistan. Now Engro has launched Tarang milk powder tea whitener to cater need of middle and upper lower class and workplace tea industry. Tarang Milk whitener launched in August, 2007.

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Marketing Plan of Tarang

Current Market MixThe market is the combination of element that the frame the market strategy for a company in relation to their product and services, in order to help them achieve their market objective. Traditional, the market mix has focused on four elements.


SKUs 1 Pack Price # of Pack in Carton Carton Price

Tarang Liquid

 125 ML 12 24 270

 200 ML 18 24 420

 250 ML 22 27 590

 500 ML 48 12 570

Tarang Powder

  20 GM 10 432 4320  25 GM 10 288 2880 125 GM 50 48 2400 400 GM 160 24 3840FSD1000 GM 370 12 4440

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Marketing Plan of Tarang

This product is cheaper than the others like nestle. So people will prefer tarang milk because our half of population is under poverty so they will get attraction tarang milk.


No matter how effective the promotion and packing, a firm will find it very difficult to market a product with fails to satisfy a consumer need.

In new product we will change the taste and odor of milk and we will reduce fats and increase proteins. And we will make categories of tarang milk.

Promotion:Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix.

Channels adoption for promotion: TV, News Papers, Magazines.

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Marketing Plan of Tarang

Advertisement budget:It will be planned from the start of financial year. It will keep secret. We will invest 5% of our budget on advertisement.

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Marketing Plan of Tarang

Place:Marketing Mix is Place. Place is also known as chinned, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/service provider to the user consumer.

Outlets of product:

These will locate all lovers in Pakistan regardless of big and small cities.

SWOT Analysis

In order to create an effective strategy for getting competitive advantage, the management must perform the competitive analysis. This involves both assessing the internal environment and the external environment effecting the organization ability to compete effectively. SWOT analysis is one of the tools to analyze these environments.

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Marketing Plan of Tarang

Strengths: Strong professional management of Engro Foods Limited. Engro Foods has

successfully launched top brands like Olpers, Owsum, Omore. They have the expertise in launched similar dairy products.

Engro has invested heavily in milk processing and milk collection infrastructure. They have the strong suppliers support.

Engro has inherited management practices and principles from Exxon Chemicals USA, after the management buyout.

Weakness: They don’t produce enough to supply to the distributor and retailers Because of their poor packing, milk will not remain fresh for a long time. So

consumer must consume the milk in a short time.0

Opportunity: Opportunity to fut hur expand its category like introducing a tea. Tarang ads can attract people is the semi urban areas. It is a way of making people shift from open milk to tea whitener(because of

its affordable price) Tarang Milk Powder.

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Marketing Plan of Tarang


1. Competition:

Competition may pose a threat because the company will have to maintain its Leadership in an expanding market so that it doesn’t lose its market share to its competitors. For Tarang milk it might be difficult to penetrate in a market where the loyalties exist for such brands as Nestle and Haleeb. These brands have been inthe milk industry far too long and have left a mark in the minds of customers in terms of quality. Competition seems to be getting tougher as a result of new players entering the dairy markets.

2. Perceptions and Price Differentials

Consumer’s perceptions and price differentials can cause a threat for the company. It is important that Tarang milk comes up to the expectations of customers and fulfils its conformance quality that is the company meets its promised specifications. Consumer’s preferences change with time and prices might create certain barriers in terms of the profit margins for Tarang milk. For example, lose/organic milk is still cheaper than packaged milk and that is also one factor that people still prefer to buy lose/organic milk.

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Marketing Plan of Tarang

Market Segmentation:

It is very tricky for any company to engage in mass production, mass distribution and mass promotion for its product. Therefore, companies segment the market to that they can target the group of customers who share similar needs and wants. Tarang milk should make a segment for the market so that it will achieve the health conscious young and a bit tasteful so that everyone follow the Trang milk the company should make an ad to attracts young generation no to appeal to all the masses. It is for the young experiences to get attracted by this ad and go for Tarang milk.

Demographic Segmentation:Tarang milk should focus towards the youth, teenagers and young adults. The brand is meant for all the users in higher upper or middle class families being positioned as a brand for high income earners.

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Marketing Plan of Tarang

Psychographic Segmentation: On the basis of psychographics, factors such as personality traits, lifestyles and values, the marketers of Tarang Milk should have segmented the market more towards healthy conscious trendy youngsters, experiences who are ready to try out something new. For example the ads for Tarangmostly show for the tea purpose so that Tarang ad should be targeted on above factors and they should show something new. Once this segment of customers was indentified for Tarang the brand was positioned in the minds of customers through various promotional strategies.

Behavioral segmentation:Tarang products should have been segmented on the basis of benefits that consumers seek in the milk. In this case, people look for a brand that canbe used for all purposes from drinking to tea whiteners as well to feed the animals. The ads also shows that customers should increase their milk consumption for example with every tea they should use Tarang Milk, every morning they should drink Tarang milk and everyday they should feed their pets with Tarang milk. There may be some hard core loyal in the milk sector. Loyalty maybe towards such established brands as Nestle and Haleeb. There might even be switches and shifting loyal in the milk sectors that are either price sensitive or want variety. As a result, the marketers need to find ways to make the hard core loyal attracted to the Tarang brand and shifting loyal and switchers to convert into hard core loyal as well.

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Marketing Plan of Tarang


Positioning involves designing the products and image that will occupy a distinctive place in the minds of the target market. As can be seen, nestle milkpak and Haleeb have the largest profit margins and market share in the milk industry. Thus the marketers at Tarang milk have decided to create its own unique image and then strengthen the position in the customer minds. They should have done this by taking a number of following steps:

Packaging of Tarang milk in red color is quite different and distinctive from the typical green and blue packing used by other competitors.

Tarang milk is positioned as good for a distinctive use or application. In this case Tarang milk can be used for all purpose like drinking, tea etc. it can be said that all the different stages have been performed by the marketers with extreme care and research.

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Marketing Plan of Tarang


Tarang is targeting the lower and middle class families and low income. The target groups of Tarang are children, teen age, old age people in the market.

Old Age:For old age people they should add low fat/calories because it may create heart diseases. Now in this era people are aware of fat/calories because of advance technology.

Children:Children with low body stores of vitamins A who have measles may be require vitamins A supplementation. So they can add Vitamin A properties and other properties which are related or beneficial for the kids and they should properly advertise these benefits.

Teen Age:

For teen agers they should add high calcium, proteins and vitamins so it should be a thirst quencher, it is hydrating and it is refreshing.