Introduction
Marketing is all about identifying and satisfying customer needs/wants by planning and
conducting effective research. This process involves the usage of important pricing and
promotional strategies so that organizational objectives could be achieved and all customer
requirements could be met profitably. (Peter Stimpson, 2015)
FrieslandCampina Engro Pakistan, formerly known as ENGRO FOODS is a
dairy company based in Karachi, Pakistan. It was founded as a subsidiary of Dutch
Multinational corporative FrieslandCampina in 2005. It is acknowledged for producing
frozen desserts and has managed to develop a brand identity over the years. Its main product
brands include Olper’s, (UHT milk) low-fat milk, cream, desi-ghee, tea whiteners, frozen
desserts (Omore) and flavored drinks.
The Marketing Department of an organization is responsible for understanding customer
needs, promoting the firm’s goods/services, setting strategies and monitoring competition.
Most of this is done with help of market research. Every business strives to create a brand
image and generate as much profit as possible and these objectives cannot be achieved
without the presence of this department. When the demand for open milk fell, the marketing
department of Engro Foods decided to launch a hygienic product in the form of packaged
milk (Olper’s) Omoré (Ice Cream) was introduced to the market in 2009. (Shahid, 2015)
Aims of the Report
This report aims at explaining marketing including its evolution, execution and processes by
managerial team. For this purpose, a Pakistan-based company, Engro has been chosen. This
report will further describe the duties of the marketing department’s staff as a whole. Various
procedures such as market research, development/promotion of a product, brand building and
the usage of pricing strategies will also be covered in this report. Explanation on how
marketing is interlinked with other organizational functions will be provided as well.
Marketing Nowadays
Market is any place where buyers and sellers engage in exchange. Members of various
agencies spend most of their time thinking about new strategies to grab the attention of
consumers. After all, creativity plays a huge role in adding dynamism to the economy. A lot
has changed over the past few decades. From leaflets to glossy magazines and from FM
(radio) broadcasting to high-definition CGI advertising, businesses found new and appealing
ways to persuade consumers. Online marketing campaigns have made it easier to increase
brand awareness by offering discounts on social networking sites such as Instagram or
Facebook. People can use codes and avail upto 50% discount on certain items. Before the
Industrial revolution, firms only cared about manufacturing the product but now, a
company’s success depends upon marketing.
Marketing Team
, A marketing manager is responsible for organizing marketing campaigns so that brand
awareness could be raised. Moreover, a marketing manager analyzes customer attitudes and
finds new ways to attract new/existing customers. Since carrying out marketing activities
costs a lot, the managers make sure that all resources are used in an effective manner. A
marketing manager may also be asked to perform tasks like managing websites/social
networking sites. The marketing department would focus on content management if it is
working for a large international firm that deals with electronically conducted transactions.
EngroFoods ’department once used vehicle advertising as a way to persuade customers to
purchase their dairy products.
In a marketing department, managers try their best to understand people’s preferences so that
they can easily analyze market trends and conduct a competitive analysis. EngroFoods did the
same and received a positive feedback from the customers. Later, they were asked to set up a
new plant in Sahival. Marketing managers also hire advertising agencies at times so that more
creative ideas could be generated. Moreover, they check whether a company’s members are
attending conferences, festivals and trade shows or not. All marketing managers discuss
copywriting techniques with each other so that they can grow their social media audience.
(Calaby, 2018)
Marketing Processes
Firms need to identify their mission, responsibilities and objectives first. A mission statement
defines the purpose of the business. For example, EngroFoods’ main aim is to provide
quality food products while maintaining ethical standards and being environmentally
responsible. After this, a company is tries to acquire new information regarding the market
place i.e. customer needs and wants (market research). EngroFoods wanted to become the
center of attention in the food industry so they performed a situation analysis where the
organization’s strengths/weaknesses, opportunities and customer attitudes were analyzed. The
marketing department is then supposed to develop new strategies, including market
segmentation and targeting.
Market segmentation is important because businesses cannot serve all customers in every
way. For example, Omore (ice cream) targets children and Olper’s milk targets a special
social class (people that are health conscious). Building the perfect marketing mix is another
essential process. Its main elements are; Product, Price, Place and Promotion. EngroFoods
ensure that their products meet nutritious standards. Moreover, they try to create attractive
packaging designs, set reasonable prices and also have their own transportation systems.
Promotion methods like creating high-quality video ads, offering discounts/free samples at
launch and choosing effective billboard locations make it easier to grab a person’s attention
and maintain customer loyalty. Most businesses use marketing automation software that helps
in analyzing campaign performance. Messages are sent via email so that reviews could be
collected. This enables the firm to improve their existing products by encouraging innovation
and reduce the number of customer defections. (Shahid, 2015) (Weller, 2017) (Academy,
2014) (TechnologyAdvice)
Marketing as an Organizational Function
Marketing is all about identifying and satisfying customer needs/wants by planning and
conducting effective research. This process involves the usage of important pricing and
promotional strategies so that organizational objectives could be achieved and all customer
requirements could be met profitably. (Peter Stimpson, 2015)
FrieslandCampina Engro Pakistan, formerly known as ENGRO FOODS is a
dairy company based in Karachi, Pakistan. It was founded as a subsidiary of Dutch
Multinational corporative FrieslandCampina in 2005. It is acknowledged for producing
frozen desserts and has managed to develop a brand identity over the years. Its main product
brands include Olper’s, (UHT milk) low-fat milk, cream, desi-ghee, tea whiteners, frozen
desserts (Omore) and flavored drinks.
The Marketing Department of an organization is responsible for understanding customer
needs, promoting the firm’s goods/services, setting strategies and monitoring competition.
Most of this is done with help of market research. Every business strives to create a brand
image and generate as much profit as possible and these objectives cannot be achieved
without the presence of this department. When the demand for open milk fell, the marketing
department of Engro Foods decided to launch a hygienic product in the form of packaged
milk (Olper’s) Omoré (Ice Cream) was introduced to the market in 2009. (Shahid, 2015)
Aims of the Report
This report aims at explaining marketing including its evolution, execution and processes by
managerial team. For this purpose, a Pakistan-based company, Engro has been chosen. This
report will further describe the duties of the marketing department’s staff as a whole. Various
procedures such as market research, development/promotion of a product, brand building and
the usage of pricing strategies will also be covered in this report. Explanation on how
marketing is interlinked with other organizational functions will be provided as well.
Marketing Nowadays
Market is any place where buyers and sellers engage in exchange. Members of various
agencies spend most of their time thinking about new strategies to grab the attention of
consumers. After all, creativity plays a huge role in adding dynamism to the economy. A lot
has changed over the past few decades. From leaflets to glossy magazines and from FM
(radio) broadcasting to high-definition CGI advertising, businesses found new and appealing
ways to persuade consumers. Online marketing campaigns have made it easier to increase
brand awareness by offering discounts on social networking sites such as Instagram or
Facebook. People can use codes and avail upto 50% discount on certain items. Before the
Industrial revolution, firms only cared about manufacturing the product but now, a
company’s success depends upon marketing.
Marketing Team
, A marketing manager is responsible for organizing marketing campaigns so that brand
awareness could be raised. Moreover, a marketing manager analyzes customer attitudes and
finds new ways to attract new/existing customers. Since carrying out marketing activities
costs a lot, the managers make sure that all resources are used in an effective manner. A
marketing manager may also be asked to perform tasks like managing websites/social
networking sites. The marketing department would focus on content management if it is
working for a large international firm that deals with electronically conducted transactions.
EngroFoods ’department once used vehicle advertising as a way to persuade customers to
purchase their dairy products.
In a marketing department, managers try their best to understand people’s preferences so that
they can easily analyze market trends and conduct a competitive analysis. EngroFoods did the
same and received a positive feedback from the customers. Later, they were asked to set up a
new plant in Sahival. Marketing managers also hire advertising agencies at times so that more
creative ideas could be generated. Moreover, they check whether a company’s members are
attending conferences, festivals and trade shows or not. All marketing managers discuss
copywriting techniques with each other so that they can grow their social media audience.
(Calaby, 2018)
Marketing Processes
Firms need to identify their mission, responsibilities and objectives first. A mission statement
defines the purpose of the business. For example, EngroFoods’ main aim is to provide
quality food products while maintaining ethical standards and being environmentally
responsible. After this, a company is tries to acquire new information regarding the market
place i.e. customer needs and wants (market research). EngroFoods wanted to become the
center of attention in the food industry so they performed a situation analysis where the
organization’s strengths/weaknesses, opportunities and customer attitudes were analyzed. The
marketing department is then supposed to develop new strategies, including market
segmentation and targeting.
Market segmentation is important because businesses cannot serve all customers in every
way. For example, Omore (ice cream) targets children and Olper’s milk targets a special
social class (people that are health conscious). Building the perfect marketing mix is another
essential process. Its main elements are; Product, Price, Place and Promotion. EngroFoods
ensure that their products meet nutritious standards. Moreover, they try to create attractive
packaging designs, set reasonable prices and also have their own transportation systems.
Promotion methods like creating high-quality video ads, offering discounts/free samples at
launch and choosing effective billboard locations make it easier to grab a person’s attention
and maintain customer loyalty. Most businesses use marketing automation software that helps
in analyzing campaign performance. Messages are sent via email so that reviews could be
collected. This enables the firm to improve their existing products by encouraging innovation
and reduce the number of customer defections. (Shahid, 2015) (Weller, 2017) (Academy,
2014) (TechnologyAdvice)
Marketing as an Organizational Function
