8/13/2019 MRA20130026 Assignment 1

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KSBL

MRA Assignment 1

By: 201300261/27/2014

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Engro

Shahan Arshad 20130026

Company profile

Engro started in 1957 as Esso Fertilizer Company and initially started its !siness in"ertilizers# $in%e t&en it &as gro'n in(ested in se(eral ind!stries (ia s! sidiaries s!%& asEngro )olymers* Engro )o'ergen and Engro Foods# Engro "oods &as %ome !p 'it&se(eral rands s!%& as +arang* ,lpers* -a roo.* ,l'ell* ,more i%e %ream* ,'s!m et%"or prod!%ts in t&e mil. mar.et* "la(ored mil.* tea* non tetrapa. mil. .&!lla d&ood& andot&er "oods and e(erages#

i(en t&e in(estment tenden%y o" Engro to %ome !p 'it& ne' prod!%ts and in(est inne' mar.ets* 'e 'o!ld li.e to e plore t&e opport!nity "or Engro Engro Foodsspe%i"i%ally to %ater to t&e &ig& end %&o%olates mar.et#

Research Objecti es

+o e plore t&e )a.istani %&o%olate mar.et "or %ons!mers aged 26 years* interms o" opport!nities* pro lems and %ons!mer taste pre"eren%es#

+o st!dy t&e (ia ility o" Engro as an entrant in t&e mil. %&o%olate mar.et "or%ons!mers aged 26* and t&e optimal pri%e range "or a %&o%olate ar in t&istarget segment#

+o o""er re%ommendations regarding Engro s %!rrent %&o%olate prod!%ts andasso%iated strategies ased on insig&t gleaned t&ro!g& t&e resear%

!n"depth !nter ie#

+&e respondent is a yo!ng ad!lt aged 25* $ingle* -ale* medi!m in%ome "amily*%!rrently 'or.ing "or $tandard C&artered Ban.#

+&e respondent %ons!mes !n. "ood on o%%asion in (ario!s "orms s!%& as !rgers*pizzas "or dinner and i%e %ream "or dessert# +&e respondent !s!ally loo.s "or lo%al%on"e%tionery s'eets s!%& as ras malai and g!la aman '&en s&opping "or s'eets as

'ell as %a.es on irt&days# C&o%olates are o!g&t as sna%.s or on spe%ial o%%asionsin%l!ding irt&days and alentine s 8ay gi"ts# +&e respondent in"ormed t&at &eo%%asionally eats %&o%olate ars as a sna%.# +&e p!r%&ase o" %&o%olate is !s!allyimp!lsi(e# &en as.ed to re%all '&at rands &e &as p!r%&ased* &e re%alled namess!%& as -ars* $ni%.ers* Cad !ry* +o lerone* and it at# +&e respondent said t&at &eli.ed -ars ar e%a!se o" its %aramel %enter#

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&en as.ed i" t&ere 'as e(er a %&o%olate t&at &e did not li.e* t&e respondent re%alledsome lo%al names t&at 'ere e %essi(ely s'eet s!%& as $marties# ;e said t&at &e 'asnot %on%erned a o!t e treme s'eetness rig&t no' !t 'o!ld e more %are"!l a o!ts'eet prod!%ts as &e gets older d!e to t&e ris. o" dia etes# ;e did not pla%e anyimportan%e on pa%.aging and said &e did not ase &is p!r%&ase de%isions on pa%.agingstyle as long it 'asn t !st a generi% pa%.ing li.e a grey al!min!m "oil# ;o'e(er &e dide press ent&!siasm at !ni

>-y little sister lo(es Cad !ry@

>C&o%olates are good "or gi"t gi(ing to someone@

>? li.e %&o%olate "la(ored mil. as 'ell# ,(altine is my "a(orite@

>? !sed to eat -ilo 'it&o!t adding it to mil. '&en ? 'as a %&ild@

>;ers&ey s s&ape and pa%.aging mast &ain yar@

>? ne(er noti%ed pa%.aging %ons%io!slyA ? only !y y rand name@

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>? tend to t&in. t&at %&o%olates 'rapped in gold "oil are more e pensi(e t&at t&ose 'rapped in sil(er "oil and sil(er "oil ones are more e pensi(e t&an t&ose '&i%& are soldin !st plasti% ags li.e Candyland s s'eets@#

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