Submitted to: Sir Zia-Ur-Rehman

Feasibility Study

PAFKIET

TABLE OF CONTENT
1.0 2.0 3.0 4.0 4.1 4.2 4.3 4.4 4.5 5.0 6.0 Executive Summery----------------------------------------------------------------------------Company Introduction------------------------------------------------------------------------Background--------------------------------------------------------------------------------------Proposed System-------------------------------------------------------------------------------Production----------------------------------------------------------------------------------------Marketing----------------------------------------------------------------------------------------Distribution-----------------------------------------------------------------------------------------R&D-----------------------------------------------------------------------------------------------Advantages and Disadvantages of Proposed System---------------------------------Equipment need and cost-------------------------------------------------------------------Site Possibilities-------------------------------------------------------------------------------01 02 03 03 04 04 04 04 04 04 04

Prepared by : Zakaullah Khan Sumbal

Student Id: 51790

Page 1

Submitted to: Sir Zia-Ur-Rehman

Feasibility Study

PAFKIET

1.0 Executive Summery

This is the feasibility report of the Omor Ice cream which is a new rising brand of ice cream .In this report I will show the different alternate which can also be used by EFL, which are more suitable and cost effective .with this report I would like to show EFL a rebranding idea on the basis of my research and field work. This report includes:     To demonstrate research work in the area To show higher success with rebranding idea To show more effective and innovative ideas for the production ,selling and marketing To highlight thread, opportunities, weakness and strength

By the end of the report new and potential strategies will be identified for the implementation and given consideration.

2.0 Company Introduction

Engro stands for energy for growth . Incorporated in 1965 as Esso Pakistan Fertilizer Company .Name later changed to Exxon limited. Exit of Exxon (75% stake) in 1991, the company underwent an employee led buyout .Finally as Engro. Other Business lines of Omor are: Engro VopakTerminal Limited (EVTL) Engro EximpLimited (EXIMP) Engro PowerGenLimited (EPGL) Engro Energy Limited (EEL) Engro Polymer & Chemicals Limited (EPCL) Avanceon Limited (EIAL) Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004. Using dairy as a stepping stone to enter into the food business, the Company has established state-ofthe-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 dairy products. To support these brands and their
Prepared by : Zakaullah Khan Sumbal Student Id: 51790 Page 2

Submitted to: Sir Zia-Ur-Rehman

Feasibility Study

PAFKIET

highest standards of quality, Engro Foods has invested heavily in milk processing and milk collection infrastructure. After the success of our dairy products, to which our customers testify, Engro Foods now plans to venture beyond the dairy sector. 2011 will also see the beginning of sales from its own rice processing plant. With an acquisition of Al Safa a fast growing and established Halal meat brand Engro Foods is now venturing into North American market starting from Halal Foods category. The new organization, Engro Foods Canada Ltd. with a subsidiary Engro Foods USA, LLC, intends to aggressively grow the business in this market. With the vision of Elevating Consumer Delight Worldwide, Company s significant focus will be towards the global operations in the years to come.

3.0 Background
From the past centuries eating habits of people have been changed greatly. The items which were considered eating for pleasure now has became the necessity of the daily routine . same in the case of seasons previously mostly food items are being differentiated on the basis of their nature and weather condition but now people consider it merely. Ice cream has become the necessary part of parties, hangout, dessert and for children it is the item which they can buy easily with their pocket money .As ice cream comes in many varieties with the consideration of taste and likeness of all the people living in our society. Previously when people decided to eat ice cream they usually go to an ice cream parlor but now everybody can enjoy his/her ice cream at the door step. Omor is the first and only National beverage brand, but giving intensive competition to the established and giant brand like; Walls , Igloo, Hico etc. Omor was launched in March and formally launched on April 6, 2008.The ice cream was launched in eight cities (LHR,ISD,FSD,MUL,RAW,SUK,KHI,SAHI).The brand had started with 27different variants and flavors. Has two manufacturing sites, one in Sukkur and the other in Sahiwal. Ice cream factory located at Sahiwal. The ice cream factory s average operating capacity is 50,000 liters per day.

Prepared by : Zakaullah Khan Sumbal

Student Id: 51790

Page 3

Submitted to: Sir Zia-Ur-Rehman

Feasibility Study

PAFKIET

4.0 Proposed System:

4.1 Production: Need more Production plant at least one in every subsector of Pakistan. 4.2 Marketing 4.3 Distribution 4.4 R& D 4.5 Advantages and Disadvantages of Proposed system 4.6 Equipment need and cost 4.7 Site Possibilities

5.0 Project Schedule:

Final Recommendation

6.0 Reference:
Cell Number:

Senior Brand Manager: 0300-9495908

Rehan Khaliq

Engro Foods Pvt Ltd

Executive Tower, Dolmen city, Marine Drive, Block-4 Clifton, Karachi.

Prepared by : Zakaullah Khan Sumbal

Student Id: 51790

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