Presented by:

Anum Aziz – 16721

Zohaib Abbas –
 Engro Foods Limited was formed as a wholly owned
subsidiary of Engro Corporation in 2005 .
 Using dairy as a stepping stone to enter into the food
business, Engro has launched multiple products,
becoming a major player in the food market of
Pakistan.
 Now, focusing our attention to Tarang in particular,
we look at the bases on which it has segmented its
target market, its brand personality, the marketing
mix that the company has employed to gain the
maximum returns and the 4Cs from the consumer’s
point of view.
 Olper's
 Olper's Lite
 Omore
 Dairy Omung
 Olfrute
 Olper's Lassi
 Ollwell
 Tarang
 Tarang has carefully chosen its target market after conducting
extensive market research and applying the following bases for
segmentation to maximize the return on its efforts.
 Tarang is targeted towards the labour class of Pakistan that
works hard during the day and needs to keep their nicotine
levels high.
 They consume a lot of tea and as they do not earn much, Tarang
offers them a low priced alternative to milk.
 Tarang positions itself for this market and the ideal tea
whitener.
 The target market is not a very loyal lot and cannot be relied
upon for continued use; they will go after whatever is cheap.
 But in other way, the rural class would prefer to have a tea of
fresh milk.
 Tarang has a very joyous and festive personality that
is repeatedly portrayed in its TVCs.
 It shows an archetypal, filmy lifestyle to the
distressed target market that is looking for an escape
from the hard realities of life.
 Initially when Tarang was launched it classified as a
Star but presently it is facing problems such as with
its distribution and a tough competition from new
entrants in the industry.
 As a result it is facing difficulties in maintaining its
market share and has a tendency to move towards
being a Question Mark.
Direct Competitors:
 Nestle Everyday
 Tea Max-Haleeb
 Chaika - Shakargang
Indirect competitors:
 Olper’s
 Nestle Milkpack
 Fresh Milk
 Powdered Tea whiteners
 Tarang communicate with its target market with Bursting
colors and full of Lollywood stars dancing on catchy tunes-
that is how Tarang aims to attract viewers’ attention to its
TVCs.
 But unfortunately their ads looks more fashion oriented
e.g jewellery/clothing more than tea whitener.
 Tarang advertisements seem to emphasize more on the
‘jorr’ rather than the chai part.
 As tea is what which we like to have it to get fresh and
relax.
 Tarang has always wanted its consumers to relate to the
glitz and glamour of the film industry (which is a tricky part
considering the health of our own film industry).
 With overly festive and celebratory mood of commercials,
it takes a few moments before a new viewer can recognize
the product being advertised owing to the dominance of
music and dance with least visuals of tea or the stars
sipping the tea.
 Tarang ads fail to strike a chord from an emotional point of
view.
 The viewers cannot relate the scenes from the ads with
their own life situations where they might ‘feel’ a want to
drink/ prepare tea.
 While Everyday comes as a smooth and urbane brand with
its ads more relatable to real life situations, one cannot say
the same for Tarang.
 In Pakistan, tea is more of a family drink, popular
among masses and associated with refreshing
one’s mood and mind alike.
 This does not reflect well in Tarang’s ads.
 It is usually the mothers and wives who select and
purchase tea, tea whitener brands, milk etc.
 The ads need to incorporate the mother/wife
element to some extent, without sounding
clichéd.
 Tarang, for instance, launched its advertising with
the “Yeh koi jor nahi” – a filmi dialougue based on
highly a dramatic scene between a hero, heroine
and the heroine’s father!
 Tarang initially built on a great advertising idea.
However, over time they moved away from that
critical success factor and now find relief in only
good advertising execution (minus the idea).
 As, before watching any movie of any star, you
realize what sort of film it will be, same is the
situation with Tarang, you can foresee what sort of
an advertisement it will be.
 Beginning with this "Mughal-e-Azam" feeling which
they attempted to show, however, but failed because
actors aren’t synchronized with the background.
 They tried to rhyme words, but failed because,
“Tarang Ka Raaj, Har KoiYaha Ishq-Baaz”, I hope you
can also spot the difference here as well because
“Raaj” and “Baaz” doesn’t not rhyme with one
another.
 After taking a sip, Fahad Mustafa and Mehwish
Hayat started dancing for no reason as tea
whitener can’t give you this sort of energy.
 Apart from that, those cartoons you see behind
Mehwish and Fahad dancing, doesn’t know why
they are there and doing their own ‘Hakuna
Matata’ dance.
 The look of palace is confusing, either its Mughal
Emperor or Aladdin Palace.
 Saima was dressed by her "Kaneez" and the
minute she got dressed, came out and started
dancing.
 She was so excited to dance that she forgot to
take a sip, because that was the criteria which
Fahad and Mehwish followed; take a sip, and
perform dance which doesn't show any
connection with product. ("Aik Baar Jo Hum Se
Jor Jaye, Wo Hum Se Duur Na Ho Paye“)
 Then, came the Anarkali (Imaan Ali) performance.
 They showed her necklace, dress and her shoes. It
gives a feeling that ad is of any designer brand
related to fashion & apparel)
 “Yahi Hai Des Ki Awaz” they got the idea from
Gala, where Noor said “Des Ka Biscuit Gala”.
 Previously it was:
 “Tarang He Tarang Hai, Chae KiYe Omung Hai”
 Now it is:
 “Tarang He Tarang Hai, Chae KiYe Lagan Hai” and
“Khushboo, Maza DABANGG Hai”
 The product has functional as well as informational packaging with combination of
both the pleasant and emotional appeals.
 Slogans/Taglines
1. “Tum Mai Hai Kuch Khaas”
2. “Banay Hain Ek Dosray Ke Liye”
3. “Special Milk for Tea”
4. “Good Food, Good Life”
 Message Strategy
 By examining the slogans and message strategies associated with Everyday, we can
point out a highly differentiated message, with the objectives:
1. Strengthen the bond between families
2. Nurture relationships
3. Sharing Love
4. Understanding the values of friendship and affection
5. Handling conflicts
6. Healthy lifestyle
 The brand also has many strengths and weaknesses in terms of formula,
packaging and distribution which are particular to it.
 The promotional campaigns are one of the main factors that set it vastly
apart from other tea whiteners.
 Its extensive advertising largely embodies the Lollywood culture of
festivity and fantasy, which is indirect contrast with the family-based
themes of other tea whitener brands.
 From our brand analysis we conclude that Tarang, while a lucrative
Strategic Business Unit for Engro Foods Ltd, faces a number of internal
weaknesses and external threats to its market share, customer base and
consequent revenues.
 Tarang still has a long way to go. It is currently going through a difficult
phase where the product has reached its maturity and a lot has been
invested in it but the returns in terms of profits do not represent its
correct potential.
 The thought of any story based advertisement is to
connect it with the brand's slogan or brand esteem at the
end, so that consumer can remember it or relate it to the
brand.
 But here Dance and Tarang (Tea Whitner product?)
 Tarang should consider the realities of its target market
and present the story in positive manner rather than
showing the high profile set up, designer dress & jewelry.
 This can cause the inferiority complex in its target market.
 This is one of the major flaw in their promotional strategy
and because of this somehow, TARANG is losing its market
share.