MARKET SEGMENTATION OF DAIRY PRODUCT OF ENGRO AND NESTLE

CONSUMER BEHAVIOR Bilal Munir

20131-16320

Engro’s Market SegmentationProduct Description:Olper's Milk is ultra-heat treated to carefully preserve its rich creamy thickness. The country's leading all-purpose standardized UHT processed milk, Olper's Milk is sheer indulgence in every sip and is backed by its high nutrition content and invigorating freshness that have become synonymous with the Olper's brand.Geographic•Region: Urban

Demographics•Age : Family except children below 5•Gender: Both•Income Moderate and High

Psychographics•Social Class: MM MU UL UM UU•Lifestyle: Strivers and Achievers

Behavioral•Occasions: Special Occasions and Daily purpose•Benefits: Quality and Convenience•Loyalty Status: Strong

Nestle’s Market Segmentation

Product DescriptionProtecting pure milk with the utmost care and warmth, making sure it remains untouched at all stages ,we ensure that you get the best in every drop. We do all this and more because we know that when it comes to your loved ones, you need the trust of purity.Geographic•Region: Urban

Demographics•Age : Family except children below 5•Gender: Both•Income: High

Psychographics•Social Class: MM MU UL UM UU•Lifestyle: Strivers and Achievers

Behavioral•Occasions: Special Occasions and Daily purpose•Benefits: Health , Quality and Convenience•Loyalty Status: Moderate cum strong

Engro’s Market SegmentationProduct Description:The ideal low-fat, hi-calcium milk for adults who want to stay healthy, active and fit for life, Owell contains all the inherent nutrients of milk that can boost energy, without the extra calories that cause weight gain.Geographic•Region: Urban

Demographics•Age : Adults•Gender: Female & Male•Income: High

Psychographics•Social Class: MU UL UM UU•Lifestyle: Achievers

Behavioral•Occasions: Special Occasions and Daily purpose•Benefits: Nutrient Value, Quality and Convenience•Loyalty Status: Strong

Nestle’s Market SegmentationProduct Description:If you are all set for an active and healthy lifestyle, then you need to get the strength your bones need & the smartness you desire with NESTLÉ NESVITA Calcium Plus as it is high in Calcium and low in fat. With more Calcium than regular milk, NESTLÉ NESVITA Calcium Plus locks the Calcium in your bones making them strong and healthy. This is because it contains Calci-Lock, a unique combination of Calcium, Vitamin D and other essential vitamins and minerals. Geographic•Region: Urban

Demographics•Age : Adults•Gender: Female•Income: Moderate and High

Psychographics•Social Class: MU UL UM •Lifestyle: Strivers

Behavioral•Occasions: Special Occasions and Daily purpose•Benefits: Nutrient Value,Quality and Convenience•Loyalty Status: Strong

Engro’s Market SegmentationProduct Description:The cream of all creams, Olper's Cream is a rich, creamy delight that has initiated a new trend not just amongst baking enthusiasts and dessert makers, but also within conventional households, where it is generously splurged over everyday food items as the primary ingredient to enhance the culinary experience by transforming in into a scrumptious creamy sensation. Olper's cream continues to make meal-times, as well as breakfast and afternoon rituals a rich, creamy celebration day after day.Geographic•Region: Urban

Demographics•Age : Children 3+ teen and Adults•Gender: Both•Income: Moderate& High

Psychographics•Social Class: ML MM MU UL UM UU•Lifestyle: Achievers

Behavioral•Occasions: Special Occasions•Benefits: Quality and Convenience•Loyalty Status: Moderate

Nestle’s Market SegmentationProduct Description:MILKPAK CREAM is ideal for desserts, an assortment of toppings and to put a rich spin on whatever you fancy!Geographic•Region: Urban

Demographics•Age : children 3+ teens adults •Gender: Both•Income: Lower ,Moderate

Psychographics•Social Class: ML MM MU UL UM UU •Lifestyle: Strivers

Behavioral•Occasions: Special Occasions and Daily purpose•Benefits: Quality and Convenience•Loyalty Status: Moderate

Engro’s Market SegmentationProduct Description:Pakistan's No. 1 tea-whitening brand, Tarang is a specialized tea creamer that makes the perfect cup of tea guaranteed to transport tea-lovers into a state of sheer bliss any time of the day. With its distinctly fresh aroma, rich taste and strong focus on enhancing the tea-drinking experience for everyone, Tarang has evolved into our biggest and most profitable brand since its launch in 2007, after securing a firm place in the hearts of millions of tea-enthusiasts all across Pakistan.Geographic•Region: Rural Urban

Demographics•Age : Adults•Gender: both •Income: Moderate

Psychographics•Social Class: ML MM MU•Lifestyle: Tea Drinkers

Behavioral•Benefits: Taste, Quality and Convenience•Loyalty Status: Loyal

Nestle’s Market SegmentationProduct Description:The pioneer of tea creaming in Pakistan,EVERYDAY with its consistent great taste, aroma and texture gives a perfect cup of tea every time, making it the choice of modern homemakers who retain their individuality in everything they do and always stand out to make their mark.Geographic•Region: Urban

Demographics•Age : children 3+ teens adults •Gender: Both•Income: Moderate

Psychographics•Social Class: ML MM MU•Lifestyle: Strivers

Behavioral•Occasions: Daily purpose•Benefits: Taste Quality and Convenience•Loyalty Status: Moderate

Engro’s Market SegmentationProduct Description:Dairy Omung is our economical and wholesome UHT dairy liquid brand. Dairy Omung is sourced from pure milk and provides hygienic and nutritious dairy liquid, which helps in the development of growing children. With Dairy Omung, consumers can now enjoy the safety of UHT milk at a price that is within their budget.Geographic•Region: Urban

Demographics•Age : children 5+ teens adults •Gender: Both•Income: Lower

Psychographics•Social Class: LL LM LU ML•Lifestyle: Strivers

Behavioral•Occasions: Daily purpose•Benefits: Nutrition Quality and Convenience•Loyalty Status: Moderate

Nestle’s Market SegmentationProduct Description:NIDO believes that a mother’s love is unconditional and is always searching to give her child the very best in life. That is what she is all about, NURTURING. NIDO strives to provide a strong foundation for growth and development by giving your children the very best in health and nutrition.NIDO 1+ , NIDO 3+ , NIDO FORTIFIED, NIDO BUNYADGeographic•Region: Urban

Demographics•Age : children aged from 1-12 •Gender: Both•Income: Moderate

Psychographics•Social Class: ML MM MU•Lifestyle: Strivers

Behavioral•Occasions: Daily purpose•Benefits: Nutrition , Quality and Convenience•Loyalty Status: Moderate

Engro’s Market SegmentationProduct Description:Mabrook offers all the benefits of Fresh Milk i.e. consistent cream (balai) yield, value in usage (yogurt, butter, ghee, direct consumption, etc) and daily fresh supply of milk at Mabrook shops. Keeping the Loose milk consumer's preferences into view, the milk is sold through milk outlets and is dispensed hygienically to ensure that the best possible quality product reaches the consumer. A growing network of Mabrook Milk Shops has been setup in Karachi and is catering to the daily Fresh dairy needs of the consumers across the cityGeographic•Region: Urban

Demographics•Age : children 5+ teens adults •Gender: Both•Income: Moderate & High

Psychographics•Social Class: ML MM MU UL UM UU

Behavioral•Occasions: Daily purpose•Benefits: Taste Quality and Convenience