Assignment: Mns University of Agriculture, Multan

Assignment
SUBMITTED TO:
Mam Sidra Naeem

SUBMITTED BY:
Muhammad FASIH Zafar

Section:
D
Reg #:
2019-UAM-194
Semester:
3rd
Course:
Fundamental of Agribusiness and Marketing
Topic:
Analyzing the Marketing mix
MNS UNIVERSITY OF AGRICULTURE,

MULTAN
Marketing Mix:
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market.
 The term often refers to a common classification that began as the four Ps:
1. Product,
2. Price,
3. Placement
4. Promotion.
 The different elements of a marketing mix work in conjunction with one another
 It was introduced in 1960 by marketing professor and author E. Jerome McCarthy.
 To achieve the business target, these Four Ps are used
 Depending on the industry and the target of the marketing plan, marketing managers may
take various approaches to each of the four Ps.
 Each element can be examined independently, but in practice, they often are dependent
on one another.
Product:
It refers to the item actually being sold.
 The product must deliver a minimum level of performance; otherwise even the best work
on the other elements of the marketing mix won't do any good.
Price:
It refers to the value that is put for a product.
 It depends on costs of production, segment targeted, ability of the market to pay, supply -
demand and a host of other direct and indirect factors.
Place:
It refers to the point of sale.

 In every industry, catching the eye of the consumer and making it easy for her to buy it is
the main aim of a good distribution or 'place' strategy. Retailers pay a premium for the
right location
Promotion:
This refers to all the activities undertaken to make the product or service known to the user and
trade.
 This can include advertising, word of mouth, press reports, incentives, commissions and
awards to the trade.
 It can also include consumer schemes, direct marketing, contests and prizes.
Analyzing the marketing mix of Engro Fertilizer Company
Engro Fertilizers is a Pakistani fertilizer manufacturing company and is a subsidiary of

conglomerate Engro Corporation. The company has a local market share of 30 percent. The
company was demerged from the parent company in 2010.
Products of Engro Fertilizers:
Its main brands are:
1. Librel Zinc. 9. Engro Zarkhez.

2. Azidox. 10. Engro MOP.
3. Sulphur. 11. Engro SOP.
4. Truce Xtra. 12. Engro SSP + Zinc.
5. Engro Urea. 13. Engro Ammonium Sulphate.
6. Engro DAP. 14. Zabardast Urea.
7. Engro NP. 15. Zoron.
8. Zingro. 16. Power Potash.
Price:
Engro fertilizers has decided to follow the strategy of competitive pricing for its products. In
order to do so it has kept a careful watch on the market economy as well as the pricing policies
of all its competitors. It receives regular feedbacks that help it in determining and fixing the
prices of its own products. The market demand is another deterrent in determining the prices and
Engro keeps the lowest possible prices without hampering the quality of the product
The company has decided to keep the prices flexible on a minimum and reasonable scale, so that
each and every section of the community can reach towards these products. Large volume of
sales yield larger profits for the organization.
Place:
Engro is a multinational company. Its main focus on agricultural countries. As Pakistan is an

agricultural country. Economy of Pakistan depends upon agricultural products. So, for
betterment of agricultural products, fertilizers are used. Engro choose a good place for business.
Engro fertilizers is actively involved in the distribution of all its fertilizers products. It follows
both the direct and indirect channel of distribution. Under indirect channel Engro fertilizers
products are available at almost all the large and small-scale outlets and stores.
Promotion:
 The marketing strategy of Engro fertilizers is consumer centric and this has made them a
huge success in the fertilizers industry.
 Under its promotional strategy, it has given special attention to its packaging and
marketing. The attractive and high quality packaging is also colorful to make it
distinctive and eye catching.
 Engro fertilizers have realized the importance of farmers in the scheme of their things and
hence have been actively targeting the farmers to buy their products.
 Engro fertilizers recognize the contribution of active advertising to make high sales. The
vision of the company is “Elevating Consumer Delight Worldwide”
 And for this purpose, it has taken the help of print media to highlight its products in every
nook and corner.
 Billboards magazines and newspapers are an important part of their strategy. Besides this,
they have created noticeable ads that are colorful with catchy tunes and made them a part
of the electronic media specially the television and radio. Advertisements are also
displayed on vehicles like the bus, trucks and trains.

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Assignment: Mns University of Agriculture, Multan

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Assignment

Mam Sidra Naeem

Muhammad FASIH Zafar

MNS UNIVERSITY OF AGRICULTURE,

It refers to the item actually being sold.

It refers to the value that is put for a product.

It refers to the point of sale.

Analyzing the marketing mix of Engro Fertilizer Company

Engro Fertilizers is a Pakistani fertilizer manufacturing company and is a subsidiary of

Products of Engro Fertilizers:

Its main brands are:

1. Librel Zinc. 9. Engro Zarkhez.

Engro is a multinational company. Its main focus on agricultural countries. As Pakistan is an

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