Customer Relationship Management

Customer relationship management is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty.

“Consumer is the reason for our existence as a business.”

Customer Relationship Management in Engro Food`

According to engro foods view, CRM consists of:

Helping olpers to enable its marketing departments to identify and target their best

customers, manage marketing campaigns and generate quality leads for the sales team.

Assisting olpers to improve account, and sales management by optimizing information

shared by multiple employees, and streamlining existing processes.

Allowing the formation of individualized relationships with customers, with the aim of

improving customer satisfaction and maximizing profits; identifying the most profitable

customers and providing them the highest level of service.

Providing olpers employees with the information and processes necessary to know their

customers, understand and identify customer needs and effectively build relationships

between the company, its customer base, and distribution partners.

Customers Touch points

Customer touch points is any occasion on which customers encounters the brand and product.

Following are the customers touch points which Olper’s uses for catering to the relationship of its customers:

1-2-1 Marketing

Float Activity

One way that engro foods and olpers have chosen to interact with their customer is Float Activity. Olpers have been launching promotional activities all the time and according to them this float activity proved to be very effective to keep in touch with their customers.

Road Shows

In the summer of 2009 when engro foods launched their new product line of Dairy Ice Cream Omore initaly in Lahore the whole city was decorated with different road side banners and place cards. This is a traditional engro food way to keep in touch with their customer and also to promote their new product.

1-2-1 Marketing Float Activity Road Show

Rural Melas

Buchat Bazars

Institutional promotions

Free Samplings

Chain store Promotions

Event Management Gala Carnivals

Music Concerts

Funfair

Value Addition Banners T.V Commercials

Buntings

Posters

New Articles

Vehicle Branding

According to Olpers Road shows are a very easy yet effective way to keep in touch with customers.

Rural Melas

Since Pakistan is a country with most of its population still living in rural areas, Olpers decided to reach those potential consumers with a different approach and they arranged different rural side Melas in which they can easily state their point and make the potential customers a loyal customer

Bachat Bazars

Bachat Bazars are very common in Pakistan and since this is a trend in the market Engro foods used this way to reach to its existing customers and also targeted new customers in this 1 2 1 marketing way.

Free Sampling

To promote and let the people who have not yet tested the product compnies use the technique called free sampling. And Engro foods have done free sampling to make sure that people are aware of the product and also to get the feed back out of the customers to make sure if there are any lags in the product.

Chain Store Promotions

Another 1 2 1 way of marketing technique that Engro foods have adopted to create effective touch point with their customer is by putting their brand in all the chain store in Pakistan in this way people can have access easily to the product and they do not have to look for the product.

Event Management

Carnivals

Engro foods have worked their way in the customers heart by knowing them in every way. They try to promote their products and make sure that their product is available in carnivals and all special events that are taking place

Music Concert

Omore Ice cream launch was unique in its kind as they had music concert with leading Bands of Pakistan performing in these concerts. Since they feel like sponsoring such events creates a good way to interact with their customers

Fun Fair

One way to have direct contact with the customer is to promote different fun fair all over the country. This way existing customer and new customer both are easily targeted.

Value AdditionBanners

An effective way to add customer value towards the product is to display banners and bill boards all over the city so that customer are aware of their brand and make them feel proud about their brand.

T.V Commercials

T.V commercials are very effective and excellent way to promote the product and also to increase the value of customers. Its easy way to reach the customers mind and create a positive image towards a brand

Posters

Posters are cheap and easy to display way to reach into customers mind and create a positive view of the brand and also to increase the value a customer holds towords the product and engro food have worked hard to gain this position

Increasing value of customer base

We pair our extensive behavioral knowledge and our leadership in activating brands with impact to deliver bottom-line results. From that foundation, we craft a truly media-neutral strategy,

tailored to provide the best brand experience for each client. We'll use a mix of interactive, face-to-face marketing and shopper marketing to achieve and exceed our client's goals.

Wining companies improve the value of their customer base by adopting strategies such as following:

Enhancing the growth potentials of each customers

New offerings & opportunities by olpers increase sales by existing customers. In start engro –foods enters in the milk market by introducing olpers milk, when maintained its position in market, lunches its cream named olpers cream. When they see the response of the customers they introduced another product Tarang “a tea whitener” & olwell “a skims milk” looking the potential market, the new product they introduced is Omore ice cream.

Through introducing new products in the market olpers shares the wallet of the customers.

Increasing longevity of customer relationship

Olpers involves their customers with their products by their attractive and traditional ads. In Ramadan olpers on-air special Ramadan theme ads, which help a lot to involve customers with olpers,the more involved a customer with the company, they more likely to stick with the company.

Making Low profit customers more Profitable

Customers who used to buy less Olper’s or other products of Engro Food are encouraged through bachat bazaar and free sampling to make them more profitable and highly loyal towards the brand.

Reducing The Customer Defection Rate

It is not enough, however, to attract new customers the company must keep them and Increase their business’s.

To reduce the customer defection rate OLPERS position the brand in a way that the customer prefer only olpers products.Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market. As can e seen, nestle milkpack, and Haleeb have the largest profit margins and market share in the milk industry. Thus the marketers at olpers have to decide to create its own unique image and then strengthen the positon in the customers mind. They have done a number of following steps:

1. Packaging of Olper’s milk and olwell in red color and olpers cream in purple color are quite different and distinctive from the typical green and blue packing used by other competitors.

2. The brand has been positioned as an all purpose milk that is meant for everyone, especially for those who live life to the fullest, hence its tag line, “jo dil khol kay jeetay hain unheen kay liyay hai Olper’s”

Building loyalty

Creating a long tight connection to customers is the dream of any marketer & key to long term marketing success.

Olpers build loyality of customers towards its products in the following way:

1. As compared to Milkpak and Haleeb Olpers have advantage over its touchpoints which create a strong loyalty of customers towards olpers.

2. One way that olpers have adopted to gather the feedback and build strong relation with their customers is that they have asked their customers to contact and give suggestions that are listened.

3. Olpers works in the heart of its customers by knowing what is special for them. Like in Ramadan Olpers introduce and promote the traditional Ramadan theme so that the

4. customers who value their religious heritage they are more attracted and so that in long term they are much more loyal customers towards the brand.

5. The marketers have used different positioning for Olper’s products:

a. They have used the attribute positioning for Olper’s milk. The main theme of the product is that it is meant for all purposes without any user imagery. Olper’s ads also show attributes of milk such as good for health.

b. They used the benefit positioning for Olwell. The product is positioned as delivering the benefit of helping to reduce weight and for healthy bones.

c. Olper’s cream is positioned as good for a specific use or application. In this case the cream can be used to make cake icings and desserts look great.