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Launched in 2006

Olpers entered in the market when the

market of Haleeb was declining in 2006

Premium priced as quoted by many women

Main Competitor- Nestle Milkpak


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Time Cost & Energy CostExtremely Low

Monetary CostModerate

Psychic CostModerate

Brand has created an image that its Complete Milk.


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Olpers should create such awareness among

customers (through advertisements and

public relations) that now its a product of

multinational manufacturer. This will

Reduce the psychic cost of the customers.

Increase the customer value.


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30 35 million rural

population engaged in

livestock

livestock contributes49% value addition in

the agriculture sector

about 11.4 % to

Pakistans GDP


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Market value, MILK is

the highest contributor

to the GDP

6th largest milkproducing country

66% buffalo, 31.6 cow

2.4 goat and sheep


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Undifferentiated product

Less room for differentiation

(taste or the composition)

7% of total industry

(460 million liters)


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Started off with steady

growth rate

Consumption accelerated2005-2010,

boom 28-30% growth

Potential for new players

Olpers entering the market

capturing Haleebs share.


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2005

Haleeb 48%

Nestle Milk pack 42%

2010

Nestle milk pack 51% (235 million liters) Olpers 38% (175 million liters)

Haleeb 7% (32 million liters)

Others 4% (18 million liters)

2010


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Companys Internal Environment

Inter departmental coordination and synergy

Employee involvement in organizational goals

Product quality, dependability and overall productivity Companys internal market

Supplier

Marketing Intermediaries

Customers

Competitors


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Demographic Environment

Age

Gender

Location (Area ) Status

Economic Factors

Political Environment


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INFLATION RATE

EXPENSIVE PRODUCT

INCREASE IN PRICES POSES POTENTIAL

THREATDECREASE IN BUYING POWER

THREAT OF SWITCHING OVER TO KHULA

DOODH


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ON THE BASIS OF VALUES,INTERESTS AND

BEHAVIORS

RELIGIOUS HERITAGE

CHANGED PERSPECTIVE

LITERATE STRATA OF OUR SOCIETY


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PSYCHOGRAPHICALLY TARGETING SEC (AAND B)

MODERN AND PROGRESSSIVE

25 TO 35 AGE BRACKET

URBAN AUDIENCE


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HOUSEHOLD PRODUCT

LESS RISKY

SAVES TIME AND ENERGY

PURCHASED FREQUENTLY

HABITUAL BUYING


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UHT MILK USERS ARE 87%

TOP OF MIND - NESTLE 50% OLPERS 40%

PREFERENCE FOR OLPERS- TASTE 50%THICKNESS 18%

DAILY CONSUMPTION IS MAINLY FOR THE 1LITRE PACK WHICH IS 50%


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ADVERTISEMENT APPEAL 88%

AFFORDABILITY - ECONOMICAL 73%

EYE CATCHY PACAGING 95%

ALWAYS AVAILABLE IN THE MARKET

PREFERENCE/BRAND LOYALTY IS 66%


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1. Convert low involvement to the high

involvement

By increasing awareness of risks ofhygiene associated with guala (khula doodh).


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2.By linking the product to more events or

occasions

Sports (if you need to be sporty, youneed to be healthy) creating the importance

of Olpers to stay healthy.

Wedding (Olpers for wedding desserts).


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GeographicInitially

Karachi

Other MetrosLike Rawalpindi,

Islamabad


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Demographic

Age

For thewhole family

Gender

Male &Female both


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Psychographic

Life Style

Psyche forthick milk

Social Class

SEC A & B


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Behavioral

Occasion

Subah BakhairZindagi

Benefits sought

Complete Milk

User

Status

Brand for HighClass

Usage

Rate

Tea /Coffee

64%Drink 32%

Desserts 4%


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Cater the market of Punjab especially

Lahore because:

Big market for Nestle.

Lot of potential can be seen over there.


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Undifferentiated Marketing Strategy

Pakistani females

Children

Niche Marketing

Olpers Lite (High Calcium Low Fat)


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Promote Olpers Lite by targeting young girls.


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Has additional iron and calcium

Gives taste to desserts

Good for health

Natural taste

Attractive packaging

Easy to digestEasily available

Appropriate thickness/consistency

Attractivecommercials/advertisements

Well known brandEconomical in price

Its pureIt has no chemicals

Multipurpose usageAvailable in various skus

Is a brand for me

International brand

My family likes to drink itSomething that gives daily nutritional

requirement

Convenient packaging

Good quality packaging

It is recommended by the doctor

Easy to store

A brand for positive thinkers

Perfect compliment for tea

Blissful tea experience every time

It has f ull cream

Excellence at source

Is of excellent quality

Olpers

HaleebMilkpak

Nesvita

Nido

Everyday

Tarang Gourmet

-3

-2

-1

0

1

2

3

4

5

-3. 5 - 2. 5 -1. 5 -0. 5 0. 5 1. 5 2. 5


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Complete milk

Easy to digest

Excellent quality

Attractive packaging

Multi purpose use.


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Competitive Advantages:

Subah Bakhair Zindagi

Jo dil khol kay jeetay hain unheen kay liyay hai

Olpers


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Communicating and Delivering the SelectedPositioning:

Complete milk

Line Extension

Affordability

Availability

Promotion


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The company should try to cater other portions

of the perceptual map by promoting it as a

product which is

Easy to store

Easily available

Convenient packaging

Economical in price

Perfect complement for tea etc.


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TOP OF THE MINDS:

Olpers - 20%-25%

Nestle Milkpak - 30%-35%

Haleeb - less than 25%


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Packaging

Color Size Labelling


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LINE EXTENSION:

BRAND EXTENSION:


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MULTI BRANDS:

NEW BRAND:

Flanker Product


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Packaging & Usage: Olpers can add in certainrecipes

Benefits: benefits of milk on their packages

Line Extension:Olpers powder specially for usein the offices for tea.

Brand Extension:Olpers should consider tolaunch plain and fruit Yogurts, and Raita too asits competitor (Nestle) is very strong in it.


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SKU Availability

Liter

Liter

1 Liter

1.5 Liter


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OLPERS has expanded nearly to 300 distributors inPakistan and its readily available in almost everyretail store across the country.


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Promotions

Very aggressive approach

Different channels used

All promotional platform used to the fullestMix of Thematic, Sensory and Tactical

100 million budget for single promotional

campaign


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Advertising

Print media, electronic media, radio

commercials and other mass

communication like billboards15 huge campaigns

Special Ramzan theme campaigns

Value Addition Banners

Posters


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Activation trade discounts and trade promotions

Product tag on

Area specific Scratch and win (Khi And Lhr)

Float activities Rural Melas

Ramzan offers

2 (one liter) Olpers milk + 1 (one liter) Olpers Lite old

price 232: new price 200

3 (one liter) Olfruit juices old price 320 : new price 280


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Paid articles in news papers

Annual reports

CR activity House ofOlper's

Objective: Build brand awareness Target: House wives

Procedure: 2 cooking competition sessions per day; 35

ladies per session.

Days: Working days only. Duration: Till Nov 2011


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Bachat Bazars: Free sampling

Chain Store Promotions


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Engro Foods Taaluq

Online services and Customer relations

Tele marketing (Call center)

Website


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Ads for youth

Special campaigns for children (that is for

mummy)

Free iftars and sehris Social cause promotion

Cause related marketing

Documents

termproject-olpers-