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OLPER’S MILKGroup Presentation- Principles Of Marketing
PRESENTED BY:Syed Anas Abdali
Maaz-ul-HaqKamran AhmedAreeba ShafiqAyesha AfzalM.Hussain Noeman Taj
M.Hashim Ashraf
PRESENTED TO:Ma’am Nadia Raheem
INTRODUCTION OF ENGRO FOODS
• Engro Foods (Pvt.) Limited (EFL) was established in 2005 as part of diversification process at Engro Group.
• Engro Foods Limited is an 87% owned subsidiary
engaged in the manufacturing, processing and marketing of dairy products, ice cream and fruit juices.
• The business owns two milk processing plants in Sukkur & Sahiwal and operates a dairy farm in Nara.
Competitor’s Analysis and Competing Products
a) Nestle Milk Pakb) Good milk
• A perception Olpers milk falls in the challenger.
• Milk Pak by Nestle have the dairy
market fourth highest milk producing country for nearly two decades
Market Development of Olpers
• Hard for Engro Foods to enter in the market where two company already exits with their leading brands.
• All the customers like to drink a fresh milk or processed milk.
• The needs of the customers are merely similar
Targeted Market Segments:
Well, in the milk sector it is observed that all of the customers have same type of needs and wants or in other words, the customers have similar preferences.
a) The milk should also be clear and the milk should also be free from
all germ. b) It should be carefully processed. c) It should be good for health and bones.
SEGMENTING AND TARGETING THE MARKET FOR OLPER’S
Olper’s segments the market keeping some
basic things in mind like:
• Milk to be white,
• Carefully processed,
• Good for health and bones.
SEGMENTATION METHOD:
a) DEMOGRAPHIC SEGMENTATION:
• Not for any sort of ages, gender or lifecycle.
• The milk is for every one even.• Is for both the upper families and the
lower families.
b) PSYCHOGRAPHIC SEGMENTATION:
• Basically targets a physiographic segments
• Segmenting the markets more towards the achievers and winner of their life.
• Also segmenting towards the passion that a human carried and the life styles and values.
c) BEHAVIORAL SEGMENTATION:• Extremely segmented on the basics
of believe and benefits that an individual receive in drinking a processed milk (Olpers).
• The customer’s looks for the brands or the product which is used for all purposes- Oplers milk
Targeting
Men Children
Housewives
Important
Unimportant
Brand Strength
Brand Weakness
Milkpack vs Olpers milk (regarding company)
Maintaining Price
Good packaging Quality
Occasional concept of
Advertisement
Maintain Price
Weak in Advertisement
Maintaining Customer LoyaltyQuality Milk
Quality Milk
Maintaining Customer Loyalty
POSITIONING THE BRAND
• Packaging of Olper’s Products color requite different and distinctive .
• The brand has been positioned as an all purpose milk especially those who live life to the fullest, hence its tag line, “Olper’s mera intikhab.”
• They used the benefit positioning for Olwell.
• Olper’s cream is positioned as good for a specific use or application.
Marketing
Strategies Of
Olper’s Milk
1. Packaging:
• Unique strategy because of the color of the
product
• It is also told that the milk is for all purpose
• It gives a complete meaning of life.
2. Promotions:• Straight forward promotional
strategy- Televisions
advertisements.
• Print ads especially placed on
shops,
• Radio commercials
• And a lot of below the line
activities.
Olper’s Advertisement Campaigns
3. Price:
• Price of the Olpers is according to their sizes.
• The greater the size the greater the price.
• The prices are set according to the retailors and the supermarkets.
Important
Milkpack vs Olpers milk (regarding customers)
Maintaining Price
Not very good for Tea
Good packaging Quality
Occasional concept of
advertisement
Maintain Price
Best milk for Tea
Weak in Advertisement
Customer Loyalty
Quality MilkNot very good
in Quality
Unimportant
Brand Strength
Brand Weakness
Who Is The Product For?
• For all consumers. But, they are primarily
Focusing on the housewives.
• Focusing the children, by adding a value in
their product that “olpers is good for bones
and every child needs a healthy and fit body”.
• However, Focusing on the men division by
saying “that a tea is nothing without olpers.”
The Difference That Olpers Carried Out as to Their Competitors:
a) Mentioning a Class System:
• Special focus on towards their class or reputation.
• The marketers of the Olpers prefer to have a quality in their class also.
b) Packaging:• Apparently, the best part about the Olpers milk is, the
packaging that, they are providing.
c) Creative Styles of Promotion:
• Promotion activities of the Olpers milk also help this product to
survive in this market.
• The diary milk market is led by milkpak but, due to the promotional
activities- The product successfully achieved their place in the
market.
d) Positioning Gaps:
Well, according to our research, the positioning gaps that are found
in the Olper’s milk are,
• The advertisement tells that the milk is also for usage of tea but, most
of the customers said that, the milk doesn’t taste good when they add
it, in to tea.
• Also, according to the customers the price should also need to be low
because the lower class cannot effort it.
• The color of the olper’s milk is not pure white as compare to milkpak.
a. Olper’s milk should maintain there prices for lower class also.
b. Should make their taste better. According to the customers
perception they feel that the taste of the Olper’s milk should be
changed.
c. Should improve their quality as per the color. The color of the milk
is not as pure as loose milk so the company should also provide pure
white milk.
Recommendation: d. Should maintain their thickness. Another issue is a thickness of
milk that should be change because a loose milk is not that much
thick as to Olper’s milk.
e. The customers are now bored with the unique packaging
therefore company should change their packaging.
Olper’s milk is very fast growing product. It established itself in market in a very short time. By this speed it, just in 2 or 3 years it will take over of all its competitors.
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