Term project olper's

 Launched in 2006

 Olper’s
entered in the market when the
market of Haleeb was declining in 2006

 Premium priced as quoted by many women

 Main Competitor- Nestle Milkpak

 Time Cost & Energy Cost
Extremely Low

 Monetary Cost
Moderate

 Psychic Cost
Moderate

Brand has created an image that it’s “Complete Milk”.

Olper’s should create such awareness among
customers (through advertisements and
public relations) that now it’s a product of
multinational manufacturer. This will

 Reduce the psychic cost of the customers.

 Increase the customer value.

• 30 – 35 million rural
population engaged in
livestock
• livestock contributes
49% value addition in
the agriculture sector
• about 11.4 % to
Pakistan’s GDP

• Market value, MILK is
the highest contributor
to the GDP
• 6th largest milk
producing country
• 66% buffalo, 31.6 cow
2.4 goat and sheep

 Undifferentiated product

 Lessroom for differentiation
(taste or the composition)

 7%of total industry
(460 million liters)

 Started
off with steady
growth rate

 Consumption accelerated
2005-2010,
boom 28-30% growth

 Potential
for new players
Olper’s entering the market
capturing Haleeb’s share.

 2005
 Haleeb 48% 2010

 Nestle Milk pack 42%

 2010
 Nestle milk pack 51% (235 million liters)
 Olper’s 38% (175 million liters)
 Haleeb 7% (32 million liters)
 Others 4% (18 million liters)

 Company’s Internal Environment
 Inter departmental coordination and synergy
 Employee involvement in organizational goals
 Product quality, dependability and overall productivity
 Company’s internal market
 Supplier
 Marketing Intermediaries
 Customers
 Competitors

 Demographic Environment
 Age
 Gender
 Location (Area )
 Status

 Economic Factors
 Political Environment

 INFLATION RATE
 EXPENSIVE PRODUCT
 INCREASE IN PRICES POSES POTENTIAL
THREAT
 DECREASE IN BUYING POWER
 THREAT OF SWITCHING OVER TO KHULA
DOODH

 ONTHE BASIS OF VALUES,INTERESTS AND
BEHAVIORS

 RELIGIOUS HERITAGE

 CHANGED PERSPECTIVE

 LITERATE STRATA OF OUR SOCIETY

 PSYCHOGRAPHICALLY TARGETING SEC (A
AND B)

 MODERN AND PROGRESSSIVE

 25 TO 35 AGE BRACKET

 URBAN AUDIENCE

 HOUSEHOLD PRODUCT

 LESS RISKY

 SAVES TIME AND ENERGY

 PURCHASED FREQUENTLY

 HABITUAL BUYING

 UHT MILK USERS ARE 87%

 TOP OF MIND - NESTLE 50% OLPER’S 40%

 PREFERENCE FOR OLPER’S- TASTE 50%
THICKNESS 18%

 DAILYCONSUMPTION IS MAINLY FOR THE 1
LITRE PACK WHICH IS 50%

 ADVERTISEMENT APPEAL 88%

 AFFORDABILITY - ECONOMICAL 73%

 EYE CATCHY PACAGING 95%

 ALWAYS AVAILABLE IN THE MARKET

 PREFERENCE/BRAND LOYALTY IS 66%

1. Convert low involvement to the high
involvement

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

2.By linking the product to more events or
occasions

 Sports(“if you need to be sporty, you
need to be healthy) creating the importance
of Olper’s to stay healthy.

 Wedding (Olper’s for wedding desserts).

Initially Other Metros Like
Geographic
Karachi Rawalpindi, Islamabad

Demographic

Age Gender

For the Male &
whole family Female both

Psychographic

Life Style Social Class

Psyche for
SEC A & B
thick milk

Behavioral

User Usage
Occasion Benefits sought
Status Rate

Tea /Coffee
64%
Subah Bakhair Complete Milk Brand for High
Zindagi Class Drink 32%
Desserts 4%

Cater the market of Punjab especially
Lahore because:

 Big market for Nestle.

 Lot of potential can be seen over there.

Undifferentiated Marketing Strategy
 Pakistani females
 Children

Niche Marketing
 Olper’s Lite (High Calcium Low Fat)

Promote Olper’s Lite by targeting young girls.

5

4

3

2

Is a brand for me
International brand It is recommended by the doctor
A brand for positive thinkers Its pure
Something that gives daily nutritional no chemicals
It has Has additional iron and calcium
1

requirement My family likes to drink it
Nido
Economical in price Well known brand It has full cream
Available in various skus Attractive packaging Multipurpose usage Good for health
Perfect compliment for tea Nesvita
Convenient packaging Is of excellent quality
0

- 3. 5 - 2. 5 - 1. 5
Easily available - 0. 5 Olpers Easy to digest
0. 5 1. 5 2. 5

Everyday
Easy to store Milkpak Haleeb Gourmet
Tarang Good quality packaging
-1

Natural taste
Attractive
Blissful tea experience every time commercials/advertisements Appropriate thickness/consistency Gives taste to desserts
-2

Excellence at source
-3

 Complete milk

 Easy to digest

 Excellent quality

 Attractive packaging

 Multi purpose use.

Competitive Advantages:

 Subah Bakhair Zindagi

 Jodil khol kay jeetay hain unheen kay liyay hai
Olper’s

Communicating and Delivering the Selected
Positioning:

 Complete milk

 Line Extension

 Affordability

 Availability

 Promotion

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.

TOP OF THE MINDS:

 Olper’s - 20%-25%

 Nestle Milkpak - 30%-35%

 Haleeb - less than 25%

Packaging

Color Size Labelling

LINE EXTENSION:

BRAND EXTENSION:

MULTI BRANDS:
Flanker Product

NEW BRAND:

 Packaging & Usage: Olper’s can add in certain
recipes

 Benefits: benefits of milk on their packages

 Line Extension: Olper’s powder specially for use
in the offices for tea.

 Brand Extension: Olper’s should consider to
launch plain and fruit Yogurts, and Raita too as
its competitor (Nestle) is very strong in it.

SKU Availability

¼ Liter
½ Liter
1 Liter
1.5 Liter

OLPERS has expanded nearly to 300 distributors in
Pakistan and its readily available in almost every
retail store across the country.

Promotions
 Very aggressive approach
 Different channels used
 All promotional platform used to the fullest
 Mix of Thematic, Sensory and Tactical
 100 million budget for single promotional
campaign

Advertising
 Printmedia, electronic media, radio
commercials and other mass
communication like billboards
 15 huge campaigns
 Special Ramzan theme campaigns
 Value Addition Banners
 Posters

 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) Olper’s milk + 1 (one liter) Olper’s Lite – old
price 232: new price 200
 3 (one liter) Olfruit juices – old price 320 : new price 280

 Paidarticles in news papers
 Annual reports
 CR activity “House of Olper'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

 Bachat Bazars: Free sampling
 Chain Store Promotions

 Engro Foods Taaluq
 Online services and Customer relations
 Tele marketing (Call center)
 Website

 Ads for youth
 Special campaigns for children (that is for
mummy)
 Free iftars and sehris
 Social cause promotion
 Cause related marketing

Term project olper's

More Related Content

What's hot (20)

Similar to Term project olper's (20)

Term project olper's