Launched

Olpers

in 2006

entered in the market when the market of Haleeb was declining in 2006 priced as quoted by many women

Premium Main

Competitor- Nestle Milkpak

 Time

Cost & Energy Cost Cost

Extremely Low

Monetary
Moderate

Psychic
Moderate

Cost

Brand has created an image that its Complete Milk.

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.

30 35 million rural population engaged in livestock livestock contributes 49% value addition in the agriculture sector about 11.4 % to Pakistans 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 Less

product

room for differentiation (taste or the composition) of total industry (460 million liters)

7%

 Started

off with steady growth rate accelerated

Consumption

2005-2010, boom 28-30% growth

Potential

for new players Olpers entering the market capturing Haleebs share.

 2005

Haleeb 48% Nestle Milk pack 42%

2010

2010

Nestle milk pack 51% (235 million liters) Olpers 38% (175 million liters) Haleeb 7% (32 million liters) Others 4% (18 million liters)

 Companys

Internal Environment

Inter departmental coordination and synergy Employee involvement in organizational goals Product quality, dependability and overall productivity Companys internal market

Supplier Marketing Customers Competitors

Intermediaries

 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

 ON

THE BASIS OF VALUES,INTERESTS AND BEHAVIORS

HERITAGE

RELIGIOUS CHANGED LITERATE

PERSPECTIVE STRATA OF OUR SOCIETY

PSYCHOGRAPHICALLY TARGETING SEC AND B)

MODERN AND PROGRESSSIVE

(A

25 TO 35 AGE BRACKET

URBAN AUDIENCE

 HOUSEHOLD
LESS

PRODUCT

RISKY TIME AND ENERGY FREQUENTLY

SAVES

PURCHASED HABITUAL

BUYING

 UHT TOP

MILK USERS ARE 87% OF MIND - NESTLE 50% OLPERS 40%

PREFERENCE

FOR OLPERS- TASTE 50% THICKNESS 18%

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

DAILY

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 Olpers to stay healthy. (Olpers for wedding desserts).

Wedding

Geographic

Initially Karachi

Other Metros Like Rawalpindi, Islamabad

Demographic

Age

Gender

For the whole family

Male & Female both

Psychographic

Life Style

Social Class

Psyche for thick milk

SEC A & B

Behavioral

Occasion

Benefits sought

User Status

Usage Rate

Subah Bakhair Zindagi

Complete Milk

Brand for High Class

Tea /Coffee 64% Drink 32% Desserts 4%

Cater the market of Punjab especially Lahore because:

Big Lot

market for Nestle. of potential can be seen over there.

Undifferentiated Marketing Strategy Pakistani females Children

Niche Marketing Olpers Lite (High Calcium Low Fat)

Promote Olpers Lite by targeting young girls.

Perfect compliment for tea

- 3. 5 - 2. 5

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 Has additional iron and calcium It has no chemicals requirement My family likes to drink it Nido It has full cream Economical in price Well known brand Attractive packaging Good for health Available in various skus Multipurpose usage Nesvita Is of excellent quality Convenient packaging Olpers Easy to digest Easily available Everyday Easy to store Milkpak Haleeb Gourmet
1 0 - 1. 5 - 0. 5 0. 5 1. 5

2. 5

Tarang

Good quality packaging

-1

Natural taste

Blissful tea experience every time

Attractive commercials/advertisements
-2

Appropriate thickness/consistency

Gives taste to desserts

Excellence at source
-3

 Complete Easy

milk

to digest

Excellent

quality
packaging

Attractive Multi

purpose use.

Competitive Advantages:
Subah

Bakhair Zindagi

Jo

dil khol kay jeetay hain unheen kay liyay hai Olpers

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:

Olpers

- 20%-25%

Nestle

Milkpak - 30%-35%
- less than 25%

Haleeb

Packaging Color Size Labelling

LINE EXTENSION:

BRAND EXTENSION:

Flanker Product

MULTI BRANDS:

NEW BRAND:

Packaging & Usage: Olpers can add in certain recipes

Benefits: benefits of milk on their packages

Line Extension: Olpers powder specially for use in the offices for tea. Brand Extension: Olpers should consider to launch plain and fruit Yogurts, and Raita too as its competitor (Nestle) is very strong in it.

SKU Availability

Liter 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
Print

media, 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) Olpers milk + 1 (one liter) Olpers Lite old price 232: new price 200 3 (one liter) Olfruit juices old price 320 : new price 280

 Paid

articles 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