Product management By

OLPERS

Presented by:

S/LT GHAZALI PN

SCHEME OF PRESENTATION
Product management Olpers milk Milk procurement production Third generation plant Quality assurance Packaging Supply and distribution Competition Olpers cream Olwell hi-cal lo fat(hcfl) milk Promotion & advertisement

PRODUCT MANAGEMENT
Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and marketing of a product or products at all stages of the product lifecycle. It involves (inbound focused) and product marketing (outbound-focused), which are different yet complementary efforts with the objective of maximizing sales revenues, market share, and profit margins. The role of product management spans many activities from strategic to tactical and varies based on the organizational structure of the company.

OLPERS MILK
Launched on March 20, 2006 Olpers milk is EFLs standardized and homogenized pure UHT (Ultra heat treated) It is EFLs premier brand, and the choice of quality-conscious consumers Olpers milk is with 3.5 % fat and 8.9 % solid non-fats It is available in easy-to-open, 6layered Tetra Pak Brick Aseptic red packaging and comes with a 3 months shelf life.

MILK PROCUREMENT
It is the responsibility of Milk Procurement department, consisting of food technologists working at the collection centers and veterinary doctors providing service to the farmers. Ensuring regular collection of fresh and pure milk right from the farmer to the factory. Ascertaining the freshness of milk all across the milk procurement process.

PRODUCTION
Modern technology is part and parcel of Production at Engro Foods. The state of the art plant set up near Sukkhar has a processing capacity of more than 300,000 liters of milk per day, making it one of the largest in the country. Professionally qualified human resource efficiently works night and day to maintain highest hygiene standards.

THE THIRD GENERATION PLANT

EFL only, has the third-generation UHT milk plant in the country EFL plant is using Bactofuge technology to virtually eliminate bacteria and ensure premium quality and hygiene Moreover, it is also setting up another milk processing plant in Central Punjab (Sahiwal) with an investment of Rs. 2 billion (US $ 33 million).

QUALITY ASSURANCE

Quality Assurance is strictly followed in Engro Foods

Qualified food technologists at this department ensure that highest quality parameters are adhered to through all steps of production and that the products reach the consumers as per promise.

PACKAGING
EFL is dependent upon Tetra Pak for the packaging of its entire dairy products Tetra Pak is the only option available to Olpers for packaging because it is having monopoly in the packaging sector in Pakistan Due to this reason, Tetra Pak can charge them higher and it could increase the production costs.

SUPPLY AND DISTRIBUTION

Timely and effective distribution of the products to different shops and stores spread all across Pakistan
From transportation management to obtaining route permits and approvals, is done by supply and distribution department. EFLs 34 out of 40 milk-collection centers are located in Punjab, whereas its only milk processing facility is situated near Sukkhur (Sindh) It increases the milk collection & distribution costs; and also increases the chances of milk getting spoiled because of increased travelling time.

COMPETITION
For Olpers it might be difficult to penetrate in a market where the loyalties exist for such brands as Nestle and Haleeb.
These brands have been in the milk industry far too long and have left a mark in the minds of consumers in terms of quality Competition seems to be getting tougher as a result of new players entering the dairy market.

SHIPPING UNITS
1 Liter (1000 ml ) : 12 packs per carton Liter (500 ml) : 12 packs per shrink-wrapped tray Liter (250 ml) : 27 packs per shrink-wrapped tray

OLPERS CREAM
The premium cream processed hygienically from pure fresh milk Olpers Cream is luxuriously rich in its thickness & nutritional value It promises the richest & scrumptious assortment of tempting toppings delicious desserts and creamiest coffee with its unique taste It was launched on September, 2006 and comes in 6layered Tetra Pak Brick aseptic purple color packaging with 6 months shelf life.

SHIPPING UNITS

Liter (250 ml) : 27 packs per shrink-wrapped tray

OLWELL HI-CAL LO FAT(HCFL) MILK

Launched on December 15, 2006 Olwell is a low-fat, high-calcium milk with the richness of pure milk It is an ideal choice for weight-watchers and heart patients It is also high in calcium content, which prevents osteoporosis. it comes with a 3 months shelf life

ADVERTISEMENT AND DISTRIBUTION

Olpers launch was, perhaps one of the most aggressive as far as processed liquid milk (PLM) is concerned, with TVCs, print ads, radio commercials, billboards and plenty of BTL (below the line) activities including direct consumer and shop branding activities. Due to this aggressive marketing campaign, the competition seems to be getting tougher. This can be gauged from the fact that Nestle re-launched its product packaging and marketing campaign just before Olpers launch

TAG LINES
The unique selling proposition for Olpers WAS: Subah Bakhair Zindagi . 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 Olpers

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