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By:Sadia Jafri 12841
Jamal Afzal 12840Tehreem Qazi 15312Muhammad Usman
15324
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A!"u# #he $"m%any
&n'r" is deri(ed fr"m #he $"m%anyl"'" "f) &ner'y f"r *r"+#h,-&n'r" .hemi$al /ais#an imi#ed&./ is a /ais#ani manufa$#urin'and mare#in' $"m%any +i#h i#s%r"du$#i"n !ased in ahariSindh ara$hi and a ne+ %lan# a#Sahi+al-6# is in$luded in s#"$ e7$han'es "fara$hi ah"re and 6slama!ad-"r "ur %r"9e$# +e +ill !e f"$usin'
"n &n'r" ""ds and s%e$ifi$ally "nl%ers Brand "f #e#ra %a$ed mil-
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A!"u# #he %r"du$#
laun$hed in #he year 200;6# +as #he firs# laun$hed in ara$hiThe ini#ial red and +hi#e %a$ !e$ame a si'nifi$an#sym!"l #ha# #ill n"+ is +ell n"+n al"n' +i#h i#sdis#in$# fea#ures-6n 2010 l%er
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The dairy indus#ry in /ais#an is "ne "f#h"se indus#ries +hi$h $"n#ri!u#esi'nifi$an#ly in /ais#an
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6n#ernal a$#"rs-
,uppliers
ompanys Internal.nvironment
ustomers
&arketingIntermediaries
ompetitors
Mi$r" &n(ir"nmen#al E Ma$r"&n(ir"nmen#al a$#"r
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Ma$r" &$"n"mi$s a$#"rs
/emographi' .nvironment
.'onomi' 0a'tors
1oliti'al .nvironment
Mi$r" &n(ir"nmen#al E Ma$r"&n(ir"nmen#al a$#"r
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(aries fr"m %r"du$##" %r"du$# +hen
"ne de$ides #" !uya !rand-
Buying/e'isionBehavio
r
8>= "f #he $"nsumers useU?T mil
l%er3= "f i#s$"nsumers +ere sa#isfied
#he %a$a'in' "f l%er
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*e"'ra%hi$
a("ra!leMare#
amily
em"'ra%hi$
A'e
*ender
/sy$h"'ra%hi$
ife .y$le
S"$ial .lass
Beha(i"r
$$asi"n
Benefi#s
S"u'h#
User S#a#us
Se'men#a#i"n
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Sele$# Mare#se'men#a#i"n
?"use ?"ld
emales- M"dern E .arin'
amilies- A##ra$#i(e
ad(er#isemen#s-
Undifferen#ia#edMare#in'
Mil is $"mm"n
need "f all a'e'r"u%s-
i$he Mare#in'
l%er
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1rodu't ine/ifferentiation
Mul#i %ur%"semil +i#h"u#any userima'ery-
l%erIs i#eheal#hy !"nesE redu$es+ei'h#
hannel/ifferentiation
l%er
8/13/2019 Olpers Final Ppt
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/A.5A*
6*
"r #he %ur%"se "fU?T #e#ra%a$a'in' #he "nly#hin' #he $"m%any
$an %lay is +i#h #he$"l"r "f #he%a$a'e #he3ed$"l"r +hi$h is ui#ea##ra$#i(e f"r$"nsumers- 6n "rder#" mae l%er
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Brand S#ra#e'ies
inee4tension5
aun$hed in 2011 A l"+Kfa# hi'hK$al$ium mil +i#h #he ri$hness
"f %ure mil- An ideal $h"i$e f"r +ei'h#K."n$i"us and hear#%a#ien#s-
Olpers lite5
aun$hed in June 2011
A #rus#ed "fferin' fr"m #he ?"use "f l%er
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Brand S#ra#e'ies
Brand e4tension5
aun$hed in 200; is #he %remium $ream%r"$essed hy'ieni$ally fr"m %ure freshmil l%er
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Brand S#ra#e'ies
&ulti
Brands5
In 2+6 a tea-whitenerlaun'hed
7vailale in oth li8uidand powder format thatappeals everyonestaste9
It tou'hes the heart ofall 1akistanis from itstaste whi'h enhan'esthe en:oyment of teaand a pri'e that fits the
po'ket
aun'hed in 2%%6 it is aflanker produ't of .ngro9
In order to 'apture themarket of "ood &ilk whi'his targeted for ,. B and
lower6 the 'ompanyintrodu'ed /airy Omung target female homemakers
aged 2;-
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Brand S#ra#e'ies
?ew Brands5
Jui$es and ne$#ars laun$hed in 2010- The !es# s"ur$e "fLFefreshmen#< a(aila!le in differen# fla("rs Fed *ra%eA%%le Man'" *ua(a ran'e *reen ."$#ail andA%ri$"#-
6$e $ream +as laun$hed in ah"re 6slama!ad and Fa+al%indi in200C- This +as #he !i''es# laun$h "f an i$e $ream !rand e(er+i#nessed !y /ais#anis and "ne "f #he m"s# amazin' laun$h$am%ai'ns in /ais#an +i#h #he $"m%le#e mare#in' mi7 #"$"n(ey #he !rand
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B.* Ma#ri7
BOSTON CONSULTING GROUP (BCG) MATRIXis de(el"%ed !y HBRUCEHENDERSONH"f #he BOSTON CONSULTING GROUP IN THE EARLY 1970s.
A$$"rdin' #" #his #e$hniue !usinesses "r %r"du$#s are $lassified as l"+ "r hi'h%erf"rmers de%endin' u%"n #heir mare# 'r"+#h ra#e and rela#i(e mare# share-
6# is apo!"o#$o p#%&&$&' o*#+hi$h is !ased "n #he "!ser(a#i"n #ha# a$"m%any
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B.* Ma#ri7
,tars m"re Taran'
@uestion &ark lfru#e +sum
ash ows l%er
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B.* Ma#ri7,tars (H$' 'o!3 H$' %-*! s%*)
S#ars are leaders in !usiness-
They als" reuire hea(y in(es#men# #"main#ain i#s lar'e mare# share-
6# leads #" lar'e am"un# "f $ash
$"nsum%#i"n and $ash 'enera#i"n-
A##em%#s sh"uld !e made #" h"ld #hemare# share "#her+ise #he s#ar +ill!e$"me a .AS? .-
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B.* Ma#ri7ash ows (Low growth , High market share)
They are f"unda#i"n "f #he$"m%any and "f#en #he s#ars "fyes#erday-
They 'enera#e m"re $ash #hanreuired-
They e7#ra$# #he %r"fi#s !yin(es#in' as li##le $ash as %"ssi!le
They are l"$a#ed in an indus#ry #ha#is ma#ure n"# 'r"+in' "r de$linin'-
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B.* Ma#ri7/ogs l"+ Mare# 'r"+#h l"+ mare# share
"'s are #he $ash #ra%s-
"'s d" n"# ha(e
%"#en#ial #" !rin' in mu$h$ash-
um!er "f d"'s in #he$"m%any sh"uld !eminimized-
Business is si#ua#ed a# ade$linin' s#a'e-
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B.* Ma#ri7@uestion &arks ?i'h *r"+#h "+ Mare#
ShareM"s# !usinesses s#ar# "f as ues#i"nmars-
They +ill a!s"r! 'rea# am"un#s "f $ash if#he mare# share remains un$han'edl"+-
hy ues#i"n marsN
Ques#i"n mars ha(e %"#en#ial #" !e$"mes#ar and e(en#ually $ash $"+ !u# $an als"!e$"me a d"'-
6n(es#men#s sh"uld !e hi'h f"r ues#i"nmars-
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F&.MM&AT6STh"u'h l%er
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TH7?A O