Term project olper's

ABOUT THE PRODUCT 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

CUSTOMER’S PERCEIVED VALUE

CUSTOMER COST

Time Cost & Energy Cost Extremely Low

Monetary CostModerate

Psychic CostModerate

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

RECOMMENDATION: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.

INDUSTRY ANALYSIS • 30 – 35 million rural

population engaged in livestock

• livestock contributes 49% value addition in the agriculture sector

• about 11.4 % to Pakistan’s GDP

INDUSTRY ANALYSIS • Market value, MILK is

the highest contributorto the GDP

• 6th largest milk producing country

• 66% buffalo, 31.6 cow 2.4 goat and sheep

ULTRA-HIGH TEMPERATURE (UHT) TREATED MILK INDUSTRY Undifferentiated product

Less room for differentiation (taste or the composition)

7% of total industry (460 million liters)

ULTRA-HIGH TEMPERATURE (UHT) TREATED MILK INDUSTRY 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.

MARKET STANDINGS AND SHARE 2005

Haleeb 48% 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)

2010

MICRO ENVIRONMENTAL FACTORS 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

MACRO ENVIRONMENTAL FACTORS Demographic Environment

Age Gender Location (Area ) Status

Economic Factors Political Environment

CONSUMER BEHAVIOR

ECONOMICAL FACTORS INFLATION RATE EXPENSIVE PRODUCT INCREASE IN PRICES POSES POTENTIAL

THREAT DECREASE IN BUYING POWER THREAT OF SWITCHING OVER TO KHULA

DOODH

SOCIO-CULTURAL FACTORS ON THE BASIS OF VALUES,INTERESTS

AND BEHAVIORS

RELIGIOUS HERITAGE

CHANGED PERSPECTIVE

LITERATE STRATA OF OUR SOCIETY

LIFESTYLE PSYCHOGRAPHICALLY TARGETING SEC

(A AND B)

MODERN AND PROGRESSSIVE

25 TO 35 AGE BRACKET

URBAN AUDIENCE

TYPES OF BUYING DECISION BEHAVIOR HOUSEHOLD PRODUCT

LESS RISKY

SAVES TIME AND ENERGY

PURCHASED FREQUENTLY

HABITUAL BUYING

SURVEY OUTCOME

SURVEY OUTCOME UHT MILK USERS ARE 87%

TOP OF MIND - NESTLE 50% OLPER’S 40%

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

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

SURVEY OUTCOME

ADVERTISEMENT APPEAL 88%

AFFORDABILITY - ECONOMICAL 73%

EYE CATCHY PACAGING 95%

ALWAYS AVAILABLE IN THE MARKET

PREFERENCE/BRAND LOYALTY IS 66%

RECOMMENDATIONS:

1. Convert low involvement to the high involvement

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

RECOMMENDATIONS:

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).

SEGMENTATION

Geographic

InitiallyKarachi

Other Metros Like Rawalpindi, Islamabad

SEGMENTATION

Demographic

Age

For the whole family

Gender

Male & Female both

SEGMENTATION

Psychographic

Life Style

Psyche for thick milk

Social Class

SEC A & B

SEGMENTATION

Behavioral

Occasion

Subah Bakhair Zindagi

Benefits sought

Complete Milk

User Status

Brand for High Class

UsageRate

Tea /Coffee 64%

Drink 32%Desserts 4%

RECOMMENDATION:

Cater the market of Punjab especially Lahore because:

Big market for Nestle.

Lot of potential can be seen over there.

TARGET MARKET

Undifferentiated Marketing Strategy Pakistani females Children

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

RECOMMENDATION:

Promote Olper’s Lite by targeting young girls.

MARKET POSITIONING

Has additional iron and calcium

Gives taste to desserts

Good for health

Natural taste

Attractive packaging

Easy to digestEasily available

Appropriate thickness/consistencyAttractive

commercials/advertisements

Well known brandEconomical in price

Its pureIt has no chemicals

Multipurpose usageAvailable in various skus

Is a brand for meInternational brand

My family likes to drink itSomething that gives daily nutritional

requirement

Convenient packaging

Good quality packaging

It is recommended by the doctor

Easy to store

A brand for positive thinkers

Perfect compliment for tea

Blissful tea experience every time

It has full cream

Excellence at source

Is of excellent quality

Olpers

HaleebMilkpak

Nesvita

Nido

Everyday

Tarang Gourmet

- 3

- 2

- 1

0

1

2

3

4

5

- 3 . 5 - 2 . 5 - 1 . 5 - 0 . 5 0 . 5 1 . 5 2 . 5

MARKET POSITIONING Complete milk

Easy to digest

Excellent quality

Attractive packaging

Multi purpose use.

MARKET POSITIONINGCompetitive Advantages:

Subah Bakhair Zindagi

Jo dil khol kay jeetay hain unheen kay liyay hai Olper’s

MARKET POSITIONING Communicating and Delivering the

Selected Positioning:

Complete milk

Line Extension

Affordability

Availability

Promotion

RECOMMENDATION: 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.

PRODUCT:TOP OF THE MINDS:

Olper’s - 20%-25%

Nestle Milkpak - 30%-35%

Haleeb - less than 25%

PACKAGING:

Packaging

Color Size Labelling

BRAND STRATEGIES:LINE EXTENSION:

BRAND EXTENSION:

BRAND STRATEGIES:MULTI BRANDS:

NEW BRAND:

Flanker Product

PRODUCT LIFE CYCLE:

RECOMMENDATIONS:

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.

PRODUCT MIX:

SKU Availability

¼ Liter

½ Liter

1 Liter

1.5 Liter

PRICE (COMPETITION BASE PRICING):

PLACE:

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

COMMUNICATING VALUEPromotions 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

MARKETING COMMUNICATION MIXAdvertising Print media, electronic media, radio

commercials and other mass communication like billboards

15 huge campaigns Special Ramzan theme campaigns Value Addition Banners Posters

SALES PROMOTIONS 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

PUBLIC RELATIONS 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

PERSONAL SELLING

Bachat Bazars: Free sampling Chain Store Promotions

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

PROMOTION MIX STRATEGY:

RECOMMENDATIONS Ads for youth Special campaigns for children (that

is for mummy) Free iftars and sehris Social cause promotion Cause related marketing