Presentation on

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Presentation on OLPERS Presented to
Mam.Ammara

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• Acknowledgements
• Firstly we would thank Allah for giving us the
  opportunity and the resources to be able to do
  something productive with our lives
• Then our sincere thanks to Mam.Ammara Akram for
  helping us throughout this report.
• Lastly we would like to thank our families for
  their incessant support and approval.

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• Group Members
• Beenish Jahangir BsIT-07-04
• Jamilla bb BsIT-07-48
• Tayyaba Jahangir BsIT-07-33
• Kiran Shakoor BsIT-07-05
• Uzma Noreen BsIT-07-08
• Nudrat Rehman BsIT-07-47
• BsIT-4th semester

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• Contents
• Introduction
• Segmenting Targrting and positioning
• SWOT Analysis
• PEST Analysis
• 4Ps in Marketing
• Customer Based Brand Equity

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Beenish Jahangir BsIT-07-04 Introduction
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• Abstract
• This report is about the marketing of Olpers
  from the time when ENGRO foods came up with the
  idea of adding a new product line.
• Brief history about Olpers and how it came into
  existence.
• The corporate structure and organizational
  hierarchy of ENGRO Fertilizers, its mission
  statement and the vision.
• How they have segmented its target market and
  positioned the product in the minds of the
  consumers.

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• The SWOT analysis in which we talk about the
  strengths, weaknesses, opportunities, and threats
  the organization is facing since its product was
  launched.
• The PEST analysis, about how the external factors
  affect the growth and stability of the product.
• Promoting the product and making consumers aware
  of Olpers, using the 4 Ps
• Conclude the report by discussing the social
  responsibilities in which ENGRO Fertilizers is
  involved and the future plans of the organization
  for Olpers.

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• Engro Foods History
• Engro Foods (Pvt.) Limited (EFL) has been
  established in 2005
• The plant located at Sukkur on 23 acre land, has
  the raw milk reception capability of 300,000
  liters per day and UHT milk capacity of 200,000
  liters per day
• The plant has been established at a cost of Rs. 1
  billion which provides direct employment to 750
  people

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Vision "Our vision is to become a fast
expanding mega foods company.

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Core Values 1. Leadership 2. Innovation 3.
Diversity and International focus 4. Quality and
continuous Improvement 5. Candid and open
communications 6. Individual growth and
development 7. Enthusiastic pursuit of profit
8. Ethics and integrity 9. Safety, Health and
Environment

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Departments 1.Administration 2. Finance and
Accounts 3. Human Resource 4. Marketing 5.
Milk Procurement 6. MIS 7. Production 8.
Quality Assurance 9. Supply and Distribution

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Jamilla bb BsIT-07-48 Segmenting and targeting
the market for olpers
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• Segmenting and targeting the market for olpers
• Olpers segments the market keeping some basic
  things in mind like milk to be white, carefully
  processed,and good for health and bones.

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• Demographic segmentation
• Olpers products are not bounded to any
  particular age, gender or lifecycle stage, the
  brand is meant for all the users in higher upper
  or middle class families.

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• Psychographic segmentation
• On the basis of psychographics, factors such as
  personality traits, lifecycles and values the
  marketers at olpers have segmented the market.

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• Behavioral segmentation
• Products have been segmented on the basis of
  benefits that consumers seek in the milk.

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• Positioning the brand
• Olpers positioned the brand by taking a number
  of following steps
• Packaging of olpers milk and olwell in red color
  and Olpers cream in purple color .
• By selling proposition for olpers is jo dil
  khol kay jeetay hain unheen k lye ha olpers.

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Tayyaba Jahangir BsIT-07-33 SWOT
Analysis Strengths Weaknesses Threats
Opportunities

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Strengths 1. Engros Back Olpers is a brand
of ENGRO foods. ENGRO foods can easily afford
research and development. ENGRO can distribute
the brand through better channel 2. PR with
farmers ENGRO has a strong bond and long term
relationship with the farmers who are willing to
supply milk to the company.

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• 3. Positive response from customers
• In first year, EFL crossed 1.4 billion sales
  figure which shows customers satisfaction upon
  EFLs products. 4. Its taste, quality proposition
  and world-class quality proposition system.
• 4. Strong consumer product research
• AC Nielsen,
• Mindshare,
• JWT Asiatic and
• MARS marketing and advertising agencies.

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• 5. Third-Generation Plant
• third-generation UHT milk plant in the country.
• Bactofuge technology
• plant in Central Punjab (Sahiwal) with an
  investment of Rs. 2 billion (US 33 million).

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Weaknesses 1. Olwell TVC Olwell ad which is
based on Western life style. Failed to analyze in
Pakistan, where practicing Muslims
reside, Ignoring the ethics, religious beliefs
and cultural values. 2. Owning Red Color .
There is no color association attached to
Olpers.

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• 3. Milk collection distribution costs
• EFLs 34 out of 40 milk-collection centers are
  located in Punjab,
• 1Sukkhur (Sindh).
• It increases in collection distribution costs.
• increases the chances of milk getting spoiled
  because of increased travelling time.
• 4. Narrow brand portfolio
• EFLs brand portfolio still consists of just 3
  products i.e. Olpers Milk, Olwell Milk and
  Olpers Cream.

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Opportunities

• 1. Increased funding by Government
• Government has decided to increase farmers
  funding.
• 2. Increased consumption of PLM
• Each competitor in the milk industry wants to
  increase penetration of processed liquid milk.

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• 3. Awareness
• Growing dissatisfaction with loose milk and
  increasing awareness about health and hygiene
  issues have led to increased processed milk
  consumption.
• 4. Third largest producer of milk
• Pakistan with 32 billion liter of milk a year,
• 3 billion litres in the next few years.
• This is quite an opportunity for ENGRO
• foods as there is lot of growth in this part of
  the Sector.

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Threats

• 1 Perceptions and Price Differentials
• Consumers perceptions and price differentials
  can cause a threat for the company. It is
  important that Olpers comes up to the
  expectations of the customers
• For example, lose milk is still cheaper than
  packaged milk and that is also one factor that
  people still prefer to buy lose milk.
• 2 Competition
• For Olpers it might be difficult to penetrate
  in a market where the loyalties exist for such
  brands as Nestle and Haleeb.

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Kiran Shakoor BsIT-07-05 PEST Analysis
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Political factors

• There are no specific government rules and
  regulation but because of unstable political
  conditions strikes and road blocking is creating
  problems for delivery on time

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Economical factors

• Inflation rate of Pakistan for the current fiscal
  year has grown to 7 percent. This thing is really
  hurting the purchasing power of Pakistani
  consumers. packaged milk industry
• which is already considered as more costly
  compared to open milk is becoming out of reach of
  general public. As a result, there is an
  increased pressure on these companies to either
  decrease their prices or at least keep prices
  stable.

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Social factors

• In Pakistan the norm is to get up in the morning
  and get the fresh milk (straight from the cow)
  from the doodh wala. . It is a general
  perception that only loose milk is fresh and free
  from preservatives and thus healthy .For
  substantial penetration of the market, packaged
  milk providers have to overcome all such
  perceptions and generate awareness about the
  safety and healthiness of packaged milk

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• This will however require a lot of time and
  patience because most of the people are not
  willing to spend additional amount of money on
  packaged milk when they are convinced that it has
  a lot of preservatives and is unhealthy

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Technological factors

• milk yields per animal have been increased
  through scientific feeding breeding
• our project is to establish forms. First 14
  farms in Okara, Punjab have been formally
  established as model farms.
• . Currently, most equipment for storage and
  processing is being imported from Western
  countries

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Uzma Noreen BsIT-07-08 4Ps
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• PRODUCT
• Olpers Milk
• Launched on March 20,2006.
• Olpers milk is EFLs standardized and
  homogenized pure UHT (Ultra heat treated) milk
  with 3.5 fat and 8.9 solid non-fats.

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• It is EFLs premier brand, and the choice of
  quality-conscious consumers who only go for the
  best.
• It is available in easy-to-open, 6-layered Tetra
  Pak Brick Aseptic red packaging and comes with a
  3 months shelf life.

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• Shipping Units
• 1 Litre (1000 ml ) 12 packs per carton
• ½ Litre (500 ml) 12 packs per shrink-wrapped
  tray
• ¼ Litre (250 ml) 27 packs per shrink-wrapped
  tray

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• 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, also
  great for eating with bread etc.

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• It was launched on September, 2006.
• and comes in 6-layered Tetra Pak Brick aseptic
  purple
• color packaging with 6 months shelf life.

• Shipping Units
• ¼ Litre (250 ml) 27 packs per shrink-wrapped
  tray

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• 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.

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• Packed in 6-layered Tetra Pak Brick Aseptic red
  packaging with easy-to-open plastic cap, it comes
  with a 3 months shelf life.
• Shipping Units
• 1 Litre (1000 ml ) 12 packs per carton
• ½ Litre (500 ml) 12 packs per shrink-wrapped
  tray

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• Placement Distribution
• According to Mr. Ali Akbar, Director Marketing
  EFL,
• In order to succeed, you should ALWAYS
  capitalize on your STRENGHTS and NEVER on your
• COMPETITORS WEAKNESS!
• Engro Foods did exactly that.

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• They used their decades of PR with farmers and
  used it to provide world-class supply-chain
  management for delivering the ultimate quality
  milk in Pakistan.
• Having kicked off simultaneously in 20 cities
  across Pakistan.
• The launch has been ambitious and currently
  Olpers is available in 80 cities across Pakistan.

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• It reflects the companys intention to become a
  big player in the industry, both on a ational and
  international level.
• Engro FoodsLimited has its own distribution
  network.
• EFL has divided Pakistan into five regions for
  milk distribution namely Karachi, Lahore,
  Islamabad, Peshawar and Multan.

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• Promotion Advertising
• Olpers launch was, perhaps one of the most
  aggressive as far as processed liquid milk (PLM)
  is concerned, with TV Cs, print ads, radio
  commercials, billboards and activities including
  direct consumer and shop branding activities.
• Olpers Milk
• Media mix for Olpers milk includes TV, print,
  outdoor, radio BTL activities. Olpers

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• Due to an appealing color scheme, which stands
  out in the clutter and thanks to the EFLs strong
  relationship building and special discounts to
  retail outlets,
• Olpers has gained a proper shelf placement in
  the presence of competitors like Nestle and
  Haleeb .

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• Price
• EFL IS pursuing the competitive pricing strategy
  for its products.
• In competitive pricing the price of the product
  is determined considering the price of major
  competitors like Nestle, Haleeb etc.

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PRICE (milk)
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