Transcript Group No 9, Presentation on OLPER'S Milk by

Presentation on
OLPER’S
Presented to:
Mam.Ammara
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.
Group Members
•Beenish Jahangir
•Jamilla bb
•Tayyaba Jahangir
•Kiran Shakoor
•Uzma Noreen
•Nudrat Rehman
BsIT-4th semester
BsIT-07-04
BsIT-07-48
BsIT-07-33
BsIT-07-05
BsIT-07-08
BsIT-07-47
Contents
• Introduction
• Segmenting Targrting and
•
•
•
•
positioning
SWOT Analysis
PEST Analysis
4P’s in Marketing
Customer Based Brand Equity
Beenish Jahangir
BsIT-07-04
Introduction
Abstract
•This report is about the marketing of
Olper’s from the time when ENGRO foods
came up with the idea of adding a new
product line.
•Brief history about Olper’s 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.
•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 Olper’s, using the 4
P’s
•Conclude the report by discussing the
social responsibilities in which ENGRO
Fertilizers is involved and the future
plans of the organization for Olper’s.
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
Vision
"Our vision is to become a fast
expanding mega foods
company.”
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
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
Jamilla bb
BsIT-07-48
Segmenting and targeting
the market for olper’s
Segmenting and targeting the
market for olper’s
•Olper’s segments the market
keeping some basic things in mind
like milk to be white, carefully
processed,and good for health and
bones.
Demographic segmentation
•Olper’s 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.
Psychographic segmentation
•On the basis of psychographics,
factors such as personality traits,
lifecycles and values the marketers
at olper’s have segmented the
market.
Behavioral segmentation
•Products have been segmented on
the basis of benefits that
consumers seek in the milk.
Positioning the brand
•Olper’s positioned the brand by
taking a number of following steps:
•Packaging of olper’s milk and
olwell in red color and Olper’s
cream in purple color .
•By selling proposition for olper’s
is: “jo dil khol kay jeetay hain
unheen k lye ha olper’s.
Tayyaba Jahangir
BsIT-07-33
SWOT Analysis
Strengths
Weaknesses
Threats
Opportunities
Strengths
1. Engro’s Back
Olper’s 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.
3. Positive response from customers
In first year, EFL crossed 1.4 billion sales
figure which shows customers’ satisfaction
upon EFL’s 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.
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).
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 Olper’s.
3. Milk collection &
distribution costs
EFL’s 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
EFL’s brand portfolio still consists of
just 3 products i.e. Olper’s Milk,
Olwell Milk and Olper’s Cream.
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.
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.
Threats
1 Perceptions and Price Differentials
Consumers’ perceptions and price differentials can
cause a threat for the company. It is important
that Olper’s 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 Olper’s it might be difficult to penetrate in a
market where the loyalties exist for such
brands as Nestle and Haleeb.
Kiran Shakoor
BsIT-07-05
PEST Analysis
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
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.
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
• 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
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
Uzma Noreen
BsIT-07-08
4P’s
PRODUCT
•Olper’s Milk
•Launched on March 20,2006.
•Olper’s milk is EFL’s standardized
and homogenized pure UHT (Ultra
heat treated) milk with 3.5 % fat and
8.9 % solid non-fats.
• It is EFL’s 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.
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
Olper’s Cream
• The premium cream processed
hygienically from pure fresh milk,
Olper’s 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.
• 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
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 weightwatchers and heart patients.
• It is also high in calcium content,
which prevents osteoporosis.
• 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
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
• COMPETITOR’S WEAKNESS!”
• Engro Foods did exactly that.
• 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 Olper’s is available in 80
cities across Pakistan.
• It reflects the company’s 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.
Promotion & Advertising
• Olper’s 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.
Olper’s Milk
• Media mix for Olper’s milk includes
TV, print, outdoor, radio & BTL
activities. Olper’s
• Due to an appealing color scheme,
which stands out in the clutter and
thanks to the EFL’s strong
relationship building and special
discounts to retail outlets,
• Olper’s has gained a proper shelf
placement in the presence of
competitors like Nestle and Haleeb .
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.
PRICE (milk)
Size
(ml)
Olper’s Nestle
Milkpak
Haleeb
Haleeb
Dairy
Queen
1000
38
38
38
32
500
22
22
22
18
250
12
12
12
10
???????..