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 to their
already well established and
long set of product lines to the
point that they are still heavily
promoting their product. We
start by giving a brief history
about Olper’s and how it came
into existence.
 INDUSTRY INTRODUCTION

Engro Foods (Pvt.) Limited

(EFL) has been established in 2005 as part of a
diversification process at the Engro Group. 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.

Engro Foods has

entered the Food business through milk processing
and sale with the company’s vision to pursue growth
opportunities based on country fundamentals and
own strength. It also positions the company to
leverage its corporate social responsibility initiatives
and work closely with rural communities to promote
integrated farming and livestock development. This
effort is expected to play a pivotal role in poverty
alleviation and improving livelihoods of the poor in
the milk collection areas.

Engro Foods Limited is

subsidiary of Engro Chemical Pakistan Ltd. which is
one of the most reputed enterprises in Pakistan with
more than 40 years of diversified business operations
in the areas of fertilizer and chemicals. Engro Foods
started its business operations in March 2006 and
with the successful launch of Olpers Milk, Tarang,
Olwell, and Olpers cream, it has established itself as a
major player in the foods business. Engro Foods has
already set up two processing plants at Sukkur and
Sahiwal. With the ever expanding milk collection
network and processing facilities, the Supply Chain
has geared us for the growing sales of our products.

MISSION STATEMENT
Our vision is to become a fast
expanding mega foods company. To achieve our
vision, the company will initially focus on dairy by
investing a substantial amount in plant, milk
collection capability and marketing. We are making
concrete efforts to expand in and beyond Pakistan;
through strategic international alliances, to
eventually become global."

PRODUCT INTRODUCTION
Marketing research is
an important step when a new product is to be
launched into the market. There are many risks
associated with that new product and especially when
a company decides to diversify into a completely new
market that it was not previously catering to. Thus in
order to reduce the magnitude of the risks and to be
successful, large organizations with a research and
development department conducts the marketing
research. Even those organizations that do not have a
R&D department can conduct marketing research
through other companies that are providing the
facility of marketing research.

Olper’s is a brand of
ENGRO foods. This means that consumers can relate
their former image of ENGRO foods to Olper’s. ENGRO
is a well established brand name in Fertilizer, IT and
infrastructure business. The brand is well known so
customers will

automatically have a brand association with Olper’s

and see it as a premium quality product. ENGRO is
world renowned so it can easily attract foreign
investors in backing it against other competitors such
as Nestle.

Olper’s milk launched

on March 20,2006. Olper’s milk is EFL’s standardized
and homogenized pure UHT(Ultra heated 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.

PARTS OF PRODUCTS
CORE PART:-
Milk is one of nature’s most completed
foods. Almost a meal itself. Milk is fundamental
element of good diet particularly for bones
development and protection.

Olper’s milk provides pure milk

having essential nutrients in good combination having
3.5% fats and 8.9% solid non-fats.

ACTUAL PART:-
1. Brand name olper’s milk

2. 6-layered Tetra Pak Brick Aseptic red packaging

3. Ultra heated treated(UHT) milk inside

4. Available in different sizes packaging

5. Attractive red and white color of packaging

AUGMENTED PART:-

There is no augmented part of this

product.
 CLASSIFICATION OF
PRODUCT
CONSUMER PRODUCT:-
Olper’s milk mostly used as
consumer product because it mostly bought by final
users for personal use. It is falls in convenience goods
because it is low price, most frequently available, and
frequently distributed product.

BRANDING
Positioning the brand :-
Positioning involves
designing the product and image that will occupy a
distinctive place in the minds of the target market. As
can be seen, nestle milkpak and Haleeb have the
largest profit margins and market share in the milk
industry. Thus the marketers at Olper’s have decided
to create its own unique image and then strengthen
the position in the customers’ minds. They have done
this by taking a number of following steps:

1. Packaging of Olper’s milk and Olper’s cream

packed in purple color are quite different and
distinctive from the typical green and blue
packing used by other competitors.
 2. 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 Olper’s”

As you know our product’s

brand name is olpers milk. Olpers is an attractive,
short and unique name. It is easy to remember and
easy to pronounce. Now olpers is a recognized brand
in market. It is known by every one. So due to it’s
unique qualities it also got brand recognized.

PACKAGING
EFL is dependent upon Tatra Pak for
the packaging of it’s 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, Tatra Pak can change
them higher and it could increase the production cost.

Packaging of Olper’s milk is in red color

which is quite different from the typical green and
blue packing used by other competitors.

Olper’s always tries to create customer

intimacy that is it focuses on satisfying the
customers’ unmet needs. Processed milk is seen as
less lacking all the nutritions that are part of milk due
to passing through so many processes. But Olper’s
positions itself as milk that has not lost its nutrients.
 PRODUCT LIFE CYCLE
Olper’s milk is a fast
growing food company. By its unique techniques in a
short time it becomes very famous in market. But it is
in growth stage yet. Because due to its distribution it
is not available.

PRICE
EFI is pursuing the competitive
pricing strategy for its products. In competitive
pricing the price of the product is considering the
price of major competitors like Nestle, Haleeb etc.
Size In ML Olper’s Nestle Haleeb Haleeb
Milk Milk Dairy
Queen
1000 ml 55 58 55 52
500 ml 30 32 30 27
250 ml 15 16 15 14

PLACE
This department ensures timely and effective
distribution of the product to the shops and stores
spread all across Pakistan. From transportation
management to obtaining route permits and
approvals, is done by this department.

PROMOTION
Olper,s launch was, perhaps one of the most aggressive as far
as processed liquid milk (PLM) is concerned, with TVCs, print
ads, radio commercials, billboards activities including direct
consumer and shop branding activities.

Due to 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. One can also a far greater
number of milk advertising billboards in Multan city than seen
earlier like of Nirala, good milk and Nestle.
 SEGMENTATION

Demographic characteristics:
Age: It is for all age persons.

Gender: There is no discrimination.

Family size: It serves family of people up to three or five

people.

Family cycle: olper’s milk is bounded to any particular life

cycle.

Income: above 8000

Olper’s milk is for all occupation education and religion.

Geographic characteristics:
Location:

Region: South East

Country: Pakistan

Province: All over Pakistan

Psychographic:
Social class: this brand is for all users of middle
and upper class.

Occasions: for all occasions.

 COMPETITOR’S ANALYSIS
Olper’s milk is competing with haleeb milk, nestle
milk pak and good milk etc. these are its industrial competitors.
It does not have market competitors. According to competitor
analysis olper’s milk falls in challenger.
 Factor Olper’s Nestle Haleeb Good
milk milk pak milk
Products Milk Milk Milk Milk

Quality High High High

Quality Quality Quality
average
Quality
Expertise UHT Drinks Drinks Milk
Pack,
Juices
Pack
Coverage Pakis Pakistan Pakistan Pakistan,
tan
Appearan Very Attractive Less Average
ce Attractiv Attractiv
e e
Advertisi T.V Ads, T.V Ads, T.V ads, T.V ads,
ng radio, radio, radio, radio,
outdoor, Newspape newspap but less
newspap rs, er,
er, Billboards billboards

SWOT ANALYSIS
STREANGTHS
The brand name “Engro” provides a strong back to
the milk in the market. In addition to that, cordial
personal relations with farmers and Positive response
from customers along with Strong consumer and
product research become the challenging streangth
for the olpers milk.

Owning red colour sometimes become the weakness

of the company. As green and blue colour has already
been adapted by the competitors and no colour
association has been attatched to the Olpers.

Low quality milk and packaging, Milk collecton and

distribution cost plus Narrow brand port folio also
become the weakness of the company.

OPPORTUNITIES
Olpers finds its opportunities in increased funding by
government. Awareness among the people not only
for the milk but also for the consumption of PML that
is processed liquid milk. Olper’s is also the third
largest producer of milk and thus it also plays role in
improving economy of the country.

THREATS

Competition with the companies as haleeb and nestle

along with the perception of price competition are the
major threats to the company.
 CONCLUSION
Olper’s milk is very fast growing product. It
established itself in market in a very short time. By
this speed it, just in 2 or 3 yaers it will take ove of all
its competitors.