Title: Market share of tetrapak milks

Subject: Marketing Research

Masters of business administration
Session: 2009-2011

Submitted By: Javeria Amin

Roll no: 09
MBA
3rd Semester

Submitted to: Sir khurram Siddique

Department Of business Administration

Minhaj University Lahore
Date: 12th July 2010.
Contents:
1. Project objective.

2. Introduction to tetrapak milk.

• Olpers
• Milkpak
• Nurpur
• Haleeb

3. Research Process

4. Research Design

5. Analysis of tetrapak milks.

• Analysis of Olpers.
• Analysis of NestleMilkpak.
• Analysis of Nurpur.
• Analysis of Haleeb

6. Analysis of milk.

7. Final project analysis.

8. Conclusion.

9. Recommendation
Project Objective:
This project is assigned to me by Sir Khurram Siddique. The objective of the project is to
conduct research on the market share of tetrapak milks and to analyse the reasons of
people liking for tetrapak milk.

Introduction To Tetra Pak Milks:

Tetra Pak's innovation is in the area of aseptic processing liquid food packaging which,
when combined with ultra-high-temperature processing (UHT), allows liquid food to be
packaged and stored under room temperature conditions for up to a year. This allows for
perishable goods to be saved and distributed over greater distances without the need for
a cool chain.
The tetrapak milks examples are Olper’s milk, Nestle milkpak, Nurpur and Haleeb. A
slight introduction of them is given below;

Olper’s Milk:
Engro foods limited is subsidiary of Engro Chemical Pakistan Ltd. 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.
Olpers milk is a UHT milk which is available in four sizes; 250ml, 500ml, 1000ml and
1.5ml (Extra large)

Nestle Milkpak:
Nestle has been serving Pakistani consumers since 1988, MILKPAK is a standardized
UHT milk and is a trusted brand known throughout the country for its nutritious
wholesome goodness and pure natural taste. MILKPAK is now fortified with extra
strength of Iron, Vitamin C and Vitamin A.
Nurpur:
The company was incorporated in 1985. A wholesome life is what Nurpur stands for with
Health, Energy and Taste, being the vital ingredients. Nurpur is Ultra High temperature
treated milk which can be kept outside the refrigerator for three months. Packed in
250ml, 500ml, and 1000ml volumes in Tetra Packing.

Haleeb:
Haleeb Foods was established in 1986 and its first product was Haleeb milk.
Haleeb is pasteurized, homogenized, and standardized pure UHT milk. Packed in
easy to open, 6-layered Tetra Pak Slim Brick Aseptic packaging, it comes with a 3
months shelf life. It is available in three sizes 250 ml, 500ml and 1000ml.
 RESEARCH PROCESS

The following are the steps of the research process;

STEP 1:
Problems /opportunities
Opportunity will be to get the knowledge of tetrapak milk market share and the reason
why people like it so that further new innovations can be created.

STEP 2:
Data collection
Primary data collection method, survey will be used in this project. Survey method will
be self administrated questionnaire.

STEP 3:
Data processing
Research will be formed through which the research processing will be conducted.
Research design is attached at the end:

STEP 4:
Results
Results of the research will be compiled in the final analysis and they will show which
tetrapak milk is covering the most of the market share.

STEP 5:
Research report
Research report will be presented to Sir Khurram Siddique.
Research Design:
The following are the steps of research design;

STEP1:
Define Opportunity:
Opportunity will be to get the knowledge of tetrapak milk market share and the reason
why people like it so that further new innovations can be created.

STEP 2:
Estimate the value of information:
The information gained form this research will help me in future and also help me to
learn how the research is conducted?

STEP3:
Type of research:
Basic research will be conducted, which will be regardless of any organization and brand.

STEP 4:
Select data collection method:
Primary data collection method, survey will be used in this project. Survey method will
be self administrated questionnaire.

STEP 5:
Select measurement techniques:
The measurement technique used here is Category scale (Rating Scale), which provides
multiple options to elect a single response.

STEP 6:
Design the questionnaire:
Through questionnaire the information will be collected regarding the market share of the
tetrapak milks and the reasons why the people like them? And the target respondents will
be the students.
A questionnaire sample is attached to it at the end of the design.

STEP 7:
Select sample method:
Population will be students and the sample size selected is of 100 students.

STEP 8:
Select analytical approach:
Analytical approach used will be Microsoft Word and Microsoft Excel.

STEP 9:
Evaluate the ethics of research:
The research will be bias free and will be my personal research, which don’t have any
link with the companies.
STEP 10:
Specify the time and financial cost:
The time taken to complete the research will be 3 weeks and the cost incurred will be Rs.
500.

STEP 11:
Research proposal:
The research proposal will be presented to Sir Khurram Siddique.
 Marketing Research
Research Conductor: Project Coordinator:
Javeria Amin Sir Khurram Siddique
Roll # 09
MBA
3rd Semester

Information filled by respondent

Name:______________________________ Age:________________

Profession: -Student -Employee -Other____________________________

Research Question:
Determine the market share of tetrapack milk and why people like it?

Q1. Which tetrapack milk you use?

-Olper - Nestle Milkpak -Nurpur -Haleeb

Q2. You like this milk because of?

-Taste -Thickness -Quality -Packaging -Price

Q3. Which size pack you mostly purchase?

-250ml -500ml -1000ml -Extra large

Q4. Is it easily available to you?

-All stores -Bakeries -Everywhere -Few stores

Q5. Have you seen its Ads & commercials?

-TV Ads -Pamphlets -Billboards -Shops display -Newspaper -Magazines

Q6. How many family members you are?

-2 -4 -6 -More_____________

Q7. Who like it the most in the family?

-Children -Teenagers -Adults -Aged

Q8. For what purpose you use it?

-Tea -Dessert -Simple -Shakes

Q9.What is your weekly consumption of milk?

-Less than 3litre - 3litre -More than 3litre
ANALYSIS OF TETRAPAK MILKS:
The following is the analysis of the tetrapak milks;

Olper’s Milk:
The following is the analysis of the Olper’s milk;

Which tetrapack milk you use?

No Option No. of respondents

1 Olper’s milk 25

Olper's Market Share

30%
25%
25%
20%
15% Percentage
10%
5%
0%
Olper's

Out of 100 respondents 25 respondents selected Olper’s which shows that the market
share of Olper’s milk is 25%

You like this milk because of?

No Options No. of respondents

1 Taste 12
2 Thickness 5
3 Quality 8
4 Packaging 0
5 Price 0
14%
12%
12%
10%
8%
8%
Response
6% 5%
4%
2%
0% 0%
0%
Taste Thickness Quality Packaging Price

Graph shows that out of 25 respondents 12% like it because of taste, 5% because of
thickness, 8% because of quality and 0% because of packaging and price.

Which size pack you mostly purchase?

No. Options No. of respondents

1 250 ml 6
2 500ml 5
3 1000ml 11
4 1.5ml (extra large) 3

12% 11%

10%

8%
6%
6% 5% Response

4% 3%

2%

0%
250ml 500ml 1000ml 1.5ml

Graph shows that out of 25 respondents, 6% respondent purchases 250 ml, 5% purchases
500ml, 11% purchases 1000ml and 3% purchases 1.5ml (extra large)
Is it easily available to you?

No. Options No. of respondents

1 All Stores 15
2 Bakeries 0
3 Everywhere 10
4 Few Stores 0

16% 15%
14%
12%
10%
10%
8% Response
6%
4%
2%
0% 0%
0%
All Stores Bakeries Everyw here Few Stores

Graph shows that out of 25 respondents, 15% respondents easily avail it from all stores,
10% from everywhere and 0% from bakeries and few store.

Have you seen its Ads & commercials?

No. Options No. of respondents

1 Tv Ads 24
2 Pamphlets 0
3 Billboards 7
4 Shops display 6
5 Newspaper 9
6 Magazines 4
30%
24%
25%

20%

15% Response
9%
10% 7%
6%
4%
5%
0%
0%
Tv Ads Pamphlets Billboards Shops Display New spaper Magazines

Respondents selected multiple options which shows on the graph that they have seen
maximum ads and commercials through Tv Ads 24%, Pamphlets 0%, Billboards 7%,
shops display 6%, newspaper 9% and magazines 4%.

Nestle Milkpak:
The following is the analysis of the Nestle Milkpak;

Which tetrapack milk you use?

No. Option No. of respondents

1 Nestle Milkpak 41

Nestle Milkpak m arket share

45% 41%
40%
35%
30%
25%
Percentage
20%
15%
10%
5%
0%
Nestle Milkpak

Out of 100 respondents 41 respondents selected Nestle milkpak which shows that the
market share of Nestle milkpak is 41%
 You like this milk because of?

No. Options No. of respondents

1 Taste 13
2 Thickness 5
3 Quality 20
4 Packaging 0
5 Price 3

25%
20%
20%

15% 13%
response
10%
5%
5% 3%
0%
0%
Taste Thickness Quality Packaging Price

Graph shows that out of 41 respondents 13% like it because of taste, 5% because of
thickness, 20% because of quality, 0% because of packaging and 3 % because of price.

Which size pack you mostly purchase?

No. Options No. of respondents

1 250ml 18
2 500ml 12
3 1000ml 11
4 1.5ml (extra large) 0
 20% 18%
18%
16%
14% 12%
12% 11%
10% Response
8%
6%
4%
2% 0%
0%
250ml 500ml 1000ml 1.5ml

Graph shows that out of 41 respondents, 18% respondent purchases 250 ml, 12%
purchases 500ml, 11% purchases 1000ml and 0% purchases 1.5ml (extra large)

Is it easily available to you?

No. Options No. of respondents

1 All stores 15
2 Bakeries 0
3 Everywhere 23
4 Few stores 3

25% 23%

20%

15%
15%
Response
10%

5% 3%

0%
0%
All Stores Bakeries Everyw here Few Stores

Graph shows that out of 41 respondents, 15% respondents easily avail it from all stores,
23% from everywhere, 0% from bakeries and 3% from few store.
Have you seen its Ads & commercials?
No. Options No. of respondents
1 Tv Ads 35
2 Pamphlets 3
3 Billboards 7
4 Shops display 7
5 Newspaper 9
6 Magazines 4

40%
35%
35%

30%

25%

20% Response

15%
9%
10% 7% 7%
3% 4%
5%

0%
Tv Ads Pamhplets Billboards Shops dislpay New spaper Magazines

Respondents selected multiple options which shows on the graph that they have seen
maximum ads and commercials through Tv Ads 35%, Pamphlets 3%, Billboards 7%,
shops display 7%, newspaper 9% and magazines 4%.

Nurpur:
The following is the analysis of the Nurpur milk;

Which tetrapack milk you use?

No. Options No. of respondents

1 Nurpur 3
 Nurpur M arket Share

4%
3%
3%

3%

2%
Percentage
2%

1%

1%

0%
Nurpur

Out of 100 respondents 3 respondents selected Nurpur which shows that the market share
of Nurpur tetrapak milk is 3%

You like this milk because of?

No. Options No of respondents

1 Taste 3
2 Thickness 0
3 Quality 0
4 Packaging 0
5 Price 0

4%
3%
3%

3%

2%
Response
2%

1%

1%
0% 0% 0% 0%
0%
Taste Thickness Quality Packaging Price
Graph shows that out of 3 respondents 3% like it because of taste and 0% because of
thickness, quality, packaging and price.

Which size pack you mostly purchase?

No. Options No of respondents

1 250ml 2
2 500ml 1
3 1000ml 0
4 1.5ml(extra large) 0

3%
2%
2%

2%
1% Response
1%

1%
0% 0%
0%
250ml 500ml 1000ml 1.5ml

Graph shows that out of 3 respondents, 2% respondent purchases 250 ml, 1% purchases
500ml, 0% purchases 1000ml and 1.5ml (extra large)

Is it easily available to you?

No. Options No. of respondents

1 All stores 1
2 Bakeries 0
3 Everywhere 2
4 Few store 0
 3%
2%
2%

2%
1% Response
1%

1%
0% 0%
0%
All stores Bakeries Everyw here Few Stores

Graph shows that out of 3 respondents, 1% respondents easily avail it from all stores, 2%
from everywhere and 0% from bakeries and few store.

Have you seen its Ads & commercials?

No Options No of respondents
1 Tv Ads 1
2 Pamphlets 0
3 Billboards 1
4 Shops display 0
5 Newspaper 1
6 Magazines 0

1%
1% 1% 1%
1%

1%

1% Response

0%

0%
0% 0% 0%
0%
Tv Ads Pamphlets Billboards Shops New spaper Magazines
Display

Graph shows that out of 3 respondents, 1% has seen Tv Ads, 1% billboards, 1 %

newspaper and 0 % pamphlets, shops display and magazines.
Haleeb:
The following is the analysis of the Haleeb;

Which tetrapack milk you use?

No. Options No. of respondents

1 Haleeb 31

Haleeb Market Share

35% 31%
30%
25%
20%
Percantage
15%
10%
5%
0%
Haleeb

Out of 100 respondents 31 respondents selected Haleeb which shows that the market
share of Haleeb is 31%

You like this milk because of?

No. Options No of respondents

1 Taste 13
2 Thickness 4
3 Quality 12
4 Packaging 1
5 Price 1
 14% 13%
12%
12%

10%

8%
Response
6%
4%
4%

2% 1% 1%

0%
Taste Thickness Quality Packaging Price

Graph shows that out of 31 respondents 13% like it because of taste, 4% because of
thickness, 12% because of quality and 1% because of packaging and 1% because of price.

Which size pack you mostly purchase?

No. Options No of respondents

1 250ml 16
2 500ml 13
3 1000ml 2
4 1.5ml(extra large) 0

18%
16%
16%
14% 13%

12%
10%
Response
8%
6%
4%
2%
2%
0%
0%
250ml 500ml 1000ml 1.5ml

Graph shows that out of 31 respondents, 16% respondent purchases 250 ml, 13%
purchases 500ml, 2% purchases 1000ml and 0% purchases 1.5ml (extra large)
Is it easily available to you?

No. Options No. of respondents

1 All stores 19
2 Bakeries 0
3 Everywhere 11
4 Few store 1

20% 19%
18%
16%
14%
12% 11%
10% Response
8%
6%
4%
2% 1%
0%
0%
All stores Bakeries Everyw here Few Stores

Graph shows that out of 31 respondents, 19% respondents easily avail it from all stores,
11% from everywhere, 1 % from few stores and 0% from bakeries.

Have you seen its Ads & commercials?

No Options No of respondents
1 Tv Ads 29
2 Pamphlets 0
3 Billboards 2
4 Shops display 1
5 Newspaper 2
6 Magazines 2
 35%
29%
30%

25%

20%
Response
15%

10%

5% 2% 2% 2%
0% 1%
0%
Tv Ads Pamphlets Billboards Shops Display New spaper Magazines

Respondents selected multiple options which show on the graph that they have seen
multiple ads and commercials through Tv Ads 29%, Pamphlets 0%, Billboards 2%, shops
display 1%, newspaper 2% and magazines 2%.
Analysis Of Milk:
The following is the analysis regarding family size, purpose of milk usage, there weekly
consumption of milk and who like milk mostly in the family.

How many family members you are?

No. Options No. of respondents

1 2 4
2 4 20
3 6 44
4 More 33

50%
44%
45%
40%
35% 33%

30%
25% Response
20%
20%
15%
10%
4%
5%
0%
2 4 6 more

Graph shows that out of 100 respondents, 4% respondents are 2 family members, 20%
are 4 members, 44% are 6 members and 33% are more than 6 members.

Who like it the most in the family?

No. Options No. of respondents

1 Children 27
2 Teenagers 31
3 Adults 36
4 Aged 6
 40%
36%
35%
31%
30% 27%

25%

20% Response

15%

10%
6%
5%

0%
Children Teenagers Adults Aged

Graph shows mostly the tetrapak milk is liked by children 27%, teenagers 31%, adults
36% and aged 6%.

For what purpose you use it?

No. Options No. of respondents

1 Tea 60
2 Dessert 4
3 Simple 19
4 Shakes 17

70%
60%
60%

50%

40%
Response
30%
19% 17%
20%

10% 4%

0%
Tea Dessert Simple Shakes
Graph shows that out of 100 respondents, 60 % respondent use terapak milk for tea, 4%
for dessert, 19 % use simple and 17% for shakes

What is your weekly consumption of milk?

No. Options No. of respondents

1 Less than 3litre 22
2 3litre 25
3 More than 3litre 53

60%
53%

50%

40%

30% 25% Response

22%
20%

10%

0%
Less than 3lit 3lit More than 3lit

Graph shows weekly consumption of milk less than 3litre is 22%, 3litre is 25% and more
than 3litre is 53%.
Final Project Analysis:
The analysis of the project shows that the maximum market share is covered by Nestle
Milkpak 41%and then by Haleeb 31%, Olpers 25% and Nurpur 3%. These tetrapak milks
are mostly like because of taste ( Nestle milkpak, Olpers, Nurpur, haleeb), Thickness
(Nestle Milkpak, Olpers, Haleeb), Quality (Nestle milkpak, Olpers and haleeb),
Packaging (Haleeb) and price (Nestle Milkpak and Haleeb).The different pack sizes
which is mostly purchase are 250ml, 500ml and 1000ml. 1.5ml size is only offered by the
Olpers. These tetrapak milks are available everywhere and can be purchased from all
stores. When it comes for the advertising and commercials of the tetrapak milks tv ads
are mostly seen.
Coming toward the analysis of milk it is analysed by the research that mostly the milk is
used by the six members family and more then six members. Adults use this milk for the
purpose of tea mostly and their weekly consumption of milk is more then three litre.

Conclusion:
After the detailed study of the research I concluded this that the Nestle milkpak is ruling
over the market and the other tetra pak milks should improve themselves so that they can
compete Nestle milkpak and gain most of the market share. Olpers, Nestle milkpak and
Haleeb are close competitors where as Nurpur needs to work harder if they don’t they
will no longer stay in market anymore.

Recommendation:
The following are the recommendations.
• Haleeb milk should improve their advertising and commercials to boost up their
sales.
• Olper is new to the market and needs time so that people get faith in them.
• Nurpur needs a lot of hard work as they only get a very small part of market
share. Nurpur should increase their quality and advertisement and they need to
bring new strategies so that their sales can be increased.