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CAC- Milk Campaign Case Study-

ESSAY-

We’re all aware of the fact that tetra pack milk as well as dairy is a big industry in our country and this business
launches a large number of ad campaigns in Pakistan every single year. The multinational food and drink packaging
giant Tetra Pak has been making innumerable efforts since the year 2003 to market and make packaged milk a big
business. All this amalgamated with huge spends on marketing by giants like Engro and Nestle Pakistan, has led to
securing and building market share for the milk packaging business.

As stated clearly by facts, Nestlé Pakistan participates, among other activities, the manufacture, packaging,
processing and huge sales of food and beverage articles, together with packaged milk, UHT standardized milk and
dairy-based formula. Nestlé Pakistan's main milk substitute merchandise include Nestlé Nido FortiGrow.

Engro Foods competes in the milk products market, including the milk formulas market through its product Olper's
Full Cream Milk Powder.

A particular advertisement caused an uproar in the world of marketing in Pakistan. Engro Foods’ milk brand,
popularly known as Olpers, had launched a TV commercial proudly showing a milk package of an unspecified
unnamed competitor, although the brand’s packaging is quite similar to the yellow packaging of the very famed
Nestlé’s Nido Fortigrow. In the commercial, a little boy questions his mother related to the yellow packaged milk.
The mother doesn’t answer in affirmative and calls it a concoction of white powder with oil. Furthermore,
following this conversation, the grandmother makes her entry in this commercial and raises a big question in
revulsion asking her daughter-in-law if they were being cheated on and were being deceived by the milk company
since years.

In accordance to the complaint Nestle Pakistan, CCP (Competition Comission of Pakistan) began a lengthy in depth
inquiry to look into Engro Foods for broadcasting misleading information to consumers nationwide. Moreover, for
Engro engaging in deceiving marketing implementations under Section 10 of an act known as Competition Act
2020. Engro Foods Limited (Pakistan) was hence fined with Rupees Sixty Two point Two Nine million only, as per
CCP’s order. This order was declared by CCP’s Chairperson, the respected Mr. Vadiyya Khalil with two of his
committee members.

So Nestle decided to take legal action against Engro as Engro’s milk brand Olpers showed a package of milk that
matched colors of Nestle’s Nido fortigrowth and extremely similar to Nestle’s dairy formula. Although in blur
imagery but the consumers could make it out what brand that was and on top of that Olpers in it’s tvc tried to cut
Nestle’s marketshare by falsely accusing it to be low in nutrients, quality and having poor efficacy, and just plainly
and out rightly calling it “tail mili safaidi”. Engro in its television ad had made misleading and deceptive assertions
that went by undercutting the nutrient value of Nestle’s FortiGrowth , building a fallacious impression in relation to
vegetable oil calling it out as an unacceptable unusal component of formula products and fabricating as well as
popularizing an untrue perception amongst consumers that Nestle Pakistan has been openly misleading the
masses since generation by marketing its specified product as a natural milk product.

In my opinion, Nestle made the right call, by legally acting out against Engro and involving CCP to investigate the
issue and answering all allegations and claims set out by Olpers in their controversial tvc. Nestle acted in a classy
way through their Twitter account as well by broadcasting a public service message. Nestle’s Ndio behaved wisely
and put out a message rebutting all the allegations and without attacking Engro or Olpers, Nestle’s Nido thanked
the said competitor six times to recognize it as an old heritage and reputable milk formula brand that has served
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generations and has milk goodness inside each of its package along with added goodness and also thanking to pop
a reminder for moms to check labels of everything they by from their family from any market. This way they very
nicely promoted themselves post the controversial tvc without attacking any other brand. On top of all this Nido
also gave an open invitation to the masses to visit their factories anytime to see for themselves the facts they have
stated related to nutritional values on their labels and to become familiar with all facets of the situation raised to
make them see and believe that the allegations are false and Nestle can in all ways be trusted blindly by consumes.

Although packaged milk was in demand 10 years back but quite recently it has seen a sharp decline and In my
instance, packaged milk industry has a been diminishing and hurting because of the taxes imposed on packaged
milk as well as the cases been going on in courts in relation to debating milk quality because people as in masses
have realized that it is less natural milk goodness and more preservatives and flavor. Also packaged milk is getting
expensive to consume of masses as well, hence the share has been declining. This is why organizations are finding
it difficult and stressful to benefit from the ever growing demand of milk in Pakistan, our green land.

Advertisement alone cannot be fruitful in this situation, organizations working in the packaged milk industry need
other things too to make masses believe that they care about the consumer and that consumers are their first
priority. This could be achieved by numerous csr activities aimed at consumers to show them care.

Amends must be made to the marketing mix by businesses such as reducing the price (however this is not a
sustainable option a company must opt for as it will only temporarily increase sales but not in the long run),
improving quality of milk, making the packaged milk easily available for masses i.e. heavy distribution and
advertising not just on tv but on ground too like btl activities and ooh activities to achieve such goals.

When it comes to not just Pakistan but any country as a matter of fact in our world, packaged milk brands or any
brand from any possible category would definitely benefit more from competition! This is so, because competition
leads to innovation and multiple ideas. Humans want to do better than one another always, competition makes
people push their boundaries, expand horizons and think outside the box. It has worked time and again for
companies and organization be it a small level or an over the top big level. Hence I believe, competing is the right
way to tackle this problem of packaged milk and to increase business and market share.

Advertising, as always, will play a key and crucial role in this regard. The big idea could be something in relation to
Brand Wars. To increase the consumption of packaged milk brands in our country, say for eg. Engro could start a
csr asking people to buy more and more of their tetrapacked milk and with ever pack bought they would help a
particular sector in Pakistan. The tagline could be “Ao pehl karay”. For example one such campaign would be
aimed at providing money to farmers in villages for better agricultural practices or for pasteurization practices. The
slogan could be “Ao pehl karay, apni kisan bhaiyon ki madad karay”. Via this campaign they’d be helping the
agricultural sector. The packaging more their milk cartons would alo show farmlands and a happy hardworking
farmer on it. Also side by side another slogan will be afloat too that would say “Ao pehl karay, apnay doctors ki
madad karay”. As part of this Engro would be donating money to the medical sector in response to every milk
carton bought/sold a particular amount would be contributed for medical help be it research or for supplies in
Pakistan’s medical sector. The same would be done for the educational sector under the slogan “Ao pehl karay,
apnay ustaadon ki madad karay”. Of course keeping this in view and after making this move, other organizations
would do something like a csr or something too so that masses would buy their packaged milk gallons.

Hence, this clearly shows that competition leads to innovation, and in this case new ideas. But talking about a
current crisis, that has hit our planet these days and due to which the human race is in a huge conundrum, COVID-
19. The same approach has been applied in our crisis situation too. Competition is thriving and is the need of the
hour as different groups of doctors, experts and/or scientists are taking different approaches to put an end to
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Corona virus. In this regard, an American author, entrepreneur and computer scientist, known as Paul Graham said
that this epidemic that’s a big threat to the human race has shown and revealed one big advantage of having so
many nations and countries instead of having one single government that ruled the entire world, this way assorted
separate countries can provide contrasting and multiple solutions to a single problem at hand and next they could
copy whichever one works the best of all!

THE END