Olpers final

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Olpers final

  1. 2. Mohammad Waris Butt 073180 Ahsan Aslam 073165 Wahab Yunus 083115 Mujtaba Mehmood 073175 Submitted to Mr. Jawad Saleem Marketing strategy (B) EFL OPLER’S Marketing strategy Analysis
  2. 3. ENGRO Foods – Introduction <ul><li>A subsidiary of ENGRO PVT LD. </li></ul><ul><li>Established in 2005 </li></ul><ul><li>Milk processing plant at Sukkur and Sahiwal </li></ul><ul><li>Crossed the PKR 1.5 Billion mark in Revenue </li></ul><ul><li>Vision: </li></ul><ul><li>To become a fast expanding mega foods company </li></ul><ul><li>Mission: </li></ul><ul><li>To be one of the biggest players in the food business </li></ul>
  3. 4. ENGRO Foods – Situational Analysis Packaged UHT Milk Industry <ul><li>Established in 1981 </li></ul><ul><li>TetraPak : the 1 st major player </li></ul><ul><li>Current Competitors </li></ul><ul><ul><li>Nestle Milkpak </li></ul></ul><ul><ul><li>Haleeb </li></ul></ul><ul><ul><li>Olper’s </li></ul></ul><ul><ul><li>Good Day </li></ul></ul><ul><ul><li>Haleeb Dairy Queen </li></ul></ul><ul><ul><li>Gourmet </li></ul></ul>
  4. 5. ENGRO Foods – Situational Analysis Packaged UHT Milk Industry
  5. 6. ENGRO Foods – Industrial Analysis Milk Production and Market <ul><li>Pakistan 4 th Largest producer of Milk </li></ul><ul><li>Current size of 50 Million cattle animals </li></ul>Packaged UHT Milk Industry <ul><li>Growing annually at 20% by 2006 </li></ul><ul><li>Major market shareholders </li></ul><ul><ul><li>Milkpak 36-40% </li></ul></ul><ul><ul><li>Olpers 24% </li></ul></ul><ul><ul><li>Haleeb 15-18% </li></ul></ul><ul><ul><li>Dairy Queen 10% </li></ul></ul><ul><ul><li>Goodmilk 2%-5% </li></ul></ul>
  6. 7. ENGRO Foods – Industrial Analysis Packaged UHT Milk Industry Industry Determinants (Growth and Price) <ul><li>Urbanization </li></ul><ul><li>Quality of Unprocessed milk </li></ul><ul><li>Unprocessed milk prices </li></ul><ul><li>Effective SCM and Logistics Support </li></ul><ul><li>Government Support </li></ul><ul><li>Usage frequency </li></ul><ul><li>Cultural Factors (Occasions) </li></ul>
  7. 8. <ul><li>MEASURING CUSTOMER-BASED BRAND EQUITY </li></ul><ul><li>MANAGING CUSTOMER-BASED BRAND EQUITY </li></ul><ul><li>BUILDING CUSTOMER BASED BRAND EQUITY </li></ul><ul><li>USING EFFECTIVE MARKETING RESEARCH METHODS </li></ul><ul><li>BUILDING BRAND – CUSTOMER RELATION QUICKLY </li></ul><ul><li>AND EFFECTIVELY </li></ul><ul><ul><li>The World of Olper’s </li></ul></ul><ul><ul><li>Olper’s Consumer Relationship Diary </li></ul></ul>ENGRO Foods – Key Success Factors
  8. 9. ENGRO Foods – External Consumer Analysis Macro environment P.E.S.T Analysis <ul><li>DEMOGRAPHICS </li></ul><ul><li>PSYCHOGRAPHICS </li></ul><ul><li>ECONOMIC FACTORS </li></ul><ul><li>SOCIO-CULTURAL FACTORS </li></ul>
  9. 10. ENGRO Foods – Internal company Analysis Micro environment S.W.O.T Analysis <ul><li>STRONG RECOGNITION OF THE PARENT BRAND </li></ul><ul><li>EXCELLENT MARKETING RESEARCH TOOLS </li></ul><ul><li>ABNORMAL GROWTH IN CUSTOMERS AND MARKET SHARE </li></ul><ul><li>TECHNOLOGICAL ADVANCEMENT </li></ul>STRENGTHS
  10. 11. ENGRO Foods – Internal company Analysis Micro environment S.W.O.T Analysis WEAKNESSES <ul><li>INTERNAL COMPETITION </li></ul><ul><li>BRANDING ISSUES (COLOR) </li></ul><ul><li>INCREASING COSTS (PRODUCTION AND DISTRIBUTION) </li></ul><ul><li>LIMITED BRAND PORTFOLIO </li></ul><ul><li>A STRONG PARENT BRAND IDENTITY </li></ul>
  11. 12. Consistency, Quality, Leadership Empowerm--ent, Trust, Teamwork Integrity, Innovation, Consumer Centric. Values of Company Healthy Life Jia Karo Thick Milk & Gaarha Rishta. Subha Bakhari Zindagi Brand Promise Hot OR Cold, gives same taste. Natural nourishment Everyone, who daily use milk. Good Milk (Shakarganj Ltd.) Gives good taste of tea. Density, Thickness of milk. People who want good tea. Haleeb (Haleeb Foods) Hygienic, can be stored a little longer as compared to open bazari milk. Full cream Richness Almost no difference. Full cream Richness All users. Olpers (Engro Foods) Point of Parity Point of Difference Price Benefits Target Customers Product
  12. 13. ENGRO Foods – Internal company Analysis Micro environment S.W.O.T Analysis OPPORTUNITIES <ul><li>INCREASED SUPPORT FROM GOVERNMENT SECTOR </li></ul><ul><li>INCREASED CONSUMPTION OF PACKAGED MILK </li></ul><ul><li>OVERALL LIVESTOCK AND DAIRY PRODUCTS SCENARIO OF </li></ul><ul><li>PAKISTAN </li></ul>THREATS <ul><li>OVERALL INFLATION RATE </li></ul><ul><li>COMPETITION </li></ul>
  13. 14. Olper’s, Milkpak, Haleeb, Goodmilk Candia, Nesvita, Dairy Queen, Nido, Milo, Everyday, Olwell Flavored Milk, Juices, Flavored yogurt, Tea Beverages, food Items, Snacks, Energy Drinks Energizers, Ice cream ENGRO Foods – Competitive Analysis Level of competition
  14. 15. ENGRO Foods – Marketing Strategy POSITIONING <ul><li>DIFFERENT POSITIONING STATEMENTS </li></ul><ul><li>BRAND COLOR AND PACKAGING </li></ul>“ SUBHA BAKHAIR ZINDAGI ” “ JO DIL KHOL KE JEETE HAIN UNHEE KE LIYE HAI OLPER’S”.
  15. 16. ENGRO Foods – Marketing Strategy SEGMENTATION <ul><li>DEMOGRAPHICAL SEGMENTATION </li></ul><ul><li>PSYCHOGRAPHIC SEGMENTATION </li></ul><ul><li>BEHAVIORAL SEGMENTATION </li></ul>TARGETING <ul><li>Housewives </li></ul><ul><li>Achievers </li></ul><ul><li>Students </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Children </li></ul><ul><li>Ramadhan </li></ul><ul><li>Eid </li></ul><ul><li>Tea time </li></ul><ul><li>Breakfast etc. </li></ul>
  16. 17. ENGRO Foods – Marketing Mix PRODUCT <ul><li>Purity </li></ul><ul><li>Quality </li></ul><ul><li>Nutrient </li></ul><ul><li>Whiteness </li></ul><ul><li>Freshness </li></ul><ul><li>Basic description </li></ul><ul><li>Biological characteristics </li></ul><ul><li>Packaging </li></ul><ul><li>Shelf Life </li></ul><ul><li>Sale Units </li></ul><ul><li>OLPER’S MILK </li></ul><ul><li>OLPER’S CREAM </li></ul><ul><li>OLWELL HCLF MILK </li></ul>
  17. 18. ENGRO Foods – Marketing Mix PRICE
  18. 19. ENGRO Foods – Marketing Mix PLACE <ul><li>Plants at Sukkur and Sahiwal. </li></ul><ul><li>Own sales and distribution network. </li></ul><ul><li>Presently, olpers is available in more than 100 cities </li></ul><ul><li>Special arrangements for occasions like Ramadhan and Eid. </li></ul><ul><li>Delivery in the big cities through vehicles on daily basis </li></ul><ul><li>Their SCM which enabled them to launch olpers simultaneously </li></ul><ul><li>in 20 cities </li></ul>
  19. 20. ENGRO Foods – Marketing Mix PROMOTION & ADVERTISING OLWELL HI-CAL LO-FAT (HCFL) MILK OLPER’S MILK OLPER’S CREAM
  20. 21. ? THANK YOU

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