All about Engro Foods's Product, competitors, swot, challenges, market share, growth and marketing.

1. Shehreen Sarfaraz
Awais Zahid
Anees-u-rehman
Salman Haidar
Hamza Khurshid

2. Olper’s

3. Third largest
33.6 billion per year
50 million animals and 8
million farming house hold
Agriculture sector

4. Target market
Upper class
Middle class

5. Region: South East
Country: Pakistan
Province : All over Pakistan
Targeting :
Children
Pakistani Families

7. More hygienic and thick
Low price with good quality milk
Vitamin D high calcium milk
Purity
Complete nutrition’s
Easy to use
Long term storage

10. Positive response from the consumers
Olper’s is being backed by the finances of
Engro Corp
UHT processed that means high quality of
milk
Strong consumer research conducted by
the Engro Foods
Unique color & packing
all the nutrients which the fresh milk has

11.  low quantity
 Engro Foods doesn’t own its own dairy farms
 85% of Olper’s Milk collection centers are
situated in Punjab
 Its color
 Some people prefer fresh milk than Olper’s
because they think it may contains chemicals
 not promoting brand well on social media

12. Pakistan is the third largest milk
producer
population is increasing in cities
More people are starting to consume
packaged milk
Opportunity to promote on social media
Govt. has increase its funding
Export Opportunities

13. Competitors
Hard competition by Milk Pack
Consumer perception
Consumer behavior

14. Direct:
Nestle
Haleeb Foods
Indirect Competitors

16. Introduced in 2006
100% preserve
UHT milk
Tetra packing
Available in 1000, 1500 ml.

17. low-fat, hi-calcium
milk
For adults
Launched in 2011
No extra calories

18. Rich in cream
Used in cake icings &
desserts
Launched in 2006

19. 100% pure milk
Launched in 2007
most distributed brand
Affordable price
Available in 10, 15, 20 Rs.

20. Launched in 2010
dairy-based cream
high in nutrition

21. It is desi ghee
Used in various
dishes
Since 2007

22. Pure Milk
Save from impurities

23. Introduced in 2009
fastest ice cream
growing brands
It includes cups,
stick cones, brick
pack and family
pack

24. Market Segmentation
Demographic Segmentation
Psychographic segmentation
Behavioral Segmentation
Geographic Segmentation

25. Age: It is for all age persons
Gender: there is no discrimination
Family: It serves family of people
Family Cycle: Olper’s milk is bounded to any particular
lifecycle
Income: above 8000

26. segmented the people who are goal-
oriented and focused on their careers
focus on achievers who want to be
successful
Olper’s ads also target believers

27. Occasions: for all occasions
Segmented on the basis of benefits

28. Countries:
Pakistan
U.S
Canada
Cities: 300+ in Pakistan
States: 18+ in U.S
Province: 4 province in Canada

29. To deliver good quality of foods products
and to meet the customer’s expectation.
And also offer tasty and affordable
products

30. Attracting customers, changing consumer’s
perception of processed milk, making this product
a brand

31. Middle and Upper Class People

32. Packaging in red color
that is quite different
 Olper’s cream is
positioned as good for
specific use or
application
 Used the benefit
positioning for Olper’s
that it helps to reduce
the weight and for
healthy bones.

33. Marketing tactics are the strategic actions
that direct the promotion of a product or
service to influence specific marketing goals.
For example, a marketing tactic is a case
study

34. Olper’s Milk Launched on March 20,2006.
standardized and homogenized pure UHT
(Ultra heat treated) milk with 3.5 % fat and
8.9 % solid non-fats. available in easy-to-
open, 6- layered Tetra Pak Brick Aseptic red
packaging and comes with a 3 months shelf
life.

35. 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 OLPER,S HALEEBMILAK NESTLE
Quarter 35 40 35
Liter 135 130 135
1.5Liter 180 175 180

36. Having kicked off simultaneously in 20 cities across
Pakistan
currently Olper’s is available in 80 cities across Pakistan
Distribution Regions
Karachi
Lahore
Islamabad
Peshawar
Multan

37. ATL (Above The Line Activities—television, radio, etc.) and
tailor-made Iftaar activations, are aimed at building the
necessary association.
 BTL (Below The Line—brochures, flyers, etc.) have also
contributed to the brand’s success it also involves reaching
out to the different locations in various cities and having
the housewives participate in learning and showcasing
milk-based recipes.

38. How to Implement Your Marketing Plan
Set the right expectations
Build the team and secure resources
Build out timeline and task

40. 34.6 billion

41. Perception and price differentials.
Consumer perception and price
differentials when changed, it is the risk
of the company. it is important that
Olper’s comes up to the expectation of
the consumers.

42. Competition
For Olper’s it might be difficult to penetrate in a
market where the loyalties exists for such brand as
nestle and Haleeb.