The document outlines Olper's marketing strategy, detailing its branding elements, positioning strategy, and expansion plans within the dairy industry in Pakistan. Launched in 2005, Olper's has developed a strong identity through elements like celebrity endorsements, a distinct logo, and a memorable slogan, targeting various consumer demographics while aiming for broader market appeal. It highlights the brand's commitment to quality and community engagement, while also noting challenges related to pricing and market positioning.

1. “OLPER’S – MARKETING
STRATEGY”

2. Contents
First Part
• Introduction
• Segmenting, targeting and positioning
Second Part
• Brand value pyramid
• Celebrity endorsement
• Brand/line extension
Third Part
• Brand elements
• Event marketing
• Future of marketing according to you

3. OLPER’S
Brand of Engro Foods
Strong bond with
farmers made milk
collection possible
Olpers was launched in
2005
Third-generation UHT
milk plant in the country
5 million people use
Engro Foods products
everyday
4th largest producer of
milk country

4. Brand Elements
OLPER’s considered following brand
elements to be part of it:
1.
Brand Name – Before OLPERS, Milk Pak
and Haleeb brand had local names. But
OLPER’s intended its name to look
International, modern and distinguishable.
2. Logo – OLPER’s has a distinct logo which
is identified easily by its consumers
3. Spokespeople – The brand has a long list of ambassadors from
showbiz to sport
4. Jingle- It has catchy lines and music to promote itself such as ‘ao
kuch naya karein’
5. URL – OLPER’s is Engro Foods’ brand as it is a subsidiary of
Engro foods. www.engrofoods.com
6. Slogan- Mera Intekhab Sirf OLPER’s
7. Packaging – OLPER’s has a distinct vibrant colors close to nature
as in Red, Purple,Yellow, Purple

5. Criteria of Brand Elements
• Likability – Brand color, name, and packaging make
it likable
• Memorable – jingles and packaging colors make it
memorable for the consumers
• Meaningful – It claims to ‘gain the dairy edge’ and
it is making it meaningful
• Transferable – Line and brand extension into other
products of the dairy origin
• Adaptable - Technological edge (internet, digital
events,
• Protectable – licensing of logos and rights

6. Positioning Strategy
• Marketing Positioning
Competitive advantage from Nestle and Haleeb
‘Subha Bakhair Zindagi’, targeting the
housewives and teenagers who are goal and
family oriented
• User Strategy – Maira Khan as brand ambassador
of Olper’s for female achievers
• Product Features positioning
Olpers is thicker, stronger than Nestle and has a
distinct aroma and taste

7. Positioning Error
• Over-positioning
Targeting only the upper and middle classes and
leaving out the lower classes with high prices.
Even the middle classes think it is above their
monthly budget levels

8. OLPER’s Brand Value Pyramid
Bon
d
Enhance
Enhance
Stimulate
OLPER’s cool,
attractive,catchy
all purpose milk,
happy consumer
Loyalty
100%
Quali
ty
Full Cream
Richness UHT
Milk
Red & White Color and Fond
Picture of happy family
All purpose Milk
Sensory branding is the key to attain loyalty and smashability of the brands.

9. Five Dimensional Brand – OLPER’s
The audio brand – use of Tabla
& Sattar to make it local and
close to nature.
The visual brand – vibrant colors
Identify in the minds and on shops
The touch brand – special creamy,
consistent texture of freshness
The smell brand – aroma
that is not strong not weak
The taste brand –soft creamy taste, a
bit strong thanHaleeb and Milk Pak

10. OLPER’s – Religious, Emotional, Holistic Brand
OLPER’s beyond traditional rules of a
customer and product to attain
customer loyalty and special bonding
e.g. Ramadan’s Sehri and Iftaar
• all daily routines, special rituals, beliefs,
occasions and special moments of its
customers to create belonging to the brand,
celebrating life and love
Optimistic and vibrant tagline, “Good
morning”
• Creates a celebrity based trust, but by
producing 100% premium quality products +
earned farmer’s association over decades
• In Engro Foods’ marketing manager words,
“We wanted consumers to consider OLPER’ s
as contemporary and modern brand
• Programs - It made housewives make recipes
with OLPER’s
• Reputation of ‘local giant’ involved with
community welfare
• "All Purpose Milk"

11. Celebrities Endorsement

13. Branding Strategy
• Corporate Branding –
• Line Extension
• Brand Extension

14. Olper’s Line Extension and their individual positioning
Line Extension
• 1. Olpers milk - Gaining the dairy
edge!
• 2. Olpers Lite - embrace the
lighter side of milk
• 3. Olpers Flavored Milk with
Zafran and Badaam- savor the
flavor of tradition - in every sip
of milk
• 4. Olpers Cream - every day is a
celebration with our créme de la
cream!

15. Brand Extension
• Olper’s - Gaining the dairy edge!
• Olfrute – Heavenly nectars from
Engro foods (red grape, apple, guava,
green cock-tail, mango, apricot and orange )
• Omore - ice-cream
• Olper’s Tarkka – Give your food
some Tarkka!
• Omung – rise up to a better life!
• Tarang - tarang in your tea-cup
makes for sheer bliss!

16. Brand’s present and future!
1.
2.
3.
4.
Brand Elements
Event Marketing/Sponsorship
Product Lines’ Positioning statement
The Future of the market

17. Event Marketing-Above the line
Advertisement to celebrate Ramadan and appreciate the hardworking females of
Pakistan. The ad campaign featured female icons belonging to Pakistani media.
• Ao kuch Naya karein

18. Sponsorship-Broadcast
A brand should be social and this is how OLPER’s did it
Olper’s joined forces with the team of
‘Tanhaiyaan’, a popular TV serial from the
yester years loved by all Pakistanis, and made a
sequel.

19. Event Marketing, BTL – Below the Line
Ighost Dolmen Mall – OLPER’s goes social

20. Social Welfare
Daharki and Sindh rural areas – social welfare
programs for education and improvement of
society are going on.

21. The future of Market
•
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Engro foods’ profit growth exceed 191%
4th largest milk producing country
Current size of 50 million cattle
Available in more than 100 cities
30-35% rural population is engaged in livestock
Contributes to 11.4% GDP of Pakistan
Nestle’s market share is 51%(235 million
gallon), OLPER’s has 38%(175 million
gallons), Haleeb 7% (32 million gallon) and the
rest 4% (18 million gallon)