Olper's is a milk brand launched by Engro Foods (EFL) in 2005. EFL positioned Olper's as an all-purpose milk for all segments of society, while Olper's Lite was positioned for health-conscious consumers. EFL promotes Olper's aggressively through advertisements and uses distinctive red and purple packaging. While EFL relies on farmers for raw milk, quality issues sometimes arise. EFL also depends on Tetra Pak for packaging. Overall, Olper's has grown quickly due to increased demand for processed milk and effective promotion.

1. Marketing Strategy of Olper’s
Prepared by:
ALI MAAZ
ALIMAAAZ@YAHOO.COM

2. CONTENTS
Engro History
5 P’s
Segmentation & Targeting
Positioning
SWOT
Pricing

3. Engro History
Engro Foods (Pvt.) Limited (EFL)has been established in
2005. The plant located at Sukkur and second plant is
built up at sahiwal
The plant has been established at a cost of Rs. 1 billion
which provides direct employment to 750 people

4. 5 P’s
Product
EFL launched olper’s as all purpose milk and it mostly
used as consumer product because it mostly bought by
final users for personal use
Olper’s lite for low fat – high calcium diet milk is
reflected and reminded in all campaigns to stand out

5. Price
competition-based pricing Engro foods olper’s usually priced
below, above or equal to its competitor’s prices
Discount price olper’s are often marked down during sale
periods and special occasions. Like Ramadan this will: generate
sales increase profits

6. Place

7. Packaging
Packaging of Olper’s milk is in red color and olper’s
cream in purple colour which is quite different from its
competitors because these colours are attractive than
other

8. Promotion
EFL Promotes their products through massive
promotions , huge advertisements as well as public
relations

9. SWOT
Strengths
ENGRO is a well established brand name in Fertilizer,
IT and infrastructure business. The brand is well known
so customers will automatically have a brand
association with Olper’s
Massive & Effective Promotion is also the strength for
Olper’s

10. Weakness
EFL is not having its own dairy farms; it largely collects
loose milk from farmers which sometimes is of low
quality and impure because they add vegetable oil to
milk to get higher prices.
EFL is dependent upon Tetra Pak for the packaging of its
entire dairy products. Tetra Pak is the only option
available to Olper’s for packaging because it is having
monopoly in the packaging sector in Pakistan

11. Opportunities
Growing dissatisfaction with loose milk and increasing
awareness about health and hygiene issues have led to
increased processed milk consumption
Due to competition olper’s continuously enhancing their
quality

12. Threats
Consumer’s preferences change with time and prices
might create certain barriers in
terms of the profit margins for Olper’s. For example, lose
milk is still cheaper than
packaged milk and that is also one factor that people still
prefer to buy lose milk.

13. Segmentation & Targeting
There are no boundaries such as demographic or
geographic for olper’s milk EFL introduced olper’s
milk as all purpose milk its for all genders ages for
all most all social classes and also EFL placed it all
over the Pakistan
Where as EFL segmented olper’s lite as
psychographic they showed in their
advertisement that this milk is for health or diet
conscious people low fait high calcium milk

14. Positioning
Positioning involves designing the product and image
that will occupy a distinctive place in the minds of the
target market

15. Conclusion
Olper’s milk is very fast growing product. It
established itself in market in a very short time. By
this speed it, just in 2 or 3 years it will take over of all
its competitors.