2. Launched in 2006
Olper’s
entered in the market when the
market of Haleeb was declining in 2006
Premium priced as quoted by many women
Main Competitor- Nestle Milkpak
3. Time Cost & Energy Cost
Extremely Low
Monetary Cost
Moderate
Psychic Cost
Moderate
Brand has created an image that it’s “Complete Milk”.
4. Olper’s should create such awareness among
customers (through advertisements and
public relations) that now it’s a product of
multinational manufacturer. This will
Reduce the psychic cost of the customers.
Increase the customer value.
5. • 30 – 35 million rural
population engaged in
livestock
• livestock contributes
49% value addition in
the agriculture sector
• about 11.4 % to
Pakistan’s GDP
6. • Market value, MILK is
the highest contributor
to the GDP
• 6th largest milk
producing country
• 66% buffalo, 31.6 cow
2.4 goat and sheep
7. Undifferentiated product
Lessroom for differentiation
(taste or the composition)
7%of total industry
(460 million liters)
8. Started
off with steady
growth rate
Consumption accelerated
2005-2010,
boom 28-30% growth
Potential
for new players
Olper’s entering the market
capturing Haleeb’s share.
9. 2005
Haleeb 48% 2010
Nestle Milk pack 42%
2010
Nestle milk pack 51% (235 million liters)
Olper’s 38% (175 million liters)
Haleeb 7% (32 million liters)
Others 4% (18 million liters)
10. Company’s Internal Environment
Inter departmental coordination and synergy
Employee involvement in organizational goals
Product quality, dependability and overall productivity
Company’s internal market
Supplier
Marketing Intermediaries
Customers
Competitors
11. Demographic Environment
Age
Gender
Location (Area )
Status
Economic Factors
Political Environment
12.
13. INFLATION RATE
EXPENSIVE PRODUCT
INCREASE IN PRICES POSES POTENTIAL
THREAT
DECREASE IN BUYING POWER
THREAT OF SWITCHING OVER TO KHULA
DOODH
14. ONTHE BASIS OF VALUES,INTERESTS AND
BEHAVIORS
RELIGIOUS HERITAGE
CHANGED PERSPECTIVE
LITERATE STRATA OF OUR SOCIETY
15. PSYCHOGRAPHICALLY TARGETING SEC (A
AND B)
MODERN AND PROGRESSSIVE
25 TO 35 AGE BRACKET
URBAN AUDIENCE
16. HOUSEHOLD PRODUCT
LESS RISKY
SAVES TIME AND ENERGY
PURCHASED FREQUENTLY
HABITUAL BUYING
17.
18.
19. UHT MILK USERS ARE 87%
TOP OF MIND - NESTLE 50% OLPER’S 40%
PREFERENCE FOR OLPER’S- TASTE 50%
THICKNESS 18%
DAILYCONSUMPTION IS MAINLY FOR THE 1
LITRE PACK WHICH IS 50%
20. ADVERTISEMENT APPEAL 88%
AFFORDABILITY - ECONOMICAL 73%
EYE CATCHY PACAGING 95%
ALWAYS AVAILABLE IN THE MARKET
PREFERENCE/BRAND LOYALTY IS 66%
21. 1. Convert low involvement to the high
involvement
By increasing awareness of risks of
hygiene associated with guala (khula doodh).
22. 2.By linking the product to more events or
occasions
Sports(“if you need to be sporty, you
need to be healthy) creating the importance
of Olper’s to stay healthy.
Wedding (Olper’s for wedding desserts).
23. Initially Other Metros Like
Geographic
Karachi Rawalpindi, Islamabad
24. Demographic
Age Gender
For the Male &
whole family Female both
26. Behavioral
User Usage
Occasion Benefits sought
Status Rate
Tea /Coffee
64%
Subah Bakhair Complete Milk Brand for High
Zindagi Class Drink 32%
Desserts 4%
27. Cater the market of Punjab especially
Lahore because:
Big market for Nestle.
Lot of potential can be seen over there.
30. 5
4
3
2
Is a brand for me
International brand It is recommended by the doctor
A brand for positive thinkers Its pure
Something that gives daily nutritional no chemicals
It has Has additional iron and calcium
1
requirement My family likes to drink it
Nido
Economical in price Well known brand It has full cream
Available in various skus Attractive packaging Multipurpose usage Good for health
Perfect compliment for tea Nesvita
Convenient packaging Is of excellent quality
0
- 3. 5 - 2. 5 - 1. 5
Easily available - 0. 5 Olpers Easy to digest
0. 5 1. 5 2. 5
Everyday
Easy to store Milkpak Haleeb Gourmet
Tarang Good quality packaging
-1
Natural taste
Attractive
Blissful tea experience every time commercials/advertisements Appropriate thickness/consistency Gives taste to desserts
-2
Excellence at source
-3
31. Complete milk
Easy to digest
Excellent quality
Attractive packaging
Multi purpose use.
33. Communicating and Delivering the Selected
Positioning:
Complete milk
Line Extension
Affordability
Availability
Promotion
34. The company should try to cater other portions
of the perceptual map by promoting it as a
product which is
Easy to store
Easily available
Convenient packaging
Economical in price
Perfect complement for tea etc.
35. TOP OF THE MINDS:
Olper’s - 20%-25%
Nestle Milkpak - 30%-35%
Haleeb - less than 25%
40. Packaging & Usage: Olper’s can add in certain
recipes
Benefits: benefits of milk on their packages
Line Extension: Olper’s powder specially for use
in the offices for tea.
Brand Extension: Olper’s should consider to
launch plain and fruit Yogurts, and Raita too as
its competitor (Nestle) is very strong in it.
43. OLPERS has expanded nearly to 300 distributors in
Pakistan and its readily available in almost every
retail store across the country.
44. Promotions
Very aggressive approach
Different channels used
All promotional platform used to the fullest
Mix of Thematic, Sensory and Tactical
100 million budget for single promotional
campaign
45. Advertising
Printmedia, electronic media, radio
commercials and other mass
communication like billboards
15 huge campaigns
Special Ramzan theme campaigns
Value Addition Banners
Posters
46. Activation trade discounts and trade promotions
Product tag on
Area specific Scratch and win (Khi And Lhr)
Float activities
Rural Melas
Ramzan offers
2 (one liter) Olper’s milk + 1 (one liter) Olper’s Lite – old
price 232: new price 200
3 (one liter) Olfruit juices – old price 320 : new price 280
47. Paidarticles in news papers
Annual reports
CR activity “House of Olper's”
Objective: Build brand awareness
Target: House wives
Procedure: 2 cooking competition sessions per day; 35
ladies per session.
Days: Working days only.
Duration: Till Nov 2011