Olpers has established itself as a fast growing milk brand in Pakistan since 2005. It operates production plants in Sukkur and Sahiwal, employing 750 people. The document evaluates Olpers' strategies for targeting consumers and communicating with customers, including competitive pricing, widespread distribution, and promotional campaigns emphasizing emotional appeals and sponsorship of sports and health figures. Olpers segments the market based on age, gender, lifestyle, and benefits sought in milk, and positions itself as affordable, high quality, and contributing to health and happiness.

1. Competitive Analysis
and
Consumer Preferences
Prepared by:
Muhammad Zaid Iftikhar

2. History
 Engro Foods has been established in 2005
 Plant located in Sukkur And Sahiwal
 750 Employment
 OLPERS, Dairy Omung ,Omung Lassi, Omore, Tarang, Tarrka
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.

3. • To evaluate the strategies used by the Company to target the
consumers.
• To evaluate consumers' perception and consumption.
• To know about how Company, communicate with customers.
• Brand Positioning.
• Supply chain Process

4. Competitor Analysis
Brands available in the Market
 Olpers Milk
 Milk Pack
 Good Milk
 Haleeb

6. Product
• All Purpose Milk
• Pure UHT Milk
• Available in 6-Layerd easy open
Tetra pack
• with shelf life of 3 month
Shipping Unit
• 1.5 litter(8 Pack per carton)
• 1 liter (12 pack per carton)
• 250ml (24 packs per carton)

7. Placement
 Its own distribution channels
 Presently available in more then 100 cities
in Pakistan
 It has divided into 5 regions for distribution
namely Karachi, Lahore, Islamabad,
Peshawar and Multan.
 Olpers preferred to put their product in
front racks in Grocery Stores.

8. • Competition based Price
• Olper’s usually priced below, above or equal to its competitors
• Olper offers discount price for special occasions like Ramadan, Eid.
This will increase sales generate profit.
Olpers Milk Pack
Milk(250ml) 30 30
Milk(1000ml) 120 120
Milk(1500ml) 170 ---
Cream(200ml) 90 95

9. Promotion
 Olpers promote its product
through massive advertisement and
promotion on special events.
 Advertise on Tv, Radio, Billboard,
Magazine etc.
 BLT activities including direct
consumer and shop branding
activities.
 Capture audience by creating
Emotional ads.
 Special Ramadhan theme
campaign.

10. • Segmentation-Defining
• Targeting-Selecting
• Positioning-Attacking
Olpers segments the market keeping
Some basic things in mind like to
Be white carefully processed and
Good for health and bones.

11. Segmentation & Targeting
 Demographically
-Age: for all above 3 years
-Gender: Male & Female
-For all field People
 Psychographic
-More toward goal oriented
-who focus on their career
-with belief of healthy Life
 Behavioral
On the basis of benefits that consumer seeks in the milk Like
Drinking, as tea whitener as well as to feed their pets

12. -Upper Class
-Middle Class
-Niche marketing
 Olwell-Specially for Females
 Olpers Lite-( High Calcium, Low fat)
o “Jo Dil khol ke Jeete hain unhi ke
liye hai Olpers.”
o Packaging
o Complete Milk
o Affordable
o Line Extension

13. Strength
-Engro’s Back
•-Relation with Farmers
•-Positive Response from customer
•-Packaging
•-Quality
•-Technology
Weakness
-Narrow Brand Portfolio
-Milk collection Procedure
-Dependent on Tetra Pack
Opportunity
-Increased Consumption of Milk
-One of the largest Milk Producer
-Awareness
Threat
-Competitors
-Price
-Perceptions

14. Feature Olpers Milk Pack
Brand Positioning
 Came up with aggressive strategies and
packaging
 First to introduced Packaged Milk
 Addition of IRON, Vitamin A & C
Brand Personality  Contribution of love, care and happiness in
family
For healthy, active, Goal oriented
People
Slogan  “Jo dil khol k jeete hain unhen chahiye
Olpers.”
 Khalis hi sab kuch hai
 Pure Milk, Healthy Living
Demographic  For whole Family  For whole Family
Psychographic  Achiever and Goal Oriented
 Quality Seeker
 Health
 Pure
 Feeling of Trust
Behavioral  All Purpose Milk
 Basis on Benefits
 All Purpose Milk
Price  Competitive Price  Competitive Price
Advertisement Message  Aggressive Marketing campaign
 Concentrate on emotional aspects
 Ramadan Campaign
 Motivation
 Sports man, Doctors

15. Recommendations
 Olpers should introduced its UHT brand for price
conscious segment.
 Olpers should focus on its distribution channel for
Rural areas.
 Convert low involvement to high involvement
(By increasing awareness).
 Olpers should promote Olper Lite by targeting young girls.
 Olpers should launch yogurt, condensed milk, Powdered milk.