Competitive Analysis and consumer Preferences about Olpers Milk

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.