NAME: MUHAMMAD ARAAJ YOUSUF

ROLL NO: 12991

OLPERS MILK
A milk business or dairy business is for processing or harvesting or both of milk from cows,
buffaloes, goat, and Camel etc. and uses for human consumption. A preferred choice of people is
Cow’s milk. Milk products are rich sources for energy, therefore, it advised to consume milk and
their products on the daily basis especially to children. There are various types of milk products
like yogurt, cheese and ice cream are the primary products. Cow’s milk has 67 kCal and contains
protein of 3.2 gms per 100 ml.

Olper’s was launched in 2006 as the flagship brand of Engro Foods Ltd and has grown to
become a leading player in the UHT milk category in Pakistan. This phenomenal success is
rooted in our commitment to providing high quality nutrition and pure goodness to families
across Pakistan. The focus on this journey has been on collecting fresh and pure milk from farms
across Pakistan on daily basis and ensuring that every pack of milk conforms to the highest
standards of safety and hygiene. Olper’s Milk is free of preservatives, UHT treated and goes
through a rigorous scrutiny of 28 different types of quality tests before reaching consumers.

Today Olper’s stands as a favourite for mothers that are seeking pure and delicious nourishment
for the health and wellbeing of their families. Olper’s has been the pioneer in innovation for the
UHT category with multiple pack formats and sizes bringing convenience and accessibility to
consumers. Whether for drinking, making tea or desserts, Olper’s is the ideal all-purpose milk
that captures the major usages and consumption occasions for Milk in Pakistan.

The marketers will set a position of Olper’s milk according to uniqueness of the product. The
marketers of this company will target middle to high social class that want a product that is as
useful as its perceived value.

Positioning

The red color that has been chosen for the packaging of Olper’s milk is quite eye-catching and
distinctive than the colors that have been used in Pakistan in the milking sector till now. The
product will be positioned in a way that it conveys the message that it will fulfill all the purposes
of a consumer that the fresh milk does.

it is positioned in a way that it will target people who are goal-oriented and focus on their
careers. This will also exhibit a image that this will help people remain fit and in the same shape
without worrying for the fat contents in the regular milk

Product strategy

Olper’s milk along with the Olwell will include all the features and core values that have been
mentioned so as to receive maximum consumer satisfaction. More will be given than promised
so as to achieve customer delight.

A massive advertisement campaign with Olper’s logo on every bill board, ads and newspapers.
Every marketing campaign will be utilized in order to let people know of the new product. There
will be many below the line activities including free tea using Olper’s milk will be provided to
the potential buyers at major departmental stores for testing purposes, so that people know what
type of product they will be using.

Pricing strategy

The company would be adopting competitive pricing strategy for all the products; Olper’s milk,
Olwell, Olper’s cream. In this type of pricing strategy, the prices of the competitors are studied
and the products’ prices will be determined by this. As the price of Milkpak is around 70 Rs, we
will introduce our milk with a price slightly lower than this and then gradually increasing it.

Distribution Strategy

Olper’s milk will be launched in many major cities, and will number around twenty. Olper’s
milk will be distributed to over 80 cities very effectively in a short period of time after launch,
because it is very difficult to launch a product in more than 25 cities simultaneously. The
distribution strategy includes division of the country into five major regions. These regions will
be Lahore, Karachi, Multan, Islamabad and Peshawar. This requires efficient transport facilities
as well as warehouses and storages in different cities for the effective distribution. Trained
personals will be hired who will be having an experience of at least two years in the distribution
field. The dependence on technology for the distribution is necessary so new technology will be
used to monitor the storages, warehouses etc.

In order to attract distributors with experience a fixed commission rate of 5% will be set, that
will be not be negotiable in order to avoid future fights and hassle.

Sales targets will be set twice every month after discussing the market situations with the
distributors. Incentives, bonuses, increments, and training will be provided to the distributors and
staff for further improvement in the distribution field.

Marketing research
In the marketing research that we conducted after the launch of the product included interviews,
questionnaires and surveys. This will enable us to improve our product and further diversify in
the food field itself.

The questionnaire was distributed to the customers at the local shops and departmental stores.
250 questionnaires and 50 interviews will be studied to evaluate customer satisfaction and what
customers need and expect from our product.

According to the survey, we found out that people between 28 to 50 use milk in tea, at the
breakfast table, and youngsters drink milk when studying or going to school.

PRODUCTS
  Olper’s Milk
 Olper’s Cream
 Olwell Hi-Cal Lo-Fat (HCFL) Milk
 Tarang
 Omore

Competitive review

Competition is very severe in the milking sector. Although there are only a few major
competition in this sector but the competition is increasing very rapidly.

 Nestle

The market leader in this milking market is Nestle, which is producing and selling its product
with the name Milkpak since 1981. They introduced the concept of processed milk and
established the concept of tetra pack milk in Pakistan. This was pretty well perceived by majority
in Pakistan and a synonym was attached to the Milkpak as “quality milk”. The company has got
vast experience and is tracking growth strategies. They have got a secure financial background
so they will be willing to invest both in promoting and advertising if needed. They have targeted
their market to areas restricted to near proximity to urban areas and are targeting people having a
middle or high social class. They have always served the milking sector up to their capacity. The
product is unique due to the addition of irons, vitamins A and C in the milk.

 Anhaar Milk

Anhaar “fresh” milk just turned into the milking market recently. They have entered market with
a different aspect of processed milk. They turn down the idea of UHT standardized milk because
according to their research UHT heated milk looses its original nutrient and minerals. Along with
this the UHT heated milk lessens the advantages and over stresses the immune system

This milk has a shelf life of only 3 to 4 days. They milk cow daily and the fresh milk is provided
to the market soon after the milking process. Pure milk exhibits healthy digestive systems,
healthy skin nails and hair, reduces chances of cancer, prevents diabetes and lowers cholesterol
levels, controls blood pressure and improves immunity. So according to this firm they are
providing all this to the end consumers. This can be a turnover in the milking market from UHT
plant to providing farm fresh milk.

ADVANTAGES
Highly quality milk
2. Ultra heat temperature (UHT) Milk
3. Successful related diversification strategy
4. Thicker milk for tea
5. Best Milk collection system
6. Suitable brand name
7. Good packaging
8. Strong relationship with farmers
9. Best marketing campaign
10. Motivational tagline and slogans
11. Strong back by Engro corporation limited which has a strong reputation in the market
12. Good response from the customers which shows the quality and commitment of olpers
13. Strong research & Development

DISADVANTAGES

1. Depend on tetra pack