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    Olpers

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    Abdul Wadood Marwat
    Engro Foods launched its dairy brand Olper's in 2006, which was an immediate success due to its innovative red packaging and taste. Olper's captured a 27% market share by undercutting competitors' prices slightly while offering superior quality, variety, and distribution networks across Pakistan. The product targets middle and high-income families seeking health and nutrition. While the packaged milk market is growing due to hygiene concerns, loose milk from local vendors remains cheaper, posing a challenge for market penetration. Major competitors in the packaged milk market include Nestle, Haleeb Foods, and Anhaar, each offering different shelf lives, processing methods, and target demographics.

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    Olpers

    Uploaded by

    Abdul Wadood Marwat
    37 views1 page
    Engro Foods launched its dairy brand Olper's in 2006, which was an immediate success due to its innovative red packaging and taste. Olper's captured a 27% market share by undercutting competitors' prices slightly while offering superior quality, variety, and distribution networks across Pakistan. The product targets middle and high-income families seeking health and nutrition. While the packaged milk market is growing due to hygiene concerns, loose milk from local vendors remains cheaper, posing a challenge for market penetration. Major competitors in the packaged milk market include Nestle, Haleeb Foods, and Anhaar, each offering different shelf lives, processing methods, and target demographics.

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    Engro Foods launched its dairy brand Olper's in 2006, which was an immediate success due to its innovative red packaging and taste. Olper's captured a 27% market share by undercutting competitors' prices slightly while offering superior quality, variety, and distribution networks across Pakistan. The product targets middle and high-income families seeking health and nutrition. While the packaged milk market is growing due to hygiene concerns, loose milk from local vendors remains cheaper, posing a challenge for market penetration. Major competitors in the packaged milk market include Nestle, Haleeb Foods, and Anhaar, each offering different shelf lives, processing methods, and target demographics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    37 views1 page

    Olpers

    Uploaded by

    Abdul Wadood Marwat
    Engro Foods launched its dairy brand Olper's in 2006, which was an immediate success due to its innovative red packaging and taste. Olper's captured a 27% market share by undercutting competitors' prices slightly while offering superior quality, variety, and distribution networks across Pakistan. The product targets middle and high-income families seeking health and nutrition. While the packaged milk market is growing due to hygiene concerns, loose milk from local vendors remains cheaper, posing a challenge for market penetration. Major competitors in the packaged milk market include Nestle, Haleeb Foods, and Anhaar, each offering different shelf lives, processing methods, and target demographics.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Engro Foods Limited (EFL) led its foundation in 2005 and within such short span of time it has

    showed stupendous and extraordinary growth as compared to other dairy manufacturing companies.
    EFL launched its first product in 2006 with brand name OLPERS. It was a huge success
    due to its distinctive design (red colour) and innovation is the way they wipe out some
    the leading marketing giants such as Haleeb off the charts and even giving hard time to
    Nestle and Uniliver. Olper’s stands as a favorite for mothers seeking pure and delicious
    nourishment for the health and wellbeing of their families.
    Using their corporate knowledge, they studied prices of the competitors and introduced
    their milk packs with a price slightly lower than their competitors and differentiated itself from its
    competitors in the form of taste, quality and availability of products. Additional advantage has been
    achieved through their good brand name, latest technology and high production capacity, distribution
    networks (600 distributers across Pakistan) and awareness of dissatisfaction with loose milk as an
    opportunity. It is giving a tough competition to Nestle since the very beginning and has grabbed a
    market share of 27%.
    Target Market:
    This product is produced for many audience and users from higher or middle-income families who
    loves to stay healthy, active and fit. Olper's dairy focuses on a person being bodily and emotionally
    fit, so people will look after this as a brand and will be expecting benefits that your marketers have
    identified. It is an ‘All-purpose’ milk for an entire family.
    Shortcomings/problems:
    The statistics show that Pakistan is the third largest milk producing country in the world, with urban
    consumption of about 7 billion liters annually. There is an overall growth in the PLM sector due to
    awareness in health and hygiene, this coupled with an increasing dissatisfaction with the loose milk
    from the local “doodhwala”. In Punjab loose milk costs between Rs. 46 and Rs. 50 while tetra packed
    milk costs around Rs.75, same is the case is in Sindh where the price difference between the fresh
    milk and packed milk is around 20. These are a few problems which have to be solved in order to
    penetrate the market to the full extent.
     Nestle
    The market leader, introduced the concept of processed milk and established the
    concept of tetra pack milk in Pakistan with the name Milkpak since 1981. This
    name was well perceived by majority and a synonym was attached to the Milkpak as “quality milk”.
    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.
     Haleeb Milk
    Haleeb foods was established in 1986, just after the initiation of Milkpak from
    Nestle. They were quite a competition for nestle when they launched haleeb milk
    in 1986, however they were unable to make that sort of a image that the Milkpak achieved in early
    80s. Haleeb milk is said to be homogenized that means that all the nutrients and minerals are spread
    equally in a single carton. They have pure UHT standardized milk, with 6 layered packing with a shelf
    life of 3 months or so.
     Anhaar Milk
    Anhaar “fresh” milk just turned into the milking market recently. They have entered
    market with a different aspect of processed milk with the shelf life of 3 to 4 days. They
    turn down the idea of UHT standardized milk because according to their research UHT
    heated milk loses its original nutrient and minerals. Along with this the UHT heated milk
    lessens the advantages and over stresses the immune system.

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