BRAND MANAGEMENT

TERM REPORT
(OLPERS MILK)

HADIQA RIAZ (M.COM)

ZIANA MOMAL (M.COM)

SUBMITTED TO: SIR HASSAAN AHMED

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TABLE OF CONTENTS

1. ENGRO FOOD INTRODUCTION 3

OLPERS MILK 4

2. OLPERS BRAND AUDIT 6

BRAND INVENTORY 7

BRAND POSITIONING 13

MARKETING MIX 16

BRAND ELEMENTS 25

BRAND EXPLORATORY 28

CBBE MODEL 30

MENTAL MAP 31

RECOMMENDATION 32

3. HOLISTIC MARKETIGN APPROACH 35

INTEGRATED MARKETING 36

PERFORMANCE MARKETING 37

INTERNAL MARKETING 38

RELATIONSHIP MARKETING 40

4. CO BRANDING 41

CELEBRITY ENDORSEMENT 42

CHENNELS OF DISTRIBUTION 43

5. BRAND EVALUATION

6. DAVID AAKER BRAND EQUITY

7. BRAND ARCHITECTURE

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 ENGRO FOODS INTRODUCTION
Engro Foods is among the biggest and fastest growing companies in Pakistan with a vision to
cater to local needs with products conforming to global standards.

Highly passionate about providing millions of people across the length and breadth of Pakistan
and beyond with the ultimate brand experience, our product portfolio comprises some of the
country's biggest and best selling brands including Olper's, Olper's Lite, Omore, Dairy Omung,
Olper's Lassi and Tarang.

But whether it is our thick, creamy all-purpose milk, scrumptious ice-cream high on nutrition
content or refreshing range of beverages, our approach remains largely the same as we strive to
keep product innovation at the forefront of our guiding philosophy and consumer satisfaction at
the heart of our operational strategy.

And that is precisely what enables us to progress as Pakistan's premier foods company
delivering top quality products infused with a local flavour and a global vision.

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 OLPERS MILK
Our flagship premium dairy brand, Olper's Milk, is 100% Preservative Free UHT milk. It is the
milk of choice for every occasion as its full cream richness, fresh and wholesome taste makes
every sip a delightful experience for our consumers.

Known for its supreme quality, Olper's Milk is also the market leader in packaging innovation
where new formats are introduced to make consumer lives hassle-free in today's time-sensitive
world. First ever in Pakistan to introduce the heli-cap for easy pouring and storing, along with
the microwave friendly Mini jug pack with an air handle and scissor free tear option, this brand
continues to offer its consumers consistent value adding benefits to ensure an enriched brand
experience.

All-purpose and nutritious, Olper's Milk is available in 3 SKUs 250ml Mini jug in Ecolean
Packaging, 1000ml Edge with cap and 1500ml Family Brick in Tetra packaging.

OLPERS extends the brands by oplers lite, Olper’s cream, and Olper’s tarka.

OLPERS LITE
(LINE EXTENTION)

(Embrace the lighter side of milk)

The ideal low-fat, hi-calcium milk for adults who want to stay healthy, active and fit for life,
Olper's Lite contains all the inherent nutrients of milk that can boost energy, without the extra
calories that cause weight gain.

Rich in iron and calcium content, Olper's Lite has been specially formulated to provide
nutritional benefits to the growing number of health conscious consumers in Pakistan, who seek

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products that can keep their calories in check whilst ensuring their health, nutrition and well-
being.

Available in liquid format, today Olper's Lite is the preferred low-fat milk in the market with all
the necessary ingredients to help adults achieve optimum health and keep it light by staying
calorie and guilt free!

OLPERS CREAM
(BRAND EXTENTION)

The cream of all creams, Olper's Cream is a rich, creamy delight that has initiated a new trend
not just amongst baking enthusiasts and dessert makers, but also within conventional households,
where it is generously splurged over everyday food items as the primary ingredient to enhance
the culinary experience by transforming in into a scrumptious creamy sensation. Olper's cream
continues to make meal-times, as well as breakfast and afternoon rituals a rich, creamy
celebration day after day.

OLPERS TARRKA
Launched in 2007, Olper's Tarrka is our premium desi ghee distinct for its pure flavor and
aroma. A leading asli desi ghee brand that is extracted from milk, a dash of Tarrka in your
favorite cuisine is all it takes to bring out the flavor of your food and leave you craving more.

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 OLPERS BRAND
AUDIT
(BRAND INVENTORY)
The purpose of the brand inventory is to provide a current, comprehensive profile of how all
the products and services sold by a company are marketed and branded

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 BRAND POSITIONING
Positioning involves crating a distinct and desirable place in the minds of customers relating to
competing brands. Olpers always tries to create customer intimacy that it is focuses on satisfying
customer needs and wants.

Processed milk is seen as less lacking all the nutritious that are a part of the milk due to passing
through so many stages. But Olper’s positioned itself as milk that has not lost its notorious.
Olper’s also come up catchy taglines that define brand promises as “Subah bakher zindagi” and
“Ghizayat Bhara har ghount” .both taglines have a very positive impact on Olper’s image
because of the emotions involved in both lines.

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. Olper’s concentrates on emotional aspect in
their ads to focus on the core need of customers that can be satisfied. It is complete milk for
people of all ages. It is ‘All-purpose’ milk for an entire family.

Olper’s ads also target believers, traditional on people with concrete beliefs. The ads for Olpers
show the beliefs of healthy life with processed milk and plays on the emotional aspect more.

They have used the attributes positioning for Olper’s milk. The main theme of product is that it’s
meant for all purpose milk without any user imagery. Olper’s ads also show attributes of milk
such as good for wholesome health.

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MARKET POSITIONING

 Complete milk
 All purpose milk
 Full cream richness
 Good for wholesome health
 Exceptional quality
 Easy to digest
 100% preservative free milk
 Attractive packaging
 Affordability
 Promotion

It cannot be explained until we define the following factors.

 Target market
 Nature of completion
 Perceptual mapping
 Competitive frame of reference

TARGET MARKET
The market is the set of potential buyers to whom the company want sell their products. Engro
foods introduced olpers milk in the market when they feel there is a lot of market attractiveness
in packaged milk market in Pakistan.

Olpers targets to middle class and upper middle class. The people who are health conscious and
don’t trust on open market milk.

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Primary focus

Upper middle class and middle class income group want healthy nutritious all purpose milk for
wholesome health.

Secondary focus

Target audiences are mothers and house wives.

Career oriented, health conscious, upper and middle income group

O olpers milk is not only target on a specific city, but its major focus is on urban areas, as rural
people are not willing to use tetra pack milk.

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NATURE OF COMPETITION
Olpers milk faces severe competition in packaged milk market. There is a cut throat competition
between nestle milk pack and olpers. Its main competitors nestle milk pack having the largest
market share. Haleeb and good milk also have a good customer base. Olpers possess highest
market share followed by milk pack in Pakistan. These competitors specially milk pack give a
tough time to olpers. Thus olpers should differentiate its brand to retain its customer base and
strive for acquisition of more customers.

OLPERS LEVEL OF COMETITION

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PERCEPTUAL MAPING OF OLPERS

FULL CREAM RICHNESS

HIGH

LOW HIGH

GOOD FOR HEALTH

LOW

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OPLERS COMPETATIVE STRATEGY

WHY ME? (POD) FOR WHOM

FULL CREAM RICHNESS MILK FOR EVERY ONE

1OO% PRESERVATIVE FREE

OLPERS

WHAT AM I? WHO AM I?

ALL PURPOSE MILK OLPERS

GOOD FOR HEALTH

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POINTS OF PARITY

 Hygienic
 Beneficial for health
 Can be stored little more than fresh milk
 All purpose milk
 Tetra pack milk

PONITS OF DIFFERENCES

 Full cream richness

 100% preservative free milk
 Innovative packaging
 Exceptional quality

RECOMMENDATIONS

Oplers should endeavor to capture the other dimensions of perceptual map by positioning it as a
product which is

 Can be store more than any tetra pack

 Easily available
 Affordable in price
 Best for all purposes specially for tea( to counter all tea whiteners)
 Innovative packaging
 Milk of choice for every occasions
 Family milk
 The milk that cares you

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 MARKETING MIX
PRODUCT
Olper's Milk is 100% Preservative Free UHT milk. It is the milk of choice for every occasion as
its full cream richness, fresh and wholesome taste makes every sip a delightful experience for our
consumers. Known for its supreme quality, Olper's Milk is also the market leader in packaging
innovation where new formats are introduced to make consumer lives hassle-free in today's time-
sensitive world.

Brand name: OLPER’S

Quality: Excellent

Styling: just appropriate and suiting your style

Features: tasty

Packing: cardboard cartons ensuring security and non damage.

SKU: Olper's Milk is available in 3 SKUs 250ml Mini jug in Ecolean, 1000ml Edge with cap and
1500ml Family Brick in Tetra packaging.

Brand extension: olpers Tarrka and olpers cream

Line extension: olpers lite

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OLPERS PRODUCT LIFE CYCLE
Olpers was first launched in 2006; at that time packaged milk market were dominated by milk
pack. From 2007 to 2014 olpers performed very well in Pakistani market and hence get a
dominant position in packaged milk category. In this period it also captured a lot of share of its
rival milk pack and Haleeb. After this immense growth olpers as a brand reached to its maturity
stage.

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PRICE
Engro Foods has decided to follow the strategy of competitive pricing for its products. In order to do so it
has kept a careful watch on the market economy as well as the pricing policies of all its competitors.
Olpers current prices of its different sku are as under.

Discount price Olper’s are often marked down during sale periods and special occasions. Like
Ramadan this will: generate sales increase profits

Product Pack size Per pack price Cartoon price

Olpers milk 1.5 liter(1500ml) 180 (08*1500ml)=

Rs1235

Olpers milk 1 liter(1000ml) 120 (12*1000ml)=Rs1295

Olpers milk 0.5 liter(500ml) 50 (12*500ml)=Rs564

Olpers milk 0.75 liter(250ml) 30 (24*250ml)= Rs670

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PLACE

OLPERS has expanded nearly to 300 distributors in Pakistan and it’s readily available in almost
every retail store across the country.

 The distribution is outsourced.

 Olpers have 300 distributors all over Pakistan

According to the distribution, Pakistan is divided into three geographical zones and then in

Further Regional Sales Offices

North Zone Central zone South Zone

 Rawalpindi. Lahore Karachi

 Peshawar Gujranwala Hub
Multan

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INTEGRATED MARKETING COMMUNICATION OF OLPERS

ABOVE THE LINE

ADVERTISEMENT
Olper’s launch was, perhaps one of the most aggressive as far as processed liquid milk (PLM) is
concerned, with TVCs, print ads, radio commercials, billboards and plenty of BTL (below the
line) activities including direct consumer and shop branding activities. Due to this aggressive
marketing campaign, the competition seems to be getting tougher.

PRINT ADVERTISEMENT

The target market is health conscious mother. How mother improve their diet. Mothers
understand the importance of milk for their children which is why they are pledging with Olper's
on this World Milk Day to fight malnutrition in Pakistan.

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TVC

Advertisement has played a major role in the achievements of olpers. Engro invest a huge
amount on advertisement to sustain its leadership position in the market, and to survive in cut
throat competition with its biggest rival Milk pack. Advertisement helps to influence people
buying behavior and stimulate purchase desire in maximum means.
Olpers latest TVC featured that Olper’s new nutria-heat milk provides all the benefits with zero
added preservatives. It is to be noticed that throughout this advert Olper’s colors, red and white,
are featured everywhere including the children’s clothes. This small fact makes all the difference
and really draws attention to the brand.

Olper’s concentrates on emotional aspect in their ads to focus on the core need of customers that
can be satisfied.

Strong perception has been built for customers of Olper’s via beautiful and emotional ads.
Beautiful family-oriented ad campaigns and social welfare activities help Olper’s gain loyalty of
their customers.

Olper’s has added the attribute in the form of ‘concept of unity and sharing’ and the ‘philosophy
of spreading peace’ in its ad campaigns. It creates a sense full of culture, religion and society
values in Pakistan.

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RADIO ADVERTISEMNT
Radio is an audio medium. It also known as radio commercial.ads can broadcast nationwide,
province wide or city wide. To advertise by radio requires purchase of time, while by the
newspaper or magazine it requires purchase of space. OLPERS also employ radio advertisement
to all main radio channels with frequent intervals of time. As on

Radio one Fm 91, 96 Fm, Fm 100 Pakistan, Fm 101, Hot Fm 105, Mast Fm 103, Fm 106.2, Apna
Karachi 107 and, Sama fm 107.4

BILLBOARD ADVERTISEMENT

Olpers also uses billboard advertisement to promote its products. Olpers designs its billboard
advertisement in such manner that grasps the attention of everyone. Billboards advertisement
helps Olpers to increase its sales volume. Olpers billboards’ placed on almost every high traffic
areas main roads and streets in Karachi in order to grab the attention of maximum people.

Note: The Supreme Court (SC) maintained that there was no law that permits installing
outdoor advertising billboards and signboards on ‘public property’ and ordered the Karachi
Metropolitan Corporation (KMC), the Defense Housing Authority (DHA) and all the
cantonment boards to remove these billboards/hoardings across the city.

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OLPERS DIGITAL MARKETING

In a modern competitive environment of business, digital advertisement or internet marketing

play a major role in promoting products. Companies employ digital advertisement to reach
millions of people in the shortest possible time. Digital advertisement sends information across
any part of the world in seconds at a very minimal cost. Keeping in view customer increasing
enthusiasm for social media, Olpers mostly use social media sites to advertise its products.
Design ads, customer preferences surveys and gather customer feedback from different social
media sites such as facebook, twitter, YouTube.

Olpers is one of those brands who have a strong hold on social media .Olpers facebook pages are
creatively designed. Olpers all facebook pages has around 1 million active followers.
Olpersfacebook pages are extremely brand focused. They update their pages even on daily basis.
Their updates get strong customer interaction. Almost their every post gets thousands of “likes”
and “share”.

Olpers also promote its brands through its twitter accounts. Their every feed has more than 9k
followers. Their twitter team tweets many times in day to create brand association. Olpers design
ads, customer preferences surveys and gather customer feedback from different social media
sites such as facebook, twitter, YouTube. PepsiCo also use instagram as well to get people aware
of PepsiCo latest activities.

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PUBLIC REALTIONS
Public relations are the process of communication through which an organization develops a
profitable and healthy relationship with its customer. Public relation is an important part of any
marketing plan. Olpers milk uses public relation by sponsorship and different ways.

 Olpers has also funded Women’s exhibition in Karachi a few weeks ago
 The company has interventions in number of areas like education, health, environment,
sports, and infrastructural improvements Education Programs Ghotki district ranks
among the lowest on social indicators.
 Karachi, April 25 Engro Foods’ flagship brand Olper’s unveiled new and innovative
packaging formats using holographic technology to create a 3D simulation at a local
shopping mall.
 Olper’s activation program in Dawood public School a live theatre session on 18th May,
2016 for students of pre-primary and primary section Olpers Milk conducted a live
theatre session on 18th May, 2016 for students of pre-primary and primary section.
 25 0ctober 2016 Olper’s Milk in its great initiative has geared its forces with Beacon
house school system to promote the value of nutrition in children
 Ramadan Campaign Olpers always had a unique campaign; and it has been 3 years since
Olpers celebrates the spirit of Ramadan.
 Carrying on its tradition of signature Ramadan campaigns, Olper’s emphasized another
meaningful message this year focusing on the values of ‘giving’ and ‘sharing’ during the
Ramadan season.
 Paid article in newspaper.
 Annul repots.

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SALES PROMOTION
 Olpers Ecolean 250ml Pack (Hyperstar) Activation

 Olpers Naimatein Pack Collection Activation

 Olpers Hyperstar Event

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 Olpers Y Footer Activation

 Olpers milk also given promotion with onaj rice means purchase 1.5liter and get free onaj rice

 Olper's Milk presents 3 Bahadur The Fall of Bala Gawala School Activity

 3 Bahadur special limited edition pack.

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  Get a special 3 BAHADUR mug four 1 liter packs and 1.5 liter pack.

 Ramzan offers
 Float activities

DIRECT MARKETING

 Engro foods taaluq

 Online services and customer relation
 Telemarketing ( call centers)
 Websites

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 BRAND ELEMENTS
Brand Name

Before OLPERS, Milk Pak and Haleeb brand had local names. But OLPER’s intended its name
to look International, modern and distinguishable relating to its competitors. And it fulfills
almost all criteria of choosing brand element.

Logo and Symbol

Old Logo New Logo

Olpers has a distinct, meaningful, and likeable brand logo that can be easily recognized and
transferred. The old logo is quite bigger than the new one. The new redesigned brand logo is
more attractive aesthetically appealing.

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Slogans
 Mera intekhab sirf olpers.

 Jo dil khol ke jeete hen unhi k liye he olpers

 Subah bakher zindagi

 Ghizaiyat Bhara har ghount

URLS

OLPER’s is Engro Foods’ brand as it is a subsidiary of Engro foods. www.engrofoods.com

Packaging

Olper's Milk is also the market leader in packaging innovation where new formats are
introduced to make consumer lives hassle-free in today's time-sensitive world. First ever in
Pakistan to introduce the heli-cap for easy pouring and storing, along with the microwave
friendly Mini jug pack with an air handle and scissor free tear option, this brand continues to
offer its consumers consistent value adding benefits to ensure an enriched brand experience.

Olper’s Mini Jug is a specialized and convenient jug-shaped pouch that offers ease of pouring
and handling the pack. It is an eco-friendly and biodegradable packaging with microwaveable
capabilities. Tetra Edge, on the other hand, is a premium-packaging format with benefits of a
tilted head and a heli cap, which controls milk spillage, increases the usability of the pack and
keeps the milk smell-free.

Olpers uses vibrant colors in packaging and its innovative packaging fulfills all criteria’s for
choosing brand element. Olpers packaging contribute a lot in brand awareness and brand
association and helps to build an endearing relationship with customers.

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Keeping their Ramadan re-packaging trend on, the local food giant also launched a Ramadan
centric packaging for Olper’s Milk. The brand is also actively promoting their CSR initiative
Olper’s Meherban.

CRITERIA OF CHOOSING BRAND ELEMENTS

 MEMORABALITY; oplers brand name, slogans, packaging, logo all brand fulfills the
criteria of memorable and enhance brand awareness.
 MEANINGFUL: It claims to ‘gain the dairy edge’ and it is making it meaningful
 LIKABLE: olpers packaging, logo are aesthetically pleasing and visually appealing.
 TRANSFERABLE: Line and brand extension into other products of the dairy origin. As
olpers lite, olpers cream, olpers cream with the same brand name and logo.
 ADAPTABLE: Olpers slogans, logo, and packaging has typically redesigned according
to contemporary needs of customer.
 PROTACTIBLE: licensing of logos, brand name and rights

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 BRAND EXPLORATERY
The brand exploratory is a research activity designed to identify the potential sources for brand

equity. The brand exploratory provides detailed information as to what consumers think and feel

about the brand.

CUSTOMER BASED BRAND EQUITY PYRAMID

Brand Salience

 All purpose milk

 UHT milk category, tetra pack milk
 Beneficial for good health
 It is the milk of choice of every occasion.
 Premium dairy brand

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Brand imagery

 Wholesome health
 Nutritious
 Harmony
 Family oriented

Brand Performance

 Innovative packaging
 Enhancing quality
 Widely available
 Trustworthy
 Reliable

Brand Feelings

 Feelings of love, care, festivity

 Delightful experiences
 Happiness
 Sharing

Brand Judgment

 Full cream richness

 Supreme quality
 ‘wholesome taste
 Complete milk

Brand Resonance

 Loyalty, involvement, strong engagement, emotional relationship.

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 MENTAL MAP
Olpers mental map describes the visual depiction of the various associations linked to the brand
in the minds of the consumers

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SOURCES OF BRAND EQUITY OF OLPRES
 Olpers has strong deep broad brand awareness in the market which is its major source of

brand equity.

 High perceived quality.

 Brand preferences over competitor’s brands as Milk pack, Haleeb, Noorpur, Day fresh.

 Positive perception in consumers’ minds, as olpers fulfills its promise regarding the feel

of its product, packaging and its quality.

 The brand and its customers are emotionally attached, and customer will go any length to

purchase it.

 Customer have used and experience the olpers enough to build expectation.

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 RECOMMENDATIONS
After completing brand audit, based on our study findings and analyzing the current competition
in packaged milk industry, we recommended the following strategies for olpers.

REDIFINING AND EXPANTION OF TARGET MARKET

Packaged milk industry is facing severe competition, the growing number of milk brand as
“Anhar milk”, “Qudrat” shows people inclination towards packaged milk. There is a lot of
attractiveness in packaged milk industry, as olpers already has a dominant position in the market
therefore it’s not difficult for olpers to expand its target market. Olpers can target corporate
sector, specially working women and young females to capture the market share of Nestle
nesvita. Olpers can also target urban areas as well by informing people about the nutritious
benefits of olpers. Attracting a huge market through extensive advertisements and social media
campaigns would enable olpers to acquire larger customer base.

REPOSITIONED THE BRAND

The brand has been positioned as an all purpose milk that is meant for everyone, especially for
those who live life to the fullest. Olper’s has added the attribute in the form of ‘concept of unity
and sharing’ and the ‘philosophy of spreading peace’ in its ad campaign .It creates a sense full of
culture, religion and society values in Pakistan. The growing number of new milk brands has
amplified the intense competition in the industry. Hence olpers should reposition its brand by
associating it with some specific events and occasions. As Wedding (Olper’s for wedding
desserts).Sports (“if you need to be sporty, you need to be healthy) creating the importance of
Olper’s to stay healthy. Or introduce new olpers for school going kids with high calcium,
vitamins and minerals.

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INCREASE THE AWARENESS
Olpers should increase the awareness of health risks associated with using open milk. Olpers
should make a documentary and other awareness program in schools, universities to let people
aware of disastrous health consequences of using open milk (khula doodh).

INCREASE CHENNELS OF DISTRIBUTIONS

Increase channels of distributions to wide geographic locations especially in Punjab because its
major market share is cater by Nestle milk pack and a lot of sales potential can be seen there.

INCREASE CUSTOMER LOYALTY

Olpers can increase brand loyalty of customers by offering different packages, sales promotions
and other seasonal discount.

INCREASE THE FREQUENCY OF ADVERTISEMENT

Increasing the frequency of advertisements and digital marketing is very imperative to maintain a
competitive advantage. Olpers has different ad campaigns for different occasions like ramzan
TVCs where it’s able to gain the attention of many new consumers by means of its creativity.

DIVERSIFY PRODUCT PORTFOLIO

Olpers can diversify its portfolio by introducing new brands such as olpers yogurt, olpers raita,
olpers flavored milk olpers desserts and other type of brand and line extensions. Olpers should
also introduce powder milk for convenient use in offices.

CELEBRITY ENDORSEMENT

Olpers should employ famous celebrities in their advertisements like sports personalities, and
different renowned showbiz celebrities to create strong positioning in the minds of customers.
Celebrities always have a lasting impact on consumers mind and helps to in brands awareness
and association.

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 HOLISTIC MARKETING
OF OLPERS

(“A holistic marketing concept is based on the development, design, and implementation
of marketing programs, processes, and activities that recognize their breadth and
interdependencies.)

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 HOLISTIC MARKETING APPROACH
Olpers is an example of Holistic marketing where the products are developed keeping the
customer in mind, the products are branded in the proper manner, the customer service is polite
and the service is fast. Olpers introduce its every product according to the modern needs of
customer. The olpers elicit a positive response from the consumer by conveying trustworthiness,
likeability and confidence. Thus olpers is an excellent example of Holistic marketing.

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INTERNAL MARKETING
Internal Marketing is the task of hiring, training and motivating to able employees who want to
serve customers well or Marketing between all the departments in an organization.

Engro foods currently have nine departments in its organization. Efficient management of all
affairs of Engro Foods (Pvt.) Limited is the job of the Administration department. The Human
Resource department at Engro Foods (Pvt.) Limited spearheads the recruitment process to ensure
that the finest human resource is taken on board at Engro Foods who want to serve customers
well .all departments at Engro foods are interconnected. By doing the right things together as an
organization, olpers brand stands a far better chance in being successful than compared to these
elements working individually without any holistic vision.

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RELATIONSHIP MARKETING
Relationship marketing includes of building mutual satisfaction with customers long term
relationships with key parties as well as go through profit of the business. Key parties’ are-

• Customers-People those who are the target market for a firm.

• Channel - Suppliers, distributors

• Partner- Dealers, agencies

“Consumer is the reason for our existence as a business.”

Relationship Marketing at Engro Food, According to Engro foods view, RM consists of:

 Helping olpers to enable its marketing departments to identify and target their best
customers, manage marketing campaigns and generate quality leads for the sales team.
 Assisting olpers to improve account and sales management by optimizing information
shared by multiple employees, and streamlining existing processes.
 Allowing the formation of individualized relationships with customers, with the aim of
improving customer satisfaction and maximizing profits; identifying the most profitable
customers and providing them the highest level of service.
 Providing olpers employees with the information and processes necessary to know their
customers understand and identify customer needs and effectively build relationships
between the company, its customer base, and distribution partners.
 Build strong relationship with suppliers (farmers) and distributers (in different cities of
Pakistan) to improve the performance of the entire system.
 Olpers is effective not only to the extent that it successfully partners with its suppliers,
distributers, agencies and dealers to jointly create olpers (Ghizayat Bhara har ghount) for
its customers.
 Company internal environment, interdepartmental coordination and synergy and
employee involvement in organizational goals.
 To build strong relationship with its distributors, oplers offer several incentives such as
training, bonuses, share in the sales force salaries, and share in the maintenance cost of
transportation fleet.

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PERFORMANCE MARKETING
Performance marketing requires understanding the financial and non financial returns to business
and society from marketing activities and program.

 Engro Foods more than doubled its net profit, which amounted to over Rs3 billion, in

financial year ending December 31, 2016.

 The company’s gross margins improved by 4.4 percentage points to 23.1% on the back

of lower domestic and international milk prices.

 Foods keeping true to its provision of healthy, nutritious products bear various

international certifications including ISO 9001-2008, ISO 14001-2004, 18001-2007, ISO

22000-2005, PS 3733-2010, and BRC issue 07,” says the Olpers website.

 Supreme Court of Pakistan made history by ordering the chemical analysis of all

domestic and international brands of packaged milk with three different but credible

laboratories. Engro foods have a well-recognized international traceability system (based

on Global Food Safety Initiative standards – BRC). “For every product and batch, they

have the ability to trace the area that milk came from in addition to what characteristics

that milk carried.

 Olper’s bears the PSQCA (Pakistan Standard and Quality Control Authority) standards

mark. PSQCA team verifies the process, product, and the lab staff qualifications on an

annual basis. Upon successful completion of this process PSQCA grants or renews the

license. Olper’s firmly assures its consumers that we have been and will continue to

provide you nutritious milk, free of any harmful substances.

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 Olper’s Latest TVC – With a promise to provide full of nutrition milk, Olper’s is

dedicated to all the mothers who don’t settle for anything less than complete for their

children

 Olper’s concentrates on emotional aspect in their ads to focus on the core need of

customers that can be satisfied.

 Olper’s has added the attribute in the form of ‘concept of unity and sharing’ and the

‘philosophy of spreading peace’ in its ad campaigns. It creates a sense full of culture,

religion and society values in Pakistan.

 General availability of health facilities is less for growing population of Ghotki district.

With this view ENGRO has developed a number of health infrastructural programs.

 Ghotki district ranks among the lowest on social indicators. Particularly, the scenario

of education is less than desired. ENGRO has taken an integrated approach and have

number of interventions at different levels. Pillars of its intervention in educational sector

are quality, community and gender participation.

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INTEGRATED MARKETING
Marketing programs are the combination of decisions on value enhancing marketing activities to
use. The marketer task is to device marketing activities and assembles fully integrated marketing
programs to create, communicate and deliver value for customers.

 Olpers giving its customer what they want and fulfills its promise regarding the feel of its
products, packaging and its quality.
 Olpers has continued to add more value to the brand by adding more vitamins, minerals,
calcium and full cream richness at acceptable price.
 Strong perception of has been build for olpers customer via beautiful emotional and
seasonal advertisements.
 Olpers creates a sense full of culture, religion, and society values through its all
communication messages.
 Beautiful family-oriented ad campaigns and social welfare activities such as signature
Ramadan campaigns help Olper’s gain loyalty of their customers.
 Olpers always design and implement its marketing activities with all other activities in
mind as introducing new olpers lite with extensive promotional activities and make its
easy availability to every location.
 Olpers all promotional activities are efficiently integrated with each other and help to
present a positive and unified image.
 The marketers set a position of Olper's milk according to uniqueness of the product. As
olpers marketing are customer driven and implementing them through integrated
marketing activities. These way new customers will be attracted, and will help the
company to make profits and build profitable customer relationships.

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LEVRAGING SECONDARY BRAND
ASSOCIATION TO BUILD
BRAND EQUITY

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CO BRANDING
 In this ramzan 2016 olpers collaborates with sprite and come up with “sprite doodh soda
ka hit” campaign. Sprite the lemon and lime market leader is collaborating with UHT
milk market leader Olper’s to launch Sprite Doodh Soda. The conception of this exciting
new campaign is relevant to Pakistan’s food and beverage consumption patterns in the
month of Ramadan. This time around it is also the hottest month of the year and people
intend to consume chilled beverages that are locally relevant to replenish from a nearly
16-hour fast.
 In Ramzan 2015 Engro Foods Limited launched Olper’s Rooh Afza in collaboration with
Hamdard Laboratories (producers of Rooh Afza). The new product combines Olper’s
milk and Rooh Afza to form unique flavoured milk which has long been consumed as an
Iftari staple in Pakistan but has never been offered as a co-branded, packaged drink.
Olper’s Rooh Afza comes in a similar packaging as its parent brand (but with a different
design) and available only during Ramzan.
 Olper’s recently collaborated with Oreo to launch a co-branding initiative in the form of a
special product box called the ‘twist, lick and dunk kit’ available in selected outlets
nationwide. The box contains 24 tikki Oreo packs, a small tumbler, and a 250ml packet
of Olper’s milk.

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CELEBRITY ENDORSEMENT
Celebrity endorsement is an effective tool for creating a strong impression on the audience’s
mind. Olpers uses favorite celebrities in its advertisement to attract customer attention and build
brand association. Celebrities that endorsed olpers in advertisement .Actresses Sarwat Gilani,
Faryal Gauhar, Ayesha Khan, singer Tina Sani and journalist Sana Bucha, sanam saeed were
seen promoting olpers in advertisements.

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CHANNELS OF DISTRIBUTION
OLPERS has expanded nearly to 300 distributors in Pakistan and it’s readily available in almost
every retail store across the country. The easy availability of olpers helps to build loyal base of
customers. Currently Olpers is available in 80 cities across Pakistan. It reflects the company
intention to become a big player in the industry, both on a national and international level.

ENGRO DISTRIBUTOR RETAILER CONSUMER

DISTRIBU WHOLES
ENGRO RETALIER CONSUMER
TOR ALLER

RECOMMENDATIONS
 Collaboration helps to gain a more attention from customers, olpers should collaborate
with other FMCG brands like Shan foods, and tea brands and recommend it best milk for
tea.
 Co branding with successful brands on special occasions like EID, independence days
and on other events will add more value to the brand.
 Seasonal advertisements with famous celebrities have many advantages in building brand
equity. Celebrities don’t just bring value to the viewers but also the attributes of the
celebrity automatically transform to the brand. Endorsing famous celebrities like fawad
khan, Mahira khan, and Shahid afridi will catch the attention of most of the customer.
 Increase channels of distributions to wide geographic locations especially in Punjab
because its major market share is cater by Nestle milk pack and a lot of sales potential
can be seen there.

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