olper’s lite milk
TRANSCRIPT
Muhammad Imran
Bushra Rana
Wasim Akram
Hira Qarar
Maooz Rafay
Mishal Rubab
Muhammad Muzammil
Azhar Abbas
Umair Raza
Presented by
Muhammad Imran
Introduction of Engro
Foods
The Employees of Engro, in partnership with leadinginternational and local financial institutions bought outExxon’s equity and the company was renamed as EngroChemical Pakistan Limited.
Engro Foods started its business operations in 2005-06.
Top quality brands like Olper’s, Olper’s Lite, Tarang,Omore, Olfrute, Dairy Omung, Al Safa, Tarraka andOmung Lassi have been successfully launched
Introduction of Engro Foods
VISION
MISSION
Product portfolio
12 Brands
1,243 Employees
45% Market Share of Dairy Products
Market Share in 310 Cities in Pakistan18 states in USA4 Provinces in Canada
18th Largest Customer of Tetra Pak World Wide
2nd Largest Company of Chilled Milk Collection of Pakistan
900 Milk Collection Centers
35,000 farmers directly linked with EFL
2 Milk Processing Plants
One Production Farm having 2,615 cattles (16% Milk Produce of Total Production)
Milk Production Capacity is 700 Thousand Liters per Day.
Profit Growth 406% in 2011
Revenue Growth 42.6% 2011
30 Billions Revenue for 2011
EPS Rs.1.22 for 2011
Total Assets Rs.16,639 Millions
CONTENTS
Packaging
PLACE
Plants at Suckar and sahiwal.Own sales and distribution networkPresently olper is available in more then 100 cities.Special arrangements for occasion like Ramadhan and Eid.Delivery in the big cities through vehicles on daily bases.
Olpers segments the market keeping
Some basic things in mind like to
Be white carefully procesed and
Good for health and bones.
PRESENTED BY
HIRA QARAR
All four are essential to the success of a marketing
plan for either a product or a service.
A mix of the four is necessary to sell a product
The 4 P’s Of
Marketing Mix
Quality:
low-fat, hi-calcium, Rich in iron and calcium content, without
the extra calories that cause weight gain.
Features:
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!
Design:
Product
Product line
Price
Place
Simply refers to how & where you are going
to sell the product to the consumer
Olper’s Lite Milk
Promotions
Positioning & targeting
• PRESENTED BY
• Launched in 2011 in response to the rising inflation in Pakistan, Dairy Omung is our economical and wholesome UHT dairy liquid brand. Dairy Omung is sourced from pure milk and provides hygienic and nutritious dairy liquid, which helps in the development of growing children. With Dairy Omung, consumers can now enjoy the safety of UHT milk at a price that is within their budget.
• Dairy Omung milk substitute that specifically catered to the middle-to-low income group.
• Omung encourages public (particularly housewives) to purchase tetra pack milk instead of fresh milk by offering it at a low price.
• As compare to other milks like Olper & Dairy Milk the market position is low.
• Dairy Omung contains Milk Solids,
Dairy Fats, minerals and Stabilizers
while Engro foods other brand Olpers
Milk dont have an ingredient list.
• Dairy Omung product packaging is base
on “TETRA PACKING”
• Liter pack of Dairy Omung= Rs 65
• Liter of Fresh Milk =Rs 70-75
• Liter pack of Milk by other Brands =Rs 85 (including Engro Foods brand Olpers )
• Engro Foods’ management maintains that
Omung was never marketed as milk in
the first place. While the company could
not reveal the exact recipe and
composition of their products, they
maintained that Dairy Omung has been
specified as a ‘dairy drink’ and that it met
all nutritional claims made on the label.
• The tagline of Dairy Omung says “saf aursehat baksh, fikar k bagher”( pure and healthy, without being worried), “sehatbhi bachat bhi” ( health and saving together) etc in the print and TV ads, cleverly avoiding the word milk. The tetra pack of Dairy Omung mentions it is actually UHT Dairy Liquid.
• Punjab Chief Minister Shahbaz Sharif has
constituted a committee to settle the dispute
between a Engro Foods – and the Punjab
Food Authority (PFA) over restrictions on
the distribution and sale of ‘Dairy Omung’.
• EFL rapidly took a stay order against PFA
from the Lahore High Court.
• The company conducted a research on the
loose (raw) milk available in the market,
and found that it was “unhygienic and not
safe for consumption”.
PRESENTED BY
Muhammad Muzammil
All four are essential to the success of a marketing
plan for a produt.
A mix of the four is necessary to sell a product
The 4 P’s Of
Marketing Mix
Quality:
badam, zafran and rose, Olper's flavored milk caters to a
diverse cross-section of consumers, with a penchant for
natural ingredients infused in rich, creamy and aromatic milk
Features:
Olper's Badam Zafran and Olper's Rose present the rare
combination of great tasting milk fused with the natural flavors
of badaam, Zafran and Rose for discerning customers seeking
a wholesome experience of nutrition, taste and tradition.
Design:
Product
Price
Place
Simply refers to how & where you are
going to sell the product to the
consumer
Olper badaam zafran
Milk Promotions
Positioning & targeting
Omung lassi
o Engro Foods recently introduced lassi brand called Omung Lassi.
o Omung Lassi was introduced in mid of june 2012.
Omung Lassi
Lassi is a popular and traditional
yogurt-based drink.It is made by
blending yogurt with water.
Omung Lassi
Slogan
“Guru Ho ja Shuru”
Omung Lassi
Product Line:
Namkeen Taskeen
Methi Masti
Competitors
No Competitor
OmungLassiMarketing Mix
Product:
Omung Lassi
Price: The price of lassi is RS: 15
Omung Lassi
Promotion:
Engro foods use the difference medium for promotion of Omung
Lassi. Engro use the electronic, bill boards, internet for promotion.
Place:
They target all over the Pakistan.
Omung Lassi
Target Market
Engro foods are targeting omung lassi in all over the
Pakistan. They are targeting the upper andmiddle class.
Wrong way of targeting Audience.
Wrong way of promotion Ads. Targeting Upper class or Burger
class.
