term project olper's
TRANSCRIPT
ABOUT THE PRODUCT Launched in 2006
Olper’s entered in the market when the market of Haleeb was declining in 2006
Premium priced as quoted by many women
Main Competitor- Nestle Milkpak
CUSTOMER’S PERCEIVED VALUE
CUSTOMER COST
Time Cost & Energy Cost Extremely Low
Monetary CostModerate
Psychic CostModerate
CUSTOMER VALUEBrand has created an image that it’s “Complete Milk”.
RECOMMENDATION:Olper’s should create such awareness among customers (through advertisements and public relations) that now it’s a product of multinational manufacturer. This will
Reduce the psychic cost of the customers.
Increase the customer value.
INDUSTRY ANALYSIS • 30 – 35 million rural
population engaged in livestock
• livestock contributes 49% value addition in the agriculture sector
• about 11.4 % to Pakistan’s GDP
INDUSTRY ANALYSIS • Market value, MILK is
the highest contributorto the GDP
• 6th largest milk producing country
• 66% buffalo, 31.6 cow 2.4 goat and sheep
ULTRA-HIGH TEMPERATURE (UHT) TREATED MILK INDUSTRY Undifferentiated product
Less room for differentiation (taste or the composition)
7% of total industry (460 million liters)
ULTRA-HIGH TEMPERATURE (UHT) TREATED MILK INDUSTRY Started off with steady
growth rate
Consumption accelerated 2005-2010, boom 28-30% growth
Potential for new players Olper’s entering the market capturing Haleeb’s share.
MARKET STANDINGS AND SHARE 2005
Haleeb 48% Nestle Milk pack 42%
2010 Nestle milk pack 51% (235 million liters) Olper’s 38% (175 million liters) Haleeb 7% (32 million liters) Others 4% (18 million liters)
2010
MICRO ENVIRONMENTAL FACTORS Company’s Internal Environment
Inter departmental coordination and synergy Employee involvement in organizational goals Product quality, dependability and overall
productivity Company’s internal market
Supplier Marketing Intermediaries Customers Competitors
MACRO ENVIRONMENTAL FACTORS Demographic Environment
Age Gender Location (Area ) Status
Economic Factors Political Environment
CONSUMER BEHAVIOR
ECONOMICAL FACTORS INFLATION RATE EXPENSIVE PRODUCT INCREASE IN PRICES POSES POTENTIAL
THREAT DECREASE IN BUYING POWER THREAT OF SWITCHING OVER TO KHULA
DOODH
SOCIO-CULTURAL FACTORS ON THE BASIS OF VALUES,INTERESTS
AND BEHAVIORS
RELIGIOUS HERITAGE
CHANGED PERSPECTIVE
LITERATE STRATA OF OUR SOCIETY
LIFESTYLE PSYCHOGRAPHICALLY TARGETING SEC
(A AND B)
MODERN AND PROGRESSSIVE
25 TO 35 AGE BRACKET
URBAN AUDIENCE
TYPES OF BUYING DECISION BEHAVIOR HOUSEHOLD PRODUCT
LESS RISKY
SAVES TIME AND ENERGY
PURCHASED FREQUENTLY
HABITUAL BUYING
SURVEY OUTCOME
SURVEY OUTCOME UHT MILK USERS ARE 87%
TOP OF MIND - NESTLE 50% OLPER’S 40%
PREFERENCE FOR OLPER’S- TASTE 50% THICKNESS 18%
DAILY CONSUMPTION IS MAINLY FOR THE 1 LITRE PACK WHICH IS 50%
SURVEY OUTCOME
ADVERTISEMENT APPEAL 88%
AFFORDABILITY - ECONOMICAL 73%
EYE CATCHY PACAGING 95%
ALWAYS AVAILABLE IN THE MARKET
PREFERENCE/BRAND LOYALTY IS 66%
RECOMMENDATIONS:
1. Convert low involvement to the high involvement
By increasing awareness of risks of hygiene associated with guala (khula doodh).
RECOMMENDATIONS:
2.By linking the product to more events or occasions
Sports (“if you need to be sporty, you need to be healthy) creating the importance of Olper’s to stay healthy.
Wedding (Olper’s for wedding desserts).
SEGMENTATION
Geographic
InitiallyKarachi
Other Metros Like Rawalpindi, Islamabad
SEGMENTATION
Demographic
Age
For the whole family
Gender
Male & Female both
SEGMENTATION
Psychographic
Life Style
Psyche for thick milk
Social Class
SEC A & B
SEGMENTATION
Behavioral
Occasion
Subah Bakhair Zindagi
Benefits sought
Complete Milk
User Status
Brand for High Class
UsageRate
Tea /Coffee 64%
Drink 32%Desserts 4%
RECOMMENDATION:
Cater the market of Punjab especially Lahore because:
Big market for Nestle.
Lot of potential can be seen over there.
TARGET MARKET
Undifferentiated Marketing Strategy Pakistani females Children
Niche Marketing Olper’s Lite (High Calcium Low Fat)
RECOMMENDATION:
Promote Olper’s Lite by targeting young girls.
MARKET POSITIONING
Has additional iron and calcium
Gives taste to desserts
Good for health
Natural taste
Attractive packaging
Easy to digestEasily available
Appropriate thickness/consistencyAttractive
commercials/advertisements
Well known brandEconomical in price
Its pureIt has no chemicals
Multipurpose usageAvailable in various skus
Is a brand for meInternational brand
My family likes to drink itSomething that gives daily nutritional
requirement
Convenient packaging
Good quality packaging
It is recommended by the doctor
Easy to store
A brand for positive thinkers
Perfect compliment for tea
Blissful tea experience every time
It has full cream
Excellence at source
Is of excellent quality
Olpers
HaleebMilkpak
Nesvita
Nido
Everyday
Tarang Gourmet
- 3
- 2
- 1
0
1
2
3
4
5
- 3 . 5 - 2 . 5 - 1 . 5 - 0 . 5 0 . 5 1 . 5 2 . 5
MARKET POSITIONING Complete milk
Easy to digest
Excellent quality
Attractive packaging
Multi purpose use.
MARKET POSITIONINGCompetitive Advantages:
Subah Bakhair Zindagi
Jo dil khol kay jeetay hain unheen kay liyay hai Olper’s
MARKET POSITIONING Communicating and Delivering the
Selected Positioning:
Complete milk
Line Extension
Affordability
Availability
Promotion
RECOMMENDATION: The company should try to cater other
portions of the perceptual map by promoting it as a product which is
Easy to store Easily available Convenient packaging Economical in price Perfect complement for tea etc.
PRODUCT:TOP OF THE MINDS:
Olper’s - 20%-25%
Nestle Milkpak - 30%-35%
Haleeb - less than 25%
PACKAGING:
Packaging
Color Size Labelling
BRAND STRATEGIES:LINE EXTENSION:
BRAND EXTENSION:
BRAND STRATEGIES:MULTI BRANDS:
NEW BRAND:
Flanker Product
PRODUCT LIFE CYCLE:
RECOMMENDATIONS:
Packaging & Usage: Olper’s can add in certain recipes
Benefits: benefits of milk on their packages
Line Extension: Olper’s powder specially for use in the offices for tea.
Brand Extension: Olper’s should consider to launch plain and fruit Yogurts, and Raita too as its competitor (Nestle) is very strong in it.
PRODUCT MIX:
SKU Availability
¼ Liter
½ Liter
1 Liter
1.5 Liter
PRICE (COMPETITION BASE PRICING):
PLACE:
OLPERS has expanded nearly to 300 distributors in Pakistan and its readily available in almost every retail store across the country.
COMMUNICATING VALUEPromotions Very aggressive approach Different channels used All promotional platform used to the
fullest Mix of Thematic, Sensory and Tactical 100 million budget for single
promotional campaign
MARKETING COMMUNICATION MIXAdvertising Print media, electronic media, radio
commercials and other mass communication like billboards
15 huge campaigns Special Ramzan theme campaigns Value Addition Banners Posters
SALES PROMOTIONS Activation trade discounts and trade
promotions Product tag on Area specific Scratch and win (Khi And Lhr) Float activities Rural Melas Ramzan offers
2 (one liter) Olper’s milk + 1 (one liter) Olper’s Lite – old price 232: new price 200
3 (one liter) Olfruit juices – old price 320 : new price 280
PUBLIC RELATIONS Paid articles in news papers Annual reports CR activity “House of Olper's”
Objective: Build brand awareness Target: House wives Procedure: 2 cooking competition sessions per
day; 35 ladies per session. Days: Working days only. Duration: Till Nov 2011
PERSONAL SELLING
Bachat Bazars: Free sampling Chain Store Promotions
DIRECT MARKETING Engro Foods Taaluq Online services and Customer relations Tele marketing (Call center) Website
PROMOTION MIX STRATEGY:
RECOMMENDATIONS Ads for youth Special campaigns for children (that
is for mummy) Free iftars and sehris Social cause promotion Cause related marketing