BRAND MANAGEMENT TERM REPORT (OLPERS MILK )
HADIQA RIAZ (M.COM) ZIANA MOMAL (M.COM) SUBMITTED TO: SIR HASSAAN AHMED 1|Page
TABLE OF CONTENTS
1. ENGRO FOOD INTRODUCTION OLPERS MILK
3 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 b rand 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, ou r approach remains largely the same as we strive to keep product innovation at the forefront of our guiding philosophy and consumer con sumer 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 250 ml Mini jug in Ecolean Packaging, 1000ml Edge with cap and 1500ml Family Brick in Tetra packaging. OLPERS extends the brands by b y oplers lite, Olper’s cream, and Olper’s 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 ex tra 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 co nsumers 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 o ptimum 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 everyda y 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 o f Tarrka in your favorite cuisine is all it takes to bring out the flavo r of your food and leave leav e you craving more.
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OLPERS BRAND AUDIT (BRAND INVENTORY) The purpose of the brand inventory is to provide a current, comprehensive compreh ensive 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 h as not lost its notorious. Olper’s also come up catchy taglines that define brand promises as “Subah bakher zindagi” and “Ghizayat Bhara har ghount” . ghount” . both 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 milk does. Olper’s concentrates on emotional aspect 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‘All- purpose’ purpose’ milk for an entire family. Olper’s ads also target believers, traditional on people with concrete b eliefs. The ads 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. 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 bu yers 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? ALL PURPOSE MILK
WHO AM I? 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 b y 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 cho ice 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 timesensitive 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 Ed ge 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 In this period it also captured a lot of share of its 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 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, co mmercials, billboards and plenty of BTL (below the line) activities including direct consumer and shop b randing 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. 18 | P a g e
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 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 including the children’s clothes. This small fact makes all the d ifference 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 built for customers of Olper’s via beautiful and emotional ads. Beautiful family-oriented family-oriented ad campaigns and social socia l welfare activities help Olper’s gain loyalty of their customers. Olper’s has added the attribute in the form of ‘con cept 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 broa dcast 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 adv ertisement 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 t hat there was no law that p ermits 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 h as 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 thou sands 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 relation is an important part of any marketing plan. Olpers milk uses public relation by sponsorship and different ways.
Ol pers pers 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 con ducted 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. An d 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 En gro 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 toda y's time-sensitive world. First ever in Pakistan to introduce the heli-cap for easy pouring and storing, along with the th e microwave friendly Mini jug pack with an air handle han dle 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 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 b enefits of a tilted head and a heli cap, which controls milk spillage, increases the usability of the p ack and keeps the milk smell-free. Olpers uses vibrant colors in packaging and its in novative 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 n ame 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 d esigned 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. oc casion.
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 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 len gth 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 w ell 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 po sitioned 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 un ity and sharing’ and the ‘philosophy of spreading peace’ in its ad its ad campaign .It . 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 olp ers should reposition its brand by associating it with some specif ic ic events and occasions. As Wedding Wedd ing (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 o pen milk. Olpers should make a documentary documentar y 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 b y offering different packages, sales promotions and other seasonal discount.
INCREASE THE FREQUENCY OF ADVERTISEMENT Increasing the frequency of advertisements and digital marketing is ve ry 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 o lpers 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. 34 | P a g e
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.) 35 | P a g e
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 custome r service is polite and the service is fast. Olpers introduce its every p roduct according to the modern needs n eeds 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 d epartments in its organization. Efficient management of all affairs of Engro Foods (Pvt.) Limited is the job o f 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 departments at Engro foods foods are interconnected. By doing the right things together as an organization, olpers brand 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 RELATIONSHIP MARKETING 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’ areare• Customers-People Customers-People those who are the target market for a firm. • Channel Channel - Suppliers, distributors • Partner - Dealers, agencies “Consumer is the reason for our existence as a business.” Relationship Marketing at Engro Food, According Acco rding 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 qu ality 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 nec essary 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 h ar 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. 38 | P a g e
PERFORMANCE 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, 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 – standards – BRC). BRC). “For every product and batch, they have the ability to trace the area that milk came from in addition add ition 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 co ntinue to provide you nutritious milk, free of any harmful substances. substances.
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Olper’s Latest TVC – With 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 ‘con cept of unity and sharing’ and the ‘philosophy of spreading peace’ in its ad campaigns. It 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 Gh otki 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 addin g 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 throu gh its all communication messages.
Beautiful family-oriented ad campaigns and social welfare activities such as signature Ramadan campaigns help Olper’s gain loyalty lo yalty 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 campaign. Sprite the lemon and lime market leader is collaborating with UHT milk market leader Olper’s to launch Sprite Doodh S oda. The conception of this exciting ex citing 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 O lper’s Rooh Afza in collaboration with 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 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 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 .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 n early 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 lo yal 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.
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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 oc casions like EID, independence da ys 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 viewer s 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 o f the customer.
Increase channels of distributions to wide geographic locations especiall y in Punjab because its major market share is cater by Nestle milk pack and a lot of sales potential potential can be seen there.
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