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Copy of Olpers Marketing
Transcript of Copy of Olpers Marketing
The plant is located at Sukkur and Sahiwal.
The plant was established at a cost of Rs. 1 Billion
The company's milk production capacity is 700K litters per day.
5 Million people use Engro foods products everyday.
EFL provides direct employment to 750 people.
Manufacturing of Powder Milk
Explore market Potential
Position Product to middle-income group like "Everyday"
Integrated awareness plan of UHT milk
According to Mr. Ali Akbar, Director Marketing EFL:
“In order to succeed, you should ALWAYS capitalize on your STRENGHTS and NEVER on your COMPETITOR’S WEAKNESS!”
It is distributed to through distributors and suppliers
The product was launched in 20 cities across Pakistan
The product is currently available in 80 cities across the country
Olper’s price is cost- based.
Evaluation of the Cost come first and then price is finalized.
Market Penetration Pricing Strategy is used to penetrate in the Market
1000 ml = Rs. 90
500 ml = Rs. 50
250 ml = Rs. 26
Engro Food Limited is pursuing competitive pricing strategy for its product. Price of the Olpers milk is determined by the major competitor product’s price like Haleeb , Nestle etc.
The END :)
A questionnaire comprising of 18 questions was formulated.
The results for the collected data were transformed into dummy variables
which were then interpreted using SPSS
Breaking it down brand-wise, you can see that people who prefer milk for drinking prefer Olpers the most (34.5%). Same is the case for tea and shakes. So it’s no surprise to see that most of our respondents preferred the Olpers brand (33.7%).
To become fast growing mega Food Company & also to elevate Consumer Delight Worldwide.
To provide satisfaction at a competitive cost, growth in diversity, and continue to contribute to the growth of industrialization in Pakistan by being the market leader.
OLPER AS A BRAND
NO MILK SHORTAGE
NARROW BRAND PORTFOLIO
Perception and Price Differentials
Growing dissatisfaction with loose milk
Increase awareness about health and hygiene issues.
Milk producer country
Range of Products
Olpers Milk: UHT treated milk with 3.5 % fat and 8.9 % solid non-fats.
Olpers Cream: Luxuriously rich and thick cream for deserts and coffee.
Olwell: low-fat and high-calcium milk
Segmenting Targeting and Positioning
Positioning the brand
Promotion and Advertising
Newspaper and magazine ads.
Attractive and eye catching sign boards