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Olpers Marketing

In: Business and Management

Submitted By FaizanAshfaq
Words 919
Pages 4
Introduction, advertising objectives and advertising strategy

Industry introduction * Pakistan is the third largest milk producing country in the world * Packaged milk industry initiated in 1981- Milkpak * Its first real competition came in the form of Haleeb, which introduced distinctively blue tetra packs to the market in 1986 * By 2006, dairy milk category growing at 20%

Company Information * Engro Foods established in 2005 * Plant located at Sukhar, 23 Acre land * Raw milk reception capability of 300,000 litres a day * UHT Milk capacity of 200,000 litres * Three products; Olper’s Milk, Olwell and Olper’s Cream

Product Classification * Consumer, non-durable * Convenience, packaged good

Product Positioning * Use of red color - distinctive * All purpose milk

market research
Before the inception of the brand Olper’s, AC. Neilson carried out a marketing research for Engro Foods to determine the viability of the brand name ‘Olper’s’ and the market readiness through surveys, interviews and focus groups. 1200 names were reviewed and analyzed before Olper’s was decided

Target Market

* Primary Market: Upper middle and upper income groups seeking healthy and nutritious, alk purpose milk * Secondary Market: Diet concious, career oriented, upper middle and upper income class

Marketing Objectives
Need Satisfying: * To provide hygienic, good for health and bones and nutritious packaged drinking milk. * To provide low-fat milk that is high in nutrition. * To provide all-purpose milk, that can be used in many forms.

Long and short term Sales target Objectives * To gain a bigger market share by the end of 2009. (From 22% to 40%; that of milk pak’s) * Long term: To be the market leader in the packaged milk industry. Rafey Nisar Zuberi, the marketing manager for Engro Foods states, “When we launched, we…...

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