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Olpers
in 2006
entered in the market when the market of Haleeb was declining in 2006 priced as quoted by many women
Premium Main
Time
Extremely Low
Monetary
Moderate
Psychic
Moderate
Cost
Olpers should create such awareness among customers (through advertisements and public relations) that now its a product of multinational manufacturer. This will
Reduce
Increase
30 35 million rural population engaged in livestock livestock contributes 49% value addition in the agriculture sector about 11.4 % to Pakistans GDP
Market value, MILK is the highest contributor to the GDP 6th largest milk producing country 66% buffalo, 31.6 cow 2.4 goat and sheep
Undifferentiated Less
product
room for differentiation (taste or the composition) of total industry (460 million liters)
7%
Started
Consumption
for new players Olpers entering the market capturing Haleebs share.
2005
2010
2010
Nestle milk pack 51% (235 million liters) Olpers 38% (175 million liters) Haleeb 7% (32 million liters) Others 4% (18 million liters)
Companys
Internal Environment
Inter departmental coordination and synergy Employee involvement in organizational goals Product quality, dependability and overall productivity Companys internal market
Intermediaries
Demographic
Environment
Economic
INFLATION
RATE EXPENSIVE PRODUCT INCREASE IN PRICES POSES POTENTIAL THREAT DECREASE IN BUYING POWER THREAT OF SWITCHING OVER TO KHULA DOODH
ON
(A
25 TO 35 AGE BRACKET
URBAN AUDIENCE
HOUSEHOLD
LESS
PRODUCT
SAVES
PURCHASED HABITUAL
BUYING
UHT TOP
PREFERENCE
DAILY
ADVERTISEMENT APPEAL 88% AFFORDABILITY - ECONOMICAL 73% EYE CATCHY PACAGING 95% ALWAYS AVAILABLE IN THE MARKET PREFERENCE/BRAND LOYALTY IS 66%
1. Convert low involvement to the high involvement By increasing awareness of risks of hygiene associated with guala (khula doodh).
(if you need to be sporty, you need to be healthy) creating the importance of Olpers to stay healthy. (Olpers for wedding desserts).
Wedding
Geographic
Initially Karachi
Demographic
Age
Gender
Psychographic
Life Style
Social Class
SEC A & B
Behavioral
Occasion
Benefits sought
User Status
Usage Rate
Complete Milk
Is a brand for me International brand It is recommended by the doctor A brand for positive thinkers Its pure Something that gives daily nutritional Has additional iron and calcium It has no chemicals requirement My family likes to drink it Nido It has full cream Economical in price Well known brand Attractive packaging Good for health Available in various skus Multipurpose usage Nesvita Is of excellent quality Convenient packaging Olpers Easy to digest Easily available Everyday Easy to store Milkpak Haleeb Gourmet
1 0 - 1. 5 - 0. 5 0. 5 1. 5
2. 5
Tarang
Natural taste
Attractive commercials/advertisements
-2
Appropriate thickness/consistency
Excellence at source
-3
Complete Easy
milk
to digest
Excellent
quality
packaging
Attractive Multi
purpose use.
Competitive Advantages:
Subah
Bakhair Zindagi
Jo
dil khol kay jeetay hain unheen kay liyay hai Olpers
Complete milk
Line Extension
Affordability Availability Promotion
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.
- 20%-25%
Nestle
Milkpak - 30%-35%
- less than 25%
Haleeb
LINE EXTENSION:
BRAND EXTENSION:
Flanker Product
MULTI BRANDS:
NEW BRAND:
SKU Availability
OLPERS has expanded nearly to 300 distributors in Pakistan and its readily available in almost every retail store across the country.
Promotions 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
Advertising
Print
media, electronic media, radio commercials and other mass communication like billboards 15 huge campaigns Special Ramzan theme campaigns
Value
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) Olpers milk + 1 (one liter) Olpers Lite old price 232: new price 200 3 (one liter) Olfruit juices old price 320 : new price 280
Paid
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
Bachat
Engro
Foods Taaluq Online services and Customer relations Tele marketing (Call center) Website
Ads