Olpers 5m1lf

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 ionate about providing millions of people across the length and breadth of Pakistan and beyond with the ultimate brand 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, our approach remains largely the same as we strive to keep product innovation at the forefront of our guiding philosophy and consumer 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 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 250ml Mini jug in Ecolean Packaging, 1000ml Edge with cap and 1500ml Family Brick in Tetra packaging. OLPERS extends the brands by oplers lite, Olper’s cream, and 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 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 consumers in Pakistan, who seek

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products that can keep their calories in check whilst ensuring their health, nutrition and wellbeing. 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 optimum 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 everyday 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 desi ghee distinct for its pure flavor and aroma. A leading asli desi ghee brand that is extracted from milk, a dash of Tarrka in your favorite cuisine is all it takes to bring out the flavor of your food and leave you craving more.

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OLPERS BRAND AUDIT (BRAND INVENTORY) The purpose of the brand inventory is to provide a current, comprehensive 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 ing through so many stages. But Olper’s positioned itself as milk that has not lost its notorious. Olper’s also come up catchy taglines that define brand promises as “Subah bakher zindagi” and “Ghizayat Bhara har ghount” .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 does. Olper’s concentrates on emotional 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-purpose’ milk for an entire family. Olper’s ads also target believers, traditional on people with concrete beliefs. The 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 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

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Nature of completion

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Perceptual mapping

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Competitive frame of reference

TARGET MARKET The market is the set of potential buyers 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 11 | P a g e

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 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 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 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 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 this period it also captured a lot of share of 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 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

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Rawalpindi.

Lahore

Karachi

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Peshawar

Gujranwala

Hub

Multan

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INTEGRATED MARKETING COMMUNICATION OF OLPERS

ABOVE THE LINE MENT 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, billboards and plenty of BTL (below the line) activities including direct consumer and shop branding activities. Due to this aggressive marketing campaign, the competition seems to be getting tougher. PRINT MENT

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

ment has played a major role in the achievements of olpers. Engro invest a huge amount on ment to sustain its leadership position in the market, and to survive in cut throat competition with its biggest rival Milk pack. ment helps to influence people buying behavior and stimulate purchase desire in maximum means. Olpers latest TVC featured that Olper’s new 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 the children’s clothes. This small fact makes all the difference 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 for customers of Olper’s via beautiful and emotional ads. Beautiful family-oriented ad campaigns and social welfare activities help Olper’s gain loyalty of their customers. Olper’s has added the attribute in the form of ‘concept 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 MNT Radio is an audio medium. It also known as radio commercial.ads can broadcast nationwide, province wide or city wide. To by radio requires purchase of time, while by the newspaper or magazine it requires purchase of space. OLPERS also employ radio ment 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 MENT Olpers also uses billboard ment to promote its products. Olpers designs its billboard ment in such manner that grasps the attention of everyone. Billboards ment 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 that there was no law that permits 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 ment or internet marketing play a major role in promoting products. Companies employ digital ment to reach millions of people in the shortest possible time. Digital ment 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 its products. Design ads, customer preferences surveys and gather customer 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 has 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 thousands of “likes” and “share”. Olpers also promote its brands through its twitter s. 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 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 is an important part of any marketing plan. Olpers milk uses public relation by sponsorship and different ways. 

Olpers has also funded Women’s exhibition in Karachi a few weeks ago

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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.

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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.

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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 conducted a live theatre session on 18th May, 2016 for students of pre-primary and primary section.

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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

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Ramadan Campaign Olpers always had a unique campaign; and it has been 3 years since Olpers celebrates the spirit of Ramadan.

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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.

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Paid article in newspaper.

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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. And 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 Engro 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 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. Olper’s Mini Jug is a specialized and convenient 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 -packaging format with benefits of a tilted head and a heli cap, which controls milk spillage, increases the usability of the pack and keeps the milk smell-free. Olpers uses vibrant colors in packaging and its innovative 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 name 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 designed 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.  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 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 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 well by informing people about the nutritious benefits of olpers. Attracting a huge market through extensive ments and social media campaigns would enable olpers to acquire larger customer base.

REPOSITIONED THE BRAND The brand has been positioned 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 and sharing’ and the ‘philosophy of spreading peace’ in its ad campaign .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 olpers should reposition its brand by associating it with some specific events and occasions. As Wedding (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 open milk. Olpers should make a documentary 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 by offering different packages, sales promotions and other seasonal discount.

INCREASE THE FREQUENCY OF MENT Increasing the frequency of ments and digital marketing is very 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 olpers 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 ments 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 service is polite and the service is fast. Olpers introduce its every product according to the modern needs 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 in its organization. Efficient management of all affairs of Engro Foods (Pvt.) Limited is the job of the istration 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 at Engro foods are interconnected. By doing the right things together as an organization, 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 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’ are• Customers-People those who are the target market for a firm. • Channel - Suppliers, distributors • Partner- Dealers, agencies “Consumer is the reason for our existence as a business.” Relationship Marketing at Engro Food, According 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 quality leads for the sales team.

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Assisting olpers to improve and sales management by optimizing information shared by multiple employees, and streamlining existing processes.

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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.

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Providing olpers employees with the information and processes necessary to know their customers understand and identify customer needs and effectively build relationships between the company, its customer base, and distribution partners.

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Build strong relationship with suppliers (farmers) and distributers (in different cities of Pakistan) to improve the performance of the entire system.

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Olpers is effective not only to the extent that it successfully partners with its suppliers, distributers, agencies and dealers to tly create olpers (Ghizayat Bhara har ghount) for its customers.

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Company internal environment, interdepartmental coordination and synergy and employee involvement in organizational goals.

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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 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.

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The company’s gross margins improved by 4.4 percentage points to 23.1% on the back of lower domestic and international milk prices.

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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, and BRC issue 07,” says the Olpers website.

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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 – BRC). “For every product and batch, they have the ability to trace the area that milk came from in addition to what characteristics that milk carried.

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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 continue to provide you nutritious milk, free of any harmful substances.

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Olper’s Latest TVC – 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

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Olper’s concentrates on emotional aspect in their ads to focus on the core need of customers that can be satisfied.

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Olper’s has added the attribute in the form of ‘concept 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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General availability of health facilities is less for growing population of Ghotki district. With this view ENGRO has developed a number of health infrastructural programs.

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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.

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Olpers has continued to add more value to the brand by adding more vitamins, minerals, calcium and full cream richness at acceptable price.

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Strong perception of has been build for olpers customer via beautiful emotional and seasonal ments.

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Olpers creates a sense full of culture, religion, and society values through its all communication messages.

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Beautiful family-oriented ad campaigns and social welfare activities such as signature Ramadan campaigns help Olper’s gain loyalty of their customers.

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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.

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Olpers all promotional activities are efficiently integrated with each other and help to present a positive and unified image.

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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 the lemon and lime market leader is collaborating with UHT milk market leader Olper’s to launch Sprite Doodh Soda. The conception of this exciting 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.

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In Ramzan 2015 Engro Foods Limited launched Olper’s Rooh Afza in collaboration 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 Rooh Afza comes in a similar packaging as its parent brand (but with a different design) and available only during Ramzan.

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Olper’s recently collaborated with Oreo to launch a 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 ment to attract customer attention and build brand association. Celebrities that endorsed olpers in ment .Actresses Sarwat Gilani, Faryal Gauhar, Ayesha Khan, singer Tina Sani and journalist Sana Bucha, sanam saeed were seen promoting olpers in ments.

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CHANNELS OF DISTRIBUTION OLPERS has expanded nearly 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 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.

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Co branding with successful brands on special occasions like EID, independence days and on other events will add more value to the brand.

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Seasonal ments with famous celebrities have many advantages in building brand equity. Celebrities don’t just bring value to the viewers 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 of the customer.

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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.

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