1. OLPERS MARKETING STRATEGY

2. Contents First Part Introduction Segmenting, targeting and positioning Second Part Brand value pyramid Celebrity endorsement Brand/line extension Third Part Brand elements Event marketing Future of marketing according to you 3. OLPERS Brand of Engro FoodsStrong bond with farmers made milk collection possibleOlpers was launched in 2005Third-generation UHT milk plant in the country5 million people use Engro Foods products everyday4th largest producer of milk country 4. Brand Elements OLPERs considered following brand elements to be part of it: 1. Brand Name Before OLPERS, Milk Pak and Haleeb brand had local names. But OLPERs intended its name to look International, modern and distinguishable. 2. Logo OLPERs has a distinct logo which is identified easily by its consumers 3. Spokespeople The brand has a long list of ambassadors from showbiz to sport 4. Jingle- It has catchy lines and music to promote itself such as ao kuch naya karein 5. URL OLPERs is Engro Foods brand as it is a subsidiary of Engro foods. www.engrofoods.com 6. Slogan- Mera Intekhab Sirf OLPERs 7. Packaging OLPERs has a distinct vibrant colors close to nature as in Red, Purple,Yellow, Purple 5. Criteria of Brand Elements Likability Brand color, name, and packaging make it likable Memorable jingles and packaging colors make it memorable for the consumers Meaningful It claims to gain the dairy edge and it is making it meaningful Transferable Line and brand extension into other products of the dairy origin Adaptable - Technological edge (internet, digital events, Protectable licensing of logos and rights 6. Positioning Strategy Marketing Positioning Competitive advantage from Nestle and Haleeb Subha Bakhair Zindagi, targeting the housewives and teenagers who are goal and family oriented User Strategy Maira Khan as brand ambassador of Olpers for female achievers Product Features positioning Olpers is thicker, stronger than Nestle and has a distinct aroma and taste 7. Positioning Error Over-positioning Targeting only the upper and middle classes and leaving out the lower classes with high prices. Even the middle classes think it is above their monthly budget levels 8. OLPERs Brand Value Pyramid Bon dEnhance Enhance StimulateOLPERs cool, attractive,catchy all purpose milk, happy consumerLoyalty100% Quali tyFull Cream Richness UHT Milk Red & White Color and Fond Picture of happy family All purpose MilkSensory branding is the key to attain loyalty and smashability of the brands. 9. Five Dimensional Brand OLPERsThe audio brand use of Tabla & Sattar to make it local and close to nature.The visual brand vibrant colors Identify in the minds and on shopsThe touch brand special creamy, consistent texture of freshnessThe smell brand aroma that is not strong not weakThe taste brand soft creamy taste, a bit strong thanHaleeb and Milk Pak 10. OLPERs Religious, Emotional, Holistic Brand OLPERs beyond traditional rules of a customer and product to attain customer loyalty and special bonding e.g. Ramadans Sehri and Iftaar all daily routines, special rituals, beliefs, occasions and special moments of its customers to create belonging to the brand, celebrating life and loveOptimistic and vibrant tagline, Good morning Creates a celebrity based trust, but by producing 100% premium quality products + earned farmers association over decades In Engro Foods marketing manager words, We wanted consumers to consider OLPER s as contemporary and modern brand Programs - It made housewives make recipes with OLPERs Reputation of local giant involved with community welfare "All Purpose Milk" 11. Celebrities Endorsement 12. Branding Strategy Corporate Branding Line Extension Brand Extension 13. Olpers Line Extension and their individual positioningLine Extension 1. Olpers milk - Gaining the dairy edge! 2. Olpers Lite - embrace the lighter side of milk 3. Olpers Flavored Milk with Zafran and Badaam- savor the flavor of tradition - in every sip of milk 4. Olpers Cream - every day is a celebration with our crme de la cream! 14. Brand Extension Olpers - Gaining the dairy edge! Olfrute Heavenly nectars from Engro foods (red grape, apple, guava, green cock-tail, mango, apricot and orange ) Omore - ice-cream Olpers Tarkka Give your food some Tarkka! Omung rise up to a better life! Tarang - tarang in your tea-cup makes for sheer bliss! 15. Brands present and future! 1. 2. 3. 4.Brand Elements Event Marketing/Sponsorship Product Lines Positioning statement The Future of the market 16. Event Marketing-Above the lineAdvertisement to celebrate Ramadan and appreciate the hardworking females of Pakistan. The ad campaign featured female icons belonging to Pakistani media. Ao kuch Naya karein 17. Sponsorship-Broadcast A brand should be social and this is how OLPERs did itOlpers joined forces with the team of Tanhaiyaan, a popular TV serial from the yester years loved by all Pakistanis, and made a sequel. 18. Event Marketing, BTL Below the Line Ighost Dolmen Mall OLPERs goes social 19. Social Welfare Daharki and Sindh rural areas social welfare programs for education and improvement of society are going on. 20. The future of Market Engro foods profit growth exceed 191% 4th largest milk producing country Current size of 50 million cattle Available in more than 100 cities 30-35% rural population is engaged in livestock Contributes to 11.4% GDP of Pakistan Nestles market share is 51%(235 million gallon), OLPERs has 38%(175 million gallons), Haleeb 7% (32 million gallon) and the rest 4% (18 million gallon)