Olper's Milk

Introduced in 2006, Olper’s Milk, our flagship brand, is the leading UHT
processed milk brand. Olper’s has gained leadership position within a span of eleven years
through the promise of wholesome nutrition and through commitment to innovation, safety &
convenience. The brand philosophy resonates well with mothers who are constantly in the
process of seeking superior nutrition for their children. Olper’s partners with these concerned
mothers through three distinct pack sizes & packaging formats; Ecolean 250ml, Tetra Brik Edge
1000ml with cap, Tetra Brik 1500ml with cap.

Customer-Based-Brand-Equity:
Building customer based brand equity
Brand equity can be defined as the effects that marketing activities have on a particular brand.
There are different types of brand equity but the one that the marketers are most concerned about
the customer-based brand equity. Customer-based brand equity is an important element that
marketers have to keep in mind before marketing any brand. There are different ways of
building, measuring and managing customer-based brand equity. Once the brand is introduced
into the market it is important to build brand equity. This helps to improve sales and has long
term benefits. ENGRO, although a separate name from Olpers has a very strong impact on the
sales of Olper’s. People know ENGRO because of its well established reputation in fertilization
sector. Therefore, they hold a strong association in their minds for Olper’s as well. There are
different nodes that connect ENGRO to Olpers in the customers’ minds. The ads for Olper’s do
not show any link with ENGRO foods but the HR managers keep mentioning ENGRO in every
press release of Olpers that is how people have associated Olper’s with ENGRO. The sales figure
for the first eight months of Olper’s launch showed a number in billions. This is evidence that
people have accepted the brand and liked it. Thus marketers have been successful in creating
customer-based brand equity for Olper’s. This could be due to strong associations with ENGRO
in the minds of customers. Due to just a few brands in the milk sector it is easier for customers to
make different associations for each brand in their minds. Therefore, a person’s ability to
recognize and recall a brand under a given set of product categories becomes easier. Although
Olpers product related attributes, such as white color, hygienic and processed milk, are quite
similar to other brands such as Nestle and Haleeb, while the non-product related attributes such
as the packaging of red color and usage imagery that is portrayed in every advertisement of
Olper’s, can be distinguished from the competitors’ brands. Olpers is promoted with the
viewpoint that the milk is meant for all-purposes. This obviously shows the usage imagery of the
brand. When it comes to the benefits that customers look for in milk are clean processed milk
that is good for health and can be used for all purposes. Olpers provides its customers with
functional and experiential benefits. The functional benefits include healthy bones, high calcium,
good taste, while experiential benefits are that every morning starts with Olpers milk that is the
tag line subah Bakhair Zindagi.

Other experiential benefit is the variety that has come into the milk sector due to another brand
entering the market. People can now choose from a number of brands for milk and especially the
variety seekers will definitely want another brand to enter the market. If, in the beginning,
consumers are not willing to buy the brand then it might be due to such factors as low
involvement in that product category or due to brand loyalty towards brands like Nestle and
Haleeb. However, the color of packaging in the grocery stores may attract customers enough to
make them buy it, thus the brand attitude In this case helped the brand to form the basis for
customer behavior. Olpers has favorable, strong and unique brand associations in customers’
minds. It is favorable because milk is a need and clean hygienic milk that is free of bacteria and
germs is what conscious customers are looking for. Due to awareness about health and
drawbacks of lose milk the customers are further in search of processed milk. The association is
also strong because there is a very string cue linked to Olpers and that is ENGRO foods. Usually
people thin Olper’s as a sub brand of ENGRO foods. Due to this reason customers perceive
Olpers’ as a high quality brand that will come up to their expectations.
Olpers has created a unique image through its ads. For example, the ad for Olwell is one that is
exclusive and cannot be forgotten. Due to such positive brand image, Olpers enjoys higher profit
margins and increased marketing communication effectiveness.
Olpers itself is a very distinctive name that is easy to remember and one that will stay in the
memory for a long period of time. It even serves to enhance the image of the brand as all-
purpose milk
Olpers has been developing marketing programs to enhance brand awareness initially. Due to
familiarity with ENGRO foods, Olper’s did not have much difficulty in building the customer-
based brand equity. Thus ENGRO can also be seen as a secondary association for Olpers and one
that has strongly influences the positioning of Olper’s. It has added to the credibility of Olpers.

Measuring customer-based brand equity

HR managers used questionnaires to find how customers feel about the brand. They used the
indirect approach with different qualitative and projective techniques (the questionnaire
contained some questions related to sentence completion and brand personality description).
They used this to understand customers’ feelings for the brand. The managers agree that ENGRO
Foods has helped improve the image for Olper’s. They assessed the leverage of secondary
associations in this case by comparing the company’s characteristic with the characteristics of
Olpers.

Managing customer-based brand equity

The organization is managing the customer based brand equity because they realize the
significance of marketing activities and their effect on creating more value for the brand, and so
by influencing brand knowledge, sales can be improved. Olpers is concentrating on the
emotional aspect in their ads in order to focus on the core need of customers that can be satisfied.
Olpers has also funded Women’s exhibition in Karachi a few months ago and currently is
sponsoring cricket World Cup 2007, and further adding more value to the brand and managing
customer-based brand equity.

Positioning Statement:
For all those who are seeking an all purpose milk and live life to the fullest, Olpers is the
purveyor of purity so you can stay healthy. Our focus is to ensure good quality and creamy
texture by processing the milk in the third generation UHT milk plant.

Ufone:
Pakistan Telecommunication Company Limited (PTCL) that started its operations in
January 2001 under the brand name 'Ufone'. As a result of PTCL's privatization,
Ufone became a part of the Emirates Telecommunication Corporation
Group (Etisalat) in 2006.

Since its inception, Ufone has focused on the people of Pakistan, empowering them
with the most relevant communication modes and services that enable them to do a
lot more than just talk, at a price that suits them the most. Along with the claim of
lowest call rates, clear sound and best network, Ufone offers its customers
simplified tariffs with no hidden charges. With a strong and uniquely humorous
communication direction that has now become Ufone's signature across all
advertising media, Ufone gives its customers many reasons to smile.

This customer focus and best offering has allowed Ufone to build a subscriber base
of over 24 million in less than a decade. Ufone has network cover age in 10,000
locations and across all major highways of Pakistan. Ufone currently caters for
International Roaming to more than 288 live operators in more than 160 countries.
Ufone also offers Pakistan's fastest growing 3G network, and BlackBerry Roaming
coverage available with more than 200 Live Operators across 122 countries. Ufone
has also become a focused and intensive leader in VAS, constantly introducing
innovative services, which have been the first of their kind in the Pakistani cellular
industry.

As the world of telecommunications advances, Ufone promises its customers to stay

ahead, developing and evolving, to go beyond their expectations, because at Ufone,
it's all about U .
Positioning Statement:
People who love sharing their happiness in words, ufone is the best communication bridge
between you and your love one’s. Our focus is to provide best quality phone calls with most
affordable rates and smart packages so that everyone can enjoy best quality talk time.

In 1947, Tapal started out as a family concern under the personal supervision of its founder, Mr.
Adam Ali Tapal. From this auspicious beginning, Tapal moved from success to success
introducing tea brands to suit every taste and pocket, sold from its retail outlet in Jodia Bazar,
Karachi. For convenience of customers, tea distribution was initiated to retail outlets around the
city. The company continued to grow under the management of the founder's son, Mr. Faizullah
A. Tapal. Today Tapal Tea is managed by the founder's grandson, Mr. Aftab F. Tapal. A well
trained tea taster and tea connoisseur himself, Mr. Aftab Tapal introduced new tea concepts and
developed a wide range of tea blends catering specifically to the tastes of people throughout
Pakistan. His progressive outlook resulted in giving further strength to the foundation of quality
laid by his family. Making a modest beginning over half a century back, today Tapal has become
the largest, 100% Pakistani owned Tea Company in the country. It has modern tea blending and
packaging factories, warehouses equipped with state-of-the-art equipment and a team of highly
dynamic professionals headed by Mr. Aftab Tapal himself.

Positioning Statement:
For workaholic peoples of all age groups, Tapal danedar provides the best experience of
freshness on each of its sip. Our main criteria is to provide 100% pure natural tea by advance
processing that ensure natural redness as well as freshness that last longer than others.
Since 1980, Dawlance Premium Home Appliances Company
has been turning houses into homes with thoughtfully innovative
household appliances. The legacy of Dawlance – that now stretches
over more than 3 decades - started off with the production of
Refrigerators. Today, Dawlance – with reliability as its core
value - provides cutting edge Washing Machines, Chest Freezers,
Vertical Freezers, Split AC & Microwave Ovens.
Over the last 35 years, Dawlance has not only developed the largest
dealer network but has also established the largest after-sales service
across Pakistan.

Positioning Statement:
For all age groups, Dawlance home appliances make your house a complete home, ensuring an
ease in customer’s daily life. Our prime focus is to provide supreme quality home appliances
with H-Zone technology that make sure not to compromise to our customers health by keeping
germs and bacterias away.