Q:Identify the companies which are operating in Pakistan and what

kind of competitive strategies they are applying on them?

We are concerned with the marketing strategies of Pakistani companies ,there are
many companies such as milk pack ,olipers,tarang,candia milk which are leader,
challenger, follower and nicher respectively.

Leader;
Milk pack is a multinational company having association with brand awareness,
perceived value, quality and loyalty towards the brand and also it is operating its
operation in Pakistan and due to its complex competitive strategies it is leader in
the milk nowadays as it has gained a huge target market starting from kids and
ends at the old age people including youngsters, men, women, rual and urban
area people and etc.

One reason of milk pack for enjoying its leaderships can be its changing strategies
in its slogans ,packaging, tastes and it has expanding and defending a huge market
share, and new customers.

1) Expanding market share: it has expanded its market share in urban as well as in
rural areas by

-extensive usage of product by customers

-by attracting the new customers

2)defending market share;they are providing superior value to the customers by

using the following defences;
-position defence: as its brand equity representing its right position in the minds
of customers

-flank defence; prices are well defined according to the packaging sizes of cake for
customers

-mobile defense; milk pack is capturing almost all over Pakistan

Challenger;
Challenger are those who are either directly or indirectly attacking the leaders or
whole industry or some local or specific area and in leader and challenger the one
who has higher resources will win, as in olipers is the challenger of milk pack as
like milk pack it is a multinational company operating its function in Pakistan but
due to its weak marketing strategies it could not gain that position which has coke
nowadays but still it is giving the tough competition to coke and they can use the
following strategies to give them a strong competition ;

1) Frontal attack: olipers is trying to give the good price, quality, promotion, and
the superior values according to their resources in competition with the milk
pack.

2) Encirclement attack;olipers is giving more and more promotional activities as in

advertisement ,in direct marketing by posters, banners and television
commercials.

3)gorilla attack; olipers do sudden attack in special events like ramzan

commercials.
Followers
Follows are those people who are generally following the market leaders and they
are not innovators and creators , the products they are introducing are already
present in the market, they are just taking there lead ,as tarang is the follower of
milk pack and olipers in the market.

1)clone strategy: tarang makes little variation like its packaging ,taste as well as
distribution and designing, according to pepsi and coke

2)adapter: tarang is trying to adapt complete activities including all the 4 p’s of
marketing of its competitors .

Nicher
Nicher are those who are sevring a small group or market segment for ther
marketing .they have high margins and low profit due to its limited target
market.it doesnot follow any strategy because its volume is low and customer
don’t switch to other product until its monopoly breaks.it .the nicher with
accordance milk pack , olipers , tarang are candia favoured milk which are only
serving a small segment of people who are interested in favoured milk

1) Customer based : the only strategy it is using is specificly focusing the kids
and teenagers