Olper’s Lassi

TABLE OF CONTENTS
Executive Summary 3
Subject Matter ……………………………………………………………………………………..3
Background ………………………………………………………………………………………..3
Findings & Conclusion………………………………………………………………………….…4
Report 5
Introduction 5
Benefit Basis………………………………………………………………………………6
Methodology ………………………………………………………………………………………6
Findings …………………………………………………………………………………………...7
Payroll System……………………………………………………………………………7
Employee Benefits ………………………………………………………………………10
Conclusion ……………………………………………………………………………………….12
Recommendations ……………………………………………………………………………......12
References/Bibliography ……………………………………………………………………………….13

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 Olper’s Lassi

EXECUTIVE SUMMARY
Subject Matter
Positioning is in the mind of the consumer and can be described as how the product is
considered by that consumer. When any person thinks of Olper’s Lassi, the first thing that would
come to his mind is freshness and health. This affinity between the brand and the consumer leads
to a high degree of loyalty and makes the purchasing decision easier.
The reason for repositioning “Olper’s Lassi” was because of its rich cultural heritage in our
geographical region, which has been forgotten. Repositioning of the product was done based on a
few factors, which we thought were underestimated or completely ignored.
Product repositioning was done based on demographics, lifestyle, sociocultural, usage situation,
value, loyalty and relationship, consumer preferences and social class.
We repositioned “Olper’s Lassi” as a healthy organic dairy product for the convenience of our
consumers, so that they will have easy accessibility to healthy lassi. Consumption of lassi was
not high the reason for which was the inconvenient preparation of homemade lassi, we wanted to
position rather introduce our product in the market which can satisfy the needs of our consumer
and can be trusted as a healthy product for their families and themselves.

Background

Olper’s lassi has been a failed product, since it was introduced in the market. Due to Olper’s
short sightedness they failed to position it in the market with a positive image. They were not
able to generate profitable amount of sales. Their target market was not clear, such as they
targeted only young people whereas lassi is liked and consumed by people of all age groups.
The taste of Olper’s lassi is different from the genuine taste of lassi. Drinks like lassi need to
have flavors that are more traditional rather than that of the fruit juices like strawberry etc.
It provides information about the employee benefits provided by the company. And how they
vary from company to company and from an employee to another employee. When an employee
is eligible for such benefits. Whether the employees can customize their individual benefits
programs or are there any more selective programs which they can choose for themselves.
Furthermore, are these strategies or policies being changeable or not. All these are the core
elements on which this report is based.

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REPORT
Introduction
Engro Foods has spawned several brands like Tarang, Olper’s and Omore; These brands provide
dairy products for households. The product under consideration, Olper’s Lassi, has been in
consumers mind as a desi product which was positioned originally as a desi and trendy drink for
its consumers who thought of it as a healthy product.
Not very successful in conveying its message across market they failed to make appropriate sales
of the so-called trendy drink. One of the reasons for the failure was the marketing myopia they
fell into.
Secondly, the blunder that we think Olper’s lassi made was the packaging of its product.
Although, learning from the company’s already failed product “Omung Lassi” they changed the
prices of its products and replaced the traditional straw with a cap but still didn’t caught the
attention they were expecting to seek. The reason behind this failure was that consumers doesn’t
want drinks like lassi to be consumed in that behavior it needed a more traditional packaging that
would have targeted its consumers.
Thirdly, the mistake they made was introducing the already common flavors in the market such
as strawberry, mango and chocolate. Thus, not adding any new flavor or any appropriate flavor
that would have originally suited the drink’s nature. Lassi is considered as a pure product from
yogurt and thus does not need any added flavors that would mix it with the common milkshakes
and juices.
Olper’s lassi also failed to recognize its competitors or substitutes, for what they were offering
and hoe their product differ from its substitutes in different ways. There is no Unique Selling
Proposition that can be seen in the product’s slogan or taglines. All it says is about desi and
trendy things which doesn’t seems too catchy to its customer. Nor has its benefits been conveyed
as a very healthy substitute in comparison with the soft drinks and milkshakes with added
preservatives.
Targeting audience from corporations is not a wise step for such a desi drink, as it would go
against the already established image of a corporation i.e. formal. There couldn’t be observed
much in their commercial as there is nothing more than people chilling while drinking lassi. No
specific target market can be seen in their Advertisements or their taglines like Lassi to phassi
that don’t make any sense at all to the customers. The failure to target a specific segment of the
market is one of the most important factors in its downfall.

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One of the reasons we are repositioning Olper’s Lassi is because we think it wasn’t positioned in
consumers mind as it should’ve been. We have made changes that would reposition in our
consumers mind as a drink with a separate fanbase. Lassi is a natural and pure drink that should
be made available in its natural form however with some changes that would suit the nature of
the Lassi.
The first change that was made is changing the packaging of the product, replacing the boxes
with bottles that would give the Lassi a trendier and more desi look. Consumers would prefer
drinks like water milk and lassi in bottle for rather than box form package. The reason for going
with a bottled form is rejecting the idea of tetra packing and to avoid using large amounts of
added preservatives that goes against the pure and healthy nature of Lassi. The product would
thus now have a life of 6-7 days after which it will expire; and that’s how dairy products are
packaged and consumed an example of which is day fresh’s flavored milk and Prema Milk.
New flavors will be introduced in this specific product. However, the number of flavors will vary
between the different sizes of bottled lassi as per need of individuals and groups of people. Our
product Olper’s Lassi is a family oriented and individually consumed product.
Sizes of bottled lassi with their available flavors are listed below:
 350ml PKR40 (Sweet, Salty, dry Fruit, Spiced Kiwi & Mint, Kesar,
Chatni)
 500ml PKR55 (Sweet, Salty, dry Fruit, Spiced Kiwi & Mint, Chatni)
 1.5litre PKR100 (Sweet, salty, Dry Fruit)
 2.2litre PKR150 (Sweet, salty, Dry Fruit)
As elder family members and aged people prefer the vary traditional flavors the 1.5litre and
2.2litre bottles are only available in 3 basic flavors. However, the smaller bottled lassi have more
flavors to meet individual needs and taste. Flavors like mango, strawberry, banana and chocolate
were rejected as they didn’t suit our product and were much more like flavors of milkshake and
juices.
There is no direct competitor to Olper’s lassi however, it has many substitutes like juices, soft
drinks, milkshakes and flavored milk. But when it comes to lassi it has the greatest richness
among all its substitutes. People consume these substitutes while having lunch, dinner or even in
family gatherings. Soft drinks and packaged milkshakes not very healthy need to be replaced
with something that has fewer chemicals and preservatives. To position our product, it is very
necessary that we first identify our consumer market and an appropriate market segment which
will help us in introducing our product to them. Our bottled lassi is priced a little higher than its
predecessor to show the Just noticeable difference.
However, Olper’s lassi is priced a little higher than its substitutes to show the clear difference
among them. We have targeted health and affordability to ensure high sales of the product. If one
observes closely s/he can see that the prices of our products are not very high and are in the

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range of Upper Middle class and middle class. Usually people prefer to make lassi at their own
home but with such affordable prices and healthy products our consumers will buy our product
as it will save their time and the availability of the product is higher. They can depend on our
product for the rest of their lives. It has no age limits as there is no harmful ingredients present in
the lassi.

Product Repositioning Statement

The old positioning statement of Olper’s Lassi was, “Desi Gulp, Trendy Ghoont”. The new
positioning statement for Olper’s is “Family, Nature & Health, All Together”. Olper’s Lassi has
been repositioned from a very desi drink to a healthy convenient dairy product, with high
availability in market. In past its price has no different than its competitor and substitutes which
made it difficult to be differentiated and identified from others. High quality with relatively
higher price and accessibility makes it a very convenient product perfect for every home.

Market Situation Analysis

1. Criteria for Effective Target Market
 Identifiable
As Lassi is traditional drink and consumed nation-wide by every age group. Homemade Lassi
fulfills the requirement of many people. Whereas individuals prefer open lassi, available in
market. As Lassi has a large open market and deliver great benefits to consumers, its target
market is identifiable.
As Lassi is well-known and widely consumed product, introducing Lassi under the name of well-
established brand “Olper’s” will give Lassi a unique image in consumers’ mind.
 Sizable
Lassi has a very broad target market and is extensively consumed throughout Pakistan. Its target
market is stable as people prefer Lassi among other substitutes. Due to its consumption, it has an
effective target market that is sizable.
 Stable
As discussed earlier, Lassi is consumed extensively by many people, its market is stable. Its
demand reaches to peak during summer season. Whereas, in winters, demand drastically
decreases. But, due to different weather situations in different areas or provinces of Pakistan, its
target market is profitable.

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 Accessible
You can easily find local Lassi in most of the markets in Pakistan. It is generally a fast-moving-
consumer-good, which give an advantage of widely available.
As we decided to provide packaged Lassi under the name of Olper’s, it will be distributed on a
large scale, i.e. grocery stores and cash & carry.
2. Consumer-Rooted Segmentation
 Demographics
Lassi target market consists of all-age group people and all genders. There is no specific group as
it is used by general population of Pakistan.
But, for Olper’s Lassi, a social class has been decided and targeted i.e. Middle-middle and
Upper-middle class.
 Geodemographics
There is no specific geodemographic for open lassi as it is consumed nationwide and by every
age range, and all genders.
Olper’s lassi will tap every market in Pakistan, but we segmented mostly working women of
upper and middle class who prefer healthy lifestyle.
 Lifestyle
It is preferred by desi people, mostly lower or middle class of Pakistan. Most of the people do
not drink open lassi due to health issues, or they prefer homemade lassi.
We positioned Olper’s lassi as a healthy and family-oriented product, which will be preferred by
working upper and middle-class people.
 Socio-cultural
Lassi has its own cultural and social value in Pakistan. It is culturally-influenced and socially-
acceptable product which leads to its maximum consumption and sales.

3. Competitive Situation
 Competitors
Olper’s has the benefit of no competitor who produces packaged lassi in Pakistani market. But it
has a direct competition with local market lassi, which generate the sales revenue up-to 95% of
local market. Local lassi producers have certain strengths and weaknesses, based on these
findings we decided an efficient strategy for packaged lassi.
Many open lassi retailers are seasonal, they operate mainly during summers, rainy and festivals.
While some of them operate throughout the year. But these retailers are not evenly distrusted in

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market. The retail price of open lassi varies from PKR30 to PKR80, from which they generate a
profit margin of more than 100%
Most of the people like lassi but prefer not to consume due to health affections. They consider
open lassi injurious to health, based on which we came up with the idea of a healthy packaged
lassi.
 Substitutes
There are always been several substitutes to organic products such as Lassi, we too have a few
substitutes among them the major ones are: juices, soft drinks, flavored Milk.
Juices are rich in vitamins however, they contain a high amount of preservatives and artificial
flavors which fails to provide the value they guarantee to its consumers, moreover juices are
usually not consumed with meals and in family gatherings.
Soft drinks are widely used and extensively consumed in Pakistan. Carbonated drinks are
consumed with meals and after meals. Carbonated drinks such as Coca Cola has always
associated itself with family and is generally-accepted but can be injurious to health if consumed
repetitively.
Flavored milk has a small and unstable target market. People usually do not prefer flavored milks
and would like something more natural that is free of artificial flavors.

Trend Occurring in the Market Segment

1. Basic Segmentation
There are two basic market segment trends occurring in market i.e. B2B and B2C Segmentation
B2B (Business-to-business) is a single/vertical market, mostly relationship driven, leads
nurturing, and have small focused target market. It has a longer sales cycle. In B2B, buyer not
spend their own money and the buying decision is based on business value and brand.
Whereas B2C (Business-to-consumer) has a shorter sales cycle, product-driven orientation, and a
convincing sales style. Consumers use it to communicate with the brands. They invest their own
money to buy the product with higher likelihood of emotional or impulse buying. B2C has a
large target market and allow availability of choice for the consumers.
On the bases of these trends, Olper’s Lassi uses B2C segmentation, as it is a FMCG (Fast
Moving Consumer Good) having many competitors and substitutes available in market. Lassi
also has a large target market and emotional buyer motivation. It is not a single/vertical market
product, it has mass distribution cycle to be available for everyone.

2. Consumption-Specific Segment
 Usage Situation

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In Pakistani market, Lassi is widely available. While some of the consumers prefer homemade
lassi. In both the cases, consumers have the same usage situation due to the benefits covered by
lassi and a cultural heritage.
Lassi is traditionally a summer season product, having more usage in summer and a hot weather.
Its sales increases in summer but decreases in winters with the same rate. Moreover, people
usually prefer to consume lassi in family gatherings, after lunch or dinner.
By associating Lassi with only summer season, it will eventually result in decrease in sales in
other seasons. So, we have just introduced Olper’s Lassi as a Family-oriented healthy product.
 Benefits Segmentation
Lassi is a traditional drink and it is used as a refreshment drink, especially in summer season.
Lassi, as a drink has several advantages. First, it refreshes its consumers and acts as a better
filler. Lassi is also good for those who have high blood pressure, acidity and sugar, because it
contains milk and yogurt that is coolant by nature and reduces blood pressure, sugar and acidity.
It is a more nutritious and healthy drink, due to which it is consumed by people of all ages. Most
importantly, Lassi has the potential to take place of carbonated drinks.
 Perceived Brand Loyalty
Olper’s provide different dairy products, positioning them with health, results in greater brand
loyalty. Loyalty consist of three elements i.e. perceived value, service quality, and brand trust.
Generally, people perceive Olper’s is delivering the high value to them and a greater service
quality, which leads people to trust Olper’s.
Due to the tendency of stimulus generalization, people will perceive a positive image of Olper’s
Lassi, as it is directly linked with Olper’s other dairy products.
 Brand Relationship
People have usually good relationship with Olper’s. Most of its customers are satisfied with the
Olper’s dairy products. A large group of target market prefer Olper’s dairy products among other
products like Nurpur, Good Milk, Anhaar. But still, Olper’s have many strong competitors in
market.

Consumer profile
Segmenting Attributes
 Preference
In Lassi market, people usually prefer open market lassi at less price. The open lassi lack health,
due to which people shift from market open lassi to homemade lassi.

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As we decided to tap upper and middle class, they usually are professionals or working class,
which prefer to consume convenience products and they are also more health conscious. For this
reason, we decided to position Olper’s lassi as family-oriented healthy lassi.
 Stage of Life
By dividing target market by age, there is no any age limit to consume lassi. It is consumed by
every age group people, either individually or with family.
Traditionally, lassi is more family-oriented and after-lunch/dinner consumable good. Due to its
family-orientation, it fulfills the “Love and Belonging” needs of people according to Maslow’s
Hierarchy of Needs theory.
 Flavor
Family prefer traditional flavors i.e. Sweat/Salty, instead of trendier flavors i.e. Strawberry,
mango, mint etc. Whereas individuals like variety of flavors, as every individual have different
choices/perspectives/priorities.
So, we decided to keep only traditional flavors in family packaging, while providing variety of
different flavors for individuals.

 Price
People perceive quality with respect to price. If the price is low, quality is also low and vise-
versa. Open lassi tap mostly lower and middle class, who are more price sensitive. Their target
market does not concern about health. They usually prefer vendors with lower prices and more
quantity.
So, as to be different from Olper’s lassi competitor, open lassi, we decided to keep prices slightly
high at differential threshold, so that our target market, upper and middle class, can easily
differentiate Olper’s lassi from that of competitors while evaluating based on health.
 Quality
Quality is judged by two aspects i.e. one is by price and the other is quality itself. Making prices
high reflects high quality perception. On the other hand, people also judge the quality itself also.
Olper’s quality is increased by changing is packaging from juice-boxes to bottled lassi which
results in less preservatives and become healthier.

Research Evaluations
We conducted research on our specific target segment to confirm our findings in previous
headings. The results were parallel to the strategies that we designed earlier. Most of the people
like the new positioning concept and strategies. They really want to have a packaged lassi in
market which is healthier than the open lassi. Now a days, people are more concerned with their

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health and want some health and hygiene food. The research also shows that the Market
open/loose lassi is a strong competitor of us. But also realizes that almost 60% people are not
satisfied with them. These people are more comparable to our target market.
Moreover, as we concluded that Olper’s dairy products are perceived as an excellent or at least a
fair product, research also shown that 95.2 % people voted Olper’s between excellent and fair
brand.
We decided to change Olper’s lassi packaging to avoid preservatives which are not liked my
many people. At which 71.4 % people voted that they are not satisfied with more preservatives
and want product which is free of preservatives or use at least fewer preservatives. They need
change in packaging of lassi from that of juices to bottle.
Furthermore, people also voted for lassi as a family-oriented product. 70.7 % people prefer
consuming lassi with family. We also targeted and repositioned lassi as a family associated
product and can be consumed after lunch/dinner.

Product Positioning Statement Evaluation

“Family, nature, and health all together” is the new positioning statement we decided.
Results in survey justified all three aspects that were in the new positioning statement. First,
people voted lassi as family-oriented in the survey. They prefer consuming lassi with family
which justify the element “Family” in our new positioning statement. We used “Nature” in terms
of natural, and the vote of people for using less preservative and healthy products justified it.
These consumer preferences make our positioning statement valid and more capturing for our
target market.

Marketing Mix Recommendations

Product

Our targeted consumers are families of the upper-middle and middle-middle class and in the
habit of healthy living. We are using fear appeal for advertising to make our target consumer
alert about the open lassi and persuade them to consume healthy packaged lassi with family.
The research shows that people do not like preservative products and want change in packaging
of previous lassi. We changed packaging to bottled lassi, as it contains less preservatives and is
healthier.
Price

Prices of Olper’s lassi has been intentionally increased as the overall quality of the product has
been improved; People attribute quality with price. The idea of differential threshold has been
kept in mind while changing the price as it will differentiate our product in its own ways from its
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competitors and substitutes. Prices vary between sizes of packaged lassi ranging from PKR40
and PKR150.
Promotion

Fear Appeal will be used in our advertisement which will make our target market aware of the
unhealthy and injurious factors of open lassi and the substitutes. Fear Appeal will be one of the
most effective promotional strategy for our product as its tagline says it clearly “Family, Nature
and Health altogether” which will strengthen our position in market as a healthy drink.
Our advertising objective is to inform health conscious consumers about our product which his
healthier than its substitutes and competitor.
We will promote our product through TV advertisements, Bill boards, health related magazines,
Internet and social media. But our focus of promotional strategies would be on TV
advertisements and internet due to the survey that we conducted. Statistically, 64.1% recipients
became aware of our previous product through Internet and TV. This means that most of our
target market is active on social media or internet and spends time in front of TVs.
Place

Producer Retailer Consumer

Olper’s Lassi will be distributed through retailers to consumers directly, without involving any
whole seller. The reason for which is the increased length between producer and consumer,
which will negatively affect the relationship between producer and consumer. Secondly, the
price the producer must pay to the whole seller will be cut hence resulting in more profit to the
brand.

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REFERENCES

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PERCEPTUAL MAPS

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QUESTIONNAIRE
1. Sex
a. Male
b. Female
c. Prefer not to say
2. Age
a. Below 20 years
b. 21-35 years
c. 36-45 years
d. Above 45 Years
3. Do you drink Lassi? If yes, then how often?
a. Daily
b. Less than thrice a week
c. More than thrice a week
d. I don’t drink lassi
4. What is your opinion about Olper’s dairy products?
a. Excellent
b. Good
c. Average
d. Poor
5. Have you ever tried Olper’s Lassi?
a. Yes
b. No
6. Where did you first come to know about Olper’s Lassi?
a. T.V Advertisements
b. Friends
c. Bill Board
d. Internet
e. Any other source, please specify_______________
7. Are you satisfied with products using preservatives, or you prefer Non/fewer preservative
drinks?
a. More preservatives
b. Less preservatives
8. Do you think the packaging of lassi should be different than that of juices?
a. Yes
b. No
c. May be
9. Do you like the concept of Bottled Lassi?
a. Yes
b. No

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10. Are you satisfied with local/open lassi, or you prefer packed healthy lassi?
a. Local/open lassi
b. Packed lassi
11. How do you prefer consuming Lassi, individually or with family?
a. Individually
b. With family
12. Do you think Olper’s lassi shall have more traditional flavors? Like Mint etc.
a. Yes
b. No
c. May be

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FREQUENCIES

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