Group Presentation- Principles Of Marketing

Syed Anas Abdali

Maaz-ul-Haq
Kamran Ahmed
Areeba Shafiq
Ayesha Afzal
M.Hussain
Noeman Taj
M.Hashim Ashraf

Ma’am Nadia Raheem

 INTRODUCTION OF ENGRO FOODS

• Engro Foods (Pvt.) Limited (EFL) was

established in 2005 as part of diversification
process at Engro Group.

• Engro Foods Limited is an 87% owned subsidiary

engaged in the manufacturing, processing and
marketing of dairy products, ice cream and fruit
juices.

• The business owns two milk processing plants in Sukkur

& Sahiwal and operates a dairy farm in Nara.
 Competitor’s Analysis and
Competing Products

a) Nestle Milk Pak

b) Good milk

• A perception Olpers milk falls in the

challenger.

• Milk Pak by Nestle have the dairy

market fourth highest milk producing
country for nearly two decades
 Market Development of Olpers

• Hard for Engro Foods to enter

in the market where two
company already exits with
their leading brands.

• All the customers like to drink a

fresh milk or processed milk.

• The needs of the customers

are merely similar
 Targeted Market Segments:

Well, in the milk sector it is observed that all of the customers have
same type of needs and wants or in other words, the customers have
similar preferences.

a) The milk should also be clear and the milk should also be free from all
germ.

b) It should be carefully processed.

c) It should be good for health and bones.

SEGMENTING AND TARGETING THE MARKET FOR
OLPER’S

Olper’s segments the market keeping some basic things in

mind like:

• Milk to be white,

• Carefully processed,

• Good for health and bones.

 SEGMENTATION METHOD:

a) DEMOGRAPHIC SEGMENTATION:

• Not for any sort of ages, gender or lifecycle.

• The milk is for every one even.
• Is for both the upper families and the lower families.
b) PSYCHOGRAPHIC SEGMENTATION:

• Basically targets a physiographic segments

• Segmenting the markets more towards the
achievers and winner of their life.
• Also segmenting towards the passion that a
human carried and the life styles and values.
c) BEHAVIORAL SEGMENTATION:
• Extremely segmented on the basics of believe and
benefits that an individual receive in drinking a
processed milk (Olpers).
• The customer’s looks for the brands or the
product which is used for all purposes- Oplers
milk
 Targeting

Men Children

Housewives
 Milkpack vs Olpers milk
(regarding company)
Important
Maintaining Good packaging
Quality Milk
Price Quality
Maintaining
Maintain Quality Milk Customer Loyalty
Price Maintaining Customer
Brand Loyalty Brand
Weakness Strength

Occasional
concept of
Advertisement

Weak in
Advertisement

Unimportant
POSITIONING THE BRAND

• Packaging of Olper’s Products color

requite different and distinctive .

• The brand has been positioned as an

all purpose milk especially those who
live life to the fullest, hence its tag line,
“Olper’s mera intikhab.”

• They used the benefit positioning for

Olwell.

• Olper’s cream is positioned as good for

a specific use or application.
 1. Packaging:

• Unique strategy because of the color of the product

• It is also told that the milk is for all purpose
• It gives a complete meaning of life.
 2. Promotions:
• Straight forward promotional
strategy- Televisions
advertisements.
• Print ads especially placed on
shops,
• Radio commercials
• And a lot of below the line
activities.
Olper’s Advertisement Campaigns
 3. Price:

• Price of the Olpers is according to their sizes.

• The greater the size the greater the price.

• The prices are set according to the retailors and the supermarkets.
 Milkpack vs Olpers milk
(regarding customers)
Important
Maintaining Good packaging
Price Quality
Maintain Quality Milk
Not very good Price
Best milk Customer Loyalty
in Quality Not very good for
for Tea
Brand Tea Brand
Weakness Strength

Occasional
concept of
advertisement

Weak in
Advertisement

Unimportant
 Who Is The Product For?
• For all consumers. But, they are primarily
Focusing on the housewives.

• Focusing the children, by adding a value in

their product that “olpers is good for bones
and every child needs a healthy and fit body”.

• However, Focusing on the men division by

saying “that a tea is nothing without olpers.”
 The Difference That Olpers Carried Out as to Their Competitors:

a) Mentioning a Class System:

• Special focus on towards their class or reputation.
• The marketers of the Olpers prefer to have a quality in their class also.

b) Packaging:
• Apparently, the best part about the Olpers milk is, the
packaging that, they are providing.
c) Creative Styles of Promotion:
• Promotion activities of the Olpers milk also help this product to
survive in this market.
• The diary milk market is led by milkpak but, due to the promotional
activities- The product successfully achieved their place in the
market.
 d) Positioning Gaps:
Well, according to our research, the positioning gaps that are found in
the Olper’s milk are,

• The advertisement tells that the milk is also for usage of tea but, most
of the customers said that, the milk doesn’t taste good when they add
it, in to tea.

• Also, according to the customers the price should also need to be low
because the lower class cannot effort it.

• The color of the olper’s milk is not pure white as compare to milkpak.
a. Olper’s milk should maintain there prices for lower class also.

b. Should make their taste better. According to the customers

perception they feel that the taste of the Olper’s milk should be
changed.
c. Should improve their quality as per the color. The color of the milk
is not as pure as loose milk so the company should also provide pure
white milk.
 Recommendation:
d. Should maintain their thickness. Another issue is a thickness of
milk that should be change because a loose milk is not that much
thick as to Olper’s milk.

e. The customers are now bored with the unique packaging

therefore company should change their packaging.
Olper’s milk is very fast growing product. It
established itself in market in a very short time.
By this speed it, just in 2 or 3 years it will take
over of all its competitors.
For Any Queries, Mail Us At
contact.anasabdali@gmail.com