OLPER’S 

MILK
March 26, 2010 in Brands

Engro Foods had only recently been established by Engro a traditional giant in Pakistan’s chemical and
fertilizer industry. Engro Foods launched Olper’s Milk after long tenure of consumer research and time
and money consumption. During this time they are continuing observing the issues with the packed
milk. After three years of their launch Olper’s Milk gain reputation among consumers and now
currently holding 30 percent of market share. Within the dairy market, company now has a diverse
portfolio of products ranging from different types of cream to premium low fat milk.

The packaged milk category was originated in 1981 by Milk Pak, which pioneered tetra pack milk in
Pakistan. The supply chain involved collecting milk from rural areas across Punjab, processing the milk
through UHT (Ultra-High Temperature Processing) treatment, and selling it to consumers in uniquely
colored triangular and rectangular packs designed. By 2006, the dairy milk category was growing at
20 percent annually. Brands like Milk Pak (owned by Nestle) and Haleeb Milk (from Haleeb Foods) had
led the dairy market in the world’s fourth largest milk producing country for nearly two decades
without any real sustained competition. Milk Pak was identified by its green and white packaging the
colors of the country and offered a brand backed with the strong equity of Nestle. Haleeb was
recognized as the blue brand, and professed to have the “naturally thickest” milk.

Olper’s has woken up the competition. Milk Pak responded with campaigns of its own to reaffirm the
positive equity of its brand. Haleeb implemented a response as well. And Olper’s stars cutting its
market share after competition become fierce.

Olper’s, however, stepped into the foray by launching a massive campaign that started off with an
introductory slice-of-life. Olper’s as a contemporary and modern brand as the name itself made sound
like a foreign brand, giving the perception of quality. To a large extent, they were successful. Secondly
they did some product changes picking red as the brand color in spite of greens and blues color also
helped to enhance the in-store visibility and presence for Olper’s packaged milk, and disassociation
from its competition. Thirdly they highlighted and expanded upon the various occasions in which milk
could and should use and making it “All Purpose Milk”.

Engro Foods has recently expanded its brands portfolio by launching a premium quality ice cream with
the name of Omore. Omore started its sales from the city of Lahore because of the culturally inheritor
of celebrator of festival of colors i.e. The Spring Festival. They have started off with 24 different packs
and flavors that attract kids and adults from all walks of life.