MARKETING TERM REPORT

MADE BY
FATIMA SARWAR (GROUP LEADER) (20201-28676)
ALEENA MUBASHIR (20201-28203)
MINAHIL FATIMA (20201-28110)
MUHAMMAD AHSAN KHAN (20201-27410)
HAYA IQBAL (20201-28530)
SHAHZAIB SHAHID
 TABLE OF CONTENTS
LETTER OF TRANSMITTAL......................................................................................................................4
ACKNOWLEDGEMENT...........................................................................................................................5
Executive summary................................................................................................................................6
INTRODUCTION OF ENGRO FOODS..............................................................................................7
PRODUCTS OF ENGRO...................................................................7

MISION AND VISION STATEMENT OF ENGRO...................................................................8

OBJECTIVES OF ENGRO FOODS..................................................................9

HISTORY OF OLPERS..................................................................9

OLPERS LOGO......................................................................................................................................10
UNIQUE SELLING POINT......................................................................................................................11
CUSTOMER PERCEIVED VALUE............................................................................................................11
Elaboration of customer perceived value............................................................................................11
BRAND PHILOSOPHY...........................................................................................................................12
SEGMENTATION..................................................................................................................................12
Types of market segmentation........................................................................................................12
TARGETING..........................................................................................................................................14
POSITIONING.......................................................................................................................................15
Positioning of Olpers and Consumer Perception........................................................................15
Position map of Olpers relative to its competitors...................................................................16

Perceptual map of Olpers….....................................................................................................17

THE 4 P’S OF MARKETING....................................................................................................................18
Product and Packaging.....................................................................................................................18
Price.................................................................................................................................................19
Promotion........................................................................................................................................20
Place................................................................................................................................................21
Brand development.........................................................................................................................23

BCG MATRIX OF Olpers WITH ITS COMPETITORS................................................................................24

BCG MATRIX OF Olpers WITH ITS PRODUCT RANGES......................................................................26
OVERVIEW OF SWOT ANALYSIS...........................................................................................................28
Strengths in the SWOT Analysis of olpers........................................................................................28
Weaknesses in the SWOT Analysis of olpers....................................................................................29
 Opportunities in the SWOT Analysis of olpers.................................................................................29
Threats in the SWOT Analysis of olpers...........................................................................................30
PESTLE ANALYSIS.................................................................................................................................30
CONSUMER BEHAVIOR........................................................................................................................31
Types of buying decision behavior...................................................................................................32
Buying decision process...................................................................................................................33
FACTORS AFFECTING THE BUYING DECISION PROCESS.......................................................................34
RECOMMENDATIONS..........................................................................................................................35
LETTER OF TRANSMITAL
4th April, 2021
Ma’am Asma Rehman
Principal of Marketing
Institute of Business Management
Respected Ma’am,
We submit our Olpers marketing report. The study provides a
detailed image of the marketing department of Olpers. We
hope that the study satisfies the criteria and meets your
requirements.

We thank you for your assistance and advice in producing

this study. We'll be really nice requests relevant to the article
must be entered.
Thank you.
Sincerely,
Fatima Sarwar
Aleena Mubashir
Haya Iqbal
Minahil Fatima
Muhammad Ahsan Khan
Shazaib Shahid
ACKNOWLEDGEMENT:

First of all, I would like to thank our group member Ahsan Khan for
arranging our interview with Sir Mohsin Hafeez (Shopper Marketing
Manager) at Olper’s, Omung & Fats. We are highly grateful to him
for his guidance and support as well as the necessary information he
provided regarding the project.
Lastly, I would also like to acknowledge and thank all of the group
members for their constant effort and full dedication until the end of
the submission.
EXECUTIVE SUMMARY:

This study contains interesting knowledge about the private fertilizer

firm Engro Pakistan ltd., which has a 21 percent stake in the dairy
food industry. Pakistan has established a 100% subsidiary investment
in milk produced by the dairy factory, rising at about 20 percent per
annum; olpers achieved a peak market share of 12.3 percent within six
months after the launch of olper's other products; olwell (high
calcium- low-fat milk) expects to raise the production volume of the
dairy product portfolio to 200 percent. External strength Political,
economic, social and technical influences affect the success of a
business while external influences of a sector are key players in the
food industry. Nestle is the leader with a traditional 41 percent market
share; packaged milk potentials are young consumers, so Engro's
foodstuffs has a strong countrywide consumer base.

Following the environmental factors, a situational analysis of the

brand, i.e., a swot analysis, was presented. Growth plans and
marketing mix tools are also discussed. Finally, at the end of the
report, we present some recommendations that we believe are
appropriate.
INTRODUCTION OF ENGRO FOODS:

Engro Chemical Pakistan Ltd. is one of Pakistan's most famous companies with
more than 40 years of diverse industry activities in fertiliser and chemical
sectors, and Engro is a subordinate. Engro Chemical Pakistan Ltd. Engro Foods
began its business in March 2006 with the successful launch of Olpers Milk,
Tarang, Olwell and Olpers Cream and has become a leading player in the food
business. There are now two processing plants in Sukkur and Sahiwal. The
supply chain of engro has prepared for the growing sales of the goods due to
the expanded network of milk collections.

PRODUCTS OF ENGRO FOODS:

Engro foods has a diversified range of products including Olpers, dairy omung,
tarang and omore and much more.
MISSION STATEMENT:
The Mission statement of Engro Foods state that:

Build branded food business to improve quality of life

by offering tasty, affordable and high nutritional
products to our consumer’s while maximizing
stakeholder’s value.

VISION STATEMENT:
The Vision statement of Engro Foods state that:

To be the premier enterprise with a global reach

passionately perusing value creation for all stakeholders.
They are making concrete efforts to expand in and
beyond Pakistan; through strategic international
alliances, to eventually become global vision.
OBJECTIVES OF ENGRO FOODS:
The two main objectives of Engro Foods are:
1. To supply the consumers with their favorite dairy products and satisfy the
consumer needs and wants.
2. To increase the value for the stakeholders and the company, they are
aiming to be a major player in the food industry.

HISTORY OF OLPERS/ MARKETING RESEARCH

CONDUCTED BY ENGRO WHILE LAUNCHING OLPERS:

The organized data collection, architecture, interpretation and reporting is

summarized as marketing research. There are a number of risks when a new
product is launched and especially when a business chooses to enter a whole
new area that it has not covered before. Thus, major companies execute
marketing with the research and development department in order to reduce
the amount of threats to be triumphant. Also organizations without R&D also
conduct marketing research through other companies that conduct market
research. One of these companies, A.C Nielson, carried out marketing studies
in ENGRO foods as a result of the campaign to grow into a new market.
Because of certain government restrictions, Engro was unable to set up a new
fertilizer factory. They came up with many alternatives, including
telecommunications and power stations, and found that the food industry was
the most promising. Engro carried out an exploratory analysis as its principal
objective was to illuminate the true essence of the issue which was to diversify
into the emerging industry and to choose potential new options and plans.
The company discovered during research that people like multipurpose milk,
such as drinks, tea whiteners, etc., so that a milk can be used for all common
purposes is made. Until OLPERS was introduced, the firm already had 1200
titles.
The company decided to diversify and incorporate further product lines as the
brand was launched, for which they carried out a further marketing analysis.
The study began with the secondary data as previously available. However,
secondary data were not sufficient such that primary data were collected. They
first conducted surveys to understand views and desires of people and to meet
the key requirements of additional items. Observational analysis was also
carried out using the shadowing approach to study individuals in diverse
environments. The business then used the knowledge to find people's brand
preferences, to study their purchasing process and to find out about the best
options in foodstuffs. They have conducted multiple interviews with different
types of people to obtain insights into the brand and the knowledge needed.
The study also included questionnaires to get customers' input on olpers and
the favorable responses inspired them to invest in and establish a new plant in
Sahiwal.
Since the data is gathered, further analysis was carried out to root out the
results of the data. Both types of statistical measures were used to know the
number of individuals who purchased brand, average and the dispersion
measure of the main variables.
Following inspection of the evidence, the decision-makers received the results
for the final judgement. Since the consumers received favorable reviews, the
policy makers agreed to introduce additional product lines. Two new brands
were later launched into the market, such as olwel diet milk and olpers cream.
OLPERS’ LOGO:
The OLPERS logo can be recognized for its striking red color, which its
customers can readily identify. OLPERS comes from two ALL and Intent words
which suggest that the company is able to use milk for
all purposes, e.g. for drinking, tea whitening and so
forth.
UNIQUE SELLING PREPOSITION:
The unique selling preposition (USP) of olpers is that it's an all-purpose milk
that promises hygiene and freshness with no compromise on taste. It is used for
children and adults for drinking purposes on a daily basis, making tea and
coffee, and also for making delicious desserts. Olpers is multipurpose milk that
fulfills all requirements of milk usage.

CUSTOMER PERCEIVED VALUE

BRAND
Reputation/ promise
VALUE
Delivery/use
Customer experience PRODUCT VALUE

RELATIONSHIPVALUE

ELABORATION OF CUSTOMER PERCEIVED VALUE:

Brand value: Olpers (a derivative of all purpose milk) gives an image of
imported brand and not the local one by its distinct name and due to this reason
consumer perceive olpers’ a high quality milk and premium brand. It’s a dairy
product which gives the positive message by showing the picture of happy
family.
Product value: Olpers always tries to target its customer by providing a wide
variety of milk for all income. It provides quality which is compatible to its
target market.
Relationship value: Olpers maintains best quality relationship with its
customer by providing after support services. For example, olpers deals with a
customer’s problems by responding to them on social media. Customers can
also call the number given at the back of the product.
 BRAND PHILOSOPHY:

Olper's is the world's 18th largest tetra pack consumer, as well as Pakistan's
second largest chilled milk collection company. The heart of olper's message is
that it aspires to be a part of customers' everyday lives and choices, as their
tagline states. “mera intikhab Olper's”. Engro Foods once stated at an event that
the company is a brand of advancement and recognizing consumer needs and
wants. and because olper's is a highly nutritious product and an all-purpose milk
for the entire family, people who want to stay happy, fresh, and productive keep
on buying olper's, and their mornings start with olper's “subah bakhair zindagi”.
Olper's has risen to the top of the food industry in just eleven years thanks to its
promise of healthy nutrition and commitment to sustainability, safety, and
convenience. Mothers who are constantly on the lookout for better nutrition for
their children will appreciate the brand's philosophy.

SEGMENTATION:
Market segmentation is the mechanism by which businesses split big,
heterogeneous customers in smaller, more competitive and efficient markets
with goods and services that meet their particular needs. Buyers in every
industry vary in their desires, money, places, behaviors to buy and activities to
buy. Through segmenting the market, marketers are dividing broad,
fragmented audiences into smaller divisions, which can be accessed more
easily and conveniently through goods and services that meet their specific
needs. In this section we address four critical segmentation topics: customer
segmentation, industry segmentation, foreign segments and efficient
segmentation criteria.
• Segmenting customer markets
• Segmenting business markets
• Segmenting global markets
• Requirements for effective segmentation
 SEGMENTING CONSUMER MARKETS: DEMOGRAPHIC
SEGMENTATION Business divides into categories based on variables
including age, gender, family sizes, family life, income, employment,
schooling, faith, ethnicity, generation and nationality
PSYCHOGRAPHIC SEGMENTATION Buyers are divided into various
age, lifestyle and/or personality classes
BEHAVIORAL SEGMENTATION Buyers are divided into classes
depending on their experience, behaviors, and use or product responses.
Many advertisers assume that conduct variables are the perfect starting point
for the construction of the market

• Opportunities: Opportunities. Buyers should be grouped as they like as

they have the idea to custom, really buy or use the things they buy.
Occasionally segmentation may allow companies to construct the use of
products.
• Searched benefits: Benefits Searched. A strong method of segmentation
group customers according to the various advantages they want from a
commodity. The segmentation of benefits includes the main advantages in
a product class that consumers want, the types of people looking for each
benefit, and the big brands that offer each benefit.
• State of User: User Status. Markets can be divided into non-users, ex-users,
future users, first time users, and current product users. Marketers want to
strengthen and maintain regular customers, recruit selected non-users and
strengthen ties with ex-users.
• Rate of use: Rate of use. Markets can also be divided into light, medium and
heavy consumers.
• State of loyalty: Status of loyalty. Consumer satisfaction can also segment a
market. Consumers will be faithful to brands (Tide), businesses (Target) and
businesses (Apple). Buyers may be classified by their degree of allegiance
into classes.

TARGETING:
TARGET MARKET SEGMENTS: Well, it is found in the milk sector that all
clients have the same kind of needs and desire or in other words that consumers
have identical tastes.
A) Milk should also be transparent and milk should be free of any germs as well.
B) It should be processed carefully.
C) It can be healthy for bones and health.
SEGMENTING AND TARGETING THE MARKET FOR OLPER’S
Olpers divisions of the industry take simple items into consideration: Olpers
divisions of the industry take simple items into consideration:
• milk to be white
• carefully prepared
• Good for bones and health.
They focus their business on areas close to urban areas and attract people of a
medium or high socioeconomic status. They have always been able to represent
the milking market. The product is special because magnesium, vitamins A and
C are added to the milk
POSITIONING OF OLPERS AND CONSUMER PERCEPTION

High quality
High price

Low price

Low price

The placement of a brand means putting or actually constructing it so that it

easily catches the interest of the target consumer. Olpers has been placed in a
role that has led to considerable client loyalty. The following techniques were
used to
1. The box differs from the bright colors of the red one. The most of its rivals
opted with more or less the same blue and green paint scheme. (For example,
Haleeb & Nestle).
2. As the most nutritious milk on the market, the commodity has been
highlighted. It can safely be said that Olpers has developed consumer intimacy,
claiming that the corresponding nutritional value given by milk meets the
customer's requirement. They provide their clients with assurance by
emphasizing Olpers’ value chain in their advertising.
 Olpers is a luxury brand of better quality at an extra discount. Customers view it
according to their situation. In order to expand their user base, though, they are
now trying to target LSM 1 and 2 to identify more customers.

POSITIONING MAP OF OLPERS RELATIVE TO ITS

COMPETITORS:

High price
High quality

Low quality

Low price

Olpers, the industry leader, is first, followed by Gourmet and good milk. They
market themselves as high-quality and high-priced.
Milk pak aims to position them as low price for high quality.
Haleeb want to be known as a Low priced, low quality brand.
Tarang wants to be known as a medium-priced, low quality brand.
PERCEPTUAL MAP OF OLPERS:
This perceptual map shows the perception of customers about specific
attributes of the milk in the market. The stylish and traditional is
represented on y-axis While, the economy and premium is represented
on x-axis. According to this customers percept olpers with premium
and stylish packaging.
MARKETING MIX STRATEGY OF OLPERS
PRICE:
The company adopts a competitive pricing strategy, the prices of competitors
are compared and then the price of product is determined. The price of Olpers’
vary according to the size of the pack. The 1.5 liter Pack is available at a price
of RS.220 while a 1 liter pack is of RS 160.

QUANTITY ORIGINAL (RS)

250 ML 42
1000 ML 160
1500 ML 220
1000 ML X 12 pcs. 200
OLPER’S FLAVOURED MILK 72
OLPER’S FULL CREAM MILK 48
POWDER (390 GM)
OLPER’S PROCAL 200 ML 4
PRODUCT:
The product comes in various sizes of 1500ml, 1000ml, 500ml and 250ml to facilitate all
customers. The red color of the pack that the product displays conveys the message that the
brand will fulfill its purpose in bringing to the customers the fresh and best quality milk. It
ensures quality through its UHT heated processor, 6 layers of tetra pack protection preserving
milk from bacteria and germs and with 3 months of shelf life.
The packaging of Olpers as also evolved overtime. It has introduced new packaging methods
to make consumer’s life easier. Olpers was the first in Pakistan to introduce heli-cap for easy
pouring and storing.
The packaging is also available in 3 SKUs, 250 ml Mini Jug Eco lean, 1000 ml Edge with cap
and 1500 ml of family brick for tetra.
PLACE:
The product is delivered through distributors, retailers, wholesalers and at
supermarkets. Effective distribution makes the milk easily available in urban
and rural areas targeting a wide range of customers. The distribution strategy
includes five major distribution areas, Karachi, Lahore, Islamabad, Multan, and
Peshawar. Olpers milk is available in around 80 cities across Pakistan.

PROMOTION
Promotional activities are carried out to attract the customers through
 Billboards
 televisions
 newspapers
 Special discounts to retail outlets.
 Testing milk is provided to major department stores so that people know
about the quality of the product they’ll use.
 An advertisement “Achai Kho Na Jaye” which showcased the importance
of nutrients in milk and UHT treatment of milk by Olper’s to keep the
nutrition intact.
Another campaign “Happy Subah with Olpers” advertised how Olpers delivers
to its customers the best milk filled with nutrition and showed the everyday use
of the milk in the in the lives of public.(TVC 2016)

 Additionally the Olper’s team had initiated a #fulfilherdream campaign in

Ramadan, aiming to give training to rural women in livestock. (TVC
2013)
 A very popular ad campaign “Har lehza hai momin” – poetry of Iqbal
was reflected in the video symbolizing the sacrifice and sharing in young
children. Olper’s reflected the message of purity, sharing and unity.
 BRAND DEVELOPMENT:

Existing product Category New product Category

Line Extension: Brand Extension:

1. Olpers milk 1. Oplers
Existing Brand

2. Olpers lite 2. Olfrute

3. Olpers flavor milk 3. Omore
4. Olpers Cream 4. Olpers tarka
5. Omung
6. Tarang

Multi Brand: New Brand:

1. Dairy Omung 1. Olfrute

2. Tarag 2. Omore
New Brand

3. Owsum
BCG MATRIX OF OLPERS AND ENGRO FOODS:

EXPLANATION:
In the BCG matrix I put two things in the star categories: Omore and Tarang
because, as you can see in the table 1, their growth rate is very high. In addition,
the ma. share is also increasing. Both goods are relatively new compared to their
competitors on the market and have a small market share, but viable alternatives
are still available. During this period of scarcity, this growth rate and market
share are incredible. Both these products have great promise, and the company
will greatly grow its market share by heavily investing in them. The
implementation of an investment plan is important. To sustain ongoing growth,
the company must continue to invest to maintain its current market share.
Olper is one of Engro foods' well-known brands and this has led to a dramatic shift In
Pakistan's diary industry. Before olper, haleeb and dairy pack were monopolised in the tetra
packaging sector, but many other brands like good milk, nurpur etc. were put on the market
after the olper success. The olper market now has a relatively high market share and
Pakistan's third-largest milk producer. Olper milk and cream fall under a brand nameolper
umbrella. In order to increase their present market share, Engro could use the Harvesting
Strategy and milk its cow for Omore and Tarang.

Engro food launched the first juice brand called Olfrute at the end of 2010. Olfrute has
relatively low market share, but the potential for growth is fairly high. Olfrute faces a
formidable rival with Nestle's solid brand name. The initial marketing and sales figures show
that this can be a good product, but the benefits of this brand are yet to be achieved. Engro
food also launched flavoured milk with owsum brand name in this particular era. While
half.b's experiences with candia were bitter, now only s. what can Engro do to make this
brand a success.

Olfrute 13%
Engro lauched a high calcium and low fat brand called Olwell. This has been a
major disappointment, and Olwell's market share relative to Nesvita is very
poor, and its sales are starting to decrease from last year estimates. Divesting
strategy can be used as market share began to lose over the last two years and
the market growth of the product is also sluggish.

BCG MATRIX OF OLPERS:

High market growth

Star Question Mark

Cash Cow Dog

Low market growth

High market share Low market Share

EXPLANATION :
Due to its high market share in the country compared to its growth rate, the
Olper's Milk is an Engro food cash cow brand. This ensures that the company
needs to spend less in and will benefit from the product since it is the main
revenue source in the product category. Engro Foods needs to "milk" this
product for the maintenance of its market place, otherwise the product might
become a star product. There is tough competition in the industry, and not just
investment, but efficient strategies are very critical for this.
These are the products with a strong market share and a high market growth
rate. This means they are consuming cash and generating enough income, but
not more than cash. They are not the core income producer. However,
successful decisions will turn this segment into a cash cow for the business, or
else this will become a question mark, because of the high growth rates. Olper's
cream is considered to be a star in the Olper group of foodstuffs for Engro.
Since the product has a high demand, Engro is trying to satisfy it. It ranks
among Pakistan's various cream brands.
This group focuses on goods with high growth rates but low market share. This
demonstrates that goods in this group spend more than they benefit due to
market growth. Yet heavy investment is needed to become a cash cow or star
quadrant. The question mark for the company is Olper's Lite Milk, since it is
low fat milk, and not many people in Pakistan are conscious of the food. The
product has the potential, however, to develop in terms of sales which require
heavy marketing campaigns and other approaches to reduce the company's
burden of this category

These are the products with a low market share and a low market growth rate,
and the commodity mostly remains in a breakthrough. Dog items belong to the
Olpers Y-Frooter category, as many people in Pakistan prefer Nestle juice over
it.
SWOT ANALYSIS OF ENGRO

Brand name of Engro.

Public relation with the farmers
Positive response from the customers
Strong research and development
Third generation plant

Only 1 dairy farm

Milk collection and distribution cost
Packaging

Third largest producer of milk

Increased consumption of processed products
High migration and improvement in literacy rate

Competition
Perception and Price differential
STRENGTHS IN SWOT ANALYSIS OF ENGRO:

1- BRAND NAME OF ENGRO: Most consumers trust olpers on behalf of

Engro's previous records as it is among the most renowned brands of IT
fertilizer and infrastructure companies. Engro's already maintained brand
identity offers a solid retail backbone for milk.

2- PUBLIC RELATIONS WITH FARMERS: The firm has a close

relationship with farmers and long-term relationships because it has in the
past communicated with them for fertilizers and has been well acclaimed,
and since farmers are still prepared to deliver.

3- POSITIVE RESPONSE WITH THE CUSTOMERS: In its first year of

operations, Engro achieved overwhelming success, with a turnover figure
of 1.4 billion and a strong taste and quality proposition led to the
consumer's trust and loyalty in Engro's goods.

4- STRONG RESEARCH AND DEVELOPMENT: Solid market and

product analysis was previously reported before and after Olpers were
launched. Engro partnered on its testing process with other major
research collaborators such as AC Nielson, mindshare, Mars marketing
and publicity companies.

5- THIRD GENERATION PLANT: Engro is the only company with a

UHT plant of the third generation. Bactofuge technology is used in this
plant to virtually kill bacteria which in turn helps to produce high-quality
and hygienic milk. In addition, it has also built another milk processing
plant in Central Punjab (Sahiwal).
WEEKNESSES IN SWOT ANALYSIS OF ENGRO:

1- ONLY 1 DAIRY FARM: In Nara Sindh, Engro has only one dairy
farm which is insufficient to supply the required amount of dairy
products.
2- MILK COLLECTION AND DISTRIBUTION COST: Engro is
based in Punjab, with 34 out of 40 milk collection centres, while its
milk processing facility is in Sukkur Sindh. The cost of collecting and
distributing products is raised and milk is therefore reduced by
increased travel time.
3- PACKAGING: Engro relies on Tetra packaging as Tetra packages
have a lock on the market. This is why tetra package will charge them
more, thus increasing the cost of production.

OPPORTUNITIES IN SWOT ANALYSIS OF ENGRO:

1- THIRD LARGEST PRODUCER OF MILK: The greatest

opportunity for olpers is that there are plenty of growth prospects in
this sector as Pakistan is the world's third largest dairy producer with
overall output of 32 billion litres of milk a year.
2- Increased Consumption OF Processed Products: There are several
companies operating in this field and each of them aims to raise as
much demand as possible for refined dairy goods by raising awareness
through various publicity camps, which in turn become an avenue for
olpers.
3- HIGH MIGRATION RATE AND IMPROVEMENT IN LIRACY
RATE: As more people are educated and migrate to cities, Engro is
also able to raise understanding of its product and use of its products.
THREATS IS SWOT ANALYSIS OF ENGRO:

1- COMPETITION:
Competition has been a serious challenge, which may make operating
on the market tough when one of Nestle's renowned brands is in the
milk business too long and has marked consumers' minds.
2- PERCEPTIONS AND PRICE DIFFERENTIALS

The preferences of consumers and price differentials have been another

critical challenge to the business and it has become important for Olpers to
fulfil customer demands. For example, losing milk is cheaper than packing
milk and that is also one reason people still want to purchase losing milk.

PEST ANALYSIS OF OLPER’S

 POLITICAL ANALYSIS:
Pakistan's political instability was essential to the decrease in the general Gross
domestic product. Any progress or improvements to the guidelines that
associate with the food industry such as the unadulterated food mandate of
1960 could influence sources of Engro Food to improve their working
conditions even due to instable political conditions, such as striking and
blocking the supply of goods.

 ECONOMICAL ANALYSIS:
Pakistan is facing horrendous shedding of electric and gas loads because
of which companies have been shut down. Engro Food sources must
compete with the fuel of choice that increases the expenses of the goods
and leads to byproducts that are mostly Omore Frozen yoghurt. In
addition, the purchasers' financial statements can affect the organization's
deals. Chances are that the buying power of the population will constantly
reduce milk supply for milkmen instead of less bundled milk for
microorganisms, which will lead to declining benefits for the Engro Food
species.
  SOCIAL FACTORS:
In Pakistan, early in the morning, it is a traditional tradition to extract milk
directly from the cow or from the doodh waala. It is commonly believed that
only loose milk is fresh, safe and sound. In order to achieve significant
market penetration, packaged dairy suppliers must address all these
misconceptions and increase understanding of the safety and wellbeing of
packaged milk.

 TECHNOLOGICAL FACTORS:
As a result of scientific feeding and breeding, milk yields per animal have
improved. In 2005, Dairy Pakistan was founded by the Ministry of Industry and
Production, modelled on Dairy Australia. The use of technology has a strategic
edge for companies Olpers uses UHT, while Haleeb uses the technology of
bactofuge.

CONSUMER BEHAVIOR
Consumer behavior is about studying the types of consumer buying decision
behavior, the buying decision process and the factors that affect the buying
decision process. Olpers is a very successful brand because it is associated with
ENGRO Foods (Pvt) limited which is known for its significant role in
alleviating poverty and its corporate social responsibility initiatives. Due to this,
ENGRO has a really good image in the market which makes the customer view
Olpers as a reliable and a good quality product.
TYPES OF BUYING DECISION BEHAVIOR

Consumer buying behavior depends on the type of product they are buying and
level of involvement requires to buy it. There are four types of consumer
behavior: habitual buying behavior, variety-seeking behavior, dissonance-
reducing buying behavior, complex buying behavior. Olpers customers indulge
in habitual buying behavior because it is a house-hold product that is purchased
frequently. As it is purchased on a daily basis and takes up a very small
proportion of the customer’s income, there is very low customer involvement so
they don’t usually search extensively or evaluate Olpers each and every
characteristics. In habitual buying, customer do not form a strong attitude
towards but they buy it out of habit rather than strong brand loyalty. Olpers
makes advertisements that target the emotions of mothers and builds a sense of
familiarity so that they purchase the product out of habit. The customers of
olpers focus on the quality of the milk rather than the affordability. The main
target audience are home-makers whose main priority is the health of their
children and family. They focus on the quality of milk because cannot comprise
on the health of children and the taste of the food they cook using the milk.
BUYING DECISION PROCESS
The buying decision process is a holistic approach which studies the whole
journey of the customers from getting to know about a product to making the
decision to buy the product.

NEED RECOGNITION: At this stage, the buyer identifies a need. In Olpers

case, the mothers who are health conscious would identify the need for milk in
their children’s diet or the need for such milk that makes tea more creamer.
INFORMATION SEARCH: At this stage, in order to make a buying decision,
the new customers take several measures to find out about the product. In
Olpers case, very few customers take this step as this is a house-hold product
which is purchased frequently.
EVALUATION OF ALTERNATIVES: At this stage, customers evaluate all
the information they have gathered and analyze which of the options they have
will be the perfect solution to their problem. In Olpers case, most customers will
skip this and adopt habitual buying behavior.
PURCHASE DECISION: At this stage, the customers have made the decision
about which product is best for them to buy. In Olpers case, external
determinants like social factors and economic factors could affect the decision.
Their devotion to corporate social responsibility and initiatives they take
encourages the customers to buy the product.
POST PURCHASE BEHAVIOR: At this stage, the customers have brought
the product and now they reflect on their purchase and whether they made the
right decision or not. In the case of Olper’s, customers are usually satisfied with
the quality and affordability of the milk because their target market is mother
whose main priority is the health and nutrition of their family.

FACTORS AFFECTING CONSUMER BUYING BEHAVIOR

 RECOMMENDATIONS:

 Olper's milk prices should be kept low for the working

class as well.
 Another issue is the milk's thickness, which should be
adjusted because loose milk is not as thick as Olper's milk.
 Olper's should consider introducing plain and fruit yogurt
or raita, as Nestle has done, as there is a high demand for
it.
 Olper's should include certain recipes and milk benefits
on their packaging.
 Olper's should try to cater to and reposition itself as a
perfect complement to tea that is easily accessible and
reasonably priced.
 Olper's should show more youth-related advertisements
and promote social causes by providing free sehri's and
iftar’s.
 Olper’s should introduce UHT products (milk) for price
conscious consumers.
 Olper’s should focus and enhance its rural distribution
channel.
 Olper’s should promote Olper’s lite by targeting young
girls.