Brand Positioning

Olper’s Milk

Presented by:
Adnan
Javaria

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Presentation Contents

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 Brief Overview of EFL

• Engro Foods Limited (EFL) was established in 2005 as a

subsidiary of the Engro group.

• It entered the food industry through milk processing and

sale with a vision to become a fast expanding mega foods
company by initially focusing on dairy and then
exploiting other categories.

• Olper’s is EFL’s premier product. It was launched in 2006

and has since then come a long way.

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Olper’s Product Range

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 Positioning Strategy

•Attribute positioning- meant for all purposes, especially

those who live life to the fullest, hence its tag line;

“jo dil khol kay jeetey hain unheen kay liyay hai
Olper’s”

•Packaging in red color - distinctive from competitors.

• Associations of bonding
• Associations with Holy Month of Ramadan
•Women empowerment campaign like Amul, India

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Branding Strategy

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• Functional Benefits:
• retained all the naturally occurring nutrients
• UHT- safety and quality of the milk.
• Good for health and bones

• Differentiating factors:
• Emotional associations
• All Purpose Milk

• Brand Associations- Experiential benefits

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• Olper’s has been aggressively promoted which is why customers
can easily recognize it. The red color and the shelf space that the
brand commands make it even more prominent from the rest of the
brands.

• Olper’s milk has become synonymous with Ramadan, it has

favorable, strong, and unique brand associations in the customer’s
minds through aggressive marketing.

• Olper’s is a brand of Engro Foods. EFL is a subsidiary of Engro,

which is a well established national name in the fertilizer, IT, and
infrastructure sectors. This has helped consumers to relate the
Pakistani image of Engro to Olper’s.
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 Competitive Strategy

•EFL’s strong relationship building ability, along with special

discounts to retail stores, Olper’s has managed to command
proper shelf space amidst such long-standing competitors as
Nestle and Haleeb.

•Red being a primary color immediately catches the

customer’s eye. Consequently, Olper’s instantly becomes
prominent among the rest of the competition on the shelf.

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 Brand Target Point of
Product Benefits Price Point of Difference
Promise Customers Parity

Mukamal
Doodh,
Olpers All purpose
Mukamal Full cream Richness,
milk, Full
(Engro Zindagi, All users. Distinctive Red color,
cream
Foods) Subha Aggressive marketing.
richness,
Bakahir
Zindagi

Haleeb Sab se gaarha

Thickness of Almost no Blue color, Gives Hygienic,
(Haleeb doodh Tea Drinkers. significant UHT
milk. good taste of tea.
Foods) Haleeb. difference. treated,
All using Good for
competitive bones, Has
MilkPak pricing longer
Banae Vitamins Colors of National
Health conscious, strategy. shelf life,
(Nestle) Mazboot enriched, Flag, Health based,
family oriented.
gharana Iron enriched Circle of trust

Roz Roz
Good Milk GoodMilk Packaging innovation,
Daily milk Natural
(Shakarganj piya karo, Hot or Cold- gives
drinkers. nourishment
Ltd.) Healthy Life same taste.
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Jia Karo
• Olpers- All Purpose Milk

• For the whole family

• Stands out from the crowd – RED

• Associations with Holy month of Ramadan

• ‘O’ Slice of life- Emotional attachments

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 Conclusion

• Strong brand

• 20% market share

• Problems in positioning

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Thank You !!!!

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