Customer Relationship Management Of Olpers Milk Of Engro Foods Ltd Pakistan

1. Customer Relationship Management
Customer relationship management is the process of carefully managing detailed information
about individual customers and all customer touch points to maximize customer loyalty.
“Consumer is the reason for our existence as a business.”
Customer Relationship Management in Engro Food`
According to engro foods view, CRM consists of:
• Helping olpers to enable its marketing departments to identify and target their best
customers, manage marketing campaigns and generate quality leads for the sales team.
• Assisting olpers to improve account, and sales management by optimizing information
shared by multiple employees, and streamlining existing processes.
• Allowing the formation of individualized relationships with customers, with the aim of
improving customer satisfaction and maximizing profits; identifying the most profitable
customers and providing them the highest level of service.
• Providing olpers employees with the information and processes necessary to know their
customers, understand and identify customer needs and effectively build relationships
between the company, its customer base, and distribution partners.
Customers Touch points
Customer touch points is any occasion on which customers encounters the brand and product.
Following are the customers touch points which Olper’s uses for catering to the relationship of
its customers:

2. 1-2-1 Marketing Value Addition
• Float Activity • Banners
• Road Show • T.V Commercials
• Rural Melas • Buntings
• Buchat Bazars • Posters
• Institutional promotions • New Articles
• Free Samplings • Vehicle Branding
• Chain store Promotions
Event Management
• Gala
• Carnivals
• Music Concerts
• Funfair

3. 1-2-1 Marketing
Float Activity
One way that engro foods and olpers have chosen to interact with their customer is Float
Activity. Olpers have been launching promotional activities all the time and according to them
this float activity proved to be very effective to keep in touch with their customers.
Road Shows
In the summer of 2009 when engro foods launched their new product line of Dairy Ice Cream
Omore initaly in Lahore the whole city was decorated with different road side banners and place
cards. This is a traditional engro food way to keep in touch with their customer and also to
promote their new product.
According to Olpers Road shows are a very easy yet effective way to keep in touch with
customers.
Rural Melas
Since Pakistan is a country with most of its population still living in rural areas, Olpers decided
to reach those potential consumers with a different approach and they arranged different rural
side Melas in which they can easily state their point and make the potential customers a loyal
customer
Bachat Bazars
Bachat Bazars are very common in Pakistan and since this is a trend in the market Engro foods
used this way to reach to its existing customers and also targeted new customers in this 1 2 1
marketing way.
Free Sampling
To promote and let the people who have not yet tested the product compnies use the technique
called free sampling. And Engro foods have done free sampling to make sure that people are

4. aware of the product and also to get the feed back out of the customers to make sure if there are
any lags in the product.
Chain Store Promotions
Another 1 2 1 way of marketing technique that Engro foods have adopted to create effective
touch point with their customer is by putting their brand in all the chain store in Pakistan in this
way people can have access easily to the product and they do not have to look for the product.
Event Management
Carnivals
Engro foods have worked their way in the customers heart by knowing them in every way. They
try to promote their products and make sure that their product is available in carnivals and all
special events that are taking place
Music Concert
Omore Ice cream launch was unique in its kind as they had music concert with leading Bands of
Pakistan performing in these concerts. Since they feel like sponsoring such events creates a good
way to interact with their customers
Fun Fair
One way to have direct contact with the customer is to promote different fun fair all over the
country. This way existing customer and new customer both are easily targeted.
Value Addition
Banners

5. An effective way to add customer value towards the product is to display banners and bill boards
all over the city so that customer are aware of their brand and make them feel proud about their
brand.
T.V Commercials
T.V commercials are very effective and excellent way to promote the product and also to
increase the value of customers. Its easy way to reach the customers mind and create a positive
image towards a brand
Posters
Posters are cheap and easy to display way to reach into customers mind and create a positive
view of the brand and also to increase the value a customer holds towords the product and engro
food have worked hard to gain this position
Increasing value of customer base
We pair our extensive behavioral knowledge and our leadership in activating brands with impact
to deliver bottom-line results. From that foundation, we craft a truly media-neutral strategy,
tailored to provide the best brand experience for each client. We'll use a mix of interactive, face-
to-face marketing and shopper marketing to achieve and exceed our client's goals.
Wining companies improve the value of their customer base by adopting strategies such as
following:
Enhancing the growth potentials of each customers
New offerings & opportunities by olpers increase sales by existing customers. In start engro –
foods enters in the milk market by introducing olpers milk, when maintained its position in
market, lunches its cream named olpers cream. When they see the response of the customers they
introduced another product Tarang “a tea whitener” & olwell “a skims milk” looking the
potential market, the new product they introduced is Omore ice cream.
Through introducing new products in the market olpers shares the wallet of the customers.

6. Increasing longevity of customer relationship
Olpers involves their customers with their products by their attractive and traditional ads. In
Ramadan olpers on-air special Ramadan theme ads, which help
a lot to involve customers with olpers,the more involved a
customer with the company, they more likely to stick with the
company.
Making Low profit customers more
Profitable
Customers who used to buy less Olper’s or other products of
Engro Food are encouraged through bachat bazaar and free sampling to make them more
profitable and highly loyal towards the brand.
Reducing The Customer Defection Rate
It is not enough, however, to attract new customers the company must keep them and Increase
their business’s.
To reduce the customer defection rate OLPERS position the brand in a way that the customer
prefer only olpers products.Positioning involves designing the product and image that will
occupy a distinctive place in the minds of the target market. As can e seen, nestle milkpack, and
Haleeb have the largest profit margins and market share in the milk industry. Thus the marketers
at olpers have to decide to create its own unique image and then strengthen the positon in the
customers mind. They have done a number of following steps:

7. 1. Packaging of Olper’s milk and olwell in red color and olpers cream in purple color are
quite different and distinctive from the typical green and blue packing used by other
competitors.
2. The brand has been positioned as an all purpose milk that is meant for everyone,
especially for those who live life to the fullest, hence its tag line, “jo dil khol kay jeetay
hain unheen kay liyay hai Olper’s”
Building loyalty
Creating a long tight connection to customers is the dream of any marketer & key to long term
marketing success.
Olpers build loyality of customers towards its products in the following way:
1. As compared to Milkpak and Haleeb Olpers have advantage over its touchpoints which
create a strong loyalty of customers towards olpers.
2. One way that olpers have adopted to gather the feedback and build strong relation with
their customers is that they have asked their customers to contact and give suggestions
that are listened.
3. Olpers works in the heart of its customers by knowing what is special for them. Like in
Ramadan Olpers introduce and promote the traditional Ramadan theme so that the
4. customers who value their religious heritage they are more attracted and so that in long
term they are much more loyal customers towards the brand.
5. The marketers have used different positioning for Olper’s products:
a. They have used the attribute positioning for Olper’s milk. The main theme of
the product is that it is meant for all purposes without any user imagery. Olper’s
ads also show attributes of milk such as good for health.

8. b. They used the benefit positioning for Olwell. The product is positioned as
delivering the benefit of helping to reduce weight and for healthy bones.
c. Olper’s cream is positioned as good for a specific use or application. In this
case the cream can be used to make cake icings and desserts look great.