Final report on Olpers milk

SUBMITTED BY: ABDULLAH SOHAIL (160681), LAIBA IMTIAZ
(160680), SAAD NASIR (160699)
PRINCIPLE OF MARKETING
FINAL PROJECT
SUBMITTED TO: MA’AM SHIRZA SHAJAHAN

FINAL PROJECT Page 1
TABLE OF CONTENT:
I. Acknowledgement__________________________________________________________3
II. Executive Summary_________________________________________________________4
1. Introduction to Engro Foods________________________________________________5
Business type___________________________________________________________5
Quick Facts and Figures__________________________________________________5
Introduction to Olpers Milk_______________________________________________6
2. Mission Statement & Vision Statement ______________________________________7
3. Core Values____________________________________________________________7
4. Objective and Goals______________________________________________________7
5. Competitors Of Engro Foods_______________________________________________8
Competitors of Olpers Milk________________________________________________8
Direct Competitors_______________________________________________________8
Indirect Competitors______________________________________________________8
6. Product Portfolio_________________________________________________________9
Engro Portfolio__________________________________________________________9
Olpers Portfolio__________________________________________________________9
7. Three levels of product____________________________________________________
Core Customer Value_____________________________________________________10
Actual product___________________________________________________________10
Augmented Product_______________________________________________________10
8. Marketing Mix of Olpers___________________________________________________11
Product_________________________________________________________________11
Place___________________________________________________________________11
Promotion_______________________________________________________________11
a) Advertisement Promotion_____________________________________________11
b) Sales Promotion_____________________________________________________11
c) Public Relations_____________________________________________________11
d) Direct and Indirect Actions____________________________________________12
e) Personal Selling_____________________________________________________12
f) Direct Marketing____________________________________________________12
9. Customer Driven Marketing Strategy__________________________________________
Market Segmentation______________________________________________________13
a) Demographic Segmentation___________________________________________13
b) Psychographic segmentation___________________________________________13
c) Behavioral segmentation______________________________________________14
d) Geographical segmentation____________________________________________14
Positioning_______________________________________________________________14
Unique Selling Prepositions______________________________________________15
Value Preposition______________________________________________________15

Positioning Map_____________________________________________________15
10. Industrial Analysis______________________________________________________16
Porter’s Five Forced Analysis_____________________________________________16
Swot Analysis_________________________________________________________17
11. Macro-Environmental Factors_____________________________________________19
12. BCG Matrix___________________________________________________________20
13. Types of Buying Behavior________________________________________________22
14. Conclusion____________________________________________________________23
15. Recommendations______________________________________________________24
16. References____________________________________________________________25
17. Appendices ___________________________________________________________26

Acknowledgement:
In the name of Allah, The most Gracious, The most merciful. First of all we are thankful to Allah
Almighty for giving us the mind to think, Heart to feel the consequences of our business idea, strength to
complete and ability to work successfully on our project. All members of our team are involved in
making this project to groom it from conceptual stage to the point where one can hold it in his hands.
To all those group members, who have contributed greatly to the usefulness of this project. Although
some of what the project contains was designed through the hard work. These are not just the white
papers that are necessary but also the conversation with the colleagues who provide answers to our
questions and solutions to our problems discussed.
Our team would also like to express gratitude towards the instructor Miss. Shirza Shajahan for guiding,
helping and providing us with the opportunity to make us able to produce the plan. To all of these people
and the many others, who helped us a lot and we didn’t remember their names: we heartily give them big
thanks. Our final thanks go to our families. Our teachers who have always uplifted us through their
moral, professional and technical support.

Executive Summary:
Thisreportis aboutthe marketingof Olper’sfromthe time whenENGROfoodscame upwiththe ideaof adding
a newproduct line totheiralreadywell establishedand longsetof productlinestothe pointthat theyare still
heavily promotingtheirproduct.We startby givingabrief history aboutOlper’sandhow itcame intoexistence.
The report at handprovidesuseful insightaboutEngroPakistanltd,a private fertilizerfirmthatkeepabout22 %
of marketshare inthe milkfoodindustryPakistan.Establishedin2005, a 100% ownedsubsidiary-First
investmentof dairyplantprocessedmilkmarketisgrowingatapprox.20%perannumOlpler’scream, Olwell –
HighcalciumLow Fat milk(PremiumBrand) planstoexpandproductportfolio.
Milkprocessingcapacityincreasedby200% to 200 millionlitersannually,willbecome the onlycompanyin
Pakistancoveringthe entire milkcatchmentsarea.Alreadyhasthe secondlargestchilledmilkcollectionsystem
inthe countrydistributionnetworktodouble from58townsto119 townsby the endof 2007JV withglobal food
majorin advancedstage of negotiationforcesinthe external environmentthataffectcompany’sperformance
are,political,economic,social andtechnological whereascompany-specificexternal forces are majorplayersin
the foodindustry.Whichare ten innumber;Nestle beingthe leaderwith41% marketshare.Typical packedmilk
consumersare the children.Therefore,Engrofoodshasa large numberof consumersthroughoutthe country.
Afterthe introductionthe EFLmissionandvisionstatement,objective andgoals,competitors, productportfolio,
levelsof product, marketingmix,customerdrivenmarketingstrategy, industrial analysislike (swotanalysisand
portersfive forces) , Macro environmentalfactorsof the companyhasalso beendone.The companycore
competenciesalsodiscuss.Finallyconclusionandcertainrecommendationsalsobeengivenatthe endof the
report.

1. Introduction To Engro Foods:
Engro Foods Limited is subsidiary of Engro Corporationwhich is one of the most reputed
enterprises in Pakistan with more than 40 years of diversified business operations in the
areas of fertilizer and chemicals. Engro was formerly Exxon Chemical Pakistan Limited
until 1991, when Exxon decided to divest their fertilizer business on a global basis and
sold off its equity of 75% shares in existent company. The Employees of Engro, in
partnership with leading international and local financial institutions bought out Exxon’s
equity and the company was renamed as Engro Chemical Pakistan Limited. Engro Foods
started its business operations in 2005-06. Top quality brands like Olper’s, Olper’s Lite,
Tarang, Omore, Olfrute, Dairy Omung, Al Safa, Tarraka and Omung Lassi have been
successfully launched. Engro Foods has already set up two processing plants at Sukkur
and Sahiwal and a Dairy Farm at Nara. Engro Foods is now venturing into North
American market starting from Halal Foodscategory and acquired a company launched
Meat products with name of AL SAFA. Engro is a public limited company listed on the
stockexchange of Karachi, Lahore and Islamabad.
BUSINESS TYPE:
Engro foods is divided in to following type of businesses:
 Fertilizer
 Food
 Beverages
 Chemicals
 Polymers
 Power Generation
 Petrochemical
QUICK FACTOS ANDFIGURES:
 12 Brands
 1,243 Employees
 45% Market Share of Dairy Products
 Market Share in
 310 Cities in Pakistan
 18 states in USA
 4 Provinces in Canada
 18th Largest Customer of Tetra Pak World Wide
 2nd Largest Company of Chilled Milk Collection of Pakistan
 900 Milk Collection Centers
 35,000 farmers directly linked with EFL

As part of its diversification strategy, controlling interest acquired in a company offering
industrial solution in automation and control. A new milk plant has been established at
Sukkur and milk is branded as Olpers.
Introduction to OLPERS MILK:
Olpers milk introduced in 2006, flagship brand, is the leading UHT processed milk brand. Olper’s has
gained leadership position within a span of eleven years through the promise of wholesome nutrition and
through commitment to innovation, safety & convenience. The brand philosophy resonates well with
mothers who are constantly in the process of seeking superior nutrition for their children. It is available
in easy to open 6-layered Tetra Pak Brick Aseptic red packaging and comes with thee months shelf line.

2. Missionand vision statement:
MissionStatement:
Our mission is twofold, to help farmers maximize their farm produce by providing quality plant nutrients
and technical services upon which they can depend. To create wealth by building new businesses based
on company and country strengths in petrochemicals, information technology, infrastructure, food and
other agriculture sectors.”
Vision Statement:
“To be the premier Pakistani enterprise with a global reach, passionately pursuing value creation for all
stakeholders”
3. Core values:
1. Leadership
2. Ethics and integrity
3. Health, safety and environment
4. Innovation and risk-taking
5. Our people
6. Community and society
7. Diversity and international focus
8. Quality and continuous improvement
4. Objective and Goals:
Engro Foods main objectives are to supply everyone their favorite Olper’s Milk and to satisfy the
consumer need and wants. Engo Foods second objective is to increase the value for the
stakeholders and company value. EFL dreams to be big. They want to be the major player in the
food industry which is also evident in their vision “elevating consumer delight worldwide”

5. Competitors of Engro Foods:
Nestle is the main competitor of engro foods. Other competitors include Haleeb,
Shakarganj, Shezan and Unilever Pakistan
Competitors of Olpers milk:
Competition is very severe in the milking sector. Although there are only a few major
competition in this sector but the competition is increasing very rapidly.
Directcompetitors:
The major competitors which the marketers of this company will have to study and research upon
are Nestle milk pak and Haleeb both of which have grasped enough experience in this field and
have acquired many brand loyal customers. According to competitor analysis olpers milk falls in
challenger.
Indirect competitors:
Indirect competitors include powdered milk like Nido, millac and Everyday.

6. PRODUCT PORTFOLIO:
Engro foods portfolio:
Engro foods consist of three product lines:
1. Dairy
Dairy products consists of
 Olper’s Milk
 Omung Dobala
 Tarang
 Olper’s Lite
 Olper’s Cream
 Olper’s Tarrka
 Dairy Omung
2. Ice cream and frozen desserts:
 Omore
3. Juices and beverages:
 Olfrute
 Y frooter
 Omung lassi
 Owsom flavored milk
 Olpers lassi
 Olpers roohafzah
Olpers portfolio:
It consists of following products:
• Olper’s Milk
• Olper’s Lite
• Olpers lassi
• Olpers roohafzah
• Olper’s Cream
• Olper’s Tarrka

7. Three levels of products:
Core customervalue:
Milk is one of the nature’s completed foods. Almost a meal itself. Milk is fundamental element
of good diet particularly for bones development and protection.
Olper’s milk provides pure milk having essential nutrients in good combination having 3.5% fats
and 8.9% solid non-fats.
Actual product:
1. Brand name Olper’s milk.
2. 6-layered tetra pack brick aseptic red packaging.
3. Ultra-heated treated (uht) milk inside.
4. Available in different sizes packaging
5. Attractive red and white color of packaging.
Augmented product:
There is no augmented part of this product.
Augmented product:
There is no augmented part of this product.

8. Marketing mix of olpers:
 Product:
The Engro foods packages its milk Olper’s into packs of sizes 1500ml, 1000ml, 500ml
and 250ml. Engro goods is the most well-known trademark, recognized by 94% of
Pakistan’s population. The business is very successful and holds a very good reputation.
Olper’s milk is a fast growing food company. By its unique techniques in a short time it
becomes very famous in market. But it is in growth stage yet. Because due to its
distribution it is not available.
 Price:
The prices of olper’s vary according to the size. The prices of available olpers packs.
Engro foods is pursuing the competitive pricing strategy for its products. In competitive
pricing the price of product is considering the price of major competitors like Haleeb and
Nestle etc.
 Place:
This department ensures timely and effective distribution of the product to the shops and
stores spread all across Pakistan. From transportation management to obtaining route
permits and approvals, is done by this department.
 Promotion:
Advertisement
TV Bloopers
Sponsoring of TV shows
Madison an Vine technique
Streamers, Decoration of Lahore, Dropping pamphlets from planes
Print ads
Sales Promotion
Free samples at launch
Refrigerators to retailers
Banners and decoration in shops
Activation trade discounts and trade promotions
Product tag on
Area specific Scratch and win (Khi and Lhr)
Float activities
Rural Melas
Ramzan offers
2 (one liter) Olper’s milk + 1 (one liter) Olper’s Lite – old price 232: new price 200
3 (one liter) Olfruit juices – old price 320: new price 280
 Public Relations
Omore Basant Event, Lahore
Concerts
Paid articles in news papers
Annual reports
CR activity “House of Olpers”
Objective: Build brand awareness

Target: House wives
Procedure: 2 cooking competition sessions per day; 35 ladies per session.
Days: Working days only.
Duration: Till Nov 2011
 Directvs. Indirect Action:
 Olper’s advertising objective is to stimulate both direct and indirect action.
 Through their promotional campaigns like the ones during Ramzan and otherwise, they
try to get a direct response from people to motivate them to buy.
 Indirect action is mostly the case where they are trying to create favorable attitudes
towards the brand Olper’s.
Paid articles in news papers
Annual reports
CR activity “House of Olpers”
Objective: Build brand awareness Target: House wives
Procedure: 2 cooking competition sessions per day; 35 ladies per session. Days:
Working days only.
Duration: Till Nov 2011
 Personal selling:
Bachat Bazars: Free sampling
Chain Store Promotions
 Directmarketing:
Engro Foods Taaluq
Online services and Customer relations
Tele marketing (Call center)
Website

9. CUSTOMER DRIVEN MARKET STRATEGY:
MARKET SEGMENTATION:
It is difficult for any one company to engage in mass production, mass distribution and
mass promotion for its product. The complexities arise from the proliferation of advertising
and distribution channels and the high costs associated with reaching a mass
audience. Therefore, companies segment the market so that they can target the group
of customers who share similar needs and wants.
The milk sector shows a market that has homogeneous preferences that is the consumers have
similar preferences. They want milk to be white, carefully processed, and good for health and
Bones. Keeping these things in mind Olpers’ market has been segmented. The marketers at
Olper’s have had a number of options available to them when segmenting the market for their
products. So far company has introduced three new products: Olpers milk, Olwell diet milk and
Olper’s cream.
The milk sector has a market that has homogeneous taste and demand that is the consumers have
similar preferences.
Milk should be clear and free from any impurities.
It should be carefully processed
Milk should be good for bones and health.
Olper’s market has been segmented according to these things. Olpers marketers had a number of
options available to them when segmenting the market for their products.
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Geographic segmentation
Demographic Segmentation
Olpers is meant for all the users in higher upper or middle class families. Olper’s products are
not restricted to any particular age, gender or lifecycle stage.
Lower class wouldn’t want to buy the brand maybe because they are price sensitive or because
they still believe lose milk is better than processed milk
Therefore it can be said that Olper’s had a image as a brand for high income earners. Due to
that image it can be said that Olper’s milk target a specific social class who are health conscious
and concerned about their weight.
Characteristics:
Age: It is for all age persons.
Gender: there is no discrimination.
Family size: It serves family of people up to three or five people.
Family cycle: Olper’s milk is bounded to any particular life cycle.
Income: above 8000.
Olper’s milk is for all occupation education and region.
Psychographic Segmentation:
Olper’s marketers have segmented the market who are goal-oriented and focused on their
careers, and those who are looking variety in the milk sector.
For example the ads for Olwell ,focus on achievers who want to be successful, have high aims
and are already doing quite well in their concerned fields.
Olper’s ads also target believers, traditional conservative people with concrete beliefs. Olper’s
ads show the beliefs of healthy life with processed milk and plays on the emotional aspect more.

Characteristics:
Social class: this brand is for all users of middle and upper class.
Occasions : for all occasions.
Behavioral Segmentation:
Olper’s products have been segmented on the basis of benefits that consumers seek in the
milk.
Olpers ads are always based on the theme of family.
Olpers milk can be used in daily life.
Olpers can be used for all purposes like tea whiteners or to feed the animals.
Geographic segmentation:
Location:
Region: South east
Country: Pakistan
Province: all over Pakistan
Targeting:
Undifferentiated marketing strategy
 Pakistani families
 Children
Niche marketing
 Olper’s lite (high calcium low fat)
POSITIONING:
Positioning involves designing the product and image that will occupy a distinctive place in
the minds of the target market. As can be seen, nestle milkpak and Haleeb have the largest
profit margins and market share in the milk industry. Thus the marketers at Olpers have decided
to create its own unique image and then strengthen the position in the customers’ minds. They have
done this by taking a number of following steps:
(1) Packaging of Olpers milk and Olwell in red color and Olper’s cream packed 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 dill khol kay jeetay hain unheen kay liyay hai Olpers.”
Olper’s always tries to create customer intimacy that is it focuses on satisfying the customers’ unmet
needs Processed milk is seen as less lacking all the nutrition’s that are part of milk due to passing
through so many processes. But Olpers positions itself as milk that has not lost its nutrients.
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.
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) Olpers 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. It can be said that all the different stages have been
performed by the marketers with extreme care and research.
 UNIQUE SELLING PROPOSITION:
The unique selling proposition for Olper’s is Subhan Bakhair Zindagi, but recently the company
hanged the USP to Jo dill khol kay jeetay hain unheen kay liyay hai Olper’s Both the tag lines have
a very positive impact on Olper’s image because of the emotions involved in both the lines.
 VALUE PROPOSITION:
In our point of view its value proposition is “more for more” as they are charging more price
and giving good quality milk as compare to other products like everyday, tarang, omung etc
which are cheap and not good quality milk. They also have a unique packaging. Olpers give
new packaging style which is easy to use and store. They also provide tetra packaging while
other products which mention above doesn’t provide it. They are able to justify a higher price
by providing customers with a higher level of benefits in their brand or product.
 POSITIONING MAP:
Positioning map is a diagrammatic technique used by asset marketers that attempts to visually display
the perceptions of customers or potential customers. Positioning maps help them develop a market
positioning strategy for their product or service. As the maps are based on the perception of the buyer
they are sometimes called perceptual maps. Positioning maps show where existing products and services
are positioned in the market so that the firm can decide where they would like to place (position) their
product. Firms have two options they can either position their product so that it fills a gap in the market
or if they would like to compete against their competitors they can position it where existing products
have placed their product.

10.INDUSTRIAL ANALYSIS
Porter’s five Forces Analysis:
 Threat of New Entrant:
The average entrepreneur can’t come along and start a large food company. The threat of new
entrant lies within the food industry it set, some companies have carved out niche area in which they
under right dairy supply. These food companies are fearful be been squeezed out by the big players.
Another threat for many food companies is other food services companies entering the market
CapitalRequirement:
Competing in a new industry require resources to invest production of packed products requires
huge investment of financial, human, technical, and marketing resources. At the moment engro
olpers have some treat like from through entrants. Good milk product from shakargang foods.
Economyof scale:
Economy of scales determines entry because they force potential competitors either to enter on
large scale basis (A costly and perhaps risky move) or to accept a cost dis advantage. Moreover,
new entrants in the pasteurized milk business may encounter scale related barrier not just in the
production, but in the advertising marketing, distribution, financing, and Raw milk purchasing as
well, engro foods achieve its break even in 2003
Bargaining powerof suppliers:
The suppliers of food might not pose a big threat, because of the reasons,
Numbers of suppliers:
Raw milk is standard commodity and is available in the open market from a large number of milk
man. If anyone refuses to sell its product then company can buy it from others who are already
willing to sell to a company
Importance of volume to suppliers:
Suppliers also have less leverage to bargain over price because the company is purchasing the
large volume of their milk and supplier don’t have much options to sell milk to others.
 Bargainpowerof buyers:
The individual does not pose mush of threat to the food industry. Large clients have a lot more
bargaining power with the food companies. Large corporate clients like airlines and retailer pay
millions of dollar per year. There are large numbers of distributors, who are buying and
distributing the product, so there bargaining power is low and company have leverage to dictate
implement its terms and condition to distributers.
Backward integration:
Another reason of low bargain power is that no buyer distributer has the resource to start involve
in backward integration.

 Availability of substitute.
This one is pretty straight forward for their plenty of substitute in the food industry. Most large
food companies offer similar of services. Companies focus on niche area usually have
competitive advantage but this advantage is entirely depend on the size of the niche and on
whether there are any barriers preventing other firms from entering.
 Competitive rivalry.
The food industry is becoming a highly competitive. The difference between one Food Company
and another is usually not that great. As a result food industry has become more like commodity
and area in which Food Company with the low cost structure, greater efficiency and better
customer services will beat out competitors. Food companies also use higher investment returns
and a variety of food investment product try to lure in customer. In the long run, were likely to
see more consolidation in the food industry. Larger companies prefer to take over or merge with
other companies rather than spend a money to market and advice to peoples.
Not only local but attempts by the cross border competitors or companies to gain stronger foot
hold in each other’s domestic market boost the intensity of the rivalry, especially when the
foreign rivals have a lower cost or an attractive product in case of engro foods so far nestle and
hale are the only diverse rival and another player that has just join the UHT milk sectors in good
milk, no doubt the competition between engro food and haleeb is quite intense both are engaged
in consistent homework just to break and attract the customer toward each other but god milk
adding to the competitor between the sectors.
SWOT Analysis:
Strengths
 Efficient milk collection system.
 Keeping high quality standards.
 Successful diversification.
 Product Innovation
 Strong Financial Position
 Huge Capacity for Production
 Growing Sales
 Worldwide fame of Engro.
 Qualified Work Force
 Market Share
 Better Integrated distribution and warehousing facilities.
 Engro food has the third-generation UHT milk plants in the country.
Weakness
 Engro Foods is having only one its own dairy farms.
 Centralize Decisions
 High Price
 Less Promotion Activities

 Selective Target Market
 High milk collection & distribution costs.
 The competitors like Nestle and Haleeb Foods have a much diversified line of dairy products
then Engro Foods
 Unable to fulfill the demand of local powder milk market.
 Local Company
Opportunities
 Flexible government policies for food industry.
 Expansion of Food Business
 Awareness of Packed Milk
 Availability of Raw Material
 Market Capitalization
 Diversification
 Export Opportunities
 May merge with other global businesses to eliminate competitors.
 Having Capable of expanding into other markets of the world.
 Has the potential to innovate and differentiate the company's products to sustain a Competitive
advantage
 Increase in the consumption of processed milk will lead to increase in sales for the company.
Threats
 Competition with Nestle, Haleeb, Walls. and the new entrants, Mature Market High
 Inflation rate.
 International Marketing Standards
 Change in prices might create certain barriers in terms of the profit margins
 Low purchasing power.
 Recessionary period in business cycle.
 High Taxes
 Seasonal Factors
 Economic Condition
 Price Consciousness of consumers
 Suppliers Behavior

11.Macro environmental factors:
Economic Factors:
 Inflation rate
 Expensive product
 Increase in price poses potential threat
 Decrease in buying power
 Threat of switching over to khula doodah
 Competition is increasing with the entrance of new domestic players
 Major textiles group are also diversifying into dairy and livestock business
Political Factors:
 Unstable political conditions strikers and road blocking creates problem for delivery on time.
 Socio-Cultural Factors:
 The perception that only loose milk is fresh. There is only 4% penetration of packaged milk
 On the basis of values, interests and behavior
 Religious heritage
 Changed perspective
 Literate strata of our society
Technological Factors
 Milk yield per animal have been increased through scientific feeding and breeding.
 In year 2005, the ministry of industries and production established dairy Pakistan Company on
the lines and model of dairy Australia.
Demographic Factors
 Age
 Gender
 Location
 Status

12.BCG Matrix:
BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic position of
the business brand portfolio and it’s potential. It classifies business portfolio into four categories based
on industry attractiveness (growth rate of that industry) and competitive position (relative market share).
Star:
in the bcg matrix I have placed 2 product in the star category that are omore and tarang as the growth
rate of these 2 products are quite high as u seen in the table.
 Decide this the market share is also increasing as both of the product are relatively new in the
market as compare to its competitors and the market share Is not so well but still in this short
period the growth rate and market share is incredible. There is a lot of potential in both of the
products and company can increase its market share massive investing in these 2 products.
Investing strategies is must be used in order to constant the growth, the company must constantly
invest in order to grow the current level of market share.
Cash cow:
Olper is one of the well renowned brand by engro food and this has led to a drastic change in the
dairy industry of the Pakistan. Before olpers, haleeb and milk pack had the monopoly in the dairy
industry but after the olper success a lot of other brands good milk, nurpur etc. enter into the
market. Now the olper market has a relatively high market share and become 3rd largest milk
producer in Pakistan. Olper milk and cream come under the same umbrella of brand name olpers.
Harvesting strategy should use and engro should milk its cow for the omore and tarang in order
to increase its current market share.
Question mark:
At the end of year 2010 engro food has launched its first use brand name Olfrute has a relatively
low market share but the growth potential is quite high olfrute is facing a tough competitors with
the strong brand name of nestle the initial promotion and a sales figure depict that it can be
success full product but still the result of this brand has yet to come. In this particular period
engro food has also launched flavored milk with brand name OWSUM. Through the experience
of haleeb in the case Candia was bitter now just see what engro will do in order to make this
brand a success.

Dog:
Engro has launched a brand with the name of OLWELL with high calcium and low fat. This had
get a great failure and the market share of Olwell a compare Nesvita is quite low beside this it
sales are started decreasing as compare it previous year figure. Divesting strategy can be used as
from past 2 years the market share has been started losing and also that there is slow market
growth of this product.

13.Types of buying behavior:
HOUSEHOLD PRODUCT
LESS RISKY
SAVES TIME AND ENERGY
PURCHASED FREQUENTLY
HABITUAL BUYING
For Olper’s there is habitual buying behavior because people are not much involved in its buying
and there is low involvement for this product. There are also few differences between the brands
and we have less choice for milk in market. Consumers in this case usually do not form a strong
attitude toward a brand but select it because it is familiar. Consumer behavior does not pass
through the usual belief attitude behavior sequence. Consumers do not search extensively for
information about the Olper’s , evaluate Olper’s characteristics, and make weighty decision about
which Olper’s to buy. If they keep reaching for the same brand, it is out of habit rather than
strong brand loyalty. Consumer appear to have low involvement with most low costs, frequently
purchased products.

14.Conclusion:
 Engro is going to be a market leader due to different reason like its financial position, product
quality, R & D, market share, sales growth etc. Its price is more or less equal to its
competitors, it matches its quality with its competitors and capturing its competitor’s share
from market. Engro is using its brand name and its packaging is good to promote its products
and EFL is becoming very popular as compared to its competitors.
 Company has planned to make Omore world class premier quality brand like existing
brands of Engro Foods. Company is also working on cereals in coming years. They has
planned to move other dairy products as are offering by its competitors Nestle like yogurt,
flavored yogurt (raita), cereal for babies etc. Foods competitors Nestle and Haleeb are biggest
threat. There are opportunities and doors for new players are open who can be the future
competitors.
 Consumer is aware now, there is need to maintain the quality of products. Consumer’s
perceptions and price differentials can cause threat for the company, Consumer’s preferences
changes timely and prices might create certain barriers in terms of the profit margins for
ENGRO FOODS.
 in short Engro Foods should grow and maintain its position. That is why EFL is increasing
Market Penetration, Market Development & Product Development strategies.
 ENGRO FOODS LIMITED is the subsidiary of ENGRO group. Their brands are one of the
top brands in Pakistan in the milk sector. Their products OLPERSMILK ,OLPERS
CREAM,AWSUMFRUIT MILK ,TARANG TEA and OMORE ICE CREAM purchased
heavily by customers. This is duet marketing Strategies, Promotion, price and quality of their
products. Above mentioned are the Marketing Strategies of their products due to which there
Revenues increases day by day. They provide the customers what they want; their
distribution channels are vast and their prices are nominal. These are Reasons for the success
of their brands.

15.Recommendation:
 Engro Foods should have much diversified bi-product line of dairy products like Nestle &
Haleeb.
 They should introduce new promotions to get customers’ attention.
 EFL should expand its dairy farms so that they can get competitive advantage.
 EFL should focus on Market Penetration, Market Development and Product Development
strategies with more efforts to be the market leader.
 They should go expand its capacity to enter into in international market like Nestle.
Engro Foods should have much diversified bi-product line of dairy products like Nestle &
Haleeb.
They should introduce new promotions to get customers’ attention.
EFL should expand its dairy farms so that they can get competitive advantage.
EFL should focus on Market Penetration, Market Development and Product Development
strategies with more efforts to be the market leader.
They should go expand its capacity to enter into in international market like Nestle.
Engro Foods can be into Co-branding with other brands like Olper’s with Lipton tea bags,
Olper’s with different biscuits etc. to increase their sales
They can also move towards other foods products like Nestle launch Kit Kat Chocolate,
Meggi Noodles, and Sweets Candies etc.
 ads for youth
Special campaigns for children (that is for mummy)
 Free iftars and sehri
 Social cause promotion
 Cause related marketing

Recommendations from group members:
 They should introduce tea bags and small pouches to make one cup of
tea for students and individuals.
 They should focus to provide natural taste of milk and avoid synthetic
milk.
 They should introduce cultural aspects in their commercials

16.REFRENCES:
Principles of marketing by Kotler Armstrong.
https://www.scribd.com/doc/29987448/Marketing-Strategies-of-Olpers-and-Milkpak
https://www.slideshare.net/999mubashar/engro-foods-47713102?next_slideshow=1
https://www.scribd.com/document/346426997/Project-Report-on-Engro-Foods
https://www.ukessays.com/essays/marketing/marketing-plan-olpers-milk-marketing-essay.php
https://www.slideshare.net/linashuja/engro-foods-28900522
https://www.marketing91.com/marketing-mix-of-engro-foods/
https://www.slideshare.net/mutahirbilal47/bcg-matrix-of-engro-foods
http://www.engrofoods.com/ourbrands.html
https://geneious.wordpress.com/2010/03/26/olper%E2%80%99s-milk/
https://www.slideshare.net/JunaidShahid2/engro-foods-44954707
https://www.scribd.com/doc/34439721/marketing-strategies-of-Olper-s
https://www.scribd.com/doc/26145582/Marketing-of-OLPER-s

17.Appendices:
Porters Five Forces Model:
Olpers competitors MarketShares:

Olpers Product Portfolio:

Price Competition:
Buyers Buying Behavior:

Positioning Map:
BCG Matrix:

Research Methodology:
We first conducted a survey on Olpers milk, by taking a sample size of 110.
We allotted sample size into males and female.
Males: 52
Females: 58
There are 16 statements in our questionnaire along with three open ended questions.

OLPER’S MILK
This survey is about the most famous milk brand OLPER’S. OLPER’S contains vitamins, minerals,
protein and calcium. It’s the product of Engro foods that contains many brands like Omore, Tarang, and
Omung etc. The purpose of this survey is to collect information about this brand. Hence, your
cooperation will be appreciated.
Gender: o Male
o Female
Age: o 10-20
o 21-30
o 31-40
o 41-50
o 51-60
o Above 60
Education: o High School
o Bachelor
o Masters
o PhD
o Other_______
Monthly Household Income
(PKR):
o Rs. 10,000- 40,000/-
o Rs 40,001- 80,000/-
o Rs. 80,001- 100,000/-
o Above Rs.100,000/-
Marital Status: o Unmarried
o Married
o Divorce
o Widow
Occupation: o Housewife
o Student
o Employed
o Business Owner
o Unemployed
o Other_______

Statements STRONGL
Y AGREE
AGRE
E
NEUTR
AL
DISAGRE
E
STRONGL
Y
DISAGRE
E
1. I believe that Olper’s milk
provide good quality milk.
2. I feelit is healthier and provides
all the nutrients.
3. As compared to competitors I
think that Olper’s are giving the
best quality
4. The packaging of Olper’s Milk is
easy to use and make easier to
store.
5. The flavor of Olper’s Milk is
very natural.
6. I believe that the prices charged
by Olper’s Milk are easily
affordable.
7. I would like to purchase
Olper’s Milk on special
occasions (e.g. when guests
are visiting my home, or when
I am making sweet dishes).
8. I think that Olper’s Milk is easily
available in grocery stores.
9. I will prefer to buy Olper’s Milk
through online stores (if
provided).
10. I found Olper’s Milk Ads to be
very creative/interesting.
11. I think their Ads show our
culture and values of our society.
12. They need further product
extension (like yogurt, powdered
milk, teabags etc.)
13. I think they should introduce
online buying and selling.
14. I think that they are attracting
their customers better than their
competitors.
15. I believe that they can best
advertise benefits of Olper’s
Milk to their customers.
16. I feelImprovements could be
made to its products to meet
people’s needs even better.

17 Any recommendation regarding (packaging, price, and advertisement) or
anything you don’t like about Olper’s?
18 Should Olper’s needs to introduce any new product like tea, juices, yogurt etc.?
19 Anything you don’t like about Olper’s?

GRAPHS:
DEMOGRAPHIC INFO:
SAMPLE SIZE= 110
GENDER:
In this Survey there are 47 % females and 53% males.
AGE:
Age
Frequency Distribution Percentage (%)
10_20 39 35.45
21_30 61 55.45
31_40 6 5.45
41_50 2 1.82
51_60 1 0.91
Above
60 1 0.91
Total 110 100
Gender
Frequency
Distribution
Percentage
(%)
Male 52 47.27
Female 58 52.73
Total 110 100
GENDER
Male Female

In this survey we categorized peoples into 6 different groups, majority is between 10-30
years. There are 34.45% peoples between 10-20 years, 55.45% between 21-30 years, and
other remaining 11.1% Above 30 years.
EDUCATION:
Education
Frequency Distribution Percentage (%)
High
school 16 14.55
Bachelor 60 54.55
Masters 29 26.36
PHD 2 1.82
Other 3 2.73
Total 110 100.00
AGE
10_20 21_30 31_40 41_50 51_60 Above 60
EDUCATION
High school Bachelor Masters PHD Other

There are 15% high schoolstudents, 55% bachelors, 26% master’s students and other
remaining are PHD and Others.
INCOME:
Income
Frequency
Distribution
Percentage
(%)
10,000-40,000 51 46.36
40,001-80,000 20 18.18
80,001-100,000 24 21.82
Above RS 100,000 15 13.64
Total 110 100
46% belonged to low income segment which is 10,000-40,000, 18% has income between
40,001-80,000, 22% has income between 80,001-100,000 and remaining 14% has above
100,000 income.
MARTIAL STATUS:
INCOME
10,000-40,000 40,001-80,000 80,001-100,000 Above RS 100,000
Marital Status
Frequency Distribution
Percentage
(%)
Unmarried 90 81.82
Married 19 17.1
Divorce 1 0.91
Widow 0 0.00
Total 110 100.00

Maximum participants are unmarried, they are 82% and 17% are married.
OCCUPATION:
Maximum participants are students they are 68%, 19% employed, and 5% are
housewives, 5.5% are unemployed and 3% are business owners.
MARTIAL STATUS
Unmarried Married Divorce Widow
OCCUPATION
Housewife Student Employed
Business Owner Unemployed Other
Occupation
Frequency
Distribution
Percentage
(%)
Housewife 5 4.55
Student 75 68.18
Employed 21 19.09
Business Owner 3 2.73
Unemployed 6 5.45
Other 0 0.00
Total 110 100

STATEMENTNO 1:
47% participants agrees that olpers provide good quality milk, 15.54 strongly agreed
while 25% remain neutral and remaining 11% disagree with it.
STATEMENTNO 2:
Statement 2
Frequency
Distribution
Percentage
(%)
Strongly Agree 10 9.09
Agree 55 50.00
Neutral 26 23.64
Disagree 12 10.91
Strongly Disagree 7 6.36
Total 110 100
STATEMENT NO 1
Strongly Agree Agree Neutral Disagree Strongly Disagree
Statement 1
Frequency
Distribution
Percentage
(%)
Agree 52 47.27
Neutral 28 25.45
Disagree 10 9.09
Total 110 100

50% participants agrees that olpers provide all nutrient, 9% strongly agreed while 24%
remain neutral and remaining 17% disagree with it.
STATEMENTNO 3:
Statement 3
Frequency
Distribution
Percentage
(%)
Agree 49 44.55
Neutral 32 29.09
Disagree 8 7.27
Total 110 100
46% participants agrees that olpers provide best quality as compared to competitors, 17%
strongly agreed while 29% remain neutral and remaining 9% disagree with it.
STATEMENT N0 2
STATEMENT N0 3

STATEMENTNO 4:
50% participants agrees that olpers packaging is good and it is easy to use, 36% strongly
agreed while 10% remain neutral and remaining 4% disagree with it.
STATEMENTNO 5:
Statement 5
Frequency
Distribution
Percentage
(%)
Agree 44 40.00
Neutral 33 30.00
Disagree 12 10.91
Total 110 100
STATEMENT N0 4
Statement 4
Frequency
Distribution
Percentage
(%)
Agree 55 50.00
Neutral 11 10.00
Disagree 3 2.73
Total 110 100

40% participants agrees that olpers provides natural milk, 12% strongly agreed while
30% remain neutral and remaining 18% disagree with it.
STATEMENTNO 6:
Statement 6
Frequency
Distribution
Percentage
(%)
Agree 43 39.09
Neutral 32 29.09
Disagree 21 19.09
Total 110 100
45% participants agrees that olpers milk is easily affordable, 17% strongly agreed while
STATEMENT NO 5
STATEMENT NO 6
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

STATEMENTNO 7:
Statement 7
Frequency
Distribution
Percentage
(%)
Agree 40 36.36
Neutral 24 21.82
Disagree 10 9.09
Total 110 100
36% participants agrees that Olper’s Milk on special occasions (e.g. when guests are
visiting my home, or when I am making sweet dishes), 29 % strongly agreed while 22%
remain neutral and remaining 13% disagree with it.
STATEMENTNO 8:
Statement 8
Frequency
Distribution
Percentage
(%)
Agree 48 43.64
Neutral 4 3.64
Disagree 7 6.36
Total 110 100
STATEMENT NO 7
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

44% participants agrees that Olper’s Milk is easily available in grocery stores, 46%
STATEMENTNO 9:
Statement 9
Frequency
Distribution
Percentage
(%)
Agree 36 32.73
Neutral 25 22.73
Disagree 30 27.27
Total 110 100
33% participants agrees that they prefer to buy olpers milk from online stores, 10%
STATEMENT NO 8
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
STATEMENT NO 9
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

STATEMENTNO 10:
Statement 10
Frequency
Distribution
Percentage
(%)
Agree 56 50.91
Neutral 28 25.45
Disagree 11 10.00
Total 110 100
51% participants agrees that Olper’s Milk Ads are creative and interesting, 11% strongly
agreed while 25% remain neutral and remaining 13% disagree with it.
STATEMENTNO 11:
Statement 11
Frequency
Distribution
Percentage
(%)
Agree 60 54.55
Neutral 32 29.09
Disagree 5 4.55
Total 110 100
STATEMENT NO 10
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

55% participants agrees that Olper’s Milk Ads show cultural aspect, 12% strongly agreed
while 29% remain neutral and remaining 5% disagree with it.
STATEMENTNO 12:
Statement 12
Frequency
Distribution
Percentage
(%)
Agree 48 43.64
Neutral 18 16.36
Disagree 19 17.27
Total 110 100
44% participants agrees that Olper’s extend their productline, 18% strongly agreed while
STATEMENTNO 11
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
STATEMENTNO 12
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

STATEMENTNO 13:
Statement 13
Frequency
Distribution
Percentage
(%)
Agree 48 43.64
Neutral 22 20.00
Disagree 20 18.18
Total 110 100
44% participants agrees that Olper’s Milk should introduce online buying and selling,
20% strongly agreed while 4% remain neutral and remaining 20% disagree with it.
STATEMENTNO 14:
Statement 14
Frequency
Distribution
Percentage
(%)
Agree 57 51.82
Neutral 26 23.64
Disagree 8 7.27
Total 110 100
STATEMENTNO 13
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

52% participants agrees that Olper’s Milk attracting their customers better than their
competitors, 17% strongly agreed while 24% remain neutral and remaining 7% disagree
with it.
STATEMENTNO 15:
Statement 15
Frequency
Distribution
Percentage
(%)
Agree 62 56.36
Neutral 23 20.91
Disagree 8 7.27
Total 110 100
56% participants agrees that Olper’s Milk can best advertise benefits to their
customers,13% strongly agreed while 21% remain neutral and remaining 9% disagree
with it
STATEMENTNO 14
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
STATEMENTNO 15
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

STATEMENTNO 16:
Statement 16
Frequency
Distribution
Percentage
(%)
Agree 58 52.73
Neutral 25 22.73
Disagree 5 4.55
Total 110 100
51% participants agrees that Olper’s Milk Improve its products to meet people’s needs
even better, 19% strongly agreed while 23% remain neutral and remaining 6% disagree
with it
STATEMENTNO 16
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Final report on Olpers milk

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Final report on Olpers milk