Olper’s Marketing Mix

Prepared for:

Comsats University Islamabad

(Lahore Campus)

Prepared By:
Muhammad Hammad (003)
Nimra Masood (005)
Ahmed Ali Bhatti (007)
Faizan Naeem (011)
Tabish Fawad (012)

October27,2021
Olper’s Marketing Mix

Table of Contents

Introduction:...............................................................................................................................2
Mission:......................................................................................................................................2
Vision:........................................................................................................................................2
Marketing Mix:..........................................................................................................................3
Marketing mix of Olpers:...........................................................................................................4
 Product:...........................................................................................................................4
Olpers product relation with Consumer.....................................................................................4
 Price:...............................................................................................................................5
Olpers price relation with Cost:.................................................................................................5
 Place................................................................................................................................5
Olpers placement relation with Convenience:...........................................................................6
 Promotion:.......................................................................................................................6
Taglines:.............................................................................................................................7
Olpers promotion relation with Communication.......................................................................7
Recommendations:.....................................................................................................................8
Conclusion:................................................................................................................................8
References:.................................................................................................................................9

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Olper’s Marketing Mix

Introduction:

In 2005 Engro Foods (Pvt) Ltd. was established as a

diversification process at Engro Group then Olpers milk was
introduced as a flagship brand in 2006 by FrieslandCampina.
It is a German company and dealing with dairy products in
all over the world.

In Pakistan they are working with Engro Pakistan. They have

Branches in the 38 countries.

Olpers 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. It is available in easy to open 6-layered
Tetra Pak Brik Aseptic red packaging and comes with three months shelf time.

Olpers has become the leading milk distributers in the market in a very short time and has a
very good reputation in the market. Company claims that Olper’s Milk is,

 Free of preservatives.
 UHT treated.
 Goes through a rigorous scrutiny of 28 different types of quality tests before reaching
consumers.

Mission:

“Unlocking Pakistan’s premier Pakistani enterprise with a global reach,

passionately pursuing value creation for all stakeholders”

Vision:

"Unlocking Pakistan’s potential through globally competitive,

inclusive solutions to today’s most pressing issues.”

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Olper’s Marketing Mix

Marketing Mix

The set of tactical marketing tools, product, price, place and promotion
that the firm blends to produce the response it wants in target market.

Marketing mix of Olpers:

 Product:
There are certain products related with Olpers like low fat milk, Olpers Dairy Cream
but here we focusing on Opler’s Milk. Opler’s
Launched in 2006 by FrieslandCampina Engro
Pakistan Limited and has developed to ended
up a leading player within the UHT Milk
category in Pakistan. They collect fresh Milk
from Farms across all Pakistan on a day-by-day
premise and guaranteeing that every pack of Milk
is with high level of cleanliness. Opler’s Milk is free of preservatives, UHT treated and goes
through a rigorous examination of 28 different types of quality tests before coming to buyers.
Opler’s has been the pioneer in advancement for the UHT category with different pack groups
and sizes bringing comfort and accessibility to people. A UHT milk is like real milk, just like
the kind you buy chilled in the dairy aisle, but its special pasteurization and packaging
process gives it a shelf life of several months. As Claimed by Olpers. It passes through a
standard pasteurization process, UHT milk goes through ultra-pasteurization, which safely
heats the milk to a higher-than-usual temperature. The Milk is produced at 11,476 dairy farms
owned of their dairy farmers.

“We’re entering 2020 in much better shape as far as our margins are
concerned versus the second half of 2019. We’ve grown volumes” Said by
Khan CEO of Olpers

Olpers product relation with Consumer

Olper’s milk along with the Olwell will include all the features and core values that
have been mentioned so as to receive maximum consumer satisfaction. More will be given
than promised so as to achieve customer delight. A massive advertisement campaign with
Olper’s logo on every bill board, ads and newspapers. Every marketing campaign will be

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Olper’s Marketing Mix

utilized in order to let people know of the new product. There will be many below the line
activities including free tea using Olper’s milk will be provided the potential buyers at major
departmental stores for testing purposes, so that people know what type of product they will
be using.

 Price:
The prices of Olper’s vary according to the size. The prices of available
Olper’s packs. The company 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.
In this type of pricing strategy, the prices of the competitors are studied and the products’
prices will be determined by this.

SIZE IN ML OLPERS NESTLE HALEEB

MILK MILK

1500 ML 210 215 213

1000 ML 160 164 141
250 ML 53 40 50

The company has decided to follow the strategy of competitive pricing for its products. In
order to do so it has kept a careful watch on the market economy as well as the pricing
policies of all its competitors. The price of its packet sizes is less than Nestle Milk Pak. And it
is giving advantage to Olpers in the market. As we surveyed from different people, they
consider Opler’s is best value for many.

Olpers price relation with Cost:

Olpers price is cost based. They evaluate their costs first and then set prices. Secondly
the Market Penetration price strategy will be used in order to penetrate in the market quickly
and deeply to attract a large number of buyers.
1000 ml=160; 250 ml=53
 Place:

Olpers has two plants in operation in Sukkur and Sahiwal and guarantees that
the product is distributed in a timely and efficient manner to all of Pakistan's shops and

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Olper’s Marketing Mix

retailers on daily basis. Olpers has a sales and distribution network consisting of more than
300 distributors in Pakistan and is currently available in over 80 cities and could be found in
every retail store of Pakistan.
Engro Foods Limited has its own sales and distribution network and they have divided
Pakistan into five regions which are,
 Karachi
 Lahore
 Peshawar
 Multan
 Islamabad

Company has three warehouses one at Sukkur, one at Sahiwal and other is the central
warehouse which is located in Rawalpindi and distributors collect Olpers from these
warehouses and distribute it all across Pakistan. Nara Farms is one of the largest commercial
dairy farms in Sindh, home to 6,500 Australian breed cows which are pampered with best
dairy farming practices to ensure that we get nutritious & healthy milk. FrieslandCampina
Engro’s South Plant which is 1.5 km from Sukkur Barrage, was the company’s first
production plant and came into operation in 2006 as FrieslandCampina Engro started
business. The plant is spread over 29 acres of land and has flexible processes enabling it to
make all FrieslandCampina Engro products, serving the needs of key brands such as Olper’s
Tarka Desi Ghee, Dairy Omung, Tarang, Omung Dobala as well as Olper’s Milk, 

Olpers placement relation with Convenience:

Olpers does not directly sell its products to its consumers. They have intermediaries in
its distribution. They use Intensive Distribution Strategy which helps them cover all over
Pakistan and continuity of products available for customers. Olper’s milk now launched in
many major cities, and will number around twenty. Olper’s milk will be distributed to over 80
cities very effectively in a short period of time after launch, because it is very difficult to
launch a product in more than 25 cities simultaneously. The convenience strategy includes
division of the country into five major regions. These regions are Lahore, Karachi, Multan,
Islamabad and Peshawar. This requires efficient transport facilities as well as warehouses and
storages in different cities for the effective convenience of consumer. a dairy farm in Nara
(Sindh), it offer top quality & safe dairy products to our consumers, while boosting
country’s agricultural and dairy produce.

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Olper’s Marketing Mix

 Promotion:
Media blend for Olper's milk incorporates TV, Billboards, radio and, brand
promotion activities, Olper's considers T.V still a viable medium in light of the fact that
People actually pay attention to the T.V consistently. TVC be that as it may, is phenomenal.
The Signature advertisement was a 125 seconds advertisement with just 3 seconds of
marking. Olpers Packaging red color that has been chosen for the packaging of Olper’s milk
is quite eye-catching and distinctive than the colors that have been used in Pakistan in the
milking sector till now.
Taglines:

“Subha bakhair zindagi”

“Jo Dil Khol Kay Jeetay Hain Unheen Kay Liyay Hai Olpers”

“Happy Subha Olpers Ki Happy Subha”

In 2019 Olper's proceeded with their major topical mission on 'Observe Happy Mornings'
subject, focused on additional reinforcing the brand's value and driving transformation from
Loose milk. The campaign featured a perspective on how they take care of their cows and
buffaloes and how their cows and buffaloes provide nourishing milk. because of this
campaign Olper’s has improved its brand and a notable growth in market leadership in the
UHT Milk category.
Strong perception has been built for consumers of Opler’s via beautiful and emotional ads.
The use of lively colors in ads has helped the brand create a positive perception in the
customer’s minds.

Olpers promotion relation with Communication

Olper's has, since the launch, successfully promoted the Ecolean package
through various channels. The communication is focused around the convenience and
functionality of the packaging; easy to open, easy to tear and microwaveable.
For special festivities, Olper’s introduces limited edition designs. In 2015 the limited-edition
Ramadan design was printed with metallised gold, which was first of its kind in an Ecolean
package.

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Olper’s Marketing Mix

It has definitely made a difference to the consumer because obviously there

is a convenience angle that we are offering and the consumers are
understanding that.

- Mr. Sarfaraz A Rehman, former CEO, Engro Foods.

Recommendations:
 They should change their milk’s taste and should concentrate on the natural taste of
milk.
 Should introduces new marketing strategies to gain new customers attention.
 They need to expand their brand internationally and their product line and should
introduce, Yogurt, Bottle milk, Cheese, Tea bags, Coffee.

 They should introduce a Product like Nestle Milo.

 To acquire a competitive advantage over competitors, Olpers should construct more
dairy farms across Pakistan.
 Olpers should increase the thickness of their milk.
 As we surveying in market some retailers claimed that Olpers is increasing its prices
in a very short time so they should control it and should maintain their prices for lower
class also

Conclusion:
As a conclusion we can say that, Opler’s marketing mix is proving to be good
for it, and it has now become one of the top milk distribution brands in the industry due to the
quality it provides, and Olpers is increasing its market share by concentrating more on
advertisement and brand extension. Olpers is achieving very good milestones we conducted
surveys in shops, markets. They say that Olpers is readily available and very good at selling
point and quality wise. Then Milkshake Shops people claimed that they use Olpers because it
is easily available and has a good taste and mostly households are using Olpers in tea One
Important Thing many people still not believe on the Packaged milk. So, Olpers should
launch Campaigns Especially where the powdered milk is selling. Tetra Pack has launched
some campaigns but They should have to document their factory so that people can easily
trust on them.

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Olper’s Marketing Mix

References:

 E. (2020, April 21). Company Overview. Engro Corporation.

https://www.engro.com/overview/

 E. (2021, June 24). Nourishing by Nature | frieslandCampina. Engro Corporation.

https://www.engro.com/frieslandcampina/
 Marketing Mix of Olpers. (2019).
https://frieslandcampina.com.pk/annual-reports/2019/olpers.html
 Alam, K. (2020, March 17). Of loose milk and tight margins. DAWN.COM.
https://www.dawn.com/news/1541158
 Desk, W. (2015, May 11). Olper’s ‘Fulfill Her Dream’ Ramadan Campaign.
Brandsynario. https://www.brandsynario.com/olpers-fulfill-her-dream-ramadan-
campaign/
 E. (2018, November 29). Engro Foods flagship brand Olper’s focuses on female rural
empowerment. Engro Corporation. https://www.engro.com/press-releases/engro-
foods-flagship-brand-olpers-focuses-on-female-rural-empowerment/
 Marketing Project 2015. (2015). The Beaconhouse Times.
https://www.beaconhousetimes.net/index.php?page_id=11&content_id=11275

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