My project about the product of Engro Food

1. MARKETING PLAN - OLPER'S MILK
By TazeenAzeem

2. COMPANY-ENGRO FOODSHISTORY:
established in 2005 as part of a diversification process at the Engro Group
plant located at Sukkur on 23acre land
plant has been established at acost of Rs. 1 billion which provides direct employment to 750 people
Engro Foods has entered the Foodbusiness through milk processing and sale with the company’s vision to pursue growth opportunities based on country fundamentals and own strength

3. SWOT ANALYSIS -STRENGTHS
1 . Engro’s Back
Olper’s is a brand of ENGRO foods. ENGRO isa well established brand name in Fertilizer, IT and infrastructure business so customers will automatically have a brand association with Olper’s and can easilyattract foreign investors in backing itagainst other competitors such asNestle.
2. Relationship with distributors
ENGRO foods can easily afford research and development cost. Itcan also distribute thebrand through better channels because of itslong term relationship with distributors in the agriculture sector.‡
3 . PR with farmers :
Strong & long term relationship with farmers who are willing to supply milk to thecompany.‡

4. SWOT ANALYSIS -STRENGTHS
4 . Positive response from customers
In first year, EFL crossed 1.4 billion sales which shows customers’ satisfaction upon EFL’s products.‡
5 . Strong consumer & productresearch
Hired various global research partners like AC Nielsen, Mindshare etc and Marsmarketing for strong research about launched products.‡
6 . Third-Generation Plant
Third-generation UHT milkplant in the country ,Plant in Central Punjab (Sahiwal) with an investment of Rs. 2billion (US $33 million).

5. WEAKNESSES
1. Olwell TVC :
Olwell ad which isbased on Western life style. Failed to analyze in Pakistan, where practicing Muslims reside and Ignoring the ethics, religious beliefs and cultural values.‡
2. Milk collection & distribution costs :
EFL’s 34 out of 40 milk-collection centers are located in Punjab & one processing plant in Sukkhur (Sindh) so its increases in collection & distribution costs in the terms of travelling etc.‡
3 .Narrow brand portfolio :
EFL’s brand portfolio still consists of just 3products i.e. Olper’s Milk, Olwell Milk andOlper’s Cream Whilst theircompetitors e.g. Nestle andHaleeb Foods have manybrands in dairy product line.

6. OPPORTUNITIES
1 . Increased farmers' funding by Government
2 . Increased consumption of PLM(processed liquid milk)
3 . Growing dissatisfaction with loose milk and increasingawareness about health and hygiene issues ledto increased processed milk consumption.
4. Pakistan is third largest producer of milk
Pakistan with 32 billion liter of milk a year,3 billion litres in the next few years. This is quite anopportunity for ENGROfoods as there is lot of growth in this part of theSector.

7. THREATS
1 . Consumers’ perceptions and price differentials Itis importantthat Olper’s comes up to the expectationsofthe customersFor example, lose milk is still cheaper thanpackaged milk and that is also one factor thatpeople still prefer to buy lose milk.
2 . Competition
For Olper’s it might be difficult to penetrate in amarket where the loyalties exist for suchbrands as Nestle and Haleeb.

8. MARKETING MIX
PRODUCT
Olper’s Milk
Launched on March 20,2006.
standardizedandhomogenizedpureUHT(Ultraheattreated)milkwith3.5%fatand8.9 % solid non-fats.
available in easy-to-open, 6-layered Tetra Pak Brick Aseptic redpackaging and comes with a 3months shelf life.

9. SHIPPING UNITS
1 Litre (1000 ml ) : 12packs percarton
½ Litre (500 ml) : 12 packs pershrink-wrapped tray
¼ Litre (250 ml) : 27 packs pershrink-wrapped tray

10. PROMOTION
TV Cs
print ads
radiocommercials
billboards
BTL activitiesincluding direct consumer and shopbranding activities
special discounts to retail outlets
Olper’s has gained a proper shelf placement in the presence of competitors like Nestle and Haleeb

11. PLACEMENT
Engro Foods Limited has its owndistribution network.
EFL has divided Pakistan into five regionsfor milkdistribution namely: Karachi , Lahore, Islamabad, Peshawar and Multan
Olper’s milk isavailable in 80 cities across Pakistan

12. COMMUNICATION STRATEGIES
ATL (Above The Line Activities—television, radio, etc.) and tailor-madeIftaaractivations, are aimed at building the necessary association
BTL (Below The Line—brochures, flyers, etc.) have also contributed to the brand’s success
it also involves reaching out to the different locations in various cities and having the housewives participate in learning and showcasing milk-based recipes.

13. SEGMENTATION AND TARGETING
Demographic segmentation notbounded toany particular age, gender or lifecycle stage
meant for all the users in higher upperor middle class families
specific social class who are health conscious and concerned abouttheir weight
‡Psychographic segmentation
more towards goal-oriented andfocused on careers and experiencers
conservatives with traditional beliefs of healthy life with processed milk.
Behavioral segmentation
‡ on the basis of benefits that consumers seek in themilk like drinking , whiteners to tea as well as to feed for their animals.

14. THANK YOU