2. • Milk Pak - product of Nestle, well known
brand for its quality. Market leader of
packaged milk.
• Olper's, with strong financials by Engro
Foods, came in 2006 and broke the
monopoly of Nestle Milk Pak.
• Milk Pak has 40% market share while
Olper's has 22% market share.
3. • Milk Pak was the first to introduce the
packaged milk category, processing the milk
through UHT (Ultra-High Temperature
Processing) treatment and offer quality milk.
Thus, people perceive it as a healthy brand
and has emotional attachment due to its
history.
• Olper's however, came up with aggressive
marketing strategies and appealing
packaging and became a well known brand
in the market.
4. Milk Pak
CONSUMER PERCEPTION
• Milk Pak creates a perception of healthy and
pure milk for a family in the minds of
consumers i.e. its famous tag line
“ KHALIS HI SAB KUCH HAI”
• Feelings of trust, love and happiness is the
theme of Milk Pak ads E.g tag lines
“ Banaye mazboot gharana”
5. • It also works on building trust and loyalty in
the minds of consumers for example in an ad
it showed value chain network of collecting
and supplying milk was shown to build
consumer’s trust.
6. BRAND PERSONALITY
• healthy, active, goal oriented people
• Incorporates family trust and love
BRAND POSITIONING: Functional
• Khalis hi sab kuch hai
• Wohi Qudrati Maza
• Pure milk, healthy living
TARGET MARKET – upper middle and High class
DIFFERENTIATION:
Addition of Iron and Vitamin D
7. Tag lines and slogans focus on people working
• to maintain health and family
• to take challenges
E.G “ JAAN BANAO”
8. MOTIVATION
Milk Pak motivates purchasing through its
powerful message strategy
• Tapal Tea is recommending Milk Pak to be
used with its tea to get real taste and aroma
• Well Women Campaign using specialists
doctors like Gynecologists, Pediatricians etc
recommending to use a glass of Milk pak to
get healthy living.
9. • Sports professionals using Milk Pak as a drink
during sports interval.
• E.g Shahid Afridi and women athlete who won
the 100 metre race for Pakistan using Milk Pak
as a drink during sports interval.
10. • Recently, Milk Pak came up with an Ad
showing 4 stages to safe milk in the ad that
ensures quality and health that Milk Pak has
promised to its customers – People get
motivated towards drinking healthy and safe
milk.
11. • Milk Pak also ran a campaign named as
“PAKISTAN SAFEMILK MOVEMENT” which
directed people towards using pure and safe
milk free of any antibiotics , preservatives etc.
This was an act of corporate social
responsibility showing concern and care for
people and building their trust.
12. BRAND PERSONALITY
Olper’s
• Contribution of love, care, and happiness
in families.
• People who love to stay healthy, active
and fresh.
• Every morning starts with Olper’s, their
tagline being “Subah Bakhair Zindagi”
13. • Olper’s concentrates on emotional aspect in
their ads to focus on the core need of
customers that can be satisfied.
• It is a complete milk for people of all ages.
• It is an ‘All-purpose’ milk for an entire family.
• A convenient milk with youthfulness a family
can depend on. (Ad 1)
14. Motivation for Customers
• Olper’s Ramadan Ads
• Different Promotional Campaigns
• Attractive Taglines and Jingles
• Celebrity Endorsements (Ad 2)
15.
16.
17. • Its unique packaging color attracts
customers spontaneously in shelves,
differentiating it from its competitors.
• 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 new tagline, “Jo dil khol
kay jeetay hain unheen kay liye hai
Olper’s”
18. • Olper’s has added the attribute in the
form of ‘concept of unity and sharing’
and the ‘philosophy of spreading peace’
in its ad campaigns.
• It creates a sense full of culture, religion
and society values in Pakistan.
19. Consumer Perception
• Strong perception has been built for
customers of Olper’s via beautiful and
emotional ads. (Ad 3)
• Use of lively colors in ads has helps the brand
create a positive perception in customers’
minds.
• Olper’s fulfils its promise regarding the feel of
its product, packaging, and its quality.
20. • Olper’s spreads a message of peace and
harmony through its ads, creating a positive
perception among the people.
• Beautiful family-oriented ad campaigns and
social welfare activities help Olper’s gain
loyalty of their customers.
• Introduction of special provincial packaging
gives a sense of unity all over the country.
21.
22.
23. • Effective communication with customers through
open discussions, social platforms, and feedback
is the main key in the modern age. Engro uses its
customer care via Taluq.
• Despite the economic recession and financial
crises in the country, Olper’s is not ready to
compromise on advertisement budgets and
consumer needs. (Ad 4 and 5)
