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STRATEGY
Contents
First Part Introduction Segmenting, targeting and positioning Second Part Brand value pyramid Celebrity endorsement Brand/line extension Third Part Brand elements Event marketing Future of marketing according to you
Third-generation UHT milk plant in the country 5 million people use Engro Foods products everyday 4th largest producer of milk country
Brand Elements
OLPERs considered following brand elements to be part of it: 1. Brand Name Before OLPERS, Milk Pak and Haleeb brand had local names. But OLPERs intended its name to look International, modern and distinguishable. 2. Logo OLPERs has a distinct logo which is identified easily by its consumers 3. Spokespeople The brand has a long list of ambassadors from showbiz to sport 4. Jingle- It has catchy lines and music to promote itself such as ao kuch naya karein 5. URL OLPERs is Engro Foods brand as it is a subsidiary of Engro foods. www.engrofoods.com 6. Slogan- Mera Intekhab Sirf OLPERs 7. Packaging OLPERs has a distinct vibrant colors close to nature as in Red, Purple,Yellow, Purple
Positioning Strategy
Marketing Positioning Competitive advantage from Nestle and Haleeb Subha Bakhair Zindagi, targeting the housewives and teenagers who are goal and family oriented User Strategy Maira Khan as brand ambassador of Olpers for female achievers Product Features positioning Olpers is thicker, stronger than Nestle and has a distinct aroma and taste
Positioning Error
Over-positioning Targeting only the upper and middle classes and leaving out the lower classes with high prices. Even the middle classes think it is above their monthly budget levels
Enhance Enhance
Stimulate
Full Cream Richness UHT Milk Red & White Color and Fond Picture of happy family All purpose Milk
Sensory branding is the key to attain loyalty and smashability of the brands.
The audio brand use of Tabla & Sattar to make it local and close to nature. The smell brand aroma that is not strong not weak
The visual brand vibrant colors Identify in the minds and on shops
The taste brand soft creamy taste, a bit strong thanHaleeb and Milk Pak
Celebrities Endorsement
Branding Strategy
Corporate Branding Line Extension Brand Extension
Line Extension 1. Olpers milk - Gaining the dairy edge! 2. Olpers Lite - embrace the lighter side of milk 3. Olpers Flavored Milk with Zafran and Badaam- savor the flavor of tradition - in every sip of milk 4. Olpers Cream - every day is a celebration with our crme de la cream!
Brand Extension
Olpers - Gaining the dairy edge! Olfrute Heavenly nectars from Engro foods (red grape, apple, guava,
green cock-tail, mango, apricot and orange )
Omore - ice-cream Olpers Tarkka Give your food some Tarkka! Omung rise up to a better life! Tarang - tarang in your tea-cup makes for sheer bliss!
Advertisement to celebrate Ramadan and appreciate the hardworking females of Pakistan. The ad campaign featured female icons belonging to Pakistani media.
Sponsorship-Broadcast
A brand should be social and this is how OLPERs did it Olpers joined forces with the team of Tanhaiyaan, a popular TV serial from the yester years loved by all Pakistanis, and made a sequel.
Social Welfare
Daharki and Sindh rural areas social welfare programs for education and improvement of society are going on.