Keywords: dairy marketing plan, olpers dairy swot
Engro Foods (Pvt. ) Small (EFL) was set up in 2005 as part of a huge diversification process at the Engro Group. Engro Group itself is one of the leading business company with high projects in the fertilizer, food, ability, era, petrochemicals, automation and terminal safe-keeping industries. Engro wanted to setup a latest fertilization herb but scheduled to certain restrictions from the federal government was not in a position to expand in the fertilization field. There, the organization decided to invest into a fresh market. Olper's Dairy, company's first brand premiered in 2006 in major places of Pakistan concurrently so that product increases popularity and visibility together.
By this information, we got the idea of launching a refined milk that will gratify all the needs of a household related to the utilization of milk.
The plan, in a very brief way describes what segments the company is going to target, how and what ways of take on to accomplish a brandname position and make maximum profits. The plan also points out the strengths, weaknesses that accounts to internal factors that can affect a product and opportunities and risks, which are the external factors troubling the product
Current Marketing Situation
Marketing research is an important step whenever a new product is usually to be launched into market especially for an organization with no experience in the field. There are numerous risks from the new product. so to lessen the potential risks, research is a very important step into the launch.
The research uncovered that the meals industry held the maximum promise and earnings if on right keep track of.
The reports show that Pakistan is the third largest dairy producing country in the world, with urban intake around 7 billion liters each year. There can be an overall expansion in the PLM sector scheduled to understanding in health insurance and hygiene, this coupled with a growing dissatisfaction with the loose dairy from the neighborhood "doodhwala". In Punjab loose dairy costs between Rs. 46 and Rs. 50 while tetra jam-packed dairy costs around 75, same is the situation is Sindh where in fact the price difference between the fresh milk and packed milk is just about 20. These are a few problems that have to be solved in order to penetrate the marketplace fully extent.
Market description
The dairy sector involves the consumers that contain standardized choices. All consumers that drink either fresh or processed milk have homogeneous and similar choices and needs. Keeping these things in mind, it is very difficult for a new company to take on a challenge of producing on a big scale, distributing it extremely effectively and massively promoting. The personal preferences that the consumers want are nearly similar based on the review. The inclination towards particular qualities milk should attain are, the dairy should be white, dairy should not smell, hygienically refined and is wonderful for health and bone fragments. Keeping these tastes Engro Foods unveiled two more products besides Olper's milk: Olwell diet and Olper's cream
As previously mentioned, the preferences of all consumers demanding or wanting dairy will be the same. So segmentation is really an issue for the Engro Group however the preferences differ for a few consumers that choose skimmed milk. The segmentation was done according to demographics, psychographics and tendencies.
Market segmentation
Demographics generally refers to the age, love-making and which life routine stage a person or group of men and women comes under. There are many products which are influenced by the demographics of the customers. but Olper's dairy is not damaged by these limitations and limits. This product is produced for many audience and users from higher or middle income families. The study suggested that the lower class people have another attitude towards processed milk. All of the companies and groupings in the milking sector are trying to change the image of the loaded milk. Due to this image of the prepared milk, even though not attempting to be, Olper's dairy will gain an image where it'll look, it is made for a special social class
Psychographic in marketing identifies the personality, brand consciousness, lifestyles and prices of people. Some individuals will be more goal-oriented and interested in their goals. As Olper's dairy and Olwell both focus on a person being bodily and emotionally fit, so people will look after this as a brand and will be expecting benefits that your marketers have identified.
Behavioral factors include which behavioral aspects are participating when segmenting the marketplace. As stated above the company has divided its market into three totally different segments corresponding to how people reply on different stimuli. This segmentation is performed on a basis that individuals want milk you can use as a tea whitener so obviously the colour of the milk does subject a lot. Subsequently, customers want something which they can use for many purposes, not solely for an individual use. Marketers of the firm have to bear in mind that they have to compete with opponents such as Nestle and Haleeb which are in this division for an interval longer than Olper's and they attain many dedicated customers who will prefer the their respective brand respectively.
Product Review
different packaging of all the three products: Olper's milk, Olwell and Olper's cream
Marketers are determined to put it as a product that can be used for many purposes that the new milk does
UHT heated processor, which means high quality of milk
6 tiers of tetra load up for extra cleanliness and safeguarding the preserved dairy from bacterias and germs
3 calendar months of shelf life, which means that storage area of dairy, or consumers can purchase cartons of dairy without having to worry that the dairy will get pointless.
Milk that attains all the nutrients which the fresh dairy has.
A product that helps weight conscious visitors to loose weight
Helping all users to truly have a chance to own healthy and strong bones
Olper's cream specifically tackles individuals who are addicted to desserts and "meetha". This product can be utilized in desserts and wedding cake icings and etc.
Competitive review
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. The major contestants which the marketers of the company must review and research upon are Nestle and Haleeb, both of which have grasped enough experience in this field and also have obtained many brand loyal customers
- Nestle
The market leader in this milking market is Nestle, which is producing and selling its product with the name Milkpak since 1981. They unveiled the concept of processed milk and established the concept of tetra pack dairy in Pakistan. This is pretty well identified by majority in Pakistan and a synonym was attached to the Milkpak as "quality milk". The business has got great experience and is tracking expansion strategies. They have got a secure financial qualifications so they will be willing to get both in promoting and advertising if needed. They have got targeted their market to areas restricted to near proximity to urban areas and are focusing on people developing a midsection or high sociable class. They have always served the milking sector up with their capacity. The product is unique because of the addition of irons, supplements A and C in the milk.
- Haleeb Milk
Haleeb foods was set up in 1986, soon after the initiation of Milkpak from Nestle. Haleeb foods is serving this country for the past 27years and also have been quite successful in doing this. They were quite a competition for nestle when they launched haleeb dairy in 1986, but in some way or the other these were struggling to make that sort of a image that the Milkpak achieved in early 80s
Haleeb milk is said to be homogenized which means that all the nutrition and vitamins are spread equally within a carton. They have got real UHT standardized dairy, with 6 layered packing with a shelf life of three months roughly.
- Anhaar Milk
Anhaar "fresh" dairy just turned into the milking market lately. They have moved into market with another aspect of processed milk. They turn down the idea of UHT standardized milk because according to their research UHT heated up dairy looses its original nutrient and vitamins. Additionally the UHT heated milk lessens the advantages and over strains the immune system
This dairy has a shelf life of only 3 to 4 4 days and nights. They dairy cow daily and the new dairy is provided to the market immediately after the milking process. Pure milk exhibits healthy intestinal systems, healthy skin area nails and mane, reduces chances of cancer, avoids diabetes and lowers cholesterol levels, handles blood pressure and boosts immunity. So according to this company they are really providing all of this to the finish consumers. This can be a turnover in the milking market from UHT place to providing farm fresh dairy.
- Taraang milk
Taraang milk joined up with this market to focus on low class people. Their main aim is to provide this category with a milk that doubles the taste and smell of tea. They have taken their way to get people by stars dancing and interesting advertisements rather than allowing consumers know of how their product differs than the existing products in the market
SWOT analysis
Strengths
- Engro food has been supported by the Engro group financially and by experience also
- Relationship with the farmers, as farmers will be the suppliers of the milk to Engro foods
- Third generation plant
- Strong consumer and product research
- Positive response from the users
Weaknesses
- Packaging
- low quality milk
- distribution
- milk collection centers
- narrow brand portfolio
- Olwell quite liberal advertising according to our culture
Opportunities
- Government funding for development of this sector
- ever increasing expansion in the consumers of prepared milk
- third largest manufacturer of the processed milk
Threats
- immense competition
- price difference
- Consumer patterns and perception
Objectives and issues
- First season objective
The targets for the time beginning with the release till the finish of the first season include attracting customers, changing consumers notion of processed milk, causeing this to be product a brand.
- Second year objective
End of the next year objectives includes regular customers, with brand devoted customers as well, and break night the creation costs as well as the vegetable costs.
- Issues
These objectives is a lot difficult to accomplish if the marketing office fails to promote and advertise the merchandise to the optimum level. When the first year objectives are not satisfied than it probably will be about impossible to complete with the second year objectives
Marketing Strategy
As marketing strategy means to make strategies that are customer motivated and employing them through programs and recognition programs. In this manner new customers will be drawn, and will help the business to make income and help the business build profitable customer relationships.
The marketers will establish a posture of Olper's dairy according to uniqueness of the product. The marketers of this company will target midsection to high interpersonal class that are looking something that is as useful as its identified value.
Positioning
The red colorization that has been chosen for the product packaging of Olper's milk is quite eye-catching and distinctive than the colors which have been used in Pakistan in the milking sector till now. The merchandise will be situated in a way that it conveys the communication that it will match all the purposes of a consumer that the fresh milk does.
Olwell will be situated in a way that it will target individuals who are goal-oriented and focus on their careers. This will also exhibit a image that this can help people stay fit and in the same form without being concerned for system. drawing. bitmap contents in the regular milk
Product strategy
Olper's milk combined with the Olwell will include all the features and central values which have been mentioned in order to obtain maximum consumer satisfaction. More will be given than promised so as to achieve customer pleasure.
A massive advertisement advertising campaign with Olper's logo on every bill board, advertisements and newspapers. Every advertising campaign will be used in order to let people know of the new product. There will be many below the lines activities including free tea using Olper's milk will be provided to the potential buyers at major departmental stores for examining purposes, so that people know what kind of product they'll be using.
Pricing strategy
We would be implementing competitive pricing strategy for all the merchandise; Olper's milk, Olwell, Olper's cream. In this kind of costing strategy, the prices of the competition are analyzed and the products' prices will be determined by this. As the price of Milkpak is just about 70 Rs, we will add our dairy with a cost slightly lower than this and then little by little increasing it.
Distribution Strategy
Olper's milk will be launched in many major metropolitan areas, and will number around twenty. Olper's dairy will be sent out to over 80 places very effectively in a short time frame after launch, because it is very difficult to launch a product in more than 25 locations simultaneously. The circulation strategy includes department of the country into five major regions. These regions will be Lahore, Karachi, Multan, Islamabad and Peshawar. This involves efficient travel facilities as well as warehouses and storages in several towns for the effective distribution. Trained personals will be employed who will be having an experience of at least 2 yrs in the circulation field. The dependence on technology for the circulation is necessary so new technology will be used to monitor the storages, warehouses etc.
In order to draw in vendors with experience a fixed commission rate of 5% will be arranged, that will be not be negotiable in order to avoid future fights and hassle.
Sales targets will be established twice on a monthly basis after discussing the market situations with the marketers. Incentives, bonuses, increments, and training will be provided to the marketers and staff for even more improvement in the distribution field.
Marketing research
In the marketing research that we conducted following the launch of the product included interviews, questionnaires and studies. This will allow us to improve our product and further diversify in the meals field itself.
The questionnaire was distributed to the clients at the local retailers and departmental stores. 250 questionnaires and 50 interviews will be examined to evaluate client satisfaction and what customers need and expect from our product.
According to the survey, we found out that folks between 28 to 50 use dairy in tea, at the breakfast time table, and young people drink dairy when studying or heading to school
