Marketing Case Study: Olper's

EXECUTIVE SUMMARY

This report is about the marketing of Olper’s from the time when ENGRO foods came up with the idea of adding a new product line to their already well-established and long set of product lines to the point that they are still heavily promoting their product. We start by giving a brief history about Olper’s and how it came into existence. its mission statement and the vision. We move further with its goals that it has thought about for Olper’s and eventually the type of organizational culture of the organization.

We discuss the types of marketing research conducted by the company before introducing it to the market and how they have segmented its target market and positioned the product in the minds of the consumers.

We discuss the SWOT analysis in which we talk about the strengths, weaknesses, opportunities, and threats the organization is facing since its product was launched. We move further to talk about a variety of marketing strategies employed at different stages of the product life cycle, that is promoting the product and making consumers aware of Olper’s, using the 4 P’s to the best of their abilities.

We conclude the report by discussing the social responsibilities in which ENGRO Fertilizers is involved and the future plans of the organization for Olper’s.

INTRODUCATION

Olper's Milk is going through a process of ultra-heat to carefully preserve the rich creamy thickness of the milk. The country's leading all-purpose standardized UHT processed milk. Olper's Milk has pure taste in every sip and is backed by its high nutrition content and energizing freshness that have become identical with the Olper's brand.

It is widely liked for its fresh natural taste and full-cream richness, Olper's has steadil...

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...its competitors.

Price:

EFL IS pursuing the competitive pricing strategy for its products. In competitive pricing the price of the product is determined considering the price of major competitors like Nestle, Haleeb etc.

Size (ml) Olper’s Nestle Milkpak Haleeb Haleeb dairy queen

1000 88 90 90 70

500 50 52 52 35

250 26 28 28 20

Recommendation:

• Olpers Need To negotiate at fair price with tetra pack to reduce its cost

• They need to invest in creating dairy farms for themselves because sometimes farmers cost high charges for milk

• Government should encourage the new dairy farms in order to increase production which reduces cost.

• Olpers should focus to expand its operation to small cities to maximize its profits, right now they are only focusing on main cities.

• They should focus on expanding their collection centers outside Punjab to preserve milk