Advertising Plan

Olper’s Milk

Situation Analysis

Industry Overview

Company Information

Contd.

• The milk sector shows a market that has homogeneous preferences that is the consumers have similar preferences.

• They want milk to be white, carefully processed, and good for health and bones.

• The markets, even urbanized, still have a strong preference towards the ‘doodhwala’ who in their minds is the source of purest and most fresh milk.

• Also, price differential between packaged milk and un-processed milk is also a strong influence on their decision

Markets Served

Market Share and Sales History

Methods of Distribution

Before the inception of the brand Olper’s, AC. Neilson

carried out a marketing research for Engro Foods to

determine the viability of the brand name ‘Olper’s’

and the market readiness through surveys, interviews

and focus groups. 1200 names were reviewed and

analyzed before Olper’s was decided

Before the inception of the brand Olper’s, AC. Neilson

carried out a marketing research for Engro Foods to

determine the viability of the brand name ‘Olper’s’

and the market readiness through surveys, interviews

and focus groups. 1200 names were reviewed and

analyzed before Olper’s was decided

Implications of any market research

S.No BEHAVIOURAL PSYCHOGRAPHIC DEMOGRAPHIC

BENEFITS PERSONALITY

TRAITS

INCOME CLASS

1 Healthy, nutritious, all purpose Variety seeking -

experiencers

Upper and upper-

middle

2 High nutrition, low fat Goal oriented/career

focused

Upper and upper-

middle

Target Market

Marketing Objectives

Marketing Mix

Price

Distribution

Promotion

• Media mix for Olper’s milk includes TV, print, outdoor, radio activities.

Advertising Objectives

Primary Vs. Selective Demand

• Olper’s tries to get tremendous exposure where the customers are most likely to look for milk; shelf position, billboards, TVC’s etc.

• Olper’s USP; ‘all purpose milk’ and for Olwell ‘low fat-high calcium’ diet milk is reflected and reminded in all campaigns to stand out.

How Olper’s is doing it?

• Olper’s advertising objective is to stimulate both direct and indirect action.

• Through their promotional campaigns like the ones during Ramzan and otherwise, they try to get a direct response from people to motivate them to buy.

• Indirect action is mostly the case where they are trying to create favorable attitudes towards the brand Olper’s.

Direct vs. Indirect Action

• In 3 years, to communicate the benefits of pure and all purpose milk and to 2/3rds of 80% of people still using unpackaged milk. Awareness

• -In 2 years, communicate the benefits of low-fat-high-calcium milk to 1/3rd of packaged milk users. Awareness

• -Try to communicate Olper’s value proposition, image and try to position itself as a pure and all purpose milk. Comprehension

• -To communicate Olwell’s value proposition, image and position itself as a high class, diet milk. Comprehension

• -To convince the informed group that Olwell is the pure, all purpose and healthy for bones drinking milk; something better in the same price for packaged milk. Conviction

• -To convince the informed group about the high calcium and low fat in Olwell, something that will help you live a successful and healthy life. Conviction

• -Stimulate desire among people through effective campaign. Desire• -Motivate the desired group to try the milk eg. through free sampling with bread

(Olper’s did this when they entered the market).•  

The Advertising Pyramid

Advertising Strategy

Product Concept

Contd.

Kim-Lord Purchase Decision Position Matrix

Target Market

Media reaching the target audience

Scope of Media Plan

Copy Elements

Art Elements

Format

Olper's Milk ensures that you enjoy every Sehr & Iftar with your family throughout this blessed month. Let optimism & the spirit of celebration bring you even closer together as you get ready to share this blessed Eid with your loved ones.

Art Elements

Format

Live larger than life with Olwell High Calcium Low Fat Milk, Enriched with high Calcium Vitamin E and less than 1% fat, Olwell Milk gives you the strength of V-cal so you’re unstoppable.

TVC’s

The Advertising Budget

The marketing situation

The marketing situation

• Objective/task method• Before Olper’s entered the market, the existing

brands were following a rather subtle advertising. Olper’s was launched with one of the biggest advertising campaigns that the nation has ever seen and then in self defense Haleeb and Milkpak re-thought their advertisement budgets.

• Olper’s sets its objectives specifically and considers marketing as a tool to generate sales. It determines its strategy according to the objectives set and then estimates the cost which becomes the basis of advertising budget.

Method of Allocation

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