MILK PAK VS OLPER’S

• 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.

• 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.

Milk PakCONSUMER 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”

• 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.

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

Tag lines and slogans focus on people working• to maintain health and family• to take challengesE.G “ JAAN BANAO”

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.

• 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.

• 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.

• 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.

BRAND PERSONALITYOlper’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”

• 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)

Motivation for Customers

• Olper’s Ramadan Ads

• Different Promotional Campaigns

• Attractive Taglines and Jingles

• Celebrity Endorsements (Ad 2)

• 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”

• 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.

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.

• 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.

• 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)

Thank You