Olpers Market Strategy

|Marketing Report |Olpers |

| |Engro Foods |

|This document is a term paper written by the students of Principles of Marketing and it carries out a critical marketing analysis of Olper’s Milk – a |Faculty: Mr. Naveed Ilyas |

|product of Engro Foods. | |

Submitted By:

Adeel Edhi

Faiza Khan

M. Ahsan Iqbal

Owais Hassan Khan

Contents

1. BACKGROUND 5

1.1 About the Company 5

1.2 About the Product 7

2. INDUSTRY ANALYSIS 14

2.1 Industry Overview 14

2.2 UHT Milk Market and Olper’s Statistics 14

2.3 Demographic Environment 18

2.4 Economic Environment 19

2.5 Socio-Cultural Environment 20

3. CONSUMER BUYING BEHAVIOUR 21

3.1 Olpers Steps towards the Consumer Behaviour 22

3.2 Recommendations 23

4. STRATEGIC MARKETING: 24

4.1 Market Segmentation 24

4.2 Market Targeting 27

4.3 Positioning 27

5. TACTICAL MARKETING (4 P’s): 30

5.1 Product 30

5.2 Price 34

5.3 Place 37

5.4 Promotion 39

1. BACKGROUND

1.1 About the Company

Engro Foods Limited is subsidiary of Engro Chemical Pakistan Ltd., which is one of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the areas of fertilizer, and chemicals.

Engro Foods started its business operations in March 2006. It has established itself as a major player in the foods business with the successful launch of Olpers Milk, Tarang,...