8/8/2019 Brand Position Strategy

1/14

Presented by:

AdnanJavaria

Brand PositioningOlpers Milk

1

8/8/2019 Brand Position Strategy

2/14

Presentation Contents

2

Brief Overview of EFLlpers Product Rangelpers Positioning Strategylpers Core Values

Brand Association Competitive Strategy

lpers Brand Image Conclusion

8/8/2019 Brand Position Strategy

3/14

Brief Overview of EFL

Engro Foods Limited (EFL) was established in 2005 as asubsidiary of the Engro group.

It entered the food industry through milk processing andsale with a vision to become a fast expanding mega foodscompany by initially focusing on dairy and then exploitingother categories.

Olpers is EFLs premier product. It was launched in 2006and has since then come a long way.

3

8/8/2019 Brand Position Strategy

4/14

Olpers Product Range

lpers

Milk

lwell

Milk

lpersCream

wsumFlavored Milk

4

lfrute

Juices

8/8/2019 Brand Position Strategy

5/14

5

8/8/2019 Brand Position Strategy

6/14

Positioning Strategy

6

Attribute positioning- meant for all purposes, especiallythose who live life to the fullest, hence its tag line;

jo dil khol kay jeetey hain unheen kay liyay hai Olpers

Packaging in red color - distinctive from competitors. Associations of bonding Associations with Holy Month of Ramadan Women empowerment campaign like Amul, India

8/8/2019 Brand Position Strategy

7/14

Branding Strategy

7

8/8/2019 Brand Position Strategy

8/14

lpers Core Values

8

Functional Benefits: retained all the naturally occurring nutrients UHT- safety and quality of the milk. Good for health and bones

Differentiating factors: Emotional associations

All Purpose Milk Brand Associations- Experiential benefits

8/8/2019 Brand Position Strategy

9/14

lpers Brand Association

9

Olpers has been aggressively promoted which is why customerscan easily recognize it. The red color and the shelf space that thebrand commands make it even more prominent from the rest

of the brands. Olpers milk has become synonymous with Ramadan, it has

favorable, strong, and unique brand associations in thecustomers minds through aggressive marketing.

Olpers is a brand of Engro Foods. EFL is a subsidiary of Engro,which is a well established national name in the fertilizer, IT, andinfrastructure sectors. This has helped consumers to relate thePakistani image of Engro to Olpers.

8/8/2019 Brand Position Strategy

10/14

Competitive Strategy

10

EFLs strong relationship building ability, along withspecial discounts to retail stores, Olpers has managed to

command proper shelf space amidst such long-standingcompetitors as Nestle and Haleeb.

Red being a primary color immediately catches thecustomers eye. Consequently, Olpers instantly becomesprominent among the rest of the competition on theshelf.

8/8/2019 Brand Position Strategy

11/14

11

Product BrandPromise Target Customers Benefits Price Point of DifferencePoint ofParity

Olpers(EngroFoods)

MukamalDoodh,MukamalZindagi,SubhaBakahirZindagi

All users.

All purposemilk, Fullcreamrichness,

Almost nosignificantdifference.All usingcompetitivepricing

strategy.

Full cream Richness,Distinctive Red color,Aggressivemarketing.

Hygienic,UHTtreated,Good forbones, Haslonger

shelf life,

Haleeb(HaleebFoods)

Sab se gaarhadoodhHaleeb.

Tea Drinkers. Thickness ofmilk.Blue color, Givesgood taste of tea.

MilkPak

(Nestle)BanaeMazbootgharana

Health conscious,family oriented.

Vitamins

enriched,Ironenriched

Colors of NationalFlag, Health based,Circle of trust

Good Milk(Shakarganj

Ltd.)

Roz RozGoodMilkpiya karo,

Healthy LifeJia Karo

Daily milkdrinkers.

Naturalnourishment

Packaginginnovation, Hot orCold- gives same

taste.

8/8/2019 Brand Position Strategy

12/14

lpers Brand Image

Olpers- All Purpose Milk

For the whole family

Stands out from the crowd RED

Associations with Holy month of Ramadan O Slice of life- Emotional attachments

12

8/8/2019 Brand Position Strategy

13/14

Conclusion

13

Strong brand

20% market share

Problems in positioning

8/8/2019 Brand Position Strategy

14/14

14

Thank You !!!!