Olpers milk

give your day a

fresh start with olpers
Engros flagship premium dairy brand, Olper's Milk, is 100% Preservative Free
UHT milk. It is the milk of choice for every occasion as its full cream richness,
fresh and wholesome taste makes every sip a delightful experience for our
consumers.
Known for its supreme quality, Olper's Milk is also the market leader in
packaging innovation where new formats are introduced to make consumer
lives hassle-free in today's time-sensitive world. First ever in Pakistan to
introduce the heli-cap for easy pouring and storing, along with the
microwave friendly Mini jug pack with an air handle and scissor free tear
option, this brand continues to offer its consumers consistent value adding
benefits to ensure an enriched brand experience.
All-purpose and nutritious, Olper's Milk is available in 3 SKUs 250ml Mini jug
in Ecolean Packaging, 1000ml Edge with cap and 1500ml Family Brick in
Tetra packaging.

OLPERS: MARKETING MIX

PRODUCT:
Ethical Pros in Product:
1. Olpers milk is considered to be one of the most effective and pure milk in the market
and customers have shown satisfaction with the olpers milk.
2. It is 100% preservative free UHT milk.
3. Olper milk is pure and is free of water mixing which makes it the highest selling milk
brand of Pakistan.
4. It has positive response from customers. EFL crossed 1.4 billion sales figure which shows
customers are greatly satisfied with product.
5. It has World Class Quality Proposition System.
6. It is very hygienic milk with no harmful bacteria.
7. It is available in three different sizes and packings so it becomes easy for consumers to
buy size of their need.

Ethical Cons in Product:

1. Olpers used UHT technology. UHT involves heating milk at a temperature of 135
degrees Celsius (which is above boiling point) for a few seconds and then cooling it
down.
What happens when milk is heated at such a high temperature? It loses its nutritional
value, taste and smell. True, micro-bacteria are killed in this process, but we should also
be aware of the fact that not all bacteria are bad for us and this process also kills the good
ones. Once going through the UHT process, the milk we buy has an artificial smell and
taste added to it. What I dont know is whether additional nutrients are added to the milk
or not. The process also involves homogenization, which ensures that milk and water are
not separated (so curdling doesnt happen). In a nutshell, the milk provided to us is
nothing but treated liquid sold as milk.
2. Milk is packed between five to six layers of cardboard, polythene and aluminum sheets.
This is done to preserve the milk for a longer period of time. The shelf life of milk in
Tetra Pak is six to nine months and can be kept at room temperature without curdling. It
doesnt curdle or get contaminated because it is kept away from light and bacteria.
However, this is not healthy. Tetra Pak packing has been found to release chemicals in to
milk such as urea. And of course it is also simply not fresh.
3. EFL is not having its own dairy farms; it largely collects loose milk from farmers and
gwalas through its 40 collection centers, which sometimes is of low quality because they
add vegetable oil in it to get higher prices.

4. EFL is dependent upon Tetra Pack for its entire dairy products. Tetra pack is the only
option available to Olpers for packaging because it is having monopoly in the packaging
sector in Pakistan. Due to such reasons, Tetra Pack can charge them higher price which
in turn increases the production cost.
5. EFLs 34 out of 40 milk collection centers are located in Punjab where as its milk
processing factory is Sindh near Sukhur. It increases the chances of milk being spoiled.

Recommendations:
The solution lies with consumer groups and health organizations providing us with UHT
milk. Across the world the preferred method of pasteurization is HTST (High Temperature
Short Time). This process involves heating milk to 75 degree Celsius for 15 to 20 seconds
and then cooling it down. This kills almost all bad bacteria while nutritional value and taste
stay intact. This milk can be preserved for up to a week or two in a refrigerator.
However, in Pakistan the weather allows the milk to be kept for only 4 to 6 days in a
refrigerator. As far as I know UHT milk is not used anywhere else in the world, not even in
India. Amul and Mother India both provide consumers with HTST milk.
Unfortunately, not a single company in Pakistan employs this method of pasteurization for
milk. But why? If they charge consumers for healthy milk why dont they offer it?
Firstly because HTST milk has less shelf life. As it requires refrigeration, storage conditions
are limited. Why should these companies spend extra money when people are so easily
fooled with the name of UHT and have no awareness of HTST milk?

PRICE:
Ethical Pros in Price:
1. EFI is pursuing the competitive pricing strategy for its products.
2. Olpers milk is available in 3 packings and sizes.
Sizes in ML

Olpers

Nestle Milk
Haleeb Milk
Pack
250 ml
30
33
30
500 ml
90
92
90
1000 ml
180
170
180
3. All of these are competitive pricing which is pretty much ethical.

Haleeb Dairy
Queen
27
88
185

4. It does not follow any psychological pricing like Rs. 29 to take a toll on customers minds.

Ethical Cons in Price:

1. EFL is dependent upon Tetra Pack for its entire dairy products. Tetra pack is the only
option available to Olpers for packaging because it is having monopoly in the packaging
sector in Pakistan. Due to such reasons, Tetra Pack can charge them higher price which
in turn increases the production cost.
2. EFLs 34 out of 40 milk collection centers are located in Punjab where as its milk
processing factory is Sindh near Sukhur. It increases the milk collection and distribution
cost and chances of milk spoilages also increases.

Recommendations:
1. EFL should contact other packaging companies like Bullah Shah Packages instead of
Tetra Pack owing to their high prices.
2. EFL should create more milk processing factories in Punjab so that it does not take much
time from collection time to processing unit and hence milk is not spoiled.

PLACE:
Ethical Pros in Place:
1. Olpers milk is widely available nationwide. Customers have no difficulty in accessing the
milk because of its wide distribution and brilliant supply chain network.
2. Timely and effective distribution of the milk to the shops and stores spread all across
Pakistan.
3. Route permits are properly obtained by the department of Transportation.
4. It used their decades of PR with farmers and used it to provide world-class supply-chain
management for delivering the ultimate quality milk in Pakistan.
5. Having kicked off simultaneously in 20 cities across Pakistan, the launch has been
ambitious and currently Olpers is available in 80 cities across Pakistan. It reflects the

companys intention to become a big player in the industry, both on a national and
international level.
6. Engro Foods Limited has its own distribution network. EFL has divided Pakistan into
five regions for milk distribution namely: Karachi, Lahore, Islamabad, Peshawar and
Multan. Due to an appealing color scheme, which stands out in the clutter and thanks to
the EFLs strong relationship building and special discounts to retail outlets, Olpers has
gained a proper shelf placement in the presence of competitors like Nestle and Haleeb

Ethical Cons in Place:

1. EFLs 34 out of 40 milk collection centers are located in Punjab where as its milk
processing factory is Sindh near Sukkhur. It increases the milk collection and
distribution cost and chances of milk spoilages also increases because of increased
travelling time.
2. EFLs brand portfolio still consists of just 3 products i.e. Olpers Milk, Olwell Milk
and Olpers Cream whilst their competitors e.g. Nestle and Haleeb Foods have
many brands in dairy product line.

Recommendations:
EFL should create more milk processing factories in Punjab so that it does not take much time
from collection time to processing unit and hence chances of milk getting spoiled are greatly
reduced and price is cut as well.

PROMOTION:
Ethical Pros in Promotion:
1. Olpers launch was, perhaps one of the most aggressive as far as processed liquid milk
(PLM) is concerned, with TVCs, print ads, radio commercials, billboards activities
including direct consumer and shop branding activities.
2. Due to aggressive marketing campaign, the competition seems to be getting tougher.
This can be gauged from the fact that nestle re-launched its product packaging and
marketing campaign just before Olpers launch. One can also a far greater number of milk
in Multan city than seen earlier like of Nirala, good milk and Nestle advertising
billboards.
3. It caters to all demographics, psychographics and geographies of Pakistan.

4. Most of the TVCs of Olpers are very decent and do keep a regard of ethics, moralities,
culture and religion.
5. Olpers comes up with unique campaigns for Ramadan too.
6. Prices of products are always clearly mentioned in Olpers TVCs.
7. Plays a great part in Corporate Social Responsibility.

Ethical Cons in Promotion:

1. Olpers Milk Mukamal Doodh, Mukamal Zindagi, Subha Bakhair Zindagi does not
satisfy its motto since it primarily targets kids in Safeguarding, Germs free revolution. So
dont elder use Safeguarding techniques?
2. It strongly emphasis in its TVSs and promotions that Olpers milk is UHT which is
bacteria free and good for health when it is not (discussed in detail above).
3. It does not give that amount of Calcium, Vitamin A & C as it claims it does.
4. It used western style TVCs here in Pakistan once where the culture shown and everything
was against our values, morals, religion and culture.

Recommendations:
1. If you say something but doesnt mean it, thats the worst mistake you make. So Olpers
should make legit claims about the nutrition milk provides.

2. TVSs should be more ethically and morally legit. It should keep a regard of culture and
norms.