Entrepreneurship

Assignment 2
Brand: Olpers

1) What painful problem is/are (product/services) solve for its customers?

Dairy products are often not 100 % pure and contain some sort of impurities added. The milk sold
in the market is often adulterated with water. With people having increasing access to nutritional
awareness, knowledge about food safety is increasing. Milk that has been preserved and packaged
and is still affordable has a lot of value for people nowadays. Olpers is solving the problem by
providing a dairy solution that goes through the necessary preservation procedures and is accessible
for people easily all over Pakistan.

2) What is innovative about this product or service?

The milk is passed through several processing stages where the last stage is nutri-heat. Milk is
heated to a high temperature for a very short period and then cooled off immediately. It has been
proven that doing this kills off bacteria but retains important nutrients. Olpers milk is taken from its
own farm or farms that have been tested and approved by Engro as being hormone-free. The
packaging is eco-friendly and biodegradable with microwaveable capabilities. The packaging
controls milk spillage, increases the usability of the pack and keeps the milk smell-free. These are
all newest innovations in liquid dairy packaging, not just in Pakistan, but worldwide.

3) How much better is the solution as compared to existing solution?

Olpers obtains most of its milk from its dairy farm in Sukkur. Animals here are taken good care of
and no hormonal supplements are given to them. Olpers also obtains milk from over 45, 000 dairy
farmers thereby increasing employment. Engro inspects farms providing milk for hormonal
injections. The milk obtained is taken to a Milk Collection Center where introductory tests are
conducted for smell, taste, temperature and water or fat content. If approved, the milk goes to the
Dairy Plant in Sahiwal. Over 28 tests are conducted here out of which 5 are aimed solely to check
for adulteration.
The milk is then passed through three processing stages, namely pasteurization, homogenization
and nutri-heat. In pasteurization, the milk is heated to 75 degrees for 16 seconds to kill disease
causing bacteria namely pathogens. In the homogenization stage, the fat is distributed evenly
throughout the milk. The milk is then heated to a high temperature for 2 seconds in nutri-heat and
cooled off immediately. The milk is then packaged to keep it safe for use up to 3 months.

This solution has a lot of advantages over existing solutions. The question of hormonal injections
given to animals is certainly much talked about. As much as it is a pressing solution, most people
do not know the answer to it and the question remains very much ambiguous. With introductory
tests, Olpers ensures that any milk it accepts is free from added hormones/chemicals. The next step
in the process is a 3 stage processing. Although milk obtained at home is also boiled, the
temperature is hot enough to kill the necessary vitamins too. Olpers ensures the heating and cooling
is done at optimum temperature and for the optimum time to preserve the milks nutritional content.

4) Who is the Customer?

Targeted for households that consume dairy products in any kind or form. Restaurant owners. Cafes
that sell shakes/deserts.
Age: 3 years and onwards
Gender: All
Role: Anyone consuming milk or dairy products
Who influences them: Health awareness on packaged products, internet blogs and articles, TV
shows, newspaper, radio shows

5) Analyze the market, including customers and competitors.

Name Strengths Drawbacks

Haleeb Milk Known brand for more Cant be considered as

than a decade, milk, tea whitener

Milk is famous for being

thick

Nestle Milkpak Trusted brand Composition not safe for

drinking
Used by people for years
Contains chemicals
declared hazardous for
health

Anhaar Milk Considered healthy Declared unhealthy for

drinking

6) Position and differentiate products and services from competitors

Olpers is a brand that promises quality tasting milk with no compromise made on health. It is free
from growth hormones and added chemicals. It is heated to optimum temperature to kill off
pathogens but retain vitamins. Olpers has its own dairy farms which ensures that animals are fed a
nutritious diet. Therefore, it can be used for drinking and/or cooking. It is available easily all across
Pakistan. Olpers recently released a seven minute long documentary ad to share the process of
obtaining, processing and distributing its milk. The documentary styled ad answered many of the
widely asked and speculated queries regarding the processing. It also set the tone of it being
completely different from its competitors by answering the questions raised in a Supreme Court
hearing against several contemporaries.

7) Develop and implement sales, marketing and distribution strategies

Sales strategies
1) Bright colored packaging
2) Sell the product by advertising the advantages of its innovative packaging: such as, the packaging
is microwaveable thereby being convenient for people working in offices/college students.
3) Price the product competitively.
4) Include documentary styled ads that show the consumers how the milk is processed and reaches
them. Include referrals from health and/or fitness experts for added awareness.

Marketing strategies
1) Offer catchy advertisements that increase the brands value.
2) Advertise Olpers as a safe option for milk and dairy consumers. Use social media platforms to
run large campaigns promoting the safety and health procedures being followed by Olpers.
3) Market the brand as a household item. Family values and the importance of tradition in Pakistan
cannot be undermined and anything that the consumer can associate with tradition has a sure way of
becoming a household name.
4) The subcontinent has a rich cultural heritage. Milk has been an important part of the common
mans existence in this part of the world. It has both been a source of livelihood as well as well-
being. Olpers should develop a marketing/promotion strategy that combines all these factors and
showcases the rich cultural heritage we have and how milk has been an essential part of that
heritage for centuries.

Distribution strategies
Olpers is already widely accessible all across Pakistan. Its shelf life is 3 months so storage isnt an
issue. However, a lot of people in Pakistan like their milk to be delivered to the house everyday.
Olpers could start up a service for delivering milk to the households everyday through a
subscription service. It would greatly increase their accessibility to the common man and make it a
household name.

8) Estimate ROI/social Impact

The social impact for this brand is already huge since it is a big name. The social impact is
increased by the catchy and interesting advertising campaign conducted by the brand every season.