Marketing Plan

Topics: Milk, Dairy farming, Dairy product Pages: 14 (4079 words) Published: May 20, 2013
Firstly, we would like to thank Allah for giving us this opportunity and the resources available to do something productive and making us able enough to complete this project. Without His blessings we would not have been able to come this far.

Than our sincere thanks to Ma’am Zeenat Jabbar, for her help, guidance and suggestions throughout the making of this project, they have been very useful in making this report. She helped us find new ways of being innovative and creative and discover and polish the marketing side of us. We would not have realized we had it in us to manage such creativity and stress of deadlines otherwise. This report would not have been possible without her direction, guidelines and cooperation.

We are indebted to the persons and the programs that provided data for this report. All the friends who supported us throughout the making of this report, surely it would not have been possible without their assistance as well, considering the fact that all of us live at the hostel.

Lastly, we would like to thank our families without whose support, encouragement and prayers, this report would not have been possible.

Executive summary:
This report has been written to introduce a new marketing plan for Olper’s milk. As we have noticed, ‘Engro foods’ introduces an entirely new marketing plan for Olper’s milk before each of the holy events I.e. Eid-ul-fitr and Eid-ul-azha. Taking the success of these marketing plans, we have come up with the idea to launch a marketing plan for Olper’s milk to be reinforced in the season of spring and right before the event of “Basant”.

“Basant” is the celebration of the season of spring and has become one of the most prominent events that take place in the spring time of the year. Reinforcing Olper’s milk brand in consistency with this season would help us create more brand awareness, brand attachment, increase in sales and eventually rising profits.

We start by giving a brief history about Olper’s and how it came into existence. We talk about the corporate structure and organizational hierarchy of ENGRO Fertilizers, its mission statement and the vision. We move further with its goals that it has thought about for Olper’s and eventually the type of organizational culture of the organization. We have discussed the type of marketing that has been used by Engro foods for the launch of Olper’s and what marketing strategies we would be using. We have discussed how we have segmented our target market, on the basis of AIOD framework, along with horizontal and vertical segmentation. We have also analyzed how the consumers of Olper’s milk have positioned the product. We have discussed several perceptual maps too, to know where our product has been placed.

We then continue the discussion of our marketing plan by also taking into consideration the SWOT analysis; here we have discussed the strengths, weaknesses, opportunities and threats faced by Olper’s milk and the impact of our marketing plan. We observed the current milk market sitution and then focused on Olper’s in particular. Then we have conducted a PEST analysis, which generally discusses the external factors of the environment, which affect the growth and stability of the product. We also gave a competitor analysis to know where we stand in the market in comparison to our competitors and how our marketing strategy will help us get an edge over our competitors.

We, then move forward to discuss what marketing strategies we have used in our plan and at different stages of our product life cycle, that is promoting the product and making consumers aware of Olper’s, using the 4 P’s to the best of their abilities.

Milk market analysis:
Pakistan, according to recent statistics, is the third largest milk producing country in the world (32 billion liters per year from 50 million animals, with urban consumption at nearly seven billion liters)....
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