Olpers

Topics: Milk, Brand, Brand management Pages: 30 (9194 words) Published: August 28, 2013
Acknowledgements
For this extensive study that involved a thorough brand audit of Olpers, we have many people to be thankful towards. However, first and foremost, we thank the Almighty Allah for giving us the mental and physical strength to fulfill this huge task and for opening up avenues for us when the task at hand seemed difficult to accomplish. Out of the numerous people we want to thank, we would like to firstly extend our immense gratitude towards Dr. Kamran Siddiqui for being our teacher and thus, our perpetual guide throughout this course “Brand Management” and this project. We are also really thankful to Mr. Atiq Khan, the Brand Manager of Olpers and other members of the Olpers brand team that provided us with highly useful information regarding Olpers the brand and the various branding and marketing strategies used for it. Last but not the least we would like to thank all the survey respondents who were courteous enough to give us time for filling out our questionnaires and answering our questions in consumer interviews. Out of these people we would especially like to thank the ladies living in Defence who were polite enough to show interest in our Olpers focus group and came and provided us with highly useful insights regarding Olpers.

Table of contents:

1. INTRODUCTION:

2.1 INTRODUCTION:
This report is developed to study the brand tracking for the packaged milk brand Olpers in the Pakistani Market. Olpers is still a relatively new brand and is facing competition from competing brands entering and already existing in the market. The report aims to identify how the life of Olpers has been so far in tackling competition as well as changing the mindsets of people to start using packaged milk and move away from loose unhygienic one.

1.2 NEED OF THE STUDY:
The study is conducted as part of our Brand Management Course in order to better understand the branding strategies for a brand of packaged milk like Olpers as well as to determine the guiding factors in trying to position a packaged milk brand in a country where the norm is to consume loose unbranded milk. The study also focuses on how the brand Olpers has created its communications and devised its marketing and branding strategies to differentiate itself from other packaged milk brands.

1.3 TARGET MARKET:
The target market for this brand is SEC A & B particularly females as they are the purchase decision makers. The target market is assumed to be found in the urban areas of Pakistan particularly Lahore, Karachi and Islamabad.

2. RESEARCH METHODOLOGY:

2.1INTRODUCTION:
In order to get the insights from the target market of the brand; the perception of Olpers in minds of its users as well as non-users, a research is conducted in order to find the different brand features and product attributes along with the consumer associations.

2.2RESEARCH QUESTIONS:
The main findings from the research will answer the following questions: * What is the brand recall of Olpers (aided / un-aided)?
* Where Olpers stand among the other Packaged Milk brands? * What is the brand loyalty of Olpers?
* What are the different brand perceptions about Olpers in the market? * What are the different brand associations of Olpers in the market? 2.3 RESEARCH METHODOLOGY:
2.3.1 Qualitative:
In order to obtain reliable and insightful qualitative data we conducted a focus group on Olpers with a group of 5 to 6 housewives. This enabled our respondents to be open about their opinions and to discuss them freely as they were not limited to particular questions or a format like they are in a questionnaire. This focus group enabled us to gain detailed information regarding not only the associations housewives have of Olpers but also about their expectations from the brand and how they would recommend it can be improved. Moreover, the questionnaire too had a few qualitative questions which we left open ended to consumers in...
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