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Advertising Plan

Olper’s Milk
Situation Analysis
Industry Overview
Company Information
Contd.
Markets Served
• The milk sector shows a market that has
homogeneous preferences that is the
consumers have similar preferences.
• They want milk to be white, carefully
processed, and good for health and bones.
• The markets, even urbanized, still have a
strong preference towards the ‘doodhwala’
who in their minds is the source of purest
and most fresh milk.
• Also, price differential between packaged
milk and un-processed milk is also a strong
influence on their decision
Market Share and Sales
History
Methods of Distribution
Implications of any market
research

Before the inception of the brand Olper’s,


AC. Neilson carried out a marketing research
for Engro Foods to determine the viability of
the brand name ‘Olper’s’ and the market
readiness through surveys, interviews and
focus groups. 1200 names were reviewed
and analyzed before Olper’s was decided
Target Market

S.No BEHAVIOURAL PSYCHOGRAPHIC DEMOGRAPHIC

BENEFITS PERSONALITY INCOME CLASS

1 Healthy, nutritious, all purpose Variety TRAITS


seeking - Upper and upper-
experiencers middle

2 High nutrition, low fat Goal oriented/career Upper and upper-


focused middle
Marketing Objectives
Marketing Mix
Price
Distribution
Promotion
• Media mix for Olper’s milk includes
TV, print, outdoor, radio activities.
Advertising Objectives
Primary Vs. Selective
Demand
How Olper’s is doing it?
• Olper’s tries to get tremendous exposure
where the customers are most likely to
look for milk; shelf position, billboards,
TVC’s etc.
• Olper’s USP; ‘all purpose milk’ and for
Olwell ‘low fat-high calcium’ diet milk is
reflected and reminded in all campaigns
to stand out.
Direct vs. Indirect Action

• Olper’s advertising objective is to


stimulate both direct and indirect
action.
• Through their promotional campaigns
like the ones during Ramzan and
otherwise, they try to get a direct
response from people to motivate them
to buy.
• Indirect action is mostly the case where
they are trying to create favorable
attitudes towards the brand Olper’s.
The Advertising Pyramid
• In 3 years, to communicate the benefits of pure and all purpose
milk and to 2/3rds of 80% of people still using unpackaged milk.
Awareness
• -In 2 years, communicate the benefits of low-fat-high-calcium milk
to 1/3rd of packaged milk users. Awareness
• -Try to communicate Olper’s value proposition, image and try to
position itself as a pure and all purpose milk. Comprehension
• -To communicate Olwell’s value proposition, image and position
itself as a high class, diet milk. Comprehension
• -To convince the informed group that Olwell is the pure, all
purpose and healthy for bones drinking milk; something better in
the same price for packaged milk. Conviction
• -To convince the informed group about the high calcium and low
fat in Olwell, something that will help you live a successful and
healthy life. Conviction
• -Stimulate desire among people through effective campaign.
Desire
• -Motivate the desired group to try the milk eg. through free
sampling with bread (Olper’s did this when they entered the
market).
•  
Advertising Strategy
Product Concept
Contd.
Kim-Lord Purchase Decision
Position Matrix
Target Market
Media reaching the target
audience
Scope of Media Plan
Copy Elements
Art Elements
Format

Olper's Milk ensures that you enjoy every


Sehr & Iftar with your family throughout
this blessed month. Let optimism & the
spirit of celebration bring you even
closer together as you get ready to share
this blessed Eid with your loved ones.
Art Elements
Format

Live larger than life with Olwell High


Calcium Low Fat Milk, Enriched with high
Calcium Vitamin E and less than 1% fat,
Olwell Milk gives you the strength of V-
cal so you’re unstoppable.
TVC’s
The Advertising Budget
The marketing situation
The marketing situation
Method of Allocation
• Objective/task method
• Before Olper’s entered the market, the
existing brands were following a rather
subtle advertising. Olper’s was launched
with one of the biggest advertising
campaigns that the nation has ever seen
and then in self defense Haleeb and Milkpak
re-thought their advertisement budgets.
• Olper’s sets its objectives specifically and
considers marketing as a tool to generate
sales. It determines its strategy according to
the objectives set and then estimates the
cost which becomes the basis of advertising
budget.
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