OLPERS OLWELL

Segmenting Targeting and positioning

It is very tricky for any one company to engage in mass production. mass
distribution and mass

promotion for its product. The intricacies arise from the abundance of advertising
and

distribution channels and the high costs associated with reaching a mass audience.
Therefore.

companies segment the market so that they can target the grow of customers who
share similar

needs and wants. 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.

0lper`s Olwell milk is for such a segment of the market that are health conscious
young md a bit

classy. who want to follow the Olper’s Way of living. the ads tell is that they will not
appeal to

all the masses. It is for the young expereincers to get attracted by this ad and go for
0lper’s

Olvmll.

Demographic segmentation

0lper`s Olwell is specifically focusing towards the youth, teenagers and young
adults. The brand

is meant for all the users in higher upper or middle class families being positioned
as a brand for

high income earners Due to the ineome factor involved it can be said that Olpers
Olwell milk
3

target a specific social class who are health conscious and concious about their
weight and

trendy seeking for difference.

segmentation

On the basis of psycliograplrics, factors such as personality traits, lifestyles and

values. the

marketers at 0lper's Olwell have segmented the market more towards healthy
conscious trendy

youngsters, expereincers who are ready to try out something new. For example the
ads for

Olwell mostly show achievers who want to be successful. have high aims and are
already doing

quite well in their concerned fields. The Olpers Olwell ad has targeted experimcers
because the

company has given them a new product and so many will make their first purchase
because they

want to try out something new.

Once this segment of customers was identitied for Olwell the brand was positioned
in the minds

of customers through various promotional strategies Following are the prmrrotional

strategies

used by this brand to maintain its name in the market in competition with other
brands uttering

High Calcium Low Fat ntilk.A successful product or service means nothing unless
the benefit

can he communicated clearly to the target market.

PROMOTIONAL STRATEGIES
Olprfs launch was, perhaps one of the most aggressive as far as processed liquid
milk (PLM) is

concerned, with tVCs, print ads, radio commercials, billboards and plenty of BTL
(below the

line) activities including direct consumer and shop branding activities. Due to this
aggressive

marketing campaign, the competition seems to he gether tougher. This can be

gauged from the

fact that Nestle re-launched its product packaging and marketing campaign just
before Olper's

launch. One can also see a far greater number of milk advertising billboards in city
than seen earlier

like of Nirala, good milk and Nestle.

TV Advertising

So far Olwell has made use cf2 TVC’s for its promotion, both the ads focus towards
the younger'

generation, who want to feel free. excited. leading a healthy lifestyle.

the Olwells Lifestyle.

These ad’s are appealing only to a specific social class. The

promotional strategies used by Olpers Olweil are not for the mass audiences.

TVC of Olpers Olwell

Olpers Olwell lirst launched TV commercial portrays a picture of a glamorous,

healthy

lifestyle.The ad starts with a muscular man wearing a red gown in the first scene,
the caption that

appears down below states "stop wondering" and goes to "start controlling" which
meant that

one should stop wondering the milk consumption made his body so tight, and now it
is your time to
look so lit and control your lifestyle. In the second scene a gorgeous women comes
out of a big

car wearing a red long dress walking on a red carpet and its written down below
“stop thinking”

and goes to "stan moving” emphasizing that the milk consumption made her look
so beautiful

and lit, you should stop thinking and start taking action for your own good. To get
acceptance in

a social circle , to feel young and to lead a healthy lifestyle.

Finally the third scene consists of youngsters in a gym exercising and its written
down below

"start living” and the caption changes to “stop aging”, one should be health
conscious, exercise

daily and consume healthy products for a healthy living, and releasing themselves
from feeling

old. Feel free feel young breath in the Olpers lifestyle. This was a picture of Olwell's
lifestyle

enriched with high calcium vitamin e and less then one percent fat giving you the
strength of v

cal so you`re unstoppable, inevitable and a healthy person.

The Second TV Commercial shows us different seasons, a group of young adults

who are

achieving success in their respected fields along with looking elegant trendy and
young.The ad

starts with a boy and a girl shown separately consuming Olper Olwell in the winter
season the

boy then drives a red car and the girl drives a white car, the road is colored in red
and white

stripes too i.e the colors owned by Olpers. Further more the Rainy season is shown,
the ad

continues and we are taking to a fashion show where a beautiful women is walking
on the ramp
in a elegant dress. And a handsome man is dressed in a white colored shirt.

Finally the autumn season is shown where youngsters dressed in red and white red
being the

color of female and wl1ite of the male are exercising so as to look lit and feel
healthy.

“Presentaging with Olwell milk low fat high calcium and vitamin e in V-cal keeps you

going even when days months and seasons pass by”.

Billboards

The billboards of Olpers Olwell are very eye catchy for the youngsters, the red and
white color

on the pack and on all their bill boards is extremely appealing. The pole down below
the

billboard is also painted in red and white stripes.

But the placement of the ad was not done in a proper manner, the billboard had the
same

muscular man at one end and the milk pack on the other saying your unstoppable
placed at The

main Korangi Road in Karachi.

When this product was made only for a particular segment of people who are health
conscious

this mass advertising should not have been used. Further more this ad was being
run on almost

all Media channels including PTV, ATV etc which are viewed by the mass audiences.
However

people at Olpers were smart enough and they gave their ads to World call go 4 b
cable users; this

cable is used mostly in areas of defence and Clifton, where majority of the
expereincers reside.

A lot of billboards of the products are placed throughout Karachi and Lahore. 'This is
a point

where Nesvita lacked behind Olwell.

Print Ads

Following are the different print ads used by Olpers olwell in different news papers :

(Pictures to be added here)

These print ads emphasize on the point that you are unstoppable and no one can
stop you from

being a healthy lit and pvesentable person, telling you to stop ageing and start
living. Release

yourself from feeling old feel young and free. Do not Age yourself consume Olwell
Look young

feel fresh and breathe in the Olwell Lifestyle.

Radio Advertising

Olpers Olwell also made use of radio promotional strategy right after its launch at
different Radio

Channels.

Sales Promotion

0 Premiums and gifts

When the product was launched on the purchase of 4 packs of olwell a mouse pad
was gifted to

the customers which said “v-cal” and on the purchase of an entire carton an arm
band was given

saying Olwell. Thwe gifts encouraged a customer to try out the product.

The arm band is used by most of the people while they go out for jogging or
gyming. Every time

an individual would wear that band he would realize he is tit and strong as well with
the

consumption of olwell.The mouse pad is infront of ones eyes while working on the
computer.

I-lenoe V-Cal being written on the mouse pad was providing information to the
customer every

time they looked towards it that their bones are becoming strong with the
consumption of
vitamins and calcium’s.Once their brand was established and customers became
loyal towards

the brand this short term incentive came to an end.

Packaging Of Olwell

The packaging of Olwell is in a red and white color different from its competitors
appealing and

eye catchy for the youngsters.The product is positioned as delivering the benetit of
helping to

reduce weight and for healthy bones, in their own unique red and white color, and
the lag line “

so you‘re unstoppable".

Olwells product related attributes, such as white color, hygienic and processed milk
are quite

similar to other brands such as Nesvita and Haleeb skimz , while the non-product
related

attributes such as the packaging of red color and usage imagery that is portrayed in
every

advertisement can be distinguished from the competitors.Packed in 6-layered Tetra

Pak Brick

Aseptic red packaging with easy-to-open plastic cap, it comes with a 3 months shelf
life.

Weaknesses in 0lwell’s promotion as compared to competitors

The brand is positioned rather too narrowly towards SEC A. Nestlé! NesVita and
Calcilock

campaign was closer to a normal Pakistani consumer. Secondly. there are

cementing boundaries and

cultural values tint should be respected. Olwell ad is too much for the public to
digest altogetherd they have no
options but to Switch the channel

I-ICLF are not only for youngsters

the brands TVC is only for a specific class, trendy classy hip youngsters, however
HCLF are

also preferred by housewife‘s, old adults, and over weight people .The ad is for a
particular class

it will does not appeal to the masses. to elders of the family say mothers or to
conservative, stick

believes people.Nestlé’s NesVita and Calcilock campaign was closer to a normal

Pakistani

consumer.

No Website

Olpers fails to deliver on completeness: given the supposedly massive image the
brand has built.

olpers being a product for the youngsters using an aggressive marketing campaign
there is no

website. lf this product is actually targeting towards the youngsters the availability
of a website

for Olwell is necessary. the site has nothing specifically mentioned about

tlte HCLF.

All youngsters are expereincers who also searcher for some information. When such
an image is

made they should be consistent in the message they are delivering, and inform
their young

targeted audience about all the attribtaes related to the product

Making use of mere TV commercials and Billboards is not enough. This is a point
where their

competitors Nestle Nesvita are a step ahead providing their target audience with all
attribute and

benefits associated with the product and its consumption.

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Packaging Of Olwell lacks necessary information

The packaging of olwell is trendy and a kind fashion statement in the milk world but
it fails to

provide necessary information, the l litre pack of olwell does not have as much of
infomation as

nesvita‘s 1 litre pack does.“skimmed milk with 0.9% fat . This is not a substitute for
breast

feeding” this caption is mentioned down below left side of the pack signifying that
this milk is

not to be given to infants. However no such information is available on Olwells pack.

All Olwell ad’s are in English

Agreed that Olwell is milk targeting towards a specific class however all their ad’s
are in the

English language, there is no versatility of language, only songs are played in the
background of

the commercial, if Olwell wants its acceptance in the market at a higher level and
want to

increase their market share they should adapt to the Urdu Language as well and
bring in some

more creativity in their ads, as that of Nesvita.