Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

2015

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This report was developed in order to get a greater insight into the decision making process of the consumers when choosing a dairy brand. Fast moving consumer goods are growmg in Pakistan and as the population is increasing the demand for such goods is also increasing Iks the main reason why, despite having political instability, huge multinational ^ ^oca Cola invest in Pakistan. The population structure of Pakistan is such that about 60% of the families here lie in the middle class. As the population is growmg and the consunier minds^s are changing people are demanding more of tetra pack dairy products as before loose milk was widely available in Pakistan. Although till date many of the families prefer buying loose mdk from milkmen, the FMCG brands are also increasing at a rate of 20% per year. In PakistM the most prominent dairy brands which provide milk are Olpers produced by Engro, Nes e MilkpacLDay Fresh and New Haleeb.The brands which provide yogurt are Nestleyo^rt and HaleL The brands which supply fiesh cream are Haleeb, and Olpera milk cream and Nestle cream. Basically the daily indushy is dominated by these particular brands. The focus of this research paper was particularly on these three brands. In the course of the research it h^ been identified that branding and proper marketing in feet played a very strong role m the buyer s decision making process. Marketing is a very important tool in order for companies to position themselves in the minds of the consumers and in order to build strong brand equity. Brand equity is the differential effect knowing a brand name has on the minds of the consumers.

Olpers vras introduced in 2005, while Nestle milkpack was introduced in 1981 and Haleeb was introduced in 1988.Despite being introduced many years later Olpers was able to give a strong competition to the already established brands in the market. Primary research was conducted in which questionnaires were floated on the internet and people were asked to fill in their questionnaire they were also given out in the supermarkets. Apart fi^om this qualitative research was done and a focus group of consumers was held, apart from this shopkeepers were also interviewed The results showed the different consumer preferences when it came to FMCG dairy brands, amongst them Olpers and Nestle milkpack were almost on the same level whereas Haleeb was a little behind. Olpers in such a short span of time has been able to capture such a high market share because of effective marketing and amazing innovation techniques. Consumer preferences depend on many fectors when choosing a brand these includes the many cultaral factors the cultural fectors, the personal fectors and the psychological fectors. When choosmg a brand word of mouth is very important for consumers. If the peers of the consumer has advised the them to take a specific product, this will have a huge impact on the decision buying process of the consumer In the buyer’s decision making process, the marketers need to know what is inside the consumer’s black box and apply the marketing strategy accordingly in order to reap out the greater benefits. There is a huge potential in the dairy market but this comes with a drawback as many of the local milkmen might see a reduction in demand and this could affect their livelihood.

Pages

28

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