Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Mr. Adnan Ahmed, Visiting Faculty, Department of Marketing
Project Coordinator (External)
Maha Shariq
Project Type
MBA Research Project
Keywords
Flavored Milk, Nutrition, Marketing, Buying Behavior, Availability
Abstract / Summary
The capstone project with FrieslandCampina focuses on gauging the effectiveness of Olper’s Flavored Milk school activation campaign, which was launched in 2022. The campaign features a mini movie called Olper's All Stars, an activity book, free flavored milk samples, and a short engagement session with Olper’s brand ambassadors. The aim of the campaign is also to evaluate the effectiveness of the canteen induction programme and conduct retail audits to assess the availability and offtake of Olper’s flavored milk at outlets in the vicinity of targeted schools.
The primary objective of this study was to assess the impact of the campaign on brand perception and flavored milk consumption among school going kids. Another reason was to see if the school activation campaign that Olper’s conducts every year has any tangible impact on consumption behavior and buying intention. The study also explores greater market dynamics, including competition’s availability and sales, macroeconomic conditions such as inflationary pressure, consumer perceptions, and the nutritional value of flavored milk.
Key findings indicate that while the campaign increases top of mind awareness and helps kids associate Olper’s milk with healthy, nutritious school meal options, it doesn’t necessarily convert into higher sales. The hurdles to conversion include two major factors: product pricing and availability. The study results show that brand activations can have a positive impact on perception of flavored milk and the willingness to purchase.
However, the execution of school activations has to be done efficiently and in schools that are part of the target market. Moreover, the activations must be supplemented by the sales team’s efforts to ensure availability, and the pricing has to be improved so consumers believe Olper’s flavored milk offers them value for money. In the absence of this, the school activations campaign and the canteen induction programme won’t yield effective results.
In conclusion, school activations can propel the growth of Olper’s flavored milk in terms of brand equity and recall, but the report underscores the importance of improved retail engagement, competitive pricing, and higher market penetration to grow the bottom line.
Recommended Citation
Nasir, M., Salahuddin, M., Malik, Y., & Rao, A. (2024). The factors that influence the perception of customers in the consumption of Olper's Flavored Milk (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/335
