market share of tetrapak milks

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Title: Market share of tetrapak milks Subject: Marketing Research Masters of business administration Session: 2009-2011 Submitted By: Javeria Amin Roll no: 09 MBA 3 rd Semester Submitted to: Sir khurram Siddique

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Page 1: Market share of tetrapak milks

Title: Market share of tetrapak milksSubject: Marketing ResearchMasters of business administrationSession: 2009-2011

Submitted By: Javeria Amin Roll no: 09 MBA 3rd Semester

Submitted to: Sir khurram Siddique

Department Of business AdministrationMinhaj University LahoreDate: 12th July 2010.

Page 2: Market share of tetrapak milks

Contents:1. Project objective.

2. Introduction to tetrapak milk. Olpers Milkpak Nurpur Haleeb

3. Research Process

4. Research Design

5. Analysis of tetrapak milks. Analysis of Olpers. Analysis of NestleMilkpak. Analysis of Nurpur. Analysis of Haleeb

6. Analysis of milk.

7. Final project analysis.

8. Conclusion.

9. Recommendation

Page 3: Market share of tetrapak milks

Project Objective:This project is assigned to me by Sir Khurram Siddique. The objective of the project is to conduct research on the market share of tetrapak milks and to analyse the reasons of people liking for tetrapak milk.

Introduction To Tetra Pak Milks:Tetra Pak's innovation is in the area of aseptic processing liquid food packaging which, when combined with ultra-high-temperature processing (UHT), allows liquid food to be packaged and stored under room temperature conditions for up to a year. This allows for perishable goods to be saved and distributed over greater distances without the need for a cool chain. The tetrapak milks examples are Olper’s milk, Nestle milkpak, Nurpur and Haleeb. A slight introduction of them is given below;

Olper’s Milk:Engro foods limited is subsidiary of Engro Chemical Pakistan Ltd. Engro Foods started its business operations in March 2006 and with the successful launch of Olpers Milk, Tarang, Olwell, and Olpers cream, it has established itself as a major player in the foods business. Olpers milk is a UHT milk which is available in four sizes; 250ml, 500ml, 1000ml and 1.5ml (Extra large)

Nestle Milkpak:Nestle has been serving Pakistani consumers since 1988, MILKPAK is a standardized UHT milk and is a trusted brand known throughout the country for its nutritious wholesome goodness and pure natural taste. MILKPAK is now fortified with extra strength of Iron, Vitamin C and Vitamin A.

Page 4: Market share of tetrapak milks

Nurpur:The company was incorporated in 1985. A wholesome life is what Nurpur stands for with Health, Energy and Taste, being the vital ingredients. Nurpur is Ultra High temperature treated milk which can be kept outside the refrigerator for three months. Packed in 250ml, 500ml, and 1000ml volumes in Tetra Packing.

Haleeb:Haleeb Foods was established in 1986 and its first product was Haleeb milk.

Haleeb is pasteurized, homogenized, and standardized pure UHT milk. Packed in easy to open, 6-layered Tetra Pak Slim Brick Aseptic packaging, it comes with a 3 months shelf life. It is available in three sizes 250 ml, 500ml and 1000ml.

Page 5: Market share of tetrapak milks

RESEARCH PROCESS

The following are the steps of the research process;

STEP 1:Problems /opportunitiesOpportunity will be to get the knowledge of tetrapak milk market share and the reason why people like it so that further new innovations can be created.

STEP 2:Data collectionPrimary data collection method, survey will be used in this project. Survey method will be self administrated questionnaire.

STEP 3:Data processingResearch will be formed through which the research processing will be conducted.Research design is attached at the end:

STEP 4:ResultsResults of the research will be compiled in the final analysis and they will show which tetrapak milk is covering the most of the market share.

STEP 5:Research report Research report will be presented to Sir Khurram Siddique.

Page 6: Market share of tetrapak milks

Research Design:The following are the steps of research design;

STEP1:Define Opportunity:Opportunity will be to get the knowledge of tetrapak milk market share and the reason why people like it so that further new innovations can be created.

STEP 2:Estimate the value of information:The information gained form this research will help me in future and also help me to learn how the research is conducted?

STEP3:Type of research:Basic research will be conducted, which will be regardless of any organization and brand.

STEP 4:Select data collection method:Primary data collection method, survey will be used in this project. Survey method will be self administrated questionnaire.

STEP 5:Select measurement techniques:The measurement technique used here is Category scale (Rating Scale), which provides multiple options to elect a single response.

STEP 6:Design the questionnaire:Through questionnaire the information will be collected regarding the market share of the tetrapak milks and the reasons why the people like them? And the target respondents will be the students. A questionnaire sample is attached to it at the end of the design.

STEP 7:Select sample method:Population will be students and the sample size selected is of 100 students.

STEP 8:Select analytical approach:Analytical approach used will be Microsoft Word and Microsoft Excel.

STEP 9:Evaluate the ethics of research:The research will be bias free and will be my personal research, which don’t have any link with the companies.

Page 7: Market share of tetrapak milks

STEP 10:Specify the time and financial cost:The time taken to complete the research will be 3 weeks and the cost incurred will be Rs. 500.

STEP 11:Research proposal:The research proposal will be presented to Sir Khurram Siddique.

Page 8: Market share of tetrapak milks

Marketing ResearchResearch Conductor: Project Coordinator:Javeria Amin Sir Khurram Siddique Roll # 09MBA3rd Semester

Information filled by respondent

Name:______________________________ Age:________________

Profession: -Student -Employee -Other____________________________

Research Question:Determine the market share of tetrapack milk and why people like it?

Q1. Which tetrapack milk you use? -Olper - Nestle Milkpak -Nurpur -Haleeb

Q2. You like this milk because of? -Taste -Thickness -Quality -Packaging -Price

Q3. Which size pack you mostly purchase? -250ml -500ml -1000ml -Extra large

Q4. Is it easily available to you? -All stores -Bakeries -Everywhere -Few stores

Q5. Have you seen its Ads & commercials? -TV Ads -Pamphlets -Billboards -Shops display -Newspaper -Magazines

Q6. How many family members you are? -2 -4 -6 -More_____________

Q7. Who like it the most in the family? -Children -Teenagers -Adults -Aged

Q8. For what purpose you use it? -Tea -Dessert -Simple -Shakes

Q9.What is your weekly consumption of milk? -Less than 3litre - 3litre -More than 3litre

Page 9: Market share of tetrapak milks

ANALYSIS OF TETRAPAK MILKS:The following is the analysis of the tetrapak milks;

Olper’s Milk:The following is the analysis of the Olper’s milk;

Which tetrapack milk you use?

No Option No. of respondents1 Olper’s milk 25

Out of 100 respondents 25 respondents selected Olper’s which shows that the market share of Olper’s milk is 25%

You like this milk because of?

No Options No. of respondents1 Taste 122 Thickness 53 Quality 84 Packaging 05 Price 0

25%

Page 10: Market share of tetrapak milks

Graph shows that out of 25 respondents 12% like it because of taste, 5% because of thickness, 8% because of quality and 0% because of packaging and price.

Which size pack you mostly purchase?

No. Options No. of respondents1 250 ml 62 500ml 53 1000ml 114 1.5ml (extra large) 3

Graph shows that out of 25 respondents, 6% respondent purchases 250 ml, 5% purchases 500ml, 11% purchases 1000ml and 3% purchases 1.5ml (extra large)

12%

5%

0% 0%

8%

Page 11: Market share of tetrapak milks

Is it easily available to you?

No. Options No. of respondents1 All Stores 152 Bakeries 03 Everywhere 104 Few Stores 0

Graph shows that out of 25 respondents, 15% respondents easily avail it from all stores, 10% from everywhere and 0% from bakeries and few store.

Have you seen its Ads & commercials?

No. Options No. of respondents1 Tv Ads 242 Pamphlets 03 Billboards 74 Shops display 65 Newspaper 96 Magazines 4

Page 12: Market share of tetrapak milks

Respondents selected multiple options which shows on the graph that they have seen maximum ads and commercials through Tv Ads 24%, Pamphlets 0%, Billboards 7%, shops display 6%, newspaper 9% and magazines 4%.

Nestle Milkpak:The following is the analysis of the Nestle Milkpak;

Which tetrapack milk you use?

No. Option No. of respondents1 Nestle Milkpak 41

Out of 100 respondents 41 respondents selected Nestle milkpak which shows that the market share of Nestle milkpak is 41%

Page 13: Market share of tetrapak milks

You like this milk because of?

No. Options No. of respondents1 Taste 132 Thickness 53 Quality 204 Packaging 05 Price 3

Graph shows that out of 41 respondents 13% like it because of taste, 5% because of thickness, 20% because of quality, 0% because of packaging and 3 % because of price.

Which size pack you mostly purchase?

No. Options No. of respondents1 250ml 182 500ml 123 1000ml 114 1.5ml (extra large) 0

Page 14: Market share of tetrapak milks

Graph shows that out of 41 respondents, 18% respondent purchases 250 ml, 12% purchases 500ml, 11% purchases 1000ml and 0% purchases 1.5ml (extra large)

Is it easily available to you?

No. Options No. of respondents1 All stores 152 Bakeries 03 Everywhere 234 Few stores 3

Graph shows that out of 41 respondents, 15% respondents easily avail it from all stores, 23% from everywhere, 0% from bakeries and 3% from few store.

Page 15: Market share of tetrapak milks

Have you seen its Ads & commercials?No. Options No. of respondents1 Tv Ads 352 Pamphlets 33 Billboards 74 Shops display 75 Newspaper 96 Magazines 4

Respondents selected multiple options which shows on the graph that they have seen maximum ads and commercials through Tv Ads 35%, Pamphlets 3%, Billboards 7%, shops display 7%, newspaper 9% and magazines 4%.

Nurpur:The following is the analysis of the Nurpur milk;

Which tetrapack milk you use?

No. Options No. of respondents1 Nurpur 3

Page 16: Market share of tetrapak milks

Out of 100 respondents 3 respondents selected Nurpur which shows that the market share of Nurpur tetrapak milk is 3%

You like this milk because of?

No. Options No of respondents1 Taste 32 Thickness 03 Quality 04 Packaging 05 Price 0

Page 17: Market share of tetrapak milks

Graph shows that out of 3 respondents 3% like it because of taste and 0% because of thickness, quality, packaging and price.

Which size pack you mostly purchase?

No. Options No of respondents1 250ml 22 500ml 13 1000ml 04 1.5ml(extra large) 0

Graph shows that out of 3 respondents, 2% respondent purchases 250 ml, 1% purchases 500ml, 0% purchases 1000ml and 1.5ml (extra large)

Is it easily available to you?

No. Options No. of respondents1 All stores 12 Bakeries 03 Everywhere 24 Few store 0

Page 18: Market share of tetrapak milks

Graph shows that out of 3 respondents, 1% respondents easily avail it from all stores, 2% from everywhere and 0% from bakeries and few store.

Have you seen its Ads & commercials?

No Options No of respondents1 Tv Ads 12 Pamphlets 03 Billboards 14 Shops display 05 Newspaper 16 Magazines 0

Graph shows that out of 3 respondents, 1% has seen Tv Ads, 1% billboards, 1 % newspaper and 0 % pamphlets, shops display and magazines.

Page 19: Market share of tetrapak milks

Haleeb:The following is the analysis of the Haleeb;

Which tetrapack milk you use?

No. Options No. of respondents1 Haleeb 31

Out of 100 respondents 31 respondents selected Haleeb which shows that the market share of Haleeb is 31%

You like this milk because of?

No. Options No of respondents1 Taste 132 Thickness 43 Quality 124 Packaging 15 Price 1

Page 20: Market share of tetrapak milks

Graph shows that out of 31 respondents 13% like it because of taste, 4% because of thickness, 12% because of quality and 1% because of packaging and 1% because of price.

Which size pack you mostly purchase?

No. Options No of respondents1 250ml 162 500ml 133 1000ml 24 1.5ml(extra large) 0

Graph shows that out of 31 respondents, 16% respondent purchases 250 ml, 13% purchases 500ml, 2% purchases 1000ml and 0% purchases 1.5ml (extra large)

Page 21: Market share of tetrapak milks

Is it easily available to you?

No. Options No. of respondents1 All stores 192 Bakeries 03 Everywhere 114 Few store 1

Graph shows that out of 31 respondents, 19% respondents easily avail it from all stores, 11% from everywhere, 1 % from few stores and 0% from bakeries.

Have you seen its Ads & commercials?

No Options No of respondents1 Tv Ads 292 Pamphlets 03 Billboards 24 Shops display 15 Newspaper 26 Magazines 2

Page 22: Market share of tetrapak milks

Respondents selected multiple options which show on the graph that they have seen multiple ads and commercials through Tv Ads 29%, Pamphlets 0%, Billboards 2%, shops display 1%, newspaper 2% and magazines 2%.

Page 23: Market share of tetrapak milks

Analysis Of Milk:The following is the analysis regarding family size, purpose of milk usage, there weekly consumption of milk and who like milk mostly in the family.

How many family members you are?

No. Options No. of respondents1 2 42 4 203 6 444 More 33

Graph shows that out of 100 respondents, 4% respondents are 2 family members, 20% are 4 members, 44% are 6 members and 33% are more than 6 members.

Who like it the most in the family?

No. Options No. of respondents1 Children 272 Teenagers 313 Adults 364 Aged 6

Page 24: Market share of tetrapak milks

Graph shows mostly the tetrapak milk is liked by children 27%, teenagers 31%, adults 36% and aged 6%.

For what purpose you use it?

No. Options No. of respondents1 Tea 602 Dessert 43 Simple 194 Shakes 17

Page 25: Market share of tetrapak milks

Graph shows that out of 100 respondents, 60 % respondent use terapak milk for tea, 4% for dessert, 19 % use simple and 17% for shakes

What is your weekly consumption of milk?

No. Options No. of respondents1 Less than 3litre 222 3litre 253 More than 3litre 53

Graph shows weekly consumption of milk less than 3litre is 22%, 3litre is 25% and more than 3litre is 53%.

Page 26: Market share of tetrapak milks

Final Project Analysis:The analysis of the project shows that the maximum market share is covered by Nestle Milkpak 41%and then by Haleeb 31%, Olpers 25% and Nurpur 3%. These tetrapak milks are mostly like because of taste ( Nestle milkpak, Olpers, Nurpur, haleeb), Thickness (Nestle Milkpak, Olpers, Haleeb), Quality (Nestle milkpak, Olpers and haleeb), Packaging (Haleeb) and price (Nestle Milkpak and Haleeb).The different pack sizes which is mostly purchase are 250ml, 500ml and 1000ml. 1.5ml size is only offered by the Olpers. These tetrapak milks are available everywhere and can be purchased from all stores. When it comes for the advertising and commercials of the tetrapak milks tv ads are mostly seen.Coming toward the analysis of milk it is analysed by the research that mostly the milk is used by the six members family and more then six members. Adults use this milk for the purpose of tea mostly and their weekly consumption of milk is more then three litre.

Conclusion:After the detailed study of the research I concluded this that the Nestle milkpak is ruling over the market and the other tetra pak milks should improve themselves so that they can compete Nestle milkpak and gain most of the market share. Olpers, Nestle milkpak and Haleeb are close competitors where as Nurpur needs to work harder if they don’t they will no longer stay in market anymore.

Recommendation: The following are the recommendations.

Haleeb milk should improve their advertising and commercials to boost up their sales.

Olper is new to the market and needs time so that people get faith in them. Nurpur needs a lot of hard work as they only get a very small part of market

share. Nurpur should increase their quality and advertisement and they need to bring new strategies so that their sales can be increased.