Mr Akhtar : Olper's reserves "balanced lifestyle" positioning! - Olper's Aisam Tv Ad 2011

Olper’s has spotted and is raring to reserve a new positioning in their consumers - have balanced healthy lifestyle with nutritional Olper’s.

Olper's Aisam Tv Ad 2011 Campaign

The brand which has seen many endorsers in the past , mostly, popular morning-show house wives , is now repositioning and repackaging their brand by signing the tennis star of Pakistan Aisam-ul- Haque as their brand ambassador

Olper's Aisam Tv Ad 2011

You are reading : Olper’s Aisam tv Ad 2011 Campaign

Olper’s already has a brand image which is deemed to be a trusted Pakistani premium quality family milk brand. But with Aisam on their side, Olper’s receives that young healthy life style positioning which their marketing team has spotted. A clear example of classical conditioning: we think of Aisam as a Pakistani sports star who obviously maintains a healthy life style, thus Olper’s will now share all these traits with him. For an intimate emotional benefit, Olper’s will relish the lovable and cuteness that Aisam enjoys.In addition to this , Olper's has sustained the family values which is apparent from their TVC as the role of Aisam's parents and grand mother is highlighted.

Sharing his views, Zulfiqar Ansari, Group Brand Manager Dairy, said, “We are thrilled to welcome Aisam-ul-Haque into the Olper’s family. He is a professional success on the court and also expounds the familial values that have come to embody the Olper’s brand. We believe the campaign also illustrates the real and genuine relationship that exists in his family which reflects our national values. Olper’s has always advocated the importance of a healthy lifestyle and we believe no one can symbolize better than Aisam. Through this partnership, we will be able to build meaningful connections with our consumers and strengthen our relationship with existing fans.”

You are reading : Olper’s Aisam TV Ad 2011 Campaign

Aisam seems to be the favorite brand ambassador for many brands now: Colgate, Clear and now Olper’s. Who wants a cricketer now? There is one more impact Aisam and Olper’s connection will have in Pakistan, that is, rise in the popularity of Tennis.

Speaking about Olper’s, Aisam-ul-Haque said, “Olper’s has been my preferred choice of milk brand since before this partnership and I feel this ad campaign is a true picture of my healthy lifestyle. I definitely recommend Olper’s as an integral part of one’s everyday balanced diet.”

What can we comprehend about the target audience the brand is trying to reach and their objective? Who can relate to Aisam? It’s probably the age group of newlywed couples who have just become the decision makers, thus are stimulated with this positioning to buy Olper’s. But for the boys and girls who are in their late teens and early 20s, the objective is brand building. Think of this way, through their new positioning, they are leaving the age group of mid 30s and onwards to milkpak and targeting all others. So when Teens becomes adult and get married, what to drink? Olper’s.

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You are reading : Olper’s Aisam TV Ad 2011 Campaign

A flip side of this mission could be to increase the reserved price that Olper’s is planning to charge in future. The price per litre has already touched Rs 80; can we anticipate from this move that more inflation is expected?

In juxtaposition to the last major TV campaign by Olper’s,

the communication was done through the female morning-show hosts, the programmes which are watched by millions of housewives of all ages. This leads me to the conclusion that Olper’s is in the second phase of their strategy: 1st phase, to engage mothers of all ages, 2nd phase: confirm brand loyalty with upcoming and future brand users.

You are reading : Olper’s Aisam TV Ad 2011 Campaign

My vision for Olper’s Aisam Campaign:

· Olper’s can do a brand extension with packaging of Aisam and launch a new product which will be rich in IRON (it will hit Nestle). But might increase cannibalization. However, this new product can attract higher contribution margins.

· Can Olper’s sponsor major sports events. Can they replace Pepsi’s logo from cricketers’ uniform with Olper’s?

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