Members

Minahil Naeem
Usman Akhtar
Ahmad Ajmal
Saad Salman Ahmad
M. Sami Ashraf
M. Yousaf Atif
 
 Introduction
DALDA are the pioneers' in the ghee and oil industry in Pakistan, have a developing class to
manage over the long run. DALDA being market dominator has great entrance of 52-55% in the
ghee and oil section and has steadfast customers as organization is in presence for more than 60
years.
 PESTEL Analysis
• Political factors:
Dalda serves in many European countries. Dalda focus on these political dynamics like taxation,
import export excise duties, government permission to enter in to the target segment and also to
introduce New products allowed by the regulated bodies.

 Economic factors:
Dalda set different economic policies for different targeted segments. The price of the product is
an important decision to take while strategizing the economic policies according the inflation rate and
the buying power of the segments.
 PESTEL Analysis
• Social factors:
Dalda so far has considered the social perspective well. The company has well
understood the concept that consumers changing attitude has immense importance.
People are now very much prone to the healthy life style.

• Technological factors:
Dalda uses technology in several business operations like to maintain the databases
with the help of software. They launch adds on social media like facebook.
 PESTEL Analysis
• Legal factors :
Dalda follow the health and safety laws for their employees and also to produce
hygiene products for the customers. Dalda focus on these too while operating in different
regions of the world.

• Environmental factors :
Today the world is more conscious to have clean environment. Dalda focus on these
rules and regulations also to produce healthy food with environmental friendly operations.
 Porters 5 Forces
• Threat of New Entrants:
Threat of new entrants are from Mezzan, Kausar cooking oil.

• Threat of Substitutes:
Substitute brands are already in market like Sufi, Kashmir oil, Mezzan.

• Bargaining Power of Buyers:

Very low for the majority of people because this a big brands and there is no other thing that can
replace cooking oil instead of baking food and people in Pakistan don’t eat baked food a lot .
 Porters 5 Forces

• Bargaining Power of Suppliers:

The barraging power is high due to more suppliers of the sunflower seed and mostly
these are the farmers so there is strong union between the suppliers of sunflower .

• Rivalry among Existing Competitors:

Rivalry among the existing competitors is strong because there is tight competition
between the cooking oil brands every brands launch marketing campaign frequently
to increase their sale
 Value chain
• Inbound logistics:
Raw material (sunflower /soya bean seeds collected from farmers or by 3rd party vendors by ensuring Quality
standards).

• Operations:
Extraction of oil/refining / packing and shipping / send to distributors or to retail stores.

• Outbound Logistics:
The outbound logistics include the packing and storing of the final goods in the cartons that has to shipped
locally or exported to other countries
 Value chain

• Marketing and sales:

Marketing at mass level , thorough emotional adds and on Bill boards.
Launch marketing camping before and during Ramadan in Pakistan at mass media.

• Service:
Service side include customer service if there is any kind of problems in the products that can be of
any type that customers compliant about e.g oil packets are leaking or there is anything wrong with
cooking oil the company need to resolve it and the good brands value them a lot
 Target Market

The target market of DALDA contains health, quality and taste conscious individuals, thus
DALDA commitment to tailor its items as per its clients is apparent from the way that starting of
every single item goes through the broad phases of examination and advancement. The target
audience will be primarily females starting from the age of 20 to round about 45 years of age.

For Dalda banaspati and cooking oil the income strata would be Rs. 20,000/- plus. However, the
new flavoured oils would be targeted at the upper strata of Rs. 50,000/- plus. As the loose
oil/banaspati consuming segment comprises around 50% of the market, therefore, Dalda junior
would continue targeting this segment.
 Products & their Positioning

 DALDA Cooking Oil

 DALDA Banaspati
 DALDA Sunflower Oil
 DALDA Lajawab
 Planta Cooking Oil.
 
 WHY ONLY DALDA ?.

• DALDA positioned in the minds of target customers because it is only

brand that is:
• ►1. UNESCO recommended vitamins quality.
• ►2. World best quality.
• ►3. Only brand that offers VTF.
• ►4. Only brand that is exported to European union countries
 Outcomes
• “GOOD HEALTH, GREAT TASTE”
• Maintain quality
• Dalda Foods has been able to deliver the best possible cooking mediums
to millions of its consumers' using its International Technology and
Expertise
 Segmentation

Demographic Geographic
 Segmentation

Psychographic Behavioral
Characteristics Impacting Consumer Behavior

 Culture
 Sub-culture
 Social class
 Family
Marketing Mix
 4 P’s
1. Product: 2. Price: 3. Place: 4. Promotion:
The DALDA, brand Price is basically to DALDA The most
is a consumer product. It tap the upper-center and Pakistan trusts in focused advancement
is bought frequently, privileged fragments. For cooperative energy, procedures utilized
immediately and with a this they need to that is an ideal mix are TV commercials.
relatively small amount ofaccomplish item quality of components of Its advertisements are
comparison. authority and in doing so the marketing mix. appeared on different
they bring about high Confirmation lies in channels. The
• Product Quality R&D costs. it having perhaps promotions are re-
• Product Features They market structure is the most productive dispatched after at
• Product Design elastic. and biggest some point to keep
distribution network up interest of the
frameworks in our buyer and when the
country. item is altered.
 
4 P’s
 Existing IMC
DALDA uses following to promote their products:
• Visibility marketing
• Media Marketing
• Sales Promotion
• Other mediums
CURRENT MARKETING STRATEGY
• Lever’s Interaction with Its market: The target market of Lever comprises
of health; quality and taste conscious people ;hence Lever’s commitment
to tailor its products according to its customers is evident from the fact
that launching of each and every product passes through the extensive
stages of research and development.
 Recommendations
Develop New Advertising Strategy

Advertising is as important to any company as hunger and

thirst for a human being because without it the company
will never be able to run. The company always needs
advertising to run. Different companies have their own
style of how they advertise about their product and
services..
 Recommendations
Market

In this element, we have to visit our market first and survey our
market to see which kinds of brands are available in our market
who are providing a product exactly like ours to the customer
because it's very important because we have to look at how
companies in the market are surveying and how they are selling
their product and what type of strategy they are adopted.
 Recommendations
Mission

First of all, our company has to set its own objectives, in

which we have to see where we want to take our
company and how to make our product so that our
product has maximum sales and its demand in the
market is large.
 Recommendations
Media

In this element, you need to see how you communicate in

your ad and whether that communication is understood by
your customers or not. For example, there are some
commercial networks that are beyond the reach of the
average customer which is very difficult for the customer to
understand and he has a very difficult time to understanding
it.
 Recommendations
Money

• In this element we need to tell about the quality of our

product and its price, what is the price of our product and
how we are distributing it.
• Because it is a very important element, every customer
wants to get the product they are buying at the lowest
price so that their purchasing power is such that they can
buy it.
 Recommendations
Mesurement
At the end, we will review how our ad reaches our customers and
how they can purchase and think about our product. In addition
we will see how we respond to the edits we have made public and
whether our customers are attracted to us.
Sample Ad
Bill Board
Digital Banner
Target audience
Communication Media
Advertising Message
Product Concept
Thank You
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