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WAHAN DALDA…
By:
Khawaja Umair Fazal
8968
Rao Aziz 9290
Abdul Samad 6751
PREVIEW
AD (Dalda)
Introduction
Executive Summary
MARKETING AUDIT
Market Structure
Brand Performance
Proposition
Promotion
Place
Price
Pack
Product
AD (Olive Oil)
AD (Tullo)
AD (Dalda ka Dastarkhwan)
Market Segment and Product Hierarchy
Gap Analysis
References
INTRODUCTION
When ever ones hear the name of Dalda, quality and taste comes to
the mind of the person. These has been the traits of Dalda for more
than 60 years in Pakistan, One of the pioneers of Banaspati ghee in
the country.
Dalda has now become the leading Food FMCG company Pakistan
beating the sales revenue records of Unilever and P%G, after
Unilever Pakistan sold her Dalda brand to Dalda Foods (Private)
Limited for Rs. 1.33 in Pakistan and is also leading the local
category of Oil and fats. Dalda is the only brand in Pakistan which
produces Banaspati Ghee (Hydrogenated Oils) which happens to be
VTF (Virtually trans fats free), up to only 1% as compared to other
brands that have about 20% that has less adverse affect on Blood
lipids and Immune System.
Dalda Having there own recipe book named as Dalda Cook Book
and having prime time television cooking program called Dalda ka
Dastarkhwan.
Big Idea:
Jahan Mamta wahan Dalda….
EXECUTIVE SUMMARY
Dalda are the pioneers' in the ghee and oil industry in
Pakistan, have a growing category to deal with in the long
run, factors such as increase in population is evident to
prove that the industry has to increase to meet the demands,
Dalda being market dominator has good penetration of 52-
55% in the gee and oil segment, yearly consumption is 14Kg
per capita and has loyal consumers as company is in
existence for more that 60 years. Company provides strong
proposal to her customers as compared to her customers
and believe in the consumer insight as there premium
quality benchmark. There are certain competitors in the
segment but having their consumer expectation met each
time, they achieve consumer value satisfaction relationship.
They have good voice of share and frequently on air ads and
have comprehensive integrated communication plan,
effectively using TV ads, Radio, Print ads and having there
own cooking show. There products are available on every
stores in Urban areas which is there main segment. Having
there own depots and warehouses, they use Indirect
Marketing channel, having wholesalers, retailers and other
intermediaries to distribute there products. They have
attractive packs for the products that works well for them.
They give importance to there basics especially 6 Ps and
push and pull strategies. There products are top performers
in their respective segments. They have an objective to grow
5 times in coming 5 Years.
MARKETING
AUDIT
(DALDA)
MARKET STRUCTURE
Q1:What are the Pakistan’s Socio-Demographic movements that affect
the brand?
Ans: Pakistan Consists of 17 Million People of which about
35% Lives in Urban areas, of which 35 to 50% are teenagers and
grown ups, about 55% Male and 45% Females approx, and with
different age bands, unemployment rate households, it is a healthy
segment to be captured as Living beings cannot live with out food
and they have to cook for which they require gee or oil.
Q2:What are the Market growth indicators for the category your brand
is in: give Value & Price.
Ans: There is a per capita consumption of 14 Kg Ghee and Oil
which is continuously growing that forces Dalda to hold this key
Category.
Q3:What are the Market growth drivers for the category your brand is
in?
Ans: as the consumption of edible oil and ghee will always be
there and population is continuously increasing and in addition to
this there is a change in the trend of peoples way of living in urban
areas people are more willing to eat outside so changes in pattern
of living and continuous increase in population are the key growth
indicators for the brand.
Ans: Jahan Mamta wahan Dalda is there Big Idea and also serves as
slogan and they position there products on Quality and taste.
Q11: What are the brand’s Category Drivers (those factors in the
category that have potential to Deliver growth for the brand)?
Ans: Last year Dalda Pakistan for seeing the potential of Olive Oil
launched Dalda Olive Oil in Pakistan, Dalda Cook Book and also
reintroduced Dalda Ka Dastarkhwan.
PROMOTION
Q15: Data of Brand Communication Awareness over time?
Ans: dalda frequently remain in touch with its customer through
media and make a recall when its sale are declining and also
reduces its prices on occasion like Ramadan and eid-ul-azha
Dalda`s main raw materials are Canola, sunflower seeds, olive oil,
Soya bean Oil and Palm oil. With added features of Vitamin A, D
and E.
PREMIUM
MID
BULK
Promotion
As Ramadan is Approaching and there will rush for pakoras samosas
and all this fried stuff so Dalda can easily capture market by introducing
economy Ramadan pack with Ramadan promotion of 5+1 on liter pouch or
they can associate them selves with and vermicelli and spice and deserts
company and they can start giving free chat massala and continue it till Eid-
ul-Azha with the Different recopies mix. They can start giving half kg of
dates pack to customer purchasing at least 5litre of oil.
Positioning
Dalda positioning is phenomenal it says “Jahan Mammta wahan dalda”
but still positioning of dalda is as premium oil which is expensive and so it
need to restate it as “Mother is every where”.
Packaging
In urdu there is marketing term called “jo dikhta hai who bikta hai”.means
product first impression is it packaging this is where customer first get
exposed to product and if the packaging of the product is good it will delight
the customer and in case of dalda packaging need to be changed because
all companies in oil industry are following similar packaging introducing oil
buckets of plastics for 5 liter or above and they can introduce small pack of
½ liter because dalda is not tapping this market and they introduce the low
unit packaging for rural areas because the 65%of population live in village
and still only 15% of them are using the branded oil.
Product
Dalda need to change the smell of its oil in Punjab because over there
the population is highly dense and the people eat much more than people
in any other province but they like the food cooked in desi ghee or even the
smell of desi ghee dalda can introduce the dalda desi ghee to cater that
market and the people. Because in Punjab local oil and ghee manufacture
are sharing more than 70% of Lahore and Faisalabad market.
Line Stretching
Dalda can introduce the downward stretching by introducing the new
product like “Dalda Regular” to capture the market which are still untapped
or capture by the other brand because has a credible name and by
introducing it people would like to switch to dalda because they see
reliability and quality assurance in it and it can easily capture the market of
others competitors such as Eva, Kisan, Meezan, Sufi and etc.
Diversification
Dalda is also making blue brand margarine for Unilever it can also
launch the margarine under its own name as it already has the plant and
there will be no additional cost of capital items but need to spend heavily to
promote it.
www.dkd.com.pk
www.google.com.pk
www.youtube.com
www.marketingteacher.com
THANK YOU
THE END