dalda pres

8/9/2019 Dalda Pres

1/39

8/9/2019 Dalda Pres

2/39

PresntationPresntationOnOn

Dalda Foods (Pvt.) Ltd.Dalda Foods (Pvt.) Ltd.

8/9/2019 Dalda Pres

3/39

PresentersPresenters

Muhammad Imran KhanMuhammad Imran Khan 07-3707-37

Muhammad Taha KhanMuhammad Taha Khan 07-0607-06

Farrukh Ali SahuFarrukh Ali Sahu 07-4307-43

8/9/2019 Dalda Pres

4/39

Brief HistoryBrief HistoryDaldas story begins in early 1930sDaldas story begins in early 1930s

In 1999 Unilever acquired International Technology to evolveIn 1999 Unilever acquired International Technology to evolveDalda Banaspati to Dalda VTFDalda Banaspati to Dalda VTF

In July 2004 Unilever Pakistan sold its "Dalda" brand toIn July 2004 Unilever Pakistan sold its "Dalda" brand toWestbury GroupWestbury Group

The company entered the pure-oil segment in early 2007The company entered the pure-oil segment in early 2007

8/9/2019 Dalda Pres

5/39

ValuesValuesAt Dalda we follow following values to bring best to our At Dalda we follow following values to bring best to our CustomersCustomers

IntegrityIntegrity

FairnessFairness

TrustTrust

AccountabilityAccountability

People reaching their full potentialPeople reaching their full potential

8/9/2019 Dalda Pres

6/39

8/9/2019 Dalda Pres

7/39

Major ProductsMajor Products

Dalda VTF BanaspatiDalda VTF Banaspati

Dalda Cooking OilDalda Cooking Oil Manpasand BanaspatiManpasand Banaspati Manpasand Cooking OilManpasand Cooking Oil

8/9/2019 Dalda Pres

8/39

Dalda VTF BanaspatiDalda VTF Banaspati

Only banaspati in Pakistan which is Virtually Trans-fatsOnly banaspati in Pakistan which is Virtually Trans-fatsFree (VTF)Free (VTF)

Ordinary banaspati brand contains up to 25% of theseOrdinary banaspati brand contains up to 25% of theseharmful Trans-fatsharmful Trans-fats

Amount of Trans-fats in this banaspati to less than 1%Amount of Trans-fats in this banaspati to less than 1%

8/9/2019 Dalda Pres

9/39

Dalda Cooking OilDalda Cooking Oil

Keeping in mind the changing lifestyle of its consumers DaldaKeeping in mind the changing lifestyle of its consumers Daldaintroduced cooking oil to the market.introduced cooking oil to the market.

100% cholesterol free and contains Vitamin A and D together 100% cholesterol free and contains Vitamin A and D together with Vitamin Ewith Vitamin E

It also contains essential fatty acids, Omega 3 and 6It also contains essential fatty acids, Omega 3 and 6

8/9/2019 Dalda Pres

10/39

Manpasand BanaspatiManpasand Banaspati

Economical in useEconomical in use

Enriched with Vitamins A & D to ensure healthEnriched with Vitamins A & D to ensure health and greatand greattastetaste

8/9/2019 Dalda Pres

11/39

Manpasand Cooking OilManpasand Cooking Oil

Produced using the worlds best vegetable oilsProduced using the worlds best vegetable oils

Produced using the worlds best vegetable oilsProduced using the worlds best vegetable oils Economical in use and cholesterol freeEconomical in use and cholesterol free

Enriched with Vitamins A and DEnriched with Vitamins A and D

8/9/2019 Dalda Pres

12/39

8/9/2019 Dalda Pres

13/39

Mid Price Segment

Mass Market

Market SegmentationMarket Segmentation

Premium SegmentPremium Segment

....

Premium A Market:300 K TonsDFLs Brand: DaldaCompetition: Habib, Rafhan,Soya Supreme & imported brands

Premium B Market: 900 K TonsDFLs Brand: ManpasandCompetition: Sufi, Zaiqa &Kashmir

Mid Price A: 500 K TonsDFLs Brand: TulloCompetition: Kissan,Meezan, G.Sun , Sunny &Bulk Segment of Zaiqa

and Sufi

Mid Price B:400 K Tons

DFLs Brand:PrideCompetition:

Shan, Lateef,Data,Dastarkhuan,

Handi & Shama

8/9/2019 Dalda Pres

14/39

DaldaDalda

Why is Dalda Premium Brand?Why is Dalda Premium Brand?

QualityQuality

Only brand that is exported to European Union CountriesOnly brand that is exported to European Union CountriesUNESCO recommended quantity of VitaminsUNESCO recommended quantity of Vitamins

Only Brand that offers VTFOnly Brand that offers VTF

8/9/2019 Dalda Pres

15/39

DaldaPortfolioDaldaPortfolioOnly Daldas International Technology and espertise offer aOnly Daldas International Technology and espertise offer a

value added range to suit every consumers needsvalue added range to suit every consumers needs

Dalda Olive OilDalda Olive OilOnly Health MattersOnly Health Matters

Dalda Cooking OilDalda Cooking OilOnly blend which preserves natural goodnessOnly blend which preserves natural goodness

Planta Cooking OilPlanta Cooking OilWhere Taste is as important as HealthWhere Taste is as important as Health

Dalda Canola OilDalda Canola OilOnly Canola oil that offers strength of vitamins to combat competitive lifestyleOnly Canola oil that offers strength of vitamins to combat competitive lifestyle

Dalda VTF BanaspatiDalda VTF BanaspatiOnly Banaspati that offers relief of being transfat freeOnly Banaspati that offers relief of being transfat free

8/9/2019 Dalda Pres

16/39

DaldaSegment DriversDaldaSegment Drivers

Where Own and Familys Health is a priorityWhere Own and Familys Health is a priority

When consumers think that it is better to spend on qualityWhen consumers think that it is better to spend on quality

rather than on medicine.rather than on medicine. Where Trust means Blind Faith of loved ones on your choicesWhere Trust means Blind Faith of loved ones on your choicesquality.quality.

Where Route to win hearts is not only taste ratherTrust andWhere Route to win hearts is not only taste ratherTrust andTasteTaste

8/9/2019 Dalda Pres

17/39

DaldaDistribution StrategyDaldaDistribution Strategy

Extensive coverage of A, B and C class outlets Nationwide.Extensive coverage of A, B and C class outlets Nationwide.

Controlled and potential based coverage at D and E classControlled and potential based coverage at D and E classoutlets nationwide.outlets nationwide.

8/9/2019 Dalda Pres

18/39

DaldaMain CompetitorsDaldaMain Competitors

HabibHabib

SeasonsSeasons

RafhanRafhan

Soya SupremeSoya SupremeImported Premium BrandsImported Premium Brands

8/9/2019 Dalda Pres

19/39

ManpasandManpasand

How Manpasand is positioned in the minds of target customers?How Manpasand is positioned in the minds of target customers?

Only Brand that is economical in useOnly Brand that is economical in use

Only brand with continuous Innovation & activation supportOnly brand with continuous Innovation & activation supportUNESCO recommended vitamins quantityUNESCO recommended vitamins quantity

Consistency in Quality, Flavor and TextureConsistency in Quality, Flavor and Texture

8/9/2019 Dalda Pres

20/39

ManPasandPortfolioManPasandPortfolio

DFL offers to combine Quality and Economy for consumers whoDFL offers to combine Quality and Economy for consumers who

want to be liberated of financial burden without compromisingwant to be liberated of financial burden without compromising

familys health.familys health.

Manpasand BanaspatiManpasand BanaspatiManpasand Cooking OilManpasand Cooking Oil

Where quality has an edge over a few rupee differentialWhere quality has an edge over a few rupee differential

8/9/2019 Dalda Pres

21/39

8/9/2019 Dalda Pres

22/39

Distribution StrategyDistribution Strategy

Extensive Distribution in A, B, C and D class outlets nationwide.Extensive Distribution in A, B, C and D class outlets nationwide.

Selective distribution at MT Stores.Selective distribution at MT Stores.

8/9/2019 Dalda Pres

23/39

ManpasandMain CompetitorsManpasandMain Competitors

SufiSufi

ZaiqaZaiqa

Kashmir Kashmir

8/9/2019 Dalda Pres

24/39

Consumer Preference FindingsConsumer Preference Findings

Nationwide consumers researches and millions of consumers Nationwide consumers researches and millions of consumers

contacts suggest that Manpasand is a superior product/contacts suggest that Manpasand is a superior product/

formulation as:formulation as:

91% target consumers preferred Manpasand over their existing91% target consumers preferred Manpasand over their existing brands brands

94% consumers liked its overall quality and innovation94% consumers liked its overall quality and innovation

packaging packaging73% consumers mentioned that it was economical in use as its73% consumers mentioned that it was economical in use as itsconsumed less than any other Banaspati/Oilconsumed less than any other Banaspati/Oil

8/9/2019 Dalda Pres

25/39

8/9/2019 Dalda Pres

26/39

TulloTullo

Why Tullo against regional brands?Why Tullo against regional brands?

Brand with the heritage and quality trust of over 60 yearsBrand with the heritage and quality trust of over 60 years

Consistent Superior qualityConsistent Superior qualityImproved service of sales force to customersImproved service of sales force to customers

Only long standing and trustworthy brandOnly long standing and trustworthy brand

8/9/2019 Dalda Pres

27/39

TulloPortfolioTulloPortfolio

Tullos superior quality is now accessible to priceTullos superior quality is now accessible to price

conscious consumers as followsconscious consumers as follows

Tullo BanaspatiTullo Banaspati

Tullo Cooking oilTullo Cooking oil

8/9/2019 Dalda Pres

28/39

TulloSegment driversTulloSegment drivers

Where aspiration to use superior quality and trust worthyWhere aspiration to use superior quality and trust worthy brand is there but product does not allow. brand is there but product does not allow.

Where customers are willing to stretch a rupee or two for Where customers are willing to stretch a rupee or two for buying a trust worthy and experimented brand. buying a trust worthy and experimented brand.

Where quality is priority if brand is in affordability limits.Where quality is priority if brand is in affordability limits.

8/9/2019 Dalda Pres

29/39

TulloDistribution strategyTulloDistribution strategy

Extensive distribution in B, C & D outlets nation wide.Extensive distribution in B, C & D outlets nation wide.

Selective distribution in E class stores.Selective distribution in E class stores.

8/9/2019 Dalda Pres

30/39

TulloMain CompetitorsTulloMain Competitors

KissanKissan ---------- KHI, FSB, QTA.KHI, FSB, QTA.

MeezanMeezan ----- KHI, LHR, QTA.----- KHI, LHR, QTA.

Golden SunGolden Sun ---------- KHI, LHR, SKR, MUL.KHI, LHR, SKR, MUL.

ShehbazShehbaz ----- SUK.----- SUK.Bulk pack of ZaiqaBulk pack of Zaiqa ----- ISL, RWP.----- ISL, RWP.

Bulk pack of SufiBulk pack of Sufi ----- LHR.----- LHR.

8/9/2019 Dalda Pres

31/39

PridePride

Brand that is being made following same gold qualityBrand that is being made following same gold qualitystandards as of Tullo.standards as of Tullo.

Consistent quality in the market where unethical productConsistent quality in the market where unethical productmanufacturing practices are a norm.manufacturing practices are a norm.

8/9/2019 Dalda Pres

32/39

PridePortfolioPridePortfolio

Manufacturers of Tullo offers following quality product at rock Manufacturers of Tullo offers following quality product at rock

bottom prices bottom prices

Pride Banaspati.Pride Banaspati.

Pride Cooking Oil.Pride Cooking Oil.

8/9/2019 Dalda Pres

33/39

PrideSegment DriversPrideSegment Drivers

In this segment price determines the buying attitude.In this segment price determines the buying attitude.

Consumers are fighting for there survival, Hence even a singleConsumers are fighting for there survival, Hence even a single penny matters a lot. penny matters a lot.

Quality is a value addition if price is competitive.Quality is a value addition if price is competitive.

8/9/2019 Dalda Pres

34/39

PrideDistribution strategyPrideDistribution strategy

Expensive distribution in B, C, D & E outlets nation wide.Expensive distribution in B, C, D & E outlets nation wide.

Selective distribution in B+ stores.Selective distribution in B+ stores.

8/9/2019 Dalda Pres

35/39

PrideCompetitorsPrideCompetitors

ShaanShaan ---------- LHR LHR

Latif Latif ---------- ISLISL

DaataDaata ---------- FSB, QTAFSB, QTA

DastarkhuanDastarkhuan ---------- KHI, LHR KHI, LHR HaandiHaandi ---------- RWB, KHIRWB, KHI

PurePure ---------- SUK,HYDSUK,HYD

ShamaShama ---------- PSH,MULPSH,MUL

8/9/2019 Dalda Pres

36/39

Price RangesPrice RangesPremium APremium A

Banaspati Ghee : 115-130 /kgBanaspati Ghee : 115-130 /kg

Cooking Oil : 125-140 /kgCooking Oil : 125-140 /kgPremium BPremium B


Cooking Oil : 110-125 /kgCooking Oil : 110-125 /kgMid-Price AMid-Price A


Cooking Oil : 100-110 /kgCooking Oil : 100-110 /kgMid-Price BMid-Price B


Cooking Oil : 90-100 /kgCooking Oil : 90-100 /kg

8/9/2019 Dalda Pres

37/39

AdvertisementAdvertisement

The Company does its Marketing itself. They dont have anyThe Company does its Marketing itself. They dont have anyorganization involved for marketing concerns. The advertisementorganization involved for marketing concerns. The advertisement

is done by an advertisement organization Makan Ericson.is done by an advertisement organization Makan Ericson.

8/9/2019 Dalda Pres

38/39

Distinctions & CertificationsDistinctions & Certifications

Bureau Veritas Quality (BVQI) certification of:ISO 9001-2000 for QualityISO 14001-2004 for Environment

ISO 22000-2005 for Food SafetyOHSAS 18001-1999 for Occupational Health and Safety

HACCP certification for Hazard Analysis and Critical ControlPoints

8/9/2019 Dalda Pres

39/39

Any Queries??Any Queries??

dalda pres

Documents