Presntation

On

Dalda Foods (Pvt.) Ltd.

Presenters
Muhammad Imran Khan

07-37

Muhammad Taha Khan

07-06

Farrukh Ali Sahu

07-43

Brief History

Daldas story begins in early 1930s

In 1999 Unilever acquired International Technology to evolve

Dalda Banaspati to Dalda VTF

In July 2004 Unilever Pakistan sold its "Dalda" brand to

Westbury Group

The company entered the pure-oil segment in early 2007

Values
At Dalda we follow following values to bring best to our
Customers

Integrity
Fairness
Trust
Accountability
People reaching their full potential

Market Offerings
Major Products Offered by Dalda foods are:

Banaspati Ghee
Cooking Oil

Major Products

Dalda VTF Banaspati

Dalda Cooking Oil

Manpasand Banaspati

Manpasand Cooking Oil

Dalda VTF Banaspati

Only banaspati in Pakistan which is Virtually Trans-fats

Free (VTF)
Ordinary banaspati brand contains up to 25% of these
harmful Trans-fats
Amount of Trans-fats in this banaspati to less than 1%

Dalda Cooking Oil

Keeping in mind the changing lifestyle of its consumers Dalda

introduced cooking oil to the market.

100% cholesterol free and contains Vitamin A and D together

with Vitamin E
It also contains essential fatty acids, Omega 3 and 6

Manpasand Banaspati

Economical in use
Enriched with Vitamins A & D to ensure health and great
taste

Manpasand Cooking Oil

Produced using the worlds best vegetable oils

Produced using the worlds best vegetable oils
Economical in use and cholesterol free
Enriched with Vitamins A and D

Market Segmentation
Premium B Market: 900 K Tons
DFLs Brand: Manpasand
Competition: Sufi, Zaiqa &
Kashmir

Premium Segment

Premium A Market:300 K Tons

DFLs Brand: Dalda
Competition: Habib, Rafhan,
Soya Supreme & imported brands

..
Mid Price B:
400 K Tons
DFLs Brand:
Pride
Competition:
Shan, Lateef,
Data,
Dastarkhuan,
Handi & Shama

Mid Price Segment

Mass Market

Mid Price A: 500 K Tons

DFLs Brand: Tullo
Competition: Kissan,
Meezan, G.Sun , Sunny &
Bulk Segment of Zaiqa
and Sufi

Dalda
Why is Dalda Premium Brand?

Quality
Only brand that is exported to European Union Countries
UNESCO recommended quantity of Vitamins
Only Brand that offers VTF

DaldaPortfolio
Only Daldas International Technology and espertise offer a
value added range to suit every consumers needs

Dalda Olive Oil

Dalda Cooking Oil

Where Taste is as important as Health

Dalda Canola Oil

Only blend which preserves natural goodness

Planta Cooking Oil

Only Health Matters

Only Canola oil that offers strength of vitamins to combat competitive

lifestyle

Dalda VTF Banaspati

Only Banaspati that offers relief of being transfat free

DaldaSegment Drivers

Where Own and Familys Health is a priority

When consumers think that it is better to spend on quality
rather than on medicine.
Where Trust means Blind Faith of loved ones on your choices
quality.
Where Route to win hearts is not only taste ratherTrust and
Taste

DaldaDistribution Strategy

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

Controlled and potential based coverage at D and E class

outlets nationwide.

DaldaMain Competitors

Habib
Seasons
Rafhan
Soya Supreme
Imported Premium Brands

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

Only Brand that is economical in use

Only brand with continuous Innovation & activation support
UNESCO recommended vitamins quantity
Consistency in Quality, Flavor and Texture

ManPasandPortfolio
DFL offers to combine Quality and Economy for consumers who
want to be liberated of financial burden without compromising
familys health.
Manpasand Banaspati
Manpasand Cooking Oil

Where quality has an edge over a few rupee differential

ManpasandSegment Drivers

Where desire is best combination Quality & Economy

Where financial resources are limited but consumers aspire to

upgrade towards healthy and quality lifestyle

Distribution Strategy

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

nationwide.

Selective distribution at MT Stores.

ManpasandMain Competitors

Sufi
Zaiqa
Kashmir

Consumer Preference Findings

Nationwide consumers researches and millions of consumers
contacts suggest that Manpasand is a superior product/
formulation as:

91% target consumers preferred Manpasand over their existing

brands
94% consumers liked its overall quality and innovation
packaging
73% consumers mentioned that it was economical in use as its
consumed less than any other Banaspati/Oil

Tullo
Why Tullo against regional brands?

Brand with the heritage and quality trust of over 60 years

Consistent Superior quality
Improved service of sales force to customers
Only long standing and trustworthy brand

TulloPortfolio
Tullos superior quality is now accessible to price
conscious consumers as follows
Tullo Banaspati
Tullo Cooking oil

TulloSegment drivers

Where aspiration to use superior quality and trust worthy

brand is there but product does not allow.
Where customers are willing to stretch a rupee or two for
buying a trust worthy and experimented brand.
Where quality is priority if brand is in affordability limits.

TulloDistribution strategy

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

Selective distribution in E class stores.

TulloMain Competitors

Kissan
Meezan
Golden Sun
Shehbaz
Bulk pack of Zaiqa
Bulk pack of Sufi

-------------------------

KHI, FSB, QTA.

KHI, LHR, QTA.
KHI, LHR, SKR, MUL.
SUK.
ISL, RWP.
LHR.

Pride

Brand that is being made following same gold quality

standards as of Tullo.
Consistent quality in the market where unethical product
manufacturing practices are a norm.

PridePortfolio
Manufacturers of Tullo offers following quality product at rock
bottom prices
Pride Banaspati.
Pride Cooking Oil.

PrideSegment Drivers

In this segment price determines the buying attitude.

Consumers are fighting for there survival, Hence even a single
penny matters a lot.
Quality is a value addition if price is competitive.

PrideDistribution strategy

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

Selective distribution in B+ stores.

PrideCompetitors

Shaan
Latif
Daata
Dastarkhuan
Haandi
Pure
Shama

-----------------------------

LHR
ISL
FSB, QTA
KHI, LHR
RWB, KHI
SUK,HYD
PSH,MUL

Price Ranges

Premium A
Banaspati Ghee : 115-130 /kg
Cooking Oil : 125-140 /kg
Premium B
Banaspati Ghee : 100-115 /kg
Cooking Oil : 110-125 /kg
Mid-Price A
Banaspati Ghee : 95-100 /kg
Cooking Oil : 100-110 /kg
Mid-Price B
Banaspati Ghee : 85-95 /kg
Cooking Oil : 90-100 /kg

Advertisement
The Company does its Marketing itself. They dont have any
organization involved for marketing concerns. The advertisement
is done by an advertisement organization Makan Ericson.

Distinctions & Certifications

Bureau Veritas Quality (BVQI) certification of:
ISO 9001-2000 for Quality
ISO 14001-2004 for Environment
ISO 22000-2005 for Food Safety
OHSAS 18001-1999 for Occupational Health and Safety
HACCP certification for Hazard Analysis and Critical Control
Points

Any Queries??