Presntation

On

Dalda Foods (Pvt.) Ltd.

 Presenters

Muhammad Imran Khan 07-37

Muhammad Taha Khan 07-06

Farrukh Ali Sahu 07-43

 Brief History
 Dalda’s story begins in early 1930’s

 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 world’s best vegetable oils
 Produced using the world’s best vegetable oils
 Economical in use and cholesterol free
 Enriched with Vitamins A and D
 Market Segmentation

Premium B Market: 900 K Tons Premium A Market:300 K Tons

DFL’s Brand: Manpasand DFL’s Brand: Dalda
Competition: Sufi, Zaiqa & Competition: Habib, Rafhan,
Premium Segment Soya Supreme & imported brands
Kashmir

………..
Mid Price B: Mid Price A: 500 K Tons
400 K Tons DFL’s Brand: Tullo
DFL’s Brand:
Pride
…………………
Mid Price Segment Competition: Kissan,
Meezan, G.Sun , Sunny &
Competition:
Shan, Lateef, Bulk Segment of Zaiqa
Data, and Sufi
Mass Market
Dastarkhuan,
Handi & Shama
 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
 Dalda…Portfolio
Only Dalda’s International Technology and espertise offer a
value added range to suit every consumer’s needs

 Dalda Olive Oil

 Only Health Matters
 Dalda Cooking Oil
 Only blend which preserves natural goodness
 Planta Cooking Oil
 Where Taste is as important as Health
 Dalda Canola Oil
 Only Canola oil that offers strength of vitamins to combat competitive lifestyle
 Dalda VTF Banaspati
 Only Banaspati that offers relief of being transfat free
 Dalda…Segment Drivers
 Where Own and Family’s 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 choice’s
quality.
 Where Route to win hearts is not only taste rather—Trust and
Taste
 Dalda…Distribution Strategy

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

 Controlled and potential based coverage at D and E class

outlets nationwide.
 Dalda…Main 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
 ManPasand…Portfolio

DFL offers to combine Quality and Economy for consumers who

want to be liberated of financial burden without compromising
family’s health.
 Manpasand Banaspati

 Manpasand Cooking Oil

 Where quality has an edge over a few rupee differential
 Manpasand…Segment 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.

 Manpasand…Main 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
 Tullo…Portfolio

Tullos superior quality is now accessible to price

conscious consumers as follows
 Tullo Banaspati

 Tullo Cooking oil

 Tullo…Segment 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.
 Tullo…Distribution strategy
 Extensive distribution in B, C & D outlets nation wide.
 Selective distribution in E class stores.
 Tullo…Main Competitors
 Kissan ----- KHI, FSB, QTA.
 Meezan ----- KHI, LHR, QTA.
 Golden Sun ----- KHI, LHR, SKR, MUL.
 Shehbaz ----- SUK.
 Bulk pack of Zaiqa ----- ISL, RWP.
 Bulk pack of Sufi ----- 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.
 Pride…Portfolio

Manufacturers of Tullo offers following quality product at rock

bottom prices
 Pride Banaspati.

 Pride Cooking Oil.

 Pride…Segment 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.
 Pride…Distribution strategy
 Expensive distribution in B, C, D & E outlets nation wide.
 Selective distribution in B+ stores.
 Pride…Competitors
 Shaan ----- LHR
 Latif ----- ISL
 Daata ----- FSB, QTA
 Dastarkhuan ----- KHI, LHR
 Haandi ----- RWB, KHI
 Pure ----- SUK,HYD
 Shama ----- 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 don’t 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??