Vous êtes sur la page 1sur 57

Internship report on

DALDA Foods Pvt. Ltd.


Sales Department

IBRAHIM OBAID ULLAH BAIG

INSTITUTE OF MANAGEMENT SCIENCES,


HAYATABAD, PESHAWAR.
AUGUST 2008

i
ii
Certificate of internship by

DALDA Foods Pvt. Limited.

It is certified that Mr. Ibrahim Obaid Ullah Baig of


Institute of Management Sciences, Hayatabad Peshawar has
completed his internship in Dalda Foods Pvt. Limited as sales internee. The
duration of internship was 07 weeks, starting from 30th June till 15th July,
2008.

During his internship he was found very ambitious and active in terms
of creativity and innovations in order to bring in change. His performance at
work place was highly appreciated by senior management as well as his
colleagues.

We wish him all success in future.

____________________________

National Sales Manager

Malik Safdar Ashraf

Dated:___________________

iii
I would like to offer my sincere thanks to my project
advisors, Mr. Ghulam Shabbir (ROM Islamabad
region) and Mr. Muhammad Naseer Khan
(ASM Peshawar area) for their guidance and valuable suggestions,
continuous support, encouragement and cooperation during the
task.

I pay my deepest gratitude and deepest sense of respect to


everyone who help me during this task and enable me to attain
the targets and goals of my academic life.

All the above contributions are gratefully acknowledged.

iv
Table of Contents

Content Page#
Introduction to Dalda 01

Target market of D.F.L. 04

D.F.L’s Products 08

Dalda cooking oil 08

Dalda Banaspati 09

Dalda Planta Cooking Oil 10

Manpasand 11

Manpasand Cooking Oil 11

Manpasand Banaspati 12

Dalda Olive Oil 13

Benefits and attributes 14

Tullo Cooking Oil 15

Tullo Banaspati 16

Tullo Gold Cooking Oil 17

Tullo Sun Flower Cooking Oil 18

Tullo Pakwan Cooking Oil 19

Tullo Pride Cooking Oil 20

Tullo Pride Banaspati 21

Sales infrastructure 22

Prices of D.F.L. 24

Pricing components 28

5
S.W.O.T. Analysis 29

Strengths of Dalda 29

Weakness of Dalda 30

Opportunities of Dalda 30

Threats of Dalda 31

Findings and recommendations 32

Marketing aspects 32

Recommendations 33

H.R. aspect 34

Recommendations 35

Managerial aspect 36

Recommendations 37

General aspect recommendations 38

D.S.R. daily routine 39

Working in Regional office 40

Questionnaire 42

Annexure 45

6
Contents
Page#

List of tables

Target market of Dalda Foods in detail


05

Portfolio of Dalda Foods Pvt. Ltd


06

Width and Depth of D.F.L.


07

Price of MBP
24

Price of MCO
24

Price of DBP
24

Price of DCO
25

Price of Olive Oil 25

Price of PCO
25

Price of PCCO
26

Price of TCO
26

Price of TGCO
26

Price of TSCO
27

Price of TBP 27

7
Price of PrBP
27

Price of PrCO
27

8
Contents Page
#

List of Charts

Organizational structure
03

Target market of Dalda Foods.


04

Sales infrastructure
22

List of graphs

Price trend 28

9
List of acronyms
A.S.M. Area Sales Manager

D.B.P. Dalda Banaspati

D.B.R. Demand Based Replenishment

D.C.O. Dalda Cooking Oil

D.F.L. Dalda Foods Limited

D.H.A. Defense Housing Society

N.S.M. National Sales Manager

P.J.P. Proposed Journey Plan

R.S.M. Regional Sales Manager

S.K.U. Stock Keeping Units

R.O.M. Regional Operational Manager

T.S.O. Territory Sales Officer

T.T.S.O. Trainee Territory Sales Officer

10
Executive Summary
When you hear the name Dalda the image of quality conjures up in your
mind. It provides you quality, which you can trust with utmost faith and a
taste, which you have come to relish. Dalda has earned the trust of its
consumers over a period of almost 60 years. In fact Dalda is the pioneer of
vegetable oil and Banaspati ghee in the country.

Dalda is a brand of hydrogenated vegetable oil popular in South Asia. The


substance was originally imported from the Netherlands in the 1930s by the
trading company Dada Limited. After Lever Brothers bought it they want to
include “L” of Lever in it and thus Dalda born.

In July 2004, Unilever Pakistan accepted the offer of 1.33 billion of the sale of
its “Dalda” brand to Dalda Foods ltd. within a few years of its inception,
Dalda foods has become one of the largest food FMCG organization in
Pakistan leading the local category of oil and fats. In Pakistan, Dalda has now
divested into Canola and Olive oil products variant as well.

Food lovers, women cooking in their kitchens, or health conscious, who does
not recognize Dalda? When you hear the name Dalda the image of quality
conjures up in your mind.

Dalda’s journey into the lives of its consumer started 60years ago when
Dalda develop new cooking medium “Dalda Banaspati”. Dalda Banaspati was
a healthier alternate to desi ghee without compromising on Aroma or taste.
Consumers welcomed this innovation into their lifestyle and became so
familiar with the product that Dalda’s name became synonyms with
banaspati.

With changing consumer preference, Dalda used its international technology


and expertise to innovate Dalda cooking oil and Planta cooking oil. Today
Dalda cooking oil and Planta cooking oil has became an essential part of
every home and are an exceptional example of health and taste in the entire
cooking oil category.

It all started almost 60 years ago when Dalda’s food scientist pioneered a
way of preserving the goodness of vegetable oils in a manner which
preserved the taste and tradition of ghee but was a healthier substitute thus
Dalda banaspati was born. This quality and taste was made available to
millions of consumers in the country. Ever since Dalda has kept up the high

11
quality and consumers have responded by always rating it as number one in
quality and taste.

DFL’s commitment to quality, environmental and cooperate social


responsibilities assigned from the facts that it is only edible oil and fats
brand which has:

• Bureau Veritas Quality (BVQI) certification of:

o ISO 9002 for quality

o ISO 14001 for environment

o OHSAS 18001 for occupational health and safety

• HACCP certification for Hazard Analysis and Critical Control Points.

• An in-house effluent treatment plant to recycle water for sustainable


use of natural resourses.

The only national brand:

• Which is being exported to European countries because of it meets


international quality standards.

• That has a Virtually Trans-fat Free (VTF) banaspati since 1999.

• With enhanced vitamins as per the UNESCO’s recommendation; which


necessitates addition of more Vitamins, than any other brand in
Pakistan.

It is a reflection of Dalda foods commitment to cooperate social


responsibilities, good cooperate governance and also a matter of pride and
distinction that it is the only edible oil and fat manufacturing company in
Pakistan which has installed an effluent treatment plant at its manufacturing
site. The treated effluent water meets or is better than the National
Environmental Quality Standards (NEQS) and is used in the lawns of factory
for irrigation purpose.

12
Dalda food is the first and the only edible oil factory in Pakistan to have its
own effluent treatment plant. When you visit the Dalda food factory, you will
not fail to notice the beautiful lawns, all irrigated by the treated effluent
water. This is Dalda’s humble contribution towards conserving and sustaining
this precious and natural resource.

Fats and oils are an important part of a healthy diet. Your body needs fat to
function properly. That is why nature has made 15-20 percent of the
bodyweight of an adult from fats. However, not only the quantity but type of
fat eaten is also very important. Here the clear choice s Dalda.

Dalda VTF banaspati, cooking oil and Planta cooking oil are made from a
selection of finest vegetable oils- canola, sunflower, soya bean, cottonseed
and palm oil. They are hygienically produced in one of the most modern
computerized processing plants where the natural goodness of oils is
preserved for the users.

Dalda VTF banaspati is healthiest banaspati of Pakistan because it is Virtually


Trans-fat Free. Dalda cooking oil is only cooking oil in Pakistan which
preserves the natural goodness of oil. Planta cooking oil has the distinction of
being the only high quality cooking oil with the benefits of oil and the taste of
banaspati.

Dalda foods has been able to deliver the best possible cooking mediums to
millions o its consumers using the international technology and expertise.
The trust of its consumers has enabled it to become the leading brand in its
category. Every day millions of consumers use one or more of its brands.
Dalda not only aims to provide the best cooking medium to its consumers,
but also to act in a responsible manner and make a meaningful contribution
to society. Dalda foods strongly believes, that long term success of any
business is intimately connected with the well-being of society and the
environment in which it operates.

13
Introduction to DALDA Foods Pvt. Ltd.

Mission statement:

14
“To build a mutually profitable relationship with customers, ensuring quality
products with continual improvement and innovation”.

Vision:
Vision of Dalda Foods Pvt. Ltd. is” Five By Five (5x5)” that after every five
years we have to increase our selves by five times by the previous position
in all the aspects.

Goals and objectives:


The goals and objectives of DFL are:

• Commitment to quality

• To understand customers needs

• Strive to be ahead in edible oil sector

• Offer healthy products

• Continuous research and continuous innovation

• Capture market share

• To have the strongest distribution network across Pakistan.

15
Leader in Ghee and Oil industry, who have imparted the generic name to
ghee and oil category-DALDA.

Dalda is 50 years old company.

Known as DADA Ghee before Lever brothers bought it.

In 1954 Lever brothers bought it.

After Lever brothers had bought it they changed it to DALDA Foods, by just
adding “L” of Lever in DADA.

Oldest plant is at Rahim Yar Khan, Punjab.

Dalda is the company who introduces different new products, S.K.U.s, and
new brands first time in Pakistani market and even in International market.
Some of them are:

• Danay-Dar Ghee

• V.T.F. in 1992

• 5 kg and 3 liter bottle (S.K.U.)

• Olive Oil

In 2002 Lever Brother sold it out and now Dalda Foods Pvt. Ltd. is property of
Pakistani owner.

16
Organizational
Structure
C.E.O.

Director Director
Director H.R. Director Sales Director I.T.
Marketing Finance

N.S.M.

6 R.S.M.

1 A.M.S.A.
for

2 R.O.M.
for each

3 A.S.M.
for each

4 T.S.O.
for each

Some times
T.T.S.O.

Source: Ghullam Shabbir, ROM Islamabad

17
Target market of Dalda

Dalda
for

rich
people

Middle class which switch


over in upper and lower class
brands, by watching money
on their pockets.

Cheaper and local brands for poor people

Source: Naseer Khan, A.S.M.


Peshawar.

This diagram explains that Dalda is for upper class and the number of its
buyer is very small.

The lower most part is local and cheaper brands. This part is for poor people
and they bought local and cheaper brands and they are not the users of
Dalda. The number of middle class who buys Dalda is more than upper class
and less than lower class.

The middle portion is for middle class people, when they have enough
money to spent, they buy Dalda, otherwise prefer they go for cheaper and
local brands. The number in this class is very high than all other classes.

18
Target market of Dalda Foods in detail.

Products Identified target market

Upper-upper, Upper-middle, Middle-


Dalda cooking oil middle

Upper-upper, Upper-middle, Middle-


Dalda banaspati middle

Upper-upper, Upper-middle, Middle-


Planta cookinng oil middle

Upper-upper, Upper-middle, Middle-


Dalda Canola cooking oil middle

Olive oil Upper-upper, Upper-middle

Manpasand cooking oil Middle-middle

Manpasand banaspati Middle-middle

Tullo cooking oil Upper-middle, Middle

Tullo banaspati Upper-middle, Middle

Tullo Sun Flower


cooking oil Middle-middle, middle-lower

Tullo Gold cooking oil Middle-middle, middle-lower

Tullo Pakwan cooking oil Middle-middle, middle-lower

Pride cooking oil Middle-middle, middle-lower

Pride banaspati Middle-middle, middle-lower

19
Portfolio of Dalda Foods Pvt. Ltd.

CANOL
DBP DCO PCO A OLIVE OIL MBP MCO
PCO MBP MCO
DBP 2.5 DCO 2.5 2.5 4.5 Ltr Pomace 4 Ltr 0.9*5 0.9
PCO 3.0 Ltr MCO
DBP 5.0 DCO 1*5 5.0 bottle Pomace 3 Ltr MBP 2.25 2.25
DCO 1/2 PCO 4.5 Ltr MCO
DBP 1*5 Ltr 1*5 bottle Pomace 1 Ltr MBP 4.5 4.5
DBP 500 PCO MBP 9.0
gm DCO 5 3.0 1*5 Pomace 500 ml Jar
PCO MBP
DCO 3 4.5 16 Ltr Pure 1 Ltr 0.9*16
DCO 10 MBP
Ltr 10 Ltr Pure 500 ml 4.5*10
Extra Virgin 4 MBP 16
DCO 4.5 Ltr TIN
Extra Virgin 3
DCO 2 Ltr
Extra Virgin 1
DCO 4 Ltr
Extra Virgin
500 ml
Extra Virgin
250 ml

20
Width and Depth of D.F.L.

Width

Banaspati Oil Olive Oil

Dalda Banaspati Dalda Cooking Oil Pomace


Extra
D Manpasand Banaspati Manapasand Cooking Oil Virgin

e Tullo Banaspati Tullo Cooking Oil Pure


p Pride Bnaspati Tullo Sunflower Cooking Oil
t Tullo Gold Cooking Oil
h
Tullo Pakwan Cooking Oil

Canola Cooking Oil

Pride Cooking Oil

Planta Cooking Oil

21
Dalda Food’s products along with detail
Dalda cooking oil

Contents

 Dalda is the blend of soya bean, canola and sunflower oil.

 Contains essential fatty acids, omega 3 and 6 and natural antioxidants


that increase the immune system of the body.

 Contain vitamin A & D-3.

S.K.U.s of Dalda Cooking Oil

1. Dalda Cooking Oil 10 liters (Can)

2. Dalda Cooking Oil 5 liters (Tin)

3. Dalda Cooking Oil 4.5 liters (Bottles)

4. Dalda Cooking Oil 3 liters (Bottles)

5. Dalda Cooking Oil 2.5 liters (Tin)

6. Dalda Cooking Oil 1 liter (Pouch)

7. Dalda Cooking Oil 500 ml (Mini pouch)

Benefits and attributes

 Dalda cooking oil is the premium quality oil for cooking and frying.

 100% cholesterol free.

 Dalda cooking oil is easy to digest.

 It’s hygienically refined on modern automatic plant that preserves


natural goodness of oil and makes food exceptionally delicious.

 It is healthy as it contains vitamin A & D along with vitamin E.

22
Dalda Banaspati

Contents

 Made from 100% pure vegetable oil.

 Contains vitamin A & D-3.

 Also contains VTF (Virtually Trans fat Free).

S.K.U.s of Dalda Banaspati

1. Dalda Banaspati 5 Kg (Tin)

2. Dalda Banaspati 2.5 Kg (Tin)

3. Dalda Banaspati 1 Kg (Pouch)

4. Dalda Banaspati 500 gm (Pouch)

Benefits and attributes

 Dalda banaspati is the healthiest banaspati available in country


because of country because VTF treated.

 Hygienically produced on modern plant, Dalda banaspati contains


healthier formula.

 In addition Trans fat acids, harmful to health, is below 1%.

 Dalda banaspati also contains Vitamin A & D-3 and its rich ghee flavor
ensures delicious and wholesome meal.

23
Dalda Planta Cooking Oil

Contents

 Planta Cooking Oil is 100% pure and extra refined vegetable oil.

 A blend of Soya Bean, Canola and Sunflower oil.

 Contains vitamin A & D-3.

S.K.U.s of Planta Cooking Oil

1. Dalda Planta Cooking Oil 5 liters (Tin)

2. Dalda Planta Cooking Oil 4.5 liters (Bottle)

3. Dalda Planta Cooking Oil 3 liters (Bottle)

4. Dalda Planta Cooking Oil 2.5 liters (Tin)

5. Dalda Planta Cooking Oil 1 liter (Pouch)

Benefits and attributes

 The natural antioxidant in the oil boosts the immune system of human
body.

 It is the only cooking oil, which gives the taste of Ghee and the
goodness of Oil.

 It ensures the health as it is 100% cholesterol free.

 It is hygienically refined on modern automatic plant to preserve natural


goodness and refreshment of oil, to make the food delicious and moist.

24
Manpasand

Nation-wide consumer researches and million of consumers contact suggest


that Manpasand is a superior formulation:

• 91% target consumers preferred Manpasand over their existing


brands.

• 94% consumers liked its overall quality and innovative packing.

• 73% consumers mentioned that it is economical in use as its quantity


of consumption is less than any other banaspati or oil.

Manpasand Cooking Oil

Contents

 Manpasand cooking oil is a premium blend of Canola, Soya bean and


Cotton seed oil.

 It is enriched with vitamin A & D.

S.K.U.s of Manpasand Cooking Oil

1. Manpasand Cooking Oil 4.5 liters (Tin)

2. Manpasand Cooking Oil 2.25 liters (Tin)

3. Manpasand Cooking Oil 0.9 liters (Pouch)

Benefits and attributes

 Manpasand Cooking Oil is produced under international standards of


health and hygiene.

 It is enriched with Vitamin A & D.

 Manpasand Cooking Oil is best suited for all type of cooking.

 It is economical in use.

 Cholesterol free.

25
Manpasand Banaspati

 Contents
Double refined hydrogenation is done for its granular texture.

 Enriched with Vitamin A & D.

 Contains Palm oil, Cotton seed oil Sun flower oil and Soya bean oil.

S.K.U.s of Manpasand Banaspati

1. Manpasand Banaspati 9 Kg (Jar)

2. Manpasand Banaspati 4.5 Kg (Tin)

3. Manpasand Banaspati 2.25 Kg (Tin)

4. Manpasand Banaspati 0.9 Kg (Pouch)

5. Manpasand Banaspati 450 gm (Mini Pouch)

Benefits and attributes

 Manpasand Cooking Oil is produced under international standards of


health and hygiene.

 Has a distinguished fragrance and taste, which enhances the flavor of


the food to an unprecedented level.

 Manpasand banaspati is economical in use and enriched with Vitamin A


& D.

26
Dalda Olive Oil

Contents

 It is made up of nutritional Olives.

 Fortified with additional Vitamin A & E.

Variants of Dalda Olive Oil

 Extra Virgin Olive Oil

 Pure Olive Oil

 Pomace Olive Oil

S.K.U.s of Dalda Olive Oil

1. Pomace Olive Oil 250 ml (Bottle)

2. Pomace Olive Oil 1 liter (Bottle)

3. Pomace Olive Oil 3 liters (Tin)

4. Pomace Olive Oil 4 liters (Tin)

27
Benefits and attributes

 Using international expertise Dalda ensures that it Olive oil is extracted


from the purest and freshest hand picked olive from the fertile lands of
Spain, which are refine to perfection using the most advanced
international technology under stringent quality standards.

 It is hygienically refine on modern automatic plant that preserves


natural goodness of oil and make food exceptionally delicious.

 Dalda Olive oil is the premium quality oil for cooking and frying.

 Enriched with the exceptional SHIFA and health benefits of Olive. It is


healthy as it contains Vitamin A & D3 together with Vitamin E. which
protects from Skin and Heart diseases.

 100% cholesterol free and controls cholesterol level.

 Save from Cancer.

 Controls Blood sugar.

 Helps maintain healthy weights.

 Contains anti-inflammatory.

 Dalda Olive oil is easy to digest.

28
Tullo Cooking Oil

Contents

 Made from 100% pure vegetable oils

 Contains Vitamin A & D.

S.K.U.s of Tullo Cooking Oil

1. Tullo Cooking Oil 1 liter (Pouch)

2. Tullo Cooking Oil 2.5 liters (Tin)

3. Tullo Cooking Oil 3 liters (Bottle)

4. Tullo Cooking Oil 5 liters (Tin)

Benefits and attributes

 Easily digestible.

 Completely odorless.

 Non-solidifying properties.

 High in polyunsaturated.

 Retains the natural flavor of food.

 Suitable for all types of cooking.

 Double refined, bet for health.

29
Tullo Banaspati

Contents

 Double refined hydrogenated

i. Palm oil

ii. Cotton seed oil

iii. Sun flower oil and

iv. Soya bean oil.

 Vitamin A & D.

S.K.U.s of Tullo Banaspati

1. Tullo Banaspati 1 Kg (Pouch)

2. Tullo Banaspati 2.5 Kg (Tin)

3. Tullo Banaspati 5 Kg (Tin)

4. Tullo Banaspati 10 Kg (Tin)

Benefits and attributes

 Good taste

 Easily digestible

 Non-solidifying

30
Tullo Gold Cooking Oil

Contents

 100% pure Soya bean oil, Canola and Sun Flower oil.

 Vitamin A-33.

 Vitamin D-2.6.

S.K.U.s of Tullo Gold Cooking Oil

1. Tullo Gold Cooking Oil 5 liters (Tin)

Benefits and attributes

 Three premium quality 100% pure oils i.e. Soya Bean, Canola and Sun
Flower, have been blended in perfect ratio to give you the healthiest
blend.

 Three powers of Tullo Gold

i. Sun Flower

ii. Soya Bean

iii. Canola

 Tullo Gold for healthiest life style.

31
Tullo Sun Flower Cooking Oil

Contents

 100% pure Sun Flower from the best production.

 Contains Vitamin A & D.

S.K.U.s of Tullo Sun Flower Cooking Oil

1. Tullo Sun Flower Cooking Oil 4.5 liters (Tin)

Benefits and attributes

 100% winterized and deodorized Flower oil.

 100% cholesterol free.

 Enriched with Vitamin A & D which provides your family the health and
care they deserve.

 High nutritional contents for your family and for Heart patients.

 High in polyunsaturated.

32
Tullo Pakwan Cooking Oil

Contents

 100% vegetable oils.

 Contains Vitamin A & D.

S.K.U.s of Tullo Pakwan

1. Tullo Pakwan Cooking Oil 4.5 liters (Tin)

Benefits and attributes

 Cholesterol free.

 Hygienically refined.

 Economical in use.

 Prepared in best facilities.

 Best suited for all types of cooking.

33
Tullo Pride Cooking Oil

Contents

 100% Canola oil

 Vitamin A & D along with E.

S.K.U.s of Tullo Pride Cooking Oil

1. Tullo Pride Cooking Oil 1 liter (Pouch)

2. Tullo Pride Cooking Oil 2.5 liters (Tin)

3. Tullo Pride Cooking Oil 5 liters (Tin)

Benefits and attributes

 100% Cholesterol free.

 Prepared in best facilities.

 It is healthy as it contains Vitamin A & D together with E.

34
Tullo Pride Banaspati

Contents

 100% Canola oil

 Vitamin A & D.

S.K.U.s of Tullo Pride Banaspati

1. Tullo Pride Banaspati ½ Kg (Pouch)

2. Tullo Pride Banaspati 1 Kg (Pouch)

Benefits and attributes

 Easily digestible.

 Healthy in use.

 Economical in use.

 Can be use for any type of cooking.

35
SALES INFRASTUCTURE
Distribution of Dalda’s Products.

Factory Store Depots

Retailers Wholesaler Distribution

End Costumers/
Consumers

4 companies owned and operated Regional sales office, i.e. Karachi, Lahore,
Multan and Islamabad.

36
19 Area Sales Offices in major cities of Pakistan. Some of them are Karachi,
Hyderabad, Sukkur, Rawalpindi, and Peshawar. e.t.c.

To cover maximum areas of country Dalda have 11 depots in Pakistan.

They are:

1. Karachi-1,

2. Karachi-2,

3. Sukkur,

4. Multan,

5. Lahore,

6. Wazirabad

7. Faisalabad

8. Gujaranwala,

9. Rawat

10. Mianawali and

11. Lawrencepur.

37
PRICING COMPONENTS

Pricing is composed of:

a) Invoice price

b) Trade price (3% higher than invoice)

c) Consumer or Retail price (4.5% to 5% higher than trade price)

PRICING STRATEGY MATRIX.


Quality
Low High

High

Economy Penetration

Price
Dalda

Low
Skimming Premium

38
Price Trends from July 2007 till July 2008.

Source: Naseer Khan, A.S.M.


Peshawar

39
Prices of D.F.L’s products
A Price detail of D.F.L.’s products, which is offered to end consumer is given
below:

Price details of Manpasand Banaspati

MBP Price

450 gm 67

0.9 Kg 134

2.25 Kg 345

4.5 Kg 680

9 Kg 1360

Price details of Manpasand Cooking Oil

MCO Price

0.9 ltr 136

2.25 ltr 350

4.5 ltr 687

Price details of Dalda Banaspati

DBP Price

500 gm 78

1 Kg 153

2.5 Kg 395

5 Kg 775

Price details of Dalda Cooking Oil

40
DCO Price
500 ml 79
1 ltr 155
2.5 ltr 398
3 ltr 478
4.5 ltr 712
5 ltr 785
10 ltr 1570

Details of Dalda Olive Oil

Olive Oil Extra


Virgin Price

250 ml 195

3 ltr 1690

4 ltr 2300

Details of Planta Cooking Oil

PCO PRICE

1 ltr 155

2.5 ltr 398

3 ltr 478

4.5 ltr 712

5 ltr 785

41
Price details of Planta Canola Cooking Oil

PCCO Price

1 ltr 156

3 ltr 480

4.5 ltr 715

10 ltr 1570

16 ltr 2500

Details of Tullo Cooking Oil

TCO Price

1 ltr 154

2.5 ltr 395

3 ltr 476

5 ltr 780

Details of Tullo Gold Cooking Oil

TGCO Price

5 ltr 780

42
Price details of Tullo Sun Flower Cooking Oil

TSCO Price

4.5 ltr 720

Price details of Tullo Banaspati

TBP Price

1 Kg 152

2.5 Kg 392

5 Kg 770

10 Kg 1520

Price details of Pride Banaspati

PBP Price
500 gm 75
1 Kg 149

Price details of Pride Cooking Oil

PrCO Price

1 ltr 151

2.5 ltr 385

5 ltr 765

S.W.O.T. Analysis of Dalda Foods Pvt.


Ltd.

43
Strengths of Dalda
Strong base, as strong company with long experience and loyal costumers.

Having 5 different products, they are:

1. DALDA

2. MANPASAND

3. TULLO

4. PLANTA

5. OLIVE OIL

And about 54 different dimensions known as S.K.U. (Stock Keeping Unit),


some of them are:

Serial Banaspati/Oi No. of S.K.U.


# Brand l s
1 Dalda Both 20
2 Manpasand Both 10
3 Palanta Only Oil 5
Only
4 Tullo Banaspati 8
5 Olive Oil 11
Total No. of
S.K.U. 54

Strong integrations, means backward, forward horizontal and vertical


integrations.

Dalda comes in category “A”; category “A” is the best quality.

Dalda have the more efficient and efficient sales team, in other words, the
sales force is skilled.

44
Weaknesses of Dalda

Dented and leaked stock at depots and at distributions ends.

Don’t have pouches of ¼ kg or ltr.

Certain points in company's policy and work load are two important factors
among others that are the cause of employee turn over.

Opportunities of Dalda

As Pakistani people like spicy and oily food, Dalda have a lot of opportunities
in the market to expand their business in local market.

Having number of brands of edible oil in market, still Pakistani market is not
saturated from the current oil supply.

So for Dalda it’s the most important and big opportunity to increase the size
of their business by increasing the production as well as plant size so that it
can rule the market as a leader for a longer period of time.

45
Threats of Dalda
Major threat is Golden Sun, by a multi-national company IFFCO, and Habib
Oil/ Banaspati, by HABIB Oil Mills (HOM).

Strong competition from local brands, different brands in different


geographic areas; such as Gulab Banaspati, in Peshawar.

In different parts of country they have threats from different companies, as


in N.W.F.P. The major threat is Shama as its quality is not bad and its price is
low too as compare to all our brands.

Same is the case with Dalda and the company’s other brands; low price
brands e.g. Pakwan and Fauji, pose major threats.

During delivery from factory to depots and than from depots to distributor,
and finally from distributor to retailers, if carton or bottle leaks, affect
company’s revenue as well as this can affect customer-satisfaction.

Another major problem is the rising prices of Palm Oil in international


market, which his affecting the sales adversely; sales are going down day by
day.

Company has set high prices and this is also a threat for the company. In the
age of high inflation rate people either can’t buy expensive products because
of high prices, or they have other less-expensive options available.

46
Findings and recommendations
Marketing aspect:

On my market surveys with different D.S.R. of Nuaa Marketing Networks,


Peshawar territory, I found the following different problems related to our
marketing are:

• The only major brand on Warsak road with small competition is Dalda.

• On stores of Shami road and D.H.A. Dalda sells it selves but there
Dalda have very strong competitors.

• There is only one retailer who buys Dalda in Hassan Ghari. It is the
single shop in the area, which is selling Dalda to the customers. In past
there were more shops but with passage of time they left buying it
because of high price.

• The most important thing I saw, during my market tours, is our newly
came but strong competitor’s, IFFCO, is available on every shop of
every area of Peshawar, i.e., their distribution is strong. Even in the
shops where only local brands are available. This is because they
provide their product on credit and collect money after selling of stock
previously provided IFFCO is the major threat for our company and we
need to counter their strategies otherwise they will take the market
leadership of Oil and Ghee from us in the next decade or may be
earlier.

47
Recommendations:

• We have to strengthen the sales of Dalda in the areas where its sale is
high with low competition and have to make loyal customers.

• Our main focus should be the areas where, in past, Dalda’s sales were
high but with the passage of time it declined, so that the sales reach
the peak again.

• Areas where it has strong competition, we can sell it through some


special discounts or special scheme.

• For countering IFFCO we can buy some special places in stores so that
we can place our banners and poster there, to attract end consumers.

• Another thing is we have to place our product in all small shops, even
on credit, so that people of the areas see it and after seeing it they will
definitely try it and through this we can sell our product their and can
increase our market share.

• Sales promotion techniques should be used.

For instance, in low sales area, we can ask the retailers to reduce
their margin for some period of time in return for their shop decoration by
Dalda fliers’ / e.t.c. Moreover Dalda can ask them to keep its product and
not those of its competitors in return.

48
Human Resource aspect:

• H.R. is a bit negative side.

• Employees are not completely loyal with the company, even some of
them are searching for another job.

• The new multinational is giving better offers to Dalda’s sales team, as


they know Dalda have the best team they will ever get in Pakistan.

• For our employees IFFCO is a better option from all the aspects,
Package wise, policy wise e.t.c.

• Distributor is also not completely loyal with the company may be


because he has another distribution of a multinational Soft-drink and
sometimes company’s rigid policies irritates distributor.

• For hiring a person references works a lot, regional managers see more
to the reference of a person and less to the effectiveness and
efficiency of applicant.

• They need to be motivated.

49
Recommendations:

• Have to change the mind of employees so that they can become loyal
to the company and leave searching another better job. For this we
need to increase their salaries and incentives.

• For our employees we need to make a package that can counter


IFFCO’s strategy of hiring our employees. For that we have to increase
the package and have to change our policies so that our policies
became employee friendly.

• Have to change the min of our distributors, have to make them loyal
by solving their problems.

• For hiring a people we should see their efficiencies not the reference
they re having.

• We need to hire people who are interested in job, not the one’s who
need job but the one who wants to learn something and do something
for company.

• The company management should try to arrange workshops, once


every year at least, for managers as well as for sales persons, where
they are given training in a fun-way, arrange challenging games and
activities and distribute prizes among the winners. This will surely
motivate the employees and will in turn help the company, in disguise,
in retaining the employees.

And the way you treat them is what they become.

(Johan W. Von Goethe)

50
• Managerial aspect:

• The big problem with our company is we are not giving stock on credit,
as our competitors are giving huge stocks on credit.

• Another problem with distributor is company sends stock to distributor


without asking them and according to D.B.R. even if the sales are low.

• Our company will face big problems with this type of attitude.

• As D.F.L. is bought by a Pakistani investor, he just wants money either


the case his policies are long-run or short-run. On the other side our
competitors are following long-run strategies.

• Our competitor gives lots of incentives to their distributors as well as


credit but Dalda is a bit back to all of them, they with their details are
given below:

Name Portion of Credit given


of expenses Credit given to to retailers
competi given by Distributor by by Distributor
tor company company distributors s margin
70% of all unlimited for
IFFCO expenses 1 million one week 4%

Habib 100% expenses 2 million 2 million 4%


70% of all
Season expenses 7 million 2 million 4%
No
50% of all Credit/Distribut
Dalda expenses No credit ors own risk 2.9%
Source: Naseer Khan, A.S.M.
Peshawar.

51
Recommendations:

• Company should give some credit to distributor and support them to


give credit to retailers, without credit our sales are going down;
company should give credit to some extent to support our sales.

• Company should first ask the distributor or wait for distributor’s order
to deliver stock and do not deliver the stock without asking distributor.
Because of this our distributor gets irritated a lot and become less-
motivated.

• We should make long term strategies that can support our leadership
in market for long time.

• Company should increase the expense share.

• Company should increase the distributor’s margin from 2.9% to 3.5%.

52
General aspects:

• Stock arrives without asking distributor. It comes according to


D.B.R.

• Distribution is very much concern about his money, recovery


from market.

• Some of the shopkeepers didn’t receive the order they gave last
time when D.S.R. visited them, Manpasand’s D.S.R.

Recommendations:

Stock should send after the permission of distributor.

As distributor is concern about his and company’s money; so company


should help him in taking his money out from the market. Company
can give some stock on credit it will help distributor and motivate him.

Most important thing is we have to make sure that all the orders
received from retailers and wholesalers most be fulfilled. For that we
have to check our sales man.

53
D.S.R.’s daily routine

• Early in the morning at about 8:30 am all D.S.R.s come to office


and take their required information and leave office in 15
minutes for market.

• From office they start visiting the shops according to P.J.P.

• On their visits they see stock position, take orders, and ask for
credit (if given).

• Daily they visit about 60 – 70 shops and do the above mention


tasks.

• After their working they came to office at about 1:30pm – 2:00


pm, then in office they submit their orders and discuss different
things happened during their working.

• From their, they left for their home at 3:30 pm, if they don’t have
to go to market again.

• They do the same activities every day.

54
Working at Region Office at Islamabad.

• Every day in the morning they get the prices of their products from
head office and than they tell the price to all the distributors under
their area.

• In the morning, taking stock reports from depots under the office.

• They get the order from distributor all over the region on phone/order
sheet attach with demand draft/crossed check, on the name of D.F.L.

• Under Islamabad regional office, they have 3 depots, they are:

1. Lawrencepur depot

2. Rawat and

3. Mianwali depot.

• At region we have to make “Pay in Slip” and than send it to banks


along with D.D./Claques.

• Depots are to fulfill the distributors order or need.

• At region they have to submit daily order report at the end of the day.

• They also have to submit daily sale report on Territory-wise sale, Area-
wise, Brand-wise and S.K.U-wise.

• At the end of day again taking stock report from all depots.

• At the end of each week we have to make a comparison of sales, as


compare with last year’s same week sales. In this comparison we have
to show the brand-wise increase or decrease occurred in last week
from previous year’s week.

• Working in region we need an official email in which we will receive


and send email, there we don’t have to work manually only computer.

• Any one work in region should know M.S. Excel. This is because most of
the work we do is on M.S. Excel.

55
• At region we have to handle the issues of distributors, some of them
are:

o Making/selecting/finding new distributor

o Asking for money (if have any credit)

o Recovery of leak and dented stocks.

• At region we have to handle the issues of depots, some of them are:

o Recovery of leak and dented stocks

o Sending stock to depots from factory

o If having any shortage of any S.K.U.

56
Annexure

Name of Name of
Organization Designation person Section
Dalda D.S.R. M. Fida Nuaa Mkt
Dalda D.S.R. Munir Nuaa Mkt
Dalda D.S.R. Fayyaz Nuaa Mkt
Mashal
Dalda D.S.R. Arif Enterprise
Dalda K.P.O. Sajjad Nuaa Mkt
Mashal
Dalda K.P.O. Sheharyar Enterprise
Dalda Merchandiser M. Rafi Nuaa Mkt

57

Vous aimerez peut-être aussi