Académique Documents
Professionnel Documents
Culture Documents
i
ii
Certificate of internship by
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.
____________________________
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.
iv
Table of Contents
Content Page#
Introduction to Dalda 01
D.F.L’s Products 08
Dalda Banaspati 09
Manpasand 11
Manpasand Banaspati 12
Tullo Banaspati 16
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
Marketing aspects 32
Recommendations 33
H.R. aspect 34
Recommendations 35
Managerial aspect 36
Recommendations 37
Questionnaire 42
Annexure 45
6
Contents
Page#
List of tables
Price of MBP
24
Price of MCO
24
Price of DBP
24
Price of DCO
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
Sales infrastructure
22
List of graphs
Price trend 28
9
List of acronyms
A.S.M. Area Sales Manager
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.
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.
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.
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 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.
• Commitment to quality
15
Leader in Ghee and Oil industry, who have imparted the generic name to
ghee and oil category-DALDA.
After Lever brothers had bought it they changed it to DALDA Foods, by just
adding “L” of Lever in DADA.
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
• 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.
17
Target market of Dalda
Dalda
for
rich
people
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.
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
21
Dalda Food’s products along with detail
Dalda cooking oil
Contents
Dalda cooking oil is the premium quality oil for cooking and frying.
22
Dalda Banaspati
Contents
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.
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.
24
Manpasand
Contents
It is economical in use.
Cholesterol free.
25
Manpasand Banaspati
Contents
Double refined hydrogenation is done for its granular texture.
Contains Palm oil, Cotton seed oil Sun flower oil and Soya bean oil.
26
Dalda Olive Oil
Contents
27
Benefits and attributes
Dalda Olive oil is the premium quality oil for cooking and frying.
Contains anti-inflammatory.
28
Tullo Cooking Oil
Contents
Easily digestible.
Completely odorless.
Non-solidifying properties.
High in polyunsaturated.
29
Tullo Banaspati
Contents
i. Palm oil
Vitamin A & D.
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.
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.
i. Sun Flower
iii. Canola
31
Tullo Sun Flower Cooking Oil
Contents
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
Cholesterol free.
Hygienically refined.
Economical in use.
33
Tullo Pride Cooking Oil
Contents
34
Tullo Pride Banaspati
Contents
Vitamin A & D.
Easily digestible.
Healthy in use.
Economical in use.
35
SALES INFRASTUCTURE
Distribution of Dalda’s Products.
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.
They are:
1. Karachi-1,
2. Karachi-2,
3. Sukkur,
4. Multan,
5. Lahore,
6. Wazirabad
7. Faisalabad
8. Gujaranwala,
9. Rawat
11. Lawrencepur.
37
PRICING COMPONENTS
a) Invoice price
High
Economy Penetration
Price
Dalda
Low
Skimming Premium
38
Price Trends from July 2007 till July 2008.
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:
MBP Price
450 gm 67
0.9 Kg 134
2.25 Kg 345
4.5 Kg 680
9 Kg 1360
MCO Price
DBP Price
500 gm 78
1 Kg 153
2.5 Kg 395
5 Kg 775
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
250 ml 195
3 ltr 1690
4 ltr 2300
PCO PRICE
1 ltr 155
3 ltr 478
5 ltr 785
41
Price details of Planta Canola Cooking Oil
PCCO Price
1 ltr 156
3 ltr 480
10 ltr 1570
16 ltr 2500
TCO Price
1 ltr 154
3 ltr 476
5 ltr 780
TGCO Price
5 ltr 780
42
Price details of Tullo Sun Flower Cooking Oil
TSCO Price
TBP Price
1 Kg 152
2.5 Kg 392
5 Kg 770
10 Kg 1520
PBP Price
500 gm 75
1 Kg 149
PrCO Price
1 ltr 151
5 ltr 765
43
Strengths of Dalda
Strong base, as strong company with long experience and loyal costumers.
1. DALDA
2. MANPASAND
3. TULLO
4. PLANTA
5. OLIVE OIL
Dalda have the more efficient and efficient sales team, in other words, the
sales force is skilled.
44
Weaknesses of Dalda
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).
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.
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:
• 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.
• 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.
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:
• Employees are not completely loyal with the company, even some of
them are searching for another job.
• For our employees IFFCO is a better option from all the aspects,
Package wise, policy wise e.t.c.
• 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.
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.
• 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.
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.
• Our company will face big problems with this type of attitude.
51
Recommendations:
• 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.
52
General aspects:
• 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:
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
• On their visits they see stock position, take orders, and ask for
credit (if given).
• From their, they left for their home at 3:30 pm, if they don’t have
to go to market again.
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.
1. Lawrencepur depot
2. Rawat and
3. Mianwali depot.
• 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.
• 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:
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