Dalda History and

Overview
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. When Hindustan Lever Limited wanted to
brand it, the trader, who still retained a commercial connection with the
product, said it had to be named after his company.HLL wanted to include the
letter 'L' in it for Lever(of the Unilever group), and thus was born one of the
longest-living brands in India. Dalda, which came to be synonymous with the
Banaspati (hydrogenated vegetable fat) genre, was recently extended to a
range of edible oils. Hindustan Lever has since sold the brand. In July 2004,
Unilever Pakistan accepted the offer of Rs. 1.33 million for the sale of its
“Dalda" brand to Westbury Group in collaboration with Unilever Employee
Welfare
Group, who formed a separated company under Dalda Foods (Private) Ltd.
Dalda has
now divested into Canola and Olive Oil product variants. Today, Dalda Foods
(Pvt.) Limited deals in Banaspati and cooking oils, Ghee (Banaspati) and
claim to use Virtually Trans Fat (VTF) free technology. With total annual sales
volume exceeding USD 10 Million, Dalda is one of the leading brands
available in Pakistan for over 60 years.
Developments in the Product
Line
• Dalda Banaspati first launched in British India (1938)
• Dalda Banaspati launched in Pakistan (1952)
• Dalda Cooking Oil launched (1981)
• Lever Brothers Pakistan Limited entered single oils market with Dalda
Sunflower Oil(1991)

• Dalda Cooking Oil Vitamin E (1994)

• Planta (1994)

• Dalda Banaspati re-launched with enriched flavor (1997)

• Dalda cooking oil re-launched with addition of vitamin E (1997)

• Test market launch of Dalda Lajawab (1998)

 • Dalda Crisp n Dry launched (1999)

CONTENTS

Marketing Research

Product
1. Brand name………………………………………………………………………………………………
2. Quality………………………………………………………………………………………………………
3. Scope Of Product…………………………………………………………………………………….
4. Packaging……………………………………………………………………………………………….

Price

1. List
Price………………………………………………………………………………………………………………………
…..
2. Discount…………………………………………………………………………………………………………………
………..
3. Payment term and Finance
Option…………………………………………………………………………………….
 4. Leasing
Option………………………………………………………………………………………………………………..

Place

1. Distribution
channel………………………………………………………………………………………………………
2. Location…………………………………………………………………………………………………………………
……
3. Logistics…………………………………………………………………………………………………………………
…..

Promotion

1. Advertising Plan……………………………………………………………………………
2. Promotional Program…………………………………………………………………………

Conclusion

PRODUCT
BRAND NAME

Dalda cocking oil

QUALITY

Dalda is providing excellent quality followed by ISO

The enterprise operates under the quality control system in compliance with the
international standard requirements of quality management system ISO 9001.

SCOPE OF PRODUCT

Premium

Popular

Loose
Dalda’s has captured 60-65% of the premium segment, an estimate of -+ 250,000-tones/ annum, the rest
comprises of popular segment i.e. 600,000 tones/annum and loose segment with a total sale of 900,000
tones/ annum.

PACKAGING

Newly introduces plastic bottle

Price
LIST PRICE

We are offering competitive introductory price which is mentioned below.

 750 for 5 litter cane

DISCOUNT

We are offering discount 10 RS each cane in order to capture maximum

intention of our target market

PAYMENT TERM AND FINANCE OPTION

 Not available

LEASING OPTION

Not available

PLACE
DISTRIBUTION CHANNEL

 Distribution channels includes whole sellers grocery stores utility stores

LOCATION

 All Over Pakistan

LOGASTICS

 Provides career service to place the Product.

PROMOTION
ADVERTISING PLAN

 Dalda has a plan to advertise its newly packaging change product by

following way

 Print media

 Electronic media

 Radio fm
PROMOTIONAL PROGRAME

Dalda survived over a period of time by reaching out to its consumers through
various modes and methods.

 Superior Marketing
 Advanced Communication
 Innovative Radio Program
 Effective Press Usage
 Cinema
 Along with this Dalda has also introduced Dalda’s advisory
service 0800-DALDA (32532) for reaching out to its consumers
by providing them valuable advices and suggestions and also
addressing their product related problems.
 Dalda’s Cook Books (Vol 1, 2)
 Dalda ka Dastarkhawan.
 Dalda’s Food Show
 Dalda’s Cooking Competition
 Dalda’s Family Magazine
 Free Sampling

CONCLUSION
We Introduce Dalda Cooking Oil in a Plastic Bottle which facilitates the
consumer as we mentioned. Overall Dalda is capturing large market
share as compare its competitor and provide hygienic oil. The
Segmentation includes house hold females. We are promoting the
product by electronic media for example launching the program Dalda
Ka Dastarkhuwan.