Usman Akhtar Minahil Naeem L1F17BBAM0043 L1F17BBAM0062: Members
Usman Akhtar Minahil Naeem L1F17BBAM0043 L1F17BBAM0062: Members
Usman Akhtar Minahil Naeem L1F17BBAM0043 L1F17BBAM0062: Members
Members
Usman Akhtar L1F17BBAM0043
Minahil Naeem L1F17BBAM0062
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Introduction
PESTEL Analysis:
Political factors:
Dalda serves in several countries it is exported to several European countries. The rules and
regulations set by the government are different in different regions. Dalda should focus on
these political dynamics like taxation, import export excise duties, government permission to
enter the target segment and to introduce New products allowed by the regulated bodies.
Moreover in the contemporary trends keeping in view the government stability, Dalda should
consider and recognize all the related risks that could be involved. Dalda should also consider
the changing global regulations which are yet to adopt by the company. Dalda is such an
organization which in real sense promote the government health policies by maintain the
quality standards and rules and regulations.
Economic factors:
Different countries have different level of development. Economy of countries differs
everywhere. So Dalda has to set different economic policies for different targeted segments.
The price of the product is an important decision to take while strategizing the economic
policies according the inflation rate and the buying power of the segments. Dalda Company
should made an analysis report on frequent basis to get the knowledge of the inflation rates
and different income levels. Dalda is contributing a lot in promoting the economic worth of
farmers by producing the products at a local level for the satisfaction of the consumer.
Social factors:
The shared thoughts and beliefs of the customers influence the business operations. The
culture, life style, norms and values force Dalda to deliver the specific product to the right
segment. Dalda so far has considered the social perspective well. The company has well
understood the concept that consumers changing attitude has immense importance. People are
now very much prone to the healthy life style. Dalda has made a good reputation of
understanding and evaluating the consumer’s behavior and the related dynamics. Dalda is a
global brand but the product has been produced locally in order to sustain the quality.
Adherence to the strong values and principals has always been the priority of the company
that assists in building the trust on the consumers.
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Technological factors
Technology gives many opportunities for the development of new products or improvement
of existing ones. New techniques of marketing such as internet and e-commerce are important
to focus in this modern era. Therefore Dalda uses technology in several business operations
like to maintain the databases with the help of software. The rampant use of social media has
narrowed the gap between the direct interaction of consumer and the company. Dalda should
follow such a maxim that accelerate innovation with the help of technological advancements.
Dalda is already using the state of the art technology for the production of various products,
they are meeting the global standards by installing the contemporary plants.
Legal factors
Legal factors involve the legal environment of a company and its influence on the operation
to meet the demand and minimize the cost. For instance, Dalda has to follow the health and
safety laws for their employees and also to produce hygiene products for the customers.
Dalda need to focus on these too while operating in different regions of the world.
Environmental factors
Today the world is more conscious to have clean environment. Dalda need to focus on these
rules and regulations also to produce healthy food with environmental friendly operations.
Several countries set different rules, so to increase the acceptance of the products by the
targeted segment the rules are significant to follow. Dalda has also been taking into account
the considerable attention towards the social contribution.
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Threat of Substitutes:
Currently there are many others brands as the close substitutes of DALDA which can
be Kashmir cooking oil, Meezan cooking oil etc.
at the media camping and at the mass marketing on TV so there is always a threat
from the existing competitors in the market.
Value chain
Inbound logistics:
The inbound logistics will be the raw material that are sunflower/soybean seeds from which
the oil is to be extracted that is collected by different farmers by ensuring the quality
standards of the raw material and according to production requirements
Operations:
The operations will be the procedure from which oil is extracted from the seeds i.e.
Sunflower is crushed for oil recovery via one of two process methods, hard pressing or
prepress solvent extraction. Hard pressing relies upon exerting high pressure on the prepared
seed to separate oil from the solids fraction, historically recovering about 25% oil from the
seed.
Outbound Logistics:
The outbound logistics will include the packing and storing of the final goods in the cartons
that has to shipped locally or exported to other countries, that will be shipped to distributors
retailers and other middle man who are working in distribution channel for delivering the
goods to end customers.
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And in the sales side we see people in the malls who do personal selling by convincing the
customers to try the products and try to sell them personally.
Service:
Service side include customer service if there is any kind of problems in the products that can
be of any type that customers compliant about e.g. oil packets are leaking or there is anything
wrong with cooking oil the company need to resolve it and the good brands value them a lot
because positive word of mouth creates new customers without investing a lot, because it’s
easy to retain the old rather than finding the new customers .
Plus DALDA also came with new idea that was giving the free jugs with oil pouches because
previously we saw that oil spill everywhere while pouring but DALDA came with new idea
by placing the oil pouch in the jug and pour oil from that.
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Target Market:
The target market of DALDA contains health, quality and taste conscious individuals, thus
DALDA commitment to tailor its items as per its clients is apparent from the way that
starting of every single item goes through the broad phases of examination and advancement.
Product Positioning:
DALDA cooking oil: The cooking ability for the entire family.
DALDA Banaspati ghee: Substitute for desi ghee however better with a similar extraordinary
taste.
Planta cooking oil: Oil with the flavor of Ghee, a solid substitute to ghee.
DALDA Lajawab: Vegetable oil with the taste never felt and having help through flavor not
for typical but rather for unique cooking.
Demographic:
The target audience basically females beginning from the age of 20 to indirect 45 years old.
For Dalda banaspati and cooking oil the pay layers are Rs. 7000/ - plus.
The new enhanced oils focused at the upper layers of Rs. 16,000/ - in addition to. As the free
oil/banaspati burning through portion involves around half of the market, along these lines,
Dalda junior would keep focusing on this section.
Psychographic Segmentation
The entire product line would be aimed towards fashionable women who live a modern
lifestyle. Flavored oils would be targeted at working women who are looking for quick and
easy recipes.
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Behavioral Segmentation
Dalda will try to enhance the number of instances when oil and banaspati are consumed. The
wedding season will start soon after Moharram. This is a great time to take advantage of the
seasonality effect. They'll be inducing new usage habits with the introduction of flavored oils.
Social Class: DALDA has straightforwardly divided the classes into A through F houses.
Class A houses belong to the upper echelon of society and are associated with high-paying
jobs. The worker is usually the one who buys the merchandise in these family units (most
presumably the cooks). The core pay gathering will be Course B family units. These are the
buyers that are concerned about quality and wellness. This is the class that is most connected
with purchasing the item. Class C houses, though they are unlikely to choose DALDA since
it is a lower-cost item, may still choose it because of brand loyalty because they have been
using it for a long time. Classes D through F are unable to spend money on high-quality
products.
Family: Family plays an important role. Whether it's cooking oil, banaspati, or margarine,
the focus has always been on the family in the ads. Everyone remembers the housewife for
her laws, her life spouse, and her children, demonstrating that she is respected. She has won
the hearts of her family by serving them food that both tastes and smells delicious.
Marketing Mix:
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Product:
Product Quality: DALDA guarantees the highest quality for the entirety of
its items. As such the items are additionally made to the best expectations. The
consistency in DALDA guarantees and the delivered item please consumer.
Product Features:
DALDA Cooking Oil: Ultra-refined cooking oil, with the best taste, and
furthermore better consistency and coloring.
DALDA Banaspati: Lower in cholesterol than desi ghee and better tasting.
DALDA Sunflower Oil: Lighter and more grounded than most different oils
aside from maybe Canola oil.
The total customer value analysis helps us to figure out what item the buyer is getting
eventually. It likewise helps fairly in the assurance of the key features of DALDA items.
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Product Design: Design goes to the core of the item and a decent plan adds to
the item's convenience. At the point when we talk about ODF items the design
component means how the oils and fats themselves are detailed and how their
composition impact their market.
Packaging: All items packaging material is imported. Indeed, even the ink
utilized on the packaging is imported. The packaging is of the best quality, in
any event in the nearby market. The DALDA brand is accessible in tins,
bottles and poly-packs. Planta is accessible in tins. All bundles are obviously
and readably named as to substance and fixings. Best before dates are likewise
quick getting standard. All packages are simple and protected to utilize. The
packaging for the DALDA brand has holds similar green tone since its
presentation 50 years prior.
Price:
Elasticity: ODF consumer items have moderately elastic demand for example the
amount of DALDA ODF items is moderately responsive to cost where a difference in
5-10 rupees can influence demand. This is basic to all consumer things in a
competitive market.
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Place:
DALDA Pakistan trusts in cooperative energy, that is an ideal mix of components of
the marketing mix. Confirmation lies in it having perhaps the most productive and
biggest distribution network frameworks in our country.
DALDA claims that it requires a month and a half for the item to move from the
industrial facility to the shelf. The item goes to the essential distributors (one and half
weeks), at that point to the optional distributor (one and half weeks) lastly to the
exchange level (three weeks).
These mediators assume a highly significant part in getting the item to the objective
consumer. Simple access on a public level to both urban and rural territories is
essential if utilization targets are to be accomplished. By focusing on its distribution
efforts, it assists DALDA with advancing its item and gain a preferred position over
its rivals.
Channel levels: It has no direct cooperation with its wholesalers and retailers as such
yet regardless, works through an organization of around 1300 merchants situated in
600 districts all through Pakistan.
Head office should have signed books of the distributor prior to any
transaction.
The check should not bounce at any point in time.
Promotion:
The most focused advancement procedures utilized are TV commercials. Its
advertisements are appeared on different channels. The promotions are re-dispatched
after at some point to keep up interest of the buyer and when the item is altered.
IMC (Existing):
DALDA uses following to promote their products:
Other mediums: Print advertisements in magazines that are read by the normal
however educated housewife. Buntings, banners, exchange banners (hung at the
retailers) prompting consumers to attempt the most recent preference for DALDA etc.
advertisements digitally because nowadays every kind of person has come to digital media
and most of them are customers on digital media where they see different types of ads and
plan to purchase the product of their choice. That is why nowadays advertising has become
a big compulsion for all companies because without it none of their products are being sold.
The company we are going to talk about today is Dalda Company which has a very big name
in Pakistan as providing healthy cooking oil, ghee etc. In market, there are a lot of
competitors of Dalda company which includes Sufi oil, Ramzan oil, Khalis ghee, Shamma
cooking oil, Taluu oil, etc. which is a sign of danger for Dalda Company and the main reason
for the decline in sales of Dalda Company products are all these companies. Dalda has also
found its name in the market by maintaining its quality as well as its advertisements
because it has many competitors in Pakistan that are selling similar products in the market
and that could harm it. If we talk about today, Dalda is a brand that is known as one of the
best Company in Pakistan which is a very favorite company of many people. The main
reason for its popularity in Pakistan is that Dalda has not always compromised on its quality,
it has provided many things to its customers. Pakistanis peoples have always wanted a
quality food and pure food and their first priority is to have something to eat that is quality
and delicious. Also, when it comes to price, the company has always kept the price of the
product so that people can buy it very easily. And when it comes to advertising, when they
need it, they advertise it, which keeps their product in the minds of the people.
In this assessment we will review how we can further improve its advertising so that the
company can turn a profit and we will create an advertisement strategy that will make the
company very profitable and will not lead to losses in which first we will talk about 6 MS
advertisement strategy.
Market
In this element, we have to visit our market first and survey our market to see which
kinds of brands are available in our market who are providing a product exactly like
ours to the customer because it's very important because we have to look at how
companies in the market are surveying and how they are selling their product and
what type of strategy they are adopted. We will conduct various surveys in the
market which will help us to know how our competitors sell their product and during
the survey we will see how our competitors are adopting marketing strategies and
advertisements strategy for growing up their company. After considering all these
surveys and their strategies, we will create our own advertising plan on which we will
make our company's ad and related data with the help of which we will be able to
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broadcast our ad on TV channels and different platform of social media. All the
companies in the market that are running their business have their own
advertisement strategy due to which the company informs their customer about
their product and inform to their customers about what kind of product they are
providing to their customers and what components are involved in making their
company a product because the customer first looks at his budget and his purchasing
power to see that he can purchase the product or not, then the second approach is
that what is so special about the product that he buys it. That's why we must include
all these things before creating our ad so that the customer is as impressed with our
product as possible.
And our first step in creating IMC which would be to first improve our product and
write its maximum merits to advertise it and make it so attractive so that customers
are inclined to look at it and make their own budget to buy it.
Mission
First of all, our company has to set its own objectives, in which we have to see where
we want to take our company and how to make our product so that our product has
maximum sales and its demand in the market is large. The most important reason
for the success of any company is that it has set its own objective that how much our
company will grow in the next five years or ten years and how to improve its product
and how to build a relationship with their customers are the first priority of all these
companies. Our company must come up with a strategy in which we first have to
create its objectives of our company and how can we make our company successful.
As a result, not only the company but its entire staff will work with this object in
mind and according to the objectives we'll create our own ad to let our public know
about it and what we have added to our product features and components that
make our product different from others and it is a great product. These are the
things that make an advertisement so great and make people think about it. So, to
make our ad even more impressive, we'll add a lot of things to help people better
understand what we're going to provide and what the customer will realize after
purchasing it. Also, according to IMC, we must first know about our customer, what
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kind of ad our customer wants to see and what kind of thing he likes so that we can
provide him something like this.
These are all basic things that help you sell your product a lot and make your ad
more active so that your product sells more, and you get more.
profit.
Message
In this part we will see that we do not put too much information in the ad that we
are creating, so that the customer does not feel any disgust in reading and looking at
it and they do not have any difficulty in reading it. We should not include anything
unnecessary in the ad that will make the ad useless. And we gave such a message to
our customer in our ad so that after reading it customer will be forced to think about
our ad and show interest to know about it because the top priority of the company is
to guide its customer and give products and services according to the quality and
demand of its customer. The biggest hand in running any company and making it
successful is luck because every company is run by a customer and if there is no
customer, you can't go to the success. That's why we gave our customers a message
in our ad that they would be very impressed so that they take our product very
seriously and think about it and develop a strategy to buy our product. Advertising is
one of the things that increase the no of customers as a result, the company's
product sells out a lot and its profits go up, which makes advertising a big deal. Now
the way our product is Dalda ghee and cooking oil about which we can write this
message, it is very useful for the health of the customer and the ingredients we have
included in it are very beneficial for your health. After reading this message customer
will be treated towards our product and will get information about us after which
they will be able to purchase our product. That's why when you advertise, you
should write something in your product message that is very useful to the customer
and cause to attraction.
Media
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In this element, you need to see how you communicate in your ad and whether that
communication is understood by your customers or not. For example, there are
some commercial networks that are beyond the reach of the average customer
which is very difficult for the customer to understand and he has a very difficult time
to understanding it. Due to which the customer has a very negative perception in his
mind about this product and he avoids buying such a product. It is a matter of great
concern for the company that their customer does not recognize their product
properly and is avoiding taking their product. All of these situations only happen
when you make your ad too complicated, In which you put a lot of irrelevant things
which makes it very difficult for the customer and he cannot know your products
correctly. So, it is very important that whenever an ad is created, you should first add
your sentences and messages according to your customer's demand and
understanding. Because advertising means letting your customers know about your
product, what you are selling and what is in it that makes your product very
different. So, in this element we only see if the message we are giving in our ad is
reaching our customers and if it is reaching then how are our customers response on
it.
Money
In this element we need to tell about the quality of our product and its price, what is
the price of our product and how we are distributing it.
Because it is a very important element, every customer wants to get the product
they are buying at the lowest price so that their purchasing power is such that they
can buy it. And the company also has to make sure that if it wants to sell its product
as much as possible, it should set its prices very reasonable so that every level of
person and customer can buy our product. For example, if a company charges more
than the purchasing power of the customer for its product, it will not earn profit
because its customers will be very few due to its price strategy. The customer always
strives to ensure that the product he is buying is within his purchasing power and he
wants what he is buying to be standard so that he has no side effects if he uses it.
Whenever we create a company's product ID, first review the price inside it so that
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the lower the price, the higher the customer base. The way we have a Cooking oil
and ghee business, we need to first look at our competitors to see what kind of
product it is bringing to market and which strategy is they adopting because of which
their customers are buying their product And how people respond after using their
product, then we will realize how much stronger our competitor in the market. After
observing all these things, we will keep the price of our product in our ad so that our
product is sold more than our competitor and we have to make sure that the price
we are charging for our products will reach our customer or not. Can our customer
have such purchasing power. That's why it's important to have the right price to sell
your product and whenever you create an ad, keep the minimum price in your ad so
that customers are more attracted to you and buy your product.
Measurement
At the end, we will review how our ad reaches our customers and how they can
purchase and think about our product. In addition, we will see how we respond to
the edits we have made public and whether our customers are attracted to us.
Because when we do our advertising, we first look at what the public and the
customer report about what you are thinking about our product and what they will
do to buy our product. We need to measure how our customers are likes our
product if they are interesting our product and what is their response after
purchasing the product. This factor is important because it allows us to know what
our customers think about our product and what they think after purchasing it. If the
customer is not satisfied with our product then the demand for our product will
increase and our product will sell more and more. If our customer is not satisfied and
does not purchase our product, then our company will go to loss day by day.
Therefore, after publishing your advertisement on all platforms, it is very important
that you keep an eye on your ad to see where our ad is going. So that why the
measurement factor is very important in planning of advertising.
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Sample Ad:
Billboard:
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Digital banner:
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Creative mix
1. Target audience:
Dalda Cooking Oil is primarily targeted at housewives who are more or less in the 20 – 45
years age group. This woman is traditional, educated and passion to taking care of their
household. She is protective and nurturing and want the best for her family. She is very
superior conscious and health conscious and will be ready to pay a premium price for good
quality products. She goes for cooking expertise, great taste and high quality.
2. Communication media:
There is no doubt that good brand always targets good media for their communication. We
will do advertisement through GEO NEWS, ARY NEWS, DUNYE NEWS. In cooking
channel there are some channels like Masala TV, Shireen Anwar – Masala Morning, Gulzar –
Dawat, Rida Aftab–Tarka.
We are also introducing again DALDA KA DASTERKHAN communication media for their
loyal customer’s. We will tell you about the cooking recipes in weekends from (10am to
11am.)
And we will also uses different newspapers and magazines in promoting Dalda but the major
emphasis is on advertisements, shown at the times loving mothers are watching TV the ads
also run at different times of the day specially between 6.30 to 7.30.
3. Advertising message:
In marketing, the word “messaging” tells us to how any brand talks about itself and the value
it provides. Brands may create messaging for different purposes. Messaging is a necessary
component for a successful marketing campaign. A campaign may use existing messaging if
its goal is tied to a topic for which messaging has already been developed. DALDA message
is
IT provides the ultra-refined cooking oil with the best task and better consistency and
coloring.
4. Product concept:
A product concept statement, sometimes referred to as just a "concept statement" represents
the vision that a business owner and his design team has for a product or service. It describes
the product or service, explains its purpose and considers the consumer demographics that the
product is market toward.
The technology used by Dalda is the most advanced and innovative technology that preserves
the natural richness of the oil.
Dalda cooking oils are free from cholesterol which means it is the healthiest choice for the
entire family and it protects from the heart a troubles.