PresntationPresntationOnOn

Dalda Foods (Pvt.) Ltd. Dalda Foods (Pvt.) Ltd.

PresentersPresenters

Muhammad Imran Khan Muhammad Imran Khan 07-3707-37

Muhammad Taha KhanMuhammad Taha Khan 07-0607-06

Farrukh Ali SahuFarrukh Ali Sahu 07-4307-43

Brief HistoryBrief History Dalda’s story begins in early 1930’sDalda’s story begins in early 1930’s

In 1999 Unilever acquired International Technology to evolve In 1999 Unilever acquired International Technology to evolve Dalda Banaspati to Dalda VTFDalda Banaspati to Dalda VTF

In July 2004 Unilever Pakistan sold its "Dalda" brand to In July 2004 Unilever Pakistan sold its "Dalda" brand to Westbury Group Westbury Group

The company entered the pure-oil segment in early 2007 The company entered the pure-oil segment in early 2007

ValuesValuesAt Dalda we follow following values to bring best to ourAt Dalda we follow following values to bring best to ourCustomersCustomers

IntegrityIntegrity FairnessFairness Trust Trust AccountabilityAccountability People reaching their full potentialPeople reaching their full potential

Market OfferingsMarket Offerings

Major Products Offered by Dalda foods are:Major Products Offered by Dalda foods are:

Banaspati GheeBanaspati Ghee Cooking OilCooking Oil

Major ProductsMajor Products Dalda VTF BanaspatiDalda VTF Banaspati Dalda Cooking OilDalda Cooking Oil Manpasand BanaspatiManpasand Banaspati Manpasand Cooking OilManpasand Cooking Oil

Dalda VTF BanaspatiDalda VTF Banaspati Only banaspati in Pakistan which is Virtually Trans-fats Only banaspati in Pakistan which is Virtually Trans-fats

Free (VTF) Free (VTF) Ordinary banaspati brand contains up to 25% of these Ordinary banaspati brand contains up to 25% of these

harmful Trans-fats harmful Trans-fats Amount of Trans-fats in this banaspati to less than 1% Amount of Trans-fats in this banaspati to less than 1%

Dalda Cooking OilDalda Cooking Oil Keeping in mind the changing lifestyle of its consumers Dalda Keeping in mind the changing lifestyle of its consumers Dalda

introduced cooking oil to the market.introduced cooking oil to the market.

100% cholesterol free and contains Vitamin A and D together 100% cholesterol free and contains Vitamin A and D together with Vitamin E with Vitamin E

It also contains essential fatty acids, Omega 3 and 6 It also contains essential fatty acids, Omega 3 and 6

Manpasand BanaspatiManpasand Banaspati Economical in useEconomical in use Enriched with Vitamins A & D to ensure healthEnriched with Vitamins A & D to ensure health and great and great

tastetaste

Manpasand Cooking OilManpasand Cooking Oil Produced using the world’s best vegetable oils Produced using the world’s best vegetable oils Produced using the world’s best vegetable oilsProduced using the world’s best vegetable oils Economical in use and cholesterol free Economical in use and cholesterol free Enriched with Vitamins A and DEnriched with Vitamins A and D

Mid Price Segment

Mass Market

Market SegmentationMarket Segmentation

Premium SegmentPremium Segment

……… ………....

………………… …………………

Premium A Market:300 K TonsDFL’s Brand: DaldaCompetition: Habib, Rafhan, Soya Supreme & imported brands

Premium B Market: 900 K TonsDFL’s Brand: ManpasandCompetition: Sufi, Zaiqa & Kashmir

Mid Price A: 500 K TonsDFL’s Brand: TulloCompetition: Kissan, Meezan, G.Sun , Sunny & Bulk Segment of Zaiqa and Sufi

Mid Price B: 400 K TonsDFL’s Brand:

PrideCompetition: Shan, Lateef, Data, Dastarkhuan, Handi & Shama

DaldaDalda

Why is Dalda Premium Brand?Why is Dalda Premium Brand?

QualityQuality Only brand that is exported to European Union CountriesOnly brand that is exported to European Union Countries UNESCO recommended quantity of VitaminsUNESCO recommended quantity of Vitamins Only Brand that offers VTFOnly Brand that offers VTF

Dalda…PortfolioDalda…PortfolioOnly Dalda’s International Technology and espertise offer aOnly Dalda’s International Technology and espertise offer avalue added range to suit every consumer’s needsvalue added range to suit every consumer’s needs

Dalda Olive OilDalda Olive Oil Only Health MattersOnly Health Matters

Dalda Cooking OilDalda Cooking Oil Only blend which preserves natural goodnessOnly blend which preserves natural goodness

Planta Cooking OilPlanta Cooking Oil Where Taste is as important as HealthWhere Taste is as important as Health

Dalda Canola OilDalda Canola Oil Only Canola oil that offers strength of vitamins to combat competitive Only Canola oil that offers strength of vitamins to combat competitive

lifestylelifestyle Dalda VTF BanaspatiDalda VTF Banaspati

Only Banaspati that offers relief of being transfat freeOnly Banaspati that offers relief of being transfat free

Dalda…Segment DriversDalda…Segment Drivers Where Own and Family’s Health is a priorityWhere Own and Family’s Health is a priority When consumers think that it is better to spend on quality When consumers think that it is better to spend on quality

rather than on medicine.rather than on medicine. Where Trust means Blind Faith of loved ones on your choice’s Where Trust means Blind Faith of loved ones on your choice’s

quality.quality. Where Route to win hearts is not only taste rather—Trust and Where Route to win hearts is not only taste rather—Trust and

TasteTaste

Dalda…Distribution StrategyDalda…Distribution Strategy

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

Controlled and potential based coverage at D and E class Controlled and potential based coverage at D and E class outlets nationwide.outlets nationwide.

Dalda…Main CompetitorsDalda…Main Competitors HabibHabib SeasonsSeasons RafhanRafhan Soya SupremeSoya Supreme Imported Premium BrandsImported Premium Brands

ManpasandManpasand

How Manpasand is positioned in the minds of target customers?How Manpasand is positioned in the minds of target customers?

Only Brand that is economical in useOnly Brand that is economical in use Only brand with continuous Innovation & activation supportOnly brand with continuous Innovation & activation support UNESCO recommended vitamins quantityUNESCO recommended vitamins quantity Consistency in Quality, Flavor and TextureConsistency in Quality, Flavor and Texture

ManPasand…PortfolioManPasand…Portfolio

DFL offers to combine Quality and Economy for consumers whoDFL offers to combine Quality and Economy for consumers whowant to be liberated of financial burden without compromisingwant to be liberated of financial burden without compromisingfamily’s health.family’s health. Manpasand BanaspatiManpasand Banaspati Manpasand Cooking OilManpasand Cooking Oil

Where quality has an edge over a few rupee differentialWhere quality has an edge over a few rupee differential

Manpasand…Segment DriversManpasand…Segment Drivers Where desire is best combination Quality & EconomyWhere desire is best combination Quality & Economy

Where financial resources are limited but consumers aspire to Where financial resources are limited but consumers aspire to upgrade towards healthy and quality lifestyleupgrade towards healthy and quality lifestyle

Distribution StrategyDistribution Strategy Extensive Distribution in A, B, C and D class outlets Extensive Distribution in A, B, C and D class outlets

nationwide.nationwide.

Selective distribution at MT Stores.Selective distribution at MT Stores.

Manpasand…Main CompetitorsManpasand…Main Competitors

Sufi Sufi Zaiqa Zaiqa KashmirKashmir

Consumer Preference FindingsConsumer Preference Findings

Nationwide consumers researches and millions of consumersNationwide consumers researches and millions of consumerscontacts suggest that Manpasand is a superior product/contacts suggest that Manpasand is a superior product/formulation as:formulation as:

91% target consumers preferred Manpasand over their existing 91% target consumers preferred Manpasand over their existing brandsbrands

94% consumers liked its overall quality and innovation 94% consumers liked its overall quality and innovation packagingpackaging

73% consumers mentioned that it was economical in use as its 73% consumers mentioned that it was economical in use as its consumed less than any other Banaspati/Oilconsumed less than any other Banaspati/Oil

TulloTullo

Why Tullo against regional brands?Why Tullo against regional brands?

Brand with the heritage and quality trust of over 60 yearsBrand with the heritage and quality trust of over 60 years Consistent Superior qualityConsistent Superior quality Improved service of sales force to customersImproved service of sales force to customers Only long standing and trustworthy brandOnly long standing and trustworthy brand

Tullo…PortfolioTullo…Portfolio

Tullos superior quality is now accessible to priceTullos superior quality is now accessible to priceconscious consumers as follows conscious consumers as follows Tullo BanaspatiTullo Banaspati Tullo Cooking oilTullo Cooking oil

Tullo…Segment driversTullo…Segment drivers Where aspiration to use superior quality and trust worthy Where aspiration to use superior quality and trust worthy

brand is there but product does not allow.brand is there but product does not allow. Where customers are willing to stretch a rupee or two for Where customers are willing to stretch a rupee or two for

buying a trust worthy and experimented brand.buying a trust worthy and experimented brand. Where quality is priority if brand is in affordability limits.Where quality is priority if brand is in affordability limits.

Tullo…Distribution strategyTullo…Distribution strategy Extensive distribution in B, C & D outlets nation wide.Extensive distribution in B, C & D outlets nation wide. Selective distribution in E class stores.Selective distribution in E class stores.

Tullo…Main CompetitorsTullo…Main Competitors KissanKissan ---------- KHI, FSB, QTA. KHI, FSB, QTA. Meezan Meezan ----- KHI, LHR, QTA.----- KHI, LHR, QTA. Golden SunGolden Sun ---------- KHI, LHR, SKR, KHI, LHR, SKR,

MUL.MUL. Shehbaz Shehbaz ----- SUK.----- SUK. Bulk pack of ZaiqaBulk pack of Zaiqa ----- ISL, RWP.----- ISL, RWP. Bulk pack of SufiBulk pack of Sufi ----- LHR.----- LHR.

Pride Pride Brand that is being made following same gold quality Brand that is being made following same gold quality

standards as of Tullo.standards as of Tullo. Consistent quality in the market where unethical product Consistent quality in the market where unethical product

manufacturing practices are a norm.manufacturing practices are a norm.

Pride…PortfolioPride…Portfolio

Manufacturers of Tullo offers following quality product at rock Manufacturers of Tullo offers following quality product at rock bottom pricesbottom prices Pride Banaspati.Pride Banaspati. Pride Cooking Oil.Pride Cooking Oil.

Pride…Segment DriversPride…Segment Drivers In this segment price determines the buying attitude.In this segment price determines the buying attitude. Consumers are fighting for there survival, Hence even a single Consumers are fighting for there survival, Hence even a single

penny matters a lot.penny matters a lot. Quality is a value addition if price is competitive. Quality is a value addition if price is competitive.

Pride…Distribution strategyPride…Distribution strategy Expensive distribution in B, C, D & E outlets nation wide.Expensive distribution in B, C, D & E outlets nation wide. Selective distribution in B+ stores.Selective distribution in B+ stores.

Pride…CompetitorsPride…Competitors Shaan Shaan ---------- LHRLHR LatifLatif ---------- ISLISL DaataDaata ---------- FSB, QTAFSB, QTA DastarkhuanDastarkhuan ---------- KHI, LHRKHI, LHR HaandiHaandi ---------- RWB, KHIRWB, KHI PurePure ---------- SUK,HYDSUK,HYD ShamaShama ---------- PSH,MULPSH,MUL

Price RangesPrice Ranges Premium A Premium A

Banaspati Ghee : 115-130 /kgBanaspati Ghee : 115-130 /kgCooking Oil : 125-140 /kgCooking Oil : 125-140 /kg

Premium BPremium BBanaspati Ghee : 100-115 /kgBanaspati Ghee : 100-115 /kgCooking Oil : 110-125 /kgCooking Oil : 110-125 /kg

Mid-Price AMid-Price ABanaspati Ghee : 95-100 /kgBanaspati Ghee : 95-100 /kgCooking Oil : 100-110 /kgCooking Oil : 100-110 /kg

Mid-Price BMid-Price BBanaspati Ghee : 85-95 /kgBanaspati Ghee : 85-95 /kgCooking Oil : 90-100 /kgCooking Oil : 90-100 /kg

AdvertisementAdvertisementThe Company does its Marketing itself. They don’t have anyThe Company does its Marketing itself. They don’t have anyorganization involved for marketing concerns. The advertisementorganization involved for marketing concerns. The advertisement

is done by an advertisement organization “Makan Ericson”.is done by an advertisement organization “Makan Ericson”.

Distinctions & CertificationsDistinctions & 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??Any Queries??