DALDA FOODS

VALUE CHAIN
STRATEGY
ANALYSIS

Submitted by:

Mirza Osama Bin Shahid

Submitted to:

SAEED MUJAHID

ID:

FA14-ES-0014

DALDA FOODS
INTRODUCTION
The Dalda brand has a strong heritage in Pakistan. It is synonymous with assured quality, which
is why the business has been able to charge a premium over its competitors year after year. The
Dalda brand is one of the 3 leading top brands in the Country.
Current trademark and license rights in Pakistan only for:
o Dalda Vanaspati
o Dalda Melange
o Dalda Cooking Oil
o Dalda Planta

INTERNAL ANALYSIS
VALUE CHAIN
Human Resource Management
When the Dalda foods got de-merged from Unilever in 2004, 5 departmental heads and a director
straight away joined the new company and apart from them the management of the new
company was given the option of picking the employees working at the plant after they were
given Golden Hand Shake by Unilever. This is how Dalda has gotten the advantage of
employing the best skilled workers available in the industry.
Technological Development
Dalda has the plant that manufactures the banaspati which is Virtual Trans-Fat Free (VTF).
Company is providing the best quality product available in the market. Technology which
manufactures VTF is only available with Dalda. Efforts were made in the past by major
competitor like Habib to develop such technology but they could not succeed in developing a
plant that manufactures VTF banaspati.
Procurement
Most of the large companies in the industry purchase their raw materials from the same
suppliers. However Dalda employs procedures which help purify the final product. Most of
Daldas competitors are not employing these procedures and we feel this is giving Dalda a

competitive edge. Most of Daldas consumers are aware of this fact, since most of them reveal
that they purchase Dalda because of its superior quality.
Outbound Logistics
Daldas distribution network is one of the biggest strength the company has right now. It has
given the company a superior edge over its competitors. The distribution network has made it
possible for the management to make sure that product is available at every possible place and at
the same time the distribution network is also a very effective one. Ultimate goal is to have a
high product availability which is getting achieved through the well-structured distribution
network
Marketing & Sales
Daldas slogan Jahan Mamta Wahan Dalda is still in peoples mind and it is the marketing of
the product which has taken the brand to such new heights. The brand awareness is also very
high and this along with the marketing campaigns has played a major role in bringing such
success to the brand. The sales forces that the company has is well trained and has all the traits
that any sales team would require to perform at highest level.

Service
There is Rabta Advisory Service which is provided through a toll free number. Through this
service consumer can ask any question regarding the product. Dalda is the only company in
Edible Oil industry which is providing such service to its consumers.

CORE COMPETENCIES
Quality
Dalda is not just meeting the standards which are set by PSQCA but also the more stringent ones
which have been stated by the U.N. It has been learnt that in the recent past the company has
even exported the product to the European countries, which itself is a proof that Dalda has been
able maintain the quality levels which are at par with international standards.
Distribution
Dalda is the only company in Pakistan which has the distribution network spread all over the
country. Most of the brands in the country are either sold in a particular city or in a particular
province and those who have their presence in more than one province either dont have presence
in all the four provinces and if they have the presence then they are not in every city. Dalda has
the most wide spread and efficient distribution network among its competitors.

Efficient Supply Chain

The supply chain of the company is very efficient which has made the availability of the product
quite effective.
Strong Brand
Dalda is there in the industry for more than 50 years and has great brand equity. The brand
awareness is around 90-95 %( as been told by an employee).
Competent Sales Team
Sales personnel are always the front-liners for every company. They are the ones who are
representing the company in the market. Dalda is best equipped with the human capital in sales
department. The exponential growth which is been achieved by the company clearly shows how
good is its sales force.