DALDA

Synopsis:
Dalda is the product of Lever brothers Pakistan which has
recently changed its ownership to Unilever (Pakistan) Ltd.

The pricing of the pricing of the product is in the range of

middle class but also is liked by upper income strata group.

The product has a long standing of 30 years and has

completed with products like Tallo, Kashmirs Gul etc.

Promotion strategy of Dalda aims at mothers and children

and the punch line goes, Jehan Mamta Wahan Dalda,
or where there is motherhood there is Dalda.

The physical distribution of the product is widespread and it

is available to the interested buyer in 2-5 kg or 5 kg tins or 1
Kg plastic bags. It targets multiple segments but these
segments include middle and above middle income
groups.

(2)

ASSIGNMENT:

Dalda is produced by Lever Brothers Pakistan

Limited (Tel111-787-787). There are various environmental
forces that influence the marketing activities of Lever
brothers. External forces which are largely uncontrollable
by the producers and internal forces within the Lever
Brothers that are generally controllable by management.
Daldas producers manages its marketing system within
this external and internal environment. To start with
management of Lever Brothers have set up a system for

environmental monitoring the process of gathering and

evaluating environmental information. Six broad variables
constitute the external environment that generally can not
be controlled by Lever Brothers. It includes Demographic
conditions, economic conditions such as business cycle,
inflation, and interests rates. Lever Management is aware of
these

macro

influences.

They

are

having

intimate

knowledge of the var5ious types of competition I

(3)

competitive structures, social and cultural forces I cultural

changes, Political and legal forces and technology. The
external environmental factors comprise of suppliers,
marketing intermediaries and market itself. It is vote worthy
that these elements of the producers of Daldas marketing
system are being controlled to an extent. Simultaneously

the non marketing resources within Lever Brothers such as

production facilities, personnel, finances, location, research
and development, and the image as a company are
influencing

the

marketing

system

of

Dalda.

The

aforementioned various are generally controllable by the

management of the Lever Brothers Pakistan Limited.

The Management process of Lever Bothers

comprises of planning, implementation and evaluation.
Planning
planning,

is

carries

strategic

out

through

marking,

strategic

Planning

company

and

annual

marketing planning. The strategic company planning

(4)

encompasses planning in different functional areas of

Lever Bothers and especially the marketing. The strategic

marketing

planning

consists

of

conducting

situation

analysis, developing of objectives, positioning differential

advantage,

selection

of

target

markets;

measuring

marketing demand; designing a marketing mix and finally

yearly marketing plans for Dalda. The marketing plan is
bases on the accurate forecast of demand for Dalda. The
forecasting is carried out through market factor analysis,
survey of buyers intention, test marketing, past sales, trend
analysis, sales force composite and executive judgment.
The secret is use of appropriate technique in a given
situation

to

precisely

forecast.

The

Management

information system of Lever Brothers is the set of procedures

designed to generate, analyze disseminate, store and
retrieve information for use in marketing decision. The
marketing research is conducted through gathering of
primary data, a survey, observation, or experiment may be

(5)

undertaken. The decision support system is the interaction

of management with the data for determining the
effective satisfaction of customer.

The total market of Dalda is divided into two

broad segments ultimate users and business users. It is on
the bases of type of customer, size of customer and type of
buying situation. The selection of the target market has
been carried out through market aggregation since it
involves one marketing mix to reach masses. The buying
behaviour of ultimate consumer has been examined
through the buying decision process, information, social
and group forces, psychological forces and situation
factors. The business market in case of Dalda is the noted

industry specifically the Restaurants. The buying process of

business users takes place through direct purchases
excluding the middle man. Continuous supply is the key to
Dalda success. The first commandment of marketing to
(6)

know the customer and to know they product is practiced

in case of Dalda. The Dalda producers have a cutting
edge being a long standing successful company to which
a number of qualitative products are attributed. It may be
easily described as a product line. The scarcity of the
natural resources of the natural resources used in Dalda
and a growing concern for health issues creates a crucial
aspect of Daldas invention.

The Lever Bothers have full

understanding of its product. It is simply the customers

buying satisfaction. Dalda has gone through the process of

adequate demand, felting with in companys marketing,

production and financial resources. Management at Lever
Bothers have a clear understanding of the diffusion aspect.
Strong support from top management is clearly visible in
the case of Dalda. The company has selected appropriate
product mix in terms of positioning, additions to a line,
design alternative and packaging. The executives of Lever
Bothers understand very clearly product life cycle
(7)

reflecting the total sales volume of Dalda. The promotion of

Dalda is well managed through brand, package, Labeling
design and quality. Warranty and postal service are not
precisely applicable to Dalda in its rigid meaning. The
responsibility of brand ownership in terms of maintaining a
consistent level of quality. The brand is protected to an

extend from becoming generic. The brand Dalda is an

asset to the lever brothers since its brand equity is well
established. Its trade mark is protected. Sizes of various
weight and packing are available such as 1 Kg plastic, 2.5
Kg Tin and 5 Kg Tin. Labeling is in detail with the ingredient
alongwith address and telephone number on the product
packing.

The good design of Dalda is a factor in its

successful marketing with projection of quality image. The

product

quality

has

eliminated

the

differential

disadvantage and it is the other way that is Dalda has

been giving (rather) a differential advantage over its
competitors which are virtually non existent at the level of
(8)

Dalda production and sales. The amount of money or

other items with utility needed to acquire a product is

referred to as price. The major pricing goals to earn target

return on investment or net sales, maximizing profit,
increasing sales, holding target marketing share, stable
pricing and meeting competition prices are all practiced in
case of Dalda. The demand for product, competitive
reaction, strategies for marketing mix elements and costs of
the product are being successfully achieved in case of
Dalda. The determination of base price of Dalda through
cost plus pricing, marginal analysis and setting the price in
relation only to market have been coordinated at a level
that enable Dalda to have its desired level of share in the
target market. The Dalda is above the levels of primary
competition in terms of pricing.

Strategies for discounts and allowances are

implied from time to time for compatibility with rest of

(9)

marketing mix. The manufacturers of Dalda are not

directing it through price competition in strict meaning. The
Company is concerned with resale price maintenance
with in legal framework. The methodology of the Dalda
producers is a stable pricing with thrust on differential
advantage through other aspects of marketing mix i.e.
offering destructive appealing product promotion.

The product Dalda of Lever Bothers is effectively

getting distributed. The essential function of flowing of
Dalda to its consumers is well established. The distribution
channels including producer, final customer and the
middleman participates efficiently in case of Dalda. The
delineating role of distribution with in the marketing mix,

selection of proper distribution channel, determination of

the appropriate intensity of distribution and choosing of
specific

channel

members

have

been

very

well

maintained and carved over a period of time by Dalda.

(10)

Multiple channels are applied by Dalda. The corporate,

contractual and administered distribution all have been
practiced by producers by Dalda and an effective
physical distribution of the product is evident from the
ground realties. The nature of market, middle man and the
Company itself has been well considered in selection of
distribution channels. The Company views its channels as
partners with a good degree of coordination and
distribution. The retailers of Dalda are serving as purchase
agents for its consumers and as sale specialists for the

Lever Bothers and Dalda wholesalers. The management is

attentive about the physical distribution system of Dalda in
terms of inventory location and warehousing, materials
handling,

inventory

control,

order

processing

and

transportation. These five activities mentioned are being

effectively managed with complete understanding of
centres of distribution, economic order, and quantity, in
time processes and inter modal transportation. The Dalda

manufacturers

have

(11)
promotion

campaign

as

coordinated series of efforts built around a single theme

and designed to reach a predetermined goal of success.
Careful planning is exercised in coordinating advertising,
sales promotion, public relationing and publicity. The
budget of promotion is set as a percentage of past and or
anticipated sales. It is astonishing that Dalda has effectively
stayed in the market for decades and has competed with

Kashmir, Tullo and Gul in the past. Presently Shama, Gulab,

Khyber and many other products in the market are
competing Dalda. The issues pertaining to health have
effected the market and cooking oil with low cholesterol
has become a fashion. Even Daldas producers with the
name of planta are producing oil for cooking. The Daldas
share in the market has increased and it is in if the cooking
oil are considered separately. The price, promotion,
physical distribution and product planning have been well
established and maintain its effectiveness interns of
revenue for the Liver Brothers.