Assignment

M FAHID RAZA FA14-BSD-011

Submitted to: MS zenaat Jabaar

[Type text]

CREATIVE BRIEFDALDA COOKING OIL

OBJECTIVES:

Dalda begins in early 1930’s In 1999 Unilever acquired International Technology to evolve Dalda

Banaspati to Dalda VTF In July 2004 Unilever Pakistan sold its "Dalda" brand to Westbury Group The company entered the pure-oil segment in early 2007 Dalda is positioned in the minds of target customers because it is the only

brand that is, UNESCO recommended vitamins quantity World Best Quality Only Brand that offers VTF Only brand that is exported to European Union Countries

TARGET MARKET:

1 Age: years2 Wants to look slim and smart3 Belonging to SEC A and B4 Housewives/working women5 Take great pride in their homes6 They want their family to be full of life7 Educated8 Health conscious

BENEFITS & SEGMENT PROFILE:

Dalda VTF BanaspatiDalda’s journey into the lives of its consumers started

almost 60 years ago when Dalda’s food scientists pioneered a way of

preserving the goodness of vegetable oils in a manner which not only

preserved the taste of desi ghee but was a healthier alternative cooking

medium- thus Dalda Banaspati was born.

2

Over time keeping in line with the changing consumer needs Dalda Banaspati

evolved to become Dalda VTF Banaspati. Dalda VTF Banaspati is the only

banaspati in Pakistan which is Virtually Trans-fats Free (VTF).

Trans-fats cause significant and serious lowering of HDL (good) cholesterol

and a significant and serious increase in LDL (bad) cholesterol; make the

arteries more rigid; cause major clogging of arteries; cause insulin resistance;

cause or contribute to type 2 diabetes; and cause or contribute to other

serious health problems. This is why a worldwide campaign against Trans-fats

has led to a ban on its use in major developed countries. However such

realization in countries like Pakistan will take a while but Dalda complies with

worldwide quality standards and hence Dalda Banaspati is Virtually Trans-fats

Free since 1999.

Any ordinary banaspati brand contains up to 25% of these harmful Trans-fats;

however Dalda using its International Technology and Expertise has

reduced the amount of Trans-fats in its banaspati to less than 1%. This makes

Dalda VTF Banaspati the healthiest banaspati available in Pakistan.

Customer Satisfaction SurveyQ: Name top 3 FMCG Distribution  companies in Lahore.

# 1 # 2 # 3

AML33%

Bin Dawood19%

Consolidated17%

3

[Type text]

Q: How do you rate working relationship with AML?

V.Good Good Above Average

32% 53% 16%

Q: Do you get credit from AML?

YES NO

68% 32%

Q: Are supplies made on time/as per schedule.

Always Most of Time Never

53% 42% 5%

Q: Are supplies made according to order booked.

Always Most of Time Never

63% 32% 5%

Q: Does salesman pass on Scheme/Trade.

YES NO

95% 5%

Q: How do you rate the behavior of salesman.

Very much cordial Cordial

52 42

Q: Does salesman attend your complaints.

YES NO

95% 5%

APPEALS:These appeals are included in this Dalda cooking oil ad.

Adventure appeal Scarcity appeal Brand appeal

4

FRAMEWORK:

These appeals are used in this ad as:

The adventure appeal because it directed towards giving the impression that purchasing a product will change the life radically and fill it with fun, adventure and action.

The scarcity appeal because this ad is based on limited suppliers or for the limited time period for purchase of product.

The Brand appeal used because those who are brand conscious and wishes to choose particular products to make a brand statement.

5