Dalda Cooking Oil Marketing Assignment

Submitted to Sir Muzzamil Sattar

Characteristics that affect the consumer behavior

Pakistan’s cultural foods are mainly fried and spicy; therefore, this makes the oil essential
ingredient. Dalda is a heritage oil used for long by C class households, loyal to brand (Belief &
Attitude, psychological). In Punjab, subculture of Pakistan, people use Dalda cooking oil for the
taste. Class B households are health and quality conscious consumers. In urban areas, this oil is
mainly consumed by class B households (social). Family plays a central role in affecting Dalda
cooking oil for smells and tastes. Dalda fulfils need of esteem (Personal) of its consumers as it’s
a premium quality product.
Market Segmentation
Geographically, Dalda Cooking oil has segmented market into Karachi, Islamabad, Lahore,
Multan, Faisalabad, Hyderabad and their neighboring areas. Demographically, females (mostly
mothers), age in between 22 to 45 years, are a main segment. In addition, loose oil consumers also
fall into their demographic segment. Psychographically, working women who look for
convenience recipes and modern lifestyle women looking for smart recipes are segmented.
Behaviorally, they have segmented market into marriage occasions after the moharram so as for
the sales to be substantial.

Product Classification: As females, especial mothers, purchase this oil in small amount
regularly, immediately and frequently, the Dalda cooking oil falls into the category of convenient
good.
Product Attributes (Note: We have classified product attributes into its layers: core, actual
and augmented.)
Core Layer: Dalda cooking oil fulfils the needs of cooking.
Actual Layer:
Product The oil claims highest quality which pleases the customers because it is
Quality manufactured on highest standards and with pure ingredients.
Product The Dalda cooking oil is highly refined, adding delicious taste to the dishes with
Features nice coloring and consistency.
Product For Dalda C. oil, design shows how fats and oils are compounded which affect the
Design market and its customers; consistency is medium, whereas vitamins are A,D,E.
Packaging Dalda cooking oil is protected by using poly-bags, tins and bottles, and is available
in these forms.
Branding Dalda Cooking oil has maintained its branding levels i.e. high prestige and quality,
cooking ease, motherly love and tasty food, etc. for so long. ‘Jahan Dalda Wahan
Mamta’
Labelling Dalda cooking oil includes brand name, price, quantity, ingredient details, date of
manufacturing and expiration, logo, etc.
Augmented Layer:
 Good distribution network of Dalda makes the availability of the oil easy and accessible.
 Dalda C. Oil, besides the cooking needs, carries essentials nutrients like vitamins A,D,E
and minerals like calcium
  It assures customers of warranty because of international reputation quality standards.

Excellent

2.9/3
Dalda Cooking Oil Marketing Assignment
Submitted to Sir Muzzamil Sattar

Dalda Cooking Oil’s Perceptual Map

High Quality
Borges Oive Oil

Sufi Oil Canolive

Habib

Dalda
Low Price High Price

Meezan

Kissan

unbranded Oil

Low Quality