SWOT Analysis:

Strengths:

 Dalda had already established its brand name.

 Prepare in hygienic environment.
 Attractive Packaging.
 Effective marketing staff.
 Some already exist so reduce initial plant cost.

Weakness:
 Initial production cost is high due to lack of awareness of sales
rate.
 Staff expanses increases as more staff is added.
 Initial net profit is lower.
Opportunities:

 More than 50% of market share.

 Loyal customers already exist.
 Pre-existing advertisement channel.
 Distribution channel already exist. So it is easier to reach out to
the market.
Threats:
 In this segment strong and large number of competitors already
exists.
 Price war.
 Easy entry for big players.
 Retailer will purchase less quantity as it is new product.
Promotion strategy:
We are going to do both types of promotions i.e. personal and non-
personal. In the personal promotion, firstly we are going to conduct
workshops and seminars for the distributors regarding our new
product. This will make the distributors aware of our new product
which eventually is going to help the product make its way into the
market. Secondly, we are going to hire salespersons on daily wages
that are going to do the publicity of our new product in-person at
different stores e.g. Hyperstar, Jalal Sons etc. In other words, these
salespersons are going to draw the attention of the customers that visit
the lentils’ section in the stores.
In non-personal promotion, firstly we are going to run commercials
on TV channels as there is large audience who watches TV. Secondly,
we can also use the social media platforms for the advertisement of
our new product e.g. Facebook Ads. On the other hand, YouTube is a
very influential platform for the publicity of anything. Our strategy is
to sponsor a Vlogger to visit our plant and shoot a video. Apart from
these publicity approaches, we can also run commercials in Game
Shows e.g. Jeeto Pakistan and Inaam Ghar Plus. Sending text
messages to random phone numbers in a specified region is also a
good incentive. We are going to give incentives to salespersons after
they reach a specific target of publicity and sale e.g. Umrah package,
Vacation trips etc. Cross-promotion will boost the publicity of our
new product e.g. we can do cooperative marketing with some Masala
brand like Shan, National etc. We can also add coupons e.g. free
snacks in our lentils’ packaging.
 TV advertisement

Channels Cost/day (Rs)

Hum TV 2,141,300
Masala TV 156,600
Geo Entertainment 1,258,100
ARY Digital 1,606,100
Total 5,162,100

Target Audience 3,000,000

Consideration 2,000,000
Trial 1,000,000
Loyal 500,000
Loyal 500,000

Daal Daal Kalay Safad Lobhia Sabit Total

Masoor Moong Chanay Chanay Masoor
Trial 400,000 200,000 100,000 100,000 100,000 100,000 =124,000,0
*130 *115 *130 *110 *170 *80 00
=52,000,0 =23,000,0 =13,000,0 =11,000,0 =17,000,0 =8,000,00
00 00 00 00 00 0
Loya 200,000 100,000 50,000 50,000 50,000 50,000 =62,000,00
l *130 *115 *130 *110 *170 *80 0
=26,000,00 =11,500,0 =6,500,00 =5,500,00 =8,500,00 =4,000,00
0 00 0 0 0 0

Total benefit from campaign=186,000,000 Rs

Cost of Campaign (1 month)=154,863,000
=(186,000,000-154,863,000)/154,863,300
=0.201 (-20%)