MARKET SEGMENTATION:

Market segmentation at the level of “segment marketing” will be practiced for Dalda in
order to increase targeting precision. It is recognized that buyers differ in their wants,
purchasing power, geographic locations, buying attitudes, and buying habits. However, it
is not possible to customize the offer/communication bundle to each individual customer.
Therefore, Dalda will try to isolate some broad segments that make up the market for
different items on its product line. For example, health conscious consumers for Dalda
cooking oil with vitamin E. Similarly, modern working women looking for convenience
for the Dalda flavored oil .

Basis for Segmenting Consumer Market:

Geographic Segmentation:
The market for oil and banaspati is highly commodity driven. Moreover, the perceived difference
between various brands is very little. Therefore, Dalda has to ensure easy access and availability
or else it would lose out to competitors.
Geographical locations:
Karachi, Lahore, Hyderabad, Faisalabad, Islamabad and Multan.
The neighbouring areas of these metropolitan cities also report to the above mentioned six
branches.

Demographic Segmentation:
The target audience will be primarily females starting from the age of 20 to round about 45 years
of age.
For Dalda banaspati and cooking oil the income strata would be Rs. 4000/- plus. However, the
new flavoured oils would be targeted at the upper strata of Rs. 10,000/- plus. As the loose
oil/banaspati consuming segment comprises around 50% of the market, therefore, Dalda junior
would continue targeting this segment.

Psychographic Segmentation:
The entire product range would be targeted at females leading a trendy and modern lifestyle.
Flavoured oils would especially be marketed to working women looking for convenient and
smart recipes.

Behavioural Segmentation:
We will try to increase the occasions of oil and banaspati consumption.
Soon after Moharrum the marriage season will begin. This will be a good opportunity to cash on
the seasonality effect.Through the introduction of flavoured oils, we will be inducing new usage
patterns.Can be used for sauntering vegetables, sea foods and meats and marinating meat.
 

Variable Typical Breakdowns

Geographic
Region Country-wise, province-wise, city-wise, etc.
Demographic
Age Under 25, 25 – 45, Over 45
Gender Male, Female
A – F Households with Class A households
Income having the highest income and Class F having
the lowest.
Uneducated, Primary School, Matriculation,
Education
Intermediate, Bachelors, Masters, PhD.
Psychographic
A – F Households – A being Upper class and F
Social Class
being the lower class.
 
Behavioural
Purchase Occasion Regular occasion, special occasion
Benefits Sought Quality, service, economy
User Status Nonuser, ex-user, potential user, regular user
Loyalty Status None, medium, strong, absolute
 

 
 
 
TARGET MARKET:
 
Dalda Cooking Oil, Dalda Banaspati, Dalda olive Oil, Dalda lajawab oil
 
 

Variable Typical Breakdowns

Geographic
Dalda is a nation wide brand. Although its sales
are mainly in urban sind and urban Punjab.
Region
Planta Cooking Oil: Mainly Punjab

Demographic
Age 25 – 45
Gender Traditional female housewife
Households A and B*
Income
Households C**   (Dalda Cooking Oil)
Education At least Matriculation
Psychographic
Social Class Households A and B*
Lifestyle and Personality Dalda Cooking Oil is mainly targeted at
housewives who are more or less in the 25 – 45
age group. This woman is traditional but
educated (at least completed her matric) and
loves taking care of her family. She is caring
and nurturing and wants the best for her family.
She is quality conscious and health conscious
and will be prepared to pay a premium price for
good quality products. She goes for cooking
expertise, good taste and high quality.
 

Dalda Banaspati is targeted at the housewife

who though wants the same taste as desi ghee
wants to provide her family with a healthier
alternative – though she is not totally obsessed
with health considerations.
 

Dalda olive oil targeted customer are

categorized as upper income class and health
conscious people who go for extra health
benefits and are extra cautious about their
 health.
 

Dalda  Lajawab is targeted at  housewives

who are more Health conscious and also want
to win others by the Taste of food served.
 

 
* 
The Class A households are the highest income groups and Class B households are the middle-
income groups. These are the household who are willing to pay a premium price.
 
** by  
introducing 1 Liter Poly Bags, LBPL is now also targeting the lower end of the market i.e.
the Class C Households.
 

PRODUCT POSITIONING:
 

 Dalda cooking oil: The cooking expertise for the whole family.
 

 Dalda Banaspati ghee: Substitute for desi ghee but healthier with the same great taste..
 

 Dalda olive oil: only heath matters, providing extra health benefits.

 Dalda Lajawab: vegetable oil with the taste never felt before and having carry through
flavor not for normal but for special cooking.