Dalda - the Brand, Legacy, Challenges and Solutions

Topics: Cooking oil, Fat, Nutrition Pages: 2 (443 words) Published: June 22, 2011
Dalda Strategy

Dalda is a brand of hydrogenated vegetable oil popular in South Asia. The substance was originally imported from the Netherlands in the 1930s by the trading company Dada Limited. When Hindustan Lever Limited wanted to brand it, the trader, who still retained a commercial connection with the product, said it had to be named after his company. HLL wanted to include the letter 'L' in it for Lever (of the Unilever group), and thus was born one of the longest-living brands in India. Dalda, which came to be synonymous with the Vanaspati (hydrogenated vegetable fat) genre, was recently extended to a range of edible oils. Hindustan Lever has since sold the brand. Bunge Limited now owns Dalda, offering new variants of Dalda in India. Bunge being the largest manufacturer of bottled oils in the world has now extended the Dalda brand name to its range of refined and filtered oils in India.

Target Market for Dalda:
• Higher and Middle Income Class Group.
• Health conscious men and women.
• Essentially the housewife of any middle class family (25 – 45 years), since she is primarily responsible for the commodity and vegetables shopping requirements for the month.

Benefits of Dalda Consumption:
• Soya oil is inadvertently a popular choice because of its proven health benefits and is especially good for the heart. • Dalda is rich in Omega-3 fatty acids that are believed to help in brain development.  • It is also fortified with Vitamin A & D - Dalda Soyabean oil is the best oil for your entire family. • Furthermore, it is also the richest source of Vitamin E among all refined oils (containing natural antioxidants).

Budget Stated:
• Rs. 4 Crores Media.
• Rs. 45 Lacs Production.

Modes of Communication suggested:
• Primarily, Dalda cooking Oil should be advertised via Television commercials – especially on channels such as Star Plus, Colors, Zee TV and Sony, where woman / family oriented television programs...
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