“Good Health, Great Taste…”

SHOAIB ANWERMarketing Executive

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Overview…1

What’s In?

Targeting Behavior

What’s Out?

Hugh Imports

The World is Local

High Consumption

Loyal Customers

Brand

11% Edible Oil Market

Premium Segment

Our approach to doing business, is the drive to serve consumers in a unique and effective way.

48% Unbranded Market

Intense Competition

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Early Adopters/Pioneers

Mass Market/

Followers

End of Life

Number of

customer

Market Summary2

Values

Need & Trends

Growth

Demographics

Target Market

Cooking Oil

Vanaspati

Planta

MelangeTullo

Time

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Market Share3

52%

48%

Branded

Unbranded

Total Edible Oil Market

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Market Share3

Habib Oil Mill -

Habib, 13%

Dalda, 11%

Wazir Ali - Tullo, 3%

ATM Gases - Soya Supreme,

2%

Sufi Group - Sufi Cooking Oil,

0.5%

Paracha Textile - Meezan/ Kissan,

0.5% Loose & Other Small Branded

Cooking Oil, 70%

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Strengths

Respectable Position

Brand Name

Dalda Slogan

Market Leader

Loyal Customer

Efficient SCM

Production Facilities

SWOT Analysis4

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Opportunities

Setting Refineries

Export Potential

Institutional Sellin

g

Departmental Chain

Production of Raw Material

Untapped Rural Market

SWOT Analysis5

Unbranded Edible Oil

Lack of R&D

Centralized Decision makingNew Entrants

Low Price Market

Intense Competition

Smuggling of unbrandedOil from Afghanistan

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Weakness&

Threats

SWOT Analysis6

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KSF7

Number of new customers per

year

Successful new product

introduction

Successful promotion programs

Strong supplier network

Strong distribution network

Low cost structure

Successful product positioning

High operating capacity

utilization

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Cost Based Pricing

StrategyIntensive

DistributionReminders,

Sponsorships,

Step 1

Step 2

Step 3

8Marketing Strategy

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Financial Projection9

Breakeven SalesBreakeven sales =1525 units /galBreakeven Sales = 4361 Million

Projected net income %2014 = 9.5%

2015 = 15.0%2016 = 13.8%

2013 2014 2015 20160

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1000

1500

2000

2500

Projected Sales

Column2

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Balanced Business Scoreboard10

InitiativeAcquiring Tullo has helped

Dalda to broaden its market and increase profits

MeasuresCapture more rural markets

Drive out cost to increase profit

ObjectiveIncrease Profits & ROI

TargetIncrease Profit by 15%

Pitfalls of Strategy

Corporate Culture

Budgets

Supportive Structure Strategy

“Creating Value Chain…”

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Thanks