Details

Case

Educator Copy

Dalda

Nudah Hasan, Wasim Azhar


INDUSTRY : Foods

AREA : Marketing

ORGANIZATION : Dalda

LENGTH : 21

LUMS No : 04-810-90-1

PUBLICATION YEAR : 1990

DESCRIPTION

KEYWORDS:

Dalda,Foods,Marketing,Product Manager,Edible Fats,Lever,Cooking Oil,Promotion,Brands,Competition,Banaspati


DESCRIPTION:

The Group Product Manager for Edible Fats at Lever had to design a new media campaign to expand the market for cooking oil, and also persuade brand-loyal users of Dalda Banaspati (hydrogenated oil) to switch over to Dalda cooking oil. The case raises the interesting issue of how a company had to devise promotion for two brands that might be competing.


LEARNING OBJECTIVES:

N/A


SUBJECTS COVERED:

Marketing