Case
DALDA
INDUSTRY :FOODS
AREA :MARKETING
ORGANIZATION :-
LENGTH :21
LUMS No :04-810-90-1
PUBLICATION YEAR : 1990
DESCRIPTION
ABSTRACT:
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.