Details

Case

Educator Copy

DALDA

HASAN N, AZHAR W


INDUSTRY : FOODS

AREA : Marketing

ORGANIZATION : -

LENGTH : 21

LUMS No : 04-810-90-1

PUBLICATION YEAR : 1990

DESCRIPTION

KEYWORDS:

Advertising campaigns, brands, communication strategy, market definition


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