The marketing plan outlines strategies to increase market share for a cooking oil company. It analyzes the competitive landscape, identifying Dalda and Habib Oil as major competitors. A SWOT analysis notes strengths in distribution networks and low costs, and weaknesses in number of new customers. The plan proposes an intensive distribution strategy, cost-based pricing, and sponsorships/reminders to promote the brand. Financial projections estimate sales growth and net income increases over three years. The balanced business scorecard sets objectives to capture rural markets, lower costs, and increase profits by 15% through acquiring a competitor to broaden its reach.

1. Marketing Executive
“Good Health, Great Taste…”
2014 MARKETING PLAN
SHOAIB ANWER

2. 2014 MARKETING PLAN
1 Overview…
Our
approach
to
doing
business, is the drive to serve
consumers in a unique and
effective way.
What’s
Out?
What’s
In?

3. 2014 MARKETING PLAN
2 Market Summary
Mass
Market/
Followers
Number
of
customer
Cooking Oil
Planta
Early
Adopters/
Pioneers
Vanaspati
End of
Life
Tullo
Time
Values

4. Market Share
Total Edible Oil Market
Branded
Unbranded
48%
52%
2014 MARKETING PLAN
3

5. Market Share
Habib Oil Mill Habib, 13%
Wazir Ali - Tullo,
3%
ATM Gases Soya Supreme,
2%
Dalda, 11%
Loose & Other
Small Branded
Cooking Oil,
70%
Paracha Textile Meezan/ Kissan,
0.5%
Sufi Group - Sufi
Cooking Oil,
0.5%
2014 MARKETING PLAN
3

6. 2014 MARKETING PLAN
4 SWOT Analysis
Strengths

7. Opportunities
2014 MARKETING PLAN
5 SWOT Analysis

8. Weakness
&
Threats
2014 MARKETING PLAN
6 SWOT Analysis

9.  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
2014 MARKETING PLAN
7 KSF

10. Step 2
Cost Based Pricing
Strategy
Step 1
Intensive
Distribution
Reminders,
Sponsorships,
Step 3
2014 MARKETING PLAN
8 Marketing Strategy

11. Financial Projection
Projected Sales
2500
2000
1500
(Millions)
1000
500
0
2013
2014
2015
Breakeven Sales
Breakeven sales =1525 units /gal
Breakeven Sales = 4361 Million
2016
Projected net income %
2014 = 9.5%
2015 = 15.0%
2016 = 13.8%
2014 MARKETING PLAN
9

12. Balanced Business Scoreboard
Objective
Increase Profits & ROI
Measures
Capture more rural markets
Drive out cost to increase profit
Target
Increase Profit by 15%
Initiative
Acquiring Tullo has helped
Dalda to broaden its market
and increase profits
Supportive Structure Strategy
Budgets
Corporate Culture
Pitfalls of Strategy
2014 MARKETING PLAN
10

13. “Creating Value Chain…”
2014 MARKETING PLAN
Thanks