1. SYOPISIS
● Dalda is the product of Lever Brothers Pakistan Ltd. Which has recently changed its
ownership to Unilerver (Pakistan) Ltd.
● The Lever Brothers or Unilever has a Product line comprising of Surfexcel, Yellow
Lable (Tea), Lifeboy, Lux, Surf, Ariel Etc.
● The pricing of the product is in the range of middle class but also is liked by upper
income strata group.
● The product has a long standing of 30 years and has completed with products like
Tallom, Kashimir, Gul etc.
● Promotion strategy aims at mothers and childrenand the punch line goes “Jehan
Mamta Wahan Dalda” or where there is mother hood there will be Dalda.
● The Physical distribution ot he product is indespread and it is available to the
interested buyer in 2½ kgs, 5 kgs and also 1 kg plastic packing.
● It targets multiple segments but these segments include middle and above middle
income groups.
Dalda is product by Lever Brothers Pakistan Limited (Telephone No. 111-787-787). There
are various environment forces that in finance the marketing activities of Lever Brothers.
External Forces which are largely uncontrollable by the priducess and internal generally
controllable by management. Dalda’s producer’s manages its marketing system within this
external and internal environment. To start with management of Lever Brothers have set up a
system for environmental monitoring-the process of gathering and evaluating environmental
information. Six broad variable constitute the external environment that grnerally can nbot be
controlled by Lever Brothers. It includes Demographic conditions, economic conditions such
as business cycle, inflation, and interests rates. Lever Manageemnt is aware of theses macro
influences. They are having intimate knowledge of the various types of competition,
competaive structure, social and cultureal forces, cultureal changes, political and legal force
and technology.
The external environmental factors comprise of suppliers, marketing intermediaries and the
market itself. It is note worthy elements of the producers of Dalda’s marketing system are
being controlled to an extent. Simultaneouldy the non marketing resoureces within Lever
brothers such as production facitlities, personael finances, locations, research and
development and the imge as a companry are inthencing the marketing system of Dalda. The
aforementioned variables are generally controllable by the management of the Lever Brothers
Pakistan limited.