HABIB COOKING OIL

BRANDBRAND INTRODUCTION INTRODUCTION

Habib is one of the two giants in the edible fat industry.

Habib’s brand identity is “Habib cooking oil and Habib Banaspati ghee”.

Habib brands are customer caring brands and of high relationship with customers.

BRANDBRANDINTRODUCTIONINTRODUCTION

Habib is doing very well in the market, it has a clear edge on the other brands and enjoys consumer confidence and trust.

MARKETING MIX

MARKETING MIXMARKETING MIX

PRODUCT.

PLACEMENT.

PRICE.

PROMOTION.

PRODUCTPRODUCT

Habib has a wide range of products and extensions like Habib cooking Oil, Habib Banaspati Ghee,Super Habib Oil,Nayab Canola Oil, Nayab Banaspati Ghee,Habib Soya Supreme and Sunflower.

Habib cooking oil is slightly darker in color and thicker in consistency compared to others.(Dalda, Rafhan)(MRL 2/5).

Habib Banaspati is very much close to pure ghee. (MRL 2/5).

PLACEMENTPLACEMENT

Habib has widely placed its product throughout Pakistan.

The placement is according to the usage and requirement of the customer.

Their major cities are Karachi,Lahore,Faisalabad,Multan,Pindi/Isl,Hyderabad.

PRICEPRICE

PROMOTIONPROMOTION

All the promotion work comprises of Ad campaigns, Lucky Draws, Banners, Hoardings, Billboards.

Habib’s slogan in their ad “YEH DIL KA MAMLA HAI” shows their emotional attachment to their valued customers.

Monthly cookery contest is one of the Habib regularly based campaign and last for 16 years.

PROMOTIONPROMOTION

At the end of the contest a lucky winner will win a brand new car.

Habib is also promoting its brands from billboards and hoardings placed at main commercial sites of Karachi and other cities.

SWOT ANALYSIS

SWOT ANALYSISSWOT ANALYSIS

STRENGTH.

WEAKNESSES.

OPPORTUNITY.

THREATS.

STRENGHTSSTRENGHTS

One of the major strengths of Habib is their huge market reputation and brand equity in the market.

Habib is one of the two giants in edible fat industry.

Habib’s is far much better than the others.

WEAKNESSESWEAKNESSES

Even the quality is good but still the color and the thickness of the Habib oil is a matter of consideration as it is different from other in the market.

The ad of Habib lack in concern with children’s health and all the ad campaign target the entire family not especially the children.

OPPORTUNITIESOPPORTUNITIES

There are lot of opportunities for Habib to grow as they are giving extensions to their existing products.

Growing population and awareness of the products are also one of the major opportunities for Habib to prove its quality and nutritional benefits of ingredients.

YEH DIL KA MAMLA HAI shows emotional attachment as well as health benefits.

THREATSTHREATS

Besides opportunities there are some threats for Habib.

Firstly the promotion of new products under the name of Habib like NAYAB OIL.

NAYAB OIL is available only in pouch and considered as inexpensive and old fashioned.

Being not good promoted its inclusion in the banner of Habib may hurt the equity of Habib.

THREATSTHREATS

All other brands highlight the importance of the technological tests and proofs in their Ads and campaign unfortunately Habib stuck to old fashioned family oriented criteria.

Should clarify the concept of DOUBLE REFINED, as people think its been treated at high temperatures.

COMPETITIVE ANALYSIS

COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS

There are some strong and weak competitors of Habib.

PLANTA OIL, DALDA OIL, RAFHAN CORN OIL, SUFI OIL, SUFI SUNFLOWER OIL, SUFI CANOLA OIL, SUFI SOYA BEAN OIL, SEASONS COOKING OIL, SEASONS CANOLA OIL, SEASONS SUNFLOWER OIL, TULLO LIGHT OIL, TULLO GOLD OIL, TULLO SUNFLOWER, KISSAN CANOLA OIL, KISSAN COOKING OIL, KISSAN SUNFLOWER OIL.

SLOGAN COMPARISONSLOGAN COMPARISON

HABIB COOKING OIL

“yeh dil ka mamla hai”

SUFI

“jo naam hai etamaad ka”

SEASONS

“seasons for all the right reasons”

SLOGAN COMPARISONSLOGAN COMPARISON

KISSAN

“ kissan itna khalis jitna pyar”

TULLO

“amma tullo main bano hamain seehatmand banao”

STRATEGIESSTRATEGIES

Should offer some extra benefits along with the old Habib cooking oil.

New and nice schemes should be encouraged as customer wants some more with less he/she pay.

Ad campaigns need to be changed slightly as it should convey the message for health and nutritional benefits.

STRATEGIESSTRATEGIES People are more aware now about the fact that technology and innovations are must these days for any new and existing

product. Habib should adopt new ideas, new attributes and new design for packaging. ATL and BTL activities for Habib should be of high grades like at the distribution end, all trade offers should attract

distribution channels as well as the consumer.

STRATEGIESSTRATEGIES

Giving hot lines and feedback procedures will gain consumer attraction and confidence.

Habib should organize some social awareness program.

Events and shows should be organize to strengthen public relation.

STRATEGIESSTRATEGIES

From all the slogans, we can clearly see that the only focusing point in all slogan target health and nutritional benefits.Therefore its better for Habib to enhance its nutritional benefits and supportive technology.