Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Ms. Rakhshanda Mustafa, Scholar in Residence, Department of Marketing

Project Coordinator (Internal)

Syed Zeeshan Arshad

Project Coordinator (External)

Mr. Abdul Wasay Khan, Senior Brand Manager, Dalda Banaspati

Client

Dalda

Committee Member 1

Mr. Yaseen Ahmed Meenai, Project Reviewer, Department of Mathematical Sciences

Committee Member 2

Dr. Muhammad Shafique, Program Director MBA & Executive MBA, Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords

Consumer, Loyalty, Inconvenience, Reusability, Functional Benefits, Emotional BenefitsStrategy

Abstract / Summary

The rising need of affordable, recyclable, and more customer acceptable packaging materials have posed a significant shift in the company Dalda Banaspati Ghee’s tin pack packaging from modern HDPE jars. This paper not only reveals how this transformation is possible but also reveals the subsequent benefits including enhancement of consumer preferences, reduced costs and brand perception.

Even though tin packaging is associated with being iconic, it comes with high costs, a heavier weight, and little ergonomic appeal. However, tin packaging has drawbacks in price, usability, and availability, as well as static structural quality; HDPE jars possess features in price, stability, usability, and current consumer preference for improved ergonomics than tin packaging.

In addition, it is appreciated that HDPE jars are comparatively eco-friendlier than tin since the latter is more difficult to recycle. This paper also reveals consumers’ expectations in packaging ease, taste preservation, and final product experience when studying the negative factors that contributed to tin packaging’s waning allure. Applying descriptive research approach, this study administers questionnaires on more than 450 sampled households in 20-45+ years of age and different income brackets. It was possible to identify ideas on chosen consumer limitations like the price or the corresponding customer demands like convenience, cost efficiency and reusability. This analysis gives consolidated and detailed understanding about the consumer choice about the product and the packaging.

The study affirms that HDPE jars are current to the market by satisfying new user needs and thus more ergonomic and fairly more economical than tins. The study offers possible solutions such as how to modernize the Dalda Banaspati sub-brand, tips on how to add value to the final product and consequently increase its profitability through cost-optimization and multiuse of the product. These are the knowledge with the help of Dalda can face the market issues, improve its packaging and leading the position in the ghee segment.

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Available for download on Wednesday, September 27, 2028

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