UNIVERSITY OF KHARTOUM

MBA 2020
PRINCIPLES OF MARKETING ASSIGNMENT
DAL FOOD COMPANY

Authors:

1. Rand Izzeldin

2. Aisha Abdelsalam Sabra

About DAL Food:
Sayga Flour Mills: The biggest wheat milling facility in Sudan and the region with an
annual capacity of over 1 million MT per annum

DAL Food Industries (DFI): the sole bottler and distributor for The Coca-Cola Company
brands in Sudan, and the owner of the leading water brand in Sudan (SAFIA). The
factory produces around 700,000 Liters of drinks everyday.

Nobo Pasta Factory: The biggest and the leading PASTA factory in Sudan

DAL Dairy Factory (DDF): Established in 1997 is the market leader with a wide range of
Dairy products .

The Animal Feed Factory (KAFI): was established in 2009, the leading feed
manufacturer in the country
DAL FOOD – Consumer Products
Consumer
Flour

Dairy

Among DAL Food Products we choose

SAYGA company and we will be
discussing their wheat flour product
Pasta range.

Carbonated
Soft Drinks
About DAL Food Consumer Flour:
• Sayga is Sudan’s premier flour brand, and DAL Food is the most dynamic and successful
milling operation in the region. DAL Food entered the milling industry in 1996 with the Sayga
brand and bakery flour as its flagship product.
• The wheat and sorghum flour products are made using highly sophisticated Swiss machinery
from the global leader, Buehler, and all products are packaged to satisfy the needs of both the
retail and industrial food sectors.
• Its believed that DAL food controls more than 80% market share of the total flour market size,
their product have high penetration and awareness rate across Sudan.

Source: DAL Food website, Interviews

Segmentation & Targeting
• Market Segmentation: Market segmentation is a process of dividing the market into a
more related segments based on certain parameters like geographic, demographic,
psychographic and behavioral.
• Overall about 80% of SAYGA flour sales is in 50KG packs while the remaining 20% is in 1 KG
Packs.
• DAL Food Consumer Flour Segmentation: Two Segmentation bases are being adopted:
1. Usage rate: Overall SAYGA company based on the size of usage, the pack their
products into 2 main sizes
• 50 kilogram packs mainly targeting bakeries, restaurants & hotels and
• 1 kilogram packs which targets the household consumption
2. Type of Usage (Application): DAL food also segmented their markets by type of
USAGE, they have customized products for the different specific uses (Kisra,Gurasa,
Baking, and sweets)

• Targeting: The pack Size is reflecting the targeting strategy SAYGA is adopting as its made
to target a specific segment in the market:
• 50KG packs: is Targeting industries and bulk use, mainly (Bakeries), this is apparent as
the type of flour packed in 50 KG is mainly used for bread, and the size could only be
used by an Industry
• 1KG Packs: is targeting the middle class household use, which is apparent in the price,
size and type of flours packed.
Positioning & Unique Selling Proposition:
• Positioning: After the company conduct internal and competitive analysis, it attempt to tailor the
marketing mix to position their product correctly in the consumer minds in relation to
competitors, making the product more appealing to its target consumer segment.
• The product positioning is enhanced by a Unique Selling Proposition, to make the company value
proposition different and unique relative to the competition, this can be done by don’t by tailoring
the different marketing mix.
• SAYGA flour products are positioned as Hygienic, high quality, healthy, affordable, attractive and
available. SAYGA value proposition and marketing mix are tailored in a way that its very difficult
for the competition to imitate:

• Product: High quality raw materials, state of the art manufacturing capability, product
innovation, and outstanding performance and quality.
• Price: Their products prices although higher than competition but reflects the value the
consumer gets from the products, which explains the high market share despite the high prices
• Promotion: The packaging of their product is outstanding and neat, SAYGA is also using state
of the art below the line and above the line marketing, this is very apparent in the quality of
advertising and the promotional materials they are using
• Place: SAYGA has the biggest distribution fleet in the country making sure their products reach
every channel and location across the country which also one of the reasons why they have the
highest market share.
SLOGAN

High Quality Food To All of Sudan People

Slogans

Slogans are an important part of a brand’s marketing

strategy that helps them differentiate their product, they
are a memorable, short series of words for existing/
potential customers aimed at summarizing the brand’s
product appeal, they make or break the brand image, they
are crucial because you witness them before trying the
actual product
What makes a good slogan?
because psychologists believe that it takes about 7
seconds to form a good first impression, there for the
slogan must be catchy and brief
Indelible : a slogan must be catchy so it can get stuck in
the brain of consumers and have a direct link to their
brand
What’s the aim of slogans?

Makes the audience stop and think

Makes your brand stand out from the crowd
Increases product demand
Promotes a campaign not only for single but possibly a range of
products
Creates a positive image about the product
How to write a slogan?
1. Identify your purpose, what are you selling, are you aiming for cherity
or profit, who’s your target auidience etc..
2. Select a type of slogan, whether you want your slogan to be serious
or humorous, comanding or emotive or even smerky
3. Killer phrase, after step or 2 you would have a good set of words that
u could use in your slogans
4. Keep it short, original and believable, don’t copy or immitate anyone,
and don’t over promise you don’t want to sound old or derivative or
phony
Seiga slogan
High quality food to all of sudan
The seiga slogan captures the essence of what they sell, which is flour in
all its kinds and forms, from all purpose to semolina , their slogan
promises quality, which implies that their product is made from high
quality wheat
Second, the second part (food to all of sudan) implicitly expresses that
their product is affordable to all sudan’s citizens all high/middle/ low class ,
it also implies its availability in every local store and grocery store/super or
hyper market, which makes purchasing this particular product very
convenient
Seiga slogan

Second, the second part (food to all of sudan) implicitly

expresses that their product is affordable to all sudan’s
citizens all high/middle/ low class , it also implies its
availability in every local store and grocery store/super or
hyper market, which makes purchasing this particular
product very convenient
Seiga slogan

In conclusion, the seiga campaign slogan fits the criteria

for smart slogans, in a sense that it’s short and straight to
the point, it is both truthful and honest, and inclusive to
all the messages they want to deliver, and the image they
want to convey.
other products
As we know Sudanese cuisine is varied by region, and greatly affected
by the cross-cultural influences in Sudan throughout history.
Dal food produced some traditional product from our culture.
Excellent packing, the products are export abroad that makes every
Sudanese outside Sudan feel at home by cook what he want other
products
 Zadna products
Tam albait, fatah, or as we say Bosh ,, zadna produced this product to be
easy for every Sudanese to enjoy the taste of Bosh everywhere, even if he
is outside
Zadna products
I don’t think that there is a Sudanese who does not know Sakhina or did
not enjoy its taste one morning for breakfast
Zadna produced sakhina Tam albait
Zadna products
In Ramadan, the Sudanese eat porridge with the "mellah" and cook it
from lightly fermented cornmeal
Zadna make the cooking easy by Asida Tam albait
Zadna products
Sudanese cuisine is famous for its many distinctive dishes, and the fried
salt is one of the main foods in Sudan, which is served in family gatherings
and in the blessed month of Ramadan and other other occasions minerals
Zadna exceeded our expectations with this product