Pakistan edible oil and fats is dynamic market with share of branded and unbranded of 50 to 50. In the branded segment of cooking oil account 30 percent and Banaspati and Ghee account for 70 percent of that market.

Edible oil and fats market major player are dominating with brands of Soya Supreme and Dalda. They have got relatively big portion of market.

Habib Oil Mills (Pvt.) Limited established in 1955, and is the largest FMCG Company exclusively in the vegetable oil & fats sector in Pakistan. The company produces premium brand cooking oils and hydrogenated cooking mediums. It launched its cooking oil with the blend of Canola, Soyabean and Sunflower. After that, they launch came up with positioning that relate to health as oil ingredient as prescribed by doctors healthy. The result is tremendous Habib cooking oil got 38 percent of the market with the increase of 80 percent of revenue of firm. With this competition become tough when the Dalda Soya Supreme and Habib Oil come head to head with each other. Due to this competition increased by consumer promotion which ultimate objective is to prevent consumer from switching to other brands. After long time of competition prices settled and consumer promotion stops with view that consumer do not switch but look for niche for switching.

Basic strategy in the mind of Habib Oil executives and brand manager is to enter in to the segment of Edible oil and fats market that is relatively attractive for the consumer for health point of view. Also that branded oil segment of Edible oil and fats market has potential of more brands. With the innovation of blended oil which really hits the segment of Oil. Improve promotion strategy when competition was at its top and positioning that depicts that product is health will lead health image in the mind of consumers.