THE SAFFOLA JOURNEY

CHALLENGE

Retrospective

Transforming a brand known for its health benefits for heart patients

Perspective

…into an cooking OIL brand that will be consumed by all people of all age groups.

PRELIMINARIES

BRAND IMAGE

1.Problem – Solving Brand

2.Higher PuFA (poly unsaturated fatty acid) used in marketing efforts

3. Consumers basically urban dwellers above 45.

4. Heart Patients forming the chunk of customers base.

5. Costly and to be taken on doctors recommendation

Desired Brand Image

Healthy and Tasty Oil for entire family

Current Kapferer’s Prism

Desired Kapferer’s Prism

92, The Ad Campaign played up the fear element and established the heart specialist image.

Market shrunk in size

Only patients & 40+ age group

98, SAFFOLA TASTY was launched, because of shortage of Safflower crop, but was advertised as a blended version of Saffola with taste of Corn Oil.

The Saffola Ad-Journey

00, The launched an ad campaign focused

on all age groups healthy living the timing was

premature as the health concern crowd was still in its nascent stage, so it again back fired.

04, they again went back to advertising saffola as a supplementary measure against heart disease minus the grave consequences.

The Saffola Ad-Journey

TRANSFORMATION

SWOT Analysis

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Higher PuFAHigher Recall ValueMost trusted Brand

Compromise in Cost

R & D on taste extracts.

360 degree marketing

Prescription Brand TagFear FactorHigher CostTaste IndifferenceNo direct Emotional connection.Inefficient Segmentation

Sundrop Competition

Repetition of 2000 scenario.

Negative

Internal factors

Externalfactors

Positive

Competitor AnalysisEdible Oils

Vanaspati

Cooking Oil

KardiGround

NutMustar

dSunflow

erOthersSoya

9% 2%23%

14%

9%43%

MAIN COMPETITOR ANALYSIS

Category Saffola Sundrop

Pricing Rs 90 – 150 Rs 75 – 130

Products and ingredient

Saffola Gold 1. Rice Bran – 80% 2. Safflower Oil – 20%Saffola TASTY 1. Safflower Oil – 80% 2. Corn Oil – 20%

Sundrop Heart 1. Rice Bran – 80% 2. Sunflower Oil – 20%Sundrop Goldlite 1. Sunflower – 60% 2. Corn Oil – 40%

Steps in Transition

Saffola “Aaj se”

THE HEALTHY OIL-TERNATIVE Main Idea:-1.Repositioning of the brand by reducing

the fear factor.2.Targeting the 30-40 age group

customers, especially working professionals.

3.Softening the tone of their ads.4.Reiterating the fact that Indian men are

more prone to heart diseases.

Steps in Transition…

Other Steps Taken:-

Dial-a-Dietician Laughter Olympiad Targeting female audiences

OUR SUGGESTIONS

Change in Ad – Campaign:

Highlighting the qualities of Safflower Oil. Grown without pesticides. Ad cultivating more family values to appeal to the

emotional quotient:

Could add the taste factor by increasing the corn oil content. It can also be improved by effective R&D work.

Can be used in Cookery shows.

Could suggest recipes which are tasty and healthy on the packets.

OUR SUGGESTIONS

Safflower (Kardi) Oil:

High in Mono Saturated Fat This has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels. It has very high amount of vitamin E

naturally, about 34%. Safflower also aids in weight loss and

its maintenance.

THANK YOU