saffo la jourey
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THE SAFFOLA JOURNEY
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Retrospective
Transforming a brandknown for its healthbenefits for heartpatients
Perspective
into an cooking OIL
brand that will beconsumed by all peopleof all age groups.
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BRAND IMAGE
1.Problem Solving
Brand
2.Higher PuFA (polyunsaturated fattyacid) used inmarketing efforts
3. Consumersbasically urbandwellers above 45.
4. Heart Patients
forming the chunk ofcustomers base.
5. Costly and to betaken on doctorsrecommendation
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Healthy and Tasty Oil for entire family
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00, The launched an ad campaign focused onall age groups healthy living
the timing was
premature as the healthconcern crowd was stillin its nascent stage, so itagain back fired.
04, they again went back to advertising saffolaas a supplementary measure against heartdisease minus the grave consequences.
The Saffola Ad-Journey
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TRANSFORMATION
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S
TRENGTHS
W
EAKNESSES
OPPORTUNITIES
THREATS
Higher Recall
Value
Most trusted
Brand
Compromise in Cost
R & D on taste
extracts.
360 degree
marketing
Prescription Brand TagFear Factor
Higher Cost
Taste Indifference
No direct Emotional
connection.
Inefficient Segmentation
Sundrop
Competition
Repetition of 2000
scenario.
Negative
Internalfactors
Externalfactors
Positive
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EdibleOils
VanaspatiCooking
Oil
KardiGround
NutMustard
Sunflower
OthersSoya
9% 2%23%
14%
9%43%
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Category Saffola Sundrop
Pricing Rs 90 150 Rs 75 130
Products and ingredient Saffola Gold1. Rice Bran 80%2. Safflower Oil 20%
Saffola TASTY1. Safflower Oil 80%2. Corn Oil 20%
Sundrop Heart1. Rice Bran 80%2. Sunflower Oil
20%Sundrop Goldlite
1. Sunflower 60%2. Corn Oil 40%
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Saffola Aaj se
THE HEALTHY OIL-TERNATIVEMain Idea:-
1. Repositioning of the brand by reducing the fearfactor.
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.
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Other Steps Taken:-
Dial-a-Dietician
Laughter Olympiad
Targeting female audiences
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Change in Ad Campaign:
Highlighting the qualities of Safflower Oil.
Grown without pesticides. Ad cultivating more family values to appeal to the emotional
quotient:
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Could add the taste factor by increasing the corn
oil content. It can also be improved by effectiveR&D work.
Can be used inCookery shows.
Could suggest recipes which are tasty and healthyon the packets.
OUR SUGGESTIONS
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High in Mono Saturated Fat
This has the highest levels
of Linoleic acid, an
omega-6-polyunsaturatedfatty 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 itsmaintenance.
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THANK YOU
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