Media Strategy for Saffola Masala Oats

Team: Brownie Points Team Members:

Supriya Malhotra

Sneha Iyer

Sayali Chandorkar

Prachi Kelkar

• Breakfast cereal market exploding over the last two years - notably in oats

• Annual sale of oats- growing at 38% while breakfast cereal category- 21.7% growth (Source: Nielsen Report)

READY TO EAT OATS CATEGORY:

• Saffola Masala Oats, No.2 player in oats with a 16 % volume share- A Ready to Cook Option

• Loaded with nutrition, healthier than most commonly available snacks or junk food options.

• Not just a breakfast option, a perfect snack for a light lunch, dinner and mid evening meal. Very convenient and quick to cook.

• Offers variants like

• Classic Masala

• Peppy Tomato,

• Veggie Twist

• It is priced at INR 15/- per packet (43 gms)

SAFFOLA MASALA OATS:

• Quaker Market Leader ,Priced at INR 10/- (28 gms) , Offers both savoury and sweet variants

• Kelloggs ‘Heart to Heart Oats’ Offers basic flavours such as pudina, tomato flavour. Priced at INR 10/-

• Horlicks Classic Masala Oats. Priced at INR 10/-

COMPETITION:

CURRENT DESIRED

DO Consumption of various other brands, no loyalty

Consumption of Saffola-Masala Oats only

MARKETING OBJECTIVE: Increase Market Penetration and TOM and thereby gain Market Share

THINK.FEEL. DO

Increasing health awareness - Healthy food is gaining priority. However, consumers do not have time to prepare healthy meals. They look for Quick, Tasty, Healthy Food options

Saffola Masala Oats - Quick solution for consumers’ Healthy Food Needs

COMMUNICATION OBJECTIVE: To communicate the positioning, Saffola Masala Oats = Quick Healthy Food Fixes

BRAND POSITIONING: Health +Taste

COMMUNICATION STRATEGY

• Weight Manage Karne ka tasty and healthy tarika ( 360o campaign)

• The Other Side (Event and Activation): What is healthy can also be tasty

PAST COMMUNICATON:

• Convert other Oats brands consumers to Saffola Oats while maintaining the parent Brand Equity

BUSINESS OBJECTIVE:

COMMUNICATION INSIGHT :

•Diwali - Biggest festival in Northern India

• During Diwali, Health normally takes a back seat with sweets, beverages , Oily and Shudh Desi Ghee food consumption in large quantities

•Gifting and visiting family and friends- A traditional ritual during Diwali. Offering and eating heavy ‘non-healthy’ food becomes an obligation

•With increasing awareness regarding health, Consumers seek healthy options to balance out the diet and food intake

•Prior to Diwali, consumers occupied with shopping, cleaning etc, along with the usual professional and personal responsibilities towards work and family

• Thus no time and energy to prepare extensive healthy meals and thus look for alternatives

THE BIG IDEA: “Make a Healthy Start This Diwali “

• Reach out to the TG right when they feel the need for a Healthy and Quick food option

• Celebrate the festivity around by not compromising health

• The Media strategy will follow the approach:

• Develop a Need for Healthy Fixes this Diwali

• Offer Saffola Masala Oats as a solution

• Reinforce message via subsequent mediums

• The mediums used for the campaign will reach the message of Healthy Food Options to the right audience in a Quick Manner.

Behavioural

Usage Occasion: For regular consumption

Benefits Sought: Looks for speedy, Quick alternatives

Demographic

Age: 25 – 40

SEC: A B

Sex: Female

Occupation: Working professionals

Psychographic

Values: Family oriented, Focuses on her career but does not want to neglect the family in the process

Lifestyle: Modern, outgoing, Health conscious, , Open to trying new products,

•West and South have shown a higher preference for oats, with Chennai and Cochin recording penetration of 37% and 34% respectively.

•People in North are still rigid about consuming Oats as a food option. But with the working women ratio moving up, there is a need to fill the gaps.

•Hence the campaign will communicate to these women in the North India urban markets, namely Delhi (NCR), Chandigarh, Ludhiana, Dehradun

TARGET GROUP SEGMENTATION:

MARKET PRIORITIZATION:

MEDIA IMPLEMENTATION:

Activation:

• Tie up with big corporates like Tech Mahindra, Infosys etc. in the key markets and 3 weeks prior to Diwali, send all the women employees a Special Saffola Masala Oats gift pack, with a message that says, ‘ This Diwali make a Healthy Start”

• The gift pack will be accompanied with a Recipe book where renowned chefs, food critics, food bloggers would have written simple, healthy and Fast recipes of various kinds of food using Saffola Masala Oats

Shopper Marketing:

• In retail stores like Hypercity, Food Bazaar, Best Price whenever someone purchases Saffola Masala Oats, a special recipe using the product and other items shopped will be generated at the back of the bill with branding.

• Eg: If the consumer has bought a Saffola Masala Oats packet along with Spinach and atta, a recipe for Spinach Oats Paratha can be generated.

Support Mediums:

• Radio: RJ’s will talk about their Healthy starts this Diwali as content on the show and can run a contest where listeners can call in with their Healthy Starts this Diwali. This can be followed by brand advertising reinforcing the brand message. This will be done during Primetime, i.e when the TG is going to work and returning home.

MEDIA IMPLEMENTATION:

Support Mediums:

• Content placement in Newspapers like Sunday Midday, HT City, reinforcing Healthy Start this Diwali with Recipes using Saffola Oats this Diwali along with Saffola Masala Oats branding

• Twitter (Digital)- The #HealthyDiwali can be promoted as a consumer engagement contest where the audience can key in their tweets around Healthy Diwali. This will drive home the brand message as well as promote the brand.

• Mobile App Advertising- Brand advertising will be done on Mobile Apps that are popular and revolve around food, like Sweet N Spicy, Indian Recipes!, Quick and Easy Recipes, My Recipes, all available on Google Play Store

• Advertising funded content on shows like Health Maange More (Food Food) where recipes using SMO can be prepared just before Diwali

• Outdoor hoardings and Ambient advertising will be placed across the city to communicate the message

FEASIBILTY & WHY THIS WILL WORK?

• Brand Saffola is extremely well connected with Health and hence this connection will be easily shifted to its product offering, Saffola Masala Oats, thus gaining consumer trust working in favour of the brand

• This campaign targets to the consumers right when they feel the need for it the most, hence generating a better connect with the audiences

• This campaign will also work in favour of the parent company with the message of Health, that the parent brand stands for, getting reinforced amongst the consumers

BUDGET

Particulars Rate Cost

Corporate Activation (10 offices, 200

female employees) 150 300000

Shopper Marketing: Cost to retail

stores (15 stores) 25000 375000

Shopper Marketing: Cost for

Technology (Weekend) - 100000

Radio (Roughly 10 spots/day for a

month) - 50000

Print (Weekend insertions for a

month) - 1000000

Mobile App Advertising (For 3

weeks) - 200000

AFP (Health Maange More) - 1000000

Outdoor & Ambient (For a month) - 150000

Miscellaneous Expenses - 200000

Total Cost 3375000

I SAFFOLA

Thank you !