pgp30152 navya jain_saffola_oats
TRANSCRIPT
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The Brand
The extension
The Marketing
Mix
The Positioning
The VerdictBRAND EXTENSION ANALYSIS
NAVYA JAIN
PGP30152SECTION A
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Marico
The Brand
Present in 25 countries and 4 major categories
Source: Annual Report 2013-2014
Growth rate of international business is 16% vs 8% for Indian operations
India’s leading consumer brand in the beauty and wellness space
Affects the lives of 1 in 3 Indians
53Forbes 100 Most Innovative Growth Companies
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Hair careHair oils-56% market share in hair oil category
Hair colours15-17% growth rate
Men’s groomingHigh growth rate markets
Deodorants at 25-30%Hair creams at 20-25%
HealthcareEdible Oils-Market leader
Functional foods-No. 2 in Oats, No.3 in Muesli13-15% growth rate
Skin care7% market share
Number 3 position15% growth rate
Marico
Categories
The Brand
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
SaffolaPositioning
Educating Indians on preventive heart care“Good for the heart”
TargetTo expand non oil portfolio to 25% by 2016
Market ShareEdible oil market leader with share of 55%
AccoladesSaffolalife and World Heart Day have won various national and international awards
The Brand
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The Oats Category
33% cagr
The extension
OutperformerHot cereals category(oats) to grow
at 33% compared to 24% for cereal category
2013-2014 data
Growth Rate
2012 2013 2014
Category 36% 23% 29%
Saffola Oats 12% 14% 17%
Low penetrationOnly 3 million of potential
22 million households tapped
CompetitionOther oats, cereals, traditional breakfast items
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
FactsNo. 2 player in Oats and No.3 in Muesli
Crossed ₹50 crore in top line in 201462% share of flavoured oats market
The extension
PositioningHealth + Taste
First ever range of savoury “Masala”oatsto cater to local tastes
Saffola Oats
Launch2010
Plain and savoury varietiesSweet varieties with fruit also introduced
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Marketing Mix
Made of 100% natural wholegrain oatsSmarter way to stay fit-healthier than refined cerealsAimed at shifting regular users from other competitors
The 4 Ps : ProductPla
inSavoury
Designed for the Indian palateHot, spicy and flavoured foodReal vegetables & pre-packaged tastemakersMove away from “breakfast dish” to all day snackRegional flavoursSix variants
Sw
eet
Fruits and crunchy nutsTwo variants
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
BenefitsHelp control cholesterol,
sugar and weightEasy to digest
Filling and energizing
High on fiberEasy to prepare-Just
3 minutes
The 4 Ps : Product
Marketing Mix
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The 4 Ps : PricePlain Savoury Sweet Rs. 15/30 gmRs. 15/40 gmRs. 68/400 gm
Competition Rs. 10/30 gm
Insight
Saffola Oats are perceived as high priced because the average consumer doesn’t take into account the extra grams provided
Various SKUs available
Marketing Mix
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The 4 Ps : Place
Raw Materia
l Vendor
s
RDC
Plants DepotDirect
Distributors
Retailer
Stockists
Super Distribut
ors
Primary Sales Secondary Sales
30 depots
6 Regional Distribution Centres
InsightSaffola leverages its strong existing distribution network to place
Oats in reach of the end consumer Major target channel – modern retail
Marketing Mix
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Do More With Saffola Oats
The 4 Ps : Promotion
The Breakfast Dilemma
Mazedaar Khao, Jee Bhar Ke
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The 4 Ps : PromotionPromoted as fast to cook, ready to eat snackIn store promotions & samplingLeveraging cookery channels like Food-Food etc.First brand to launch flavours suited to the Indian palateSmall size SKUs to encourage trial & repurchaseSaffola Fit Foodie Youtube channel
Marketing Mix
Saffolalife.comIntegrated portal to help users take care of their
hearts-various features like heart age finder, health &
fitness tricks, tasty recipes
Do more with Saffola OatsA campaign aimed at promoting non-traditional
usage of oats in products like idli, upma
to dispel oats’ healthy but bland image
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Segmentation
The Positioning
Behavioural
PsychographicDemographic
Age : 25-40 years
SEC : A, B
Gender : Female
Occupation : Working professionals
Usage occasion : For regular consumption, Usually breakfast
Benefits sought : quick, speedy, convenient mealsWeight management with taste
Values : Career oriented yet does not want to neglect family
Lifestyle : Modern, Outgoing, Health Conscious,
Open to trying new products
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Target ConsumerInitially targeted at
Saffola’s target consumerCholestrol reduction for middle aged men
Repositioned to break the competitive clutter-
Housewives and working women in 25-40 age group
who want to lose weight but
find exercise cumbersome
The Positioning
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The Competition
Bagrry’s
The Positioning
Horlicks QuakerKellogg’s
Quaker Oats are the most popular brand in the target consumer’s mind
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The Brand
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The Verdict
The Competition
The Positioning
Tasty
Bland
Low priced High priced
Perceived as high pricedMore gm/SKU
priced at Rs. 15
vs Rs. 10 of competitors
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The Brand
The extension
The Marketing
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The Positioning
The Verdict
Points of Parity
Tasty-Delicious start to the day
Healthy
High on nutrition
Competitively priced
The Positioning
POINTS OF DIFFERENCE
World’s first brand to launch savoury oats -
Taste adapted to Indian palate
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The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
References :http://marico.com/india/investors/documentation
https://www.pwc.in/en_IN/in/assets/pdfs/rc-publications/innovation-in-fmcg.pdf
http://www.bestmediainfo.com/2013/10/keeping-up-in-the-oats-race-it-is-all-about-finding-the-right-positioning/
http://www.thehindubusinessline.com/features/battle-of-the-oats/article3324566.ece
The Positioning