SAFFOLA CASE STUDY

PRASHANT | AKSHATH | SOURAV | PRIYESH|RANJAN |FARAAZ The Company was incorporated on 13th October, 1988 under the name of Marico Foods Ltd.

The Company is engaged in the business of manufacture and marketing of products.

The name of the Company was changed to Marico Industries Limited on 31st October 1989.

Parachute,Saffola, Hair&Care, Nihar,Kaya Skin Clinic and so on.

2Saffola is a heart care brand.The brand Saffola has become renowned. Saffola products are making your transition to a healthier lifestyle a lot easier.Saffola is a heart care brand in the foods category in India. Saffola is known to be a brand which is good for heart and recommended by doctors.Saffola reason for existence is to lower the statistics

Saffola is leveraging the current health trend and wellness concept in an innovative manner.

Initiatives taken by saffola are :- a) direct to office initiative. b) direct to consumer initiative. c) world health day concept.

Saffola wanted to engage young individuals in preventive health care solutions.

Health and wellness in the context of FMCG category is becoming an important need area for todays consumers.

EXECUTIVE SUMMARY

PROBLEM IDENTIFICATION Unsatisfied consumer because of its product quality and its price value offering

SWOT ANALYSIS STRENGTH WEAKNESS1. Losorb technology 1. PriceHeart care 2. SatisfactionBrand image OPPORTUNITIES THREATSHealth conscious consumer 1. Threat from FSSAUntapped rural market 2. Competitors

POSSIBLE ALTERNATIVES

Ques. no1-What is the importance of World Heart Day for Saffola brand?

Ques. no2-Why health and wellness is more important in case of FMCG category?

Urban and health conscious Indian

Darbur 16% growth fy 2010-11

Packed juice business growth 30%

Amways 50% turnover

Ques. No3-How the two programs Direct to office and Direct to Consumer will help in building Saffola brand?

THE BEST SOLUTIONWorld heart day.

Price