saffola cooking oil- the repositioning journey

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Saffola Cooking Oil- The Repositioning JourneyGroup 3- GROUP-3Shruti Mandal(050)Niti Shekhar(098)Athul Bhargav(316)Sahil chopra(343)Susnato lahiri(351)Yajnik kavita n m (356)

Consumption pattern of Cooking Oil in IndiaIndia 4th largest cooking oil consuming country after USA,China & BrazilIndias consumption of edible oil has risen to around 17.5 million metric ton (mmt) in 2012-13 from 11.6 mmt in 2003-049.3% of the worlds oil seed production takes place in IndiaMarked switch from groundnut oil to cottonseed oil, soybean oil and sunflower oilProduction of oil seed and edible oil is far below the requirement60% of Indias edible oil consumption is met through importEdible oil imports have grown by around CAGR of 7% during last three years and by 16% in last five years.Impacting edible oil demand is the increase in disposable income amongst the growing middle classHigh penetration of 90%

Consumption PatternExtreme variation in consumption. The countrys top 10% consumes 20kg per capita and the bottom 30% less than 5 kg per capitaFour western India states of Gujarat, Rajasthan, Maharashtra and Madhya Pradesh, consume one- third of total edible oil consumption in the countryPer Capita consumption of cooking oil

Marketing of Cooking Oil in IndiaKey success factor:Raw material sourcing: Quality of oil seeds at a nominal priceEnsuring regular supply: Mutually benefitting relationship between farmer and suppliersPrice competency: Efficient distribution network and better packaging technology to reduce costBranding and point of differenceCustomers Perceived Values:1. Economic : Price2. Functional : Taste,Purity, Perceived quality3. Psychological : Health benefits (intangible) Analysis of marketing mix variablesEXTERNAL INFLUENCESCULTUREFood Habit : Preference to taste isparamount in India.Shift from dalda & ghee to refined oilDue to increasing number of health issueslike, heart ailments,obesity due to changing lifestyle; shift to healthiermedium of cooking.Influence of western culture: people preferolive oilEveryday use oil will be different from the one used in festivals or events or to entertain guests

SOCIETYPreference of different variety of oil in different parts of India. South-Coconut Oil, East-MustardSocial Class: Rich shifting towards brands which arecostly & have added health benefitsRural and Semi-urban markets : Stick to the localbrands

FAMILYJoint family More than one brandNuclear family: Loyal to one brandPresence of heart patient or elderly member in the family: Suffola brand preferredUrban small families; only couples, no children or elderlybusy lifestyle; brands that have health benefits attachedChildren in family: deliberate avoidance of use of oilthat has added health benefits; generic brand preferred

GENDERFemale buyers : Taste preference, brand that will suitchildren, health benefits, especially for husband or elderly member in the family (if any)Male Buyers: Brands that have health benefits only if there is a patient of heart ailment or thyroid in family.Else, indifferent towards the brand. Cost-sensitive

REFERENCE GROUPSDoctors: Heart specialists- SuffolaDieticians & Nutritionists Brands that have health benefitsGym Instructor.Shopkeepers Reference with respect to priceFriends & relatives- Share experience, taste is the pointof reference.

INTERNAL INFLUENCESFACTORINFLUENCEPERCEPTIONPerception of oil as represented by the brand. Suffola is used for heart patients. Depends on exposure, attention & interpretationLEARNINGLearning about a brand might or might not shift the content of the long term memory. Ex: connection between heart ailments and Suffola. Brand & product positioningMOTIVEMotive is taste or health benefit or cost effectiveness. Depends upon the needsPERSONALITYModern , outgoing, health conscious personality would opt for oil that gives health benefit. Target specific customer segmentEMOTIONSFear factor depicted in ad of suffola induces one to buy for healthy living. On the contrary, dissuades the use of the oil for kids.ATTITUDECognitive components of oil and the affective components as depicted in the advertisement.HEALTHY HEARTInducing fear factor and focussing on the niche segment of market : Heart patients.Ad intimated that Not using suffola can have serious repercussions.Healthy Heart Foundation strengthened the image of Suffola as the brand that is required by heart patients.Doctors were the key influencers.Non-heart patients, younger generation households, kids were not included as the target consumers of the oil.Suffola : Health insurance for husbandSEHAT SE JEENA HAIAttempts to change the perception from oil to be used ONLY by heart patients to the one that can be used by the whole familyShift from the fear factor to the optimistic approach of healthy living.Holistic benefits of the oil being promoted and not just Pufa.Inducing the responsibility of ones own healthy being by shifting the consumption to Suffola.Below the line marketing focused on health clubs and gyms.Tagline still contained the word heart : The heart of a healthy family.KAL SESymbolic effort to become heathiler but falling short on determinationPositioning as a brand expertise in heart carethat provides the user with assuranceMore forgiving in natureDid not leave the viewer feeling frightened

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