the saffola journey.ppt

8/12/2019 The Saffola Journey.ppt

1/19

THE SAFFOLA JOURNEY


2/19

CHALLENGE

Retrospective

Transforming a brandknown for its healthbenefits for heartpatients

Perspective

into an cooking OILbrand that will beconsumed by all peopleof all age groups.


3/19

PRELIMINARIES

BRAND IMAGE

1.Problem Solving

Brand

2.Higher PuFA (polyunsaturated fattyacid) used inmarketing efforts

3. Consumersbasically urbandwellers above 45.

4. Heart Patientsforming the chunk ofcustomers base.

5. Costly and to betaken on doctorsrecommendation


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Desired Brand Image

Healthy and Tasty Oil for entire family


5/19

Current Kapferers Prism


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Desired Kapferers Prism


7/19

92, The Ad Campaign played up the fear element andestablished the heart specialist image.

Market shrunk in sizeOnly patients & 40+ age group

98, SAFFOLA TASTY was launched, because ofshortage of Safflower crop, but was advertised as ablended version of Saffola with taste of Corn Oil.

The Saffola Ad-Journey


8/19

00, The launched an ad campaign focused on allage groups healthy living

the timing was premature

as the health concern crowdwas still in its nascent stage,so it again back fired.

04, they again went back to advertising saffolaas a supplementary measure against heartdisease minus the grave consequences.

The Saffola Ad-Journey


9/19

TRANSFORMATION


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SWOT Analysis

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Higher PuFAHigher Recall

ValueMost trusted

Brand

Compromise in CostR & D on tasteextracts.360 degreemarketing

Prescription Brand TagFear FactorHigher CostTaste IndifferenceNo direct Emotional

connection.Inefficient Segmentation

SundropCompetitionRepetition of 2000scenario.

Negative

Internalfactors

Externalfactors

Positive


11/19

Competitor AnalysisEdible Oils

VanaspatiCookingOil

KardiGroundNutMustardSunflower OthersSoya

9% 2%23% 14% 9%43%


12/19

MAIN COMPETITOR ANALYSIS

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 Goldlite1. Sunflower 60%2. Corn Oil 40%


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Steps in Transition

Saffola Aaj se THE HEALTHY OIL-TERNATIVE

Main Idea:-1. Repositioning of the brand by reducing the fear

factor.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.


14/19

Steps in Transition

Other Steps Taken:-

Dial-a-DieticianLaughter OlympiadTargeting female audiences


15/19


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OUR SUGGESTIONS

Change in Ad Campaign:

Highlighting the qualities of Safflower Oil.

Grown without pesticides.Ad cultivating more family values to appeal to the emotionalquotient:


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Could add the taste factor by increasing the corn oilcontent. It can also be improved by effective R&Dwork.

Can be used inCookery shows.

Could suggest recipes which are tasty and healthy onthe packets.

OUR SUGGESTIONS


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Safflower (Kardi) Oil:

High in Mono Saturated FatThis has the highest levelsof Linoleic acid, an

omega-6-polyunsaturatedfatty acid, which is wellknown for reducing cholesterollevels.It has very high amount of vitamin E naturally,about 34%.Safflower also aids in weight loss and itsmaintenance.


19/19

THANK YOU

the saffola journey.ppt

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