Post on 03-Jun-2018
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THE SAFFOLA JOURNEY
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CHALLENGE
Retrospective
Transforming a brandknown for its healthbenefits for heartpatients
Perspective
into an cooking OILbrand that will beconsumed by all peopleof all age groups.
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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
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Current Kapferers Prism
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Desired Kapferers Prism
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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
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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
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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
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Competitor AnalysisEdible Oils
VanaspatiCookingOil
KardiGroundNutMustardSunflower OthersSoya
9% 2%23% 14% 9%43%
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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.
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Steps in Transition
Other Steps Taken:-
Dial-a-DieticianLaughter OlympiadTargeting female audiences
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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.
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THANK YOU