Reigniting Saffola Masala Oats

Marico Over the WallRAP GOD

RAHUL SINGH l ADIT GROVER l POORNIMA SHARMA

Exec Summary

His Insight

Maggi OatsOur TG Website Zomato

Deal Vendors Way Ahead

20-35 years old working

professionals

Aspirational and expressive

Time poor generation

Constantly connected

Peer influenced

Misconception: To be slim is to be fit

Tendency to dine out 2+ times a week

Key snacking hours: 1600-1900 & 0000-

0200 hours

Key snacking locations: Street

food stalls

62 % Delhi Metro travelers observe Advertisements

TARGET CUSTOMER KEY INSIGHTS CATCH THEM ON THE RUN

Advertising in train and on major metro stations

Generate trials through “THE SNACKY BAG”

Tie up with food stall vendors outside commercial offices spaces

Concerned about Health

SAFFOLA’S Micro website to provide lifestyle and diet plans based on body types

Targeted YOUTUBE AdsFACEBOOK Sponsored posts and activation campaigns on SMO’s official page

Tie-ups with Zomato verified reviewers and bloggersFeaturing SMO in Zomato collections Like Quick bites, Pocket friendly, Street food and Great breakfasts

Consumer Story

Consumer Story

Microsoft Word Document

Detailed Executive Summary of 500 words Attached in the above link, this slide is a summarized version of it.

Redefining Target Segment

Key InsightAll the brands are focusing on benefits for the

heart and are targeting age group of 30 +

Target Market: Working professionals 35 + and housewivesPositioning: Deliciously nutritious mornings & Make a smart start to a Healthy Heart

Target Market: Working professionals 35 + and family as a wholePositioning: Health Advantage : Control Blood Pressure, Reduce Cholesterol & Weight

Target Market: Middle Aged men ( 33 + )Positioning: Reduce Cholesterol, Healthy, Tasty

OPPORTUNITY ??

Connected to the content &

technology

85% Rely on peer approvals for

buying decisionsHealthy conscious

Always on the move

Gen C

Age : 20-30 YearsFirst Jobbers

Key TakeawaySaffola can target a totally untapped market

who is health conscious wants to stay fit.

IT Employees / BPO/ KPO

Exec Summary

His Insight



DIFFERENTIATING FACTOR

Consumer Story

Consumer Story

Health

Wrongly believe that to be slim is being fit, Slim is in Fashion

Eating behaviors like skipping meals, eating out, and snacking are common

Unaware about the importance of a balanced and complete diet

Diets remain deficient with energy, protein, iron, vitamin, and fiber

Blood pressure becoming common among youngsters

Every 3rd person in an Indian city is a youth,

population 464 Million by 2021

Influenced by cosmopolitan trends,

international food, media and cuisine

Increasingly time-poor, seeks convenience in

preparing meals

More than 50% flocking to On-the-Go meals during office hours

Lifestyle

More than 75% online population <35 years

69% FB users in age groups 20-30 years

80 % with smartphone watch YouTube

44 % aren’t opposed to Ads when relevant

Online Trend

2H 05M Avg time spend on Social Media

Key Takeaway

• Increasing demand for On-the-Go, healthy meals

• Need to educate youth about ways to stay fit

• Smartphones paly an integral role in the lives of Youth

• Ideal target group as product fits the needs of

consumers

Exec Summary

His Insight



Consumer Story

Consumer Story

* Reports: National Restaurant Association of India (NRAI) and Technopak

• Established itself as a 4 pm snack• Usually not considered as wholesome• Targets frivolous food moments of consumers• Market share shrinking, newer healthier options in market

Why Oat Noodles?

• Wants to position the variant as a morning option• Plans on riding on the growing popularity of oats• Directly compete with major oat brands in India• Aims to give consumers serious food moments*

Market Insights

Healthy variants wheat-flour and multigrain Maggi noodles failed in past

Instant noodles no matter what they claim leads to various health issue

Priced at Rs25/packet, makes it the costliest noodle in store

Does not compete with breakfast oats because of Maggi brand Image

In Store Research

• Displayed with other Maggi products

• Gets more visibility to drive sales• Drives impulse purchase• Putting in Oats category reduces

consumer footfall• TV ads influencing purchase

decisions• Price, deterrent for repeat

purchase• Not being consumed as breakfast• Health element unclear to new

consumers

Key Takeaway• Too early to predict fate of Maggi Oats Noodles

• Not a competitor to Saffola Masala Oats presently

• Highest priced Maggi ever, might result in loos of sales

• Perceived as unhealthy snacking option because of Maggi

brand image

• Does not influence Oat users to shift to Maggi in any way

Exec Summary

His Insight



* CERS report states Maggi Oats as unhealthy, with just 40% oats in it

Consumer Story

Consumer Story

Getting Ready for work

7:00-7:45 AM

Saffola Oats @Rs.15The Healthier way to do things on the RUN

7:45-9:00 AM

Facebook Targeted AdsYouTube Advertisement

Consumer sees the advertisement before

the music he playsTypes of Targeting:

Interest BasedRemarketing

Content based

Consumer has glimpse on this ad when he checks

Facebook Types of Targeting:

Interest Based & Demographics

Key lines of Delhi Metro:Yellow Line (Jahangirpuri to Huda City Centre)Blue Line (Dwarka to Noida City Centre)Costing:Advertising cost for inside station – INR 25,000 -1,10,000Number of passengers : 12.59 lakhs/day Inside train branding prices: Per boggie per month : INR 75,000

Consumer sees this advertisement while travelling and tries to associate with himself

Stations : Kashmere Gate ,

Rajiv Chowk

Key TakeawayThe connect would be their because Gen C is health conscious and Oats have never been targeted towards

them

Exec Summary

His Insight



Going to Office- Transport

Consumer Story

Consumer Story

Tea Break at 4.30 Team Saffola Arrives Distribute Snacky Surprise boxes

Contains Trial Packs and Taster Kits

Generate Conversation with consumers

* SMO: Saffola Masala Oats

What’s in?

TCS India• Biggest IT company in the country (2nd

world wide)• Offices in major Indian cities including

metros• Highest number of employees, 2 times

Infosys• 81% employees are fresher/trainees• Activation gives huge potential to

communicate with TG of SMO

Why TCS

For Connect • Leaves lasting impression in customer’s mind• Free samples create strong emotional connect• Increases chances of recall and repurchase

For SMO

Potential• Capture the On-the-go meals market for professionals• Pitch in to increase job performance of the company• Monitor response from activation campaign for positive

reactions• Further tie ups with office cafeteria, office canteen owners

Exec Summary

His Insight



9:00 AM- 6:00 PMWorking in Office

Consumer:• Impressed by taste• Probable Snacking

option• Convenient to cook

and consume SMO

Consumer Story

Consumer Story

MyDietPlan

Mobile Application

Website Portal

Flavored Oats

My Diet Plan

Myth Breakers

Oats Recipes

Benefits of Oats

Download App

Sign Up

MYTH BREAKERSMyth 1: People need to starve when they are dieting No, In dieting people need to have healthy food. Dieting would make people heavier.Myth 2: Oats can be had only in breakfastOats is an all-day food. It helps give you sufficient nutrition to carry out your dayMyth 3: Saffola Oats has ‘Ajinomoto’ in itSaffola Masala Oats does not use ‘Ajinomoto’ as an ingredient…………..

Consumer Engagement

Initiative:Diet Plan based

on body type

The Chilli Pepper The Pear The Apple

Body type: Narrow Body type: Heavier Bottom Body type: Fat belly

Calorie Requirement: 2000 ( 800 carbs,700 fat,500 protein)

Calorie Requirement: 1500 ( 750 carbs,375 fat,375 protein)

Calorie Requirement: 1500(600 carbs,525 fat,375 protein)

Diet Plan: Olive oil, nuts, lean protein, Carbs: Fruits, VeggiesExercise: Heavy Weight

TrainingAlong with moderate intensity cardio

Diet Plan: Complex Carbs: Whole grain cereals, Oats, beans & lentilsExercise: Aerobic Activities,30 minutes rigorous cardio along with strength training workouts for upper body

Diet Plan: Complex Carbs: Whole grain cereals, Oats, Monosaturated Fats: Nuts avocado, Olive OilExercise: 40 Minutes cardio session to build body muscle

Exec Summary

His Insight



MYTH BREAKER

S

Key InsightMyths about harmful ingredients can be broken if clubbed with

other popular myths to gain credibility

Key Insight• Special website for Saffola Oats to Reinforce

the positioning to Gen C • Facebook & YouTube ads linked to the Saffola

Oats Website to promote this feature

Consumer Story

Consumer Story

Getting Featured

Sponsored SMO cover pictures across categories:• Quick bites• Street Food• Pocket Friendly • Great Breakfasts

Blogging It

Articles on “Zomato: Official Blog ”about:Experiments with SMO, Healthy Eating

Influencing them

Tie ups with “Zomato Verified Reviewers” across major cities in India


Exec Summary

His Insight


& POS Vendors Way Ahead

Key Insight: Target Foodies across 21 cities in India and create positive brand perception to influence their choices when they make a purchase

In Store Sampling

Creative Retail Store Display

Key Insight• In Store Sampling increases product

trails and impulse purchase• For easily substitutable and similar

products, it leads to decrease in sales of competitors

• It is an effective way to boost product awareness and encourage sales

• Creative Retail Display improve visibility of product in cluttered Oats Section

Consumer Story

Consumer Story

Key Insight To convert the Campaign into

numbers, Saffola needs to provide it at vendors near the

office areas, so that people try it and get habitual

Select a corporate Hub. Example : DLF Cyber City

Talk to local vendors and persuade them to make & sell Saffola oats. Give 2 cartons for trials

Corporates start trying it because they miss meals.Oats become a snack

Other Vendor start demanding the product

Pilot Sales Representative of Marico would be going to the vendors

Vendors approach Marico’s distributors or sales representatives

*Based on primary research in DLF cyber city and Udyog Vihar

Costing for

Marico* Selecting 200 vendors in Cyber City & Udyog Vihar

Giving 2 cartons per vendor as a promotion

PSR’s cost

24*15*200=72000

No. of trials by consumers

24*200=4800

Cost per consumer trial

Rs.15Cost is just for

promotional campaign and its scalable.

The cost per consumer will reduce drastically

once new vendors start asking for the product

Costing for Vendor

No. of Packets Price Per packet/plate Discount( as per Maggi) Final pricePrice of procurement 1 Saffola Carton 12 15 10% 162Selling Price of 1 Saffola Carton 12 25 - 300 Profit Margin 85%

Exec Summary

His Insight



SMO Vendor

Consumer Story

Consumer Story

Story 2020

Exec Summary

His Insight



2010

Saffola Oats launched – Targeted at regular users of oats in Indian market

2011

Catering to Indian Consumer’s palate Savory flavored oats- Saffola Masala Oats launched. Targeted at individuals looking for weight loss.

2014Change the Target customer & Positioning

Reasons:• 65% of Indian Population less 35 years• By 2020, average age in India will be 29• Untapped Market

Catch them on the run:Distribution network for on the run working professional to be strengthened by local vendor vendor tie ups

Positioning Change:• Towards fitness over weight

management• Round the clock healthy snack

SMOsuccessfully positioned as an easy to prepare, healthy snacking option

2016

2020

Target market & POS :• College goers : college

canteens, vendor stalls• First jobbers and working

professionals : office cafeteria, street food stalls

With a strong distribution network through vendor tie ups, Saffola will expand its target customer base to 15-35 years old, including college goers and first jobbers. Thus, “Catch them young!”

Saffola Masala Oats available as: Healthy- Fast food snack


Consumer Story

Consumer Story

THANK YOU

Reigniting Saffola Masala Oats

Marketing

Transcript of Reigniting Saffola Masala Oats