saffola cooking oil- the repositioning journey

1. SAFFOLA COOKING OIL – THE
REPOSITIONING JOURNEY
Group 6
Avijit Krittania
Krupali Ahir
Mansi Goriyan
Ravindra
Riya Jaiswal
Shriya Talkar

2. Introduction
● Saffola is the flagship brand of Marico Ltd
● Saffola was launched in 1960
● In 1990s - target conusmers are male of 45+ years
● In 1991- Saffola healthy heart foundation proved a path breaking Marketing effort
● Cardiologist were specially informed as part of Marketing strategy to make them
aware about the benefits of the product
● Despite the difference in taste, the brand became the choice for the group of people
as it provides them sense of security

3. SWOT Analysis
Strength
● Most trusted brand in
cooking oils
● Higher recall value
● Higher PuFA
Weakness
● Inefficient segmentation
● High cost
● Taste indifference
● Medicinal tag
Opportunity
● Smart segmentation
strategy
● 360° Marketing
● Compromise in premium
Threat
● Sundrop competition
● People reception of the
brand
● Failure of campaigns

4. THE SAFFOLA AD- JOURNEY
1992
Fear Element
The Ad involved fear element &
established the image of heart
specialist.
Healthy Living
Launch of Ad campaign
with focus on healthy
living of every age group.
2000
Supplementary measure
Supplementary measure
of heart disease.
2004
Blended version
Shortage of safflower crop
resulted to launch of Saffola
tasty, advertised as mix of
Saffola & corn oil.
1998

5. Evaluation of the campaign “Use saffola or else” from
the perspective of STP
1. Saffola in its brand advertisement strategy and in communication to its
consumers it is heavily linked to the human heart.
2. In the ad the target demographics is of group 40-60 years of males.
3. The Psychographic segmentation targeted is of “Healthier heart‘ and its
added benefits in the overall health.
4. The behavioural aspects are people who have existing heart problems and
who are at risk of it.
5. In the campaign “use saffola or else”, the user is targeted to switch over to
saffola from regular cooking oil.
6. The campaign puts the emphasis on the therapeutic side and its benefits and
not for the taste which other competitors focuses on.
7. Overall the campaign was focused on building the brand image of Saffola in
the perspective of how it is good for health, they achieved it through strong
association heart health.

6. Evaluate the campaign ‘Sehat Se Jeena Hai’ from
the perspective of STP
● Ad targets all ages from children To senior citizen both male and
female
● Psychographic segmentation targets at health living
● Behaviour aspect are people engaged in various activities and takes
responsibility for living a healthy life
● The campaign motto was healthy living rather than healthy heart
that include all family member.
● Their main intent was to engage the population of young adult into
this program
● A new variant Saffola Nutriblend was introduced through this
program
● The campaign was directed towards working professionals who
wanted intervention from their stressful professional life

7. Evaluate the campaign ‘Kal se’ from the perspective
of segmentation, targeting and positioning
Demographics Psychographics Behavioral
Age: 25-40 Family oriented and do not
neglect her family.
For regular consumption
SEC A, B Modern, Outgoing
Female majorly Health Conscious
Working Professionals

8. ● Firstly, the campaign was designed to align with the long
term goals of company, The campaign showed happy
people from various age groups from children to senior
citizen to tap all the age groups.
● Used the logo and heart of healthy family which includes all
the members of the family not just the heart patients
● They also used the below the line marketing activities by
tapping existing users through doctors, to drive health
consciousness ,disburse information to patients there by
expanding the reach.
● They tied up with sports clubs, health clubs and gym to
promote “health”.
● All the promotional mix strategy had one clear message to
communicate with the customers to position its brand image
as the oil is for all the age groups and not for the heart
patient
Role of IMC
in the "Sehat
Se Jeena
Hai'
campaign

9. ● Designed to reposition the brand in the segmented target group
which was 25-40 (busy executive)
● The ad shown had a message where the customers could associate
with the ad which is lack of time indulging in unhealthy food habits
,tendency of saying “kal se” from tomorrow replaced tothe term “aaj
se” where the saffola oil is shown as insurance towards a healthy
heart.
● Product placement in famous TV programs (astitva, jassi jaisi koi nahi)
to connect with the housewives.
● All the steps taken had message to create its brand image with
expertise (heart) as a step to healthy heart, to remove the feeling of
looking at product with sense of fear(hospitals, disease) but to as an
initial step towards a healthy life.
Role of IMC
in the "Kal
Se"
campaign
https://www.youtube.com/watch?v=6OuNvu8M6w

10. Conclusion
1. Process narrows down from
broad opportunities to
specific strategy
2. Segmentation helps in pin
pointing the market
3. Narrow down to a superior
market marketing mix
4. New strategy can able
transfer it zone of being a
curative and a medicinal
product, to a preventive and
healthy food
5. Saffola can target the rural
population as well because only
20% people are living in the
urban area and they consume
11.2 kg of edible oil per person
per year

11. Thank You