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Marketing Case Study - Saffola Journey


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Marketing Case Study - Saffola Journey

  2. 2. CHALLENGE Retrospective Perspective Transforming a brand known for its health benefits for heart patients …into an cooking OIL brand that will be consumed by all people of all age groups.
  3. 3. PRELIMINARIES BRAND IMAGE 1.Problem – Solving Brand 2.Higher PuFA (poly unsaturated fatty acid) used in marketing efforts 3. Consumers basically urban dwellers above 45. 4. Heart Patients forming the chunk of customers base. 5. Costly and to be taken on doctors recommendation
  4. 4. Desired Brand Image  Healthy and Tasty Oil for entire family
  5. 5. Current Kapferer’s Prism
  6. 6. Desired Kapferer’s Prism
  7. 7. The Saffola Ad-Journey 92, The Ad Campaign played up the fear element and established the heart specialist image. Market shrunk in size Only patients & 40+ age group 98, SAFFOLA TASTY was launched, because of shortage of Safflower crop, but was advertised as a blended version of Saffola with taste of Corn Oil.
  8. 8. The Saffola Ad-Journey 00, The launched an ad campaign focused on all age groups healthy living the timing was premature as the health concern crowd was still in its nascent stage, so it again back fired. 04, they again went back to advertising saffola as a supplementary measure against heart disease minus the grave consequences.
  10. 10. SWOT Analysis S TRENGTHS O Higher PuFA Higher Recall Value Most trusted Brand PPORTUNITIES    Compromise in Cost R & D on taste extracts. 360 degree marketing Positive W T EAKNESSES  Prescription Brand Tag Fear Factor Higher Cost Taste Indifference Internal factors No direct Emotional connection. Inefficient Segmentation HREATS   Sundrop Competition Repetition of 2000 scenario. Negative External factors
  11. 11. Competitor Analysis Edible Oils Cooking Oil Vanaspati Sunflower Mustard Ground Nut Kardi Soya Others 43% 23% 14% 9% 9% 2%
  12. 12. MAIN COMPETITOR ANALYSIS Category Saffola Sundrop Pricing Rs 90 – 150 Rs 75 – 130 Products and ingredient Saffola Gold 1. Rice Bran – 80% 2. Safflower Oil – 20% Saffola TASTY 1. Safflower Oil – 80% 2. Corn Oil – 20% Sundrop Heart 1. Rice Bran – 80% 2. Sunflower Oil – 20% Sundrop Goldlite 1. Sunflower – 60% 2. Corn Oil – 40%
  13. 13. 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. 14. Steps in Transition… Other Steps Taken: Dial-a-Dietician  Laughter Olympiad  Targeting female audiences
  15. 15. OUR SUGGESTIONS  Change in Ad – Campaign:  Highlighting the qualities of Safflower Oil.  Grown without pesticides.  Ad cultivating more family values to appeal to the emotional quotient:
  16. 16. OUR SUGGESTIONS  Could add the taste factor by increasing the corn oil content. It can also be improved by effective R&D work.  Can be used in Cookery shows.  Could suggest recipes which are tasty and healthy on the packets.
  17. 17. Safflower (Kardi) Oil:  High in Mono Saturated Fat  This has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels.  It has very high amount of vitamin E naturally, about 34%.  Safflower also aids in weight loss and its maintenance.
  18. 18. THANK YOU