Saffola recently launched three new masala oat flavors - Veggie Twist, Peppy Tomato, and Classic Masala. The masala oats are a unique combination of whole grain oats, spices, and real vegetables. They are conveniently packaged in single-serve sachets and take only 3 minutes to prepare. However, consumer research found that people have certain perceptions of oats - such as thinking they are bland or only for health benefits rather than taste. Some key marketing challenges identified were changing perceptions that healthy food can't be tasty, and positioning oats as a convenient breakfast option. The document discusses various marketing strategies and techniques that could be used to target consumers and influence attitudes towards Saffola masala

1. DIET PRODUCT
Presented by:
Shreyas Desai – 113
Vrushank Kadakia – 124
Amit Patankar – 135
Zahid Rawat – 140
Yash Sanghavi – 141
Sanyam Sharma – 160

3. Introduction
• Marico’s brand Saffola launched Saffola Masala Oats, in 3 lip-smacking flavors
that are filled with nutrition and are a great way to start your day.
• Saffola Masala oats is a unique combination of whole grain oats, spices and real
vegetables and comes in the variants of –Veggie Twist, Peppy Tomato and Classic
Masala.
• It is available in convenient single-serve sachets and can be prepared by adding
to water and cooking, in just 3 minutes!

9. ACTIVATIONS

10. MARKETING AND MEDIUMS

11. • Bland taste – Consumers feel like Oats is some kind of medicine
• Value for money – utmost importance i.e quantity should be
increased/price decreased
• Fundamental problem – People don’t consider Breakfast as most
important meal.
Some are time strapped and some have it in their cars,
desks, on the way to work etc

12. • Concept of Breakfast bars: To combine health and convenience. Ex:
“Quaker Oatmeal to Go” bar
• Some have notions that food isn’t healthy if it is tasty as tasty food
always has calories in it & hence don’t buy it
• Consumers are extremists – They either love it or hate it
• Cholesterol level check: Important for consumers’ decision making

13. Consumer Decision Making Model

14. External Influences
Product:
Diet & Health
Product
Price:
Competitive
Pricing
Place:
Available at
Major
Departmental
Stores & Super
Markets
Promotion:
TV
Advertisement
Marketing Mix
Friends & Colleagues:
Peers usage or friend’s
recommendation to stay
healthy influences the decision
Culture:
Increasing awareness of
breakfast as an important meal
of the day and increasing trend
of healthy food among working
class
Socio-Cultural Environment

15. • Need Recognition:
• What it is?
People usually compromise on health for taste
• What it should be?
Not a trade off but combination of taste as well as health
• Pre-Purchase search:
Process

16. Evaluation of Alternatives
• Criteria:
• Time Saving
• Health Benefits
• Taste
• Cost
• Alternatives
• Time Saving: Biscuits
• Health Benefits: Milk
• Taste: Upma/Poha & Idli/Dosa
• Cost: Cereals

17. Post-Purchase Evaluation
• Outcomes of Post-Purchase Evaluation
• Actual Performance MATCHES the expectations – Consumption of Oats is
filling and also helps in staying fit. This results in REPEAT Purchase
• Actual Performance EXCEEDS expectations – Oats are not just healthy but also
tasty. So there is no trade off between health and taste. This results in LONG-
TERM COMMITMENT purchases
• Actual Performance is BELOW expectations – Neither it has health benefits as
expected nor it is tasty. This results in NON-USE of the product

19. • Tagline of Saffola Oats is “Smarter way to stay fit” but
• Tagline of Saffola Oats is “Smarter way to stay fit” but based on primary
research People perceive it as good for heart. (Saffola Oil)

22. • Based on the research youth too have interest in diet products but Saffola has
targeted mid life, office going people and school children.
• People prefer Upma/Poha and Milk as breakfast. So we can portrait use of Oats
along with these preferred breakfast.

24. • The advertisements done by saffola are not as effective as it should be (only 50%
of people remember it according to survey) solution-the ad should be about
creating brand value instead of promoting product eg:maggi

25. • The notion that food isn’t healthy if it is tasty as tasty food always has calories in
it still exist

27. • Targeted gender is female

28. FCB GRID
Informative Affective
Habitual Satisfaction
High Involvement
Low Involvement
Think Feel

30. Tri component attitude model
• People initially show their attitudes based on knowledge
• Advertisements, posters, samples and articles/blogs can
influence the attitude of this stage
Cognitive
component
• People initially think when they interact with others
• Word of mouth publicity, social media promotions as
well as events could be organized to influence the
attitude
Affective
component
• People normally perform an activity observing others
• Celebrity endorsements and interactive marketing can
be used to influence the attitude
Behaviour/conative
component