Projects: -Crime Classification: San Francisco in Tableau 10.3 -Hourly Bike Sharing Demand Forecasting: Capital Bikeshare in Rstudio -Intern Conversion Analysis: Texas Instruments Business Analytics Challenge (Winner) -Defining the Go To Market Strategy for L’Oréal Kiehl’s -Reigniting the Saffola Masala Oats Brand

1. Rahul Singh
MS-Marketing Analytics •• MBA-Marketing
Projects:
• Crime Classification: San Francisco in Tableau 10.3
• Hourly Bike Sharing Demand Forecasting: Capital Bikeshare in Rstudio
• Intern Conversion Analysis: Texas Instruments Business Analytics Challenge (Winner)
• Defining the Go To Market Strategy for L’Oréal Kiehl’s
• Reigniting the Saffola Masala Oats Brand
rahul.singh5@utdallas.edu (469)-348-8269

2. Exploratory Data Analysis in R
Analyzing and Visualizing Data with Excel
Marketing Analytics: Marketing Measurement Strategy
Intro to SQL for Data Science
MIT: The Analytics Edge
Tableau 10 A-Z: Hands-On Tableau Training For Data Science!
TECHNICAL COURSES

3. San Francisco Crime
Classification
RAHUL SINGH
Data Visualization Project
Tableau 10.3

4. Key Observations
• Crime rates steadily decreases
from 2003-2007
• Unusual spike in crimes in the
year 2008
• Decreasing pattern returns
• Reaches all time low of 66,542
Crime Incidents
Per Year
• Jump in crimes after 2011
• Reaches all time high of 75,606
in 2013
• Showing decrease but no more
data points to understand if its
decreasing or increasing

5. Key Observations
• Each year starts with a low
number of criminal incidents
• Around the middle of the year
in May and in October criminal
incidents shoot up
Crime Incidents
Per Month
• The incidents drop to a very
low value towards the end of
the year
• Possible reasons can be the
holiday season towards the end
of the year

6. An overview
of SF Crime Map
Before we start getting deeper lets look at the Criminal map of SF.
There are some colors which dominate the map. From an observers
perspective one can say that crimes like Assault, Burglary, Larceny/Theft
and Non-criminal look like some of the top criminal categories.

7. Key Observations
The high density dots in the map match most of the crimes which
make up the top 10 criminal categories in SF.
Top 10 Crimes to
look out for

8. Top 5 Crime
Categories
across SF
The categories are
distributed throughout
the geography of SF but
there are some parts of
the maps which show
some clusters.

9. The 10 Police
Department
Districts
Since the crimes are
locally reported a good
way to analyze the
impact of geography can
be from the PD District
perspective.

10. Key Observations
• Southern, Mission and
Northern are the top 3 PD
Districts with the highest
number of incidents reported
Top 3 PD Districts
and their top 5
crimes
• The three districts have four our of
their top 5 crimes in common-
Larceny/Theft, Other Offences,
Assault and Non-Criminal

11. Key Observations
• Larceny/Theft see a bump
during the end of the wee-
Friday and Saturday and falls
down Sunday onwards
Top 5 Crime
Incidents weekly
trend
• Non-criminal and Assault categories
also see a rise on weekends
• Other offenses and drug related
crimes actually go down as the
week ends

12. Hourly Crime
Occurrences
Majority of the
Crimes occur
during the evening
3pm-7pm and at
Noon
Crime Rates are
pretty low during
the early morning
hours 1am-7am
This trend is seen
all 7 days of the
week

13. Hourly Crime
Occurrences
Top 5 Crimes
during the peak
Crime Time 3pm-
7pm and at Noon
Top 5 Crimes during
the peak dormant
Crime Time 1am-
7am

14. PD Districts
Weekly
Analysis
Majority of the PD
districts see the
highest number of
incidents on Friday
Southern PD
districts has huge
number of
reporting's which is
a point to explore

15. PD Districts
during Peak
Hours (3pm-7pm)
We can similarly
check the districts
where the rest of
the crimes are
reported more
frequently
During peak crime
hours Central,
Northern and
Southern get the
highest reports of
Larceny/Theft

16. SUMMARY
 Crime rates overall are seeing a rise after falling down in the years 2008-09
 Top 5 Crimes-Larceny, Other Offences, Assault, Drug/Narcotics and Non-Criminal
 Larceny dominates the crime map of SF and is one of the top crimes in most of the
PD Districts including the top 3-Southern, Mission and Northern
 Southern PD District has the highest number of cases which is cause of concern
 A hourly trend was seen in the crimes:
• Crime rates go up during the evening period 3pm-7pm
• Crime rates are less dominant during the early hours of the morning 1am-7am

17. Bike Sharing Demand Forecast
l Project for Business Analytics with R l

18. • Launched September, 2010 in Washington, D.C.
• Operated by Motivate International of
Brooklyn, NY – largest bike sharing network in
the U.S.
• Goal: to provide fun and affordable
alternatives for getting around in the heavily
congested area
• Used to commute to work, school, run errands,
attend social events, etc.
• 5 jurisdictions with over 3,700 bikes
Introduction
Our working data includes hourly rental information
over two years.
• Date/Time
• Season: Spring, Summer, Fall, Winter
• Holiday
• Working Day (not weekends)
• Weather (defined categories of weather)
• Temp (in C)
• atemp (in C): “feels like”
• Humidity
• Windspeed
• Registered: Count of registered users by type
• Casual: Count of users by duration of use type
• Count: Count of total rentals
Understanding the Data

19. Forecasting total bicycle
Demand
The data informs us as to the types of
users and when they are consuming
this service. The independent variables
such as various weather factors,
holidays and time of day, shape those
rider decisions.
We aim to explore these relationships
to predict rider behavior and make
recommendations.
Getting Research Ready
Research Objective Categorizing the variables
• We categorize the seasons as Spring, Summer, Fall,
Winter and weather as Good, Normal, Bad, Very
Bad and identified which factors dominate
• We break apart the Date/Time Variable into hours
of the day and days of the week. We further
categorize the weekday as workday and holiday
Weather Seasons Hours Days

20. Exploratory Data Analysis
Hourly Demand

21. Bike Demand is the highest during Good and
Normal weather but drops during Bad and Very
Bad weather
Seasonal Demand Weather Demand
Bike Demand is fairly high during the Fall,
Summer and Winter Season and less during
Spring
Exploratory Data Analysis

22. • Temp is positively correlated with dependent variables
• Humidity is negatively correlated with dependent variables
• atemp is highly correlated with temp
• Windspeed has a weaker correlation as compared to temp and humidity
Correlation Factors for Temperature,
Windspeed and Humidity
train.registered train.casual train.count train.temp train.humidity train.atemp train.windspeed
train.registered 1.00 0.50 0.97 0.32 -0.27 0.31 0.09
train.casual 0.50 1.00 0.69 0.47 -0.35 0.46 0.09
train.count 0.97 0.69 1.00 0.39 -0.32 0.39 0.10
train.temp 0.32 0.47 0.39 1.00 -0.06 0.98 -0.02
train.humidity -0.27 -0.35 -0.32 -0.06 1.00 -0.04 -0.32
train.atemp 0.31 0.46 0.39 0.98 -0.04 1.00 -0.06
train.windspeed 0.09 0.09 0.10 -0.02 -0.32 -0.06 1.00
Positive Correlation
Negative Correaltion
Weak Correlation

23. Cleansing and transforming the data
To adjust for the highly-positive skewed dependent variable, we took the natural log of
demand and added a constant
log(count + 1)
To cleanse outliers:
· First we attempted clustering to group observations with outliers. However, clustering
just gave us new outliers.
· Eventually we found that the variable containing the outliers was insignificant and we
dropped it from our models.
To adjust for autocorrelation:
· We utilized an Auto-Regressive Distributed Lag (ARDL) Model to remove the trend
and seasonality components.

24. We did a random 70:30
split in our data set. Hence
70% of the data was used
for training our models, and
the remaining 30% to
evaluate them.
Way Forward
Train & Test Sets Evaluation metric
RMSE
The main error metric we used
to evaluate our models was
the RMSE (root mean squared
error). It indicates the absolute
fit of the model to the data–
how close the observed data
points are to the model’s
predicted values.
Baseline Model
The best guess for
predicting the demand on
any given hour will be the
mean of the demand of
the bike in the training
data set.

25. Evaluating the Baseline Model
Best Guess-192 bikes
Best Guess is the mean of the bike demand in the training data
Baseline Model RMSE (root mean squared error) -180.978
We will compare the rest of the models…
Linear regression, Decision Trees and Random Forests
…with the Baseline Model RMSE and compare the values to gauge the model
performance and find the best model for predicting the demand

26. Linear Regression Model
Auto-regressive Distributed Lag (ARDL) Model
Utilizes lags of bike demand and distributed lags of the hour of the day to remove the trend and seasonality
components
RMSE -125.345
 RMSE 30.8% improvement over Baseline Method
R2 – 0.84
Count of Bike
Demand
season, workingday, temp,
humidity, hourofday, count1,
count2, count3, hourofday1,
hourofday2, hourofday3,
hourofday4, hourofday5,
hourofday6, hourofday7,
hourofday8, hourofday9

27. Understanding the ARDL model
Non-Stationary Trending Data Non-Stationary Random Walk
Desired State: Stationary Data
Sample means from different
periods are relatively equal.

28. Decision Tree Model
Using variables- Season, Day of week, Hour of day, Working day, Holiday,
Weather, Temperature, Humidity and Windspeed
RMSE- 107.259
RMSE 40.5% improvement over Baseline Method
R2 – 0.64
We can further try the Random Forest approach to improve upon the results
and prevent overfitting.

29. Random Forest model
Top 4 Important Variables
 Hour of Day, Temperature, Humidity, Day of week
Random Forest Model RMSE-68.869
 RMSE 62% improvement over Baseline Method
 R2 – 0.85
Count of Bike
Demand
Season, Day of Week,
Hour of Day, Working
Day, Weather,
Temperature, Holiday,
Humidity and Wind
Speed
1000

30. Understanding the Random Forest model
Minimum no of trees needed-613
Plotting error as a function of the number of trees
Top 4 Important Variables-
 Hour of Day, Temperature, Humidity, Day of week

31. Comparing different approaches used for Prediction
Since our primary
objective is to predict
the count, we would
want to go with the
approach that gives us
the lowest RMSE,
which is Random
Forest in this case.

32. Recommendations
To make our promotions more targeted through Weekdays, we can segregate the bike
demand in three categories:
HIGH
7-9 and 17-19 hrs.
Medium
10-16 hrs.
Low
0-6 and 20-24 hrs.
Also we see a trend where we see less demand during Spring.
Find ways to increase demand
• Give returning and new customers a deal
• Look at creating an exclusive riders club

33. Appendix

34. Some Visualizations

35. Some Visualizations

36. THANK YOU

37. Specific details were removed due to Non Disclosure Agreement

49. ‘L’Oréal Brandstorm’
Defining the Go To Market Strategy
for L’Oréal Kiehl’s

50. Total sales men’s cosmetics USD 5.13 Bn
• Continent’s five biggest markets - France, Germany, Italy,
Spain and UK
• Sales of skincare products boomed -289 million euros in
2005 to more than 420 million euros in 2011
• Mature and Developed market
• Slow and controlled growth
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
Global Market Characteristics
• Men’s grooming is a 13.4 billion posing 4 %
growth to reach 15.5 billion 2017
• Account for 47 % percent of beauty products
worldwide
• Average spend on cosmetics US $ 2443.07
• Deodorant is 2nd largest category with $ 8 billion
sales in 2012, follows 8 % growth rate
• Skincare is the largest category in this industry
• Men’s grooming reached USD 3 Bn in 2012, up from
US $ 2.5 Bn in 2007
• Sales expected to rise by 16% by 2017 USA
World
Europe Asia Pacific
Total sales- USD 4.043 Bn
Contribute to 23% growth by
2016 of global market
Major markets-
• India, China
• Japan, South Korea
South Korea:
Market growth has been average 10.4 % since 2006
Largest market size, constitutes around 21% of Global Sales
Market size growth-from $493 million in 2007 to $ 836million 2012 (Euromonitor)
China-
Market grown by more than 20% a year during 2012 to 2014 (RNCOS)
Will overtake South Korea as the largest market in next 5 years
• World: Men's grooming to reach 15.5 billion USD by 2017.(2% CAGR)
Asia Pacific: To contribute 23% growth(2016) of global market
• Mature Markets: Japan & South Korea
• Drivers of Future Growth : China, Thailand and India
Key Takeaways :

51. Consumer
Insights
Current Market Situation in India
Expected market
size
Rs 52.7 billion
2016
Current market
size
Rs 38.1 billion
Increase of 22%
in the year
2012
Absolute
Growth US $
191mn
CAGR 9%
(08-13)
India at a Glance
Two major categories
• Shaving
• Toiletries (bath,
shower, hair, skin,
body care etc.)
Major segment
is Shaving
category
By 2015 Major
Segment,
Toiletries – 54%
share
Presently, Pre-shave category
is much bigger than the post-
shave category
Source-Hansa Research Company
Source-Euromonitor
Demand
• Maturing demand in top-tier
cities -Mumbai, Bangalore and
New Delhi & second rung areas
with a highly style-conscious
population like Chandigarh and
Goa
• Great desire in small towns for
grooming increasingly,
especially in the whitening and
fairness segment
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

52. Fastest
growing
Category:
Fairness
creams
2nd
Category:
Mass
creams
3rd
Category:
Face washes
By 2016 66%
of total male
skincare
product sales
to come from
the Asia
Pacific region
(Euromonitor)
Male
Skin
Care
• Market size Rs 800 crore
• Grew at 34% as compared to 20%
of women skin care
• Skin creams segment grew at
41%—faster than the overall skin
cream category in India, which
grew at 27%.
• Expected 25% CAGR due to
increased demand of skin
whitening creams
• 50 % of men’s toiletries sale to
come from deodorants and
hair care
products.
• Growth rate of deodorants is
46%
• 31% of men's grooming value
growth by 2016 will come from
deodorants
• Nielsen study, men grooming segment
growth is faster than the growth rate of the
total personal care and beauty industry in India
• The market for hair color for men grew nearly three
times the overall category growth of 23%.
• Male anti-aging cosmetics are a niche segment with
interesting growth prospects in the future
• Conditioners have low adoption among youth segments
• Male’s grooming category is evolving in India.
Expected market size (2016) :Rs.52.7 billion
• Skincare plays an intrinsic role in personal
grooming
• Toiletries to become the major segment in
2015
• Increased demand of skin whitening creams in
India
• Male anti-aging has high growth prospects
• Maturing demand in metropolitan cities
Key Takeaways :
Deodorants/Fragrance
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

53. Consumer
Insights
Local Market Characteristics
Industry
competition
Threat of
Potential
entrants
Threat of
Substitutes
Power of
Buyers
Power of
Suppliers
Level: Low
• Most stores are self
owned
• Majorly products are
imported directly by
company
Level: High
• Limited premium well established brands
offering differentiated products
• Quality is a major factor in the premium
brand segment
Level: Medium
• Masstige brands
fighting for premium
target segment
• In few cases selective
brands users move to
lower level brands
Level: Medium
• A Limited number of premium brands to
choose from for men cosmetics
• Men are brand loyal and stick to specific
brands
• Can shift brands for specific needs
Level: Low
• High start up costs in R&D
• Government regulations-High import tariff
• Ban on animal testing by India
India to drive
growth in the men
grooming market
by 2016 along
with other BRIC
nations
Retail penetration
has been a major
factor in growth.
Rise in retail
penetration from
3% in 2005 to 8%
in 2012, expected
13% in 2015.
Industry Analysis for premium men
cosmetics in India
Porter’s 5 forces model
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
India to become a major market for grooming in the coming years. The market is maturing with time and can be explored
by various premium brands.

54. Most
Preferred
Consumer
Insights
Distribution Channel Characteristics
Distribution
channel
2000 2005 2013
Non-store
retailing
10.0 14.0 16.1
Drugstores 13.1 12.4 12.8
Department
stores
13.3 10.6 9.5
Beauty
specialists
13.9 13.1 13.4
Super/Hyperma
rkets
25.6 26.0 26.9
All others 24.1 23.9 21.3
Source: Barbalova 2011, Moulin 2012, Euromonitor International.
Cosmetics distribution channels 2000-2013
In Premium Segment 6% sales
comes from Online model
Internet is an important tool to
make men learn about the
products
Growth in Brick and Mortar
Retail-5% and in online selling-
31% since 2012
Premium
Segment
Mass
Segment
*includes online sales also
DistributorProducer Wholesaler Retailer Customer
Customer
Producer
• Premium brands tend to keep strict control over
distribution networks
• Online selling has been growing with a healthy rate
• Supermarkets were dominant sales channel for
with US $8 Billon worth sales worldwide.
Company
owned
store
Customer
3rd party
Ex. Shoppers
Stop
Producer
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
Key Takeaways
• Growing importance of Multi channel distribution- Results in
increased Brand Loyalty, larger profits and sustainable
growth
• Premium Brands also provide direct shipping, home delivery
to customers to increase penetration of markets

55. Consumer
Insights
Evolution of Man and Market
1985
25 % of men’s
goods were
bought by the
men
themselves
1998
52 % men were
shopping for
themselves
2004
69% of men
involved in
shopping for
own selves
2012
85% prefer to
buy their own
products
Evolution in Emerging markets:
Need to reach a certain level of income before adoption
of grooming products begin.
Start Household products like detergents and soaps
Extension Packaged foods such as instant noodles
Move up Personal care products
Deceleration occurs
slowly in grooming
industry than other
consumer items
Hence it has longer
periods of fast growth
Men in Mature markets for Grooming Products:.
 Concept of metro sexuality adopted very early by men
 Results in enhanced rate of maturity of the market
Ex. In the market of JAPAN:
• The per capita sale of men cosmetics is one of the highest
• Grooming regime is no longer the preserve of the gay male
• Proof that high disposable income is not the only reason for growth
www.spireresearch.com
Major Challenges:
• Converting male users of women’s skin products to use the
products developed for them is a challenging task
• Brands cannot approach the men’s market as they approach the
women’s one
Key Takeaways
• Men have started to purchase their own products
• Male grooming has a longer period of fast growth
• Grooming no longer associated with gay or metro sexuality
• Converting male users of female skin products is a huge
challenge
• Only 11% of men use skincare products daily
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

56. Consumer
Insights
Factors Affecting Purchase
Men are:
• Brand conscious
• Do adequate research before
purchase
• Take pride in being boys and
masculinity
• Brand loyal when it comes to
skin care and shaving
products
Reasons for sharp rising demand among India men:
• Rising beauty consciousness
• Changing demographics and lifestyles
• Deeper consumer pockets (increased spending)
o Indian men spend approximately $100 more than women
in personal care products (ASSOCHAM report)
• Rising media exposure
• Greater product choice, more brands in market
The Indian Youth:
• Young generation influenced by
changing standards of male beauty
• 75% of India’s youth spend on
fashion and beauty products and
tech products
• Spending is Rs 1000-5000 every
month on buying cosmetics
• Huge growth in consumption
pattern of cosmetics between 2010
and 2013
• Increasing awareness of fashion
trends amongst teenagers
• Good skin and hair is matter of style and depicts social status,
flaunt value , results in competitive advantage in job market
• Dull skin and hair makes youth less confident and attracts
negative attention
• 58% of men say personal care products boost self-esteem
• 79% say they feel more attractive when they’re well groomed
• 71% think good skin is important to attract opposite sex
What do they think?
A CHANGING ATTITUDE
Great looking skin is the latest
men's accessory which affirms
masculinity and social new car.
Mintel’s Report
Key Takeaways
Characteristics of Men:
• High Brand Loyalty
• Pride in Masculinity
• Relate personal care products with self esteem
• Indian Men spends more than women for personal care
• Youth of India spends a substantial amount on grooming
products
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

57. Consumer
Insights
Mass Market Selective MarketHair care-
• Hair Gel
• Shampoo
• Conditioners
Shaving-
• Razors
• Shaving cream
• After shave
Others
• Difference in product portfolio of
both the markets for men’s
grooming
• Selective market caters more
towards aging and younger looking
skin, specific products for different
needs
Body & skin care-
• Fairness cream
• Face wash
• Moisturizer
• Cleanser
• Body wash
• Soap bars
Anti ageing-
• Youth Activating
• Anti wrinkle
• Age Defense
Shaving-
• Pre Shave
• Post Shave
Body & skin care
• Sun care
• Cleanser
• Lip balm
• Eye cream
• Dark spots
• Body Cream
• Hand & Foot Cream
• Multifunctional products
Fragrance
Product
Category
1998 2012
Skincare 16.4% 23.0%
Haircare 20.8% 17.3%
Fragrances 12.9% 10.4%
Toileteries 31.2% 30.6%
Others 5.2% 6.4%
Global Beauty Retail Sales by Product Category
Major Shift towards
Skincare
Growing
Aging Population
worldwide
Non
Organic
Beauty
Products
Increasing awareness and
demand of Organic and
Natural Products
Organic
Beauty
Products
Premium Segment
Companies
Masstige Market
Companies are shifting
towards upper Masstige
segment
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
What’s Out there for him?
Current Trends

58. Consumer
Insights
Consumer Survey
Objective: Study the consumption pattern of male
consumers towards male cosmetic products.
No. of Respondents : 128 Age: 24-45
Gender : Male (conducted through Rotary India)
Survey
Research
Hypothesis
Correlation
Analysis
Conclusion
Research and Conclusions
54.3 % are those
who are using a
skin care product
since last 2 to 3
years
75.4 % feel that physical
appearance is important
for them in today’s world
50.9 % using
the skin care
product for
facial care
Majority 69.71%
spend 0-1000 on
cosmetic products
per month
41.1 % were those who purchase
form specialized cosmetic store
Conclusion after Correlation Analysis
• The result indicates that the Delhi’s male cosmetic
consumption behavior was strongly influenced by
cultural and personal factors.
• Growing importance of looks in work and life
• Spending on cosmetics is increasing and the most
preferred distribution channel is specialized stores
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

59. Various Phases 18-25 26-35 35+
• Lack of choice when it comes to cosmetic
products
• Spends more money on grooming and
personal care products than women
counterparts
• The aspirations and requirements of
this segment is rapidly evolving
• Young male segment has been assigned the
2nd highest brand influence of all
• Higher purchasing power
• Segment contributes most to the increasing
trend of males using skincare products
• Want to make an impression at their
workplace
• Have little experience with luxury skincare
brands and also limited knowledge of
skincare products
• Highly susceptible to the marketing
efforts of cosmetic brands
• Males in this segment are slightly
more influenced by brands
• Do not want to trade down to
cheaper and unisex brands
• Ability to access the effectiveness of
brands they have tried before in the
past
• Difference in attitudes than female
counter parts
Consumer
Insights
Classifying the Indian Male Consumer
Defining a
Premium
Male
Customer
Needs High
Quality, allergy
free products
Knowledgeable
about products
Frequent
Traveler(Mostly
2-3 times a year)
Socio Economic
Classification A+,
Seekers, Aspirers
Mostly Working
Professionals
Equate looks
with Social
Status
Specific needs
when it comes to
skin care
Susceptible to
marketing
efforts of
brands
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
Willing to pay
premium price for
Male Specific
Cosmetics Products
KuicK Research

60. Starts using
aging products
of premium
brands
Customer
loyalty steeps in
Switches brand
only if a new
need arises
Starts
Diverting:
He starts using
a couple of
premium
products
Rise in
purchasing
power
Gets married
:Female Enters
his life and
changes the
purchasing
pattern
Requires
products for
specific needs
Ready to try
different brands
Faces the
world(
job/education)
Gains
knowledge
about
premium
segment
Consumer
Insights
Consumer Life Story of an Indian Male
16 18
Products:
Shaving Products
Hair Gel
Face wash (Any Brand)
Unisex Shampoo
Uses majorly
Mass segment
products or
Unisex
Products
21
Products:
Conditioner
Face Wash
Skin Cream
Deodorants
Enters College
Becomes more
careful about his
looks
23
Products:
Shower Gel
Body Wash
Men’s
Shampoo
Moisturizer
Products:
Male Specific
Products
26
Products:
Starts using
Premium
products for
men like anti
wrinkle, dark
spots
35
Products:
Anti Aging
Eye coolant
Youth
activating
45
Sticks to a
particular
brand: Loyal
customer
He has moved
away from the
mass products
Products:
Male Specific
Products as
and when
need arises
60
At various Ages
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

61. Consumer
Insights
Defining main trends for this customer
Importance of Packaging
• Color of packaging is crucial for the success in
the market (preferred colors-blue, white and
silver)
• Products need to be rebranded to look and feel
as tailor made for men
• Sachet marketing is the trend in men grooming
market to promote products
Demand of Multifunctional Products
• 3 in one products like shower hair wash and
shaving combination helps in persuading men
• Need for offerings that target multiple problems
such as dry and sensitive skin, hyperpigmentation
and acne.
• Multifunctional products which though high
priced cut the need for buying several products
The Fast pace of Men
• Men who are always on the go cannot afford to invest a lot of
time in taking care of their skin
• An ASSOCHAM study shows most men are looking for separate
sets of bathing and essential care products that include bath and
shower gels, face wash, and deodorants.
• “ A man wants to be able to get his shopping done quickly and
doesn’t want to have to walk through dozens of meters of
perfume and makeup counters to do so “
Need to increase Awareness
• Having a men specific place in the store helps male purchases
• Media helps a lot in buying and motivating men to change their
perceptions example David Beckham
• In India magazines make men more open to purchasing items that
are less familiar
• Brands are relying on online campaigns and social media to reach
out to their target market
Key Takeaways
• Men have specific
needs and want to
get done with
shopping quickly
• They prefer products
which are
multifunctional and
have decent
packaging
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

62. Consumer
Insights
Major players in market
To provide consumers with products which fit their
needs, ones that are allergy and fragrance free, never tested on animals,
are easy(3 step process use), and are backed by years of R&D to prove that
they are of exceptional quality
• To bring the best to everyone that uses it…Fresh , Clean & Pure
Parent Company: Estee’ Lauder
Major Player in India. Record growth of 65%
P
T
P
T
To promote a responsible and healthy way of life,
through the very best traditional, organic, natural and effective beauty and
well being products from the Provence region of France.
• Shea butter specialist, refreshing, earthy and musky
P
T
Believes in refinement, discretion, sophistication
& attention to detail to gain credibility in the eye of the consumer.
• Believes in Omotenashi : Understanding the customers needs correctly
• High quality at low price , Affordable: Value for money
P
T
As an one stop solution, to redness, irritation, flare-
ups, tightness etc.
• As a pioneer in the Men’s grooming business with simple ideas
• One that makes men comfortable by helping them take good
care of their skin, every day
No specific stores in India. Products are sold online
One that believes in beauty with an unmistakably
French Accent
• Provides quality service that one can trust combined with
personalize advice, masculine look, dermatologically approved
P
Discontinued Men’s Care India from 2012
Only available Online
Men who have just started working in service industry
Want premium grooming products at the price of mass products
Men who want multifunctional products
Want products that are of high quality and are fragrance free
Men want who natural products derived from organic elements
Men who want simple products that become part of their daily
lives
Want less number of products for different day to day problems
POSITIONINGP
TARGETT
Limited number of players in Indian
market are selling products of
premium range for Men
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

63. Consumer
Insights
Competitive Analysis
Basis L’Occitane Clinique Kiehl’s
Presence
No. of Posts on FB last
month
46 45 26
Total Likes 2784747 3020118 784079
Growth Rate(likes) 1.39% 1.2% 1.6%
No. of Tweets Last
month
50 63 153
Replies Last Month 7 122 27
Total Followers 2156 149463 47249
Growth
Rate(Followers)
7.96% 2.6% 2.75%
Digital Strategy
Category L'Occitane Clinique Kiehl’s
Shaving Post/Pre/After shave
+ Razor &Brush
Post/Pre/After
Shave
Pre Shave
Bath and
Shower
Conditioner,
Shampoo, Soap,
Body Care Hand Cream, Foot
Cream, Body Lotion
Face Care Moisturizer, Face
Wash
Dark Spots,
Scrubbing
lotion
Moisturizer,
Lip balm,
wrinkle lift
Sun Care Instant Tan SPF 50
cream
Eye Care Cooling Eye Gel De Puffer
Fragrance Yes Yes No
Products
Natural Ingredients
Scientific Expertise
General Targeted
Product Positioning
Pricing
Basic Shaving cream
Rs.1250 – Kiehl’s 150 ml
Rs.1490 – L’Occitane 150 ml
Rs. 2001 - Clinique 125 ml
Store Experience
Clinique: More centric towards women. Few male salespersons and lesser
shelf space for male products.
L’Occitane: A connect with the nature, pleasant ambience. They bring their
French culture in the store by putting French music and the French interiors
Kiehl’s: The store has a quirky look and has more of a unisexual look. It does
not look like a any other competitor, its more trendy and cool ( Mr. Bones,
Bikes etc.).Separate rack for Men’s products(helps attract male customers)
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
Key Takeaways
• Kiehl’s is low priced (when compared
to the rest 2)
• Clinique has the best online
presence
• Kiehl’ store experience for men is
better
• Differences Product portfolio

64. Consumer
Insights
Channel L’Occitane Clinique Kiehl’s
Self Owned stores
Specialty stores
Online
Department
Stores
Pharmacies
Distribution Strategy Market Share
Category Global Asia Pacific
Premium Men’s
Bath and Shower
0.4 4.4
Premium Men’s
Deodorants
0.7 1.2
Premium Men’s
Skin Care
7.0 2.5
Men’s Shaving 0.1 0.6
Post Shave 1.5 6.4
Pre Shave - 0.5
Category Global Asia Pacific
Premium Men’s
Skin Care
0.3 0.4
Men’s Shaving - 0.1
Post Shave 0.6 0.8
Pre Shave 0.1 0.4
*Only categories having market share above or equal to 0.1 have been mentioned
Category Global
Premium Men’s
Skin Care
0.5
• Featured stories
• SMM
• Word of Mouth
• “No Advertising”
policy
• Advertising
• Social Media
• Direct selling
(mail)
• Coupon codes
• Video advertising
• SMM
• Coupon codes
Promotion
Strategy
L’Occitane Khiel’s Clinique
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
Key Takeaways
• Distribution network of Kiehl’s and Loccitane is
stronger due to more control on distribution
• Market share of Kiehl’s is not significant
• Promotion and marketing of the brands other
than Kiehl’s are diversified

65. Consumer
Insights
SWOT Analysis
• Apothecary culture
• Retro packaging tailored for men
• Intensive Sampling
• No fragrance, natural products
• Diversified product portfolio
tailored to men
• Kiehl's rich history of adventure
and science
• Quirky store experience
• Consultations, personalized advice
Strengths Weakness
• Small part in store dedicated to men
• Low brand awareness among men
• Digital presence not tailored to men
• Recent price cuts
• Conversion rate of male customers
to male specific products is low (7
out of 20 males)
Threats
• Import oriented (subject to various
tariffs, currency fluctuations)
• Low market penetration of men
grooming products
• Increased presence of Masstige men
cosmetic products
• Bath and mostly hair care usage of
unisex products by a majority of
men
Opportunities
• Demand for innovative and
multifunctional products catering to
specific needs
• E commerce with local players
• Increasing digital activities catering
to men (Fb, twitter, YouTube etc.)
• Expanding in market of anti-ageing
and whitening products (increasing
consumption rate)
Opportunities for Kiehl’s
• Tap young customers (18-22 years)
• Increase male specific content on Facebook and
other social media platforms-Pinterest and YouTube
(Increase awareness among men)
• Involvement of Indian celebrities in its cause
campaigns in India (association of celebrities will
help convince men and change perception)
• Expanding the e commerce business model for
Kiehl’s men ( men are spending more time online)
• Expand product portfolio (include products which are
multifunctional and cater to specific needs)
• Aging population in Asian region (need for categories
like hair-fall treatment, hair implantation, skin
treatments in near future)
• Improving distribution of products in places where
brand is absent (Mostly tier 2 cities)
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

66. Consumer
Insights
Kiehl’s New Mobile App
Helps in engaging male
customers
Makes a connect with the
customers even when they
are offline
Link Loyalty Card with
Mobile App
Increased
Customer
Engagement
Encouraging
repurchase
Send mobile
notification to
place order with a
single click
It’s been 3
months time to
buy a new
shaving foam.
Order with a
single click
Convenience of
ordering safely
Take order directly
from Mobile App with
Cash on Delivery option
Products for Men
• Shaving
• Skincare
• Eye Care
• Anti Aging
Details of Product and
range
Giving them an
offline experience
and an opportunity
to find new
products
Activities: Mobile App
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

67. Consumer
Insights
“Smile with Khiel’s” Photo wall
Create a RFID enabled
Loyalty card
Helps manage profiles
and purchasing history
information of
registered customers
RFID
tagged
sample
product
Touch
screen with
RFID reader
• Enables customers to find
info about any product
• Faster service for customers
• Greater information about
how customers sample
products.
When a
customer
steps in
Checks IN
Scans Product
of choice
• Reads Details
• Reads Reviews
• Sees
recommendation
• Option of sharing
views on FB
• Places an order
Simultaneously,
Salesman knows about his
• Personal Details
• Past purchase history
• His preference
Bill is processed
Key Takeaways
• Improving in store
experience
• Obtain useful data about
consumers
• Involvement of couples
in purchase decisions
• Building stronger
relations with couple
shoppers
Photographs
clicked of
couples who
visit to store
with their
Khiel’s
purchase
Based on the
number of
purchases
“Shopper
Couple of the
Month” is
selected
Event Frequency- Monthly
Photograph
is displayed
on the Khiel’s
photo wall
Winner
announced
on FB page
and he gets
a gift pack
RFID tagging
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research

68. Consumer
Insights
Kiehl’s Men FB page and YouTube Channel
Channel
• Contains details about Men’s Products- in Kiehl's
quirky way
• Daily posts related to areas like- Sports, Gadgets,
Heath, Fitness Movies, etc.
• Online App for getting tips and suggestions
• Videos and tutorial on YouTube channel
• Men spend more time on YouTube than women
• Use FB mostly to gather information, broadcast their
views and opinions
Key takeaway:
• Increased posts by men, product recommendations
by men, feedback and suggestions on page
• Create awareness and visibility among men
Cause Marketing Campaign
Lift-UP a Child’s Career
Product: Facial Fuel Heavy Lifting
Idea: Men will adopt a child through Kiehl's and help lift up their career (financially)
Activity: In-Store promotion of the campaign globally and special donation boxes in store
The Male
Consumer
Premium Male
Consumer
Competitive
Analysis
The Brand
Kiehl’s
In-Store
Activities
The Market Research
1. Male users of Facial Fuel will be shown a special promotional video of children who want
to study further but cannot due to income constraints
2. Kiehl’s will accept donations from customers and transfer the whole amount to support
these kids
3. Customers who donate will be shared regular updates about the performance of kids
and their achievements both is store and by e-mail
S
T
E
P

69. THANK YOU

70. Marico Over the Wall
Reigniting the Saffola Masala Oats Brand

71. Exec
Summary
His
Insight
Maggi
Oats
Our 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 Ads
FACEBOOK Sponsored posts and activation
campaigns on SMO’s official page
Tie-ups with Zomato verified reviewers and bloggers
Featuring SMO in Zomato collections Like Quick bites,
Pocket friendly, Street food and Great breakfasts
Consumer
Story
Consumer
Story
Detailed Executive Summary of 500 words Attached in the above link, this slide is a summarized version of it.

72. Redefining Target Segment
Key Insight
All the brands are focusing on benefits for the
heart and are targeting age group of 30 +
Target Market: Working professionals 35 + and
housewives
Positioning: Deliciously nutritious mornings &
Make a smart start to a Healthy Heart
Target Market: Working professionals 35 + and
family as a whole
Positioning: 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 decisions
Healthy conscious
Always on the
move
Gen C
Age : 20-30 Years
First Jobbers
Key Takeaway
Saffola can target a totally untapped market
who is health conscious wants to stay fit.
IT Employees /
BPO/ KPO
Exec
Summary
His
Insight
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
DIFFERENTIATING FACTOR
Consumer
Story
Consumer
Story

73. 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
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
Consumer
Story
Consumer
Story
* Reports: National Restaurant Association of India (NRAI) and Technopak

74. • 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
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
* CERS report states Maggi Oats as unhealthy, with just 40% oats in it
Consumer
Story
Consumer
Story

75. Getting Ready for work
7:00-7:45 AM
Saffola Oats @Rs.15
The 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 plays
Types of Targeting:
Interest Based
Remarketing
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 -1,10,000
Number 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 Takeaway
The connect would be their because Gen C is health conscious and Oats have never been targeted towards them
Exec
Summary
His
Insight
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
Going to Office-
Transport
Consumer
Story
Consumer
Story

76. 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
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
9:00 AM- 6:00 PM
Working in Office
Consumer:
• Impressed by taste
• Probable Snacking
option
• Convenient to
cook and consume
SMO
Consumer
Story
Consumer
Story

77. Mobile Application
Website Portal
Flavored
Oats
My Diet
Plan
Myth
Breakers
Oats
Recipes
Benefits
of Oats
Download App
Sign Up
MYTH BREAKERS
Myth 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 breakfast
Oats is an all-day food. It helps give you sufficient nutrition to carry out your
day
Myth 3: Saffola Oats has ‘Ajinomoto’ in it
Saffola 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, Veggies
Exercise: Heavy Weight
Training
Along with
moderate
intensity cardio
Diet Plan: Complex Carbs:
Whole grain cereals, Oats,
beans & lentils
Exercise: 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 Oil
Exercise: 40 Minutes
cardio session to build
body muscle
Exec
Summary
His
Insight
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
MYTH
BREAKERS
Key Insight
Myths 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

78. 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
* SMO: Saffola Masala Oats
Exec
Summary
His
Insight
Maggi
Oats
Our TG Website
Zomato
& 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

79. 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.15
Cost 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 price
Price of procurement
1 Saffola Carton 12 15 10% 162
Selling Price of 1
Saffola Carton 12 25 - 300
Profit Margin 85%
Exec
Summary
His
Insight
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
SMO Vendor
Consumer
Story
Consumer
Story

80. Story 2020
Exec
Summary
His
Insight
Maggi
Oats
Our TG Website
Zomato
Deal
Vendors
Way
Ahead
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.
2014
Change 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
SMO
successfully
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
* SMO: Saffola Masala Oats
Consumer
Story
Consumer
Story

81. THANK YOU