Reigniting Saffola Masala Oats
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This project was done as a part of the National Level Case Study Competition "Marico Over the Wall". It was also the winning presentation from the campus round held at IMT-Ghaziabad. The objectives were: - Formulate a long term and short term growth strategy for Saffola Masala Oats - Create a differentiation for the brand from competition - Find ways to tap into the snacking opportunity that looked untapped - Make the campaigns scalable and cost efficient - Address potential threat of the newly launched Maggi Oats Noodles
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Reigniting Saffola Masala Oats
- 1. Marico Over the Wall RAP GOD RAHUL SINGH l ADIT GROVER l POORNIMA SHARMA
- 2. 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.
- 3. 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
- 4. 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
- 5. • 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
- 6. 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
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. 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
- 12. THANK YOU
Editor's Notes
- Report by National Restaurant Association of India (NRAI) and Technopak Research reports ‘State of the Urban Youth, India 2012: Employment, Livelihoods, Skills,’ a report published by IRIS Knowledge Foundation in collaboration with UN-HABITAT. Research reports from Ashocham, Global Web Index, IAMAI, Nielson 2012
- ** Notes: "In the food category, there are serious food moments and frivolous food moments.” Consumers serious food moments which usually happen at breakfast, lunch or dinner.