Saffola is a brand owned by Marico that produces oils, atta, and salt in India. In 2010, Saffola entered the breakfast category by launching Saffola Oats. Saffola Oats are double steamed for uniform texture and are high in iron and protein. They have emerged as the second largest brand in the oats category with 12% market share. In contrast, Coca-Cola launched Vanilla Coke in India in the early 2000s but it failed due to several reasons such as consumers not liking the taste, irrelevant advertising, wrong positioning and target group, and pricing it at a premium compared to regular Coke.

1. SUCCESSFUL
BRAND

2. SAFFOLA
• Saffola belongs to Marico
which is an Indian consumer
goods providing consumer
products and services in the
areas of health and beauty.
• Few of the brands of Marico
are Saffola, Parachute,
Hair&care, Nihar, SetWet,
Livon, Revive, Kaya skin
clinic etc.
• The main products of
Saffola are oil, atta and salt
and they came out with
brand extensions of oats,
zest and arise.

4. SAFFOLA OATS
• The Saffola brand decided to enter the breakfast category in
2010.
• They are double steamed for a uniform texture and are
specially formulated with high iron and protein content.
• It helps to keep the calories in check and helps to maintain
the weight.
• It has emerged as the 2nd largest product in the Oats
category with a value market share of 12%.The leading
brand is PepsiCo’s India Quaker with a share of 40%
• The USP of Saffola oats brand is that it has been made
specifically to suit Indian cooking in terms of taste and
texture. The brand is competitively priced to the existing oat
brands in the market.

5. • It helps to reduce the need for anti-hypertensive
medication.(no cholesterol)
• It is easy to make, non time consuming and a
healthier option than the traditional Indian
breakfast items.
• They decided to enter into the oats category
because of its ‘good for your heart’ equity which
has well-entrenched in the minds of the
consumers as a health and wellness brand.
• It has created a huge impact on the parent brand
and created a niche for Saffola in the breakfast
industry.

7. FAILURE BRAND

8. VANILLA COKE
• Coca-Cola Vanilla is a vanilla flavoured
version of Coca-Cola soft drink introduced in
the early 2000s.
• It was introduced in 2002 but subsequently
discontinued in North America and
the United Kingdom in 2006, but remained
available as fountain drink during that time.
• It was relaunched in the U.S. in 2007 and in
the UK in 2013. Coca-Cola announced that it
would be Limited Edition in the UK, however
due to strong sales, it is now staying within
the UK Beverage market, becoming a
permanent flavour.
• In 2003, Pepsi introduced Pepsi Vanilla to
compete with Vanilla Coke.

9. • Blind tests done before launching Vanilla Coke revealed that
consumers will like the taste
• It carried the tag line Ice Creamy Thanda.
• The India campaign took a cue from the "hip-hop" commercial used in
Hong Kong, where it had been successfully launched earlier.
• The 60-second ad was played on youth-centric channels like MTV,
Channel [V], HBO and AXN and even regional channels like Sun TV.
With a retro-Bollywood theme, the ad urged consumers to "try
something new and different", in classic 1970s style.

10. REASONS FOR FAILURE
• Consumers also did not like the taste of Vanilla Coke.
• The campaign was not targeted at the right segment. For teenagers , as they
not seen the old stars so could not easily relate the old characters and the
concept. The brand may have lost out in that respect.
• The brand was priced at a premium over the ordinary coke.
• 'Irrelevant' advertising was cited as one of the reasons for Vanilla Coke's
failure
• Wrong positioning & mismatch of target group and communication.
• Commercial itself was out of context and had no connection with Coke as
a brand.

11. INTERNAL REASONS
• Clutter-breaking TVC, but
contradicts itself
• Targeting youth with a retro
theme
• Lack of connect with slice-of-life
Coke commercials
• Curiosity generated, but low
support from the product
• Instant comparisons with original
Coke
• ‘Kids’ product because of the
flavour
• Taste similar to existing products
like ice-cream floats
• Lack of distributor push
• Margins on VC lower at 25 ps.
than Coke at 40 ps.
EXTERNAL REASONS
• Cola market slowing down
• Impact of pesticide and
groundwater controversies
• Growth of the health drink
and bottled water segment
• Competition from Pepsi and
its other brands
• Low acceptance as a mixing
agent with alcoholic
beverages