Saffola cooking oil was originally launched in 1960 as a flagship brand of Marico Ltd, targeting male consumers over 45 years old concerned with heart health. In the 1990s, Saffola established itself as the first "healthy oils" brand through doctor endorsements promoting its benefits. However, sales began stagnating as the brand was seen only as a prescription product. A repositioning effort in the 2000s aimed to broaden Saffola's appeal beyond heart health to "healthy living", but this also failed to significantly boost sales. The brand's strong medical association proved difficult to change. A new strategy refocused on younger urban consumers through the sub-brand "Saffola Gold" and a 360 degree marketing approach

1. SAFFOLA COOKING OIL – THE
REPOSITIONING JOURNEY
Arjun Choudhary (PGP14063)
Fahad Katrawala (PGP14069)
Mohd Aamir (PGP14079)
Rahul Kumar (PGP14087)
Soumya Sethy (PGP14098)

2. An Introduction
• Flagship brand of Marico Ltd.
• Launched as edible oil in 1960
• Early 1990s –target consumers are male of 45+
years
• In 1991-Saffola healthy heart foundation proved a
path breaking marketing effort.
• Cardiologists were specially informed as part of
marketing strategy to make them aware about the
benefits of the product.
• Despite the difference in taste, the brand became
the choice for the group of people as it provides
them sense of security

3. COMMUNICATING THE
“HEALTH” PROPOSITION
• First mover
• Created a “healthy-oils”
category
• Garnered good sales and
commanded a premium as a
“healthy heart” brand
• Marketing team projected it
as a therapy for the heart
• Adopted a unique marketing
strategy, involved doctors
• Had a fair share of very loyal
consumers

4. • Sales begun to stagnate
• Growing competition and market in the
“health oil” segment
• Very strong perception of Saffola as a
prescription brand
• Appealed to a narrow segment of heart
patients
• A market research ensued to study how
consumers view Saffola as a brand
CHALLENGES OF THE NEW
CENTURY

5. BRAND PERCEPTION
SUNDROP
SAFFOLA
SUNOLA
GOLDWINNER
POSTMAN
SUNOIL
Double Refined
Low cholesterol
Health Oriented
RUCHI
GEMINI
SVS
Sticky
Heavy
Fatty

6. SWOT ANALYSIS
Weakness
• Medicinal tag
• Higher cost
• Inefficient segmentation
Opportunities
• New taste variants
• 360 degree marketing
Threats
• Competition
• Failure of
campaigns
Strengths
• Higher recall value
• Higher PUFA
• Trusted Brand

7. REPOSITIONING
FOR GROWTH
• The objective was to
broadened the franchise
without losing the price
premium that the brand
commanded
• Reposition itself as brand
for healthy living,
rather than just for a
health heart
• Tie ups with sports clubs,
health clubs and gyms
• Tie ups with subject
matter experts

8. SAFFOLA BRAND PRISM

9. OUTCOMES
• Initially 15% growth in
sales
• Later sales started to dip
again
• Largely growth came
from within the
existing user base
• Previous brand
association was too strong
• Marketing campaign
failed
• Target audience were not
clearly defined

10. BACK TO DRAWING
BOARD
• Transformation from Healthy
Heart(namely Heart
attacks,hospitals,doctors) to
Healthy Living(stamina ,
overall feel-good factor)
• Targeted new demographic
segment primarily women or
couple, group age 25-45 years
and living in metros.
• Introduced sub brand “Saffola
Gold” – Product related to
expertise of the parent brand
Saffola with a promise of
intangible emotional benefits
meant for a new generation of
consumers.
• Discontinued “Saffola
Nutriblend”
• Decided to employ “360-
degree marketing approach”

12. Recommendations
• Work on the taste factor
• Sponsor some cookery shows
such as Master chef
• Suggest tasty and healthy recipes
on the packet