Marico Limited, founded in 1991, is a leading Indian consumer goods company specializing in health and beauty products, with a focus on edible oils and personal care items, generating revenues of INR 57.33 billion (USD 890 million). The company offers a range of health-focused products under its Saffola brand, including cooking oils and food items designed to promote heart health, while targeting primarily urban consumers who are health-conscious. Their marketing emphasizes the unique health benefits of their products through innovative technologies and lifestyle integration.

2. Industry Consumer Goods
Founded 1991
Key People Harsh Mariwala
Products Edible Oil, Hair Oil, Skin &
Personal care, etc.
Revenue 57.33 billion INR (US$890 million)
Website www.marico.com

3.  Marico is an Indian consumer goods
company providing consumer products
and services in the areas of Health and
Beauty based in Mumbai.
 Marico Limited is one of India's leading
consumer products companies operating
in the beauty and wellness space.
 Marico Limited, together with its
various consumer goods and services
in India, the Middle East, Asian
countries, Egypt, and the United States.

4. Portfolio : Beauty & Wellness
 Hair Care
 Hair Oils : Pre/Post Wash
 Hair Colour
 Healthcare
 Healthy refined edible oils
 Functional Foods
 Male grooming/ styling
 Deodorants
 Hair Creams/Gels/Wax
 Skincare
 Body Lotion
 Cosmetics
3

5. Saffola is a health care brand which
brings to you a range of everyday
Heart Healthy Foods and Services
that are easy, effective and enjoyable
so that they easily integrate into your
lifestyle. For the last years,
Saffolalife has been creating
awareness about heart health and
inspiring people to heave a healthy
lifestyle for a healthy heart.

6. Each Saffola Oil is designed keeping your needs in mind, so that now you
can choose the right oil which meets the needs of your healthy lifestyle.
Always strived to provide the best in class quality – hence presenting a
range of heart healthy oils , which will make your health journey effective,
easy and enjoyable.
Rs. 655/- Rs. 498/- Rs. 750/- Rs. 975/-

7. What makes Saffola
Oils a healthy choice?
• Suffola have ‘LoSorbTechnology’, due to which oil gets absorbed less,
reducing oil consumption in your diet.
• Suffola oils are ‘Free of Trans fat’.
• Suffola contains Rice Bran Oil (RBO) which contains Heart
healthy nutrients .
• Suffola contains Safflower oil which is a colorless and flavorless
edible vegetable oil extracted from the seeds of the safflower & well
known for reducing cholesterol levels.

8. Saffola Salt Plus has less sodium making it an
healthier alternative to regular table salt. Diets low
in sodium help reduce the risk of high blood
pressure. It is recommended to consume less than
2300 mg of sodium on a 2000 kcal diet.
Rs.30/-

9. Saffola Oats are made from 100% natural wholegrain oats, which give
you health benefits. They have been double-steamed to ensure a uniform
texture and a great taste experience. Eating Saffola Oats as part of your
daily routine is both delicious and requires minimal effort. Saffola Oats
really are the smarter way to stay fit.
Rs.180/- per kg

10. Each serve of Saffola Multigrain flakes packs in 30% of your daily whole
grain requirement; bursting with fibre it helps keep you fuller for longer
which aids your efforts to stay fit.
A delicious mixture of whole grains like Oats , wheat and barley , with rice
and corn. Blended together with crunchy almonds and juicy black raisins to
create a nutritious , crunchy breakfast that is incredibly tasty.
Rs.265/- 400g

11. The Indian palate is naturally inclined towards freshly prepared, hot and spicy
foods. We crave for those savoury flavours during different times of the day.
Saffola Masala Oats are bursting with flavour and are made from 100% natural
wholegrain oats along with real vegetables and the choicest of masalas. Saffola
Masala Oats really are the smarter way to stay fit. Oats are high in fibre and
protein, which keep you fuller for longer, control your hunger pangs and
thereby help you manage weight1. A quick, healthy meal anywhere, anytime!
Rs.130 /- 400g

12. Saffola Aura blends the finest Spanish Olive oil with the goodness of
flaxseed oil , to create a rich and flavourful taste. It is full of detoxifying
benefits and is the perfect wellness Oil for Modern lifestyles.
When it comes to nutrition-dense super foods , Flaxseed is a wonderful
culinary addition to your kitchen. Flaxseed Oil is rich in Omega-3 and
Olive oil has high antioxidants.
Rs.575/- perkg

13. Rs.99/- Rs.153/- Rs.89/-
Rs.28/- Rs.18/- Rs.18/-

14. Rs.200/-Rs.130/- Rs.73/- Rs.199/-

16. Type of Segment State of being Suitable product
GEOGRAPHICAL :
a. Urban
b. Rural
a. Need Satisfaction & Health
consciousness.
b. Need Satisfaction.
a. Saffola Gold, Saffola Active,
Saffola Total & Saffola Tasty.
b. Saffola Tasty.
DEMOGRAPHIC Healthy oil was preferred by
educated housewives, and not by
uneducated rural women.
Saffola Gold, Saffola Active,
Saffola Total & Saffola Tasty.
BEHAVIOURAL
SEGMENTATION PRICE
To compete with different brands
available in the market, Saffola
launched 4 different variants with
different prices.
Saffola Gold, Saffola Active,
Saffola Total & Saffola Tasty.

17. TARGET SEGMENT EVALUATION PARAMETERS
URBAN INDIA :
INDIAN UPPER MIDDLE
CLASS
1. 20% of population lives in urban areas or large cities and
consume 11.2kgs of edible oil per year while the vast remainder
lives in rural areas, villages or small towns.
2. Saffola mainly focused on urban population because of its high
quality product and benefits are very difficult to explain to the
rural India.
3. Healthy oil category was undifferentiated in the minds of rural
India.
Rural market was very unattractive because of the following
reasons:
1. Per capita consumption is quite low.
2. Poor Rural infrastructure and consumption habits were different
from urban people.
3. Affordability is a great factor for the reluctant of rural people
buying Saffola which is a high premium brand.

18. AGE GROUP- All India’s most of the people are influenced by western culture so they had a
good potential for healthy eating habits.
Keeping in mind about health conscious people which are present in all
age group , Saffola has kept its uniqueness of providing a healthy oil which
is less on cholesterol and hence good for heart.
LOWER INCOME
GROUP
Lower income group was more or less not entertained by Saffola due to
quality product and cost cutting is not easy for them.
EDUCATED YOUTH Saffola created awareness in youth towards the health implications of
cooking oil and launched Ads to educate youth which they named as
Saffola Cholesterol Management.

19. PRODUCT TYPE OF POSITIONING STRATEGY
Saffola Gold Perceived Quality Saffola Gold A healthy lifestyle is the key to a
healthy body & heart..Today in the modern
day lifestyle, our eating habits, less physical
activity and stress – all these effects of a
hectic lifestyle, create free radicals in the
body which damage the cells.
Saffola Tasty Perceived Taste and Quality Saffola Tasty has the combined benefits of
Oryzanol and LOSORB technology. Multi-
seed Technology gives you goodness of two
oils in one - helping to achieve intake of all
kinds of fatty acids – MUFA & PUFA, to give
you improved nutritional profile. It has
LOSORBTM technology which results in
lower fat absorption - absorbs 20% lesser fat
as compared to other single seed oils like
sunflower Blending Oil Technology In food
under frying conditions

20. Saffola Total Perceived Quality Saffola Total has ad advanced antioxidant
system with the power of 5 antioxidants -
Antioxidants help repair cell damage caused by
free radicals. These free radicals travel
throughout your body, affecting your immune
system and increasing the risk of diseases like
CVD.They prevent the free radicals from
damaging your cells and thereby help maintain
health.
Saffola Active Health Based Saffola Active has the combined benefits of
Antioxidants and LOSORBTM technology along
with Omega 3. Since quantity of oil consumed
every day is as important as the right quality of
oil you choose for daily cooking, Saffola Active
helps you ensure both

21. The pack is designed in the shape of a heart to convey the product’s health benefits.
The heart - shaped Saffola pack further amplifies the brand’s mass media communication,
positioning the oil as being synonymous to a healthy heart while building a compelling presence
and identity at the retail level.