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Saffola Gold
- 1. Saffola GOLD Presented by TheGroundbreakers Ishita Gupta ,Saurabh Awana, Tarun Kumar, HamsaNandini, Aparna Rastogi and Ujjayani Ghosh ( Group -4)
- 2. “ THE HEALTHY ‘OIL’TERNATIVE
- 3. Saffola GOLD takescare of you and your family by bringing together the benefits of natural Antioxidant, MUFA, PUFA and Vitamins A and D, thus partnering your efforts to have a healthy lifestyle. Saffola GOLD
- 4. “ BUSINESS OBJECTIVE To increasemarket share by 4-6 % and enter into a new segment
- 5. Market dynamics “selective food habit” Fitness Industry poisedto grow at 20-33% per year “selective food habit”The branded edible oil segment is growing at the rate of 20%per annum
- 6. “ Keep your friends closeand your competition closer.
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- 8. •45% Market Share •18,000crore turnover •Facebook- 167,921 followers •Instagram- 6846 followers • Youtube- 953,896 followers •4.5 % Market share •Facebook- 100850 followers •Instagram-882 followers •Youtube- 953,896 •27% Market share. •Asia Pacific 3.4billion globally turnover •Facebook- 41413 followers Youtube-428,316 followers •27.7%Market share •You tube- 42,603 followers ASSETS
- 9. STRENGTH •Trusted Brand •High Awareness •FunctionalBenefits •Innovative WEAKNESS •Premium Pricing •Communication Strategy OPPURTUNITY •Potential Market •New Taste Variant THREAT •Competition •Shift to Organic Products •Negligible Promotions
- 11. Physique Gold heart Showcasing Family Tagline Personality Scientific Innovative Reliable Culture Innovation, Transparency Consumercentric Self-Image Health Conscious Confident & Secure Reflection Health Conscious Trusted Confident Relationship Protective Saviour Fulfilling KAPFERER’S BRAND IDENTITY PRISM
- 12. Market Perceived Quality Since1.1 > 1, Saffola Gold is a highly perceived brand in the market
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- 14. Current Consumer Profile Thoughmy work keeps me busy but I still try to provide my family with the best balanced meal
- 15. New Consumer Trends Noteating is not the right option but “eating right and healthy is” Tech savvy High spending power Conscious Indulgence
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- 20. Problem Statement Umbrella BrandLoyalty Only Cannibalization of Internal Brands
- 21. INSIGHTS “People understand thevalue of fresh and healthy food but does not carry this attitude to edible oils also” “Indians show off their best gestures in front of their guests but do not follow the same in their everyday life”
- 23. We are goingto make an offer that you can’t refuse The Golden Plan
- 24. Suhana Safar - Poweredby Saffola Gold
- 25. For a healthier alternative “Use these” SaffolaGold aims to remind their consumers that habits are recurrent and for a healthier lifestyle these habits should be practiced every day.
- 26. Proposed Brandings tobe done :
- 27. Why burn 40cal when you can burn 115 ? Stand up & give your seat to someone who needs it more To further integrate the brand in the minds of the consumer we combine social consciousness with personal benefit.
- 28. Product prototypes to beinstalled in place of metro handles Supports You Everyday
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- 30. High visibility ofbrands Reinforce the message, increasing brand awareness Impact is unparalleled Word of mouth
- 31. Metro Branding Budget (GoldLine) • Seating Capacity-60 members •Standing Capacity-350 members •Total Route Length – 44.64 kms •Total Journey Length- 8,84,070 kms •Travel Time- 75-80 mins •No. of trips done by one train – 22 trips •No. of trains to be targeted- 30 • No. of days – 30 •Total minutes of exposure during campaign-(22*30*30 days) = 15,24,600 minutes
- 32. Hum saath saathhai! Brand Integration
- 33. Proposed Integrations •Personalized Nutrition Plans •Dietitianrecommendations •Saffola Gold branded mirrors in workout areas.
- 34. Mirror Branding Mirrors arean integral part of the Gym experience This is one thing that people observe the most Mirror Branding will be done to increase Brand recall and change behavioral attitude FITNESS IS LIKE A RELATIONSHIP. IF IT DOESN’T WORKOUT. SWITCH TO A HEALTHIER ‘OIL’TERNATIVE
- 35. Cook these with SaffolaGold SAMPLE DANGLER These will be placed in the Point-of-sale Retail Branding
- 36. Trolley Branding Effective High BrandEngagement Point- Of -Sales
- 37. “It’s no longerenough to merely satisfy the customers, now they have to be delighted.”
- 38. Maha Langar -Powered bySaffola Gold
- 39. Gurudwara Bangla Sahib Day:Guru Nanak Jayanti Average Footfall-250 people every 15 mins (approx) Langar Timings: 11 AM -4.30PM & 7 PM-11.30 PM
- 40. Brandings to bedone
- 41. HORN–OK PLEASE FOODFESTIVAL Saffola Gold will break the Limca Book of Records by making the biggest Parantha in the country. This will create huge engagement and buzz around the brand and the key thought is to promote the idea of “guilt free” indulgence
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- 43. Why Events? Increase Visibility GarnerPrestige Generate buy-in Increase revenues
- 44. Television Advertisement slots inTarak Meheta ka Ulta Chashma in Sab Tv Advertisement slots in Star Gold in between blockbuster Movie premieres in specific days such as New Year, Christmas eve etc.
- 45. Print Advertisements Full pagead in Times of India on World Health Day Solace ad in Hindustan Times on World Health Day
- 46. Outdoor Advertisements •Outdoor hoardingsfor increased impact • Creative's will be short and eye-grabbing SAMPLE CREATIVE
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- 48. “ “Health is notjust blood and bones. It’s also about peace of mind”
- 49. ‘Mind’scape 4.5 % ofIndians suffer from depression 7.5 % of Indians suffer from anxiety disorders
- 50. “ CONTENT IS STILLTHE KING
- 51. Digital Detox Collaboration withZakir Khan New and Exclusive Series Location: Cyber Hub, Gurgaon Also will be aired on YouTube
- 52. PAID/SHARED CONTENT Targeting Influencersand food bloggers Builds Trust Topicality
- 53. Digital Detox You Tube Masthead& Non- Skipable ads
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- 62. Acknowledgement Special Thanks To: ◉Mr. Rajiv Tewari ◉ Mr. Kumar Nishant ◉ Mr. Anil Shankar ◉ Mr. Karthikeyan S. ◉ Mr. Pradeep Aeri ◉ Prof. Ramola Kumar ◉ Prof. Manik Katyal ◉ Prof. Shree Lahiri ◉ Ms. Rupanjali Lahiri ◉ Ms. Mandvi Bisht ◉ PGDPC 23 (A)