This document outlines Saffola's journey from a brand focused on heart patients to one for all consumers. Originally, Saffola targeted urban dwellers over 45 through ads emphasizing heart health. However, this limited the brand's market. To expand, Saffola aimed to be seen as a healthy, tasty oil for families. It tested various ad campaigns between 1992-2004, sometimes emphasizing health and other times taste, but had mixed results. To transition successfully, Saffola launched its "Aaj se" campaign in 2004. This softened the tone and targeted younger consumers by reiterating heart risks for Indian men while reducing the fear factor. Suggestions were also made to highlight safflower oil's qualities,

1. THE SAFFOLA JOURNEY

2. CHALLENGE
Retrospective
Perspective
Transforming a brand
known for its health
benefits for heart
patients
…into an cooking OIL
brand that will be
consumed by all people
of all age groups.

3. PRELIMINARIES
BRAND IMAGE
1.Problem – Solving
Brand
2.Higher PuFA (poly
unsaturated fatty
acid) used in
marketing efforts
3. Consumers
basically urban
dwellers above 45.
4. Heart Patients
forming the chunk of
customers base.
5. Costly and to be
taken on doctors
recommendation

4. Desired Brand Image
 Healthy and Tasty Oil for entire family

5. Current Kapferer’s Prism

6. Desired Kapferer’s Prism

7. The Saffola Ad-Journey
92, The Ad Campaign played up the fear element and
established the heart specialist image.
Market shrunk in size
Only patients & 40+ age group
98, SAFFOLA TASTY was launched, because of
shortage of Safflower crop, but was advertised as a
blended version of Saffola with taste of Corn Oil.

8. The Saffola Ad-Journey
00, The launched an ad campaign focused on all
age groups healthy living
the timing was premature
as the health concern crowd
was still in its nascent stage,
so it again back fired.
04, they again went back to advertising saffola
as a supplementary measure against heart
disease minus the grave consequences.

9. TRANSFORMATION

10. SWOT Analysis
S
TRENGTHS
O
Higher PuFA
Higher Recall
Value
Most trusted
Brand
PPORTUNITIES



Compromise in Cost
R & D on taste
extracts.
360 degree
marketing
Positive
W
T
EAKNESSES
 Prescription Brand Tag
Fear Factor
Higher Cost
Taste Indifference
Internal
factors
No direct Emotional
connection.
Inefficient Segmentation
HREATS


Sundrop
Competition
Repetition of 2000
scenario.
Negative
External
factors

11. Competitor Analysis
Edible Oils
Cooking
Oil
Vanaspati
Sunflower
Mustard
Ground
Nut
Kardi
Soya
Others
43%
23%
14%
9%
9%
2%

12. MAIN COMPETITOR ANALYSIS
Category
Saffola
Sundrop
Pricing
Rs 90 – 150
Rs 75 – 130
Products and ingredient
Saffola Gold
1. Rice Bran – 80%
2. Safflower Oil – 20%
Saffola TASTY
1. Safflower Oil – 80%
2. Corn Oil – 20%
Sundrop Heart
1. Rice Bran – 80%
2. Sunflower Oil – 20%
Sundrop Goldlite
1. Sunflower – 60%
2. Corn Oil – 40%

13. Steps in Transition
Saffola “Aaj se”
THE HEALTHY OIL-TERNATIVE
Main Idea:1. Repositioning of the brand by reducing the fear
factor.
2. Targeting the 30-40 age group customers,
especially working professionals.
3. Softening the tone of their ads.
4. Reiterating the fact that Indian men are more
prone to heart diseases.

14. Steps in Transition…
Other Steps Taken: Dial-a-Dietician
 Laughter Olympiad
 Targeting female audiences

16. OUR SUGGESTIONS
 Change in Ad – Campaign:
 Highlighting the qualities of Safflower Oil.
 Grown without pesticides.
 Ad cultivating more family values to appeal to the emotional
quotient:

17. OUR SUGGESTIONS
 Could add the taste factor by increasing the corn oil
content. It can also be improved by effective R&D
work.
 Can be used in
Cookery shows.
 Could suggest recipes which are tasty and healthy on
the packets.

18. Safflower (Kardi) Oil:
 High in Mono Saturated Fat
 This has the highest levels
of Linoleic acid, an
omega-6-polyunsaturated
fatty acid, which is well
known for reducing cholesterol
levels.
 It has very high amount of vitamin E naturally,
about 34%.
 Safflower also aids in weight loss and its
maintenance.

19. THANK YOU