Saffola cooking oil the repositioning journey-sbm assignment nisha_chandra
How Saffola has invented the market position and even understands the consumer requirement. This report will help to analyse the user requirement and how brand plays a very crucial part to pitch in to.
Saffola cooking oil the repositioning journey-sbm assignment nisha_chandra
How Saffola has invented the market position and even understands the consumer requirement. This report will help to analyse the user requirement and how brand plays a very crucial part to pitch in to.
The product category of the project is ‘Wheat Atta’. The project defines the various segmentation variables, identifies the target market, and the positioning of the product. The project analyses the existing micro and the macro environment, SWAT and market for the product category. Further the project analyses the various marketing elements: product, place, packaging, pricing and promotion strategies for the product.
Saffola Case Study: tiff between fortune oil
Includes Suffola's success story and its products ranges and features along with the competitor's analysis.
CASE STUDY BEHIND THE SUCCESS OF PARLE – G BISCUITS IN INDIAVARUN KESAVAN
Parle Products was established as a confectionery maker in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to British-branded biscuits.[2]
Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until the 1980s. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius".[3]
In 2013, Parle- G became India's first domestic FMCG brand to cross the ₹ 5,000 crore mark in retail sales.
Product mix, also known as product assortment or product portfolio, refers to the complete set of products and/or services offered by a firm. A product mix consists of product lines, which are associated items that consumers.
The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".
Nestlé S.A. is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It is the largest food company in the world, measured by revenue and other metrics, since 2014
The Media buying process is a set of strategic wholesale multi-platform ad space purchases, negotiations, and arrangements aimed at finding the most advantageous placement at the lowest price for the period.
The product category of the project is ‘Wheat Atta’. The project defines the various segmentation variables, identifies the target market, and the positioning of the product. The project analyses the existing micro and the macro environment, SWAT and market for the product category. Further the project analyses the various marketing elements: product, place, packaging, pricing and promotion strategies for the product.
Saffola Case Study: tiff between fortune oil
Includes Suffola's success story and its products ranges and features along with the competitor's analysis.
CASE STUDY BEHIND THE SUCCESS OF PARLE – G BISCUITS IN INDIAVARUN KESAVAN
Parle Products was established as a confectionery maker in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to British-branded biscuits.[2]
Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until the 1980s. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius".[3]
In 2013, Parle- G became India's first domestic FMCG brand to cross the ₹ 5,000 crore mark in retail sales.
Product mix, also known as product assortment or product portfolio, refers to the complete set of products and/or services offered by a firm. A product mix consists of product lines, which are associated items that consumers.
The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".
Nestlé S.A. is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It is the largest food company in the world, measured by revenue and other metrics, since 2014
The Media buying process is a set of strategic wholesale multi-platform ad space purchases, negotiations, and arrangements aimed at finding the most advantageous placement at the lowest price for the period.
Brand Dossier for Saffola - Marketing ManagementSanjeev Sahu
The file contains-
1. ABOUT MARICO COMPANY
2. ADVERTISING, SALES PROMOTION &
SEGMENTATION STRATEGY
3.ANALYSIS OF THE PRODUCT
4. GENERIC COMPETETION OF THE BRAND
5. MARKET STRATEGY OF SAFFOLA
6. DISTRIBUTION STRATEGY
Healthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers.
A Strategic Marketing Plan for Horlicks BangladeshAnthony Nokrek
In this project, our goal was to create a new marketing plan for Horlicks Bangladesh. That will increase their brand value and market position.
And for that, we had to go through Horlicks and their parent company GlaxoSmithKline. And also through their products, offers.
At first, we had to analyze their current market situation. And at last, we suggested making a new product to keep the growth of the business life cycle.
And it was a successful presentation!
Supermarket Dietitians reach millions with their messages each week. Barbara Ruhs, MS, RDN is a dietitian nutritionist specializing in retail health & wellness solutions.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
The social marketing is being done to aware the customers about the products and services. Some of corporate or government policies, new tech in market.
Boomerang Media Leisure centre AdvertisingLiam Keynes
Your brand can reach a wide range of audience groups at the heart of the community. We operate in 2 of the 3 largest chains in the UK – Places for People and Everyone Active, providing national coverage. The Olympics & initiatives such as Change4life have helped drive investment in this sector, resulting in popular, high quality and well equipped venues.
Our Leisure Centre's enable you to reach a 2 weekly footfall of 1.65 million people who are all focussed on an active and healthy lifestyle. There is a core family profile as well as teens, young professionals and the older generation. 63% of visitors are in the ABC1 member demographic (8% higher than the national average) and the average household income is £34,679.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
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➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Memorandum Of Association Constitution of Company.ppt
Saffola.pptx
1. SAFFOLA COOKING OIL – THE
REPOSITIONING JOURNEY
Group 6
Avijit Krittania
Krupali Ahir
Mansi Goriyan
Ravindra
Riya Jaiswal
Shriya Talkar
2. Introduction
● Saffola is the flagship brand of Marico Ltd
● Saffola was launched in 1960
● In 1990s - target conusmers are male of 45+ years
● In 1991- Saffola healthy heart foundation proved a path breaking Marketing effort
● Cardiologist 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. SWOT Analysis
Strength
● Most trusted brand in
cooking oils
● Higher recall value
● Higher PuFA
Weakness
● Inefficient segmentation
● High cost
● Taste indifference
● Medicinal tag
Opportunity
● Smart segmentation
strategy
● 360° Marketing
● Compromise in premium
Threat
● Sundrop competition
● People reception of the
brand
● Failure of campaigns
4. THE SAFFOLA AD- JOURNEY
1992
Fear Element
The Ad involved fear element &
established the image of heart
specialist.
Healthy Living
Launch of Ad campaign
with focus on healthy
living of every age group.
2000
Supplementary measure
Supplementary measure
of heart disease.
2004
Blended version
Shortage of safflower crop
resulted to launch of Saffola
tasty, advertised as mix of
Saffola & corn oil.
1998
5. Evaluation of the campaign “Use saffola or else” from
the perspective of STP
1. Saffola in its brand advertisement strategy and in communication to its
consumers it is heavily linked to the human heart.
2. In the ad the target demographics is of group 40-60 years of males.
3. The Psychographic segmentation targeted is of “Healthier heart‘ and its
added benefits in the overall health.
4. The behavioural aspects are people who have existing heart problems and
who are at risk of it.
5. In the campaign “use saffola or else”, the user is targeted to switch over to
saffola from regular cooking oil.
6. The campaign puts the emphasis on the therapeutic side and its benefits and
not for the taste which other competitors focuses on.
7. Overall the campaign was focused on building the brand image of Saffola in
the perspective of how it is good for health, they achieved it through strong
association heart health.
6. Evaluate the campaign ‘Sehat Se Jeena Hai’ from
the perspective of STP
● Ad targets all ages from children To senior citizen both male and
female
● Psychographic segmentation targets at health living
● Behaviour aspect are people engaged in various activities and takes
responsibility for living a healthy life
● The campaign motto was healthy living rather than healthy heart
that include all family member.
● Their main intent was to engage the population of young adult into
this program
● A new variant Saffola Nutriblend was introduced through this
program
● The campaign was directed towards working professionals who
wanted intervention from their stressful professional life
7. Evaluate the campaign ‘Kal se’ from the perspective
of segmentation, targeting and positioning
Demographics Psychographics Behavioral
Age: 25-40 Family oriented and do not
neglect her family.
For regular consumption
SEC A, B Modern, Outgoing
Female majorly Health Conscious
Working Professionals
8. ● Firstly, the campaign was designed to align with the long
term goals of company, The campaign showed happy
people from various age groups from children to senior
citizen to tap all the age groups.
● Used the logo and heart of healthy family which includes all
the members of the family not just the heart patients
● They also used the below the line marketing activities by
tapping existing users through doctors, to drive health
consciousness ,disburse information to patients there by
expanding the reach.
● They tied up with sports clubs, health clubs and gym to
promote “health”.
● All the promotional mix strategy had one clear message to
communicate with the customers to position its brand image
as the oil is for all the age groups and not for the heart
patient
Role of IMC
in the "Sehat
Se Jeena
Hai'
campaign
9. ● Designed to reposition the brand in the segmented target group
which was 25-40 (busy executive)
● The ad shown had a message where the customers could associate
with the ad which is lack of time indulging in unhealthy food habits
,tendency of saying “kal se” from tomorrow replaced tothe term “aaj
se” where the saffola oil is shown as insurance towards a healthy
heart.
● Product placement in famous TV programs (astitva, jassi jaisi koi nahi)
to connect with the housewives.
● All the steps taken had message to create its brand image with
expertise (heart) as a step to healthy heart, to remove the feeling of
looking at product with sense of fear(hospitals, disease) but to as an
initial step towards a healthy life.
Role of IMC
in the "Kal
Se"
campaign
https://www.youtube.com/watch?v=6OuNvu8M6w
10. Conclusion
1. Process narrows down from
broad opportunities to
specific strategy
2. Segmentation helps in pin
pointing the market
3. Narrow down to a superior
market marketing mix
4. New strategy can able
transfer it zone of being a
curative and a medicinal
product, to a preventive and
healthy food
5. Saffola can target the rural
population as well because only
20% people are living in the
urban area and they consume
11.2 kg of edible oil per person
per year