Saffola Cooking Oil – The Repositioning

Journey
Group 3E
Q 1) With the entire marketing plan rolled out into the market, the team was now
on tenterhooks. Was this new positioning platform likely to succeed? Had Saffola
based this campaign on a strong enough consumer insight?

Ans - The case does not provide enough data on the consumer survey held by the
new marketing agency. However, it said 17 out of 20 random picked families who use
saffola have one member with heart related ailments. This says that despite the old
campaign consumers are still attached to saffola brand as a problem solver.

The brand initially assumed that the saffola consumer was a 45+ old urban male and
has positioned its brans. But now it has changed its target segment to women and
girls between 25 and 45. There is no justification to this except that they are hopeful
of a healthy lifestyle. The new campaign designed does not significantly change or
divert the thought of consumers away from the old perception of saffola as even this
relates it to healthy heart though it avoids negative thought of ailments.

The new advertisements still display heart in their visuals on the product which may
push the audience to not differentiate much between its other brands. Also the content
on the advertisement seems again to point at how it reduces the risks to heart by
controlling cholesterol.

Q 2) Would they be able to finally connect with their consumer in a manner that
was relevant and credible? Would the 360-degree marketing plan eventually
nudge the brand out of the stagnating sales graph?

Ans- The new brand saffola gold can connect with the consumer but is more likely to
connect to them as a brand for only health related benefits. As even their new
positioning is around healthy heart and healthy lifestyle. Their plan was to appeal to
women and girls between 25-45 and create a whole new demographical segment of
customers but the way saffola gold is positioned is resonating with their parent brand
saffola as they are insisting on a healthy lifestyle and by starting to build it by taking
care of heart.

The reach of the below-the-line plan of saffola by sponsoring events is not know now.
Also no statistics are provided on the effect of dail a dietician program. Whether the
sales have increased or not cannot be said as the target group now under question
may be different compared to earlier campaigns, but the households may be the same.