THE SAFFOLA JOURNEY

CHALLENGE

Retrospective Transforming a brand known for its health benefits for heart patients

Perspective
into an cooking OIL brand that will be consumed by all people of all age groups.

PRELIMINARIES
1.Problem Solving Brand

BRAND IMAGE

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

Desired Brand Image

Healthy and Tasty Oil for entire family

Current Kapferers Prism

Desired Kapferers Prism

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.

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.

TRANSFORMATION

SWOT Analysis

TRENGTHS

Higher PuFA Higher Recall Value Most trusted Brand

W T

EAKNESSES

Prescription Brand Tag Fear Factor Higher Cost Taste Indifference Internal factors No direct Emotional connection. Inefficient Segmentation

PPORTUNITIES

HREATS

Compromise in Cost R & D on taste extracts. 360 degree marketing

Positive

Sundrop Competition Repetition of 2000 scenario.

Negative

External factors

Competitor Analysis
Edible Oils

Cooking Oil

Vanaspati

Sunflower

Mustard

Ground Nut 14%

Kardi

Soya

Others

43%

23%

9%

9%

2%

MAIN COMPETITOR ANALYSIS

Category
Pricing Products and ingredient

Saffola
Rs 90 150 Saffola Gold 1. Rice Bran 80% 2. Safflower Oil 20% Saffola TASTY 1. Safflower Oil 80% 2. Corn Oil 20%

Sundrop
Rs 75 130 Sundrop Heart 1. Rice Bran 80% 2. Sunflower Oil 20% Sundrop Goldlite 1. Sunflower 60% 2. Corn Oil 40%

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.

Steps in Transition
Other Steps Taken: Dial-a-Dietician Laughter Olympiad Targeting female audiences

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:

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.

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.

THANK YOU