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THE SAFFOLA JOURNEY

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Retrospective

Transforming a brandknown for its healthbenefits for heartpatients

Perspective

into an cooking OIL

brand that will beconsumed by all peopleof all age groups.

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BRAND IMAGE

1.Problem Solving

Brand

2.Higher PuFA (polyunsaturated fattyacid) used inmarketing efforts

3. Consumersbasically urbandwellers above 45.

4. Heart Patients

forming the chunk ofcustomers base.

5. Costly and to betaken on doctorsrecommendation

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Healthy and Tasty Oil for entire family

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00, The launched an ad campaign focused onall age groups healthy living

the timing was

premature as the healthconcern crowd was stillin its nascent stage, so itagain back fired.

04, they again went back to advertising saffolaas a supplementary measure against heartdisease minus the grave consequences.

The Saffola Ad-Journey

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TRANSFORMATION

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S

TRENGTHS

W

EAKNESSES

OPPORTUNITIES

THREATS

Higher Recall

Value

Most trusted

Brand

Compromise in Cost

R & D on taste

extracts.

360 degree

marketing

Prescription Brand TagFear Factor

Higher Cost

Taste Indifference

No direct Emotional

connection.

Inefficient Segmentation

Sundrop

Competition

Repetition of 2000

scenario.

Negative

Internalfactors

Externalfactors

Positive

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EdibleOils

VanaspatiCooking

Oil

KardiGround

NutMustard

Sunflower

OthersSoya

9% 2%23%

14%

9%43%

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Category Saffola Sundrop

Pricing Rs 90 150 Rs 75 130

Products and ingredient Saffola Gold1. Rice Bran 80%2. Safflower Oil 20%

Saffola TASTY1. Safflower Oil 80%2. Corn Oil 20%

Sundrop Heart1. Rice Bran 80%2. Sunflower Oil

20%Sundrop Goldlite

1. Sunflower 60%2. Corn Oil 40%

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Saffola Aaj se

THE HEALTHY OIL-TERNATIVEMain Idea:-

1. Repositioning of the brand by reducing the fearfactor.

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.

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Other Steps Taken:-

Dial-a-Dietician

Laughter Olympiad

Targeting female audiences

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Change in Ad Campaign:

Highlighting the qualities of Safflower Oil.

Grown without pesticides. Ad cultivating more family values to appeal to the emotional

quotient:

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Could add the taste factor by increasing the corn

oil content. It can also be improved by effectiveR&D work.

Can be used inCookery shows.

Could suggest recipes which are tasty and healthyon the packets.

OUR SUGGESTIONS

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High in Mono Saturated Fat

This has the highest levels

of Linoleic acid, an

omega-6-polyunsaturatedfatty 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 itsmaintenance.

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THANK YOU