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SAFFOLA COOKING OIL – THE
REPOSITIONING JOURNEY
Arjun Choudhary (PGP14063)
Fahad Katrawala (PGP14069)
Mohd Aamir (PGP14079)
Rahul Kumar (PGP14087)
Soumya Sethy (PGP14098)
An Introduction
• Flagship brand of Marico Ltd.
• Launched as edible oil in 1960
• Early 1990s –target consumers are male of 45+
years
• In 1991-Saffola healthy heart foundation proved a
path breaking marketing effort.
• Cardiologists 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
COMMUNICATING THE
“HEALTH” PROPOSITION
• First mover
• Created a “healthy-oils”
category
• Garnered good sales and
commanded a premium as a
“healthy heart” brand
• Marketing team projected it
as a therapy for the heart
• Adopted a unique marketing
strategy, involved doctors
• Had a fair share of very loyal
consumers
• Sales begun to stagnate
• Growing competition and market in the
“health oil” segment
• Very strong perception of Saffola as a
prescription brand
• Appealed to a narrow segment of heart
patients
• A market research ensued to study how
consumers view Saffola as a brand
CHALLENGES OF THE NEW
CENTURY
BRAND PERCEPTION
SUNDROP
SAFFOLA
SUNOLA
GOLDWINNER
POSTMAN
SUNOIL
Double Refined
Low cholesterol
Health Oriented
RUCHI
GEMINI
SVS
Sticky
Heavy
Fatty
SWOT ANALYSIS
Weakness
• Medicinal tag
• Higher cost
• Inefficient segmentation
Opportunities
• New taste variants
• 360 degree marketing
Threats
• Competition
• Failure of
campaigns
Strengths
• Higher recall value
• Higher PUFA
• Trusted Brand
REPOSITIONING
FOR GROWTH
• The objective was to
broadened the franchise
without losing the price
premium that the brand
commanded
• Reposition itself as brand
for healthy living,
rather than just for a
health heart
• Tie ups with sports clubs,
health clubs and gyms
• Tie ups with subject
matter experts
SAFFOLA BRAND PRISM
OUTCOMES
• Initially 15% growth in
sales
• Later sales started to dip
again
• Largely growth came
from within the
existing user base
• Previous brand
association was too strong
• Marketing campaign
failed
• Target audience were not
clearly defined
BACK TO DRAWING
BOARD
• Transformation from Healthy
Heart(namely Heart
attacks,hospitals,doctors) to
Healthy Living(stamina ,
overall feel-good factor)
• Targeted new demographic
segment primarily women or
couple, group age 25-45 years
and living in metros.
• Introduced sub brand “Saffola
Gold” – Product related to
expertise of the parent brand
Saffola with a promise of
intangible emotional benefits
meant for a new generation of
consumers.
• Discontinued “Saffola
Nutriblend”
• Decided to employ “360-
degree marketing approach”
Recommendations
• Work on the taste factor
• Sponsor some cookery shows
such as Master chef
• Suggest tasty and healthy recipes
on the packet
Saffola

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Saffola

  • 1. SAFFOLA COOKING OIL – THE REPOSITIONING JOURNEY Arjun Choudhary (PGP14063) Fahad Katrawala (PGP14069) Mohd Aamir (PGP14079) Rahul Kumar (PGP14087) Soumya Sethy (PGP14098)
  • 2. An Introduction • Flagship brand of Marico Ltd. • Launched as edible oil in 1960 • Early 1990s –target consumers are male of 45+ years • In 1991-Saffola healthy heart foundation proved a path breaking marketing effort. • Cardiologists 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. COMMUNICATING THE “HEALTH” PROPOSITION • First mover • Created a “healthy-oils” category • Garnered good sales and commanded a premium as a “healthy heart” brand • Marketing team projected it as a therapy for the heart • Adopted a unique marketing strategy, involved doctors • Had a fair share of very loyal consumers
  • 4. • Sales begun to stagnate • Growing competition and market in the “health oil” segment • Very strong perception of Saffola as a prescription brand • Appealed to a narrow segment of heart patients • A market research ensued to study how consumers view Saffola as a brand CHALLENGES OF THE NEW CENTURY
  • 5. BRAND PERCEPTION SUNDROP SAFFOLA SUNOLA GOLDWINNER POSTMAN SUNOIL Double Refined Low cholesterol Health Oriented RUCHI GEMINI SVS Sticky Heavy Fatty
  • 6. SWOT ANALYSIS Weakness • Medicinal tag • Higher cost • Inefficient segmentation Opportunities • New taste variants • 360 degree marketing Threats • Competition • Failure of campaigns Strengths • Higher recall value • Higher PUFA • Trusted Brand
  • 7. REPOSITIONING FOR GROWTH • The objective was to broadened the franchise without losing the price premium that the brand commanded • Reposition itself as brand for healthy living, rather than just for a health heart • Tie ups with sports clubs, health clubs and gyms • Tie ups with subject matter experts
  • 9. OUTCOMES • Initially 15% growth in sales • Later sales started to dip again • Largely growth came from within the existing user base • Previous brand association was too strong • Marketing campaign failed • Target audience were not clearly defined
  • 10. BACK TO DRAWING BOARD • Transformation from Healthy Heart(namely Heart attacks,hospitals,doctors) to Healthy Living(stamina , overall feel-good factor) • Targeted new demographic segment primarily women or couple, group age 25-45 years and living in metros. • Introduced sub brand “Saffola Gold” – Product related to expertise of the parent brand Saffola with a promise of intangible emotional benefits meant for a new generation of consumers. • Discontinued “Saffola Nutriblend” • Decided to employ “360- degree marketing approach”
  • 11.
  • 12. Recommendations • Work on the taste factor • Sponsor some cookery shows such as Master chef • Suggest tasty and healthy recipes on the packet