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Saffola Cooking Oil - The repositioning journey

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by

Shruti Parmar

on 15 August 2014

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Transcript of Saffola Cooking Oil - The repositioning journey

1991 : Indirect Media
Saffola Healthy Heart Foundation

2000: New Challenges
2001: Consumer Case Study
SAFFOLA OIL
Academic Success For All


Doctors, Cardiologists were identified as key influencers
Awareness about the ability to control colestrol was created
Patients were feeling a sense of security from the product - Fear Factor
Customers were missing the brand when Argentina's oil supply was disrupted


Year 1990s :
A healthy decade
Survey and Ad campaign release
A survey was conducted in India on the basis of socio - economic classification to categorize consumer behaviour
Response to Intervention (RtI)

What's the Plan?

CIRT's Role in RtI?
Data and teaching strategies
Each building has one
Academic Success For All
IB Curriculum Development:

MYP Training "Take Aways"?
What's the Plan?

CIRT's Role in IB?
PYP Training, Curriculum Maps and Planners
Curriculum Leadership
http://goo.gl/n4mKP8
http://goo.gl/A5GWKg
https://www.pd360.com/#resources/videos/3785
One of the fast moving consumer goods in Bangladesh
More than 790000 outlets
These brands include hair nourishment and edible oil
Well-known brands such as Parachute, Saffola, Kaya and Livon
Today it holds 72% market share of branded coconut oil market in the country.
Saffola was launched in 1960
Tag line "Make a difference"
BRIEF OF THE MOTHER BRAND
PRODUCT
VARIENTS
RESULTS OF SURVEY
1. Higher PuFA (Poly unsaturated fatty acid) content made it healthier than regular cooking oils
2. The brand was capitalizing on strong heart link
3. Doctors were recommending this oil for heart patients
4. Brand for "Healthier Heart"
Brand variants - Saffola Kardi Oil and Saffola Tasty (safflower and corn oil blended - this had low price)
Increase in the intensity of competition
Sundrop increased their advertising expenditure
New competitors entered the market. Ex: Gold winner - low price and strong competition in South India
Consumers preference was changing from heavy oils to lightier and healthier oils
Review of the Saffola Campaign
Consumers perceived it as a prescription brand
Strong positioning in a very narrow segment
"Use saffola, or else..." was used to strengthen its position in the market
Strong "heart association" with the brand
It was known for its therapeutic property and not for the taste
Why did consumers start using other cooking oil
Saffola was costlier than other brands
It was not known for taste but for its properties
Perception was medicinal in nature and hence harmful to a normal, healthy person & children.
Research Objective:
consumer and homemakers reaction to Saffola brand
evaluate brand's marketing mix
assess competition
develop cues to adjust the positioning and overall brand strategy
Demographics for the survey:
- 45 + years
- Male
- Urban dwellers
- SEC A
Highlights of the study:
High recall (just below Sundrop)
Light refined and healthy cooking oil
Problem solution brand
REPOSITIONING

Objective:
leveraging on its existing strength broaden or reposition without losing price premium
Brand messaging - healthy living rather than healthy heart (including all family members)
Expectation:
Shift from
therapeutic proactive
heart healthy
fear care and happiness
New varient: Saffola Nutriblend
BTL Activities:
- tie - ups with subject matter experts
- tie - ups with sports clubs, health clubs and gyms
Outcomes:
- 15% growth in sales
- marketing campaign failed to expand user base
- no clear repositioning
- communication mix not vibrant enough?
- previous brand association was too strong?
- failed to clearly define target audience group?
RE - REPOSTIONING
NEW CAMPAIGN
New target audience
women or couples - SEC A & B - 25 - 45 years
living in metros, busy executives
healthy conscious, occasional physical activity
healthy food habits
Objective
shift from wrong side of the heart to right side of the heart
positive shift from fear to trust
quick - fix insurance to anxiety
new brand varient - saffola gold
Research with consumer base - dipstick and in-depth
random 20 saffola using families
saffola Heathy Heart Foundation

Research outcomes
still largely associated with the heart
35 - 40% sales on doctors advice
17 family members with heart ailment
previous brand repositioning failed
brand appeal - to non - heart related consumer segment
brand of choice - 45 + years heart patients
"The best heart care oil" available
360 degree marketing approach
World Heart Day
annual Laughter Olympics
"Dial A Dietician" programme
TV show tie - ups - connecting with concerned housewife
Saffola came up with "Saffola Functional Food" - to control cholesterol
THANK YOU!
TWIN PRONGED STRATEGY
1990
Survey
Ad Release
1991
BTL
Healthy Heart Foundation
BRANDING
REPOSITIONING
RE-REPOSITIONING
THE REPOSITIONING JOURNEY
Presented by

Shiny Yadav
Aditi Srivastava
Shruti Saraf

BRAND PERCEPTION
Full transcript