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Saffola Case Study

Saffola Case Study

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Published by ishanhbmehta

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Published by: ishanhbmehta on Sep 09, 2011
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Saffola case studyGroup no. 35-51,
About Marico Industries Ltd.
Best known for Parachute and Saffola brands, Marico IndustriesLtd., (Marico) is one of thefastest growing FMCG companies in India. Its brands are market leaders in categories suchas coconutoil, hair oils, anti-lice treatment, refined edible oils, fabric care andfood products.With its well-known brands, innovative marketing initiative and distribution position it emergeas a leading player in theFMCG market.
Introduction of Saffola Brand
Saffola Tasty Blend is the first edible oil blend in the country. This oil blend provides thebenefits of two oils, thereby giving added value to the consumer. It provides the do-goodproperties of Kardiand the taste of Corn oil Over the Years, the brand Saffola has become renowned for its expertise in Heart Care,thanks to the consistent introduction of innovative product like heart healthy cooking oil and
foods. Saffola’s products are the first in your line of defense against heart diseases, making
your transition to a healthier lifestyle a lot easier.
Marketing product
If we go by basic marketing product concept, a company can define tangible and intangiblebenefits to provide value to the customer. To start with, Marico also defined Saffola, themarketing product at three levels:
Saffola is a forty year-old brand, widely recognized by consumers to be "Good for Heart".Saffola was manufactured by Bombay Oil Industries Ltd. (BOIL) and marketed by MaricoIndustries Ltd. The Company entered into a Registered Users Agreement dated 26thSeptember, 1990 with BOIL for the use of the brands Parachute and Saffola for an initialperiod of 3 years commencing from 1st April. From 1993, the products Saffola and Sweekarwere manufactured at the Company's factories. Saffola won the Most Outstanding `Brand ofthe Year' Award instituted by the Advertising Club of Mumbai.About product portfolio under saffola
is a national brand comprising of Refined Sunflower Oil. Sweekar has becomesynonymous with good quality light edible oil. It is positioned as a light and healthy cookingmedium.
The Sunflower
category emerged in 1988 - 89 and Sweekar quickly became one of theleading brands in this category. The positioning of Sweekar has evolved over time- from theinitial stand of lightness and 88% saturated, fat-free - to that of "Achcha Khana, hansi khushika Khazana" - to that of "Aapke haath mumkin har baat". It continues to be one of theleading brands among refined oils in the consumer packs market. .
Marico Industries launched 'Saffola Gold, a blend of Ricebran and Kardioils in a 80:20 ratio, which has dual benefits of lowering cholesterol and enabling foodcooked in it to absorb lesser oil.
Rice Bran Oil (RBO): Heart healthy nutrients in RBO such as tocopherols, tocotrienols and oryzanol are known for their cholesterol lowering ability.Safflower (Kardi) Oil: This has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels.
Health Benefits
Safflower oil is low in saturated fats and very high in unsaturated fats.
Essential fatty acids are the precursors of prostaglandins, which are hormone likesubstances that have a variety of functions like contraction and relaxation of smoothmuscles, control of blood pressure, inflammatory response, etc. in humans and animals.
Good source of cis-linoleic acid, the omega-6 fatty acid in safflower oil is responsible forprostaglandin production.
Cis-linoleic acid is also responsible for burning the brown fat in the body for heat ratherthan storing as white fat. Thus, safflower also aids in weight loss and its maintenance.
One of the earliest TVCs in
1992 (by Marico’s erstwhile agency Ambience) played up the fear element and established the “heart specialist” image
Saffola Tasty was the first Saffola blend. This oil blend provides the benefits of two oils,thereby giving added value to the consumer. It provides the high PUFA from Safflower (Kardi) oil and the taste of Corn oil.Corn Oil has a unique taste and aroma.Safflower (Kardi) oil has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels.
The Saffola refined edible oils franchise grew by 28% in volume overQ1FY08, led by Saffola Gold. Saffola kept innovating to come up with products to supportthe trend of an improved lifestyle that consumers want to adopt. It was the first refined oilsbrand to introduce blends in the country to offer a balance of PUFA and MUFA (poly-unsaturated fatty acids and mono-unsaturated fatty acids).Rice Bran Oil (RBO): Heart healthy nutrients in RBO such as tocopherols, tocotrienols andoryzanol are known for their cholesterol lowering ability.Soyabean Oil: A good source of Omega-3, which helps in lowering cardiovascular riskfactors along with several other health benefits.
At Marico's Research & Development centre, we continuously worktowards incorporating the latest technological advances in all our products. This ensuresthat, any product which comes out from Saffola, incorporates the latest learning in the field ofheart care. Precisely why, your new Saffola® now comes with new ingredients. New Saffola,a blend consisting of Safflower (Kardi) Oil (60%) & Rice Bran Oil (40%) contains Vitamin E.Vitamin E is a well-known and potent antioxidant.Safflower (Kardi) Oil: This has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known in reducing cholesterol levels.Rice Bran Oil (RBO): Heart healthy nutrients in RBO such as tocopherols, tocotrienols andoryzanol are known for their cholesterol lowering ability.
It consists of
Sodium chloride (Iodized)
Potassium Chloride
Calcium carbonateIt has 10% lower sodium content than other ordinary table or common edible salts. Presenceof potassium prevents hypertension thereby also reducing risk of CHD and Stroke.
Saffola Arise is a lower GI rice and so releases glucose steadily in the body over a longer period of time. This means you feel energetic throughout the day and you also feel fuller for longer.

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