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.
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. .
SAFFOLA GOLD -
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.
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.