Process of increasing product involvement

Increasing risk associated with purchasing untried brand increases the importance of the product class
Increasing risk is about highlighting the consequences of taking an unfavorable action http://www.youtube.com/watch?v=xSGnbl9 5w0Q

http://www.youtube.com/watch?v=zaI2J EV3Yuo

Saffola

 Saffola, created a brand from a commodity In the cooking oil segment, the brand has garnered tremendous trust among homemakers The brand has been very successful in promoting lightness (health) as a central theme

Lightness message
Lightness message was the common theme through the entire process of brand building
http://www.youtube.com/watch?feature =fvwp&v=-rF7xf-7Goc&NR=1

Search attributes
Bright yellow packaging Viscosity: less thick Colour: Lighter

Experience attributes
Less absorption Less Sticky Increasing product involvement
http://www.youtube. com/watch?v=QDDcb T9Z9q4

Be active
http://www.youtube. com/watch?NR=1&v= wSC_Ap3klLI&feature =endscreen

Building Risk
Associating with heart https://www.youtu be.com/watch?v=X 3MGwEWkLOw

Building Credence
Credence http://www.youtube.com/watch?v=e BYR7qcOXUY

Moving towards Solution

Saffola Functional Food for Cholesterol Management which has healthy food ingredients to lessen the quantity of cholesterol

 Saffola rice
http://www.youtube.com/watch?v=6wpz Gf3Al3Y

Saffola oata
http://www.youtube.com/watch?v=EDPR Rdxc9n8&feature=related

Saffola salt
http://www.youtube.com/watch?v=Rr9I 8nAjjVA&NR=1&feature=endscreen

Young at heart
http://www.youtube.com/watch?v=d G1PSla-hCA&feature=related