Perception Matrices

Generic

Price/Quality

Attribute based
 Brand Equity Evolution - Saffola
The Legacy

● Healthy heart, therapeutic and medicinal value

● High brand recall in a narrow customer segment
● Perceived as premium product because of light, refined, and healthy cooking oil
● Influencer marketing through doctors and Saffola Heart Foundation
● Target group : 45+ years male, SEC A

New Horizons

● ‘Saffola Tasty’ introduced at a lower price to perform better in terms of taste

● ‘Saffola Nutriblend’ introduced as the first repositioning attempt to project the product
for the entire family and for a healthy living.
● New repositioning strategy to target ‘busy executives’ in metros in the age group 25-45
and SEC A and B. ‘Saffola Gold’ launched.
 Gaps in current and desired Brand Prism

Parameter Current Prism Desired Prism

Persona Modern Product-therapeutic Modern Product - caring and responsible

Red Pulsating Heart Heart Visual

Physique
Good for Health Family Health

Health Conscious
Culture Problem solving but induces fear
Family Values

Life saviour, provide solutions to

Relationship Happy and Proactive
improve heart health

Trusted brand, resolves problems

Reflection Loveable
efficiently

Self-Image Authoritative and focused on health Forward Looking/Optimistic

 Insights from consumer study

● Second in Brand Recall value after Sundrop

● Brand perception: Light, healthy cooking oil, double-refined; problem-solution
brand; strong, but narrow positioning. This perception was strengthened by
the fact that the food cooked with oil tastes different.
● Authoritative stance as a ‘Doctor’s Recommended oil’
○ Perceived as medicinal product
○ Not fit for children/healthy members
● ‘Saffola Tasty’ perceived as low priced variant of original Saffola
● Saffola used for heart patients; another brand for rest of the family
● Lack of emotional connect with the brand
● Attempts to reposition the image with “Sehat se jeena hai” was unsuccessful
and did not displace people's perception of the brand. Once the campaign
ended, the sales dipped
 Evaluation of Repositioning Strategy

● New sub-brand: Saffola Gold: “The First Step to a Healthy Heart”

● Target group: Housewives, Women/couples in Sec A, B living in metros
○ Age group of 25-45 years
○ Busy executives
○ Health-conscious, but carefree
● Shift from heart problems to feel good factor related to healthy living;
From Culture of Fear to Culture of Trust
From Kal se to Aaj Se - easy insurance
● Multiple Touch points: Tie ups with sports club, health clubs and Gyms
● Shift from “Dial a cardiologist” to “Dial a Dietician”
● New marketing channels for collaboration: Direct consumer connect through
TV Shows; Sponsored laughter Olympics & World Heart Day
 Evaluation of repositioning strategy as per desired prism

Parameter Evaluation Desired Prism Comments

Modern Product - caring and

Persona The new strategy portrays care and responsibility to health
responsible

Heart Visual
Physique Targeting primarily women and couples added the family
Family Health
values to their brand

Health Conscious New campaign continued to shift focus from heart to health
Culture
Family Values

Happy
New brand does not bring out the “Happiness” factor the
Relationship
way Sundrop campaign does
Proactive

“Aaj se” still has a authoritative connotation to it, though

Reflection Loveable
coming from family member instead of doctor

Shifting focus of young adult towards health changed the

Self-Image Forward Looking/Optimistic
outlook to forward looking