Professional Documents
Culture Documents
Consumer
Products
BOIL
Fatty Acids
&
Chemicals
Nature
Care
Health
Care
Spice
Extracts
CONSUMPTION PATTERN
Extensive use of oil in food
preparation in India
Steady growth in per capita
consumption of edible oil
Desired tangible attributes :
Taste, quality , health, value for
money etc.
Cooking oil classification: Heavy,
sticky and fattening oil Vs. Light,
refined and healthy oil
Variation in Consumption:
Regional Preference- Gold
winner in South India
Socio Economic
Classification- Loose oil and
packaged oil
Use of 2 oils in family
Cooking oil
Classification
Heavy, sticky
and fatteninge.g. Ruchi,
Gemini, SVS
Light, refined
and healthye.g. Sundrop,
Saffola, Gold
Winner
Differentiator
Product Benefit
Healthier than regular cooking oil
Key Influencer
Doctors cardiologists
Pricing strategy
Premium product - capitalized on
strong heart link
Positioning
Therapeutic and medicinal brand
Results
With the number of heart patients
increasing in India, Saffola rapidly
became brand of choice for this group
Due to strong heart links, Saffola could
command premium along with
maintaining market share
3
COMPETITORS
Saffola
Viewed as light, refined, and healthy cooking oil
Negative reinforcement and fear to drive customers
Brand perception: Therapeutic and medicinal brand
Premium category oil
Ads emphasized on cholesterol reduction
Gold Winner
Heavy regional advertising
Lower price point
Ad focused on the health of entire family, especially children
Ads depict urban households Emotional and aspirational connect
Sundrop
Positioned as healthy family brand
A good quality, light, tasty and healthy oil
used a positive backdrop to drive the customers toward the product
Priced lower than Saffola
Intense competition
Major Competitors: Sundrop, Gold Winner and many new entrants
Sundrop increased its advertising expenditures
Gold Winner was a strong competitor at a lower price point in South India
Challenges in positioning
Saffola viewed as a prescription brand (doctors influence)
Saffola used exclusively for heart patients in a household while rest of the family used another oil
Perceived as medicinal in nature thus potentially harmful to a normal, healthy person
Position taken by Saffola is very strong (loyal customers) but it targets a very narrow segment
Others
Consumers were upgrading from heavier oils to lighter healthier oils but only few switched to
Saffola
AD CAMPAIGNS - SAFFOLA
The hospital
advertisement , 2000
Operant conditioning
used (Negative
punishment)
Consumers see the
brand as a solution
provider, specialist,
medicinal brand which is
not meant for family
consumption, rather only
for heart patients
The ad played on the
fear factor in patients