Saffola

“Good for heart”

Users
• Heart patients

• Elder people- Age group of 45+

• SEC A

• Educated
Audience

• House wives of heart patients

Customer Insight
• Wife is the decision maker and caretaker of the household

• She is responsible to pick the right brand of oil for the

family

• She is worried about the husband’s health condition and

takes herself responsible for that

• The husband/heart patient is too busy to take care of his

health
Brand’s promise

• Increases the husband’s life span

• Reduces cholesterol

• Prevents heart diseases

Claims that support brand promise
• High PUFA content
which reduces
cholesterol

• Higher PUFA content

than other oils
available in the market
Emotional payoff for brand user/audience

• User- Prevention from the pain and suffering

• Audience- fear
Problems of Marico with Saffola
• The positioning of Saffola as a therapeutic product is strong

• The oil is mostly recommended by doctors to heart patients

• The oil is not used for its taste and other family members uses
a different brand of oil

• Due to the higher price of the product, it is used for only the
heart patients in the family