Saffola – Repositioning Journey

GROUP 3
Name Roll No
PRATHIBHA P K EPGPKC05050
RAKHEE RAMACHANDRAN EPGPKC05054
SHIVRINDER PAL EPGPKC05060
SHRIKANT S EPGPKC05061
SAJAN ABRAHAM URUMBATH EPGPKC05018
Positioning v/s Perception
Positioning
◦ Brand known for health benefits for heart patients ,
recommended by doctors

Perception
• Cooking oil which will be consumed by all people belongs to all
age groups
 COOKING OIL MEANT FOR EMPHASIS ON HIGHER TARGETED CUSTOMERS PREMIUM PRICED LEADS
HEART PATIENCE AS A PUFA IN ADS BUILD THE ARE MALE , URBAN TO PERCEPTION OF
PROBLEM SOLVING IMAGE AS MEDICINAL OIL DWELLERS AROUND 45 MEDICINE THAN
Brand Preceived BRAND RATHER THAN GENERAL
COOKING OIL
AGE GROUP COOKING OIL

by Customer

RECOMMENDED BY STUDY SHOWS THAT MANY FAMILIES USE TWO

DOCTORS AS A BIGGEST PORTION OF OILS FOR COOKING I.E.
PREVENTION OF HEART CUSTOMER BASE ARE SAFFOLA FOR HEAT
ATTACK HEART PATIENTS PATIENT MEMBERS AND
OTHER OIL FOR ALL
OTHER FAMILY MEMBERS
 •Cooking Oils in India are mainly into two categories i.e. First
Category are Sticky, Heavy and Fatty oils while the second
category is refined, low cholesterol and health oriented oils.
•31% of urban and 9% of rural population use branded edible
Consumption oil while the national consumption is around 15% (Source
Internet)
Pattern and
•Loose oil sales in India dropped to 20% in 2016 as compare
Marketing – to 74% in 2005 (Source Internet)
Cooking Oil Mainly two strategic groups in marketing
◦ Broad Line , Low Priced, Targeted and tier2 and tier3 cites and
general cooking oil (e.g. Forutne)
◦ Narrow line, Premium Priced, Targeted at main cities, good
health related cooking oils (Saffola and Sundrop)
 ◦ Free imports or low imports duties with high demand leads to
very large dumping
◦ Farmers got attracted to other cash crops increased
dependency on imports of raw material
Impact of ◦ Increased health awareness has lead to the downfall of
traditional vegetable based oils in India
Internal & ◦ Marketing campaigns by bigger players built the assumption of
External that only refined oils are better for health as compare to
traditional oils
Factors – ◦ Government ban on the sale of loose oils also affected the
Cooking Oils domestic industry of cooking oils
◦ Fluctuating exchange rates also affect the cooking oil prices as
in India there is a high dependency on raw material for refined
cooking oils
Advertising First Ad Campaign of Saffola in
2000 is based on the fear factor
by scaring the consumers.
Campaign
Background sound of ambulance
and hospital scenes add to the
fear factor. This Ad helped Saffola
Analysis
for establishing its brand, became
favourite brand among heart
patients as Saffola used many
doctors to recommend their
patients with a tagline of Switch
to Saffola. Less health awareness
and less health cautiousness in
those years also helped Saffola to
get maximum mileage from this
Ad.
Second Ad is a total shift in
repositioning from Scare to Care
by introducing new product
Saffola Gold. May be the more
health aware and cautious among
people disassociate themselves
from a brand perceived as
medicine. The campaign ‘Sehat Se
Jeena hai’ was well aligned with
growing health cautious
population. Complete Ad is on
positive emotions without
referring any thing to heart
ailment or any other negativity.
This Ad resulted in boosting the
sales but for a very short time as
the moment campaign ended, in
people minds the original brand
image of Saffola as medicinal oil
was recalled.
Third Ad ‘Kal Se’ is a try to
combine its original image of
Heart friendly oil but in a positive
way. It appeals to the modern life
style and targeted at people
which are too busy and have no
time or no interest in doing
exercise. The word Insurance
used in the campaign is more
pointing towards Caring as
compared to their first campaign
of frightening. This Ad is again an
attempt to reposition Saffola as a
General cooking oil meant for all
in the family with health benefits
especially related to Heart. In
benefit appealing Ad related to
heart has impact in India because
of fastest growing population with
heart ailments.
Thank You