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
Saffola
 Associating with
heart
 Saffola, a healthy cooking oil, was launched in early
1960s 
 Clarion Advertising launched the brand and the early ads
created a rather terrifying scenario of a man being
wheeled into a hospital on a stretcher with the wailing of
ambulance sirens in the background. A distressed wife
looking on sought to reinforce the message that food
cooked in Saffola could save your life — and your family. 
 While this message clearly connected with people who
had heart trouble — or those who feared it — it also
alienated those who were confident they could never
have a heart attack. 
//economictimes.indiatimes.com/articleshow/11526735.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign
=cppst
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.c
om/watch?
v=QDDcbT9Z9q4
 Be active
 http://www.youtube.c
om/watch?
NR=1&v=wSC_Ap3klL
I&feature=endscreen
Building Risk
 Associating with
heart
Building Credence
 Credence
 http://www.youtube.com/watch?
v=eBYR7qcOXUY
 https://www.youtube.com/watch?
v=y9CKy9Fj3bo
Moving towards Solution
 Saffola Functional
Food for
Cholesterol
Management which
has healthy food
ingredients to
lessen the quantity
of cholesterol
 Saffolalife.com, a service focused on
the health and nutrition aspects of
preventive healthcare 
 https://www.youtube.com/watch?
v=634DUsN4R60
 Saffola rice
 http://www.youtube.com/watch?
v=6wpzGf3Al3Y
 Saffola oats
 http://www.youtube.com/watch?
v=EDPRRdxc9n8&feature=related
 Saffola salt
 http://www.youtube.com/watch?
v=Rr9I8nAjjVA&NR=1&feature=endscreen
Young at heart
 http://www.youtube.com/watch?
v=dG1PSla-hCA&feature=related
 https://www.youtube.com/watch?v=LV1MSFguN6E