SWOT & PESTEL

PRESENTATION

TEAM MEMBERS
KANISHK SHARMA B26
KAUSTAV GHOSH B27
KAUSHIK MAJI B28
KUNAL BORA B29
 SAFFOLA OATS
Company type Public
Industry / Consumer Goods / Bombay Oil Industries Limited (BOIL)
Predecessor

Founded 2 April 1990; 31 years ago

Founder Harsh Mariwal

Headquarters Santacruz, Mumbai, Maharashtra, India
Products (Segments) 1. Saffola masala Oats 2. Saffola oats 3. Saffola Salt Plus 4. Saffola Oils 5. Saffola Aura
About Saffola
Saffola Oats Saffola is second largest brand for oats in India and is targeting all segments by introducing India-spec
products since Indian breakfast menu generally consists of hot and spicy dishes. As per a survey, a major percentage
of Indians disliked having cold cereal breakfast. Saffola is a leading healthcare brand and manufacturer of Saffola
cooking oils made with balanced fatty acids to reduce body cholesterol. Saffola was founded sometime in the 1960s
but gained prominence only after 1990 when the Harsh Mariwala repackaged it as a healthcare brand .
 SECTOR
60
Revenue Wise growth • FMCG is the fourth-largest sector in the Indian economy.
50
• By 2025, India is likely to be the fifth-largest FMCG market in
40 the whole world.

30 • The Indian processed food market is projected to expand to US$

470 billion by 2025, up from US$ 263 billion in 2019-20.
20
• The online FMCG market has reached around US $ 45 billion at
10
the end of year 2020.
0 • India’s GDP per capita at current prices is expected to increase
2017 2018 2019 2020

from US$ 1,761.63 in 2016 to US$ 3,277.28 in 2024.

HealthCare F&B Household & Personal care

• FMCG Sub-Sectors Health care, Food & beverages and 2021 Total Revenue
110 Billion $ 45
Household & Personal care. 55

• Household and Personal care hold firm as it comprises

of 50% of the FMCG markets total revenue. URBAN RURAL
 COMPANY
• Marico Limited is one of India’s leading consumer
goods companies operating in the health, beauty and
wellness space. With its headquarters in Mumbai, Marico
is present in over 25 countries.
• Marico has around 25+ brands and Saffola is one of
them.
• Saffola is a health care brand which brings to you a range
of everyday Heart Healthy Foods and Services that are
easy, effective and enjoyable so that they easily integrate
into your lifestyle.
• Saffola has contributed around 23% in Marico’s total
turnover in the year 2020.
• In the year 2020 Saffola’s growth was 9% from 2019 and
has contributed with around Rs. 1682 Crore in terms of
Marico’s total revenue.
 PRODUCTS AND SERVICE
Saffola Oils Saffola Foods Food for special Dietary use
• Saffola Total • Saffola Oats • Saffola Active Nutri-
• Saffola Aura • Saffola masala Shake
• Virgin Oils Oats • Saffola Protein
• Saffola Salt Shake
• Saffola Honey
• Saffola Noodles
 DATA RELATED TO BRAND
Years Sales Turnover in cr. Change in sales YOY Growth rate Total Revenue
2017 118 5 4.24% 173
180
2018 126 8 6.35% 152
160 143
2019 143 17 11.89% 126
140 118
2020 152 9 5.92%
120
2021 173 21 12.14% 100
80
 In 2020 Saffola oats hold 2nd position with 29% of 60
market share. 40
20
 And hold 1st position with 68% market share in
0
flavored oats category. 2017 2018 2019 2020 2021

Sales in cr.

“The global oats market size stood at USD 5.18 billion in 2019 and is projected to reach USD 6.90
billion by 2027, exhibiting a CAGR of 3.8% during the forecast period (2020-2027)”
 TOP 3 COMPETITOR ANALYSIS
Brands Total Revenue in cr. 2020-21 Absolute Market Share Relative Market Share
Quaker Oats 244 44% 1.52
Saffola Oats 161 29% 0.66
Kellogg's Oats 95 17% 0.39
Horlicks Oats 43 8% 0.18
Others 11 2% 0.05

Total 554 100%

India’s Market Share of Oats

8% 2%

17% 44% Quaker Oats

Saffola Oats
Kellogg's Oats
Horlicks Oats
Others

29%
PESTEL OF SAFFOLA OATS
 SWOT ANALYSIS

• Brand value and • No zinc and • Healthier options • Multiple

Brand equity magnesium preferred over fast established
• Reduce bad LDL • Has added sugar food competitive
cholesterol 100% and preservatives • New taste variants products
natural • Higher cost • Change in
• High in iron and • Inefficient customer’s
source of protein segmentation preference
• Helps manage • Indirect
weight competition
 SEGMENTATION
Demographic –
• Age 5-12 - who are school
going kids ,Occupation-Student.
• Age 18-40 - who are health
conscious, Occupation -
Student, Working professionals
• Age 25-55 - Occupation-
Working professionals
• Age 60-85 - who have heart
problems, Occupation-Home
maker or retired
Psychographic – Behavioral –
• Value – Family oriented, • Usage Occasion – For
Focuses on her career but does regular consumptions.
not want to neglect the family
in the process. • Benefits Sought – Looks for
speedy, Quick alternatives
• Lifestyle – Modern, outgoing,
Health conscious, Open to
trying new products.

Oats being a quick fix &
healthy solution for
people missing breakfast.
An instant healthy Breakfast
for working bachelors who
do not have the time to
cook.
TARGETING
According to primary research nearly
47% of single working professionals
(21-30 years) prefer eating oats at
breakfast
Saffola Oats can easily leverage this
category. The communication should
focus on health benefits and ease of
cooking
Also retired people prefer Oats
as a healthy & light breakfast
who are 60+ in age
Trial Sample of Oats should be
made available in office
canteens so that people can
consume.
 POSITIONING
Heath + Taste CURRENT DESIRED
DO Consumption of Consumption of MARKETING
various other, no too Saffola – OBJECTIVE –
much loyalty. Masala Oats only. Increase Market
COMMUNICATION STRATEGY Penetration &
TOM & thereby
• Weight Manage Karne ka tasty gain Market
Share.
& healthy tarika (360 - degree
campaign)
• The Other Side (Event & THINK FEEL Increasing health Saffola Masala COMMUNICATIO
Activation) What is healthy can DO awareness – Oats – N OBJECTIVE –
also be tasty. Healthy food is Quick solution for To communicate
gaining priority. consumers’ the positioning,
However, consumers Healthy Food Saffola Masala
BUSSINESS OBJECTIVE do not have time to Needs. Oats = Quick
prepare healthy Healthy Tasty
• Convert other Oats brands meals. They look for Food Fixes
consumers to Saffola Oats Quick, Tasty, Healthy
while maintaining the parent Food options.
Brand Equity
LEARNINGS AND
SUGGESTIONS
• Saffola Masala Oats really are the smarter way to stay fit.
• Oats are a high fiber and protein wholegrain breakfast and hence, a
smarter option than refined cereals.
• Saffola encourages to exercise regularly, follow a healthy lifestyle and
consume a diet low in saturated fat, cholesterol and sodium to keep your
body .
• “The key learning for us was that in the marketplace, you have to give
consumers what they want.” “Market research can only get you so far
when it comes to launching a new product. You have to go to the
marketplace to see whether what you are offering is working in the real
world,” said Harsh Mariwala, Chairman, Marico.
• Among multiple established competitive products Saffola oats must
market its product in the most innovative way. It also faces both direct and
indirect competitions.
• 360-degree marketing .
• Focused on - pricing ,health , preparation time, demography and how is it
different from other brands .
 CONTRIBUTION OF EACH MEMBER
NAME , ROLL NUMBER SLIDES
KANISHK SHARMA , B26 • SCPS

KAUSTAV GHOSH , B27 • SWOT ANALYSIS

• LEARNINGS AND SUGGESTION

KAUSHIK MAJI , B28 • DATA ( REVENUE, MARKET SHARE , GROWTH RATE )

• TOP 3 COMPETITOR ANALYSIS

KUNAL BORA , B29 • INTRODUCTION OF COMPANY

• PESTLE ANALYSIS
THANK YOU
We would like to thank our respected
marketing faculty – G.Pravin sir for giving
us this assignment . Thank you so much sir
for giving us this opportunity to work on this
assignment . This assignment helped us to
develop our team building skills , research
skills, marketing idea and presentation . We
hope that you will like our group
assignment .