2. An Introduction
• Flagship brand of Marico Ltd.
• Launched as edible oil in 1960
• Early 1990s –target consumers are male of 45+
years
• In 1991-Saffola healthy heart foundation proved a
path breaking marketing effort.
• Cardiologists were specially informed as part of
marketing strategy to make them aware about the
benefits of the product.
• Despite the difference in taste, the brand became
the choice for the group of people as it provides
them sense of security
3. COMMUNICATING THE
“HEALTH” PROPOSITION
• First mover
• Created a “healthy-oils”
category
• Garnered good sales and
commanded a premium as a
“healthy heart” brand
• Marketing team projected it
as a therapy for the heart
• Adopted a unique marketing
strategy, involved doctors
• Had a fair share of very loyal
consumers
4. • Sales begun to stagnate
• Growing competition and market in the
“health oil” segment
• Very strong perception of Saffola as a
prescription brand
• Appealed to a narrow segment of heart
patients
• A market research ensued to study how
consumers view Saffola as a brand
CHALLENGES OF THE NEW
CENTURY
6. SWOT ANALYSIS
Weakness
• Medicinal tag
• Higher cost
• Inefficient segmentation
Opportunities
• New taste variants
• 360 degree marketing
Threats
• Competition
• Failure of
campaigns
Strengths
• Higher recall value
• Higher PUFA
• Trusted Brand
7. REPOSITIONING
FOR GROWTH
• The objective was to
broadened the franchise
without losing the price
premium that the brand
commanded
• Reposition itself as brand
for healthy living,
rather than just for a
health heart
• Tie ups with sports clubs,
health clubs and gyms
• Tie ups with subject
matter experts
9. OUTCOMES
• Initially 15% growth in
sales
• Later sales started to dip
again
• Largely growth came
from within the
existing user base
• Previous brand
association was too strong
• Marketing campaign
failed
• Target audience were not
clearly defined
10. BACK TO DRAWING
BOARD
• Transformation from Healthy
Heart(namely Heart
attacks,hospitals,doctors) to
Healthy Living(stamina ,
overall feel-good factor)
• Targeted new demographic
segment primarily women or
couple, group age 25-45 years
and living in metros.
• Introduced sub brand “Saffola
Gold” – Product related to
expertise of the parent brand
Saffola with a promise of
intangible emotional benefits
meant for a new generation of
consumers.
• Discontinued “Saffola
Nutriblend”
• Decided to employ “360-
degree marketing approach”
12. Recommendations
• Work on the taste factor
• Sponsor some cookery shows
such as Master chef
• Suggest tasty and healthy recipes
on the packet