SAFFOLA COOKING OIL – THE

REPOSITIONING JOURNEY

Arjun Choudhary (PGP14063)

Fahad Katrawala (PGP14069)
Mohd Aamir (PGP14079)
Rahul Kumar (PGP14087)
Soumya Sethy (PGP14098)
 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
 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
CHALLENGES OF THE NEW
CENTURY

• 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
 BRAND PERCEPTION
POSTMAN SUNOLA RUCHI
SUNDROP
GEMINI
SAFFOLA
SVS

SUNOIL GOLDWINNER

Double Refined Sticky

Low cholesterol Heavy
Health Oriented Fatty
 SWOT ANALYSIS
Strengths Weakness

• Higher recall value

• Higher PUFA • Medicinal tag
• Trusted Brand • Higher cost
• Inefficient segmentation

Threats
Opportunities
• Competition
• Failure of
• New taste variants campaigns
• 360 degree marketing
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
SAFFOLA BRAND PRISM
 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
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”
 Recommendations
• Work on the taste factor

• Sponsor some cookery shows

such as Master chef

• Suggest tasty and healthy recipes

on the packet