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Saffo La Jourey
Saffo La Jourey
Saffo La Jourey
Retrospective Transforming a brand known for its health benefits for heart patients
Perspective
into an cooking OIL brand that will be consumed by all people of all age groups.
BRAND IMAGE
1.Problem Solving Brand 2.Higher PuFA (poly unsaturated fatty acid) used in marketing efforts 3. Consumers basically urban dwellers above 45. 4. Heart Patients forming the chunk of customers base. 5. Costly and to be taken on doctors recommendation
98, SAFFOLA TASTY was launched, because of shortage of Safflower crop, but was advertised as a blended version of Saffola with taste of Corn Oil.
TRANSFORMATION
TRENGTHS
W
Higher Recall Value Most trusted Brand
EAKNESSES
Prescription Brand Tag Fear Factor Higher Cost Taste Indifference Internal factors No direct Emotional connection. Inefficient Segmentation
PPORTUNITIES
HREATS
External factors
Edible Oils
Cooking Oil
Vanaspati
Sunflowe r 43 %
Mustard 23 %
Ground Nut 14 %
Kardi
Soya
Others
9%
9%
2%
Saffola Rs 90 150 Saffola Gold 1. Rice Bran 80% 2. Safflower Oil 20% Saffola TASTY 1. Safflower Oil 80% 2. Corn Oil 20%
Sundrop Rs 75 130 Sundrop Heart 1. Rice Bran 80% 2. Sunflower Oil 20% Sundrop Goldlite 1. Sunflower 60% 2. Corn Oil 40%
Saffola Aaj se
2.
3. 4.
Main Idea:Repositioning of the brand by reducing the fear factor. Targeting the 30-40 age group customers, especially working professionals. Softening the tone of their ads. Reiterating the fact that Indian men are more prone to heart diseases.
Change in Ad Campaign:
Highlighting the qualities of Safflower Oil. Grown without pesticides. Ad cultivating more family values to appeal to the emotional quotient:
OUR SUGGESTIONS
Could add the taste factor by increasing the corn oil content. It can also be improved by effective R&D work.
Can be used in Cookery shows. Could suggest recipes which are tasty and healthy on the packets.
High in Mono Saturated Fat This has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels. It has very high amount of vitamin E naturally, about 34%. Safflower also aids in weight loss and its maintenance.
THANK YOU