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Heart-Healthy Oil for All Ages

Saffola cooking oil was initially positioned as a healthier option for heart patients, but saw stagnating sales in 2001 due to its inferior taste and high price compared to competitors. Attempts were made to reposition it towards healthier cooking oil for all age groups, but the consumer base did not increase. A further re-re-positioning in 2003 aimed to promote Saffola as an oil for healthy family living rather than just heart ailments, but concerns remained that it had not shaken its therapeutic image and that increased competition threatened market share. Suggestions were made to improve taste, pursue new segments, and conduct an advertising campaign to boost effectiveness.

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Yuresh Nadishan
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181 views7 pages

Heart-Healthy Oil for All Ages

Saffola cooking oil was initially positioned as a healthier option for heart patients, but saw stagnating sales in 2001 due to its inferior taste and high price compared to competitors. Attempts were made to reposition it towards healthier cooking oil for all age groups, but the consumer base did not increase. A further re-re-positioning in 2003 aimed to promote Saffola as an oil for healthy family living rather than just heart ailments, but concerns remained that it had not shaken its therapeutic image and that increased competition threatened market share. Suggestions were made to improve taste, pursue new segments, and conduct an advertising campaign to boost effectiveness.

Uploaded by

Yuresh Nadishan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SAFFOLA COOKING OIL

• LAUNCHED1960 – HIGH PUFA, HEALTHIER COOKING OIL


• TARGET CONSUMER – ADULT MALE AGE 45 YRS+ (SEC A)
• EMPHASIS ON HEART DISEASE AND PROMOTION BY DOCTORS
• STAGNATION IN SALES IN 2001
• SAFFOLA AND SAFFOLA TASTY KARDI OIL
 HIGH PRICE
 INFERIOR TASTE
 PERCEIVED FOR PEOPLE WITH HEART AILMENTS AS A THERAPEUTIC
BRAND
SWOT ANALYSIS– SAFFOLA

STRENGTH WEAKNESS

1. HEALTHIER COOKING OIL 1. TASTE POOR COMPARED TO COMPETITORS


2. THERAPEUTIC BRAND 2. BRANDED AS OIL ONLY FOR PATIENTS
3. LOYAL CONSUMER BASE 3. MARKET CAPITALISATION IN OTHER
4. RECOMMENDED BY DOCTORS SESSIONS POOR

OPPORTUNITY
THREAT
1. INCREASE CUSTOMER BASE FOR CHILDREN,
ADULTS, NON-PATIENTS 1. PRODUCT BRANDED AS OIL FOR HEART
2. AGGRESSIVE PRICING PATIENTS
3. PROJECT AS OIL FOR HEALTHY LIVING 2. PRICING HIGHER THAN COMPETITORS
RATHER THAN ONLY FOR HEART
SAFFOLA
RE - POSITIONING

• CONSUMER STUDY (2001) – SAFFOLA LACKED ASPIRATIONAL


AND EMOTIONAL DIMENSIONS
• NEW VARIANT SAFFOLA NUTRIBLEND INTRODUCED
• MARKET SEGMENT ALTERED - ALL AGE GROUPS TARGETED BY
ADVERTISEMENTS
• POSITIONING AS A HEALTHY COOKING OPPOSED TO
THERAPEUTIC OIL FOR HEART
SAFFOLA COOKING OIL
RE - POSITIONING

• INITIALLY 15 PERCENT GROWTH IN SALES WITH CAMPAIGN


• SALES TAPERED DOWN ON COMPLETION OF CAMPAIGN
• EXISTING CUSTOMERS EXPERIMENTED WITH THE NEW OIL
• HOWEVER CONSUMER BASE DID NOT INCREASE
• INCREASE IN INTENSITY OF COMPETITION
SWOT ANALYSIS– RE-POSITIONING
STRENGTH
WEAKNESS
1. POSITIONING AS A HEALTHY COOKING
1. TASTE POOR COMPARED TO COMPETITORS
2. NEW VARIANT SAFFOLA NUTRIBLEND
2. CONSUMER BASE DID NOT INCREASE
INTRODUCED
3. ONLY EXISTING CUSTOMERS EXPERIMENTED
3. ALL AGE GROUPS TARGETED BY
WITH THE NEW OIL
ADVERTISEMENTS

OPPORTUNITY
THREAT
1. REMOVE NEGATIVE TAG OF OIL ONLY FOR
PATIENTS OF HEART AILMENTS 1. INCREASE IN COMPETITION
2. MAINTAIN PRICE PREMIUM 2. LOSS OF MARKET SHARE TO NEW ENTRANTS
3. PROJECT AS OIL FOR WHOLE FAMILY
SAFFOLA
RE - RE - POSITIONING
• REINVENTION OF SEGMENTATION AND POSITIONING (2003)
• REPOSITION WITHOUT LOSING PRICE PREMIUM
• BRAND MESSAGE – HEALTHY LIVING FOR COMPLETE FAMILY
• 360 DEGREE MARKETING EFFORT
• SWITCH OVER FROM THE NEGATIVE AILMENTS RELATED TO HEART
TOWARDS PREVENTION OF HEART DISEASES
• CULTURE OF FEAR TO CULTURE OF TRUST
• SHIFT FROM
 THERAPEUTIC – PROACTIVE
 HEART – HEALTHY
 FEAR – CARE AND HAPPINESS
VIEWS AND SUGGESTIONS
1. UNABLE TO BREAK THE SHACKLES OF THERAPEUTIC AND
MEDICINAL TAG AKIN TO TATA NANO
2. LATEST RE-POSITIONING EFFORT IN 2003 UNLIKELY TO YIELD
RESULTS
3. R & D TO IMPROVE TASTE AND PUBLICITY WITH AN AD
CAMPAIGN
4. EFFECTIVENESS OF SAFFOIL OIL IN WEIGHT REDUCTION TO
CAPTURE NEW SEGMENT

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