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CASE : SAFFOLA COOKING OIL: THE

REPOSITIONING JOURNEY
CB E GROUP F
CYNTHIA MOREAU IE/17/002
PRAGJYOTIKA NANDAN PGP/17/030
POOJA PUNJABI PGP/17/102
REESHIL N PGP/17/229
GOPIKA PUSHPANGADAN PGP/17/320
UMESH KUMAR PGP/17/361

CHALLENGES FACED BY SAFFOLA

CONSUMPTION PATTERN OF COOKING OIL


COOKING OILS DIVIDED INTO TWO CATEGORIES
THE HEAVY STICKY FATTENING ONES : RUCHI, GEMINI, SVS
DOUBLE REFINED AND HEALTHY ONES : SUNDROP, SAFFOLA, SUNOLA, GOLDWINNER, POSTMAN, SUNOIL (LOW
CHOLESTEROL AND HEALTH ORIENTED)

INDIAN CONSUMER PREFERRED TASTE OVER HEALTH, HEALTHY COOKING OIL MEANT THE TASTE WAS BAD
HOME MAKER( THE WIFE ) WAS THE DECISION MAKER AND TOOK CARE OF EVERYONE ELSE IN THE FAMILY
THE MEMBERS OF FAMILY WHO HAD HEART DISEASE OR WERE PRESCRIBED BY DOCTORS TO USE HEALTHY OIL
WERE THE ONLY ONES MADE TO EAT FOOD COOKED IN CATEGORY 2 OILS (GENERALLY 45+ MALE WORKING
MEMBERS)
HOWEVER, THE BRANDS LIKE SUNDROP WHICH WERE POSITIONED AS FAMILY OIL WERE PREFERRED BY
FAMILIES IN HIGH SEC CLASSIFICATION (AS PRICE DEMANDED A PREMIUM)
HEALTH OILS WERE PERCEIVED FROM COGNITIVE BENEFITS VIEW
PROBLEM-SOLUTION BRAND PERCEPTION FOR SAFFOLA ( NO. 2 IN REFINED OILS CATEGORY)
MOTHERS WOULD AVOID USING REFINED OILS ESPECIALLY FOR CHILDREN DUE TO PERCEPTION OF MEDICINAL
NATURE AND HENCE THE POTENTIAL HARM IT MAY CAUSE TO NORMAL, HEALTHY PEOPLE

MARKETING PATTERN OF COOKING OIL


SAFFOLA USED NEGATIVE REINFORCEMENT FOR ITS MARKETING :
USE OF AMBULANCES, CARDIOGRAM MONITOR AND HELPLESS WIFE , KNOWN FOR ITS THERAPEUTIC PROPERTIES ,
PROBLEM SOLVING OIL
ALSO, ESTABLISHED SAFFOLA HEALTHY HEART FOUNDATION
TRYING TO SWITCH TO PROBLEM PREVENTION OIL IMAGE TO COUNTER STAGNANT SALES

SUNDROP HAD MORE FAMILY IMAGE, USED POSITIVE REINFORCEMENT : OIL FOR COMPLETE FAMILY
REFINED OILS WENT FOR BELOW THE LINE MARKETING TO CONVEY THE IMPORTANCE OF THEIR
PRODUCT
GENERALLY RECOMMENDED BY DOCTORS TO PATIENTS WHO FACED HEART DISEASES OR
CHOLESTEROL PROBLEM
GENERAL COOKING OILS USED IN MOST HOUSEHOLDS FOCUSED OF TASTE IT IMPARTED TO FOOD :
TASTE HAS HEAVY WEIGHTAGE IN INDIAN FAMILIES, FOOD WAS PERCEIVED TO IMPART HEALTH TO FAMILY
MEMBERS, THUS HEALTHY MEMBERS ESPECIALLY CHILDREN ATE FOOD COOKED IN NORMAL OIL
CONSUMERS USED REFINED OILS FOR THEIR MEDICINAL PROPERTIES, DETACHED AND
AUTHORITATIVE REFERRAL SOURCE
THEIR MARKETING MISSED THE AFFECTIVE ELEMENTS LIKE ASPIRATIONAL AND EMOTIONAL COUNTS

IMPACT OF EXTERNAL AND INTERNAL


INFLUENCES
EXTERNAL INFLUENCES

INTERNAL INFLUENCES

CULTURE: SCIENTIFIC, PROBLEM SOLVING & FEAR INDUCING MADE THE


CUSTOMERS THINK THIS AS A MEDICINAL PRODUCT. THIS PERCEPTION WAS
LATER CHANGED TO HEALTH CONSCIOUS & FAMILY VALUES WHICH GAVE A
PREVENTIVE PERCEPTION.

PERCEPTION: CONSUMERS PERCEIVED IT AS A THERAPEUTIC AND MEDICINAL


PRODUCT AND FOR PEOPLE WHO ARE SUFFERING FROM HEART AILMENTS

DEMOGRAPHICS: PORTRAYED AS AN OIL ONLY FOR SICK PEOPLE SUFFERING


FROM HEART AILMENTS AND NOT FIT FOR YOUNGER FAMILY MEMBERS WHO
WERE NOT IN THE RANGE OF HEART DISEASES. IT DIDNT GIVE THE IDEA OF
BEING TASTEFUL, SO IT WAS NOT USED FOR CHILDRENS MEAL.
SOCIAL STATUS: IT SHOWCASED ITSELF AS A NICHE PRODUCT WHICH
THOUGH TARGETED AT SEC A SEGMENT OF FAMILIES, DID WELL ONLY WITH
PEOPLE WHOM DOCTORS PRESCRIBED AS A MEDICINE. SO USING THIS
PRODUCT MADE THE CUSTOMERS FEEL THAT THEY ARE USING A MEDICINE
REFERENCE GROUPS: SAFFOLA CONSUMERS WERE PERCEIVED AS PEOPLE
WHO WERE SUFFERING FROM HEART AILMENTS AND OTHER PEOPLE
COMPARED THEMSELVES AND REALIZED THAT THEY NEED NOT NEED IT AS
ONLY FUNCTIONAL ATTRIBUTES WERE PROJECTED
MARKETING ACTIVITIES: SAFFOLA WAS MARKETED AS HIGH PUFA COOKING
OIL. THE ADS ALSO SHOWED HOSPITALS WHICH CREATED FEAR IN MIND OF
PEOPLE BY SAYING . ITS COMPETITOR, SUNDROP SHOWCASED FAMILY
VALUES WHUSE WHICH CATERED TO NEEDS OF CHILDREN AS WELL AS OLD
PARENTS. THIS LEAD TO CHANGE IN MARKETING CAMPAIGNS LIKE THE
HEART OF A HEALTHY FAMILY

LEARNING: IT WAS THE FIRST PRODUCT TO HIGHLIGHT ITS ATTRIBUTES OF A


HEALTHY OIL OF HIGH PUFASO CUSTOMERS LEARNT ABOUT THE
FUNCTIONAL BENEFITS OF AN IDEAL OIL.
MEMORY: THE CUSTOMER REMEMBERED THE INITIAL LINE EXTENSION USE
SAFFOLA OR ELSE WHICH ALWAYS REMINDED THEM OF FEAR OF HEART
DISEASE AND NOT OF A HAPPY HEALTHY FAMILY. THIS HAMPERED THE
OVERALL PURCHASE OF SAFFOLA VARIANTS WHICH WERE AIMED AT FAMILY
CONSUMPTION AND THEIR SALES DIPPED THE MOMENT THE REMEDIAL
CAMPAIGN STOPPED.
MOTIVES: THE INITIAL MOTIVE OF PURCHASING SAFFOLA WAS OF SAVIOR,
SOLUTIONS PROVIDER & PROTECTOR WHICH WAS MODIFIED TO HEALTHY,
HAPPY, PROACTIVE CARE, PROTECTIVE & FULFILLING
PERSONALITY: WAS SCIENTIFIC, MODERN, MATURE, INTELLIGENT,

RELIABLE WHICH SHIFTED TO MODERN, CARING & RESPONSIBLE


EMOTIONS: INITIAL EMOTIONS ASSOCIATED WITH IT WERE OF FEAR AND
SICKNESS WHICH DETERRED THE USAGE OF THIS OIL TO HEALTHY MEMBERS
OF THE FAMILY AS WELL AS ASPIRING CONSUMERS TO STAY AWAY FROM IT
ATTITUDE: OF THE CONSUMERS WERE OF CONTROL SEEKING WHICH

LATER SHIFTED TO EMPOWERING ALONGWITH CONFIDENT,


DISCERNING & SECURE

SAFFOLA GOLD 1ST AD


TARGET SEGMENT :45+, MALE, URBAN DWELLING POPULATION, SEC A POPULATION WHO ARE
HIGHLY PRONE TO HEART DISEASES.
CHANGE COOKING HABITS: AIMS AT CHANGING THE OIL USED BY THE SEGMENT FROM REGULAR
COOKING OIL TO EDIBLE OIL IN ORDER TO PREVENT HEART RELATED DISEASES
TO LEAD A CAUTIOUS LIFESTYLE: PROJECTS THE FATAL AFTER EFFECT OF USING THE NORMAL
COOKING OIL FOR THE PARTICULAR AGE SEGMENT AND TRIGGERS FEAR INSIDE THE CONSUMER TO
USE THE NORMAL ONE.
INVOKING HEALTH CONSCIOUSNESS: FOCUSES ON THE FACT THAT SAFFOLA GOLD IS THE COOKING
OIL WITH THE HIGHEST PUFA CONTENT THAT CAN ACTUALLY REDUCE THE CHOLESTEROL BUILD UP.
THE SCIENTIFIC REASONING WILL HELP TO CREATE TRUST IN THE CLAIM MADE BY THE BRAND.
RESPONSIBILITY OF THE WIFE: THE AD THROUGH ITS SITUATION ESTABLISHES THE FACT THAT IT IS
THE RESPONSIBILITY OF THE WIVES TO ENSURE THAT THEIR HUSBAND EATS FOOD COOKED IN
EDIBLE OIL AND IS THUS RESPONSIBLE FOR HIS HEALTH

SAFFOLA GOLD-2ND AD
HEALTHY LIVING STYLE FOR THE ENTIRE FAMILY: THE AD CAMPAIGN STOOD FOR LIVING
WITH GOOD HEALTH AND PROVIDED A POSITIVE IMAGERY WHICH INCLUDED THE
CHILDREN ALSO. THUS POSITIONED AS A PRODUCT FOR ALL AGE GROUPS
INCREASE RESPONSIBILITY : THE ADS HELD THE CONSUMERS RESPONSIBLE FOR THEIR
HEALTH AND HENCE SHOULD BE WISE ENOUGH TO CHOOSE THE CORRECT OIL
MAKE STRONG CHOICES: IT URGED THE CONSUMERS TO TAKE THE RIGHT STAND AND NOT
TO MAKE COMPROMISES WHEN IT COMES TO MATTERS OF THEIR HEALTH

SAFFOLA GOLD-3RD AD
CHANGE TO A CAREFREE ATTITUDE: THE PRODUCT WAS PROJECTED AS A HEALTH
INSURANCE AND HENCE THE AD PROVIDES CONFIDENCE TO THE HEALTH CONSCIOUS
CONSUMERS BY ASSURING GOOD HEALTH BY USING THE PRODUCT.
CHANGE THE ROUTINE OF WORKING OUT AT GYM: THE AD CONVEYS THAT SWITCHING TO
SAFFOLA GOLD OIL WILL DO AS GOOD AS HOURS OF WORK OUT AT THE GYM
TO RELY ON ADVISE GIVEN BY EXPERTS ON HEALTH MATTERS: THE AD PORTRAYS THE WIFE
TAKING COMMAND OF THE SITUATION WHEN THE HUSBAND TO EXERCISE TURNS TO BE
EMPTY EFFORTS
TO ACT SMART RATHER THAN ACTING HARD: THE AD CONVEYS THAT IF THE CONSUMER
USES THE EDIBLE OIL FOR COOKING, THEN THERE IS NO NEED FOR WORKING OUT.

THANK YOU!

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