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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
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
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
INTERNAL INFLUENCES
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!