3. PRELIMINARIES
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
7. The Saffola Ad-Journey
92, The Ad Campaign played up the fear element and
established the heart specialist image.
Market shrunk in size
Only patients & 40+ age group
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.
8. The Saffola Ad-Journey
00, The launched an ad campaign focused on all
age groups healthy living
the timing was premature
as the health concern crowd
was still in its nascent stage,
so it again back fired.
04, they again went back to advertising saffola
as a supplementary measure against heart
disease minus the grave consequences.
13. Steps in Transition
Saffola “Aaj se”
THE HEALTHY OIL-TERNATIVE
Main Idea:1. Repositioning of the brand by reducing the fear
factor.
2. Targeting the 30-40 age group customers,
especially working professionals.
3. Softening the tone of their ads.
4. Reiterating the fact that Indian men are more
prone to heart diseases.
14. Steps in Transition…
Other Steps Taken: Dial-a-Dietician
Laughter Olympiad
Targeting female audiences
15.
16. OUR SUGGESTIONS
Change in Ad – Campaign:
Highlighting the qualities of Safflower Oil.
Grown without pesticides.
Ad cultivating more family values to appeal to the emotional
quotient:
17. 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.
18. Safflower (Kardi) Oil:
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.