Saffola Repositiong Essay Example

Saffola Repositiong Essay To analyze how successful was Saffola in repositioning itself from being a â€Å"Curative† Brand to â€Å"Preventive† brand. Case Synopsis For the past few years Marico has been rolling out many new products under the Saffola banner which are all targeted at the health conscious consumers. While edible oil remains Saffola’s flagship product they have diversified into other new products such as Saffola oats, Saffola Muesli and Saffola rice as well. Saffola’s perception a decade ago was that it was more of a curative health rather than a preventive health brand.It was almost like an addition to a doctor’s prescription. The heart patient was advised to shift to Saffola (which is KARDI OIL with high PUFA and low saturated fats). Though it had a stranglehold on this segment of edible oil market, Saffola realized that the curative health (almost a negative health) market is limited in size and scope. The brand positioning also limited its choice of extens ions in to other food categories. Saffola has understood that preventive health market is much bigger market and is trying to re position itself accordingly.It has created an emotional connect with the target consumers by portraying itself as â€Å"Conducive for heart† oil, rather than oil for heart patients. Initiatives by Saffola to re-position itself as a preventive healthcare: * Saffola has come up with a â€Å"‘Heart Age Finder tool† and raises awareness about the fact that, we often forget the one who is the most important to us our heart. * Saffola gifted readers in Mumbai, Delhi and Bangalore a free copy of the Times of India for their heart with advertisements portraying ways to take care of the heart. September 28 being the World Heart Day, Saffola came up with the out of the box solution. They created silence in the air waves of all the radio station and thus portraying the silence with which our heart functions despite taking the entire toll of our strenuous life. Market segments The consumers can be broadly segmented in to the following categories for this study: 1. Consumers of Health brands – in edible oils, mainly refined oils a. Consumers of Saffola b. Consumers of other brands 2. Consumers of un-refined oils ( e. g. Dhara ground nut oil) Research objectiveOur proposition is to conduct a primary research among branded edible oil consumers in order to figure out the following: * Factors which motivate people to buy Edible oil. * The awareness about nutritional values of various edible oil brands / types. * Awareness of various edible oil brands and its â€Å"health perception† among the consumers. If someone is not aware of Sundrop, he or she may not have any perception of its healthy / unhealthy qualities. * The brand perception Saffola oil among people who are aware about Saffola. * Awareness of saffola’s repositioning – among old users.Research Methodology * Based on the research objectives m entioned we have identifies specific factors that would help analyse the objectives and have prepared a questionnaire to enable a study on the said factors. * We are going to go to multi brand retail shops like big bazaar (pimpri chinchwad, sb road, Kalyani Nagar) D-Mart in the city of Pune to get consumers to fill out the questionnaire. * Our target for research is saffola customers and more specifically women. * Having collected the data we will put it through statistical tests to draw conclusions. QUESTIOANNAIRE Gender: MaleFemaleAge:Below 25 25 – 35 35 – 45 45-55 55-65 65-75 Above 75 Marital Status: Married Unmarried 1) Do you believe the type of oil affects the health? Yes No Not Sure 2) Which of the following oil types are you aware about? Underline the one that you buy. * Sunflower * Rice Bran oil * Olive oil * Coconut * Ground nut * Other Please specify if other 3) If you know about the following terms (pertinent to oil consumption) tick yes? * Good Cholesterol * Bad cholesterol * PUFA * MUFA 4) Are you aware about the following brands? * Saffola * Fortune * Sundrop * Sunflower * Others Please specify if other ) Rate the importance of the following factors while purchasing oil? | Irrelevant| Not so important| Important| Very Important| Critical| Price| | | | | | Saturated Fat Content| | | | | | Flavour ( ex Coconut oil, olive, garlic etc)| | | | | | Packaging (convenience, look etc) | | | | | | Availability of the product| | | | | | Package size| | | | | | Advertisement| | | | | | 6) Do you believe Saffola is a health brand? YesNo Not Sure 7) Do you feel that Saffola is justly priced? Yes No Not Sure 8) Which of the following Saffola campaigns are you aware about? * Dil toh bacha hai ji Age of your heart * World Heart Day * Neither 9) How long have you been using safolla? * Less than 1 year * 1 – 3 years * 3 5 years * 5 – 8 years * 8 – 11 years * 11 years and above 10) Which of the following are reasons for the shift ? * Health of near and dear ones * Instruction by dieticians/Local gyms * Doctors * Advertisements * Health Blogs * Others 11) Which of the following Saffola products (other than edible oil) are you aware about? * Oats * Rice * Wheat * Musseli 12) On a scale of 1 to 5, how likely are you to recommend saffola to someone? (1 being the lowest and 5 being the highest)