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A study of brand personality of Saffola cooking oil and feasibility of Saurav Ganguly as brand ambassador.
CONTENTS
Sr. No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Topic
Executive Summary Problem Statement Background Sampling Plan Primary Data Collection and Analysis Conclusions Recommendations Limitations Questionnaire Bibliography
Page No.
4 6 7 9 10 21 22 23 24 26
EXECUTIVE SUMMARY
In todays fast life people hardly have time to sit down at ease and have a hearty breakfast, lunch or dinner leading to various diseases. Heart disease is one of the most dreaded diseases due to improper diet habit. Fortunately people in India especially the urban class consumers have started realizing this fact and have become very careful in what they intake including the cooking oil. This project is about one such brand called Saffola which is claimed to be Heart Friendly oil and prevent heart disease. Saffola is a thirty five-year-old brand. The project has two phases. First phase is about studying the consumer perception of the brand Saffola. Second phase is about finding out whether Saurav Ganguly would be the right person to endorse the brand Saffola. Apart the ones mentioned above, the additional research objectives were to find out to whom consumer feels the product is most suited to and who makes the buying decision of cooking oil at home. The research is carried out by selecting samples of housewives and working mothers of households between Borivali and Andheri. The samples are selected by convenient sampling. The criteria for selecting the respondents are that the respondent should have heard about Saffola and Saurav Ganguly. The survey is carried out with the help of questionnaires. Analysis is done through statistical software SPSS version 10. Conslusions, recommendations and limitations form part of the project. Some of the interesting findings from the project are as follows: The word Healthy instead of Heart friendliness is what comes to the mind of the people when they think about Saffola. N.L. Dalmia Institute Of Management Studies And Research 3
People remember the word Healthy because of the famous Sundrop ad and some have even confused Saffola with Sundrop. People feel that Saffola is oil that can be consumed by anyone and not just the sick. Saffola has a personality of a person who is very health conscious, serious about things he does i.e no-nonsense attitude, caring, reliable and someone who could be trusted upon. The housewives are the ones who decide which brand of cooking oil has to be bought. On an overall basis Sauravs personality is considered to be a mix of Arrogance, Straight Forwardness and Reliable. Reliability and Caring are the two main factors that link Saurav Ganguly to the Saffola brand. An ad with Saurav as the brand endorser can make sufficient number of people try the product.
The main recommendation is that Heart friendliness needs to be stressed in all the advertisements and the advertisement should be featured frequently.
PROBLEM STATEMENT
A study of brand personality of Saffola cooking oil and feasibility of Saurav Ganguly as the brand ambassador
RESEARCH OBJECTIVES
To study the brand personality of Saffola cooking oil. To study the personality of Saurav Ganguly vis--vis Saffola. To study the feasibility of using Saurav Ganguly as the brand ambassador. To find out who makes the buying decision of cooking oil. To find out whom according to the consumer is Saffola most suited to.
BACKGROUND
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Saffola is a thirty five-year-old brand, widely recognized by consumers to be "Good for Heart". Many Doctors recommend Saffola to their patients to maintain health. The busy executives and professionals, today, are looking for lifestyle interventions necessary to counter the stresses of personal and professional life; and all of them are in a search mode for solutions. Saffola has taken initiatives to bring solutions to their doorsteps, and what better place to do this but the office itself. Hence the Saffola, 'Direct to Office' initiative. In this programme, interesting information is shared by an eminent cardiologist, on the lifestyle interventions. Diet forms an important part of this lifestyle intervention and which is where the brand Saffola fits in. Direct to Consumer Programme have also been introduced where the wives of executives and professionals are addressed. So Saffola these times goes to their homes. This programme though involves sharing interesting information through a dietician on the food. This is done because housewives interest lie in practical interventions (recipes, cooking tips, etc.) necessary to counter the stresses life. Here the housewives are addressed through talks and recipe shows. World Heart Day as a concept existed; however, Saffola recognized the potential and leveraged it as an opportunity to involve audiences with the message of Heart Care. There were ' 2000 free heart check ups' offered by Saffola at key locations on the World Heart Day in various metroes (e.g. Churchgate Station in Mumbai).
Evolution:
Saffola, positioned on the 'good for Heart' platform was small in volume terms, till 1993, when a series of hard-hitting ads took the brand to new heights. Awarded the 'Brand of the Year' in 1993 by The Advertising Club of Bombay, the brand has continuously modernized and upgraded itself. A new aesthetically defined shape was launched in 1998 ensuring glug-free pouring. The brand was repositioned as 'Heart of a Healthy Family' and extended to a value added edible oil and Salt. A Web site on health, http://www.healthykhana.com was launched in 2002 to guide Heartcarers as well as proactive health seekers on various aspects of Dietary Health. It also provides a free personalized diet plan service, which anyone can use to get a diet as per his or her individual health requirements.
Saffola consumers:
Saffola's target audience comprises health-conscious consumers.
SAMPLING PLAN
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Population:
The population consists of housewives and working women of all the households from Borivali to Andheri.
Population element:
Housewives and working women of all the households from Borivali to Andheri.
Sample definition:
Women meeting the criteria mentioned below: From a household situated between Borivali to Andheri. Should be aware of Saffola cooking oil. Should have seen or atleast heard about Saurav Ganguly.
Sample estimation:
A convenient sample size of 100 is taken for the research.
Type of Sampling:
Convenient Sampling.
RESEARCH DESIGN
Descriptive Research:
Sample survey method like Questionnaires. The brand personality of Saffola cooking oil. Whether Saurav Ganguly is the ideal brand ambassador for
Saffola.
60
50
40
Percent
30
20
10
Chart 1
Childr e n 10.00%
Adults 40.00%
Chart 2
11
70
60
50
Percentage
40
30
20
10
Heart friendly
Tasty
Prevent obesity
Chart 3
12
Athle te 3.57%
Elde rly 10.71% Sober 17.86% Health Cons ious 21.43% Reliable 14.29%
Chart 4
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Buying Decision:
The housewives are the ones who decide which brand of cooking oil has to be bought. This is evident from the chart 5. The advertisers should target their communication messages on the housewives. Housewives are very concerned about the health of the family hence the advertisements should have an emotional appeal that exploits this concern of the housewives.
80
60
Percentage
40
20
Myself
Husband
Parents
Chart 5
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At present Saffola is not endorsed by any celebrity. Marico Industries are considering the idea of Saffola to be endorsed by a celebrity. They have zeroed down on few celebrities and feel that the Indian cricketer Saurav Ganguly could be the right person to endorse the brand. Marico feels that even though they are considering Saurav Ganguly to endorse the brand, they need to conduct a research to find out whether people would accept him as the brand endorser for Saffola. The second stage of the project is to find out whether the Indian cricketer Saurav Ganguly could be the right person to endorse the brand Saffola. The respondents were asked questions regarding the personality of Saurav Ganguly and an attempt have been done to establish a link between Saffola and Saurav Ganguly.
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Chart 6
16
Less Credible
10%
Credi bl e 70%
0%
20%
40%
60%
Perce nt
Chart 7
17
50
40
Percentage
30
20
10
Good
Fair
Less
Least
Chart 8
18
Young 4.76%
Reliable 23.81%
Chart 9
Occupation of respondents:
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Housewives and working women of all the households from Borivali to Andheri form the population element. But most of the respondents who were interviewed were the housewives. This is evident from the chart 10. Working women formed the remaining 40% of the respondents.
Service 30.00%
Chart 10
Age of respondents:
Majority of the respondents fall in the age groups of 20-40.
>50 10.00% 20-30 30.00%
40-50 10.00%
30-40 50.00%
Chart 11
CONCLUSIONS
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The word Healthy is what comes to the mind of the people when they think about Saffola. The reason for Heart Friendliness not being on the top of the list may be because of a long gap in featuring the Saffola advertisements. People remember the word Healthy because of the famous Sundrop ad and some have even confused Saffola with Sundrop. People feel that Saffola is suited to Adults. It is evident that people regard it as oil that can be consumed by anyone. Heart Friendly is hidden somewhere in the minds of the respondents but they could not recollect it until they have been provided with a cue. Saffola has a personality of a person who is very health conscious, serious about things he does i.e no-nonsense attitude, caring, reliable and someone who could be trusted upon. The housewives are the ones who decide which brand of cooking oil has to be bought. On an overall basis Sauravs personality is considered to be a mix of Arrogance, Straight Forwardness and Reliable. Chart 6 can be referred for details. People feel that the claims made by Saurav are fairly credible. Sauravs straight forward personality is the main contributor to this perception of people leading to most of the people accepting the claim made by him. An ad with Saurav as the brand endorser can make sufficient number of people try the product. Reliability and Caring are the two main factors that link Saurav Ganguly to the Saffola brand.
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Reliability and Caring are the two personality traits that link Saurav and Saffola.
RECOMMENDATIONS
Heart Friendliness needs to be stressed in all the advertisements and the advertisement should be featured frequently. Heart Friendliness association of Saffola needs to be stressed more often in the advertisements so that the word gets registered in the minds of the people and they think of Heart Friendliness every time they come across Saffola. Housewives are very concerned about the health of the family hence the advertisements should have an emotional appeal that exploits this concern of the housewives. People feel that the claims made by Saurav are fairly credible. The advertiser should consider this fact. This is strongly in favor of making Saurav the brand endorser for Saffola. An ad with Saurav as the brand endorser can make sufficient number of people try the product. Hence Saurav is the right person to endorse the Saffola brand.
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LIMITATIONS
The population consists of housewives and working women of all the households from Borivali to Andheri. Hence the results may not be the same if research is done for the entire Mumbai city. The respondents have been selected by convenient sampling without stratifying the income groups. Respondents may give some wrong information.
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ANNEXURE
QUESTIONNAIRE
Resp. no.______
Dear respondent, I am a management student from N.L.Dalmia Institute of Management Studies and Research. I am doing a project on Saffola cooking oil. I request you to kindly spare few minutes of your time to fill up this questionnaire and help me complete this project successfully.
1) Have you heard the name Saffola? Yes No 2) What comes to your mind when you hear Saffola? _______________________________________ 3) Do you buy Saffola? Yes No 4) Whom among the following do you think Saffola is most suited to? (Tick any one) Children Adults Senior Citizens Sportsmen/Athlete Fitness freak 5) Which of the following would you associate with Saffola? (Tick any one) Heart friendly oil Tasty Helps prevent Obesity 6) Which of these personality traits would you associate with the brand Saffola? Health conscious Sporty/Athletic Young Elderly Trendy Wise Caring Reliable Sober 7) Who initiates the buying decision of cooking oil in your home? (Tick any one) Yourself Children Husband Parents
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Dear respondent, we would like to establish a link between Saurav Ganguly and Saffola.
8) What personality traits describe Saurav the most? (Tick any one) Reliable Arrogant Trendy Straight Forward Caring/Protector 9) Please rate from 1 - 5 the credibility of any claim made by Saurav.
(1-Highest & 5-Least) __________
Health conscious Elderly Caring 12) Occupation Housewife 13) Age 20-30 30-40
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BIBLIOGRAPHY
www.healthykhana.com www.agencyfaqs.com Research Methodology Schindler & Cooper.
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