BRAND BUILDING

MARICO MANAGING-- SAFFOLA

GROUP MEMBERS:
SNEH UPADHYAY(34) PRIYANKA DAS(124) SHIVAM SINGH(40) MOHSEEN KHAN(19) HIMANSHU MEHROTRA(13) THAKUR UDAY BHAN SINGH(38)

CASE FRAMEWORK
Marico industries Indian FMCG offering unique and ethnic Indian products. Maricos brand building efforts for Saffola. The positioning adopted for targeting its consumers. Maricos association between Saffola and Heart Care. Maricos innovations in product formulation.

ABOUT MARICO
Marico founded in 1987 is managed by Harsh Mariwala. Marico is famous for its Parachute and Saffola brands. Maricos product reaches around 100 million Indians every month through 17 lakh retail outlets. Products Edible oil, Hair oil, Skin care, Fabric care etc.

TIMELINE OF THE CASE

1947-1971 Plant setup (sewree) for coconut oil extraction. 1980-1990 Development of consumer product business Launched 3 divisions of consumer products (1983) Restructuring (1990) Business growth fluctuated because of high oil price (90s) Set up vegetable oil refinery at Jalgaon (1991)

CONTD
Launched (SHHF) Saffola Healthy Hearts Foundation (1993) 1998-1999 Maricos refined oil business grew at 19.7% in volume. Maricos extension to Saffola oil (1998) Launched its website (1999) Launched a new variant with 10% less sodium (1999)

CONTD
2000-2004 Multi level awareness campaigns were launched Marico acquired Saffola from BOIL (2000) Marico teamed up with Rafael- Salgado (olive oil) in 2001 Launched Saffola Nutriblend (2002) Door step delivery and world star packaging awards (2003) Moved from family health positioning to original health care positioning (2004)

ANALYSIS ON 2000-2004
Strengths of Maricos Saffola: Brand image Wide distribution channel Innovations Segmentation: Geographical Urban India Demographical Mostly preferred by educated housewives and high income group

CONTD

Target Audience: People aspiring for heartcare values. Housewives Busy Executives Professionals Positioning: Good For Heart

CONTD
PRODUCT 1. Safffola Tasty PERCEIVED AS Tasty and good in quality POSITIONING Blended oils giving value by adding benefits of two oil

1. Saffola Active 2. Saffola Gold

Health Based High Price and Quality

Comes without odor Premium brans for health conscious people

MARKETING STRATEGY

Cognitive strategy (beliefs and knowledge) Generic messages Affective Resonance and emotions. Communication Strategy: Slice of Life and Informative Customers : Urban health conscious people her affordability is not a great factor

SMART OBJECTIVES
S Related to Heart and Healthcare M Expanding the customer base A Family Health and a healthy lifestyle R Prescribed by doctors because it is low in cholesterol. T Changing the perception towards the product.

CONTD
Hierarchy of Effects Model: Cognitive Affective Conative Learn Feel Do Advertisement Goals : Providing information and persuasion

CREATIVE BRIEF
Objective : To create awareness about heart care and healthcare. The advertisements are informative for high involvement buyers. Target Audience : Homemakers, executives and health conscious people. Message Theme : Concern for familys health and care for heart. Support : Good for Heart Constraints: copyright logo

MEANS END CHAIN

Product Attributes (Saffola Active) : oryzanol, PUFA, Omega3 and vitamin E. Benefits : good taste, low cholesterol level and for healthy heart. Leverage Point : Sehat Se Jeena Hai (Living Healthily) Personal Value : Security and comfortable life.

PROMOTIONS OPPORTUNITY ANALYSIS

Communication Market Analysis : Competitors ITC Sundrop, Fortune, Dhara Postman, regional players like Kaleesuwari Refineries. Opportunities : Brand Extension (Tapping rural growth)
Introduction of new products like oats

Target Markets : Urban India and untapped rural market Customers Positioning : Healthy edible oil Good for Heart

AD APPEALS
Fear Emotional CBSF ( Critical Business Success Factors): Innovation Losorb Technology. Potentials to reduce the chances of heart diseases.

RECOMMENDATIONS
Getting into rural markets by changing the size of packaging. Fear appeal should be avoided By conducting seminars for interacting with people. Correcting the pricing strategy for saffola. Community marketing by conducting competitions among housewives in the society and sharing recipes.

THANK YOU

QUESTIONS