pgp30152 navya jain_saffola_oats
TRANSCRIPT
The Brand
The extension
The Marketing
Mix
The Positioning
The VerdictBRAND EXTENSION ANALYSIS
NAVYA JAIN
PGP30152SECTION A
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Marico
The Brand
Present in 25 countries and 4 major categories
Source: Annual Report 2013-2014
Growth rate of international business is 16% vs 8% for Indian operations
India’s leading consumer brand in the beauty and wellness space
Affects the lives of 1 in 3 Indians
53Forbes 100 Most Innovative Growth Companies
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Hair careHair oils-56% market share in hair oil category
Hair colours15-17% growth rate
Men’s groomingHigh growth rate markets
Deodorants at 25-30%Hair creams at 20-25%
HealthcareEdible Oils-Market leader
Functional foods-No. 2 in Oats, No.3 in Muesli13-15% growth rate
Skin care7% market share
Number 3 position15% growth rate
Marico
Categories
The Brand
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
SaffolaPositioning
Educating Indians on preventive heart care“Good for the heart”
TargetTo expand non oil portfolio to 25% by 2016
Market ShareEdible oil market leader with share of 55%
AccoladesSaffolalife and World Heart Day have won various national and international awards
The Brand
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The Oats Category
33% cagr
The extension
OutperformerHot cereals category(oats) to grow
at 33% compared to 24% for cereal category
2013-2014 data
Growth Rate
2012 2013 2014
Category 36% 23% 29%
Saffola Oats 12% 14% 17%
Low penetrationOnly 3 million of potential
22 million households tapped
CompetitionOther oats, cereals, traditional breakfast items
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
FactsNo. 2 player in Oats and No.3 in Muesli
Crossed ₹50 crore in top line in 201462% share of flavoured oats market
The extension
PositioningHealth + Taste
First ever range of savoury “Masala”oatsto cater to local tastes
Saffola Oats
Launch2010
Plain and savoury varietiesSweet varieties with fruit also introduced
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Marketing Mix
Made of 100% natural wholegrain oatsSmarter way to stay fit-healthier than refined cerealsAimed at shifting regular users from other competitors
The 4 Ps : ProductPla
inSavoury
Designed for the Indian palateHot, spicy and flavoured foodReal vegetables & pre-packaged tastemakersMove away from “breakfast dish” to all day snackRegional flavoursSix variants
Sw
eet
Fruits and crunchy nutsTwo variants
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
BenefitsHelp control cholesterol,
sugar and weightEasy to digest
Filling and energizing
High on fiberEasy to prepare-Just
3 minutes
The 4 Ps : Product
Marketing Mix
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The 4 Ps : PricePlain Savoury Sweet Rs. 15/30 gmRs. 15/40 gmRs. 68/400 gm
Competition Rs. 10/30 gm
Insight
Saffola Oats are perceived as high priced because the average consumer doesn’t take into account the extra grams provided
Various SKUs available
Marketing Mix
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The 4 Ps : Place
Raw Materia
l Vendor
s
RDC
Plants DepotDirect
Distributors
Retailer
Stockists
Super Distribut
ors
Primary Sales Secondary Sales
30 depots
6 Regional Distribution Centres
InsightSaffola leverages its strong existing distribution network to place
Oats in reach of the end consumer Major target channel – modern retail
Marketing Mix
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Do More With Saffola Oats
The 4 Ps : Promotion
The Breakfast Dilemma
Mazedaar Khao, Jee Bhar Ke
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The 4 Ps : PromotionPromoted as fast to cook, ready to eat snackIn store promotions & samplingLeveraging cookery channels like Food-Food etc.First brand to launch flavours suited to the Indian palateSmall size SKUs to encourage trial & repurchaseSaffola Fit Foodie Youtube channel
Marketing Mix
Saffolalife.comIntegrated portal to help users take care of their
hearts-various features like heart age finder, health &
fitness tricks, tasty recipes
Do more with Saffola OatsA campaign aimed at promoting non-traditional
usage of oats in products like idli, upma
to dispel oats’ healthy but bland image
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Segmentation
The Positioning
Behavioural
PsychographicDemographic
Age : 25-40 years
SEC : A, B
Gender : Female
Occupation : Working professionals
Usage occasion : For regular consumption, Usually breakfast
Benefits sought : quick, speedy, convenient mealsWeight management with taste
Values : Career oriented yet does not want to neglect family
Lifestyle : Modern, Outgoing, Health Conscious,
Open to trying new products
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Target ConsumerInitially targeted at
Saffola’s target consumerCholestrol reduction for middle aged men
Repositioned to break the competitive clutter-
Housewives and working women in 25-40 age group
who want to lose weight but
find exercise cumbersome
The Positioning
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The Competition
Bagrry’s
The Positioning
Horlicks QuakerKellogg’s
Quaker Oats are the most popular brand in the target consumer’s mind
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
The Competition
The Positioning
Tasty
Bland
Low priced High priced
Perceived as high pricedMore gm/SKU
priced at Rs. 15
vs Rs. 10 of competitors
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
Points of Parity
Tasty-Delicious start to the day
Healthy
High on nutrition
Competitively priced
The Positioning
POINTS OF DIFFERENCE
World’s first brand to launch savoury oats -
Taste adapted to Indian palate
The Brand
The extension
The Marketing
Mix
The Positioning
The Verdict
References :http://marico.com/india/investors/documentation
https://www.pwc.in/en_IN/in/assets/pdfs/rc-publications/innovation-in-fmcg.pdf
http://www.bestmediainfo.com/2013/10/keeping-up-in-the-oats-race-it-is-all-about-finding-the-right-positioning/
http://www.thehindubusinessline.com/features/battle-of-the-oats/article3324566.ece
The Positioning