reigniting saffola masala oats
TRANSCRIPT
Marico Over the WallRAP GOD
RAHUL SINGH l ADIT GROVER l POORNIMA SHARMA
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
20-35 years old working
professionals
Aspirational and expressive
Time poor generation
Constantly connected
Peer influenced
Misconception: To be slim is to be fit
Tendency to dine out 2+ times a week
Key snacking hours: 1600-1900 & 0000-
0200 hours
Key snacking locations: Street
food stalls
62 % Delhi Metro travelers observe Advertisements
TARGET CUSTOMER KEY INSIGHTS CATCH THEM ON THE RUN
Advertising in train and on major metro stations
Generate trials through “THE SNACKY BAG”
Tie up with food stall vendors outside commercial offices spaces
Concerned about Health
SAFFOLA’S Micro website to provide lifestyle and diet plans based on body types
Targeted YOUTUBE AdsFACEBOOK Sponsored posts and activation campaigns on SMO’s official page
Tie-ups with Zomato verified reviewers and bloggersFeaturing SMO in Zomato collections Like Quick bites, Pocket friendly, Street food and Great breakfasts
Consumer Story
Consumer Story
Microsoft Word Document
Detailed Executive Summary of 500 words Attached in the above link, this slide is a summarized version of it.
Redefining Target Segment
Key InsightAll the brands are focusing on benefits for the
heart and are targeting age group of 30 +
Target Market: Working professionals 35 + and housewivesPositioning: Deliciously nutritious mornings & Make a smart start to a Healthy Heart
Target Market: Working professionals 35 + and family as a wholePositioning: Health Advantage : Control Blood Pressure, Reduce Cholesterol & Weight
Target Market: Middle Aged men ( 33 + )Positioning: Reduce Cholesterol, Healthy, Tasty
OPPORTUNITY ??
Connected to the content &
technology
85% Rely on peer approvals for
buying decisionsHealthy conscious
Always on the move
Gen C
Age : 20-30 YearsFirst Jobbers
Key TakeawaySaffola can target a totally untapped market
who is health conscious wants to stay fit.
IT Employees / BPO/ KPO
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
DIFFERENTIATING FACTOR
Consumer Story
Consumer Story
Health
Wrongly believe that to be slim is being fit, Slim is in Fashion
Eating behaviors like skipping meals, eating out, and snacking are common
Unaware about the importance of a balanced and complete diet
Diets remain deficient with energy, protein, iron, vitamin, and fiber
Blood pressure becoming common among youngsters
Every 3rd person in an Indian city is a youth,
population 464 Million by 2021
Influenced by cosmopolitan trends,
international food, media and cuisine
Increasingly time-poor, seeks convenience in
preparing meals
More than 50% flocking to On-the-Go meals during office hours
Lifestyle
More than 75% online population <35 years
69% FB users in age groups 20-30 years
80 % with smartphone watch YouTube
44 % aren’t opposed to Ads when relevant
Online Trend
2H 05M Avg time spend on Social Media
Key Takeaway
• Increasing demand for On-the-Go, healthy meals
• Need to educate youth about ways to stay fit
• Smartphones paly an integral role in the lives of Youth
• Ideal target group as product fits the needs of
consumers
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
Consumer Story
Consumer Story
* Reports: National Restaurant Association of India (NRAI) and Technopak
• Established itself as a 4 pm snack• Usually not considered as wholesome• Targets frivolous food moments of consumers• Market share shrinking, newer healthier options in market
Why Oat Noodles?
• Wants to position the variant as a morning option• Plans on riding on the growing popularity of oats• Directly compete with major oat brands in India• Aims to give consumers serious food moments*
Market Insights
Healthy variants wheat-flour and multigrain Maggi noodles failed in past
Instant noodles no matter what they claim leads to various health issue
Priced at Rs25/packet, makes it the costliest noodle in store
Does not compete with breakfast oats because of Maggi brand Image
In Store Research
• Displayed with other Maggi products
• Gets more visibility to drive sales• Drives impulse purchase• Putting in Oats category reduces
consumer footfall• TV ads influencing purchase
decisions• Price, deterrent for repeat
purchase• Not being consumed as breakfast• Health element unclear to new
consumers
Key Takeaway• Too early to predict fate of Maggi Oats Noodles
• Not a competitor to Saffola Masala Oats presently
• Highest priced Maggi ever, might result in loos of sales
• Perceived as unhealthy snacking option because of Maggi
brand image
• Does not influence Oat users to shift to Maggi in any way
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
* CERS report states Maggi Oats as unhealthy, with just 40% oats in it
Consumer Story
Consumer Story
Getting Ready for work
7:00-7:45 AM
Saffola Oats @Rs.15The Healthier way to do things on the RUN
7:45-9:00 AM
Facebook Targeted AdsYouTube Advertisement
Consumer sees the advertisement before
the music he playsTypes of Targeting:
Interest BasedRemarketing
Content based
Consumer has glimpse on this ad when he checks
Facebook Types of Targeting:
Interest Based & Demographics
Key lines of Delhi Metro:Yellow Line (Jahangirpuri to Huda City Centre)Blue Line (Dwarka to Noida City Centre)Costing:Advertising cost for inside station – INR 25,000 -1,10,000Number of passengers : 12.59 lakhs/day Inside train branding prices: Per boggie per month : INR 75,000
Consumer sees this advertisement while travelling and tries to associate with himself
Stations : Kashmere Gate ,
Rajiv Chowk
Key TakeawayThe connect would be their because Gen C is health conscious and Oats have never been targeted towards
them
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
Going to Office- Transport
Consumer Story
Consumer Story
Tea Break at 4.30 Team Saffola Arrives Distribute Snacky Surprise boxes
Contains Trial Packs and Taster Kits
Generate Conversation with consumers
* SMO: Saffola Masala Oats
What’s in?
TCS India• Biggest IT company in the country (2nd
world wide)• Offices in major Indian cities including
metros• Highest number of employees, 2 times
Infosys• 81% employees are fresher/trainees• Activation gives huge potential to
communicate with TG of SMO
Why TCS
For Connect • Leaves lasting impression in customer’s mind• Free samples create strong emotional connect• Increases chances of recall and repurchase
For SMO
Potential• Capture the On-the-go meals market for professionals• Pitch in to increase job performance of the company• Monitor response from activation campaign for positive
reactions• Further tie ups with office cafeteria, office canteen owners
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
9:00 AM- 6:00 PMWorking in Office
Consumer:• Impressed by taste• Probable Snacking
option• Convenient to cook
and consume SMO
Consumer Story
Consumer Story
MyDietPlan
Mobile Application
Website Portal
Flavored Oats
My Diet Plan
Myth Breakers
Oats Recipes
Benefits of Oats
Download App
Sign Up
MYTH BREAKERSMyth 1: People need to starve when they are dieting No, In dieting people need to have healthy food. Dieting would make people heavier.Myth 2: Oats can be had only in breakfastOats is an all-day food. It helps give you sufficient nutrition to carry out your dayMyth 3: Saffola Oats has ‘Ajinomoto’ in itSaffola Masala Oats does not use ‘Ajinomoto’ as an ingredient…………..
Consumer Engagement
Initiative:Diet Plan based
on body type
The Chilli Pepper The Pear The Apple
Body type: Narrow Body type: Heavier Bottom Body type: Fat belly
Calorie Requirement: 2000 ( 800 carbs,700 fat,500 protein)
Calorie Requirement: 1500 ( 750 carbs,375 fat,375 protein)
Calorie Requirement: 1500(600 carbs,525 fat,375 protein)
Diet Plan: Olive oil, nuts, lean protein, Carbs: Fruits, VeggiesExercise: Heavy Weight
TrainingAlong with moderate intensity cardio
Diet Plan: Complex Carbs: Whole grain cereals, Oats, beans & lentilsExercise: Aerobic Activities,30 minutes rigorous cardio along with strength training workouts for upper body
Diet Plan: Complex Carbs: Whole grain cereals, Oats, Monosaturated Fats: Nuts avocado, Olive OilExercise: 40 Minutes cardio session to build body muscle
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
MYTH BREAKER
S
Key InsightMyths about harmful ingredients can be broken if clubbed with
other popular myths to gain credibility
Key Insight• Special website for Saffola Oats to Reinforce
the positioning to Gen C • Facebook & YouTube ads linked to the Saffola
Oats Website to promote this feature
Consumer Story
Consumer Story
Getting Featured
Sponsored SMO cover pictures across categories:• Quick bites• Street Food• Pocket Friendly • Great Breakfasts
Blogging It
Articles on “Zomato: Official Blog ”about:Experiments with SMO, Healthy Eating
Influencing them
Tie ups with “Zomato Verified Reviewers” across major cities in India
* SMO: Saffola Masala Oats
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
& POS Vendors Way Ahead
Key Insight: Target Foodies across 21 cities in India and create positive brand perception to influence their choices when they make a purchase
In Store Sampling
Creative Retail Store Display
Key Insight• In Store Sampling increases product
trails and impulse purchase• For easily substitutable and similar
products, it leads to decrease in sales of competitors
• It is an effective way to boost product awareness and encourage sales
• Creative Retail Display improve visibility of product in cluttered Oats Section
Consumer Story
Consumer Story
Key Insight To convert the Campaign into
numbers, Saffola needs to provide it at vendors near the
office areas, so that people try it and get habitual
Select a corporate Hub. Example : DLF Cyber City
Talk to local vendors and persuade them to make & sell Saffola oats. Give 2 cartons for trials
Corporates start trying it because they miss meals.Oats become a snack
Other Vendor start demanding the product
Pilot Sales Representative of Marico would be going to the vendors
Vendors approach Marico’s distributors or sales representatives
*Based on primary research in DLF cyber city and Udyog Vihar
Costing for
Marico* Selecting 200 vendors in Cyber City & Udyog Vihar
Giving 2 cartons per vendor as a promotion
PSR’s cost
24*15*200=72000
No. of trials by consumers
24*200=4800
Cost per consumer trial
Rs.15Cost is just for
promotional campaign and its scalable.
The cost per consumer will reduce drastically
once new vendors start asking for the product
Costing for Vendor
No. of Packets Price Per packet/plate Discount( as per Maggi) Final pricePrice of procurement 1 Saffola Carton 12 15 10% 162Selling Price of 1 Saffola Carton 12 25 - 300 Profit Margin 85%
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
SMO Vendor
Consumer Story
Consumer Story
Story 2020
Exec Summary
His Insight
Maggi OatsOur TG Website Zomato
Deal Vendors Way Ahead
2010
Saffola Oats launched – Targeted at regular users of oats in Indian market
2011
Catering to Indian Consumer’s palate Savory flavored oats- Saffola Masala Oats launched. Targeted at individuals looking for weight loss.
2014Change the Target customer & Positioning
Reasons:• 65% of Indian Population less 35 years• By 2020, average age in India will be 29• Untapped Market
Catch them on the run:Distribution network for on the run working professional to be strengthened by local vendor vendor tie ups
Positioning Change:• Towards fitness over weight
management• Round the clock healthy snack
SMOsuccessfully positioned as an easy to prepare, healthy snacking option
2016
2020
Target market & POS :• College goers : college
canteens, vendor stalls• First jobbers and working
professionals : office cafeteria, street food stalls
With a strong distribution network through vendor tie ups, Saffola will expand its target customer base to 15-35 years old, including college goers and first jobbers. Thus, “Catch them young!”
Saffola Masala Oats available as: Healthy- Fast food snack
* SMO: Saffola Masala Oats
Consumer Story
Consumer Story
THANK YOU