Saffola case study Group no.

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About Marico Industries Ltd.

Best known for Parachute and Saffola brands, Marico IndustriesLtd ., (Marico) is one of the fastest growing FMCG companies in India. Its brands are market leaders in categories such as coconutoil, hair oils, anti -lice treatment, refined edible oils, fabric care andfood products. With its well -known brands, innovative marketing initiative and distribution position it emerge as a leading player in the FMCG market.

Introduction of Saffola Brand

Saffola Tasty Blend is the first edible oil blend in the country. This oil blend provides the benefits of two oils, thereby giving added value to the consumer. It provides the do-good properties of Kardiand the taste of Corn oil Over the Years, the brand Saffola has become renowned for its expertise in Heart Care, thanks to the consistent introduction of innovative product like heart healthy cooking oil and foods. Saffolas products are the first in your line of defense against heart diseases, making your transition to a healthier lifestyle a lot easier.

Saffola Marketing product

If we go by basic marketing product concept, a company can define tangible and intangible benefits to provide value to the customer. To start with, Marico also defined Saffola, the marketing product at three levels: SAFFOLA Saffola is a forty year -old brand, widely recognized by consumers to be "Good for Heart". Saffola was manufactured by Bombay Oil Industries Ltd. (BOIL) and marketed by Marico Industries Ltd. The Company entered into a Registered Users Agreement da ted 26th September, 1990 with BOIL for the use of the brands Parachute and Saffola for an initial period of 3 years commencing from 1st April. From 1993, the products Saffola and Sweekar were manufactured at the Company's factories. Saffola won the Most Ou tstanding `Brand of the Year' Award instituted by the Advertising Club of Mumbai. About product portfolio under saffola SWEEKAR is a national brand comprising of Refined Sunflower Oil. Sweekar has become synonymous with good quality light edible oil. It is positioned as a light and healthy cooking medium. The Sunflower category emerged in 1988 - 89 and Sweekar quickly became one of the leading brands in this category. The positioning of Sweekar has evolved over time- from the initial stand of lightness and 88% saturated, fat -free - to that of "Achcha Khana, hansi khushi ka Khazana" - to that of "Aapke haath mumkin har baat". It continues to be one of the leading brands among refined oils in the consumer packs market. .

SAFFOLA GOLD - Marico Industries launched 'Saffola Gold, a blend of Ricebran and Kardi oils in a 80:20 ratio, which has dual benefits of lowering cholesterol and enabling food cooked in it to absorb lesser oil.

Rice Bran Oil (RBO): Heart healthy nutrients in RBO such as tocopherols, tocotrienols and oryzanol are known for their cholesterol lowering ability. Safflower (Kardi) Oil: This has the highest levels of Linoleic acid, an omega -6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels.
Health Benefits  Safflower oil is low in saturated fats and very high in unsaturated fats.  Essential fatty acids are the precursors of prostaglandins, which are hormone like substances that have a variety of functions like contraction and relaxation of smooth muscles, control of blood pressure, inflammatory response, etc. in humans and animals.  Good source of cis-linoleic acid, the omega -6 fatty acid in safflower oil is responsible for prostaglandin production.  Cis-linoleic acid is also responsible for burning the brown fat in the body for heat rather than storing as white fat. Thus, safflower also aids in weight loss and its maintenance.

SAFFOLA TASTY BLEND One of the earliest TVCs in 1992 (by Maricos erstwhile agency Ambience) played up the fear element and established the heart specialist image

Saffola Tasty was the first Saffola blend. This oil blend provides the benefits of two oils, thereby giving added value to the consumer. I t provides the high PUFA from Safflower (Kardi) oil and the taste of Corn oil. Corn Oil has a unique taste and aroma. Safflower (Kardi) oil has the highest levels of Linoleic acid, an omega-6-polyunsaturated fatty acid, which is well known for reducing cholesterol levels.

SAFFOLA ACTIVE - The Saffola refined edible oils franchise grew by 28% in volume over Q1FY08, led by Saffola Gold. Saffola kept innovating to come up with p roducts to support the trend of an improved lifestyle that consumers want to adopt. It was the first refined oils brand to introduce blends in the country to offer a balance of PUFA and MUFA (poly unsaturated fatty acids and mono -unsaturated fatty acids). Rice Bran Oil (RBO): Heart healthy nutrients in RBO such as tocopherols, tocotrienols and oryzanol are known for their cholesterol lowering ability. Soyabean Oil: A good source of Omega -3, which helps in lowering cardiovascular risk factors along with s everal other health benefits. NEW SAFFOLA - At Marico's Research & Development centre, we continuously work towards incorporating the latest technological advances in all our products. This ensures that, any product which comes out from Saffola, incorpora tes the latest learning in the field of heart care. Precisely why, your new Saffola now comes with new ingredients. New Saffola, a blend consisting of Safflower (Kardi) Oil (60%) & Rice Bran Oil (40%) contains Vitamin E. Vitamin E is a well -known and potent antioxidant. Safflower (Kardi) Oil: This has the highest levels of Linoleic acid, an omega -6polyunsaturated fatty acid, which is well known in reducing cholesterol levels. Rice Bran Oil (RBO): Heart healthy nutrients in RBO such as tocopherols, tocot rienols and oryzanol are known for their cholesterol lowering ability. SAFFOLA SALT It consists of y Sodium chloride (Iodized) y Potassium Chloride y Calcium carbonate It has 10% lower sodium content than other ordinary table or common edible salts. Presence of potassium prevents hypertension thereby also reducing risk of CHD and Stroke. SAFFOLA ARISE - Saffola Arise is a lower GI rice and so releases glucose steadily in the body over a longer period of time. This means you feel energetic throughout the day and you also feel fuller for longer.

Saffola Brand Objectives Achieve volume objectives Set up a distribution network Build a dealer franchise Build equity with customer Saffola Strategic Objectives To achieve leadership in the refined oils market Set up state-of-the-art manufacturing facilities in the heart of the oil belt Enter through a range of multibrand oils offerings Ensure the best in quality, packaging, pricing and focused distribution Growth Strategy o Expansion through concentration o Expansion through integration o Expansion through diversification o Expansion through cooperation

Strategy and implementation: Marico has entered refined sunflower oil category with launch of sweeka. Marico extended sweekar brand to introduce 2 new refined oils name sweekar cotton and sweekar mustered and also marico decided to go for multibranding strategy by launching fresh adve rtising campaign. At this stage marico framed objectives are, 1. Leverage Saffola brand equity in innovative products. 2. Use organised retail formats and innovative emerging media. 3. Gain price premium and urbanise the port folio, which remains relevant to new trends in consumer behavior. For this staregy implementation Marico follows, Saffola as the Brand Extention route Marico was considering category through creation. Innovative products, even if they have a long gestation period. The 400cr Saffola brand a platform to aggressively push the agenda on food. The new products to occupy different eating and snacking options t hrough the day. The game plane was to launch 3 -4 prototypes per year. The company is looking at, Saffola could be extended as Saffola Rice : To be 25 Cr. Brand Saffola Zest : Foray into 3000 Cr. snack food industry, with health focus Saffola Oats : In a sm all 150 Cr. Market