Kapferers Brand Identity Prism:

Picture of sender

Physique Personality

Brand Relationship Culture

Externalization Internalization
Image

Reflection Self-Image

Picture of receiver

Brand identity was mentioned for the first time in Europe by Professor Jean-Nol in 1986.
Brands identity is its fundamental means of consumer recognition and symbolizes the brands
differentiation from its competitors.
Objective:
The objective was to reposition such that the franchise would be broadened without losing
the price premium that the brand commanded.
Physique: Saffola cooking oil was a flagship brand because of PUFA (poly unsaturated fatty
acid). Three components of the brand image out of five were considered to be very accurate but
the two i-e taste and smell were not having a good affect on the image of the product.
Personality: The brand is considered to be medicated as it was recommended form the doctors.
And this is the reason that saffola brand was not considered to be used as a cooking oil for the
children. Hearts patients were using saffola for the heart treatment thats why it was known as
the brand for the healthy heart. Culture: Almost all the users of saffola were using it because
the doctor had directed them, so the consumers perceived that saffola is therapeutic for the
heart. Saffola repositioned it as a brand for healthy living but still the consumers associated
with the Heart. Reflection: Saffola tried to reflect itself as a health conscious brand; users feel
that it is protective for their heart. The users are very confident in using saffola cooking oil for
their heart therapy. Self-Image: Saffola was able to promote its image to the market that was
control seeking for the heart diseases. It tried to target all kinds of the customers but it was only
able to promote its confident and secure image in the eyes of health conscious consumers.
Saffola ran a campaign to promote its sales. During the time of campaign the sales growth was
increased by 15%. But it was sad to know that the sales growth was occurred within the existing
customers who used its new sub-brand Saffola-Gold just for an experiment.

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First Advertisement

Segmentation
Geographic Urban ,Rural
Demographics
Age 25- 35, 36-45, above 45
Gender Male & Female
Income 25000 35000, 36000- 45000, above 45000
Education Illiterate, literate but no formal schooling, diploma holders,
graduate plus post graduate
Behavioral Benefit base,
Target
Targeted Segment Evaluation parameters
Urban population High quality product, premium price, urban population use 11.2
percent kgs edible oil per year, more consumption here
Above 45 years Heart dieses being start from this age (heart patient of this age
group)
Male and females Mostly women go to grocery stores
Above 35000 In urban area mostly people belong from upper and middle class
Graduate/ post graduate Conveying the benefits of this oil to educated people
Benefit base Avoid from local oils that become reason of heart dieses
Positioning

A brand that is referred by the doctor on the basis of benefits for heart patients. Saffola
cooking oil is positioned as Specific oil for heart patients in the mind of customers.
Consumers perceived saffola cooking oil as a prescription, medical and therapeutic brand
due to the communication of message in the hospital environment.

Second Advertisement

Segmentation
Geographic Urban ,Rural
Demographics
Age Belong from any age
Gender Male & Female
Income 25000 35000, 36000- 45000, above 45000
Education Illiterate, literate but no formal schooling, diploma holders,
graduate plus post graduate
Behavioral Benefit base,
Target
Targeted Segment Evaluation parameters
Urban population High quality product, premium price, urban population use 11.2
percent kgs edible oil per year, more consumption here
Belong from any age group Saffola wants to capture more customers
Male and females Faily consist on both male and females
Above 35000 In urban area mostly people belong from upper and middle class
Graduate/ post graduate Convey the benefits of this oil easy into educated people

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Benefit base Avoid from local oils that become reason of bad health
Positioning: Sehat se jeena hy

Happy healthy family that use saffola oil. Includes all the family member that use a
healthy oil
Saffola created awareness of health in people by showing their oil as a healthy cooking
oil
In this campaign saffola replaced heart with health, fear with care, therapeutic with
proactive brand.

Third Advertisement

Segmentation
Geographic Urban ,Rural
Demographics
Age 25- 45
Gender Male & Female
Income 25000 35000, 36000- 45000, above 45000
Education Illiterate, literate but no formal schooling, diploma holders,
graduate plus post graduate , professional
Behavioral Benefit base,

Targeted Segment Evaluation parameters

Urban population High quality product, premium price, urban population use 11.2
percent kgs edible oil per year, more consumption here
25-45 Mostly focus on busy people who have some jobs and no time
for their health
Male and females Specially focus on wifes who care about the health of their
husbands
Above 35000 In urban area mostly people belong from upper and middle class
Professionals There is largest segment of busy people and it is ignore but
saffola care about them
Benefit base Avoid from local oils that become reason of bad heart health

Positioning: Kal se / aaj se

People who have intuitions to become healthy but due to laziness they not give proper
attention but they have concern and caring wifes who have care about the health of their
husbands
By using saffola that is healthy oil husbands can be healthy without giving proper
attention on their health.
Just start from today saffola as healthy oil people can live healthy

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Role of IMC:

1st TVC: (Sehat se jena hai.)

Saffola oil facing the problem that its positioning in customers mind is developing in different
way that they are and in a result they are unable to capturing a large number of customer as their
image in customers mind is that this oil is only useful for heart patient.
So in order to reposition their brand they integrated their ads in such a way that it developed the
image that this oil is for healthy living and to secure the user to suffer from any heart disease.
Before that they are creating confusion for their customer in understanding its image. So there is
need to develop a single positioning in customers mind to make a specific image. For this they
integrate their ads in such a way that it will give one message that is Healthy living as this ad
communicate the message that Sehat se jeena hai..!

2nd TVC: (Kal se..)

In this TVC they try to capture the routine practice of that person who tried to go for walk every
morning but at the end refuse to go as in ad they shown a person wearing track suit and laid on
the bed. Here they give them the concept of healthy life at home by using Saffola Gold.
They are actually positioning their brand in customers mind with some different image as before
these ads customers concept about Saffola Gold is a medical treatment for the heart patient only
and they avoid using this brand in routine life. They tried to communicate from their ad that this
product is good to use for healthier life as it has low cholesterol.
This TVC communicate that for your health instead of planning just start it today by using
Saffola Gold the role of IMC here that they communicate the product with new image integrating
with the fact that people just plane to do something for their health living but unable to execute
so use of this Oil is beginning the journey of healthy life.
Here in both TVCs the message is integrated which explain the concept of IMC and with the
help of this they become able to communicate a single message in for customer that it is not only
for heart patient rather this product is suitable for every health conscious person.

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Semiotic Assessment of Saffola Advertisements
Denotative analysis
1) Advertisement Saffola Gold (Kal Se)
Starting of the scene: (Home)

Title Saffola Gold appears in white with black back ground

The alarm clock placed on the bed side table, showing the time 6:am rings up, which is
instantaneously switched off by the man lying on the bed,
The man then gets up and put on his socks and jogging shoes, and the goes to sleep again
with still wearing the jogging shoes, in the same scene the wife of the person comes
inside the room and wakes him up but the man gives the expression of thoree dair aur
(While throughout the advertisement background song starting from this point is there, that is
Kal se ray, Kal se... keya keya try bohat keya... Kal se ray, Kal se

Second scene of advertisement shows that exercise cycle is being placed in the TV
lounge, the kids rides the exercise cycle, man is sitting on the sofa watching cricket
match on TV, wife appears in lounge takeoff the kid from cycle, the wife asked him that
why he is not doing the exercise the man gives the expression that after watching the TV
he will do the exercise. (the background song is still there)
(The park scene).In third scene the wife coming from opposite side in the car, saw her
husband standing and eating something instead of doing jogging in the park. the wife
shows the helpless expression on the face face
(The background voice appears; who aur in ke khoshishein hamesha kal se, app dugni
samjhdari apnaye, aj say naya Saffola Gold, Dil ke hifazat aj se

Connotative analysis:
This particular advertisement shows that the person is well aware of the need to lead the healthier
lifestyle through better food habits and exercise regimes but still has lazy habits in terms of
eating and exercise. He does not observe a regular exercise schedule, always thinking that from
tomorrow onwards he will do the exercise on permanent basis but again make delays in
following the schedule, his eating habits are also unhealthy most of the time he is seen
consuming junk food, seeing this (that the husband would never get serious on his diet and
exercise) the wife then takes the charge by herself regarding health of her husband by, using the
Saffola gold oil so that even he doesnt do exercise on daily basis at least he eats healthy food
having healthy oil in it.

Denotative analysis
3) Advertisement Saffola (Dil jawan Toh Zindagi Aalishan
Location: Hill station
Age of the man (38-45)

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 Man: standing on some hill station point calls out to a small boy standing with an old
man, at a higher point from him oye yeh eagle point kaha hain?
Boy: points out towards a place, wahan hain
Man: wahaan! yeh tu mujh say nahe hou ga .! (man does a self talk)
Man: okchall, the boy is now running in the front to show the way whereas the man is
following him.
Reaching on the specific nearby point
boy: Points out straight: Who Rahan
Man: Yayyy ( overjoyed with mission accomplished)

Connotative analysis
This advertisement shows that like there is no substitute to your interest, it does not matter what
age you belong to, if you are interested in something than you should enjoy it in every age, and
in any situation interest/liking/appreciation toward certain thing has nothing to do with age. In
the same way this advertisement also bridge the gap between age and adventure, it doesnt matter
how old you get as long as you get healthy diet you can enjoy any sort of adventure that you like
to or want to enjoy, this symbolizes the phrase Dil Jawan Toh Zindage Alishan it means when
you have healthy oil in your food making it healthy it keeps you fit, energetic and active, no
problem, ifs and buts can come in your way and nothing can stop you from achieving the
mission. It also gives a sense that healthy mind, heart and body boosts ones confidence, a person
feels successful already and such a feeling can actually lead to success.

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Appendix:

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