Complete Marketing Strategy and Saffola’s Success – A Case Study

Saffola is a huge household name in India. It is a brand that has been trusted by generations of Indians for its high-quality products and commitment to heart health.

The brand’s products are designed to help people live healthier lives, and its marketing campaigns are focused on raising awareness of important health issues.

Saffola is a brand that is passionate about its mission. This case study deep dives into the marketing strategy of Saffola. This includes factors regarding its target audience, its marketing mix and campaigns undertaken by them.

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About Saffola

Source: Google

Saffola, a flagship product of Marico, was introduced in the 1960s as a premium edible oil brand focused on heart health. Marico, founded in 1990 by Harsh Mariwala, has grown into one of India’s leading consumer goods companies. Saffola’s mission is to promote healthier living by providing products that support heart health and overall wellness. Over the years, Saffola has expanded its product line to include healthy foods and supplements, consistently innovating to meet consumer needs.

Saffola is owned by Marico, One of India’s leading FMCG companies in the global beauty and wellness space. Marico has continuously strived to bring innovation to its customers through sustainable developments in its operations.

The company believes in challenging the established order and striving for growth as well as continuous change.

Source: Google

Chances are, you or someone you know uses a Marico product! This Indian powerhouse has reached over a third of the country’s population and expanded its reach across Asia and Africa.

Their star product, Saffola, has transformed from a simple cooking oil to a leading healthcare brand. They’ve cleverly shifted their focus from treating heart problems to preventing them altogether, and their marketing reflects this smart move.

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Saffola Products Company – What’s New With the Brand??

Want to know why Saffola has made it into headlines recently?

Here are all the updates summed up for you –

• Saffola Oats launched its limited edition pack for the festive season of Onam.
• Zee Bangla and Saffola Soya Chunks partnered up to host an exciting culinary competition.
• Saffola holds a significant share in the premium edible oils market in India, approximately 17% as of 2023 (Source: Statista).
• Marico’s revenue from Saffola products company grew by 12% in the fiscal year 2022-2023, reaching ₹1,200 crore (Source: Marico Annual Report).
• Saffola has a brand recall rate of 85% among health-conscious consumers in India (Source: Nielsen Survey).

For more updates and insights into Saffola’s marketing strategies, check out digital marketing blogs that cover the industry’s latest trends and case studies.

Business News

Saffola has announced plans to expand its product line into functional foods and beverages, aiming to capture a larger share of the health and wellness market.

Product Launch

In early 2024, Saffola launched its new range of plant-based nutritional supplements, targeting the growing vegan population in India.

Marketing News

Saffola’s latest campaign focuses on the ‘Switch to Saffola’ initiative, encouraging consumers to choose heart-healthy options through impactful digital and traditional media strategies. The effectiveness of such initiatives can be analysed in various digital marketing case studies.

Celebrity News

Saffola recently collaborated with Bollywood actress Kareena Kapoor Khan, who endorses the brand’s new line of fortified cooking oils.

Saffola Case Study – Buyer persona

The buyer persona of Saffola shares the description of its customers. The table below illustrates customer’s lifestyles, pain points, and social media presence

The above factors are considered in the formulation of marketing strategies. The company can create marketing initiatives on social media platforms such as Instagram and Facebook, and integrate cooking and fitness that resonates with their audience.

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Saffola Case Study – Marketing Mix

Source: Google

The marketing mix model popularly known as 4Ps, is a way to understand a business and its marketing efforts. It helps you evaluate key areas of the business on the parameters of the 4Ps: Product, Price, Place and Promotion. So let us go through Saffola’s 4Ps of marketing mix strategy in the coming section.

Product Strategy of Saffola

Saffola offers a diverse range of products including oils, oats, ayurvedic items, and protein products, categorised for mid-morning snacks, meals, and snacks. This is the basic product strategy framework that Saffola focuses on.

Source: Google

Saffola’s farming methods do not pollute the crops, soil, underground water or the air. In addition, the brand undertakes in-house production and doesn’t opt for outsourcing thus resulting in quality products.

Even at a time when the affluent Indian’s obsession with health is leading them to buy super-premium olive oils at two or three times the price, Saffola is meeting the challenge with new blends like Aura combination of olive and flaxseed oil.

Price Strategy of Saffola

Saffola has different products to suit different customers. Marico reasons that since Saffola oil commands a premium of 10-15% over other edible oil brands, the company can cater to the demand of all the customers from different purchasing power groups by offering a variety of products.

The company wants to leverage the Saffola brand equity through brand extension. Saffola’s increase in market share is despite the fact that it is available at a higher price point than the rest. With upbeat demand for fresh buying owing to marriage and festive seasons in India.

Place & Distribution Strategy of Saffola

Saffola isn’t playing favourites when it comes to distribution. They leveraged their existing network to first introduce the product in high-end stores, creating a touch of exclusivity. Then, they strategically expanded their reach by offering Saffola at various price points, making it accessible to a wider audience through regular grocery stores.

While rural areas haven’t been fully tapped yet, Saffola is casting a wider net with the help of e-commerce websites. These online stores offer attractive discounts, bringing Saffola to more rural customers. However, reaching these areas with maximum effectiveness remains a work in progress.

The key takeaway? Saffola is a brand on the move, utilising a multi-channel distribution approach. From wholesale distributors to malls and everyday grocery stores, they’re ensuring customers can find their products wherever they shop.

Promotion Strategy of Saffola

Saffola cooking oil reinforced the need for a product that was ideally, ‘healthy for the heart’.

• They started streaming testimonials with doctors, persuading people to make informed decisions.
  Advertisements focused on targeting consumers having heart, blood pressure and health problems. This marketing strategy of Saffola showcases the thoughtful approach behind the company’s promotional activities.
• This clever appropriation of the space with communication that triggered the fear of almost losing a loved one to a heart attack did the trick. Saffola today equates with preventive heart care in the country.

The Marico marketing strategy ensures that Saffola’s products remain top of mind for consumers.

Marketing Strategy Of Saffola

Saffola’s early marketing campaigns used stark imagery and messaging to warn consumers about the dangers of oil. Here’s a glimpse of their old ad –

However, in recent years, the brand has shifted its focus to more positive and encouraging messages. The brand now emphasises the importance of making small changes to your lifestyle, such as eating healthier and exercising regularly.

Marico has positioned Saffola as a high-quality edible oil with heart-friendly properties as ‘Good for your heart’. Saffola’s oil tagline revolves around the same lines – ‘Life Insurance for Heart’, ‘Swasth Parivaar Ke Dil Ki Dhadkan’and so on.

For over half a century, Saffola has been one of the best edible oil brands in India. Modifying its product packaging and reviving its marketing approaches assisted the brand in staying relevant in the market and gathering a huge audience.

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Some of the marketing strategies of Saffola which has helped it to stay on the button are:

• Fear Marketing With High Recall Value

Saffola has mastered the art of sticking in your mind. From its initial campaigns that played on health fears to its loyal customer base, the brand has built a strong reputation for quality and effectiveness.

• Strong Traditional Marketing Channels

Saffola has a strong hold over its traditional channels,

Why? – Because this brand has created some unforgettable ad campaigns over the years.

For example: Their TV commercial for Saffola Masala Oats, which featured the tagline ‘Fast Food Wale Mood Ka, Guilt Free Jawab’, was a major success.

The commercial is simple yet effective, and it resonates with Indian consumers who are looking for a healthy and guilt-free alternative.

Saffola also has a great OOH strategy with eye-catching billboards often located in high-traffic areas.

Here’s an example for you –

Source: Afaq’s

Saffola’s use of traditional channels has been effective in building brand awareness and trust among consumers. The brand’s advertising campaigns, consistently creative, have made it a household name.

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Saffola Case Study – Digital Marketing Strategies

Digital Marketing has become the new normal for businesses to advertise their products. Saffola is one of the brands that has demonstrated how companies can leverage the power of digital marketing.

SEO Strategy: Saffola optimises its website and content with keywords (Important terms for online search) like ‘heart-healthy oil’ and ‘cholesterol control,’ ensuring high visibility on search engines. This Saffola case study solution shows how effective SEO strategies can drive traffic and sales.SMM Strategy: The brand uses social media platforms to share educational content, recipes, and success stories, engaging with health-conscious audiences.
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E-commerce Strategy: Saffola products are prominently featured on major e-commerce platforms with targeted ads and special offers to drive online sales.

Mobile App: The Saffola app offers personalised health tips, diet plans, and product recommendations, enhancing customer engagement.

Influence Marketing Strategy: Collaborations with health influencers and nutritionists help Saffola reach a broader audience and build credibility. This aspect of Saffola’s marketing strategy is crucial for maintaining its market position.

Saffola’s Marketing Strategy – Marketing & Advertising Campaigns

Saffola’s strategy when it comes to adverts, revolves around promoting fitness. They want their consumers to maintain a healthy lifestyle and live better longer lives. Let us look at some of the popular campaigns of Saffola –

Saffola – 40 under 40 campaign – August 2023

Saffola teamed up with TOI to launch its 40 under 40 campaign. This campaign is aimed to raise awareness of taking health more seriously especially among youngsters.

TOI has a dedicated website for this initiative which walks us through the main aim of the campaign and includes quizzes where people can access their calories and lifestyle score.

Here’s a glimpse of their campaign which features Indian actress Mandira Bedi who is an advocate for health & fitness.

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Saffola Masala Oats – Karara Jawaab

Saffola partnered up with TV celebrities like Shweta Tiwari, Twinkle Vasisth & more for its #KararaJawaab campaign.

The ad features a behind-the-scenes walkthrough of the sets of their respective shows where the actresses answer questions about their show life while enjoying a bowl of Saffola masala oats.

This campaign is a creative way to connect with women and is likely to resonate with the masses who are interested in celebrity lives.

Here’s a glimpse of the commercial –

Top Competitors That Influence the Marketing Strategy of Saffola

Here is a list of the top competitors of the brand that Saffola observes when formulating their strategies:

• Fortune Oil: A major player in the edible oil market, known for its diverse product range.
• Dhara: Popular for its affordable and healthy cooking oils.
• Sundrop: The focus is on premium quality and health benefits.
• Emami Healthy & Tasty: Offers a range of healthy cooking oils with a strong market presence.
• Patanjali: Known for its natural and ayurvedic product offerings.

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Saffola’s Marketing Strategy – Failed Campaigns

One of Saffola’s campaigns faced backlash for misleading health claims. The advertisement suggested that using Saffola oil alone could significantly reduce cholesterol levels without dietary changes, which was deemed unsubstantiated by health experts. Facing criticism, Saffola withdrew the ad and issued a clarification, emphasising a balanced diet and healthy lifestyle along with using their products. This incident is a key point in the Saffola’s case study.

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With this, we have come to the end of this Saffola case study solution.

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