SAFFOLA CAMPAIGN

Ok,talk about being CLOSER to the consumer... n we have the best of the brands now not only vying for a place in the mindspace of the consumer but also his/her HEART..
Who knows it better than SAFFOLA? Check the new campaign of SAFFOLA here

Started in late 80s by MARICO, India's leading FMCG co with power brands like Parachute, Saffola, Sweekar, Marico's Hair & Care, Revive and Sil.
If we talk of Saffola, they caught the right eye of the consumer- sometime in 2000,
Mr Mariwala was in Delhi for a press conference to announce Saffola's support to the `World Health Week' through the Saffola Healthy Heart Foundation. To further build on Saffola's `heart equity', a Web site called goodforheart.com, set up on an investme nt of Rs 30 lakh, was on air!

Marico also proposed to support the cause of preventive heart care by airing a series of infomercials on select television channels. Other similar attempts would be tapping high stress groups of individuals through direct mailers. The World Heath Day, organised by the WHO in September end, is observed across 28 countries. In India, it is being supported by Saffola Healthy Heart Foundation, in conjunction with the All-India Heart Foundation and the Cardiological Society of India.

So, we are in 2008 and Saffola has a host of products!
Lets look at the Product mix of Saffola.
In 1999 , oil prices were low so the brands showed de-growth in value terms. The company enterd the basic foods segment in 1999 with the launch of Saffola mineral enriched salt and Saffola Atta. These products were rightly positioned under the health platform . "There was a need in the marketplace for such a product which cannot be directly compared to other branded salts because of the price premium that Saffola salt commands," says Marico Industries Ltd chief executive officer (health care) Pranab Datta.

Then in 2004,'Saffola' launched a fresh advertising campaign. The campaign by Grey Worldwide has a new tagline, "Aaj se jeene ka andaaz sudhariye" (Improve your lifestyle today), urges every Indian to take up healthy lifestyle. Earlier Saffola campaign used the tag line - "Saffola Swasth ParivaarKe Dil Ki Dhadkan".Saffola has smartly leveraged its equity of edible oils to the extensions like Atta Mix and Salt!

I realised something while doing my summer project on Ready to Eat products with MTR Foods Ltd. Just sharing my view on the 'metro-health' factor. Now what is it with health that we have- aren't we still running behind the samosas or new age offerings-pizzas,pastas et' al' Its more to do with the 'EI' thats the emotional intellect!
Imagine a typical corporate exec , age mid 30s. He/She gets up as early as 7 in the morning, maybe pays the treadmill a visit thrice a week. A quick munch of corn flakes, a glass of orange juice n bingo...m done for my breakfast. Then runs to the office wher the actaul stress bust starts...The umteen cupsa coffee, the 'working-lunch' and the (ahem) fags that go along with it.

So your 'health' goes for a total toss and you know it! So when products like Saffola come to the shelf in the mall-nex-door, you feel that "Hey..m not too much in love with my health either...y not just grab this stuff n give justice to my health?"
Now THIS factor is what is the emotional benefit of the offerings that base on health platform. The functional benefits are all the same. Its just that the constant ads about self-probing health issues and the "fright" of the future that compels one to buy the product!Something like THIS

Come to think of it from a working woman's (or housewife's) aspect. She (maybe) is too busy to take care of her family the way her mother did! So when she knows abt the 'health' factor associated with the products, she feels that "YES,it makes me a better homemaker" if I buy THIS for my family.Something like THIS

And rightly so, kudos to the Saffola campaign.If you check out their website, it gives u a total,one stop guide with a RISK CALCULATOR.If u visit it earlier than 28th Sep, you also could register for the FREE CHOLESTEROL TEST.

PS:The only problem is SUNDROP is running a similar track..just make sure the potential product doesnt take shape of an augmented product

Ref:
SAFFOLA