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Saffola Case Study

The document discusses Saffola, an Indian brand of edible oils known for being heart-healthy. It provides details about Saffola's history and products. Initiatives like "direct to office" and "direct to consumer" are aimed at engaging young people in preventive healthcare. Health and wellness are becoming important needs for today's consumers in FMCG categories. The document performs a SWOT analysis and identifies opportunities in rural markets and threats from competitors. It asks how World Heart Day and direct marketing initiatives impact the Saffola brand and why health and wellness are important in FMCG.

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Sourav Sharma
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1K views14 pages

Saffola Case Study

The document discusses Saffola, an Indian brand of edible oils known for being heart-healthy. It provides details about Saffola's history and products. Initiatives like "direct to office" and "direct to consumer" are aimed at engaging young people in preventive healthcare. Health and wellness are becoming important needs for today's consumers in FMCG categories. The document performs a SWOT analysis and identifies opportunities in rural markets and threats from competitors. It asks how World Heart Day and direct marketing initiatives impact the Saffola brand and why health and wellness are important in FMCG.

Uploaded by

Sourav Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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PRASHANT | AKSHATH | SOURAV | PRIYESH|RANJAN |FARAAZ

The Company was incorporated on 13th October, 1988 under the name of Marico Foods Ltd.
The Company is engaged in the business of manufacture and marketing of products. The name of the Company was changed to Marico Industries Limited on 31st October 1989. Parachute, Saffola, Hair&Care, Nihar, Kaya Skin Clinic and so on.

Saffola is a heart care brand. The brand Saffola has become renowned.

Saffola products are making your transition to a healthier


lifestyle a lot easier. Saffola is a heart care brand in the foods category in India. Saffola is known to be a brand which is good for heart and recommended by doctors.

Saffola reason for existence is to lower the statistics

Saffola is leveraging the current health trend and wellness concept in an innovative manner. Initiatives taken by saffola are :a) direct to office initiative. b) direct to consumer initiative. c) world health day concept. Saffola wanted to engage young individuals in preventive health care solutions. Health and wellness in the context of FMCG category is becoming an important need area for todays consumers.

PROBLEM IDENTIFICATION

Unsatisfied

consumer because of its product quality and its price value offering

SWOT ANALYSIS
STRENGTH
1. Losorb technology 2. Heart care 3. Brand image

WEAKNESS
1. Price 2. Satisfaction

OPPORTUNITIES
1. Health conscious consumer 2. Untapped rural market

THREATS
1. Threat from FSSA 2. Competitors

POSSIBLE ALTERNATIVES

Ques. no1-What is the importance of World Heart Day for Saffola brand?

Ques. no2-Why health and wellness is more important in case of FMCG category?
Urban

and health conscious Indian

Darbur 16% growth fy 2010-11 Packed juice business growth 30% Amways 50% turnover

Ques. No3-How the two programs Direct to office and Direct to Consumer will help in building Saffola brand?

THE BEST SOLUTION


World heart day.

Price

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