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    Abhi Kothari
    Saffola is a cooking oil brand that targets urban males aged 45 and older who suffer from or are prone to heart problems. The positioning statement emphasizes that Saffola reduces cholesterol unlike other oils due to its high PUFA content, and is recommended by doctors. However, the marketing also associates the brand with negative imagery of hospitals, heart problems, and fear. The document recommends repositioning the brand to target younger customers aged 30-40, soften the tone of ads, and reduce the fear factor while still emphasizing that Indian men are prone to heart disease.

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    SBM B

    Uploaded by

    Abhi Kothari
    16 views1 page
    Saffola is a cooking oil brand that targets urban males aged 45 and older who suffer from or are prone to heart problems. The positioning statement emphasizes that Saffola reduces cholesterol unlike other oils due to its high PUFA content, and is recommended by doctors. However, the marketing also associates the brand with negative imagery of hospitals, heart problems, and fear. The document recommends repositioning the brand to target younger customers aged 30-40, soften the tone of ads, and reduce the fear factor while still emphasizing that Indian men are prone to heart disease.

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    Saffola is a cooking oil brand that targets urban males aged 45 and older who suffer from or are prone to heart problems. The positioning statement emphasizes that Saffola reduces cholesterol unlike other oils due to its high PUFA content, and is recommended by doctors. However, the marketing also associates the brand with negative imagery of hospitals, heart problems, and fear. The document recommends repositioning the brand to target younger customers aged 30-40, soften the tone of ads, and reduce the fear factor while still emphasizing that Indian men are prone to heart disease.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    16 views1 page

    SBM B

    Uploaded by

    Abhi Kothari
    Saffola is a cooking oil brand that targets urban males aged 45 and older who suffer from or are prone to heart problems. The positioning statement emphasizes that Saffola reduces cholesterol unlike other oils due to its high PUFA content, and is recommended by doctors. However, the marketing also associates the brand with negative imagery of hospitals, heart problems, and fear. The document recommends repositioning the brand to target younger customers aged 30-40, soften the tone of ads, and reduce the fear factor while still emphasizing that Indian men are prone to heart disease.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    SBM B

    INDIVIDUAL ASSIGNMENT: SAFFOLA COOKING OIL CASE STUDY (20


    MARKS)

    Saffola Positioning statement


    To all urban males aged 45 and above suffering from or prone to heart problems,
    Saffola is the brand of cooking oil that reduces cholesterol unlike regular cooking
    oils because it has the highest PUFA content and is recommended by doctors

    Positive Points

    Healthy heart
    Recommended by Doctor
    Scientific-
    Problem Solver

    Negative
    Hospital
    Heart Problems, Medicinal and therapeutic Association
    Fear Inducing
    Red heart Picture

    Steps in transition
    Repositioning of the brand by reducing the fear factor.
    Targeting the 30-40 age group customers, especially working professionals.
    Softening the tone of their ads.
    Reiterating the fact that Indian men are more prone to heart diseases.

    Though some of the elements that comes in to negative list can be mitigated by
    associating with stronger more positive brand elements. Brand Recall should come
    from positive elements and not negative elements.

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