Marico - Managing 'Saffola'
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Case Code : MKTA005
Case Length : 14 Pages
Period : 1990-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Marico Industries
Industry : FMCG, Fast Moving Consumer Goods
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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The five million tonne Indian salt industry was mainly an unorganised business. Branded salt accounted for only a fifth of the market valued at Rs. 500 crore.
Launched in 1983, Tata Salt held the Number One position in the country, with a 37% share of the branded-salt market and an 18% share of the total salt market. Tata Salt was positioned as a pure salt with the tagline 'Desh ka namak'. The first competitive challenge to Tata Salt came in the early 1990s with the launch of DCW Home Products' Captain Cook...
Saffola had always focused on the heart. The brand's image had suffered a setback in the early 2000s with the ambulance commercial, which portrayed that one had to rush to the hospital if he did not use Saffola. Later, Marico changed Saffola's positioning, focusing on the health of the entire family with its 'Sehat se jeena hai' campaign.
Since the overall health positioning did not yield results, Saffola was moved from the family health positioning, once again to the original heart care positioning in 2004. In February 2004, Marico launched a fresh advertising campaign for Saffola, after a gap of two years.
The campaign by Grey Worldwide had a new tagline, Aaj se jeene ka andaaz sudhariye (Improve your lifestyle today), urging every Indian to take up a healthy lifestyle.
The TV Commercial focused on a little girl approaching various groups of people to pass on the message of heart care. The new campaign was based on research done by SHHF...
Exhibits I: BOIL in 1990
Exhibits II: Marico: A Comparison in 1991 and in 2003
Exhibits III: An Overview of Marico's Brands -2003
Exhibits IV: TVC for Saffola
Exhibits V: TVC for Saffola Nutriblend