Saffola the healthy Choice is a Clear winner.

Saffola with consistent USP and Excellent Product innovation is paying off well

Saffola is Indias finest brands when it comes to healthy cooking oil, this brand space is because of their efforts put my Marico Industries family some 3 decades ago.

The now 40+ age group who are right target has great association with Saffola which Marico should utilize to the fullest potential.

Right from the inception of the brand Saffola they had their vision intact heatly oil,for healthy people and despite of changing dynamics they never changed from their usp and core focus ie healthy oil for healthy heart.

As we get to understand, the efforts taken by Marico Industries some 3 decades on Saffola have started paying off well.

Come 2015 Saffola launched a blockbuster of a product called Saffola masala oats and with a packet size of rs 10 which is a instant hit, which forced other international players in oats category like qaker oats and kellogs introduce their version of masala flavors, just like the aloo tikki burger from mcdonalds.    

However, Saffola despite getting their marketing right, product placement right, packaging right, however they did not get their product taste and quantity right, having too spicy masala flavor was not suiting to Indian stomach for a morning breakfast supplement, which I believe they are constantly working on product improvement and its fetching phenomenal results.

Saffola changed the dynamics’ of oats business in India by launching the first masala oats which became an instant hit, oats was generally considered boring, bland and largely like a black and white picture and then with the launch of masala oats its became blockbuster hit, what Indian like, colour, drama, masala emotion and what not.

Its notable that Saffola has further penetrated into regional flavors the most interesting among them is Kerala’s famous Kerala kanjiyum payarum, oats targeting specific to Kerala Audience across India largely in metro city like Chennai Bangalore and Hyderabad where you have large number of software professionals.

So as sambar flavor for pan Indian market space again can be a category winner here.

I would say Saffola in moving in the right direction without losing their core USP ie, Healthy products.

Marico Industries should exploit this brand potential to other rising categories like heath supplements, and tetra pack based “no added sugar” products under Saffola brand name.

Saffola the brand has got what it has, Marico Industries should just gear up.

South India, being highly potential markets to grow.

hisham@buyologist.in

Published by Hisham Kabir

Hisham is an MBA from MET, Mumbai and an alumnus of Symbiosis Institute Of Business Management, Pune, with a Management Deveoplemt Programme (MDP) on Sales Management from The Indian Institute of Management (IIM) Kozhikode, have worked with public relations division of Uniliver in Mumbai handling brands like Surf, Rin & Sunlight detergents. Formerly Chief Operating Officer of Ideal Caterers (family business established in year 1984) a leading outdoor caterer in Kochi and having services in Trivandrum and Kottayam. Hisham is the first Entrepreneur to successfully incubate out from CIFT Business Incubation Cell (A Govt Of India Enterprise) Hisham have ventured into food processing sector by launching a ready to cook curry paste with brand name "Freedom Kitchen" using technology from DFRL (Defence Food Research Laboratory in Mysore) with a vision to change the way indian domestic kitchen would operate. All aspects of brand design & development for the brand "freedom kitchen" from concept, brand naming, colour selection,brand story, Barcode GS1 formalities, to copyright to vertical package designing and print development was independently handled by him. Hisham was key accounts executive at Kerala's leading advertising agency stark communications. An avid automobile enthusiast with a passion for advertising, have conducted an exhibition on the world’s most celebrated advertising campaign titled the History of Volkswagen Beetle ads, at the Durbar Halls Arts Gallery in Ernakulam and at MET Campus Mumbai. He is also a guest faculty at various management institutes in Kerala and Tamil Nadu. He talks on entrepreneurship, advertising strategies, and business management. He has given guest talk to management students at Rajagiri Institute Of Management, Amrita Business School, Coimbatore, MET Mumbai, TKM Institute of Management, to name a few.

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