This case critically examines the positioning journey traversed by Saffola, one of India's leading cooking oils. For almost half a century, Saffola was firmly linked to the health of the human heart, with brand positioning, communicating strategy, and its visual language, all revolving around heart -related risks. With changing trends and market sentiments, Saffola became painfully cognizant of its own shrinking significance as a brand, specified by stagnating sales, thus posing an exclusive conundrum: how should Saffola develop its user base to embrace non-heart patients while still being applicable to the present, true user base? In order to address this, the advertising team at Saffola undertook two re positioning exercises, one in 2001 along with the other in 2004.
This case studies both these attempts in detail, assessing the dynamics of the brand's image, identity, and placement in tandem with changing market conditions and consumer trends.
The Saffola Journey Case Study Solution
PUBLICATION DATE: March 01, 2012 PRODUCT #: IMB359-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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