This case is a critical analysis of the positioning journey traversed Saffola, one of the leading oil in Indian cooking. For nearly half a century, Saffola was directly linked to the health of the human heart, with its visual language, communication strategy and brand positioning, everything revolves around the cardiovascular risks. With changing trends and market sentiment, Saffola became painfully aware of the urgency to reduce as a brand marked stagnation in sales, thus creating a unique puzzle: how Saffola expand its user base to include patients with heart disease, at the same time relevant to its current , base of loyal customers? To solve this problem, the marketing team in Saffola made two repositioning exercise, one in 2001 and another in 2004. This case study, both these efforts in detail, analyzing the dynamics of the brand image, identity and positioning in tandem with the changing consumer trends and market conditions. "Hide
by Srinivas Prakhya, Rochna Poddar Source: Indian Institute of Management, Bangalore 12 pages. Publication Date: March 1, 2012. Prod. #: IMB359-PDF-ENG
Related Case Solutions & Analyses:
Maynard Leigh Associates: Consultantpreneurs’ Dilemma of Purpose or Profit
Chartered Speed and the Bus Rapid Transit System
Anne Riley: Laid Off
Marcopolo: The Making of a Global Latina
Bank of America Acquires Merrill Lynch (A)
Parker Petroleum in Crisis
Service Performance Measurement in a New Zealand Local Government Organization
Business Process Mapping
Big Sky, Inc.: The Magasco Paper Mill (B)
How Employers Can Stanch the Hemorrhaging of Collegiate GPA Credibility
