Institute: NMIMS, MumbaiInstitute: NMIMS, MumbaiTeam Name: AlchemistsTeam Name: AlchemistsFunction: MarketingFunction: Marketing

Hitechchha Deva2nd YearMarketing

Jayanthi L V B Uday Kumar2nd YearMarketing

Aniket Dasgupta2nd YearMarketing

Over The Wall – Mario Campus Connections

APPROACH

OVERVIEW OF BREAKFAST CEREAL CATEGORY IN INDIA

World’s first range of savory flavored oats to suit Indian palate

Small-sized, single-serve sachets to encourage trials

Positioning focuses on both taste & health

3 main competitors to Saffola Masala Oats – Quaker, Horlicks & Kellogg’s

Challenges

REVIVING SAFFOLA MASALA OATS’ GROWTH - ANALYSIS

Type 1 – Taste + variety seeking problems

Type 2 – Awareness + Price related problems

Type 3 – Perception + loyalty related problems

Short term targets Future

seekers & lapsers

Long term Targets

Users, Not aware &

Non intenders

Increasing

difficulty

REVIVING SAFFOLA MASALA OATS - IMPLEMENTATION

Tempt users of

other brands & non-

intenders

Push future seekers & fix

lapsers

Attract people from “non-

aware” category

The Economic Times

How about Starting today’s morning with a Healthy breakfast?

REVIVING SAFFOLA MASALA OATS GROWTH - IMPLEMENTATION

CookBook for new Saffola Masala oats

recipes Absolutely Free .. HURRY!!!!

Increase pack sizes of Masala oats

Also in 1 kg / 1.5 kg so that it becomes cheaper & convenient for regular users

Give a cook book of masla oats recipies FREE inside the pack to entice homemakers

Strengthen Marketing muscle in Southern India

17% value share in region with highest penetration of 37%

Oats as snacks & light dinner

Show them varieties to try out- Cooking shows on regional channels

Ensure Product Availability in convenience stores & increase shelf space in hypermarts

Promote effective Push strategies-Incentivise intermediaries for faster stock rotations and negotiate with retailers for more shelf space

Wet Sampling in hypermarkets

Effective visual merchandizing in supermarkets and hypermarkets

CREATING BRAND DIFFERNTIATION

Product – Form, taste, appearance, smell

Experience – POP & POD with competitors like packaging, shape of pack

Positioning against different players in market

INCREASE SIZE OF VEGTABLES INSIDE THE PACK

Usually 27 Gms for Rs 10

40 Gms for Rs 15

Saffola is EXPENSIVE

CREATING BRAND DIFFERENTIATION

INDIAN BREAKFAST

0 10 20 30

VarietyNutrition

FillingConvenience

Taste

Relative weightagegiven to breakfast attributes in primary survey of 53 respondents

NEW

PROPOSITION

POOR AVERAGE GOOD VERY GOOD

FORAYING INTO INDIAN SNACK SEGMENT

Samosa

PohaDosa Pakodas

Vada Pav IdliChaat

MaggiRolls

FrankieUttapam Toast

Oats

0

10

20

30

40

8 -15 15 -22 22 -28 28 -55 55 +

Age groups

When asked from people of different age groups, if they have snacks “ X % “ of people said YES

POOR AVERAGE GOOD VERY GOOD

FORAYING INTO INDIAN SNACK SEGMENT

Frequent travel for different reasons, need handy, hygenic food

Introduce “ INSTANT OATS” as Travellers pack

Priced reduced to Rs 10 at par with competitors

Targeting office goers, age 22-45

Corporate offices - TG of age group 22-45

Parks & community centres – TG of age group 55+

Hospitals - All

Concept of “OATS DHABA” as small standalone oulets in corporate park canteens

Menu varying from masala oats to saffola masala oats upma, Idli, poha

Corporate office

Oats Dhaba

Visitors prefer simple meal when in hospital - Maggi, sandwich, Biscuits

Making masala oats available at the food- outlet ( bearing cost of induction stove if need be )

Hospitals Concept of “On the wheel store “ outside parrk

Tasteful snack to elderly people without compromising on health

Parks

Saffola Masala Oats

Buy more Save more Saffola Masala oats sachets packed together (6 packets ) Combo offer. With more packets stocked at home, increase in consumption as an evening snack

COUNTERACTING THE POTENTIAL THREAT OF MAGGI OATS NOODLES

Maggi Oats noodles

Saffola Masala Oats

Maggi Oats Noodles

70 gm packet at Rs 20, perception of high value for money Generated huge demand & acceptance after the launch, 70 gm pack OUT OF STOCK Taste + health + form ( noodles), hence likable by target audienceAggressive visual merchandising

40 gm pack at Rs 15, perception of high priced No visual merchandising & less BTL activity Health benefits, but lacking on taste & form

Thank You