saffola chinese masala oats case study
TRANSCRIPT
Saffola Masala OatsTEAM 28
Problem Statement
To make Saffola Masala Oats gain a strong foothold in the all time snacks market.
Saffola has launched two new Masala flavours, Chinese and Italian, to achieve the said target
To analyse marketing campaigns to help Saffola achieve its target.
Ways to target the untapped market demographically.
STRENGTH1. Health vs. Taste ratio is good.
2. Ready and Easy to cook.3. Already commands a large market share.
4 Brand value of Saffola and shared supply chain and channels
WEAKNESS1. Cannot replace a full fledged meal
2. Low emotional connection3. Lack of awareness about its health value4.Psychological barrier of it being a cereal
5.Percieved to be Boring
OPPORTUNITY1. Untapped market -
Huge scope of market penetration.2. People recognizing health as priority.
THREATS1.Perfect substitute product
2. No barriers to entry3. Multiple established competitive products
SWOT
Market Research Launched in June 2010 with market of 12 -14 crores . Total market value of Oats is 120-140 crores and growing @40% in 2011. Saffola oats crossed Rs 50 crore landmark during 2013-14 in sales with growth rate of 24 bps. 14% volume in the oats market in 2013-14. The Nielsen study in 2013, conducted in 11 markets with a 10 lakh plus population , showed that the bulk of this
growth came from households that had never consumed breakfast cereal. Oats occupied 26% share in the 720 crore breakfast cereal market in 2014. The total value of Oats market in India is 200 million $ in 2015.
0.86
0.14,
Market share of oats in India
Total Market Value : 120-140 crores (2013 -14)
OtherSaffola
26%
74%
Breakfast Cereal (2011 – 2012)
Oatsothers
Strategy USP: health + taste Market Place: Local
Retail Shops/ Super Markets/ Food Stalls
Market: Urban , Middle Class, All ages
Focus: Kids/ Teens and Women
Focus : WomenWomen are
growing more health conscious
and becoming financially
empowered
Focus : Kids
Tasty alternative for healthy
food
Post work out food
Emerging market and
high potential
Advertising
Complimentary packets with Saffola oil products. Run campaigns with support of doctors , dieticians and research
institutes to influence housewives and working professionals. Social media: share your picture with a packet of oats and top 5
people with maximum number of likes get featured on packets. Cooked samples in malls and megastores. Kiosks in metro stations, railway stations and markets. Variable incentives in super markets for getting most visible
shelves.
Thank You