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