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Evolution:
Saffola Tasty Blend is a step in the evolution of the Saffola brand into value-added products and services in the area of health.
Our consumers:
Housewives in the age group of 25 - 35, middle income onwards, who are health conscious.
Contributors to Saffola Tasty Blend's success:
The key to Saffola's growth has been its impactful advertising and the innovative marketing techniques, helping consumers experience a full health care service, not just a product. The 'Saffola Healthy Heart Foundation' was set up to provide a whole lot of additional services to enable consumers to take the required steps to improve their lives.
Contributors to Saffola Tasty Blend's success:
Saffola Tasty Blend was launched in the year 1998-99. Since then the Blend has been performing really well. Along with Saffola Nutri Blend, it has ensured continued availability of Saffola for its consumers at a time when Marico faced acute shortage of safflower, the main raw material for Saffola Brand. Both these blends have captured a market share of above 4% in the ROCP (Refined Oils in Consumer Packs) market and have helped Saffola hold on to its overall consumer franchise.
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