Media Strategy

for Saffola
Masala Oats
Team: Brownie
Points Team
Members:
Supriya Malhotra
Sneha Iyer
Sayali Chandorkar
Prachi Kelkar

READY TO EAT OATS

CATEGORY:

Breakfast cereal market exploding over the last two

years - notably in oats

Annual sale of oats- growing at 38% while breakfast
cereal category21.7% growth (Source: Nielsen Report)

SAFFOLA MASALA
OATS:

Saffola Masala Oats, No.2 player in oats

with a 16 %
volume share- A Ready to Cook Option
Loaded with nutrition, healthier than most

commonly
available snacks or junk food options.
Not just a breakfast option, a perfect snack

for a light lunch, dinner and mid evening

meal. Very convenient
and quick to
cook.
Offers variants

like
Classic

Masala
Peppy
Tomato,
It is priced at INR 15/- per
Veggie Twist

COMPETITIO
N:

Market Leader
,Priced at INR 10/- (28 gms) ,
Offers both savoury and sweet
variants

Quaker

Kelloggs Heart to Heart

Oats
Offers basic flavours
such as pudina,
tomato
flavour. Priced at INR 10/ Horlicks

Classic Masala

COMMUNICATION
STRATEGY
BRAND POSITIONING: Health
+Taste
PAST
COMMUNICATON:

Weight Manage
Karne ka
tasty and healthy
tarika
( 360o campaign)

The Other Side

(Event and
Activation): What
BUSINESS
is healthyOBJECTIVE:
can also
be tasty
Convert other
Oats brands
consumers to
Saffola Oats while
maintaining the
parent Brand
Equity

CURRENT

DESIRED

DO

Consumption
of various
other brands,
no loyalty

Consumptio
n of
SaffolaMasala
Oats only

THIN
K.
FEEL.
DO

Increasing
health
awareness Healthy food is
gaining priority.
However,
consumers do
not have time to
prepare healthy
meals. They look
for Quick, Tasty,
Healthy Food
options

Saffola
Masala
Oats Quick
solution
for
consumers
Healthy
Food
Needs

MARKETI
NG
OBJECTIV
E:
Increase
Market
Penetration
and TOM and
thereby gain
Market Share
COMMUNICATION
OBJECTIVE:
To
communicate
the
positioning,
Saffola Masala
Oats
= Quick
Healthy
Food Fixes

COMMUNICATION
INSIGHT :

Diwali - Biggest festival in Northern India

During Diwali, Health normally takes a back seat with sweets, beverages ,

Oily and Shudh Desi

Ghee food consumption in large quantities
Gifting and visiting family and friends- A traditional ritual during Diwali. Offering
and eating heavy
non-healthy food becomes an obligation
With increasing awareness regarding health, Consumers seek healthy
options to balance out the
diet and food intake
Prior to Diwali, consumers occupied with shopping, cleaning etc, along with
the usual professional and personal responsibilities towards work and family
THE
IDEA:
Make
a Healthy
Start
Thus BIG
no time
and energy
to prepare
extensive
healthy meals and thus look
This
Diwali
alternatives
for
Reach
out to the TG right when they feel the need for a Healthy and Quick
food option
Celebrate the festivity around by not compromising health
The Media strategy will follow the approach:
Develop a Need for Healthy Fixes this Diwali
Offer Saffola Masala Oats as a solution
Reinforce message via subsequent mediums
The mediums used for the campaign will reach the message of Healthy Food
Options to the right
audience in a Quick Manner.

TARGET GROUP
SEGMENTATION:

Demogra
phic
Age: 25
40
SEC: A
B
Sex:
Female

Occupation:
Working
professionals

Psychogra
phic

Values: Family oriented,

Focuses on her career
but does not want to
neglect the family in the
process
Lifestyle: Modern,
outgoing, Health
conscious, , Open to
trying new products,

Behavio
ural

Usage Occasion: For

regular consumption
Benefits Sought:
Looks for
speedy, Quick
alternatives

MARKET
PRIORITIZATION:

West and South have shown a higher preference for oats, with Chennai

and Cochin recording penetration of 37% and 34% respectively.

People in North are still rigid about consuming Oats as a food option. But

with the working women

ratio moving up, there is a need to fill the gaps.
Hence the campaign will communicate to these women in the North India

urban markets, namely

MEDIA
IMPLEMENTATION:

Activation:
Tie up with big corporates like Tech Mahindra, Infosys etc. in the key markets
and 3 weeks prior to Diwali, send all the women employees a Special Saffola
Masala Oats gift pack, with a message that says, This Diwali make a Healthy
Start
The gift pack will be accompanied with a Recipe book where renowned chefs,

food critics, food bloggers would have written simple, healthy and Fast recipes
of various kinds of food using Saffola Masala Oats
Shopper Marketing:
In retail stores like Hypercity, Food Bazaar, Best Price whenever someone
purchases Saffola Masala Oats, a special recipe using the product and other
items shopped will be generated at the back of the bill with branding.
Eg: If the consumer has bought a Saffola Masala Oats packet along with Spinach

and atta, a recipe for Spinach Oats Paratha can be generated.

Support Mediums:
Radio: RJs will talk about their Healthy starts this Diwali as content on the
show and can run a contest where listeners can call in with their Healthy
Starts this Diwali. This can be followed by brand advertising reinforcing the
brand message. This will be done during Primetime, i.e when the TG is going

MEDIA
IMPLEMENTATION:

Support Mediums:
Content placement in Newspapers like Sunday Midday, HT City, reinforcing
Healthy Start this
Diwali with Recipes using Saffola Oats this Diwali along with Saffola Masala Oats
branding
Twitter (Digital)- The #HealthyDiwali can be promoted as a consumer
engagement contest where the audience can key in their tweets around
Healthy Diwali. This will drive home the brand message as well as promote the
brand.
Mobile App Advertising- Brand advertising will be done on Mobile Apps that
are popular and revolve around food, like Sweet N Spicy, Indian Recipes!,
Quick and Easy Recipes, My Recipes, all available on Google Play Store
Advertising funded content on shows like Health Maange More (Food Food)
where recipes using SMO can be prepared just before Diwali
FEASIBILTY
Outdoor hoardings
and Ambient
& WHY
THIS advertising will be placed across the city to
communicate the
WILL
WORK?
message
Brand
Saffola is extremely well connected with Health and hence this
connection will be easily shifted to its product offering, Saffola Masala Oats,
thus gaining consumer trust working in favour of the brand
This campaign targets to the consumers right when they feel the need for it
the most, hence
generating a better connect with the audiences
This campaign will also work in favour of the parent company with the
message of Health, that the parent brand stands for, getting reinforced

BUDGET
Particulars
Corporate Activation (10
offices, 200
female employees)
Shopper Marketing: Cost to
retail
stores (15 stores)
Shopper Marketing: Cost for
Technology (Weekend)
Radio (Roughly 10 spots/day
for a
month)
Print (Weekend insertions for
a
month)
Mobile App Advertising (For 3
weeks)
AFP (Health Maange More)
Outdoor & Ambient (For a

Rate

Cost

150

300000

25000

375000

100000

50000

1000000

200000
1000000
150000

SAFF
OLA
Thank you
!