Market Challenge

• Edible oils is a largely commoditized business with a few large branded players dominating the category
  • Marico: Saffola
  • ITC: Sundrop
  • NDDB: Dhara
• Host of strong regional players – Gemini, Goldwinner etc.
• Consumer involvement with the category is relatively low
• A refined oil is a refined oil is a refined oil
• Health is a generic benefit
• A price sensitive market

Portfolio Challenge

• Sourced oilseeds differ from region to region. Hence be present in many categories of oil - Sunflower, Soyabean, Groundnut
• Price can be a key defining variable
• AWL had the highest price advantage in Soyabean oil – hence make soyabean and not sunflower the flagship.
• ‘Health’ a generic and a ‘healthy heart’ a gold standard in the category.

Price could have been the simplest positioning platform to occupy but the spirit of inquiry revealed that Soyabean oil contained the largest amount of Omega 3 which allowed us to challenge paradigms

If ‘heart’ is the current market paradigm of health, can we redefine the paradigm by going beyond the heart into a Heart Plus Strategy or “Beyond the Heart”

• Diabetes control
• Eyes
• Fortification during Pregnancy
• Improves Immunity
• …and Protects the Heart from cardio vascular diseases

Beyond the Heart

Communication Strategy

Fortune Soyabean Oil with OMG-3 (Omega 3) that is good for many other things besides the heart

Creative Idea

The doubting housewife

Creative Resolution

Public endorsement of benefits

Price purposely downplayed to be a pleasantly discovered benefit.