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Questions and Answers
What is primarily used to classify households in the socio-economic classification in India?
What is primarily used to classify households in the socio-economic classification in India?
- Number of family members
- Education levels and consumer durables (correct)
- Household income levels
- Age of the household head
Which socio-economic classification group in the Urban SEC Grid represents the highest socio-economic class?
Which socio-economic classification group in the Urban SEC Grid represents the highest socio-economic class?
- C3
- A1 (correct)
- E3
- B2
Which brand is associated with a perception of being 'health oriented'?
Which brand is associated with a perception of being 'health oriented'?
- Saffola (correct)
- Sundrop
- Sunola
- Ruchi
How many segments does the Urban SEC Grid classify urban India into?
How many segments does the Urban SEC Grid classify urban India into?
Which of the following is NOT a widely observed perception of the brand Sundrop?
Which of the following is NOT a widely observed perception of the brand Sundrop?
What was the original purpose of developing the socio-economic classification in India?
What was the original purpose of developing the socio-economic classification in India?
What characteristic is Saffola cooking oil known for?
What characteristic is Saffola cooking oil known for?
Which of the following brands is most commonly associated with a perception of being 'fatty'?
Which of the following brands is most commonly associated with a perception of being 'fatty'?
What key advantage does the Parachute brand have in the coconut hair oil market?
What key advantage does the Parachute brand have in the coconut hair oil market?
In what decade did Marico focus on growing the Saffola brand significantly?
In what decade did Marico focus on growing the Saffola brand significantly?
Which demographic primarily consumes Saffola oil?
Which demographic primarily consumes Saffola oil?
What is a significant health benefit associated with Saffola oil?
What is a significant health benefit associated with Saffola oil?
What prompted many consumers to switch to Saffola from regular cooking oil?
What prompted many consumers to switch to Saffola from regular cooking oil?
How did Saffola position itself in the market?
How did Saffola position itself in the market?
What was the market strategy of Hindustan Lever Limited in relation to the Parachute brand?
What was the market strategy of Hindustan Lever Limited in relation to the Parachute brand?
When did Marico make its initial public offer?
When did Marico make its initial public offer?
What was the primary purpose of creating the sub-brand 'Saffola Gold'?
What was the primary purpose of creating the sub-brand 'Saffola Gold'?
Which variant of Saffola was discontinued in 2001?
Which variant of Saffola was discontinued in 2001?
What cultural shift was suggested for Saffola in terms of brand operations?
What cultural shift was suggested for Saffola in terms of brand operations?
How did the brand-customer relationship evolve for Saffola?
How did the brand-customer relationship evolve for Saffola?
What is the self-image of customers as defined in the Saffola campaign?
What is the self-image of customers as defined in the Saffola campaign?
What was a significant characteristic of the customer base for Saffola during the period of healthy growth?
What was a significant characteristic of the customer base for Saffola during the period of healthy growth?
What is the central theme of the Saffola advertising campaign titled 'Kal Se'?
What is the central theme of the Saffola advertising campaign titled 'Kal Se'?
What product was introduced to potentially address taste and price concerns of consumers?
What product was introduced to potentially address taste and price concerns of consumers?
What does the protagonist in the 'Kal Se' ad struggle with?
What does the protagonist in the 'Kal Se' ad struggle with?
Which brand was mentioned as a strong competitor to Saffola in South India during the turn of the century?
Which brand was mentioned as a strong competitor to Saffola in South India during the turn of the century?
What does the consumer in the Saffola ad ultimately do with the exercise equipment?
What does the consumer in the Saffola ad ultimately do with the exercise equipment?
What effect did the hospital campaign have on consumer perception of Saffola?
What effect did the hospital campaign have on consumer perception of Saffola?
What was one consequence of the increasing health consciousness among consumers?
What was one consequence of the increasing health consciousness among consumers?
What was the expectation regarding Saffola's market position that did not materialize?
What was the expectation regarding Saffola's market position that did not materialize?
How did the introduction of Saffola Tasty potentially affect the brand's original product perception?
How did the introduction of Saffola Tasty potentially affect the brand's original product perception?
What marketing approach was criticized for potentially narrowing Saffola's appeal?
What marketing approach was criticized for potentially narrowing Saffola's appeal?
What evaluation framework was used to study Saffola's brand image?
What evaluation framework was used to study Saffola's brand image?
Which of the following dimensions was recognized as misaligned with Saffola’s long-term goals?
Which of the following dimensions was recognized as misaligned with Saffola’s long-term goals?
How did Saffola's brand personality get characterized?
How did Saffola's brand personality get characterized?
What aspect of Saffola's branding was found to be well-aligned with its customers?
What aspect of Saffola's branding was found to be well-aligned with its customers?
What cultural aspect did Saffola's branding create that was counter to the national mood?
What cultural aspect did Saffola's branding create that was counter to the national mood?
What recommendation was made for repositioning the Saffola brand?
What recommendation was made for repositioning the Saffola brand?
Which emotional connection was highlighted as a weakness in Saffola's brand?
Which emotional connection was highlighted as a weakness in Saffola's brand?
What imagery was noted as a physical facet benefitting Saffola's brand?
What imagery was noted as a physical facet benefitting Saffola's brand?
Study Notes
Socio-economic Classification in India
- The Socio-economic Classification (SEC) is a household categorization used by surveyors, market researchers, media, and marketing companies in India to understand consumer behavior.
- The SEC was created by the Indian Market Research Bureau (IMRB) International.
- The Market Research Society of India adopted the SEC in the 1980s.
- The Urban SEC Grid uses education levels and the number of consumer durables owned by the family to segment urban India into 12 groups (A1 to E3).
Brand Perceptions
- Saffola was initially perceived as a healthy cooking oil, especially among urban, middle-aged male consumers belonging to socio-economic classification (SEC) A.
- Saffola's strong heart link led to a premium pricing strategy.
- Saffola's marketing efforts focused on portraying the oil as a healthy heart choice.
Saffola's Early Success
- Saffola experienced increasing sales in the 1990s, due to its "higher PuFA" content.
- Saffola built a loyal customer base.
- Customers were anxious about supply disruptions because of the oil's unique safflower base.
Challenges and Repositioning
- In the early 2000s, Saffola faced stagnant sales, intense competition, and a perception of being a "therapeutic and medicinal" brand.
- Saffola's brand personality was viewed as detached and authoritative.
- A brand audit using Kapferer's brand prism framework revealed that Saffola was strong in communicating its customer's projected self-image but lacked aspirational and emotional appeal.
- Saffola was repositioned as a brand for healthy living, rather than just a healthy heart, which aimed to attract a broader range of consumers.
- The launch of Saffola Gold aimed to cater to a new generation of consumers.
The "Kal Se" Campaign
- The "Kal Se" campaign focused on the tendency to procrastinate and aimed to appeal to a younger, health-conscious audience.
- The campaign depicted a 30-year-old professional who attempts to adopt a healthier lifestyle but continually postpones it ( "Kal Se").
- The campaign’s overall message was that healthy living starts "from tomorrow" (Kal Se).
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Description
Explore the socio-economic classification system in India and its impact on consumer behavior, particularly regarding the brand Saffola. This quiz delves into Saffola's marketing strategies, target demographics, and early successes in the marketplace.
