Socio-economic Classification and Saffola Insights

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Questions and Answers

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?

A1 (correct)

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?

12 Signup and view all the answers

Which of the following is NOT a widely observed perception of the brand Sundrop?

Low Cholesterol Signup and view all the answers

What was the original purpose of developing the socio-economic classification in India?

To understand market segments and consumer behavior Signup and view all the answers

What characteristic is Saffola cooking oil known for?

Low Cholesterol Signup and view all the answers

Which of the following brands is most commonly associated with a perception of being 'fatty'?

Gemini Signup and view all the answers

What key advantage does the Parachute brand have in the coconut hair oil market?

Strong first mover advantage Signup and view all the answers

In what decade did Marico focus on growing the Saffola brand significantly?

1990s Signup and view all the answers

Which demographic primarily consumes Saffola oil?

Urban dwellers aged 45+ Signup and view all the answers

What is a significant health benefit associated with Saffola oil?

High PuFA content Signup and view all the answers

What prompted many consumers to switch to Saffola from regular cooking oil?

Doctor's recommendation after health issues Signup and view all the answers

How did Saffola position itself in the market?

As a premium oil for heart health Signup and view all the answers

What was the market strategy of Hindustan Lever Limited in relation to the Parachute brand?

To leverage their existing market presence Signup and view all the answers

When did Marico make its initial public offer?

March 1996 Signup and view all the answers

What was the primary purpose of creating the sub-brand 'Saffola Gold'?

To combine product expertise with emotional benefits. Signup and view all the answers

Which variant of Saffola was discontinued in 2001?

Saffola Nutriblend Signup and view all the answers

What cultural shift was suggested for Saffola in terms of brand operations?

From a culture of fear to a culture of trust. Signup and view all the answers

How did the brand-customer relationship evolve for Saffola?

From a savior to quick-fix insurance. Signup and view all the answers

What is the self-image of customers as defined in the Saffola campaign?

Health-conscious yet carefree. Signup and view all the answers

What was a significant characteristic of the customer base for Saffola during the period of healthy growth?

Customers showed strong loyalty to the Saffola brand. Signup and view all the answers

What is the central theme of the Saffola advertising campaign titled 'Kal Se'?

Procrastination regarding lifestyle changes. Signup and view all the answers

What product was introduced to potentially address taste and price concerns of consumers?

Saffola Tasty Signup and view all the answers

What does the protagonist in the 'Kal Se' ad struggle with?

Committing to a healthier lifestyle. Signup and view all the answers

Which brand was mentioned as a strong competitor to Saffola in South India during the turn of the century?

Gold Winner Signup and view all the answers

What does the consumer in the Saffola ad ultimately do with the exercise equipment?

Ignores it in favor of junk food. Signup and view all the answers

What effect did the hospital campaign have on consumer perception of Saffola?

It strengthened Saffola's image as a medicinal brand. Signup and view all the answers

What was one consequence of the increasing health consciousness among consumers?

An increase in competition among existing brands. Signup and view all the answers

What was the expectation regarding Saffola's market position that did not materialize?

Consumers would switch from competitors to Saffola. Signup and view all the answers

How did the introduction of Saffola Tasty potentially affect the brand's original product perception?

It might be seen as inferior to the original Saffola. Signup and view all the answers

What marketing approach was criticized for potentially narrowing Saffola's appeal?

Adopting a 'Use Saffola, or else...' slogan. Signup and view all the answers

What evaluation framework was used to study Saffola's brand image?

Kapferer's brand prism framework Signup and view all the answers

Which of the following dimensions was recognized as misaligned with Saffola’s long-term goals?

Personality Signup and view all the answers

How did Saffola's brand personality get characterized?

Detached and authoritative Signup and view all the answers

What aspect of Saffola's branding was found to be well-aligned with its customers?

Understanding self-image Signup and view all the answers

What cultural aspect did Saffola's branding create that was counter to the national mood?

Fear around healthy choices Signup and view all the answers

What recommendation was made for repositioning the Saffola brand?

Promote healthy living for all family members Signup and view all the answers

Which emotional connection was highlighted as a weakness in Saffola's brand?

Direct emotional involvement with the customer Signup and view all the answers

What imagery was noted as a physical facet benefitting Saffola's brand?

Heart imagery Signup and view all the answers

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.