How did saffola induce trials for its product?
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Mumbai, Feb 8: Where there is a knead, there is a surfeit of supply-in the Rs 200-crore packaged wheat flour market. A fortnight ago, consumer goods major Marico Industries Limited's Saffola Healthy Heart Atta joined the bandwagon of atta-brands crowding shop shelves.
With yet another line extension under its Saffola franchise, Marico adds its brand to the likes of Godrej Pillsbury, Hindustan Lever Limited and Corn Products Company and a host of other regional players who are into selling packaged wheat flour.
Launched in Delhi to begin with, Saffola Healthy Heart Atta is priced at Rs 32 for a two kg laminate pack. ``The product is a chakki atta fortified with soya protein and soluble fibers from oats. This unique formulation possibly makes the product the only one which could help in daily heart care,'' says Pranab Dutta, CEO health care division, Marico Industries Limited.
The idea is clearly to strengthen Saffola's `heart care' equity with the new product. Early this year the company had launchedpackaged salt and blended oil under the Saffola umbrella with similar product promises. Besides creating a positioning synergy across all products under the Saffola umbrella, the product formulation will help the company differentiate itself from the existing products in the market.
Competition has preempted Saffola, by launching variants under the existing packaged flour brands. Almost two months ago Godrej Pillsbury extended its `Pillsbury Chakki Fresh Atta' to include `Pillsbury Whole Wheat Atta'. HLL followed suit in mid-January with a whole wheat variant of `Kissan Annapoorna Atta' in a new improved packaging.
However whole-wheat variants might not be enough to thwart Marico's attempts, as the additional ingredients in Saffola Healthy Heart Atta create a marked point of differentiation, avers an analyst. Moreover the company expects that Saffola's strong brand equity will induce product trials.
With yet another line extension under its Saffola franchise, Marico adds its brand to the likes of Godrej Pillsbury, Hindustan Lever Limited and Corn Products Company and a host of other regional players who are into selling packaged wheat flour.
Launched in Delhi to begin with, Saffola Healthy Heart Atta is priced at Rs 32 for a two kg laminate pack. ``The product is a chakki atta fortified with soya protein and soluble fibers from oats. This unique formulation possibly makes the product the only one which could help in daily heart care,'' says Pranab Dutta, CEO health care division, Marico Industries Limited.
The idea is clearly to strengthen Saffola's `heart care' equity with the new product. Early this year the company had launchedpackaged salt and blended oil under the Saffola umbrella with similar product promises. Besides creating a positioning synergy across all products under the Saffola umbrella, the product formulation will help the company differentiate itself from the existing products in the market.
Competition has preempted Saffola, by launching variants under the existing packaged flour brands. Almost two months ago Godrej Pillsbury extended its `Pillsbury Chakki Fresh Atta' to include `Pillsbury Whole Wheat Atta'. HLL followed suit in mid-January with a whole wheat variant of `Kissan Annapoorna Atta' in a new improved packaging.
However whole-wheat variants might not be enough to thwart Marico's attempts, as the additional ingredients in Saffola Healthy Heart Atta create a marked point of differentiation, avers an analyst. Moreover the company expects that Saffola's strong brand equity will induce product trials.
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