Marico - Managing 'Saffola'


IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download Marico - Managing 'Saffola' case study (Case Code: MKTA005) click on the button below, and select the case from the list of available cases:

Marketing Case Studies | Case Study


Marketing Case Studies Collection
Marketing Communications Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company





Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTA005 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 14 Pages
Period : 1990-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Marico Industries
Industry : FMCG, Fast Moving Consumer Goods
Countries : India

Abstract:

Marico Industries, a well-known Indian fast moving consumer goods (FMCG) company, offers unique and ethnic Indian products. The company has a significant presence in the edible oil market with two brands 'Saffola' and 'Sweekar'.

This case discusses Marico's brand building efforts for Saffola, the positioning adopted to target health conscious consumers and the company's continuous efforts in maintaining the association between Saffola and heart care. It also deals with Marico's innovations in product formulation (like the launch of blended edible oils), product delivery and pricing strategy.

Issues

-

Contents:

  Page No.
Introduction 1
Background Note 2
Brand Building 3
Saffola Edible Oil 5
Saffola Salt 9
Looking Ahead 10
Exhibits 3

Keywords:

Indian fast moving consumer goods (FMCG), Marico Industries, Edible oils, Indian edible oil industry, Saffola, Marketing, Brand management, Positioning, Communication, Packaging

Marico - Managing 'Saffola' - Next Page>>

 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.