dhara sunflower oil for children's growth: a new dimension

c o m m u n i c a ti o n s

L i q u i d C o m m u n i c a ti o n s G r o u p

DHARAa new perspective

ByUchit Gupta

L i q u i d C o m m u n i c a ti o n s G r o u p

Market Background

• The total market size is at Rs. 600 billion and import-export trade is worth Rs.130 billion.

• India being deficient in oils has to import 40% of its consumption requirements.

• India's edible oil industry is growing at an compounded annual growth rate (CAGR) of 90 per cent

• Currently, India accounts for 7.4% of world oilseeds output; 6.1% of world oil meal production; 3.9% of world oil meal export; 5.8% of world veg oil production; 11.2% of world veg oil import; and 9.3% of the world edible oil consumption.

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Our Strategy

• To introduce a sub-brand within Dhara Sunflower - Dhara Sunflower Growth

• Market already exists

• Deprived from communication

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Dhara Sunflower GrowthPOSITIONING

A brand that contributes to the overall growth of children and strengthens them to perform better.

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Consumer Insight

• Consumers already perceive sunflower oil as healthy oil. Despite this, Dhara Sunflower Oil has not yet been directly targeted towards children and thus not been in the consideration of such consumers.

• Mothers’ expectation of children’s health from an edible oil for growth and strength.

• Growth and strength in this day-to-day context is more relatable to a wider audience.

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Packaging

• Six-layer tetra pack• Tamper-proof sealed screw cap• Easy to use• Prevents spill

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SWOT

Strengths

• patents• strong brand names• good reputation among customers• cost advantages from proprietary know-how• exclusive access to high grade natural resources• favourable access to distribution networks

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SWOT

Weaknesses

• declining brand recall• non-contemporary image

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SWOT

Opportunities

• an unfulfilled customer need i.e., child’s growth• untapped potential market• further diversification within the same category

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SWOT

Threats

• greater chances of getting the product copied• changing eating habits of children• entry of multi-national brands

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Current Communication Strategy

Communication objectiveTo extend the franchise of Dhara to the health conscious sunflower oil consumer.

Target audience The core target audience identified were housewives in SEC A, B and C, 25+.

BrandingThe branding was kept simple and the key benefit was in the name itself – Dhara Health.

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Current Creative Strategy

The propositionThe product benefit of feeling lighter was delivered through an emotional promise.

Creative approachThe emotional core for the campaign was ‘Pride in Dad’. Kids value the quality time spent with their Dads. The communication was built around how Dads can feel more energetic even after a complete days work and still have the energy to play with the kids.

It was articulated in the phrase - ‘My Daddy Strongest’.

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Proposed Communication Strategy

The strategy communicates a compelling health proposition for children

Communication objectiveTo extend the benefits of Dhara Sunflower to the health concerned mothers

Target audienceThe core target audience identified are mothers in SEC A, B and C, 25+.The influencers would be the Pediatricians as well as the children between age of 4-12 years.

BrandingThe key benefit would be communicated as – Dhara Growth.

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Proposed Creative Strategy

The propositionThe product benefit of growing strong would be delivered through an emotional + rational promise.

Creative approachThe emotional core for the campaign would be ‘My Pride My Child’. Mothers’ value on their children’s growth and well-being to fight the competitive world.

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Brand MascotDhara Singh

Personality

• A healthy grown up adult• Perceived as a fit and healthy super-hero• Wearing a yellow turban signifying health• Pleasant personality

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Media Strategy

• The launch would be announced across all leading national dailies & TV channels so as to maximise target reach.

• To ensure outdoor visibility, POPs, Shop boards and Hoardings would be used in key centres.

• With an aim to ensure high trial rates special initiatives like Children’s Day Promotion would be done.

• Providing sponsorship at interschool competitions at Primary and Middle level.

• Using Dhara Singh – mascot throughout every piece of communication

Thank you

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