On brand value proposition & positioning differentiation

The only place the brand needs to occupy lies in the minds of the consumers

- GAURI CHAUDHARI

The distinctiveness of the position decides the fate of the brand. Brand positioning is the most important milestone on the journey towards building a strong brand. The customer’s perception is the ultimate truth about the brand; the positioning helps you build it. Sundrop, a brand of edible oil, was launched in 1989. The brand was made up of sunflower oil which is known for its cardiac health benefits. It has polyunsaturated fats that keep the heart healthy by reducing bad cholesterol. The product understanding gave the oil its name: Sundrop, suggestive of purity and goodness. Sundrop was operating in the market comprising homemakers who believed in branded edible oil.

Having health advantages associated with sunflower oil, the company decided to target the health-conscious households where the main competition was Saffola from the house of Marico.

Saffola, the brand of safflower and rice bran, too had health benefits. Similar to Sundrop, the brand was promising heart health to its customers. The TVC for Saffola was based on an insight that men are reluctant health enthusiasts. They shy away from making lifestyle changes and always procrastinate physical exercise.

The common phrase used by all the men concerning exercise was kal se (from tomorrow). This often was the cause for worry for the housewives. Saffola offered a solution to the worried wife. Instead of pushing husbands for exercise, the housewife could useSaffola aaj se (from today) and ensure his cardiac health.