Introduction
Emami Healthy & Tasty is a leading edible oil brand in India, known for its diverse range of cooking oils. In a competitive market, Emami launched its Ultra Lite Soyabean Oil in 2022, aiming to capture a larger share of the health-conscious consumer segment. This case study analyzes the marketing strategies employed by Emami for the successful launch of this new product. Emami Ultra Lite Soyabean Oil will continue to be a trusted partner in kitchens across the nation, helping families cook delicious and healthy meals for generations to come.
Target Audience
Emami targeted the growing segment of health-conscious consumers, particularly women aged 25-45 years. This audience prioritizes healthy eating and seeks products that offer specific health benefits.
Marketing Objectives
Increase brand awareness and establish Emami Ultra Lite Soyabean Oil as a healthy cooking oil option.
Drive trial and purchase of the new product.
Differentiate the product from existing competitors.
Make its niche among the healthy options for edible oil
Marketing Strategies :
The Emami Healthy & Tasty Ultra Lite Soyabean Oil campaign employed a robust multi-channel marketing strategy, which contributed significantly to its success:
1. Celebrity Endorsement:
Emami signed Bollywood actress Katrina Kaif as the brand ambassador for Emami Ultra Lite Soyabean Oil. Katrina's image of being healthy, fit, and glamorous resonated with the target audience, adding credibility and trust to the product.
2. Television Commercials:
Emami launched a series of television commercials featuring Katrina Kaif demonstrating the benefits of using Emami Ultra Lite Soyabean Oil for cooking. The commercials focused on the oil's key attributes, such as being light, healthy, and low in cholesterol
3. Digital Marketing:
Emami leveraged various digital platforms to reach the target audience. This included social media campaigns, influencer marketing, online advertising, and content marketing. The brand created engaging content showcasing the versatility of the oil for various dishes and healthy recipes.
4. Public Relations:
Emami actively engaged with bloggers, nutritionists, and food experts to promote the product and generate positive word-of-mouth.
Outdoor (OOH) Media:
Emami utilized various OOH media channels to reach a wider audience and create impactful brand presence in public spaces. These included:
Billboards: Large, eye-catching billboards strategically placed in high-traffic areas displayed the product alongside the celebrity endorsements, capturing attention and driving brand awareness.
Bus shelters: Advertisements placed on bus shelters provided valuable captive audience exposure, particularly targeting commuters who may be health-conscious and interested in fitness.
Retail store signages: Eye-catching signage displayed outside retail stores featuring the celebrities and highlighting product benefits served as a reminder to purchase at the point of sale.
Public transportation displays: Advertisements displayed inside trains, buses, and other public transportation vehicles offered repeated exposure to a captive audience during their travel time.
By incorporating OOH media into their marketing strategy, Emami achieved the following benefits:
Increased brand visibility and reach: OOH media helped to extend the campaign's reach beyond media channels, ensuring Emami's message was seen by a wider audience in public spaces.
Enhanced brand awareness: The visual impact of OOH media created a lasting impression of the brand and product, increasing brand recognition and recall.
Targeted audience engagement: OOH media allowed for strategic placement of advertisements in locations frequented by the target audience, maximizing engagement and message relevance.
Synergy with other marketing channels: OOH media served as a complementary element to the overall marketing campaign, reinforcing messages communicated through other channels and creating a consistent brand experience.
Results
The marketing campaign for Emami Ultra Lite Soyabean Oil was a success, achieving the following results:
Significant increase in brand awareness and recall.
Substantial growth in sales and market share.
Positive consumer feedback and reviews.
Strong brand association with health and well-being.
In conclusion, the launch of Emami Ultra Lite Soyabean Oil demonstrates the importance of a well-defined marketing strategy in driving success for new product launches. By effectively targeting the right audience and utilizing a combination of traditional and digital marketing channels, Emami successfully established its new product in the competitive cooking oil market.
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