Oats as a category Understanding Oats as a category in India Objective To devise stratgies enabling Safoola Oats to make a jump shift in their brand journey from Morning snack to any time snack Non-Indian Bias Indians feel that breakfast like oats doesn’t have fullness of traditional Indian breakfast In Store Decision 1 out of 4 shoppers decide to buy once they are inside the store; many brands have similar offerings Hot & Spicy – Land of spices Indians have inclination towards hot & spicy when it comes to snack Health YES and Taste NO Perception of oats -healthy snack which is not tasty to eat Saffola Oats Journey Understanding Indian side of story Breaking the rules Experimented by giving spicy twist to overall boring oats suting to Indian needs Establishing oats as breakfast Oats find space in breakfast menu of Indians Oat based Meals Launched Fit Foodie channel offering oat based recipes Makings Oats Tasty Have made Oats more tastier by launching various options Peppy Jyotsana MICA Ahmedabad Twisty Sankalp MDI Gurgaon Classic Hanita MICA Ahmedabad Masaledar Manas MDI Gurgaon Chef’s Receipe Highlighting the features of the solution provided Brand Repositioning Need to reposition the brand Saffola Oats as any time snack New Communication Strategy Leveraging the foundation Leveraging the already existing Fit Foodie brand that has been carefully crafted over the years New activation channels Team Brandamites Please view the presentation in Full Screen Mode Saffola Fit Foodie Food counters offering healthy food with oats as main ingredients inducing oats as any time snack Need a new communication strategy to reflect the new positioning of the brand

Communication Idea: Crave No More VALUES & PERSONALITY healthy living guilt free life problem solver confident young Functional benefits helps stay fit sumptuous filling convenient time-saving Emotional benefits confidence self admiration feeling carefree guilt free consumption Consumer Insight “Anything that is tasty cannot possibly be healthy” Cultural Dynamic In going to war with work everyday and juggling personal lives, we forget to put ourselves first Brand Dynamic - People who are trying to be fit shouldn’t have to compromise on taste Consumer Needs Health Taste Convenience TG: Corporate Spartans. Young professional adults aged years, who don’t have time to eat healthy and exercise and go to war everyday at work Re-packaging Grab and go packaging with dry/roasted funky flavoured oats – potential snack for all times of the day - Instant oats that require no cooking. Savory, spicy, bitter, and sour notes are on the rise. Packaging in cup-noodles (for chinese flavour), and printing recipes like “my fit foodie recipe” on the cover. Ideas to strengthen Positioning Modern Trade channels - build engagement, sampling, co-branding - Launch trial packs (rs15, 39g) across all retail channels Engagement through events – Fit Foodie cook-off in offices and colleges, “All that you can eat “ contests Vending machines in colleges/offices, push sales in canteens Product placement in Masterchef India, Food channel shows, Highway on my plate and the likes. - Fit foodie week on masterchef Tie ups with (1) Gyms, swimming pools and fitness clubs – fit foodie metres on equipment/weighing machines, (2) Fitness apps like myfitnesspal, healthify etc, (3) cafes like lean chef, nutritious nation etc. Supplying them with recipes and required training. New launches in the range later could be - oats for indian dishes, oats for women, oats for children and teenagers, oats biscuits, oats shakes (post workout), oats flakes

Activation Ideas Fit Foodie Food Truck Offering healthy snack options outside colleges, universities and near famous eating joints of a city and metro stations,, bustling business parks and music and food festivals Can act Point of Sale for Saffola Oats and Muesli Most of the recipes will contain oats as one of the ingredient Leveraging Fit Foodie Meter and recipes on the go Fit Foodie Food Counter Offering healthy snack options at corporate offices and shopping malls, railways stations, airports, theatre chains and sports stadiums Recipes available on the go motivating people to try them at home Most of the recipes will contain oats as one of the ingredient Leveraging Fit Foodie Meter and Fit Foodie App Fit Foodie Food Cart: Offering healthy snack options at smaller places where truck cannot be reached Limited recipes; most of the recipes will contain oats as one of the ingredient Leveraging Fit Foodie Meter and Fit Foodie App