NOW, HEALTHY IS HEARTY
Article Abstract:
Marico Industries Ltd (MIL) is trying to reposition its refined edible oil brand, Saffola. It plans to reposition the brand as the nucleus of the family. MIL is trying to position the brand as one which is good for the health of the entire family. The brand was earlier targeted at heart patients. MIL's move is aimed at raising its stake in the Rs850 crore branded refined oil market. Currently, MIL has a eight percent stake in the refined oil market. MIL is also trying to widen the target audience by creating a bond between the grandfather and the grandchild. The new packaging has a heart shaped figure indicating the hand of a grandfather handing a leaf to the grandchild. The Saffola bottle carries a Nutri Chart to convey four values to the consumers. The four values include Nature (showing the benefits of kardi seed), Heart (showing that the product reduces cholesterol levels) and Family (showing that the product is meant for the entire family). The last value is Taste which stresses that there is no compromise on taste. (ag)(vr)
Comment:
Marico Industries Ltd (MIL) is trying to reposition its refined edible oil brand, Saffola.
Publication Name: Economic Times
Subject: Business, international
ISSN: 0013-0389
Year: 1999
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RICE BRAN OIL-MAKERS IN A BOIL
Article Abstract:
The finance ministry of West Bengal has not refunded 90 percent on a three percent sales tax for rice bran oil -grade 1 manufacturers for 1994-95. The state government announced sales tax incentives scheme in May 1994. The finance ministry notified that rice bran oil is eligible for claiming sales tax refunds. The state government later announced a separate sales tax holiday for eight years for new solvent extraction plants and refining units in the state. The government refused the refund on the ground that rice bran oil is used after processing whereas refund is for refined rice bran oil makers only. The finance ministry had not specified any processing stage when it recognised rice bran oil as edible oil on March 29, 1994 notification. (rk)(m)
Publication Name: Economic Times
Subject: Business, international
ISSN: 0013-0389
Year: 1999
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