Thursday, May 08, 2008

Nutralite : Better than Butter

Brand : Nutralite
Company : Zydus Cadilla
Agency : Mudra
Brand Analysis Count : 325

Zydus Cadilla is a bold marketer. First it fought with the sugar by launching the sugar alternative - Sugarfree Natura and now its fighting with butter by relaunching the brand Nutralite.

Nutralite is table margarine. World over margarine are used as a substitute for butter. Margarines are fat derived from either animal products or vegetable oils. The veggie margarines are used as a healthy alternative for butter.
Nutralite was acquired by Zydus in 2006. The brand was then relaunched with a controversial positioning " Better than Butter ". The slogan prompted Amul to take the issue to ASCI which directed Zydus to substantiate the claims in their future campaigns.
The organized branded butter market in India is estimated to be around Rs800 crore ( source : Moneycontrol). The market is dominated by Amul.
Nutralite brand achieves relevance owing to the changing lifestyles of urban Indian consumer. The affluent laid back lifestyle has created lot of lifestyle diseases and prompted the urban Indian consumer to be health conscious. The increasing incidence of heart problems and diabetes has paved the way for the emergence of health foods. Zydus is trying to cash in on this health wave.
Nutralite is positioned directly as a healthy alternative to butter. Like the SugarFree Natura,
Nutralite also wants the health conscious consumer to choose it to the ordinary butter. The logic behind the positioning is that Nutrilite has less cholesterol and does not contain hydrogenated fats compared to butter. It also has PUFA ( poly unsaturated fatty acid ) and MUFA (monounsaturated fatty acids ) which are known cholesterol fighters.
The brand was relaunched with television commercial showing the husband indulging in Aalu Paratha without being worried about health.
Watch the T VC here : Nutralite First ad
The controversy over the slogan - better than butter has prompted the brand to slightly alter the positioning to :Healthier than Butter.
The brand is now running a high decibel campaign featuring Sathish Shah. The message of the ad is to encourage the consumers to indulge in food without worrying about health. The brand is targeting the ladies in the households who are worried about their husband's health.
Watch the Tvc here : No Excuses
Nutralite aims to corner 8-10% of the butter market. The direct attack on butter will definitely catch the attention of the consumer. But whether this attention will be translated to sales is something to watch for. Convincing the consumer to opt for Nutralite instead of butter is not an easy task. Firstly the brand has to convince the customer that the good old Amul Butter is unhealthy. Second it has to achieve parity ( Points of parity) with butter. Then it has to convince the customer that Nutralite is indeed healthy. Hence the brand has no other alternative but to directly attack butter.
Margarines are not popular in India and the category is non-existent. The high profile launch of Nutralite may also see an emergence of margarines as a new product category.