The information contained herein is the exclusive property of Eggfirst Advertising and Design Pvt. Ltd. and except as otherwise indicated, shall not be reproduced in whole or in part without permission. Because of the nature of this material, client names and logos have been mentioned/ depicted. In most, if not all cases, these names/ logos are claimed as trademarks by the companies that manufacture/ own these products. It is not our intent to claim these names or trademarks as our own.

Strategy Presentation Gujarat Foils

BY SUSHANT KAMBLE

FMCG Branding

Account Planning & Research Perspective

By

Sushant Kamble

Begin from the beginning

We know:

1. Size of the category: a) Aluminium foil industry: 5000 Crsb) Aluminium food wrapping foil industry 2001 :250 Crs

2. Category growth rates: Aluminium foil industry:15-20% p.a

3. Competition: One national active “brand” -FreshwrappMany local players – Jackson in Mumbai, SR in Delhi

4. Substitutes: Indirect – Ziploc bags, Thermal Tiffins, Tissue paper

We want to know:

Current size of aluminium food wrapping foil industry:Brand size:

Current growth rates of aluminium food wrapping foil industry

Market shares &Region wise local competitors

Scientific differentiation in benefit between these products and aluminium foils

Possible source:

Neilson: Paid one time report or regular paid data

IRS: Foil / Surrogate category

Internal sales data projections

Trade visit with sales force

1. Purchase all SKUs2. Guesstimate share of

shelf

Factory Visit

Quick environment Scan

Source:http://www.business-standard.com/india/news/gujarat-foils-to-invest-rs-350-cr-in-backward-integration/371597/http://www.hinduonnet.com/businessline/catalyst/2001/04/05/stories/1905l051.htm

Begin from the beginning

We know:5. Consumer behaviorI] Why they buy? -Keeps food fresh -Keeps food bacteria free. -Keeps oil from leaking -Preserves night food -Prevents fermentation

II] How Much they buy? Average 1.5 pack/month.

III] Why they don’t buy?- Perceived cost: Rs.100 - To be used only in summer - Not required for non oily food- Silver coating mixes in food.- Only people who don’t have time use it.

We want to know:Demographic andPsychographic consumer profile & media habits

Brand Objective:Increase penetration / consumption of existing products and /or introduce new products

Brand proposition: Which brand benefit will take up a unique position in consumer minds

Brand Personality: How is the brand perceived in terms of human qualities

Brand Identity: Logo, name, color, tagline, ambassador

Brand Strategy: Product (includes packaging), pricing, place, promotion

Possible source:Primary Research

Output of Primary Research

People know why don’t know why they buy, but they know why they don’t buy.

Housewives believe that aluminum foil keep food (Roti) warm, fresh and Healthy. (Definition of fresh for them is maintaining softness of roti)

Housewives buys aluminum foil because there friends buy it, because their children urge to buy it, and because retailer force them to buy by giving some incentives.

Among those who don’t buy it because they know that use of aluminum foil for wrapping chappati, doest help to keep it fresh.

Cotton Tissue paper is good and cost effective replacement to wrap chappatis instead of aluminum foil.

Where Nutriwarp Stands

Nutriwrap Distribution Network is very week.

Brand awareness is almost zero.

Packaging is Dull, doest stand out like freshwrapp and SR foils.

Nutriwrap is more use in local Saloons for Hair Coloring.

Nutriwrap is used in HUKA FOILS.

Unwanted SKU’s of Nutriwrap have created lot of confusions.

Brand ArchitectureRestructuring

Brand Architecture

Brand architecture is creating clarity or organizing chaos.

The speeds at which markets shift, corporations merge and new products come to market and subsequently become obsolete is ever increasing. A company better have a brand architecture that can accommodate new brands and still keep it simple.

“The brand architecture need not define how a company is organized internally. It is for the consumer to match his needs with company’s wide range of offerings wit ease.”

So, step 1 is to think of it from consumer standpoint… keep it simple.

Brand Architecture

Types of architecture:

1. Only corporate name: TATA, GE, FedEx, No FMCG

Plus: a) All Tata brands will be “trusted”. b) Saves cost of branding new brands.

Minus:a) If Tata AIG gets a bad name in consumer minds, so will Tata Motors probably.

b) Individual brands don’t have their own identities that reflect their brand proposition

Can we drop Nutriwrap and call all products Gujarat Foils? No. Also, Gujarat Foils is not a generic name. So this option is ruled out.

Brand Architecture

2. Both corporate name and brand name: Nestle’s Kitkat, Cadbury’s DairyMilk

Plus: It has the same advantages as type 1. Additionally, individual brands can have their own identities

Minus: a) If Tata AIG gets a bad name in consumer minds, so will Tata Motors probably.b) Selling off the brand is difficult.

Can we have Gujarat Foils, Nutriwrap and the variant name (school foils etc) ? Chaos. So, no.

3. Only brand name: HUL, P&G are examples of this type. All its brands have little reference to the parent Co.

We can go for this option.

Brand Architecture

As research helps us to target the whole new segment of Hair Color foil and Hukka foil, We have decided To extend the market to Saloons and Hukka foils where Kashmir Gate was only competitor.

Nutriwrap by its name stands for food, nutrition, freshness and health i.e. it is food packing brand. Therefore, below is the recommended structure.

Pls. note: Instead of Nutriwrap’s Chapati foil, we can call it Nutriwrap forChapatil. Chapati foil from the makers of Nutriwrap is possible but not recommended as it creates multiple brands in the minds of the consumers.

Should be launched as new brands “defined broadly”. For example, GFL Hukka foils.

Brand Architecture

We don’t recommend the following 2 structures, but if it is a business call to have “Nutriwrap” for all brandswe can go for either of them:

Rules:

1. Redefine Nutriwrap as, “a aluminium as well as plastic foils and containers brand”.

2. Add a word that helps create brand and line extensions using the same name.

3. Why “Aluminium foil” ?a) that’s how layman refers them.

b) It allows endless expansion in terms of form, shape, usage.

4.Any new form i.e. plastic or containers need separate heads

Brand Architecture

Another possibility is to group all SKUs basis target audience i.e. Customers & Business.

This will help us a) associate a word similar to “professional” which is more relevant to businesses.

b) B2B branding varies from B2C: B2B brands need to be less flowery, more direct and an affirmation of trust or quality.

c) Same product for different divisions can be named differently. For instance, in the below example, nutriwrap homefoil’s food clings are called nutriwrap professional’s plastic foils in B2B.

Brand Architecture

In Conclusion: There is no right or wrong approach. There are companies that don’t follow the pure approach and go for mixed architectures like the NIKE case below. If tomorrow, Gujarat Foils is picked up in news and becomes a name bigger than Nutrilife, subsequent new launches can have Gujarat Foils.

The beginning…

Sushant Kamble

We invite you towww.eggfirst.com

Reach us atunscramble@eggfirst.co

m

US

2450 Peralta Blvd, Suite 209Executive 1

Fremont, CA 94536+1-510 931 6515

UK

9 Turnpike Link,Croydon CR05NT

Surrey, Greater London+44-203 239 5615

India

303/ 304, Niti, Underai Road,Off. S. V. Road, Malad (W),

Mumbai – 64. +91 - 22 - 6710 4002.

201, Radha Rani Silk Mills Compound,30, Parsi Panchayat Road, Andheri (E), Mumbai – 69.