“Projects Handled”

Communication Strategy (Print Advertisements)

Brand Positioning Of CHOCOS Semiotic Analysis Fun & Nutrtion

Pillsbury- "Ready to Cook" Category Launch

(Savoury & Sweet Blend)

Nayee Soch Nayee Kalpana

Brand Seed:

Methodology:

Field Visit

Insight Building for Consumer Needs

Deriving Brief for Copywriting , Photo

Shoots and Concepts for Advertisements.

FBI Analysis for Competitors,

Communication Artworks, Product Shoot

Print Ad Launch

Field Visit : • Markets Of Delhi & Ludhiana

Findings:

Communication Plan: • 1st advertisement : Bottle range • 2nd advertisement : Complete Dining range • 3rd advertisement : Dining table shot with family

Competition Metrics 1

Competition Metrics 2

Route 3: Naya-sa

Route 2: Add taste to everyday

meals

Route 1: Affordable Glamour

Communication Concepts:

Result: Blend Route1 & 3

Modern | contemporary | stylized

Mood boards:

Naya-sa | Something New | Fresh

F Features

B Brand

I Idea/Innovative:

Micro level details, features of the product are the reason to

buy

These ads talk about the Masterbrand promise or showcase

their range etc.

Disruptive, category-challenging ads

+

Features + Brand: Talk about the promise that only this brand can offer

Talk about the promise that only this brand can offer FBI Analysis:

+

F B

I F B +

FBI, Indian Ads:

+

F B

I F B +

FBI, International Ads:

Conclusion: • Most Indian advertisements are talking about “Features” and “Features+ Brand” Comparatively, a fewer companies are playing up their brand story or have innovative advertisements • Most International advertisements are playing up their brand story… Perhaps, that is where the trend is moving

F B I Features Brand Idea/Innovative

3 Routes in this zone… from evolutionary to revolutionary…

A cluttered space

Communication Artworks:

Route 1: Affordable Glamour

Route 3: Naya-sa

Product Shoot:

Final Print Advertisement:

17th May 2012, Hindustan Times:

Change in Socio Economic Pattern

Demand for Ready To Cook Food in India:

Growing Urbanisation

Increase in working couples

Less Free Time

Change in Food Habits

• Age : 28 to 35

• Graduate, Sec A/B/C/D

• Proud home maker

• Core of the family

• Family as No.1 priority

• Rooted family values, progressive outlook

• Affinity towards cooking aids

Target Group:

Benefits: • Readily available

• Convenience of time and effort

• Uncompromising on taste and freshness

• Good food that gladdens hearts

• Empowering moms by helping them win small joys in life

Competitor Scan, Part 1: Brand Persona

GITS Persona:

Competitor Scan, Part 1: Brand Persona

MTR Persona :

Mother’s Recipe Persona:

Competitor Scan, Part 1: Brand Persona

Competitor Scan, Part 1: Brand Persona

Aashirvaad Persona:

Competitor Scan, Part 2: Communication Inferences:

Competitor Scan, Part 2: Communication Inferences:

Customer Insights, Brand Identity:

Customer Insights, Brand Identity:

Decoding the Pack:

Decoding the Pack:

Decoding the Pack:

Decoding the Pack:

Decoding the Pack:

Customer Interaction with the Pack:

Field Visit:

Buying Behavior:

What Customers Think: Customer Interaction with the Pack:

What Customers Think: Customer Interaction with the Pack:

Substrate Analysis: Available Structures:

Substrate Analysis: Factors Affecting the Packaging: • Nature of the product – Is it sticky, crisp, brittle.

• Food composition and it’s type - Does it have moisture, fat, protein, flavor ? a) MVTR: Moisture Vapour Transmission Rate b) ERH: Equilibrium Relative Humidity.

• Form and shape of the product – Is it smooth, regular, irregular, sharp edges

Product Life • Biological spoilage due to micro-organisms • Spoilage due to chemical reactions like oxidation (discoloration, rancidity) and enzymatic reactions. • The environmental factors such as light, humidity and temperature.

Substrate Analysis:

Food Behavior (Cereal Based):

Medium Moisture Food (8-10%)

Sensitive to Moisture Pick Up

Moisture Content increases

Product Becomes Soft & Unacceptable(12-13%)

Types of RTC Products:

Cereal Based Fat Enriched

Pillsbury Brand Study:

Pillsbury’s Doughboy:

Inferences for Ready to Cook:

Customer Insights, Brand Identity:

Comparison:

Savory Mix

Sweet Mix

Dosa

Gulab Jamun

THE POSITIVE

All products & services share the same budget, customer, and market position

Consolidates equities; awareness and positive

associations of individual brands first leveraged by Master Brand, and then top down from to all

product lines

THE NEGATIVES

Too much riding on one brand: No shield from future adversities

Venturing into new categories can be contained if

not compatible with master brand

Pillsbury as a Mother Brand:

100:0 50:50 20:80 0:100

Dosa

Kitchen Hits Kitchen Hits

Dosa Dosa

Kitchen Hits Dosa

THE POSITIVE

Helps bring focus with flexibility for future decisions

The equity, awareness and quality perceptions of the Master brand are harnessed across markets/

segments

Ensures there is no brand/ image dilution by over-stretching

THE NEGATIVES

Going into individual brands (0:100) before the overall resources are not robust is a pitfall

to be avoided

Mother to Child Brand ratio:

Name Suggestions:

SWAD Means taste in Hindi. The name includes the feeling of aroma, taste and provides for

visual appeal

BHARAT An inclusive name that encompasses various cuisines, cultures, people. It provides comfort and depicts Pillsbury as an International brand that has arrived in India and

understands the Indian consumer

TAYAAR Hindi for Ready. It gives a proactive feel where the brand is all set to make the cook

the hero of the house. It gives a feeling that food is quick and easy to cook. VIDHI

Means method and adds a local auspicious vibe to the entire brand range. It reassures the cook that the process/method is not compromised due to packaged

food.

From ‘adansh’ in Sanskrit meaning part of the sun; it cues radiance, warmth and vitality.

ADANSH ARKAH

A Sanskrit word that means praise or in the sun . The name places the brand and the housewife at the centre of attention, to be admired and emulated.

Workshop On FUN

Workshop on “Nutrition”

Workshop On Finding

Patterns

Brand Positioning (Semiotics on Fun & Nutrtion):

Mind Mapping “FUN” & “NOT FUN”

One FGD each with mothers and children in

the TG 5 assisted

shopping observation

visits in Modern Trade with TG

Process:

Initial Mind Maps:

Understanding “FUN”:

Understanding “NOT FUN”:

Workshop On Fun: Decoding the following : 1. Chocolate 2. Breakfast 3. Children

Workshop On Fun: Mood boards:

Fantasy: Energy Activities: Pranks:

Celebration: Play with Food: Hobbies:

Decoding the following : 1. Mother 2. Children 3. Breakfast 4. Milk 5. Nutrition 6. Whole Grain

Workshop On Nutrition:

Categories: 1. Ritual/ Consumer 2. Behavior 3. Language

Workshop Report (Mind Maps):

Milk:

Wholegrain:

Chocolate:

Mother:

Breakfast:

Not FUN:

Children:

Workshop On Finding Patterns:

One FGD each with mothers and children in TG: FGD With Mothers :

FGD With Children :

Oreo

Candyman

Complan

Observation: Open mouth, excitement, smiles at the end Reactions: Papa ulta latak rahe hain

CHILDREN MOTHERS

Observation: Concentration as the fight increases Reactions: Cartoon sach nahin hota. Hum ko buddhu banaya.

Observation: Smiling at the kid hanging Reactions: Friends ko chidand accha lagta hai. Complan se hieght badhti hai.

Observation: Serious expression leading to a smile Reactions: Intelligent kid. Daddy ko phansaya. Sabko masti karni chahiye.. Akela hai toh Daddy ke saath khelta hai

Observation: Curious, frowning, serious Reactions: Possible nahin. Group mein baccha hona chaiye, akela nahin.

Obsv: Smiling, involved Reactions: Bachche jaldi bada hona chahte hain. Koi age nahin dekhta, growth dekhta hai

The FGD Report:

Quaker Oats

Real

Chocos

Observation: Confused, tuned out Reactions: Samajh nahin ayaa

CHILDREN MOTHERS

Observation: Serious, some tuned out Reactions: Ladki achchi hai, chahti hai daddy strong banae. Lekin bacchae daddy ko khanae ke liye nahin kehte

Observation: Involved smiling Reactions: Vitamins hai is mein

Observation: Smiled Reactions: Meri ladki bhi aise hi natak karti hai. Bache fruits nahi khate, yeh khane se vitamins milta hai

Observation: Alert, watchful, smiled at the end Reactions: Vitamins milta hai is se

Observation: Curious, serious Reactions: Fast life, not time. Healthy food, not oily.

The FGD Report Contd..:

Formats with which Kellogg's is competing:

Formats which have Nutrition and Fun values: Biscuits and Juices

Formats which primarily attract children: Candy and Candy bars

And a brand which has at various times defined marketing to Parents and Children

Attitude of child protagonist

Reason to consume

Role of the mother

Character Recognition for Communication:

Age of child protagonist depicted

Process:

Horlicks Complan Bournvita

10 – 12 yrs

Pediasure

8 to 10 yrs

Milk foods drinks: MFDs

Oreo Mc Donalds

5 to 8 yrs

Poppins

Chocolebe

Real Juice

Munch Tiger

Chocolates, Candy, Biscuits, Restaurants

Age Of the Protagonist Depicted:

Inference: •Squarely around the 8 yrs space, whilst our stated TG is 8 to 12 • The 8 yr old aspires to be shown as older than he is: we should peg higher in the spectrum

Hardworking, Determined, Goal driven, Achievement oriented

Burdened with expectation and competition, Struggling to achieve / belong

Horlicks, Complan

Bournvita Attitude Of the Protagonist Depicted:

Oreo

Bournvita

Reason To Consume:

Fun - driven by the three step consumption process

Success, winning, handwork paying off, the brand as an enabler

Inquisitive and ‘cheeky’ Sits or walks around the at home situation: relatively passive

Mother Communication :

Child Communication :

Coco as the fun agent who brings alive new adventures The children are depicted as the followers who admire and have fun due to Coco

Inference: The child is not the key protagonist in the Child communication In the Mother communication, he pales in comparison to the other categories' ‘edgier’ attitude

Kellogg’s Chocos Attitude Of Child Protagonist:

Nurturer in various degrees, from the more conventional collective archetype to more individualistic (but not selfish)

Unconditional support system Believes in her child’s abilities Stands by them

Ambitious for herself and for her child. Confident, believes the choices she makes for her kids Uncompromising

The mother who is on the look out for nutritious things to meet the health needs of the kid

Bournvita :

Horlicks :

Pediasure, Real Juice :

Role Of Mother:

Leaning towards the more conventional collective nurturer who is looking to balance taste and health

Kellogg’s Chocos Role Of Mother:

Segmentation In Discourses:

Fun in “Language”

Fun in “Rituals”

Segmentation In Discourses: Fun in “Popular Culture & Mythology”

Nutrition in “Language”

Nutrition in “Rituals” :

Nutrition in “Popular Culture/ Mythology”

FUN & NUTRITION:

• Fun represents the child • Nutrition represents the mother

• They are fundamentally opposing concepts as nutrition comes with a purpose and fun has no purpose.

• There a common ground..that makes the brand more powerful

....Thank You