frontier premium biscuits - brandtrotter premium biscuits.pdf · introduction of low/light ......
TRANSCRIPT
Frontier Premium Biscuits Brand Presentation
SWOT •Legacy of 90 years •Wide & premium range of baked biscuits & rusks •100 % vegetarian – no eggs. No preservatives •Handmade •Unwavering focus on quality - best manufacturing processes, ISO company •Strong following in North/West Delhi, now have expanded operations to NCR & North India •Retailing through exclusive stores
ST
RE
NG
TH
S
•From regional player to national presence
•60 franchises to 150 by 2012 •37 crore brand to 100 crores •Expansion to west, south & east
•The regional players are expanding pan-India and are creating a new middle segment in the biscuits market by redefining price-quality •The biscuit industry is witnessing a major shift towards 'premiumisation' as consumer preferences change, upgrading from affordable glucose to cream biscuits, cookies
OP
PO
RT
UN
ITIE
S
WE
AK
NE
SS
ES
•Negligible brand awareness outside NCR •Pack design, graphics need modernisation
TH
RE
AT
S •Increasing competition as major
international brands enter / increase their portfolio •On-site manufacturing of fresh bakery products in bakeries in supermarkets
3 major consumer trends in the biscuit category
Health
• Consumers are more concerned about their health and are well aware of the relationship between nutritious food and optimal health. Some popular trends in the market are the introduction of low/light, functional, natural and organic products
Innovation
• Consumers are also tempted to try new offerings that are innovative - in concept/flavour: • spicy offerings like Aliva - a
cross between Indian savouries bhujia/matthi and biscuits;
• or form: • Horlicks biscuits for toddlers in
animal shapes;
• or even traditional Indian cookies with a new twist: • flavoured nankhatais with a
tinge of almonds, cashew, elaichi, coconut, butter, oregano
Taste
• Consumers are increasingly indulging in biscuits that satisfy their taste buds. The taste enjoyment factor is vital and the entire sensory experience of look, aroma, texture and most importantly flavour is the most important gratification in consuming biscuits
Magical / Funny (For Kids)
Romantic / Sensuous (Self-Indulgence)
Humour / Bizarre (Basic, un-differentiated)
Emotive / Heart-warming (Premium, Different )
50:50
PARLE-G
McVITIES
KRACKJACK
OREO
ALIVA
HIDE’nSEEK MARIE
LITTLE HEARTS
NUTRICHOICE
PURE MAGIC
HORLICKS
BOURBON
Most cluttered, obvious & undifferentiated way to create brand imagery
Vacant space to build brand imagery that will stand-out
Brand imagery amongst leading biscuit brands
Brand Strategy: Stay true to the DNA
Promise
• Biscuits that taste better than any other
• Premium quality, eggless, 100% vegetarian
Process
• Made by experts – not machines
• Strict adherence to recipe, methods based on legacy and heritage
Place
• Retailed through exclusive brand shops that extend the brand experience and values directly to the consumer
• Retain the ‘boutique character’ even with a national footprint – reminding consumers of reputed bakery stores from yesteryears
Consumer Insight
How this Insight fits with Frontier Biscuits’ offering
Frontier biscuits are hand-made with quality ingredients and sold from exclusive stores that cue the same values as the biscuits. It’s the way biscuits were made 50 years ago – with the personalized care and individual talent that was expected from a bakery of
repute. Consumers took the effort of going to the bakery to buy biscuits because they tasted superior to other options.
Consumer Insight
The prime motivation to consume biscuits is the sensory gratification you get – the aroma as you open the pack, the appetizing look, the texture when you hold it, the way it crackles or melts in your mouth, and finally the taste. Innovation, variety or healthy-eating are
secondary benefits with lower sensory gratification.
General Perception
Innovation (shape, packaging, form), variety (flavours) and healthy-eating (fibre, low-calorie, extra-nutrition) is the only reason to consider a new brand of biscuits over your usual favourite
Target Consumer
Her/ his views and attitude towards life
Confident people who know what they want, trendsetters, positive attitude with an appreciation of good quality
Profiling her/him
Accordingly, a consumer who is adult (21 years+), heavy user of snacks especially biscuits (most likely usage occasion being teatimes), urban and middle-class
Most receptive to Frontier Biscuits unique values
Discerning consumers whose palate can appreciate the smoother texture and superior flavour of premium quality, hand-made biscuits.
“Bitay Pal kay Sunhera Swad Lautaye”
(Hand-made with love to bring back the authentic taste of the original biscuit)
Recommended Brand Proposition
SUPPORT
•Legacy of 90 years •Wide & premium
range of baked biscuits & rusks
Loyal customers With the potential
To convert new customers
into repeat buyers
•Retailing through exclusive stores
Knowledgeable, friendly
& professional staff
•100 % vegetarian •No eggs.
•No preservatives •Handmade
•Unwavering focus on quality
•Best manufacturing processes
•ISO company
Nostalgia, Happiness, Honesty, Excellence
Brand Personality
Social Marketing
Niche Marketing
Trials
Entertainment Zones
Awareness,
Saliency, Top-of-mind
Direct Marketing
Brand Experience
On-Ground Promotion
Proximity Marketing
Loyalty Marketing
Multiplexes, Malls
Cinema Commercials, Product Sampling
Mass Media
TV, Print campaign
Reminder Media
Radio, Billboards
Online Purchase
Online Store With cash-on-delivery
In-store
Design & Merchandising
On-site Signage Fascia
Standees, Danglers,
Posters
Store Neighbourhood
FSIs, Kiosks, Banners,
Signage
CRM
Home Delivery Collateral, Loyalty Programme
Out-Of-Home
Product Sampling
Residential Complexes
Communities, Online
Campaigns
Facebook, Orkut, Twitter
Airport Stores Seatback Advt, In-flight
Commercials / Magazines, In-flight, Airports
Metro, Bus Panels, Radio Taxis
On-the-move Media
• Frontier is a manufacturer of eggless premium biscuits & rusks since 1921
• More than 90 years in the business of manufacturing and selling biscuits
• 100 % eggless products with a long shelf life of 4 months
• Widest range of handmade eggless biscuits with more than 48 biscuit varieties
• Competitively priced between Rs.130 to Rs. 350 per kg
• Successfully running 14 self-owned retail units in Delhi and NCR
• Established 48 franchises across North and West India
• First-of-its-kind biscuit store concept brand in the world
• Frontier Biscuits are Ideal to gifts on occasions, festivals and events
• Legacy of rich taste established over 90 years has given Frontier a permanent place in most families across India and overseas
Who are WE?
• Frontier is a manufacturer of premium variety of eggless biscuits; retailed through self-owned and franchise-operated retail stores across North India
• Currently promoting a rich variety of eggless, handmade quality & tasty biscuits through 62 branded stores in North and West India, Frontier is now fast expanding with innovative and better retail format, packaging, new flavours and Stock Keeping Units
• Perceived as a “popular neighbourhood biscuit bakery” • Enjoys a loyal limited customer base that is likely to shift
loyalties due to lack of customer engagement and innovation
where are we today?
where would we like to be?
• With a mission to enhance awareness and expand its retail footprint across the Indian subcontinent, Frontier aspires to be one of the most-loved home-grown biscuit brands of the country
• Leaving behind the traditional imagery of a
neighbourhood biscuit bakery, Frontier desires to be perceived as a “premium biscuit brand” of a large variety of handmade eggless biscuits & cookies - available through modern flagship outlets and other multi-brand retail grocery chains
• Primary Objective: Increase sales and hence
Frontier market share by reaching out to new & younger audience and thereby turning them into Frontier loyalists for life
By conceiving
a clear & relevant Brand Positioning for Frontier
How do we get there?
+
By building the brand
+ By establishing an
emotional connect with
the consumer
=
winning the hearts &
minds of consumers
with delicious & eggless handmade biscuits
The Recipe for Frontier’s Success
focused & constant advertising
innovation
constant engagement with audience
effective pr & networking with media
efficient & timely distribution
strong retail presence
premium imagery & brand associations
social media mktg + co-creation
product sampling & research
online selling
campaign specific in-store branding
target audience specific packaging
TARGET AUDIENCE
Existing: SEC A,B Housewives 35-40 yrs Desired: SEC A,B Youth 20-25 yrs
Sales, Current Positioning & brand Awareness
100% eggless delicious handmade biscuits
Legacy of rich taste established over 90 years
Handmade biscuits baked with
Your ‘Brand Personality’ should resonate with your ‘Brand Idea’
Trust
Warmth Union
Relationship
Goodness
Longevity
Pure
Wholesome
Fulfilling
Affection
Deliciousness
Delight Gratitude
Desired Brand Personality
Laughter
“My tea is best enjoyed
with Frontier”
“Frontier is my favorite snack……
Anytime…Anywhere!!
“Frontier make the best gift for any occasion”
“A trip to the grocery means
Frontier biscuits is a MUST”
“A trip to India means one HAS to bring India’s specialty - Frontier premium biscuits”
“Frontier biscuits are the best eggless and healthy biscuits for our family.
We love to spend Frontier moments at home”
FRONTIER. THE BISCUIT DESTINATION!!
FRONTIER – RETAIL APPROACH
Self-owned & franchise outlets
Shop-in-shops at modern retail grocery chains
e-commerce
PREMIUM ASSOCIATION
Frontier Flights
Seasons Greetings…
Tie-up with Nestle Chocolates to offer an Nestle-Frontier combo festival pack
“Chocolates and hand-made biscuits”
Suggested Brand Activation Campaigns
for Frontier
SO WHAT IS YOUR BISCUIT STORY?
• WHY
There is something about ‘handmade biscuits’ baked with love. And it is usually easy to produce these in the convenience of your kitchen
• WHAT
Share your recipe (video) of handmade biscuits and the most favorite & highest voted recipes will be introduced by Frontier as its new line of biscuits with credits to the winner(s)
• WOW
Generate content for blogging, FB page, website and PR
SHARE YOUR FAVE FRONTIER MOMENT
Share your favorite Frontier moment
• WHY Fun and silliness are two
important ingredients to enjoy eating biscuits
• WHAT Capture & share your fun filled
moments (photographs) while eating Frontier biscuits. The top 10 most creative voted photos will win exciting gifts and goodies from Frontier
• WOW Generate image bank for
Frontier advertising & promotions. Generate content for blogging, FB page, website and PR
• WHY Even something simple like a cup with a
biscuit can make for a great photograph. (However, product photography is not exactly a piece of cake – except if you are using Facebook’s newly acquired app 1 “Instagram”
• WHAT Share your Instagram photos of Frontier
biscuits. The most popularly followed photographs will become famous and get a chance to do a free course in product photography – sponsored by Frontier
• HOW Generate content for blogging, website
PR, image library for advertisements and promotions
INDIA’S FIRST BISCUIT FESTIVAL
Frontier Biscuit Festival
• WHAT
Create an annual Biscuit festival property to celebrate the “Biscuit “ . The event can consist of a number of biscuit-related activities, special meals and entertainment - buffet breakfast eaturing a variety of biscuits created by Frontier, entrepreneurs selling homemade biscuit foods, kitchen ware, cookbooks, a tasting area with participating businesses and bakeries offering samples of signature biscuits, a live baking competition et al
• HOW
A first-of-its-kind content for the media that can be leveraged to build brand awareness
• WHY
Biscuit is a happy thing and continues to play a huge role in everyone's lives
FRONTIER BISCUIT FESTIVAL
Frontier Presents “Vicky goes Veg. & Eggless!!”
Born and bred in Mumbai, Vicky Ratnani’s wit and charm has a duality that is reminiscent of natural Indian spice. A foodie at heart, he is a a heady cocktail of flavours, some still undefined. ‘Vicky goes Veg’ is a popular cooking show NDTV Good Times that can be leveraged for a new series on homemade eggless biscuit s – presented by Frontier.
TV Sponsorships
• Brand Strategy • Advertising & Marketing approach • Direct Marketing • Online & Social Media Marketing • Evangelism Marketing • Media Mix • Communication & Design evaluation • Packaging • Coordination & implementation with agencies • Blogging
BRAND CONSULTING SERVICES by Brandtrotter
Successfully launched , managed & marketed Robb Report in India, the world’s finest luxury magazine and India’s first by-invitation-only publication, targeting the top 20,000 connoisseurs of luxury in India
Developed & implemented the Brand & Marketing Strategy for
HSBC Premier, the affluent savings account. Led brand awareness launch campaigns viz. ATL Campaign, Search-Engine-Marketing Online Campaigns and innovative BTL activities to generate leads of HNWI prospects Successfully pitched for the advertising & communications
business of the juice brand ‘Minute Maid’ in India. Developed the brand positioning strategy for Minute Maid Pulpy Orange & implemented its pan-India launch; one-of the biggest launches by The Coca-Cola Company in India
My Team’s Work
Successfully pitched for the advertising duties of the prestigious
revamp project of the Indira Gandhi International Airport, New Delhi by GMR. Designed a brand strategy for the development of Corporate Identity and awareness of the revamp of the airport; Recommended and implemented innovative advertising solutions for the internal and external customers of GMR Led the program positioning & BTL communication for
National Geographic Channel’s mega television properties such as ‘Mission Udaan’, ‘Megacities’, ‘Megastructures’, ‘It happens only in India’, ‘Most Amazing Moments’ targeted at viewers, media & corporate
Executed packaging for Perfetti confectionary, direct marketing communication for the sales channel, distributors and corporate communication such as Annual Corporate Sales Conference, newsletters and magazines