Ruchi Soya Atta Mix Packaging Case Study 211207
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Ruchi Soya Atta Mix Packaging Case Study 211207

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Ruchi Soya Atta Mix Packaging Case Study 211207 Ruchi Soya Atta Mix Packaging Case Study 211207 Presentation Transcript

  • Wonder Mix Atta Packaging Ruchi Soya Ltd. | Lokus Design Pvt Ltd, Pune
    • Client Brief: Crunch
    • Product range to be extended from the Nutrela range of products
    • Brand Identity & Packaging Design to keep parent brand equity & visual cues in mind
    • Desired pack format: Pillow packs (flexibles)
    • Design an unique package & packaging graphics to create differentiation
    • Product should standout on retail shelf
  • The Process Identify > Integrate > Innovate > Translate > Maximize
  • Identify > Integrate > Innovate > Translate > Maximize
  • The User Segment
    • Key Decision Makers / Influencers of User Group
    • Housewives
    • Doctors / Specialists / Dieticians
    • Gym / Fitness Instructors
      • Target User Group
      • Married women (a mix of working and non working)
      • SEC: A2 / B1
      • Age Group: 32 - 38 yrs
      • May or may not have children between the age group
      • of 5 – 12 years
      • May or may not have sufferers of Hypertension, Diabetes, Obesity or Cholesterol in the household
  • What is Atta Mix? What does it offer?
    • Atta Mix is:
    • A healthy, functional food Product, meant for all
    • Atta mix is to be mixed in the atta before kneading
    • Nutritive value of the food by 40-60%
    • The Product offers :
    • 40-60% higher fiber & protein
    • Healthier living
    • Helps to Fights diabetes, cholesterol, BP
    • Gives EXTRA Energy
    • Work/play longer
  • Aspiration of a Mom / Housewife Wiz kids Super mom Successful husband Health for lifetime
  • Life Style of users
    • Work overload
    • Irregular Meals / Snacks
    • Unhealthy Quick Bites
    • Lack of energy & exhaustion
    • Mental & Physical Fatigue
  • What are the solutions?
    • Wholesome, Nutritious, Fresh food
    • Care & proper diet for family
    • Regular exercise
  • But, not possible because of ….
    • Less time for home
    • Travel
    • No time to cook
    • Unscheduled work
    • Working mom’s/ wives
  • Key buying (perceptional) decisions of the user Convenience Price Availability Reliability Factors for consideration 0 10 Thus, Healthy (+more) , convenience & reliability should be highlighted in graphics Healthy (+more)
  • So what does the consumer need today?
    • A product which is :
    • Healthy (value add in nutrients/energy)
    • Reliable
    • Energizing
    • Less time consuming & product can be mixed in variety of atta & making any type of Indian bread with ease
    • No drastic changes in existing schedule
    • Easy to use & Convenient to follow
    • Cost effective
  • Competition Local & Homemade products pose a great competition Middle segment product (price and positioning) is not addressed Only one large organized competitor: Saffola Local products are packed in flexibles and Saffola is packed in carton Cartonized product carries superior image and perceived as premium
  • Retail Issues Flexible packs are crumpled & distorted: Perception is low Branding gets distorted due to crumpled packs: Low shelf Impact Carton packs generates quick trigger for buying decision Carton pack perceived as premium and a better product
  • Retail Issues
    • Consumer is looking for a pack which reflects
    • Health & Energy Good Quality product
    • Reliability & Long lasting solution
    • Cost effective: pack should not reflect expensiveness
  • Competition Analysis Safola Atta mix Local brands of Soya , Nachni, Flour (chana, sago) Pack Type Carton pack Polythene pack Look n Feel Sophisticated Crude Reach Global Local Presence Appealing Camouflage Perceptions of the pack Commercial (with preservatives) Fresh Home–made (gharghuti)
  • Identify > Integrate > Innovate > Translate > Maximize
  • Price Medical Category and Product placement Low High Consumer
  • Key Considerations
    • Differentiation through Packaging Structure, Brand Identity and Graphics
    • Convey: Health, Energy, Premiumness, Reliable and Good Quality product
    • Graphics to suggest that the product can be mixed in variety of atta & making any type of Indian bread with ease
    • Functional & Technical
    • Easy to use, carry, open & store
    • Should pass drop test & other food compatibility standards/ test
    • Cost to be lower than carton
    • Simple to manufacture, assemble and transport
    • Brand Identity & Visual Language to communicate
    • Healthy (value add in nutrients/energy)
    • Reliable & Good Quality Product
    • Energizing
    Conclusion
  • Conclusion
    • Packaging Structure
    • Offer a hybrid solution: Partial carton
    • Branding/ Graphics doesn’t get distorted due to part cartonized product: High shelf Impact
    • Carton pack will generate quick trigger for buying decision
    • Carton Product will be perceived as premium
    • Part Carton will be low cost as compared to a full carton
  • Identify > Integrate > Innovate > Translate > Maximize
  • Theme board : Graphics : Play / Motion Mood & food
  • Brand Identity & Pack Graphics
    • Healthy
    • Reliable & Good Quality Product
    • Energizing
  • Packaging Structure: Part carton + Flexibles Open Sides Flexible pouch inside Large Branding surface with Part Carton Partial carton Branding/ Graphics doesn’t get distorted due to Part Cartonized product: High shelf Impact Carton pack will generate quick trigger for buying decision Carton Product will be perceived as premium Part Carton will be low cost as compared to a full carton
  • Development Paper Board Stable & Strong Toughness and rigidity due to curved profiles at the top
  • Identify > Integrate > Innovate > Translate > Maximize
    • Part carton
    • Branding/ Graphics doesn’t get distorted due to Part Cartonized product: High shelf Impact
    • Carton pack will generate quick trigger for buying decision
    • Carton Product will be perceived as premium
    • Part Carton will be low cost as compared to a full carton
    Value Additions: Part Carton + Flexible Pack
  • Value Additions: Free Measuring Spoon Pack could carry measuring spoon as wonder mix has to be mixed in proportions Competition doesn’t offer such value add Measuring spoon is made by tearing off from the pack and the folding it into a simple structure