Aashirvaad aata STP, Brand Purpose & Brand idea. Aashirvaad aata marketing case study.

1. ANKUSH KAPIL
FAVOURITEBRAND?
1

2. - What’s your favourite brand?
- Brand purpose
- STP
- Overall brand idea
- One engagement activity
TASKATHAND

3. THEQUESTION:FAVOURITEBRAND?
This is just for reference as it covers quite a good number of brands that were in my consideration set and in no way depicts actual Indian market

4. 3BASICNEEDS(ROTI,
KAPDAANDMAKAAN)
- Do we have a
clothing
brand?
- Do we have a
national real
estate brand?
- Do we have a
national brand
for roti (it’s
quite literal but
do we?)

5. HISTORYOFBRANDING
1950 1960 1963 1990 ?
Consumer packaged goods companies like
Procter and Gamble, General Foods and Unilever
developed the discipline of brand management
The "Mad Men" era of the
1960s saw an explosion of brands
Clothing brands market boomed
in India on a national level
Real Estate brand launched in India
Roti: how long it took to launch a national
brand that focussed on
the most important basic need, “Roti”
Source:
1. https://www.theatlantic.com/business/archive/2011/10/how-brands-were-born-a-brief-history-of-modern-marketing/246012/
2. https://www.inventiva.co.in/trends/top-10-best-clothing-brands-in-india/

6. MAY2002:BORNTOBEAKING
- Aashirvaad is India’s No. 1* Atta Brand,
trusted by over 3.5 Cr Households
- ITC's Aashirvaad becomes Rs 4,000 cr
brand in the wheat flour market with
around 28 percent market share
- The packaged wheat flour market in
India was pegged at Rs 20,000 crore by
the end of FY2020-21, growing at a
CAGR of almost 21%.
-
Source:
1. Economic Times 2018: https://economictimes.indiatimes.com/industry/cons-products/fmcg/itcs-aashirvaad-becomes-rs-4000-cr-brand-forays-into-new-segments/articleshow/63188958.cms

7. “Creating value for stakeholders.”
- E-chaupal has helped the brand purpose of creating value for farmers, company (ITC),
retailers and customers.
- ITC has developed sustainable and inclusive value chains which enables the
Company to make a large & growing contribution to the twin priority
sectors of the economy, namely, Agriculture and Food Processing.
BRANDPURPOSE
Source:
https://www.itcportal.com/businesses/agri-business/e-choupal.aspx

8. STP
- Urban Population
- SEC A & B
- Nuclear families
- Age 25-45
- Main focus markets -
North, West and Central
India
CUSTOMERS
- Young women, young
mothers, working women
- Tier 1 and Tier 2 cities
- Shopping: Modern trade/
e-commerce
CONSUMERS
- Nuclear family members
- Consistent Quality: The
quality of the fulka or roti
determines the mood
around the dining table.
- Aashirvaad didn’t focus on
category creation
highlighting nutritional
benefits of aata. Instead,
they focussed on why
Aashirvaad aata is better
in terms of dough
preparation, quality of roti
and good quality wheat
grains sourced directly
from farmers
Source:
https://scroll.in/article/670473/rice-and-wheat-maps-of-india-rajasthan-doesnt-eat-rice-rotis-a-rarity-in-manipur
https://www.ikonmarket.com/market-research-report/packaged-wheat-flour-market-in-india-2020.html
https://www.itcportal.com/media-centre/press-reports-content.aspx?id=383&type=C&news=Atta-emotional-subject-Indians
SEGMENTATION TARGETING POSITIONING

9. Source
https://scroll.in/article/670473/rice-and-wheat-maps-of-india-rajasthan-doesnt-eat-rice-rotis-a-rarity-in-manipur
https://www.renupublishers.com/images/article/150542679302%20Agro%20Economist.pdf
SUPPORTINGPOINTS:CUSTOMERTESTIMONIALS&RESEARCHDATA

10. OVERALLBRANDIDEA
PET PACKAGING + FRESH AATA + EASY TO KNEAD DOUGH + SOFT ROUND ROTI
PROOF POINTS
BRAND PILLAR TRADITIONAL CHAKKI LIKE METHOD
BRAND PILLAR
CONSISTENCY + SUSTAINABLE + QUALITY
BRAND ATTRIBUTES
CONSISTENT QUALITY
BRAND POSITIONING
HAPPINESS HANDPICKED.
ATTA IS AN EMOTIONAL SUBJECT WITH INDIAN HOUSEWIVES.
THE QUALITY OF THE FULKA OR ROTI DETERMINES THE MOOD AROUND THE DINING TABLE.
BRAND IDEA
SOURCING FROM 6500 CENTRES
BRAND PILLAR
3 STEP CLEANING PROCESS
BRAND PILLAR

11. - Cause related marketing
- Piggybacking on “Aashirvaad-Boond Se Sagar”.
- Research findings suggest that water conservation cause will have positive impact on
the Brand and Brand should continue it’s association with the cause.
ENGAGEMENTACTIVITY
Source:
https://www.renupublishers.com/images/article/150542679302%20Agro%20Economist.pdf

12. Boond se Sagar campaign
Consumers who buy Aashirvad
products (atta, spices and salt) were
made aware that from its sale, a
worthy contribution was being made
to the water conservation efforts of
the nation.
Aashirvaad should aim at including
“Boond se Sagar” initiative details on
packaging and other touch points as a
pilot in tier 1 cities since the TG is
young working men and women.
This campaign should be supported
by digital location targeting campaign.
ENGAGEMENTACTIVITY

13. THANK YOU