Plasticware | Go to market

1. Ratan Plastics
Nov 30th, 2016
Brand Strategy

2. Agenda

3. Where are we?
• A three decades old well established company & with a widespread network.
We are well identified on B2B grounds.
• A normal consumer/layman uses our product & is pretty happy with it but he
has no idea who are we or what is Ratan plastics.
• So our products are good, network is strong & we have a good manufacturing
capacity, all we need is
Consistent Brand Building & a great Brand identity, sharp positoning

4. Our core TG
• Millenialls- native digital consumers, born between the 1982- 1994 and who
have grown up during this digital age
• High spending individuals, well travelled, media savvy, living as nuclear families,
understand the value of convenience, value for money
• Brand Loyalty is very strong- 70 % of them are brand loyal
• 58% of these TG are willing to share information about themselves in order to
better align with brands- Coupons, offers etc

5. Market Scenario & agents of change

6. Housewares: Change agents
• High degree of urbanization,
• Proliferation of nuclear families and technological advancement, there have
been far-reaching changes in the nature of houseware products.
• Globalization has also brought about significant changes in cooking, serving and
dining habits..
• Long hours at work, shorter cooking times, era of not cooking everyday and
added convenience
• Healthy cooking habits

7. Competitive brands analysis

8. Competition
International
National

9. Competitive Brand positioning
International Brands:
Tupperware: Live smart Live confident
Rubbermaid: Home organisation products % solutions
Corningware : Universally versatile cookware
OXO: Best solutions for life’s everyday tasks.
Lock& lock: Multipurpose housewares
Indian MNC brands:
Milton: Intelligent homeware
Nayasa: Think fresh. Think Nayasa.
Princeware: Fine Homeware
Signoraware: smart cooking for smart people.
JOYO: Bringing joy of life to people

10. Brand Strategy - Ratan

11. Asking the tough questions!
Are our
products
inspiring?
Are we adding
value to the
customer?
Are we
communicating
enough?
Are the
products
solving ther
problems?

12. Our Product categories
Food storage
Kitchen preparation
Serving
Microwave
cookware
Bathware
Planters
Dustbins
Lunchboxes

13. The way forward
Demystifying
categories
Positioning
brand “Ratan”
Brand visibility
across various
touch points
Communicating
stories for each
category

14. Creating easy to understand customer products which can convey stories
Demystifying product categories

15. For e.g. Storage
Microwavable containers: Store & cook containers
Canisters for food storage: Replaces aluminum containers
Serving containers: Food server
Sweet box: Sweets containers
For pre cooked raws: Lentils storage
Fridge storage: Cooked/uncooked left over meals.
Crispy crunchy containers: Cookies, Biscuits, wafers, Indian Farsans etc.
Oversize containers: essential food storage {Rice, wheat etc.}
Multiuse containers- pop corn storage…….

16. ……..Building Consumer centric categories.
• Tumblers:
Sports tumblers.
---keep the home team hydrated with these sporty tumblers/ gym tumblers
Lunch boxes for kids:
---Divide and conquer meal time- where the boxes have a division for dry and wet food
---Make growing up a fun and healthy experience- stylish lunch boxes
Storage containers:
---Crispy crunchy goodness:
---oversize storage for all the staples you can store
---keep food more fresh for longer
Fridge storage containers:
Fridge smart containers/ freezermate
----Lets not waste food
----turn cooked or uncooked left overs into meals for later- simply freeze portions according to need
----Made to keep frozen food fresh

17. Brand Positioning

18. Rationale
2 routes for consideration:
Healthy living solutions
Make space for health

19. Brand Positioning
2 routes for consideration
Healthy living solutions
Make space for health

20. Building Brand RATAN
Increased
retail visibility
Product based
stories to
customers
Digital
engagement
Tactical
Engagement &
Enhancement-
customers and
retail

21. Perceptual mapping- competition

22. Perceptual map
Unorganised
Sector/Local players
Bad quality Imports
Value for
money Zone

23. Almost equal spends on Print & TV during FY 2015-16
High spends by Milton, in last 2 years and that too mainly on TV followed by Cello, Signora and Nayasa
High spend on Print by Cello & Signora

24. Social media

25. Activation

26. Social media

27. Animated Gifs

28. Animated Gifs

29. Social media

30. Our Creatives

31. Packaging label: Route 1

32. Packaging label: Route 2

33. Packaging: Route 1

34. Packaging: Route 2

35. Pack of 4

36. Poster

37. Retail store: Pillar branding

38. Outdoor

39. Bus shelter

40. Bus back

41. Store front

42. Thank you 