Carotino 090709 R2


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Carotino 090709 R2

  1. 1. Carotino (India) Private Ltd. Brand Strategy & Design Consultancy 9 th July 2009
  2. 2. Carotino I Business & Brand Objective
  3. 3. Vision- To Become a Leading Neutraceutical Company Carotino I Business Objective India's edible oil consumption is 12 million metric tonnes per year and Carotino are looking at about 150,000 metric tonnes per year Carotino I Brand Objective
  4. 4. Carotino I Products & Target Audience
  5. 5. Carotino I Product Offerings *Source- Export Retail Commodity Confectionery Deoiled Soya Lesithin Carotino Classic RBD Palm Olien Margarine Richine Beta Carotino Standardized Soya Lecithin(Liquid) Humlog Glycerin USP Grade Margarine CaroFry CF50 Palm Mythle Ester Palm Fatty Acid Distilate
  6. 6. Carotino I Target Audience <ul><li>Attributes of User Group </li></ul><ul><ul><li>Hectic Routine </li></ul></ul><ul><ul><li>Busy schedules </li></ul></ul><ul><ul><li>Long working hours </li></ul></ul><ul><ul><li>Work-life imbalance </li></ul></ul><ul><ul><li>Irregular eating habits </li></ul></ul><ul><ul><li>Heavy dependence on junk food </li></ul></ul><ul><ul><li>Shopping in malls / supermarkets </li></ul></ul><ul><li>Target User Group </li></ul><ul><ul><li>SEC: A1/ A2 Families </li></ul></ul><ul><ul><li>Affluent Health-Conscious Indian Middle Class </li></ul></ul><ul><ul><li>People who go to the Gym Regularly & are Diet-Conscious Community </li></ul></ul><ul><li>Key Decision Makers / Influencers of User Group </li></ul><ul><ul><li>Housewives </li></ul></ul><ul><ul><li>Doctors / Specialists / Dieticians </li></ul></ul><ul><ul><li>Gym / Fitness Instructors </li></ul></ul><ul><ul><li>Chefs in Cookery Shows </li></ul></ul>
  7. 7. Carotino I Consumer Behavior
  8. 8. * Visual representation only Carotino I Consumer Buying for Food Products: Factors for Buying Decision
  9. 9. Exposure & Awareness Perception Repeat Purchase First Purchase ATL, BTL, Cookbooks, Cookery Shows, Mindshare, Social Events/ Chats/ Discussions Word of mouth, Referrals Visibility, Value: Cost- Benefit Process/ Steps & Influencers: Target Audience I Consumer Buying Process
  10. 10. Perception Tactile Performance Re-Assurance Purchase Re-Purchase Purchase Packaging & graphic Influence the Buying Decision at this stage Purchase Target Audience I Factors Affecting Buying Decision in Modern Trade Cost is not an issue Consumer Mindset is the concern
  11. 11. <ul><li>Very low Visibility at Pont of Sale-Especially Modern Trade </li></ul><ul><li>Non Premium / down market communication on products </li></ul><ul><li>No Communication of Benefits of using the product before selection </li></ul><ul><li>Too many questions, all answers are not available, consumer doesn’t know what to do </li></ul><ul><li>Dilemma of Health Vs Cost can make or mar the buying decision </li></ul><ul><li>No takeaway / communication through which the customer can remember the brand </li></ul><ul><li>No recall generation mechanism in place </li></ul>Target Audience I Current Touchpoints - Gaps
  12. 12. Competition I Brand Identity & Communication
  13. 13. Carotino : Categories Key Messaging Carotino Classic oil Humlog CaroFry CF50 Margarine Richin Beta Carotino Margarine Health Assurance Kiya Kya? Palm oil for healthy daily Cooking Healthy oil for deep frying Enriched Beta Carotine Enhances texture and mouth feel of baked products Uniquely enriched in natural pro-Vitamin A and Natural Vitamin E A good natural source of Lycopene and Co-enzyme Q10 Ideal for all culinary needs Ideal oil for Deep frying. Best for regular cooking. Rich in carotenes and vitamin E High smoke point (240) High oil stability index Longer fry life Specially formulated to enhance and mouth feel of baked products Gives the product a rich golden yellow color Natural blend of Carotenes, Tocopherols and Tocotrienols
  14. 14. Good for heart Dil Ko Rakhiye Jawan Aapke Haath Mumkin Har Baat <ul><li>Helps reduce Cholesterol </li></ul><ul><li>Absorbs less into your food </li></ul><ul><li>Balance between health and taste </li></ul><ul><li>Incorporating the latest technological advances in all our products </li></ul><ul><li>Good quality light edible oil </li></ul><ul><li>Light and healthy cooking medium </li></ul>Competition I Brand Communication
  15. 15. The Healthy Oil For Healthy People Anokhi Shudhta Anokha Asar <ul><li>Consistency in quality and supplies </li></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Taste </li></ul></ul><ul><ul><li>Lightness </li></ul></ul><ul><ul><li>Vitality </li></ul></ul><ul><li>High purity </li></ul><ul><li>Free flowing </li></ul>Competition I Brand Communication
  16. 16. Ab Bas Toot Pado <ul><li>Aroma and flavor </li></ul><ul><li>Makes food delicious </li></ul><ul><li>Long shelf life </li></ul><ul><li>Healthy, natural and light in taste & appearance </li></ul>Competition I Brand Communication
  17. 17. <ul><li>Stay light and active </li></ul><ul><li>Indulge in your favorite foods without guilt </li></ul><ul><li>Knowing that you have the trusted quality of Cargill </li></ul><ul><li>Aroma and flavor </li></ul><ul><li>Makes food delicious </li></ul><ul><li>Long shelf life </li></ul><ul><li>Healthy, natural and light in taste & appearance </li></ul>Khao Lite, Jiyo Lite! Competition I Brand Communication
  18. 18. Olive oil products
  19. 19. Carotino I Why Change?
  20. 20. Trusted Global Modern Experienced Not widely known in Indian Markets Carotino I Brand Values
  21. 21. New brand relationships Redefined value propositions More consumer awareness Emerge as premium health product company Market penetration Why Change?
  22. 22. Changing needs From Media Bombardment Single USP From Generic Fragmented Products From Market Share ‘ Good for heart’ Emotional Connect Bundled Benefits Expert Portfolio of Health Products Mind Share Holistic Development What has changed? Concerned over Unbothered Brand over Needs Health over Cost Premium Product over Cost
  23. 23. Product Offering & Quality no more the differentiators
  24. 24. Rich Product Ingredients no more an USP
  25. 25. Incrementalism is then the name of the game
  26. 26. Soon everyone is a Master
  27. 27. How does Brand Carotino measure V/s this change?
  28. 28. Though there are variety of Product offerings… The question is, are they the best in holding sizable mindshare?
  29. 29. Current Touch points & Communication Non Communicative Poor Brand Recall & Visibility Stereotypical & Me too look: Olive Oil Does not exude Superior Health Benefits Mediocre Imagery Non Utilization of Consumer Touch points Not in sync with the vision
  30. 30. Carotino I Brand Strategy
  31. 31. Everyone is offering the same Everyone is a Master
  32. 32. The challenge is to communicate Superior Health Benefits across variety of Product offerings… <ul><li>To Engage & Connect to the Evolved TG </li></ul><ul><li>To Establish Premium, Healthy, Trusted Brand/ Products </li></ul><ul><li>For Better Mindshare </li></ul><ul><li>To be able to Drive Sales </li></ul>
  33. 33. How do we Differentiate? How do we create Brand Awareness & Recall? How do we Connect Customer to the Brand? How do we Create Sizable Mind Share? Challenges
  34. 34. Carotino I SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Core Competence in Healthy Oils </li></ul><ul><li>Strong Health Benefits </li></ul><ul><li>Global outlook </li></ul><ul><li>Weakness </li></ul><ul><li>Weak Communication: Doesn’t emotionally connect to TG </li></ul><ul><li>Low Visibility & Awareness </li></ul><ul><li>Lower Acceptance to Premium Cooking Oil </li></ul><ul><li>Lower spends on Brand Activation & Mass Media </li></ul><ul><li>Late Entrant </li></ul><ul><li>Opportunities </li></ul><ul><li>Growing Middle Class’s Greater Attention to </li></ul><ul><li>Personal Health Care </li></ul><ul><li>Stressful Lifestyle & Reducing Immunity Levels </li></ul><ul><li>No Major Player in Competition </li></ul><ul><li>(Between Olive Oil & Saffola) </li></ul><ul><li>Niche Market </li></ul><ul><li>Threats </li></ul><ul><li>Health Vs Cost Dilemma of Consumers </li></ul><ul><li>High brand perception of competition </li></ul><ul><li>Perceived as too premium </li></ul><ul><li>Taste Assurance </li></ul>
  35. 35. Carotino I Brand Positioning
  36. 36. Value - Value + Non-Healthy Healthy Carotino I Positioning * * Based on Visual representation only Olive oil Local Brands Premium Cooking Oils
  37. 37. BRAND PROMISE To deliver Premium Health Benefits
  38. 38. BRAND PERSONALITY Premium. Healthy. Trusted.
  39. 39. VALUE PROPOSITION Premium Healthy Lifestyle
  40. 40. Carotino I Brand Road Map
  41. 41. Year 1 Year 2 Year 3 Brand Objectives Establish Carotino’s Product range and key USP’s across categories Position Carotino as a Premium and Preferred Cooking Oil brand Instill, Establish & Drive Sales Create Brand Awareness & Imagery Achieve Sizeable Mindshare Possible Brand Expansion to other Health Products Consolidate & Gain Mindshare & Market share Leverage Premium Positioning for Value & Sales Benefits Leverage Brand Equity to Capitalize on Portfolio of Products Maximize & Benefit
  42. 42. Carotino I Communication Strategy Development
  43. 43. <ul><li>Objective </li></ul><ul><ul><li>To position Carotino as the Leading brand offering: Premium cooking oil with real health benefits </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>To effectively use the media mix, get the brand in the top buying consideration for Premium/ Healthy cooking oil </li></ul></ul><ul><li>Long-term goal </li></ul><ul><ul><li>To establish the brand as the most preferred brand in its category </li></ul></ul><ul><li>Short-term goal </li></ul><ul><ul><li>To create high visibility and announce the entry of Carotino </li></ul></ul><ul><ul><li>To create awareness about health benefits of Carotino </li></ul></ul><ul><ul><li>Achieve Penetration & Mindshare on Premiumness & Health </li></ul></ul>Carotino I Communication Goals
  44. 44. Brand mantra is ` when the consumer is confused, the brand is refused .' To rebuild the brand, project them as oils of the highest quality, consistent with the ….. image . The packaging graphics needs to be tweaked. The packaging also carries a purity seal saying `the same pure taste.' The company hopes that this will gain it awareness and trial . The advertising will be a mix of television and print . Direct marketing efforts will see in-home sampling in towns and cities to acquaint consumers with the brand& benefits. There will be in-store promos as well. The company needs to grab the consumer with a variety of messages… The positioning to be adopted will be that….. &quot; Creates magical moments by transforming the way the food looks, tastes and makes you feel .&quot; There is a need for other brands &need them to launch other kinds of products, such as a brand based purely on the health platform. Carotino I Brand Mantra
  45. 45. <ul><li>Part I Strategy Development </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Product concept development and brand positioning </li></ul></ul><ul><li>The many ways of seeing health </li></ul><ul><ul><li>The &quot;wellness generation&quot; </li></ul></ul><ul><ul><li>Health products stumble </li></ul></ul><ul><ul><li>The information overload </li></ul></ul><ul><ul><li>Choosing a personal path to health </li></ul></ul><ul><ul><li>Just one trend among many </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Cash-rich, time-poor </li></ul></ul><ul><ul><li>Women: Upper Middle class and Higher class </li></ul></ul><ul><ul><li>Increase in single-person households </li></ul></ul>Carotino I Part I Strategy Development
  46. 46. <ul><li>The value chain starts in the mind of the consumer </li></ul><ul><li>The Ambition: Adding Hi-Tech to food for higher added value </li></ul><ul><li>Hi-Tech = innovations in technology& Science </li></ul><ul><li>Hi-Touch = innovations in marketing </li></ul><ul><li>Producer Value or Consumer Value? </li></ul><ul><li>Applying the lessons from the food market </li></ul><ul><li>Corporate culture can define whether your company chooses Hi-Tech or Hi-Touch </li></ul><ul><li>Production-centered businesses </li></ul><ul><li>Consumer-centered businesses </li></ul><ul><li>Is your marketing about science push or consumer pull? </li></ul><ul><li>Carotino I From Hi-Tech to Hi-Touch: Science Push or Consumer Pull? </li></ul>
  47. 47. <ul><li>Targeting The Different Stakeholders Of Health </li></ul><ul><ul><li>Lifestyle stakeholders </li></ul></ul><ul><ul><li>Brands with lifestyle appeal </li></ul></ul><ul><ul><li>Mass market consumers </li></ul></ul><ul><ul><li>Functional foods marketing strategy: develop the market, stakeholder by stakeholder </li></ul></ul><ul><ul><li>Using the Functional Foods Marketing Model </li></ul></ul><ul><ul><li>Why target a niche in the mass market? </li></ul></ul>Carotino I Targeting The Different Stakeholders Of Health
  48. 48. Carotino I Touchpoints
  49. 49. Touchpoints Point of sale-In store branding My Cookery Page Email Dealer Gifts to Premium Health Clubs (mugs / coasters / calendars) Gifts / Takeaways (card holders / keychains / Watches) Media Mix Website Kiosks Health/ Fitness Magazine Lifestyle Magazine Invite for a Social Event Newsletter / Direct Mailers Print ads (Magazines) Social Event Branding Internal / Branch Branding Product Leaflets at Modern trade Sponsorship <ul><ul><li>Golf tournament </li></ul></ul><ul><ul><li>Weight reduction/ gain Competition </li></ul></ul><ul><ul><li>Talk Shows on Lifestyle TV Channels </li></ul></ul><ul><ul><li>Health management seminars </li></ul></ul><ul><ul><li>Social Gatherings- </li></ul></ul><ul><ul><li>Social Discussions/ Chats </li></ul></ul>
  50. 50. <ul><li>Sponsorships to- </li></ul><ul><ul><li>Cookery Show & Events at Star Hotels/ Restaurants </li></ul></ul><ul><ul><li>Golf/ Weight Reduction/ Gain Competitions </li></ul></ul><ul><li>Kiosks at: </li></ul><ul><ul><li>Up market Areas/ Corporate Parks </li></ul></ul><ul><ul><li>Premium Gymnasiums/ Fitness/ Leisure Destinations </li></ul></ul>Carotino I Touchpoints – New Possibilities
  51. 51. 1. Health ( Helpful, Transformative) 2. Fun/ Family/ Taste + Health (Tasty, Enjoyable) 3. Class ( Recipes/ Cook Books/ Chef) + Health (Confidence, Pride) Carotino I Brand Entry Pathways
  52. 52. <ul><li>Health </li></ul><ul><ul><li>Positioning: Look at connecting to the- </li></ul></ul><ul><ul><ul><li>Gateway to good health </li></ul></ul></ul><ul><ul><ul><li>Active Life </li></ul></ul></ul><ul><ul><ul><li>Feels Good </li></ul></ul></ul><ul><ul><ul><li>Better way of living life </li></ul></ul></ul><ul><ul><ul><li>Reduce your weight </li></ul></ul></ul><ul><ul><ul><li>(Taste is a part of this pathway) </li></ul></ul></ul>Carotino I Brand Entry Pathway 1
  53. 53. <ul><li>BTL </li></ul><ul><li>Sponsorship </li></ul><ul><ul><li>Golf/ Snooker Tournament </li></ul></ul><ul><ul><li>Fitness/ Weight Gain/Reduction Competition </li></ul></ul><ul><li>Direct Mailers </li></ul><ul><li>Free Samples/ Gifts </li></ul><ul><li>Kiosks </li></ul><ul><li>ATL </li></ul><ul><li>Talk shows-TV, Radio </li></ul><ul><li>Health/ Fitness Magazines </li></ul><ul><li>Lifestyle magazines </li></ul><ul><li>Specialised Website </li></ul><ul><li>Web Banners </li></ul>Carotino I Brand Entry Pathway 1 I Promotion Route
  54. 54. <ul><li>Fun/ Family/ Taste+ Health </li></ul><ul><ul><li>Positioning: Look at connecting to the- </li></ul></ul><ul><ul><ul><li>Joy of eating </li></ul></ul></ul><ul><ul><ul><li>Ideal happy family </li></ul></ul></ul><ul><ul><ul><li>Gateway to garnished delicious food </li></ul></ul></ul><ul><ul><ul><li>Everyday moments of enjoying tastes </li></ul></ul></ul><ul><ul><ul><li>Grounded, real relationships & understanding </li></ul></ul></ul>Carotino I Brand Entry Pathway 2
  55. 55. <ul><li>BTL </li></ul><ul><li>Direct Mailers </li></ul><ul><li>Gifts / Takeaways (card holders / key chains / Watches) </li></ul><ul><li>Kiosks in Corporate Parks/ Commercial Spaces </li></ul><ul><li>Free Samples/ Gifts to Corporate Employees </li></ul><ul><li>ATL </li></ul><ul><li>Cookery Shows-TV </li></ul><ul><li>Cook Books </li></ul><ul><li>Health Magazines </li></ul><ul><li>Lifestyle magazines </li></ul><ul><li>Web Banners </li></ul>Carotino I Brand Entry Pathway 2 I Promotion Route
  56. 56. <ul><li>Class( Recipes/ Cook Books/ Chef)+ Health </li></ul><ul><ul><li>Positioning: Look at connecting to the </li></ul></ul><ul><ul><ul><li>The High Life </li></ul></ul></ul><ul><ul><ul><li>Because you deserve it </li></ul></ul></ul><ul><ul><ul><li>Limited Edition </li></ul></ul></ul><ul><ul><ul><li>Not for the Masses </li></ul></ul></ul><ul><ul><ul><li>Specially for you </li></ul></ul></ul><ul><ul><ul><li>As special as you are </li></ul></ul></ul><ul><ul><ul><li>(Taste is a part of this pathway) </li></ul></ul></ul>Carotino I Brand Entry Pathway 3
  57. 57. <ul><li>ATL </li></ul><ul><li>Cookery Shows-TV </li></ul><ul><li>Cook Books </li></ul><ul><li>Health Magazines </li></ul><ul><li>Lifestyle magazines </li></ul><ul><li>Web Banners </li></ul><ul><li>BTL </li></ul><ul><li>Premium Class Cookery Shows & Competitions at Star Hotels </li></ul><ul><li>My Cookery Email Accounts </li></ul><ul><li>Direct Mailers </li></ul><ul><li>New Product Samples/ Recipes/ Gift </li></ul><ul><li>Kiosks in Upmarket Areas </li></ul>Carotino I Brand Entry Pathway 3 I Promotion Route
  58. 58. Carotino I Brand Architecture What it can be What it need not necessarily be <ul><li>Rational </li></ul><ul><li>High Quality </li></ul><ul><li>Healthy </li></ul><ul><li>Enriched </li></ul><ul><li>Rational </li></ul><ul><li>Technological </li></ul><ul><li>Clinical/ Medicinal </li></ul><ul><li>Value for money </li></ul><ul><li>Emotional/image </li></ul><ul><li>Rich ingredients </li></ul><ul><li>Beneficial </li></ul><ul><li>Refined </li></ul><ul><li>Emotional/image </li></ul><ul><li>Empowered </li></ul><ul><li>In control </li></ul><ul><li>Transformative </li></ul>
  59. 59. <ul><li>Strategies To Enter The Market: </li></ul><ul><ul><li>Strategy 1: Leveraging nutritional assets </li></ul></ul><ul><ul><li>Strategy 2: New category creation & segment creation </li></ul></ul><ul><ul><li>Strategy 3: The functional foods make-over </li></ul></ul>Carotino I Strategies To Enter The Market
  60. 60. <ul><li>The Four Factors in action: Up & Go </li></ul><ul><ul><li>The first factor: Make your product the best solution to a need </li></ul></ul><ul><ul><ul><li>Finding changes in consumer behavior is one of the keys </li></ul></ul></ul><ul><ul><ul><li>Who, when and why - the key questions to find the best possible consumer </li></ul></ul></ul><ul><ul><ul><li>Old guys don't drink smoothies </li></ul></ul></ul><ul><ul><ul><li>Gatekeeper marketing </li></ul></ul></ul><ul><ul><li>The second factor: Accept the ingredient </li></ul></ul><ul><ul><ul><li>Find out what the consumer knows </li></ul></ul></ul><ul><ul><ul><li>What is this ingredient doing in this product </li></ul></ul></ul><ul><ul><li>The third factor: Understand the health benefit </li></ul></ul><ul><ul><ul><li>Consumers and health claims </li></ul></ul></ul><ul><ul><ul><li>Trust in the message </li></ul></ul></ul><ul><ul><ul><li>Feel the effect makes it easier to understand the message </li></ul></ul></ul><ul><ul><li>The fourth factor: Trust the brand </li></ul></ul><ul><ul><ul><li>Create Trust in the Brand (Trust in a new brand?) </li></ul></ul></ul><ul><ul><ul><li>Brand differentiation on expertise </li></ul></ul></ul>Carotino I Part II Brand Development
  61. 61. Carotino I Media Plan
  62. 62. ATL Plan (2009 – 10) May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Brand Strategy & Identity Website Designing Marketing Collaterals E-newsletters E-Mailers SEO Print Ads Social Events/ Chat shows Exhibitions
  63. 63. BTL Plan (2009 – 10) May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Modern Trade Displays Modern Trade Campaigns Sponsorships to Cookery Shows/Competitions Kiosks at Up market Areas Kiosks at Premium Gymnasiums/ Fitness/ Leisure Destinations
  64. 64. The Growth Catalysts