This document discusses the Smoothix brand launched by Kottaram Agro Foods in India. Smoothix offers millet-based beverage mixes in sachets and positions itself as a healthy alternative to snacks like chips and noodles. It faces challenges in competing with established packaged milk additive brands and overcoming preconceptions about millet-based products being inferior. Research found consumer interest in trying new ethnic drinks made of healthy ingredients like millets. The document analyzes Smoothix's marketing strategies using frameworks like the 4Ps, STEEPLE, SWOT and competitor analysis to inform decisions around positioning and promoting the brand.

1. Ethnic branding in
contemporary world:
Soulfull smoothix in Indian
context.
Group – 5
Tiasha Banerjee (120116)
Ujjwal Aaishwarya
(120117)

2. Company : KOTTARAM AGRO FOODS
• The company was established in the year 2011, launched brand named as
“Soulfull”.
• The company was indulged in making Ragi Flakes, Oats Millets meals,
Millet Muesli, Ragi Diets, and Diet Muesli with ragi as its main ingredient.
• Smoothix a true-blue brand that adds no preservative, no artificial colour,
or additives but a healthy diet consisting of ingredients like millets and
other age-old grains.

3. Dilemma for Decision makers
• Should Smoothix be positioned as a new concept brand?
• Should Smoothix rely on digital advertisement?
• Should Smoothix reposition competitive offerings that are unhealthy in
nature according to consumers?
• Should Smoothix get into sale promotion based on free trials?

4. CHALLENGES OF PRODUCT MANAGER
• To crawl into the mindscape of the customers caged by the
resemblance of Smoothix with several packaged products.
• The problem of preconceived notion among the mass of powdered
milk additives similar to Smoothix offering.
• The most challenging part of the brand was that of having no
intensions to compete with milk additives.

5. Millets : Revival of ethnicity
• The year 2018 was declared as Year of millets in India and 2023 as the global
year of millets.
• Three supporting factors:
Good for planet – Millets have low carbon footprint and requires less water,
pesticides and puts less stress on environment.
Good for farmer – Millets have potential to have better yields and affordable
to the marginal farmers.
Good for consumer – Millets are high on iron, zinc, calcium, folate , low GI
and gluten free.

6. 4 P’s and STP of Product
• Product – Soulful smoothix
• Price – 30 INR single sachet, 60INR for 2 sachet and free shaker, 150 INR
for carton of 5 sachet
• Place – Metropolitan and Tier 1 cities.
• Promotion – Ad campaign on screens and digital initiative by brand.
• Segmentation – Mem and women professional, high achievers, pushed
themselves beyond limits and indulgent with respect to food and parties.
• Target – Age between 20 to 40.
• Positioning – Healthy substitute food product over oily, spicy and
traditional snacks.

7. Kotler’s Competitor analysis
• Competitors – Fried snacks: Samosas, chaat, chips biscuits, noodles etc.
Cereal bars, Protein shakes, Juices, Beyond the shelf-Fruit
bowls and salads.
• Objective – To provide offerings during the Hungary moments of
consumers.
• Strengths – Convenience, acceptance, affordability and prolonged
unhealthy food habits of consumers.
• Weakness – Raising concern of consumer for unhealthy food habits, High
gluten content, concerns about freshness of product.

8. STEEPLE analysis of Product
• Social – Easily acceptable product as it is made of 12 ethnic ingredients.
• Political – The product contains ethnic cereals and millets. There are policies
deduced by the government to support millet farmers.
• Technological – The shakers and sachet packaging are brought to provide
convenience to consumers.
• Economical – Raw materials are easily available, so product pricing is Rs 30 for
single sachet, 60 for two sachet with free shaker, carton of five sachet at 150.
• Legal – No legal issues.
• Ethical – Product encourages the cultural food habit as well as provide healthy
food offering to consumers.
• Environmental – No adverse effect on environment instead millets the main
ingredients are good for soil fertility.

9. SWOT analysis of brand Soulfull Smoothix
Strength
 Smoothix contains millets, cereals, Pulses and 12 natural grains, high fibre, Low in glycaemic index, high protein content
and no preservatives with added jiggery.
 Burgeoning concerns of urban consumer toward adoption of healthy food habits.
 Flexible consumption occasion.
 Shakers provide convenience in consumption.
Weakness
 Decline in ethnic grains consumption among the consumer after green revolution.
 Lack of awareness among the consumer about the health benefits of millets and ethnic cereals.
Opportunity
 No other product in the market having same offerings.
 Brand can induce and encourage respect among the consumer who feels pride in their cultural and traditional food.
 Support for farmer can induce emotional connection among the consumer.
Threats
 Consumer may feels that it is made of ethnic grains so the product is of sub standard quality.
 Youths inclination towards tangy and piquant taste.

10. Decision
As per survey done of 73 individuals of varied profiles
• 76% agrees in having healthy food and beverages.
• 36% agrees that they will try new ethnic drink made of grains
• 40% agrees to try out millet based ethnic drinks.
So, the number shows that they should go ahead with this product.
Positioned as new healthy ready to mix beverages and relying on digital
advertisements.