Detailed Brand study on iD fresh foods

1. DONE BY
GROUP NO:- 05
MEMBERS
JERIN B MONACHAN
ABIN CHANDRAN
ROY PAUL
KHADHEEJA SHARAFUDHEEN
YADHU KRISHNAN U
AKHIL R

2. About id
•Founded in 2005
•started out with one small store.
•Now- serve homes across the country, Middle East and the US.
•Motto - Always been to serve fresh and home-made food to everyone.
•Started selling Idly and Dosa batter in Thippasandra market in Bangalore have now grown ten folds..
•VC firm like Helion Ventures decided to invest Rs.35 crore in the this Food startup called – ID FRESH
FOODS

3. Man behind iD
P C MUSTHAFA
(CEO of ‘iD Fresh Food’)
From an School dropout to an IIM graduate.
Mustafa focus always has been the backbone of
id.
P C Mustafa- son of a daily wager - grew up in
Chennalode-a remote village in Wayanad
district.
Mustafa is listed by Forbes India as "Tycoons
of Tomorrow"

4. Product Mix of id
NATURAL ORGANIC
IDILI & DOSA BATTER
MALABAR PAROTA
NATURAL PANEER
RAGI IDILI & DOSA BATTER
RICE RAVA IDILI BATTER
WHOLE WHEAT PAROTA
WHOLE WHEAT CHAPATHI
WHOLE WHEAT & DOSA BATTER
FILTER COFEE DECOCTION
VADA BATTER
ORGANIC IDILI & DOSA BATTER
ORGANIC MALABAR PAROTA
ORGANIC RAGI IDILI & DOSA BATTER
ORGANIC WHEAT PAROTA
ORGANIC RICE RAVA IDILI BATTER

5. STRUCTURE OF THE COMPANY
SHAMSUDHEEN T K
(DIRECTOR)
JAFAR T K
(DIRECTOR)
NOUSHAD T A
(DIRECTOR)
P C MUSTHAFA
(CEO OF THE COMPANY)
Oversees production
operations
ABDUL NAZAR
(DIRECTOR)
Oversees product
development
Sales &
Distribution
Human resource
management

6. PLC of id
Introduction
•Mustafa - started the business with his
cousins
•In 2008-the cousins rented a 50-square-
feet kitchen and a grinder. The batter was
delivered on a scooter.
•STRATEGY-100 per cent natural. No use
chemicals or preservatives
Growth
•By 2010-the company sold 2,000
kg batter a day.
•Annual revenue - Rs 4 crore.
•2014/15- Id sells 40,000 chapatis,
2 Lakh parotas and 2,000 packets
in a day. (Parotas accounted for 40
per cent of ID's Rs 62-crore
revenue)
Maturity
•iD today sells in eight cities -
Bangalore, Mysore,
Mangalore, Chennai, Mumbai,
Hyderabad, Pune and
Sharjah. ID now employs 650
people, touching more than
10,000 stores a day.
•Serves 1 million idili/day

7. PRODUCT LEVELS
Ready to
cook
& Ready
to eat
Good taste
with proper
nutrition
levels and
good health
Proper and
good
packaging

8. PERCEPTUAL MAPPING
HIGH PRICE
H
I
G
H
F
R
E
S
H
N
E
S
S
L
O
W
F
R
E
S
H
N
E
S
S
LOW PRICE
ASAL
iD
CHEF’S
CHOICE
HALLI
MANE

9. PERCEPTUAL MAPPING
HIGHLY ORGANIC
G
O
O
D
P
A
C
K
I
N
G
B
A
D
P
A
C
K
I
N
G
LESS ORGANIC
ASAL
iD
CHEF’S
CHOICE
HALLI
MANE

10. BRAND ARCHITECTURE
Vada batter Idly & Dosa Batter Filter Coffee Decotion

11. Advertisement & Communication
Mainly- Advertisement on Youtube
Campaign – Few marketing campaigns which have garnered great response like the Trust
Shop, Mother’s Day, Independence Day campaign etc.
Launched another campaign called ‘Meet Your Neighbor’ which attempts at bringing world
closer, starting with neighbors. iD would be the catalyst in bridging the gap between
neighbors and creating new friendships.
Mustafa - strongly believed that if the product was packaged right, and customers were
serviced properly, half the marketing was done.

12. Advertisement & Communication
iD used a 360-degree branding and marketing approach through various communications like
Above the line advertising (ATL), Below the line advertising (BTL), digital marketing, social media
marketing and building public relation.
ATL - IRA-International Journal of Management & Social Sciences 26, gantry advertising, attractive digital
screen display at airport and metro stations, television advertising, especially in regional channels,
newspaper advertisement, radio advertisement
BTL- promotion, iD used displays and hoarding at the point of sale, in a retail store, and YouTube viral.
id - took special care for creating public relation by attending press interviews, tv releases, trade shows,
conferences, talk shows etc.

13. BRAND EXTENSION
Till now no brand extension of iD has happened..
iD still focuses on developing products from the same
category, ie; Fresh Foods.

14. BRAND ELEMENTS
BRAND NAME:- . iD named after Idly and Dosa, started in Bengaluru, in 2006 as a niche to cater the
need for readymade Dosa Idli batter with no big competitors and captured the RTC food market by
producing preservative-free quality batter customized to local taste and palate.
TAGLINE:- “IT’S FOOD,ONLY FOOD”
PACKAGING:- The preparation of iD food products followed the ultra-hygienic process in HACCP
(Hazard analysis critical control point) compliant factories. After introducing the “Vada Batter” in handy
pouches in 2018, the company filed a patent for its innovative packaging. The product was a great hit in
the market and it helped iD to penetrate more. In the health food segment, iD also introduced “Ragi
Batter” and batter made of Oats and other millets, iD had introduced a “transformed pouch” pack for
dosa, idly batter with the boat-shaped bottom, which would work as a tub for storage for left out content.

15. BRAND ELEMENTS
BRAND PURPOSE - READY TO COOK FOOD.
BRAND IDENTITY- PACKING
BRAND PROMISE – PURELY ORGANIC
BRAND PERSONALITY – SINCERITY & COMPETENT

16. BRAND POSITIONING
Postitioning on premium customers, products of iD were slightly high priced than the available competitors’
products.
Consistent quality of products, no compromisation on that end.
iD encouraged the non-cash payment mode and offered some Paytm cashback offers. It also offered
various value packs like combo pack, family pack etc. to cater to the needs of customers.
iD even experimented with disruptive marketing activities like “Trust shop” at limited places where the
products were sold through vending machines. Customers had the option of taking it free and pay back if
satisfied.
The very recent ad campaign launched by iD was “MYN-Meet your Neighbour” which was all about bringing
communities together by inviting neighbours to join a home-cooked meal.
USP (unique selling proposition) of iD fresh food - its authentic recipe, using high quality freshest
ingredients and added no chemicals.

17. THANK YOU