Strategic Brand Shift for Desai Brothers Namkeen

Qualitative Research, Brand Strategy, Corporate & Portfolio Identity Design, Detailed Brand and Design
Guidelines Manual, Packaging Design, Brand Collateral Design, Sales- Marketing Alignment, Communication
Design Guidelines
Client: Desai Brothers Ltd.
©LokusDesignPvt.Ltd.,Pune,2020

Riding on the backs of an extremely strong network of distributors especially in the hinterlands of
northwestern India, Desai Brothers Ltd. forayed into the highly competitive packaged snacks industry.
However, as their brand grappled with poor customer preference and perceptions of inferior grade, their
sales plateaued.
The brand needed a cogent strategic direction for growth. We partnered with the Desai Brothers team to
decode the consumption drivers and preference patterns across their key market segments. We
transformed their brand from the inside out based on their inherent capability to straddle tradition and
modernity with the highest regard for human relationships.
Our efforts enabled the brand to generate an effective customer pull to achieve deeper penetration within
its existing markets and made it future ready in support of its aggressive growth agenda.

Commissioning of the study
Sample Planning
Discussion
Guides
Recruitment
Questionnaires
Recruitment
Pilot Interviews
Field Work
Transcription
Analysis
Report
Presentation
Research Process
144 Interviews
6 Centers
11- 50 Age Range
42 Retailers
6 Formats
3 States
1 Month
102 Customers
5 Categories
Research Plan
•  Psychographic & Demographic Profiling of customers: Who is
the customer? What are his preferences and priorities in life?
•  What is the customer’s attitude towards packaged snacks in
general and Namkeen, Extruded Snacks, Chips, Sweets and
Indian confectionery in particular?
•  What are their drivers, frequency & occasion for snacking?
•  Gauging the equity of Desai Brothers Namkeen at Mother
brand and product category level vis-à-vis the competition:
What do the customers think and feel about Haribhai Desai
Namkeen?
•  Which other brands are the customers aware of? How are
they positioned differently in their mind? Which ones do the
prefer and why?
•  What do the retailers have to say about Haribhai Desai
Namkeen brand and its products? What do they value?
Research Objectives
In-depth Qualitative Research

What are the key Motivations/ Drivers to snacking for Desai Namkeen target markets?
Snacking facilitates social
interaction – it’s the bonding glue
Snacking brings cheer to the
group, and is also company in
solitariness
Snacking is an accessible
indulgence, makes ordinary
moments special
Snacking breaks monotony of
routine
Snacking has reviving and
recharging capabilities
•  Awakening
•  Stop gap between meals
•  Fuel in just about enough – not
too heavy, nor too empty
•  Propel productivity
•  Induces interest
•  It’s that little twist that turns
around the dullness of schedule
•  Its the unusual, away from
routine.
•  It offers a feeling of being outside
–’restaurant type food’
•  Snacking is an easy luxury cue
owing trendy marketing efforts of
various brands
•  Snacking enhances fun moments
and add festivity to any occasion
•  It fills idleness seamlessly and
gives people something to do
•  It’s often addressed as TIME PASS
•  Snacking is very often an ice
breaker and conversation starter
– perfect thing to serve to guests
•  Snacking also allows continuous
conversations which builds
opportunities for getting along
Snacking in variety offers
continuous novelty
Snacking is an easy escape from
humdrum and stressful chaos of
routine life
Snacking is rewarding, in multiple
situations
Snacking helps commute and
reduces the anticipation to reach
destination
Snacking enhances focus and
concentration
•  Allows to focus on the task at
hand
•  Keeps the person ‘seated’ in one
place by giving a task to do
alongside - chewing
•  It’s a companion in long routine
journey
•  It’s offers something to do and
eases travel time
•  Sometimes also enhances
anticipation – helps to look
forward to something
•  Me time – after I have completed
entire day chores
•  After a tiring day at work
•  Snacking is little treat
•  My movie fun time
•  It’s a stress buster which allows
you to zone out from the tensions
of life
•  It transitions the mood and
environment
•  Influx of variety is amusing and
keeps getting them back to
packaged snacking
•  More importantly, variety feeds
on to the restlessness behaviour
by giving new and unexplored
regularly

What typical customer profiles dominate Desai Namkeen target markets?
Staunch Loyalist Aspirational Buyer Variety Seeker Health Optimizer Efficiency Seeker
•  Highly price sensitive and prefers
buying from subsidized stores or
supermarkets
•  On a look-out for schemes and
offers
•  Price and quantity ratio is the
foremost parameter during their
purchase
•  The ‘educated’ and health conscious
buyer who deeply looks into the
contents of the product
•  Price is secondary for this segment
of buyers as they don’t want to
compromise on health
•  They try and curb their impulse
buying and either substitute it with
healthier options or reduce the
consumption
•  Have been purchasing the same
brand for years and do not wish to
change
•  There is also an emotional
engagement with the brand –
coming down from generations
(specifically for namkeens)
•  This segment is looking at upward
mobility
•  They want to move over small
regional brands and unbranded
products in their palette
•  Eating branded snacks is also a
matter of social status for them
•  Most receptive to new products and
brands in the market à Picks up
anything new that interests him / her
in terms of flavour or variant and
even discusses them with others
•  Loves experimenting with the base
product
•  New variant is the key trigger for trial
but ONLY good taste will turn them
into loyalists
•  Communication of a brand around
‘urban, rich and a go-getter’ fits their
liking
•  Concerted efforts towards premium
packaging like ‘Nachos or Lays’ or a
‘Bikaji or a Haldiram’
•  Special promotional campaigns at
big supermarkets to gather buzz and
give an up-market feel
•  Most difficult segment to break into
•  Brands which are consistent in taste
and branding over the years makes
them stay loyal; any deviation from
the original taste will risk the brand
•  Introduction of ‘healthy variants’
under various categories
•  Eg: Limited portion packs for less
consumption – projecting the
smaller SKUs more towards ‘portion
control but still not reducing
indulgence’ theme
•  Highlighting nutritional profile of the
product- though an understanding
of calories is not there, but a ‘low
calorie’ proposition is liked
•  This segment can be easily targeted
with enhanced promotions and
schemes at point of purchase
•  Offerings like extra quantity can be a
success to penetrate
----------Implications for Desai Namkeen----------

Strategic Brand Shift Workshop

Asli Bikaneri; Strong
Bhujiya association
Premium Namkeen;
large variety
Social bonding glue;
youthful
More VFM but not
very premium feel
Jolly, Escape from stress/
humdrum; jmiddle aged
High quality;
Premium
Festive,
Celebratory,
Traditional
Tedhapan: Mad,
Quirky, Loud, Bold;
Family
Exciting; Strong flavours;
Shapes- Har Angle se
mmm…
Sweets Namkeen ConfectioneryChips Extruded Snacks
Sweets
Consumer Profile:
Age: 20-40 years
SEC A2/ B1/ B2 Health Optimizer,
SEC B1/ B2/ C Aspirational Buyer
Category Code:
Delectable taste, Traditional name,
Higher shelf life, Product hygiene,
Packaging hygiene, Vibrant, fresh
product, packaging, Appealing
feel/ texture of produt
Desai Consumer Proposition:
•  Visually attractive packging
•  Upmarket brand image/
perception
•  Traditional brand image/
perception
Desai Positioning Platform:
•  Indulgence- make ordinary
moments special
Core Category
Namkeen
Consumer Profile:
Age: 30-45 years
SEC A2 Variety Seeker, SEC B1/
B2/ C Aspirational Buyer
Category Code:
Delectable taste; Traditional
name; Many variants; Product
hygiene; Packaging hygiene;
Vibrant, Fresh product, packaging
perception
•  Visually attractive packaging
•  Homely Indian flavours/
variations/ combinations-
frequent refreshes
Desai Positioning Platform/s:
•  Ice-breaker/ conversation
starter; Facilitates bonding with
close ones
Chips
Consumer Profile:
Age: 18-30 years
SEC B1/ B2 Efficency Seeker, SEC
B1/ B2/ C Aspirational Buyer
Category Code:
Delectable taste, catchy/ engaging
communication, lightness of
product, easy availability
perception
•  More gm/ Rupee, pieces/
pack
Desai Positioning Platform:
•  Reviving/ Recharging/ Exciting
break from the routine
Extruded Snacks
Consumer Profile:
Age: 11-30 years
SEC A2/ B1/ B2 Health Optimizer;
SEC B1/ B2 Efficiency Seeker
Category Code:
Bold colours, flavours, shapes;
Innovative flavours/ variations/
combinations; Catchy brand/
variant names; Delectable taste;
Many SKUs
•  Healthy snacks
•  More gm/ Rupee, pieces/
pack
Desai Positioning Platform/s:
•  Fun extruded snacks
Confectionery
Consumer Profile:
Age: 11-15 years
Bonding/ Connections/ Relationships/ Warmth/ Affection/
Conversations
POSITIVE VALENCE SHARED VALUES
Ability to effectively straddle
tradition and modernity
Tradition, Hedonism/ Stimulation
PURPOSE FUNDAMENTAL NEEDS
Connect & Empower
“To revive warmth in bonds”
•  Love/ Connection
•  Variety
PROMISE/ MISSION
A host of high quality and packaged snacks
for all occasions and usage that deliver
novel/ innovative experiences while
effectively straddling tradition with
modernity
…drives
VISION
PERSONALITY
“Companion/ Saathi”
Rooted, yet modern, Enabling,
Inclusive, Cheerful, Imaginative
OFFERINGS
IDENTITYARCHITECTURE
House of Sub- Brands
Pitaara, Pitaara Chipseez, Pitaara
Zabarmast
…drives
POSITIONING
Packaged Snacks:
Namkeen, Extruded Snacks,
Chips
Desai Snacks Brand Strategy Development
Strategic Brand Shift Workshop, Brand & Portfolio Strategy

Strategic Brand Shift Workshop, Brand & Portfolio Strategy
Contemporary
Aspirational
Accessible
Authentic

Brand Architecture, Corporate & Portfolio Identity (Nomenclature + Visual Identity) Design
Branded House
Family Brand:
House of Sub-brands
Endorsements:
House of Brands
House of Brands
All products carry
Brand name
Product weight =
Brand weight
Product weight >
Brand weight
Independent
Product brands
Same
identity
Different
Identity-
proposition based
Umbrella
as driver
Co-drivers
Strong
endorsement
Linked
name
Token
endorsement
Shadow
endorser
Not
connected
•  Creating effective consumer mindshare
through Brand connect and better
product variety as well as quality
•  Higher impact achievable with
appropriate branding and marketing
efforts
•  Dissociation from the Beedi business
and strengthening Food competency
•  No rub-off of the Master Brand
•  Offers a new space for the Category
Brand
•  Extruded Snacks
Sub-brand
•  Chips Sub-brand
Define the Brand Architecture: Outcome
Namkeen
Master Brand
Corporate Brand
Namkeen Master Brand
Sub Brands
A “Genuine” Saathi
An “Anytime” Saathi: More Enabling An “Fun” Saathi: More
Imaginative/ Cheerful

PITAARA Hindi for Treasure, Sharing, Discovery, Variety, A Little World
•  Citric Yellow background connotes traditional rootedness while the Royal Blue of the type
brings the contemporary appeal
•  The font is a contemporary rendition of the finesse within traditional Indian scripts and
calligraphy
•  The brackets shape symbolizes such coming together/ bonding/ forming of connections
•  The Golden finish highlights the everlasting character of the connections formed
Pitaara Logo expresses coming together of the traditional
and the contemporary
•  Proposition: Reviving Warmth in Bonds with Novel Experiences
•  Personality: Genuine Companion
•  Attributes: Enhancing, Adding, Reviving
•  Aspirational (for core consumer)
•  Straddles Tradition with Modernity
•  Universally understood (not regional)
•  Easy to pronounce and recall
•  Ownable/ Unique
•  Extendable
•  Everyday occasions/ situations that are
treasured/ made special
•  Common men and women
•  Cheerful, Inclusive/ Accommodating
•  Everyday occasions/ situations that are
treasured/ made special
•  Day-to-day recipes
•  Cheerful, Imaginative
Brand Illustrations
Brand Illustrations
Reviving Warmth in Bonds…
…through novel experiences
Master Brand Identity (Nomenclature + Visual Identity) Design

Overall design encourages the consumer to
interact with the product range and the pack
Wooden texture along with the product shot
laid out within a home-like environment brings
tradition, warmth and genuineness
Authenticity of each variant conveyed through
rich colours and regional textile patterns
Novelty experience of each flavour depicted
through accompaniments
Visual perception of wrapping around and
binding all the packs together into one family
Product Imagery
Bowl Serving | Genuine | Personal Touch | Ornate
•  Product descriptor- prominent
logotype or label unit
•  Imagery- Served in a bowl, with or
without table setting OR product
window (texture)
•  Mass Appeal (Frills)
–  More Colours
–  Actual product (genuineness/ nothing
hidden)
–  Block-style typefaces
–  Glossy treatment
•  Aspirational Value (Finesse and
Experience)
•  Indian- Richness (texture), Subtle flourish in
typeface, Accessories in Food imagery,
Complexity in shapes (ownable)
•  International- Home-like or a Personal touch
•  Blend of Masculine and Feminine
Attributes (Universal Look & Feel)
•  Feminine: Elegance, colour harmony, intricacy
•  Masculine: Boldness and visual contrasts,
depth
•  Youthfulness: Vibrance, Vitality
Insights: Packaging Design Code (Namkeen)
Colour Palette
Packaging Graphics Design

Packaging Graphics Design

Communication Collateral Design

Retail
Branding

Why are we undergoing this transformation?
How will it help the brand & the organization?
Doesn’t it take a lot of time, money & efforts to
build a new brand? Is it worth it?
Will the transformation negatively affect the
markets where we were doing very well?
How do we communicate the transformation
to customers & retailers?
What implications does the transformation
have on our people, processes and products?
What implications does the transformation
have for our customers and retailers?
Workshops for Marketing- Sales Alignment

Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300

Strategic Brand Shift for Desai Brothers Namkeen

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