Communication Strategy (Print Advertisements)
Pillsbury- "Ready to Cook" Category Launch (Savoury & Sweet Blend)
“Projects Handled”
Brand Positioning Of CHOCOS Semiotic Analysis Fun & Nutrtion
Brand Seed:
Nayee Soch Nayee Kalpana
Methodology: Field Visit Insight Building for Consumer Needs
Deriving Brief for Copywriting , Photo Shoots and Concepts for Advertisements. FBI Analysis for Competitors, Communication Artworks, Product Shoot Print Ad Launch
Field Visit : • Markets Of Delhi & Ludhiana
Findings:
Competition Metrics 1
Communication Plan: • 1st advertisement : Bottle range • 2nd advertisement : Complete Dining range • 3rd advertisement : Dining table shot with family
Competition Metrics 2
Communication Concepts: Route 1: Affordable Glamour
Route 2: Add taste to everyday meals Route 3: Naya-sa
Result: Blend Route1 & 3
Mood boards:
Modern | contemporary | stylized
Naya-sa | Something New | Fresh
Features + Brand:
FBI Analysis:
Talk about the promise that only this brand can offer Talk about the promise that only this brand can offer
F
B
+
Features
Brand These ads talk about the Masterbrand promise or showcase their range etc.
Micro level details, features of the product are the reason to buy
I
Idea/Innovative: Disruptive, categorychallenging ads
FBI, Indian Ads:
B
F
I
F
+ +
B
FBI, International Ads:
F
B
I
F
+ +
B
Conclusion: • Most Indian advertisements are talking about “Features” and “Features+ Brand” Comparatively, a fewer companies are playing up their brand story or have innovative advertisements • Most International advertisements are playing up their brand story… Perhaps, that is where the trend is moving
F
B
I
Features
Brand
Idea/Innovative
A cluttered space
3 Routes in this zone… from evolutionary to revolutionary…
Communication Artworks:
Route 1: Affordable Glamour
Route 3: Naya-sa
Product Shoot:
Final Print Advertisement: 17th May 2012, Hindustan Times:
Demand for Ready To Cook Food in India: Change in Socio Economic Pattern
Growing Urbanisation Increase in working couples Less Free Time Change in Food Habits
Target Group: •
Age : 28 to 35
•
Graduate, Sec A/B/C/D
•
Proud home maker
•
Core of the family
•
Family as No.1 priority
•
Rooted family values, progressive outlook
•
Affinity towards cooking aids
Benefits: •
Readily available
•
Convenience of time and effort
•
Uncompromising on taste and freshness
•
Good food that gladdens hearts
•
Empowering moms by helping them win small joys in life
Competitor Scan, Part 1: Brand Persona
GITS Persona:
Competitor Scan, Part 1: Brand Persona
MTR Persona :
Competitor Scan, Part 1: Brand Persona
Mother’s Recipe Persona:
Competitor Scan, Part 1: Brand Persona
Aashirvaad Persona:
Competitor Scan, Part 2: Communication Inferences:
Competitor Scan, Part 2: Communication Inferences:
Customer Insights, Brand Identity:
Customer Insights, Brand Identity:
Decoding the Pack:
Decoding the Pack:
Decoding the Pack:
Decoding the Pack:
Decoding the Pack:
Customer Interaction with the Pack: Buying Behavior:
Field Visit:
Customer Interaction with the Pack: What Customers Think:
Customer Interaction with the Pack: What Customers Think:
Substrate Analysis: Available Structures:
Substrate Analysis: Factors Affecting the Packaging: • Nature of the product – Is it sticky, crisp, brittle. • Food composition and it’s type
- Does it have moisture, fat, protein, flavor ? a) MVTR: Moisture Vapour Transmission Rate b) ERH: Equilibrium Relative Humidity. • Form and shape of the product
– Is it smooth, regular, irregular, sharp edges Product Life •
Biological spoilage due to micro-organisms
•
Spoilage due to chemical reactions like oxidation (discoloration, rancidity) and enzymatic reactions.
•
The environmental factors such as light, humidity and temperature.
Substrate Analysis: Types of RTC Products:
Fat Enriched
Cereal Based
Food Behavior (Cereal Based): Medium Moisture Food (8-10%) Sensitive to Moisture Pick Up Moisture Content increases Product Becomes Soft & Unacceptable(12-13%)
Pillsbury Brand Study:
Inferences for Ready to Cook:
Pillsbury’s Doughboy:
Customer Insights, Brand Identity:
Comparison:
Pillsbury as a Mother Brand: Savory Mix
Sweet Mix
Dosa
Gulab Jamun
THE POSITIVE
THE NEGATIVES
All products & services share the same budget, customer, and market position
Too much riding on one brand: No shield from future adversities
Consolidates equities; awareness and positive associations of individual brands first leveraged by Master Brand, and then top down from to all product lines
Venturing into new categories can be contained if not compatible with master brand
Mother to Child Brand ratio: 100:0
50:50
0:100
20:80
Kitchen Hits Dosa
Kitchen Hits
Kitchen Hits Dosa
Dosa Dosa
THE POSITIVE
THE NEGATIVES
Helps bring focus with flexibility for future decisions
Going into individual brands (0:100) before the overall resources are not robust is a pitfall to be avoided
The equity, awareness and quality perceptions of the Master brand are harnessed across markets/ segments Ensures there is no brand/ image dilution by overstretching
Name Suggestions:
ARKAH
A Sanskrit word that means praise or in the sun . The name places the brand and the housewife at the centre of attention, to be admired and emulated.
ADANSH
From ‘adansh’ in Sanskrit meaning part of the sun; it cues radiance, warmth and vitality.
BHARAT
An inclusive name that encompasses various cuisines, cultures, people. It provides comfort and depicts Pillsbury as an International brand that has arrived in India and understands the Indian consumer
SWAD
Means taste in Hindi. The name includes the feeling of aroma, taste and provides for visual appeal
TAYAAR
Hindi for Ready. It gives a proactive feel where the brand is all set to make the cook the hero of the house. It gives a feeling that food is quick and easy to cook.
VIDHI
Means method and adds a local auspicious vibe to the entire brand range. It reassures the cook that the process/method is not compromised due to packaged food.
Brand Positioning (Semiotics on Fun & Nutrtion): Process: Mind Mapping “FUN” & “NOT FUN” Workshop On FUN Workshop on “Nutrition” Workshop On Finding Patterns One FGD each with mothers and children in the TG 5 assisted shopping observation visits in Modern Trade with TG
Initial Mind Maps: Understanding “FUN”:
Understanding “NOT FUN”:
Workshop On Fun: Decoding the following : 1. Chocolate 2. Breakfast 3. Children
Workshop On Fun: Mood boards:
Hobbies:
Fantasy:
Play with Food:
Celebration:
Energy Activities:
Pranks:
Workshop On Nutrition: Decoding the following : 1. 2. 3. 4. 5. 6.
Mother Children Breakfast Milk Nutrition Whole Grain
Categories: 1. Ritual/ Consumer 2. Behavior 3. Language
Workshop Report (Mind Maps): Milk:
Wholegrain:
Chocolate:
Breakfast:
Mother:
Not FUN:
Children:
Workshop On Finding Patterns:
One FGD each with mothers and children in TG: FGD With Mothers :
FGD With Children :
The FGD Report: Oreo
CHILDREN
Observation: Open mouth, excitement, smiles at the end
Observation: Serious expression leading to a smile
Reactions: Papa ulta latak rahe hain
Reactions: Intelligent kid. Daddy ko phansaya. Sabko masti karni chahiye.. Akela hai toh Daddy ke saath khelta hai
Observation: Concentration as the fight increases
Observation: Curious, frowning, serious
Reactions: Cartoon sach nahin hota. Hum ko buddhu banaya.
Reactions: Possible nahin. Group mein baccha hona chaiye, akela nahin.
Observation: Smiling at the kid hanging
Obsv: Smiling, involved
Candyman
Complan
MOTHERS
Reactions: Friends ko chidand accha lagta hai. Complan se hieght badhti hai.
Reactions: Bachche jaldi bada hona chahte hain. Koi age nahin dekhta, growth dekhta hai
The FGD Report Contd..: Quaker Oats
CHILDREN
MOTHERS
Observation: Confused, tuned out
Observation: Serious, some tuned out
Reactions: Samajh nahin ayaa
Reactions: Ladki achchi hai, chahti hai daddy strong banae. Lekin bacchae daddy ko khanae ke liye nahin kehte
Observation: Involved smiling
Observation: Smiled
Reactions: Vitamins hai is mein
Reactions: Meri ladki bhi aise hi natak karti hai. Bache fruits nahi khate, yeh khane se vitamins milta hai
Observation: Alert, watchful, smiled at the end
Observation: Curious, serious
Real
Chocos
Reactions: Vitamins milta hai is se
Reactions: Fast life, not time. Healthy food, not oily.
Formats with which Kellogg's is competing:
Formats which have Nutrition and Fun values: Biscuits and Juices
Formats which primarily attract children: Candy and Candy bars
And a brand which has at various times defined marketing to Parents and Children
Character Recognition for Communication: Process: Age of child protagonist depicted Attitude of child protagonist Reason to consume Role of the mother
Age Of the Protagonist Depicted: Milk foods drinks: MFDs Bournvita
Complan
Horlicks
Chocolates, Candy, Biscuits, Restaurants Pediasure
Oreo
Mc Donalds
Poppins
Chocolebe
Real Juice
10 – 12 yrs
Munch
Tiger
Inference: •Squarely around the 8 yrs space, whilst our stated TG is 8 to 12 • The 8 yr old aspires to be shown as older than he is: we should peg higher in the spectrum
8 to 10 yrs
5 to 8 yrs
Attitude Of the Protagonist Depicted: Bournvita
Hardworking, Determined, Goal driven, Achievement oriented Horlicks, Complan
Burdened with expectation and competition, Struggling to achieve / belong
Reason To Consume: Oreo
Fun - driven by the three step consumption process Bournvita
Success, winning, handwork paying off, the brand as an enabler
Kellogg’s Chocos Attitude Of Child Protagonist: Child Communication : Coco as the fun agent who brings alive new adventures The children are depicted as the followers who admire and have fun due to Coco Mother Communication : Inquisitive and ‘cheeky’ Sits or walks around the at home situation: relatively passive
Inference: The child is not the key protagonist in the Child communication In the Mother communication, he pales in comparison to the other categories' ‘edgier’ attitude
Role Of Mother: Bournvita :
Unconditional support system Believes in her child’s abilities Stands by them
Horlicks :
Ambitious for herself and for her child. Confident, believes the choices she makes for her kids Uncompromising Pediasure, Real Juice :
The mother who is on the look out for nutritious things to meet the health needs of the kid Nurturer in various degrees, from the more conventional collective archetype to more individualistic (but not selfish)
Kellogg’s Chocos Role Of Mother:
Leaning towards the more conventional collective nurturer who is looking to balance taste and health
Segmentation In Discourses: Fun in “Language”
Fun in “Rituals”
Segmentation In Discourses: Fun in “Popular Culture & Mythology”
Nutrition in “Language”
Nutrition in “Rituals” :
Nutrition in “Popular Culture/ Mythology”
FUN & NUTRITION: • Fun represents the child
• Nutrition represents the mother
• They are fundamentally opposing concepts as nutrition comes with a purpose and fun has no purpose. • There a common ground..that makes the brand more powerful
....Thank You