ITC INTERROBANG
CASE CHALLENGE
CREAMING COOKIES
TEAM WINNERS CURSE
NAME
ROLL NO
PHONE
EMAIL ID
Chirag Arora
2013PGP112
9584120202
p13chiraga@iimidr.ac.in
Neha Bhomia
2013PGP248
7509900666
p13nehab@iimidr.ac.in
Pavan Bhambhani
2013PGP099
8818882169
p13bhambhanip@iimidr.ac.in
Saumya Ahuja
2013PGP355
8819920004
p13saumyaa@iimidr.ac.in
IDEA PROPOSAL
Single brand approach of introducing four innovative offerings - Caramel, Hazelnut,
Strawberry and Butterscotch Cream Cheese by extending Delishus line of products
AGENDA
NEED GAP ANALYSIS
CUSTOMER PREFERENCES
CONCEPT TESTING
BRAND ARCHITECTURE
STAKEHOLDER SPEAK
PRODUCT STRATEGY
IDENTIFICATION
CookieNEED
market
and need identification
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Research Methodology
2 FGDS of 6
participants
each
Stakeholder Speak
Product Strategy
Bi-needs of Cookie Consumer
Occasions, needs,
purchase
parameters,
consumption
pattern identified
Bond with
family/friends
Reward oneself
Survey filled
by 108
respondents
Satisfies Hunger
Emotional
needs
Wanting to try
something new
Convenient to
carry
Common needs
Most important perceived factors in
cookie purchase decision process
Reward oneself
Gifting someone
GAPGap
ANALYSIS
MAP
AnalysisPERCEPTUAL
Perceptual map
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Cost vs Taste
GAP
Stakeholder Speak
Product Strategy
Ingredients vs Taste
GAP
GAP in BETTER TASTE + RICHER INGREDIENT + HIGHER PRICE SEGMENT
FACTOR
Factor ANALYSIS
Analysis
Need Gap Analysis
Customer Preferences
The purchase behavior of consumers
who are not health conscious does
not depend on the physical attributes
Hypothesis
1
Factors clubbed
into two groups
Group 1
Ingredients
Nutrition
Energy
Group 2
Taste
Pack Size
Physical
features
Packaging
Health conscious
consumer is
indifferent
towards physical
attributes
Other consumers
consume cookies
on the basis of
taste, price, packsize and
packaging. Thus,
hypothesis
rejected
Concept Testing
Brand Architecture
In the evaluation
of alternatives
phase of a
consumer
purchase, the
primary
segregation of
cookies is done on
the basis of
embedded
ingredients and
toppings. Thus,
the hypothesis was
rejected
Cashews/Nuts,
Elaichi/Pista,
Choco-Chips
and Dark
Chocolate were
grouped into
preference for
rich ingredients
Oats, honey and
butter were
grouped into
preference for
plain cookies
2
Hypothesis
The consumer is not able to segregate
the cookies on the basis of embedded
ingredients and toppings
Stakeholder Speak
Product Strategy
The consumer is not able to segregate
the cookies on the basis of taste
Hypothesis
3
Hide & Seek,
Delishus and
Milano grouped
under preference
for rich premium
taste
Britannia GoodDay, Parle 20-20,
Sunfeast cookies
and local bakery
biscuits grouped
under preference
for mass segment
cookies
Delishus, Hide &
Seek and Milano
perceived to give
the consumer
similar value in
terms of taste
It is likely that,
Hide & Seek and
Milano being
from same
parent brand
cannibalize each
other. Thus
hypothesis not
rejected
CONCEPT IDEATION
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
3 different concepts framed and tested in the second leg of primary research involving 80 respondents
Concept #1
A cookie with nutty exterior and has a
non-chocolate cream filled inside
Top 2 Box Score
68%
Concept #2
A cookie that has a crunchy exterior
and is soft from the inside
Top 2 Box Score
81%
Concept #3
A cookie that can be heated before
consumption
Top 2 Box Score
43%
Cross Tab Results
Based on concept testing, 90% of the
respondents who responded positively
to Concept 1 also preferred Concept 2
(Based on Top 2 Box Scores).
Based on concept testing, 75% of the
respondents who responded positively
to Concept 2 also preferred Concept 1
(Based on Top 2 Box Scores).
Finalized Concept
The cookie would be crunchy from outside and would have non-chocolate cream based
ingredients inside
This concept was validated through FGDs on the basis on imported Surrogate Cookie
SIZEABLE
MARKET
SIZE
Sizeable market
table
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Confirming that identified segment has distinct sizeable need, estimated the possible demand:
By the perceptual map and on a per gram
Average Acceptance of New Concept
75%
basis, we had observed that Delishus
has
India's Population
1237000000
been able to charge a premium
in EA
Population %(Premium
Segment) to the nearest competitor
4.60% i.e.
comparison
Milano
by 21%. Our new offerings
are EA
in the
Population (Premium
Segment)
56902000
super premium segment and since there are
Per capita biscuit consumption/year
1800
no competitors in this segment,
wegrams
believe
that the best way to price the product is by
Cookie Consumption
grams
Pricing
way of Perceived Value792
One Delishus Packet Weight
No. of Packets/year
Model
Source/Comments
2nd Survey based on concept testing
www.censusindia.gov.in
Indian Biscuit Manufacturers Association Website
2nd Survey: 44% of the respondents prefer cookie over any
other snack
75 grams
10.56 packets
Considering Delishus 100% share
By Value @ Rs. 40/pack
Rs. 450663840
Rs. 18026553600
Considering Delishus' Market Share
Rs. 1982920896
Actual Market Share for Delishus: 11%
Total Volumes
No. of Packets/year
4,95,73,023 packets
Sizeable Market Segment
Source: http://www.dailymail.co.uk/indiahome/indianews/article-2327182/The-myth-great-Indian-Middle-class-Roughly-30-Indias-population-lives-poverty-line.html
EQUITY
Equity MODEL
model
Need Gap Analysis
Parameters on
which customer
rated
Customer Preferences
Concept Testing
Ingre
dients
Taste
Brand Architecture
Stakeholder Speak
Product Strategy
Overall
Brand
Value
Price
Britannia Model
Subbrands have a
close symbiotic
relationship with the
mother brand (Good
Day), and mother
brand lends its
brand equity to them
Parle Model
Sub-brands have
evolved into strong
brands in their own
right and have lent
their equity to the
mother brand
Sunfeast Model
Mother Brand has
built equity around
itself but has not
substantially lent it
to its sub-brands
Good Day
Other
Parle
HidenSeek
Sunfeast Delishus
Sum of parts
25
24.5
Sum of parts
24
23.75
Sum of parts
24
23.75
Overall
26
25
Overall
24.25
25
Overall
24.25
25
Brand Equity
+1
+0.5
Brand Equity
+.25
+1.25
Brand Equity
-1.75
+1
Sunfeast as a Token Endorser
FINANCIAL
ANALYSIS
Financial Analysis
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Single Brand
Assumptions
Stakeholder Speak
Product Strategy
Multi Brand
Delishus Extension
Market Expense of 35% of sales revenue
Growth of market share by 25% in year 1 due to launch of
variants and thereafter will grow by 15% y-o-y
Higher NPV
New Brand
Assumptions
Marketing expense- 50% in year 1 (due to new product
launch) and decreases by 2% y-o-y
Reaching a market share of 20% by 2017, and a growth of
market share by 15% y-o-y
Financially more feasible to go for a Single Brand Structure
VOICE OF CUSTOMER
Validation
customer pics
Need Gap Analysis
Currently,
Delishus does
not justify
richness
associated with
communication
Dry fuits
(granular form)
Important
ingredient
Customer Preferences
Customer
speak
Indian flavors
rejected for
crust only
18% preferred
Concept Testing
Acceptance for
flavored cream
cheese rather
than plain
cheese cream
Preference for
flavors like
Butterscotch,
Strawberry,
Hazelnut and
Caramel
Brand Architecture
Product Strategy
Stakeholder Speak
Retailer
speak
Texture
and depiction on the
packaging plays important
role in purchase
decisions
Transparent
packaging
considered as lack of
premium
characteristics of the
product
The matt-finish
packaging reflected
premium
characteristics of
the product
PRODUCT
STRATEGY
The Product
Strategy
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Introducing new cookies filled with strawberry cheese cream, butterscotch cheese cream, caramel and hazelnut cream
Not just a Cookie, but an
experience
Sunfeast brand is a token
endorser main focus on
Delishus
Matt finish and dual
packaging to signify luxury
Royal color and
background signifies
premium brand offering
Rich ingredients savoring
your taste buds
For connoisseur of good food
and discerning palate
Focus on the strength of the brand offering that is being premium, rich in ingredients, and continuing with ITCs legacy of
introducing innovative products
POSITIONING
The PositioningMATRIX
Matrix
Need Gap Analysis
Customer Preferences
Step 1: The percentage of respondents
for whom the respective cookie
satisfied a particular need (hunger,
taste etc.) was calculated
Concept Testing
Brand Architecture
Stakeholder Speak
Step 2: Within each sub-group
obtained in step 1, the occasion wise
percentage consumption was
calculated
Product Strategy
COMPOSITE
POSITIONING
INDEX SCORE
INDEPENDENCE
OF FACTORS
Some
factors are independent
of others
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
The correlation matrix table allows us to find the factors that are not explicitly implied to the consumer by way of any other
attribute
They have to be demonstrated independently in order to induce the purchase
Eg: Packaging is not highly correlated with any other factors and hence it needs to be the area of focus in order to drive sales
Correlation
Coefficients
Ingredients
Taste
Physical
Attributes*
Pack Size
Price
Packaging
Health/Nutrition
Energy
Ingredients
Taste
1
0.191
0.148
0.191
1
0.457
Physical
Attributes
0.148
0.457
1
-0.32
-0.82
-0.112
0.361
0.215
0.239
0.451
0.139
0.313
-0.095
0.34
0.181
0.425
0.171
0.134
*thickness/softness/size/crispness
-0.32
0.239
0.34
-0.82
0.451
0.181
-0.112
0.139
0.425
Health/
Nutrition
0.361
0.313
0.171
1
0.349
0.309
0.111
0.058
0.349
1
0.146
0.155
0.092
0.309
0.146
1
0.169
0.132
0.111
0.155
0.169
1
0.597
Pack Size Price Packaging
Energy
0.215
-0.095
0.134
0.058
0.092
0.132
0.597
1
NEW
PACKAGING
The new
packaging
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Delishus Portfolio
Current
Proposed
Aesthetics
Highlighting new flavors and
rich ingredients
Use of royal colors
Matt finish that gives the rich
feeling
Emotional
Fresh and raw ingredients
shown depict natural taste
The cookies shown appear
well-baked like a perfect
cookie
Attractive for people who
want to try something new
Functional
Packaging is easy to store
Convenient to carry
Can be used for gifting
purposes
Appears like a cookie that can
satisfy hunger along with
taste
PROMOTIONS
THE DELISHUS WAY
IMPLEMENTATION OF CAMPAIGN
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Integrated Marketing Plan is targeted to focus on the occasions when the consumer desires Cookie
PHASE 1
OOH, Print Media
Top occasions of Cookie consumption identified and print
ads developed to launch the flavours in the market in
accordance with the consumer needs. Top occasions:
Tea Time
During travelling
PHASE 2
Breaks during office/classes
Social Media, Online grocery websites
During this phase, the campaign will be directed towards
driving people to order online in cities like Mumbai,
Bangalore and create visibility on social media platforms
all over the country
PRINT AD - 1
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Redefining Perfection
Stakeholder Speak
Product Strategy
PRINT AD - 2
Need Gap Analysis
Customer Preferences
Concept Testing
Dil yaadon ki raahon par
Apno ka saath aur Delishus
Banaaye aapki chai behtar
Redefining Perfection
Brand Architecture
Stakeholder Speak
Product Strategy
PRINT AD - 3
Need Gap Analysis
Customer Preferences
Concept Testing
Dil yaadon ki raahon par
Khushi aur Delishus ka saath
Banaaye aapka safar behtar
Redefining Perfection
Brand Architecture
Stakeholder Speak
Product Strategy
SOCIAL MEDIA CAMPAIGN
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Creating Buzz through Facebook and Twitter
What are your Unforgettable
Moments?
Dil Yaadon ki rahoon par
_____________...
Contest runs for 2 weeks
Most liked post/tweet appears as one of the Advertisements creatives
ONLINE TOUCH POINT
Need Gap Analysis
Customer Preferences
Concept Testing
Offer discount during check-out during e-purchase
to make customer migrate to Cookie section and
induce purchase
Brand Architecture
Stakeholder Speak
Product Strategy
Delishus sends a private message to one who hashtags #DelishusMemory offering
a discount coupon on next purchase of Delishus Cookie online. Also offering
opportunity to share Virtual Delishus Cookie on a friends wall
Sunfeast Delishus
Because you have given me
many Delishus Memories
INTENT: To make the customer navigate to the
Sunfeast Cookie section and know its brands
present on website
PARTNERSHIPS AND ALLIANCES (1/3)
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Tie up with Tea Cafes like Wagh Bakri Tea Lounge, The Chai
Tie-up with caterers in airlines and premium trains like Rajdhani, Shatabdi etc.
Product Strategy
PARTNERSHIPS AND ALLIANCES (2/3)
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Targeting the touch-points of Breakfast Consumption Office and Canteens through dedicated cabinets
Bakery shops at airports, lounges/bakeries at premium hotels to induce trial amongst the nouveau riche
PARTNERSHIPS AND ALLIANCES (3/3)
Need Gap Analysis
Customer Preferences
Concept Testing
Brand Architecture
Stakeholder Speak
Product Strategy
Product Placement in talk shows and shows like Bigg Boss (create Delishus moment competitions)
Koffee with Karan
BIGG BOSS
THANK YOU!
Survey1
Survey 2
