Brand Communication Collateral
Aditi Singh
Summary and Overview Table of Contents Subject…………………………...………………..Page Summary and Overview……………………………………..1 Consolidated Brand Strategy………………………..……2 Competitor Analysis……………………………………..…..3 SWOT Analysis……………………………………...…………4 Objectives…………………………………………………...……5 Brand Value Proposition………………………………...…6 Target Consumer Persona……………………………….…7 Campaign Strategy…………………………………………...8 Media Choices…………………………..…………………...…9 Media Strategy and Objectives…………………….……10 Creative Brief…………………………………………..…11-12 The Big Idea………………….…………………………….….13 Creative Overview…………………………...…….…..14-16 Brand Activation………………………………………..17-22
Swastiks Masala is a food and food related items brand that has 47 years of experience and a range of 140 products in its repertoire. Swastiks’ Pickle line consists of 9 flavours that are regularly consumed in the South Indian market. Swastiks strives to provide products that bring authentic Indian flavours into every household. With emphasis on its legacy and commitment to quality, Swastiks has amassed a small and loyal consumer base in South India, especially in Bangalore city where the company is based. Swastiks Pickle can see a boost in sales by approaching the young Indian audience through a targeted campaign that highlights a variety of Pickles that cater to all Indian palettes. 1
Consolidated Brand Strategy Brand Purpose To deliver a diverse range of healthy and quality authentic Indian food products for customers at an affordable price, with a particular emphasis on customer satisfaction and brand loyalty. Mission Statement To be one of the leading food processing industries in the country. Vision Statement To provide the comfort of homely Indian food with the most convenience. Brand Values Trust, Loyalty, Comfort, Authenticity, Diversity. USP Established position in the market. High customer satisfaction. Diverse variety of products, authentic to the roots of Indian cuisine. Willingness to keep up with current technological and manufacturing trends. Brand Positioning Statement Creating the best array of quality products for over 4 decades, with key emphasis on healthy products having an authentic and homely Indian flavour (made only from natural ingredients) that are prepared in safe and hygienic conditions, available at a competitive price in the market. 2
Competitor Analysis
Strengths: -Recognisable Brand -Almost a century old -Successful pan-India expansion and presence in diverse food types (ready-to-eat)
Strengths: -Recognisable pickle brand -Variety of flavours -Mass manufacturing and distribution -Brand loyalty
Weaknesses: -Plastic packaging -Lack of advertising and communication (especially Social Media) for pickle line
Weaknesses: -Plastic packaging -Subpar website
Strengths: -Recognisable pickle brand -Variety of flavours -Mass manufacturing and distribution -Brand loyalty -Provides options to people of the Jain religion Weaknesses: -Plastic packaging -Unappealing visual language
Strengths: -Large range of pickles covering both North and South India Weaknesses: -Plastic packaging -Distribution and brand awareness confined to South India -Lesser manufacturing capacity
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SWOT Analysis Strengths ● ● ● ● ●
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Brand Loyalty Authenticity Diverse range of food products Traditional Open to changes in technology and manufacturing Willing to expand their foothold to a wider audience
Weaknesses ● ●
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Doesn’t have a strong online presence Doesn’t have a focused Brand Identity Brand Packaging is not innovative and is old-fashioned Products are not as healthy as the brand claims them to be
Opportunities ●
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Making the product packaging more visually appealing Try to expand their appeal even beyond the South Indian consumers by improving their brand strategy Improving Swastiks’ Online media presence to reach to a wider audience
Threats ●
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The brand should move towards becoming more sustainable There is fierce competition in the snacks and condiments market More brands are trying to become more friendly to younger generations, while Swastiks’ still has a lot of catching up to do
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Objectives Marketing and Advertising
Budget
The Swastiks Pickles brand communication strategy will tap into a new consumer base with targeted and research-backed Marketing Campaigns and Advertising Mediums. The aim is to increase brand awareness and make Swastiks Pickle the go-to brand in the eyes of consumers, while keeping in line with Swastiks Masala’s brand values of Authenticity, Trust and Experience.
The estimated budget for the campaign is 14 Lakh Rupees, with 3 Lakhs alloted for Social Media Campaigns and Contests, inclusive of prizes for winners and production of new limited edition pickle flavours chosen from the #mypicklerecipe contest. 11 Lakhs alloted for Point of Purchase Sampling drives taking place over 4 weekends across stores in metro citiesnamely Delhi, Chandigarh, Gurgaon, Mumbai, Kolkata, Bangalore and Chennai.
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Brand Value Proposition Enjoy the true flavours of ‘home’ with the authenticity, convenience and accessibility that only Swastiks can provide. Priced lower (at the most Rs. 140 for 500g) than its competitors, Swastiks Pickle is the perfect choice for most Indian consumers that wish for both quality of product and reasonability of price. Young Indian consumers that no longer live with their family can rely on Swastiks to provide them with a sense of comfort and home with its range of authentic Indian pickle flavours.
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Target Consumer Persona Personality & Behavioral Characteristics ● ● ● ●
Ambivert Sincere Aware of surroundings Likes exploring new things
Purchasing Behaviour Affordability is most critical Intrigued by appealing/interesting packaging Prefers ordering online Buys as per requirement, no bulk buying Presence in current culture
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Motivations & Personal Goals Lifestyle Denominator Demographic Name: ABC Age: 18-24 years Gender: Not Applicable Marital Status: Unmarried Geographic Location: Metropolitan City Monthly Income: Rs. 5000-7000 (allowance) Occupation: Student-Young Professional Consumption: 250g-350g over 60-90 days
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To stay connected with friends and family To maintain a stable and healthy lifestyle To be more financially conscious and sustainable in their purchasing choices
Dreams & Aspirations ● ● ●
To have new experiences Have a good academia Be employed in a well paying job
Busy, hectic college/new-to-work schedule Lives with roommates/flatmates
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Prefered Devices/Platforms/Medias Smartphones, Laptops, Tablets Social Media Platforms- Instagram, YouTube, Facebook
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Reasons for Loyalty to Respective Brands ●
Fears & Anxieties ● ● ● ●
Homesickness Fear of missing out Not having the time to do what one likes Managing Budget
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Introduced by the someone trustworthy (example - parents) Reminder of home/hometown Taste and Quality Brand values Affordability. 7
Campaign Strategy The Challenge Swastiks Masala’s vision is to expand to all parts of India, but brand awareness is restricted only to the Southern states, most prominently Karnataka. Pickle is an item that many Indians, regardless of age, associate very strongly with home. Young Indians, especially those not living in the family home do purchase pickle but are likely to be disappointed with branded pickles if the brand message doesn’t align or associate with their sense of home.
The Key Insights From our research, we found that young Indian consumers consider ‘Quality and Taste’ to be the biggest factor in choosing branded pickle, and that they are most likely to notice or switch brands at the Point of Purchase. The campaign will use these two insights, in addition to strategies to reach out to the consumer base, to leverage Swastiks Pickles’ position in the market as a top-quality and accessible brand.
The Brand Promise Swastiks Pickle is the fool-proof pickle brand that offers a variety of authentic flavours at competitive prices that cover all Indian palettes.
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Media Choices Brand Touchpoint Wheel
Chosen Directions 1) 2)
Social Media Sampling/ Curated Menus
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Media Strategy and Objectives Strategy
Objectives
The online campaign will be rolled out immediately. Regarding the Instagram challenges (#mypicklestory and #mypicklerecipe) with which Swastiks Masala’s Instagram page will be launched, we expect all processes including the announcement of winners to be completed by end April 2021. Planning for Point of Purchase sampling drives in association with renowned Supermarkets and Food Stores pan-India (Big Bazaar, Foodhall, etc) will start right away with the intention of conducting the drives in May-June 2021, the summer vacation period.
Reaching the target audience of 18-24 year olds with a Social Media campaign, in addition to actively converting brand awareness into sales at the point of purchase (which is open to even the 25-35 age group), are the ultimate objectives of the new campaign. By using Social Media and tying up with Food Store Chains all over the country for the sampling drives, Swastiks Pickles will reach the widest geographic audience since the company’s inception in 1973.
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Brand Message
Aged between 18-24 years, are in the middle/ upper middle class of society, are students/ working professionals, and are Indian/ of Indian origin.
Look and Feel
Desired Brand Image
Brand Statement
“Bring a piece of home with you wherever you go.” A desired look and feel should exude comfort, familiarity, a sense of home/ family, and connecting to one’s roots while communicating to the young modern Indian consumer.
To increase brand awareness and make Swastiks the go-to Pickle brand in the eyes of young Indian consumers.
Advertising Tone
Swastiks can amplify the role of pickle in every Indian household and culinary tradition by expressing that a modern, young, savvy Indian consumer can "stay in touch with their roots" through Swastiks pickle. This can help the brand achieve the desired image of being trusted, experienced, traditional, and also authentic and accessible.
Target Audience
Swastiks strives to provide products that bring authentic Indian flavours into every household. With emphasis on its legacy and commitment to quality, Swastiks has amassed a small and loyal consumer base in South India, especially in Bangalore city where the company is based. Swastiks Pickle can see a boost in sales by approaching the young Indian audience through a targeted and tech-savvy campaign that follows a “home away from home” narrative.
Advertising Objective
Background
Creative Brief
Swastiks Masala is a food and food related items brand that has 47 years of experience and a range of 140 products in its repertoire. Swastiks’ Pickle line consists of 9 flavours that are regularly consumed in the South Indian market.
Warm, Caring, Compassionate, Nostalgic.
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Point of Purchase (standees and danglers, sampling booths, curated menus): As per key insights from primary and secondary research, consumers are most likely to notice and switch brands at the point of purchase. Point of purchase branding (standees, danglers) in and around areas/ malls/ stores frequented by the target audience will increase brand recognition and sales. To add an edge to its branding strategy, Swastiks can tie up with restaurants/ food stores (Foodhall) to hold sampling drives, have curated menus that make use of its pickles, pair up pickles with other food items to offer a quick and tasty snack combo (pickle and papad).
Competitive Environment
2)
Swastiks' direct competitors in the pickle market include MTR, Priya, Mother's, Ruchi's, Bedekar, Pravin, among many. Additionally, Swastiks as a pickle brand indirectly competes with brands like Kissan, Nestle, Heinz, Ching's, Fun Foods and Dr. Oetker under the 'food condiments' category.
Mandatory Inclusions
Advertising Media
1) Social Media (audiovisual): Considering the advance digital media literacy of the target audience, in addition to the “home away from home” narrative, an audiovisual campaign across platforms like YouTube, Instagram and Facebook will be the most effective method of communication.
Visual language (logo), Pickle bottle featured prominently, Tagline of the campaign, Mention accessibility (“available in [store name] near you”/ “find online at”), Website.
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The Big Idea “Bring a piece of home with you, wherever you go”
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Creative Overview “Reach Out” - Social Media Campaign In order to achieve the objective of increased brand awareness, the brand strategy must align with the target audience’s preferred mode of communication. Launching an Instagram Page with interesting challenges like “My Pickle Story” and “My Pickle Recipe” which offer prizes to winners would introduce the target consumer base to Swastiks Pickles in an engaging manner. Increase Brand Engagement Through Challenges
Involve Audience with the Product
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Creative Overview “Rope In” - Point Of Purchase Sampling As per research, 42.5% of the target audience are most likely to pay active attention to or switch pickle brands at the point of purchase, and 87.5% think that “Quality and Taste” is the #1 factor in choosing a pickle brand. Hence, by holding sampling drives in supermarkets and food stores, the brand expresses its confidence in quality and taste, i.e. putting our money where your mouth is. This will lead to instant conversion as the product is available for purchase in the same stores. Additionally, associating Swastiks Pickles with food from around the country can help consumers from all over India identify with the brand, i.e. bring a piece of home with you, wherever you go, and a new tagline can be adopted- “Ghar-ghar ka swaad, Swastiks ke saath”. Variety of Pickles combined with popular food items.
Prepared live at Supermarkets and Food stores.
“Ghar-ghar ka swaad, Swastiks ke saath”
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Pitch Session Insights (Peer Review) Concept
Visual Communication
The peer feedback regarding the concept of the campaign was positive, and they felt that pairing Swastiks Pickle with food would enable consumers identify with the brand.
Feedback regarding the visual communication highlighted that while the food was essential to the campaign, it wasn’t the hero, and that the pickle needed to shine. Additionally, the posters were too text heavy and cluttered, with repetitions of words and phrases that made the copywriting boring and unappealing.
Going Forward 1) 2) 3)
Using Images that highlight the Pickle Tighter copywriting and modified Tagline (har ghar ka swaad, ab aapke saath) Higher contrast colour palette to improve readability of text 16
Final Brand Activation Deliverables
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Social Media Outreach My Pickle Story Challenge
My Pickle Recipe Challenge
#d8281e
#f8b62d
#ffffff
Size: 1080px X 1080px (Instagram Post) #1d6026
Instagram Page
Comfortaa Comfortaa Bold Nunito Bold
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Point of Purchase Sampling Sampling Drive Posters Swastiks Pickle with Paratha (North India)
#a30000
#f8b62d
#b6ffed
#163a70
#072e5e
#777777
Size: 1080px X 1080px (Instagram Post)
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Point of Purchase Sampling Sampling Drive Posters Swastiks Pickle with Khakhra (Gujarat)
#ff6174
#ffd602
#163a70
#072e5e
#777777
Size: 1080px X 1080px (Instagram Post)
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Point of Purchase Sampling Sampling Drive Posters Swastiks Pickle with Vada Pav (Maharashtra)
#ffd602
#163a70
#4d4080
#1c1c1c
Size: 1080px X 1080px (Instagram Post)
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Point of Purchase Sampling Sampling Drive Posters Swastiks Pickle with Banana Leaf Meal (South India)
#ef3325
#f8b62d
#ffd602
#163a70
#072e5e
#777777
Size: 1080px X 1080px (Instagram Post)
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Thank You