FMCG
Packaging &
A
n established player in tea industry and 7th largest tea brand of India was crippled with the problem of low brand image/identity. Virtual Eyes was roped in to improve the brand positioning and increase the penetration of the brand to newer markets by undertaking the necessary strategic approaches.
BRAND STRATEGY & DEVELOPMENT COMMUNICATION CAMPAIGN NEW BRAND VARIANT LAUNCH Key Issues •
Repositioning the brand in order to target a larger target consumer base
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Strategizing the launch of new brand variants and positioning them in their respective price segment.
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What should be the optimum marketing mix to proportionately leverage the umbrella brand.
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How to target a heterogeneous mix of consumers.
Key Statergy •
A year long integrated brand communication campaign was conceived and executed around the new tag line “Ek Cup Zindagi”.
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The campaign was executed through Print, OOH, TVC, and on ground consumer activation programs.
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Strategy for 3 new brand variants according to their specific price points was conceived and successfully executed.
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T-Chai: conceived the brand variant name with new packaging, targeted towards super premium segment, in packaged Tea and Tea Bags. Earlier this segment was non existent in the company.
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Good Time: This name was added to the umbrella brand ‘Mohani’ with further classification as Good Time Classic, Good Time Special, and Good Time Perfect Blend with different price points to target sub premium & premium segments respectively.
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Big Cup: The variant was renamed as Big Cup, which was earlier known as Mohani Red and lacked an independent identity. The entire packaging was redesigned accordingly. This brand variant caters to the economy segment.
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Budget outlay of INR 6 Cr.
RESULTS
Successfully launched
5 NEW BRAND variants targeted towards their respective TG. Able to clear the clutter from
LOCAL BRANDS in each segment and establish its unique identity. Penetrated the premium segment and
CAPTURED 3% MARKET SHARE in the overall target market area. Brand entered into new states and
RECORDED SALES GROWTH OF 10% from new market areas. Revenues from
RURAL CATCHMENTS rose to 30%.
MOHANI CAMPAIGN SHOOT
MOHANI PRINT CAMPAIGN
MOHANI PACKAGING
MOHANI PACKAGING For BHARTI WALLMART
POP/POS
BTL Consumer Activation
NATURE’S PROFESSIONAL & COLORESSENCE PACKAGING
VEGA PACKAGING