Approach Note For New Beverage Brand
Approach Note For New Beverage Brand
Approach Note For New Beverage Brand
DropKaffe
• Brand Story
• Strategy : Immersion
- Category Scan
- Competition Analysis
- Consumer Study
- Brand Seed
Realising the clear lack of a good cup of coffee in most offices in Bangalore, DropKaffe solved the
fundamental problem of a good cup of coffee in packaging that is not flimsy, a product that is not
compromised in taste and service that redefined convenience.
With the discontinuation of desi milk flavours, the focus of the company remains cold coffee for the
short team. A brand overhaul in lieu of shifting from only cold coffee to a dairy based beverage
company has been planned.
Business Objective: To become a national player in the ready to drink Dairy Beverage segment.
Marketing Objective: To create a category of RTD dairy beverages with a distinction of fresh and
natural.
Brand Objective: To build a brand that stands on strong and sharp functional and emotional pillars
and is pervasive to country wide TG
Our Approach
Immersion
Immersion
Brand
Category
stakeholders
Competition Consumer
8 Brand Stakeholders
Over 25 consumers
Over 10 trade outlets in Mumbai and Bangalore
Semio-ethno study, Secondary research and residual knowledge..
Brand audit
BRAND STAKEHOLDER INTERACTIONS
• Truly virtuous in promise – fresh, • Innovate on the process of • Focus on coffee for the next 6
no preservative, natural product production months
• Foremost ready to drink cold dairy • Use of real ingredients, extracts • Simultaneously accelerate growth
based beverage and flavours to imbibe better taste of other segments
and aroma and stay true to Natural • Expansion into dairy based
• Opportunity to capture the 100 crore
• Create defensible products beverages – smoothies,
market
• Create differentiation with products flavoured milks
• Solve product + packaging • Will have an exclusive brand for
problem in the dairy beverages Dairy beverages
space
• We don’t want to be preachy –
focus on a unique experience
• Maintain transparency with
consumers on use of ingredients &
processes for natural intactness
• Online and Offline consumer • Good product – selling off shelves • Need to be a larger brand that
persona similar • Foodhall & GNB loyalty won stands for more
• Requires promoters for product • Equity for Coffiato but
• 100% digital distinction consumer base is small
• Aware, looking for experiences • Demanding only chiller space • We want to capture the other
• Positive sentiment towards flavours • Feedback on longevity of 95% who don’t know the brand
• Acceptance of price point product
• Acceptance of packaging • Poor cold supply chain
infrastructure in outlets
• Able to detect change in flavour due • Poor chiller display infrastructure
to change in process
• Demand for experience
AUDIT OF EXISTING PRODUCT
• The brand will always be virtuous about the use of ingredients, processes and
minimum interference with the product in it‘s natural form
• Innovation at every step – to ensure natural intactness, superior taste, new flavors /
formats
• Structure + source story of the brand to allow a premium yet relatable feel to the brand
• The brand will be experience led and in that will extend the experience to taste,
aroma, packaging and delivery
Category Scan
Indian branded beverages space
Retail Stores
• Cluttered Shelves
• Chillers dominated with dairy products
• Beverages across categories on
ambient shelves
DAIRY BEVERAGES CARBONATED DRINKS CANNED FRUIT JUICES
Refreshment No
Taste
Benefit Preservative
Experience
Taste Fresh
Natural
Nutrition
Category mapping on the functional proposition graph
Carbonated Drinks
Non-Carbonated
Drinks
Dairy
MEDIUM
Cold Pressed Juices
LOW
Carbonated Drinks
Non-Carbonated
Drinks
Dairy
MEDIUM
Cold Pressed Juices
Our brand
LOW
Observations:
- Highly fragmented beverage market
- Planograms within MT stores allow for easy access to chillers and tactical access to
brands of choice
- Cluttered shelves with multiple choices
- Placement in chillers help in fortifying the belief of fresh and natural in subconscious
mind
- Glass / transparent bottle aid fresh and natural cues
- Impulse purchase at large – therefore, shelf interaction one of the biggest moment of
truths for consumers
From Retailers:
- Consumers like to pick up unfamiliar product before purchase
- Growing market for new formats such as vitamin waters, cold pressed juices and the
like
Category analysis
• Competing brands occupy varied propositions across the board creating high clutter in
the market
• Even though two of three of our identified pillars are unique in true sense Natural,
Fresh and Taste – they aren’t exclusive to us in this cluttered market. Sub categories
such as cold pressed drinks, fruit juices and dairy beverages are all claiming these –
outrightly communicating no preservative, 100% natural, etc, to consumers.
• Layers of personality and attitude must be created to make the space truly ownable
and the brand differentiated across all touch points in the consumers mind
Decoding international benchmarks
Jimmy’s Iced Coffee
Brand claim:
• Brings proper off-the-shelf iced coffee to the people
• Jimmy’s iced coffee = Coffee+Milk+Sugar ONLY
• Fat free / low fat
• Delicious
• For healthy pick-me-up, a pre gym workout refresher or a
fashion accessory
Product range:
• Iced Coffee - Original
• Iced Coffee - Skinny
• Iced Coffee - Mocha
Jimmy’s Iced Coffee
Personality : Jester
Communication:
A minimalistic and simple theme, which highlights the product proposition in fun ,yet cool manner which
revolves around product attraction
Suja
Brand Claim:
Product range:
Benefit led communication with focus on interspersing the juices with daily regimen
Innocent
Brand Claims:
Product Range:
• Smoothies (Adult and Kids)
• Juices (Adult and Kids)
• Coconut Water
• Bubbles
• Fruit Tubes
Innocent
Tongue in cheek format of sharing the product story . Use of casual language, bright colours and a fun
take on real life situations.
Honest Tea
Brand Claims:
Product Range:
• Honest Tea
• Honest Tea Glass Bottles
• Honest Fizz
• Honest Summer Refreshers
• Honest Kids
• Special Tea (Brewing Machines)
Honest Tea
Focus on the realness of each ingredient, the persuation to ensure that every drop
of the product is honest to the consumer and the consumer’s body.
Blue Bottle
Brand Claim:
• Flavourful coffees
Product Range:
• Iced Coffee
Blue Bottle
Romance around not only the final product but also the enjoyment of the process in all
communication. Social good as a high point on digital platforms
Consumer
Digitally savvy
25-35 years of age Higher disposable income
Techonologically driven to make
Urban Exposed to varied cultures
choice – reading reviews, shopping
SEC A and SEC B
online
Interesting packaging.
Love the flavours.
Would love to reuse the Taste is just right
Hazelnut is the best
bottle
- Live and let live attitude - Not so particular about grains and - Beverages – Plethora of
- I select brands that make me staples choices - juices for taste and
comfortable and are an extension - Seasonal Choices health, Cola’s for taste, Dairy –
of my personality - Anything that isn’t on shelf for too Chaas for something fresh
- My work is a huge part of my long - Choice depends on situation
everyday life – that’s what a - Evolution in brand selection and season as well
start up does to you from known to unknown - Anjali - I pick up what I’m craving for
- Not really brand loyal, but will Mukherjee multi grain bread, - Meal accompaniments
go out and seek any new greek yoghurt, nachni chips, kale - Refreshment
offerings chips, diet chivda - Can I drink this instead of
- Living each moment to the - Experimenting with ready to eat water?
fullest formats - Chef’s Basket, MTR
breakfast and rice
- Keya spices and mixes, sandwich
spreads, salad dressings
Consumers across Mumbai, Delhi and Bangalore
LANGUAGE
MYTHS BELIEFS RITUALS AND POPULAR
As fresh as dew
Taaza ho Ley!
Positivity BEHAVIOUR CULTURE
Deep Breathing Shower Happydent/ Spearmint
Slurp
Meditation Watersplash Chewing Gum
Unwind
Yoga Cup of tea Fresh fruit containers
Rewind
Crunchy or Juicy Running Liril
Fresh out of the
oven Green/Red Cold water Green Tea
Unprocessed Plush Early morning Jaago Re – Tata Tea
Fresh Start Bright Colours Swimming Colgate Fresh, Close Up
Start Afresh Blossom Spa Centerfresh
Untouched Aroma – coffee, cakes, bakery Airtight container First sip of beer
Today’s menu Raw = Fresh Refrigeration Farmers Market
Fresh as a daisy Organic Hot food Taaza ho le
Freshen Up Unadulterated Chapatis (fula hua) Taaza Tazza kali khili hai
Fresh Faced NO additives Crispy = freshly fried Fresh lime soda
Don’t get fresh Fresh = Healthy Made live Freshometer in fridges
with me Restart button Out of the oven Fresh Ones
Stress free 8 hours of sleep Transparent pack – ziplock bags Wet Wipes
Glow Clean Bamboo and plastic baskets Fresh Prince of Bel Air
Exhilirating Active and dynamic Firmness of fruit Mint/Halls.Polo
Refresh Power Naps Handmade Raw Pressery – cold pressed
Restart Shorter shelf life Steam over food Subway – live making
Energize Mogra = Traditional fresh Barefoot Open kitchen
Farm Fresh Frozen = Fresh Holiday Blackboard
Garama Garam Freshness =f(smell & taste) Du Jour
Fresh and juicy Sight and sound Fresh = Evocative
Season’s best Freshman
Detox
F5 (Refresh)
Semiotic Decoding of Freshness
WHY?
EMERGING
DOMINANT
Natural sunlight
Natural appearance/skin/hair
It is in her nature
Natural calamities
Semiotic Decoding of Natural
Natural sunlight
Natural is not processed
Natural appearance/skin/hair
It is in her nature
Natural calamities
Semiotic Decoding of Natural: Themes
2. Something that is natural is from the sourced and it not altered or processed
3. Natural products like fruits and vegetables have a limited shelf life
4. In modern times, natural products are used for their good properties
WHY?
EMERGING
DOMINANT
NATURAL IS
NORMAL
RESIDUAL
Consumer analysis
The evolution of the consumer has Taste that is not limited to delicious A narrow window for making a
resulted in a shift from indulgence but is an experience, is being purchase, the last stop for the
to convenience to experience led sought. Our consumer is a seeker for consumer is the believability of
product choices. Experience is all choice, variety and differentiation. the promise on the shelf. The
encompassing phenomena that “what’s in it” and “rational deep dissonance of nothing on
translates the consumers choice to consumption” are beginning to shelf is fresh needs to be
consumer loyalty. matter. The consciousness is on negated with an impactful
rise – as evident in the shift in solution that results in love at
fruit and dairy drinks across Indian that the shelf acts as the biggest
EXPRESSION
METAPHOR
BELIEF
The DY Works Framework
Outcome:
• The Brand Essence will help define the core values and vision that will become
the guiding principles for the brand
Consumer Insight
Conscious consumption of
wholesome, even if imperfect
goodness
LIBERATING INDULGENCES IN A
SYNTHETIC WORLD Reason to Believe
a) Understanding of the dairy
Emotional Benefit infrastructure, market and its
Functional Benefit This brand brings equilibrium limitations
Freshness: claim proven and offsets the guilt of ‘not- b) Innovation with processes
through low shelf life so-good’ consumption (cold brewing technique) that
Taste: bean to bottle in 7 allows a greater retention of taste
days, everyday indulgence and flavour while eliminating the
Natural: no preservatives need for preservatives
. c) Local sourcing that supports
the factory to shelf (bean to bottle)
proposition
How does Core & Essence take us to the
expression?
Core + Essence + Personality = Brand Manifest
FRAMEWOR DOVE AXE
K
EXPRESSION
Axe however, has no distinct proposition other than the launch of new
fragrances. The layer of a Magician- Jester personality and attitude
allows the brand to stand out vis-à-vis other brands in the category
And how do you define the PERSONALITY?
Through a study of ARCHETYPES
Each archetype fulfills the universal human desires
STABILITY
COLLECTIVE INDIVIDUAL
FREEDOM
Benchmark Brands decoded
PERSONALITY ATTITUDE
Sage Everyman
Sage Lover
Creator Jester
Jester --
Sage Hero
Our Brand’s Personality and Attitude - I
Personality
Attitude
Why Sage?
Traditionally in India, milk is associated with goodness resulting in a wholesome, nurtured and
balanced life. However, commoditization of the product has led to synthetic extensions in the form of
flavoured beverages. Our sourcing and innovation in processes has allowed us to create a
harmony between natural and delicious.
Embodying the personality ‘Sage’ will allow our brand to tell the unique story of creating a pathway for
the most natural, fresh and delicious products in a bottle.
A Sage brand:
1- Will encourage customers to think
2- Are based on new findings or esoteric knowledge
3- Will differentiate themselves from others whose quality or performance is suspect
Why Jester ?
No reason why story telling should be boring or preachy! Not limiting itself to just telling the story, being
a ‘Jester’ will allow the brand to speak to the consumers in their dynamic and constantly evolving
language.
Indulging the consumer for their love for taste, the private moment of contentment and the delight in
discovery – being ‘Lover’ will romanticize the brand. Embracing the consumer in the journey of the
ingredients, processes and end product, the brand as a ‘Lover’ will tantalize senses and awaken the
inner you.
A lover brand:
1. Helps people be part of a crowd, helps find friends or dating partners
2. Wants to give people experiences they love
3. Helps people have a good time
4. Differentiates from pretentious, established brands
My fruit tart is I love the
a show stopper kitchen. Not
just as a place to
cook and eat,
but a place to
live in
EXPRESSION
METAPHOR
BELIEF
FRAMEWOR SCENARIO 1 SCENARIO 2
K
Natural and Fresh Natural and Fresh RTD
CORE RTD Dairy Beverages Dairy Beverages
EXPRESSION
BELIEF
Thank You.