Strategy Presentation

Gujarat Foils
BY
SUSHANT KAMBLE
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 FMCG Branding

Account Planning & Research Perspective

By

Sushant Kamble
 Begin from the beginning
Quick environment Scan

We know: We want to know: Possible source:

1. Size of the category: Current size of aluminium

a) Aluminium foil industry: food wrapping foil industry: Neilson: Paid one time report
5000 Crs Brand size: or regular paid data
b) Aluminium food wrapping
foil industry 2001 :250 Crs IRS: Foil / Surrogate category

Current growth rates of

2. Category growth rates: aluminium Internal sales data projections
Aluminium foil industry:15- food wrapping foil industry
20% p.a

3. Competition: One Market shares & Trade visit with sales force
national active “brand” Region wise local 1. Purchase all SKUs
-Freshwrapp competitors 2. Guesstimate share of shelf
Many local players – Jackson
in Mumbai, SR in Delhi

Scientific differentiation in Factory Visit

4. Substitutes: Indirect – benefit between these
Ziploc bags, Thermal products and aluminium
Tiffins, Tissue paper foils

Source:
http://www.business-standard.com/india/news/gujarat-foils-to-invest-rs-350-cr-in-backward-integration/371597/
http://www.hinduonnet.com/businessline/catalyst/2001/04/05/stories/1905l051.htm
 Begin from the beginning
We know:
5. Consumer behavior
I] Why they buy?
-Keeps food
fresh
-Keeps food bacteria
free.
-Keeps oil from
leaking
-Preserves night food
-Prevents fermentation
II] How Much they buy?
Average 1.5 pack/month.
III] Why they don’t buy?
- Perceived cost: Rs.100
- To be used only in summer
- Not required for non oily food
- Silver coating mixes in food.
- Only people who don’t have
time use it.
We want to know: Possible source:
Demographic and Primary Research
Psychographic consumer profile
& media habits
Brand Objective:
Increase penetration /
consumption of existing products
and /or introduce new products
Brand proposition: Which brand
benefit will take up a unique
position in consumer minds
Brand Personality: How is the
brand perceived in terms of
human qualities
Brand Identity: Logo, name,
color, tagline, ambassador
Brand Strategy: Product
(includes packaging), pricing,
place, promotion
 Output of Primary Research

People know why don’t know why they buy, but they know why they
don’t buy.

 Housewives believe that aluminum foil keep food (Roti) warm, fresh
and Healthy. (Definition of fresh for them is maintaining softness of
roti)

Housewives buys aluminum foil because there friends buy it, because
their children urge to buy it, and because retailer force them to buy by
giving some incentives.

Among those who don’t buy it because they know that use of
aluminum foil for wrapping chappati, doest help to keep it fresh.

Cotton Tissue paper is good and cost effective replacement to wrap

chappatis instead of aluminum foil.
 Where Nutriwarp Stands

Nutriwrap Distribution Network is very week.

Brand awareness is almost zero.

Packaging is Dull, doest stand out like freshwrapp and SR foils.

Nutriwrap is more use in local Saloons for Hair Coloring.

Nutriwrap is used in HUKA FOILS.

Unwanted SKU’s of Nutriwrap have created lot of confusions.

Brand Architecture
Restructuring
 Brand Architecture

Brand architecture is creating clarity or organizing chaos.

The speeds at which markets shift, corporations merge and new products come to market and
subsequently become obsolete is ever increasing. A company better have a brand architecture
that can accommodate new brands and
still keep it simple.

“The brand architecture need not define how a company is organized internally. It is for the consumer
to match his needs with company’s wide range of offerings wit ease.”

So, step 1 is to think of it from consumer standpoint… keep it simple.

 Brand Architecture

Types of architecture:

1. Only corporate name: TATA, GE, FedEx, No FMCG

Plus:
a) All Tata brands will be “trusted”.
b) Saves cost of branding new brands.

Minus:
a) If Tata AIG gets a bad name in consumer minds, so will
Tata Motors probably.

b) Individual brands don’t have their own identities

that reflect their brand proposition

Can we drop Nutriwrap and call all products Gujarat Foils? No.
Also, Gujarat Foils is not a generic name.
So this option is ruled out.
 Brand Architecture

2. Both corporate name and brand name: Nestle’s Kitkat, Cadbury’s DairyMilk

Plus: It has the same advantages as type 1. Additionally, individual brands can have their own identities

Minus:
a) If Tata AIG gets a bad name in consumer minds, so will Tata Motors probably.
b) Selling off the brand is difficult.

Can we have Gujarat Foils, Nutriwrap and the variant name (school foils etc) ? Chaos. So, no.

3. Only brand name: HUL, P&G are examples of this type. All its brands have little reference to the parent Co.

We can go for this option.

 Brand Architecture

As research helps us to target the whole new segment of Hair Color foil and Hukka foil, We have decided
To extend the market to Saloons and Hukka foils where Kashmir Gate was only competitor.

Nutriwrap by its name stands for food, nutrition, freshness and health i.e. it is food packing brand.
Therefore, below is the recommended structure.

Should be launched as new brands

“defined broadly”. For example,
GFL Hukka foils.

Pls. note: Instead of Nutriwrap’s Chapati foil, we can call it Nutriwrap for
Chapatil. Chapati foil from the makers of Nutriwrap is possible
but not recommended as it creates multiple brands in the minds
of the consumers.
 Brand Architecture

We don’t recommend the following 2 structures, but if it is a business call to have “Nutriwrap” for all brands
we can go for either of them:

Rules:

1. Redefine Nutriwrap as, “a aluminium

as well as plastic foils and containers brand”.

2. Add a word that helps create brand

and line extensions using the same name.

3. Why “Aluminium foil” ?

a) that’s how layman refers them.

b) It allows endless expansion in terms of form,

shape, usage.

4.Any new form i.e. plastic or containers

need separate heads
Brand Architecture

Another possibility is to group all SKUs basis

target audience i.e. Customers & Business.

This will help us

a) associate a word similar to
“professional” which is more relevant to businesses.

b) B2B branding varies from B2C: B2B brands

need to be less flowery, more direct and an
affirmation of trust or quality.

c) Same product for different divisions can be

named differently. For instance, in the below
example, nutriwrap homefoil’s food clings are
called nutriwrap professional’s plastic foils in B2B.
 Brand Architecture

In Conclusion: There is no right or wrong approach. There are companies that don’t follow the
pure approach and go for mixed architectures like the NIKE case below. If tomorrow, Gujarat
Foils is picked up in news and becomes a name bigger than Nutrilife, subsequent
new launches can have Gujarat Foils.
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