This document provides details of a case challenge submission by Team Winner's Curse for ITC Interrobang's 'Creaming Cookies' challenge. The team conducted research to identify consumer needs and preferences in the cookie market. They developed concepts for new cream cheese filled cookie offerings and tested them. Financial analysis showed extending their existing Delishus brand was more viable than a new brand. The proposed product strategy is to introduce new Delishus cookies filled with flavored cream cheeses to target premium customers.
This document provides details of a case challenge submission by Team Winner's Curse for ITC Interrobang's 'Creaming Cookies' challenge. The team conducted research to identify consumer needs and preferences in the cookie market. They developed concepts for new cream cheese filled cookie offerings and tested them. Financial analysis showed extending their existing Delishus brand was more viable than a new brand. The proposed product strategy is to introduce new Delishus cookies filled with flavored cream cheeses to target premium customers.
This document provides details of a case challenge submission by Team Winner's Curse for ITC Interrobang's 'Creaming Cookies' challenge. The team conducted research to identify consumer needs and preferences in the cookie market. They developed concepts for new cream cheese filled cookie offerings and tested them. Financial analysis showed extending their existing Delishus brand was more viable than a new brand. The proposed product strategy is to introduce new Delishus cookies filled with flavored cream cheeses to target premium customers.
This document provides details of a case challenge submission by Team Winner's Curse for ITC Interrobang's 'Creaming Cookies' challenge. The team conducted research to identify consumer needs and preferences in the cookie market. They developed concepts for new cream cheese filled cookie offerings and tested them. Financial analysis showed extending their existing Delishus brand was more viable than a new brand. The proposed product strategy is to introduce new Delishus cookies filled with flavored cream cheeses to target premium customers.
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
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
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)
