DY Works Strategy Presentation

DropKaffe

Date: May 9, 2016

Contents of the presentation

• Brand Story

• Strategy : Immersion

- Brand Stakeholder Interactions

- Category Scan

- Competition Analysis

- Consumer Study

• Strategy | Defining the brand

- Brand Seed

- Brand Personality and Attitude

The journey so far..

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.

The current portfolio includes:

- Classic
- Hazelnut
- Vanilla
- Mocha
Objectives

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

Vision Product Story Product Portfolio

• 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

Benchmarks Channel Distribution Why Our Brand

• Honest Tea • MT + Online • Product is the hero – content

• Innocent • HORECA of the product – what is going
• Blue Bottle • Travel inside the body
• Jimmy’s Iced Coffee • 90% PP and 10% glass bottles • Virtues of freshness and
• Suja for MT natural
• Availability of fresh product on
shelf – don’t have to make it at
home
• Great taste and real flavors
• Innovative
 BRAND STAKEHOLDER INTERACTIONS
Consumer
• Online and Offline consumer
persona similar
• 100% digital
• Aware, looking for experiences
• Positive sentiment towards flavours
• Acceptance of price point
• Acceptance of packaging
• Able to detect change in flavour due
to change in process
• Demand for experience
Retail Environment
• Good product – selling off shelves
• Foodhall & GNB loyalty won
• Requires promoters for product
distinction
• Demanding only chiller space
• Feedback on longevity of
product
• Poor cold supply chain
infrastructure in outlets
• Poor chiller display infrastructure
Bye DropKaffe & Coffiato
• Need to be a larger brand that
stands for more
• Equity for Coffiato but
consumer base is small
• We want to capture the other
95% who don’t know the brand
AUDIT OF EXISTING PRODUCT

• Bean to bottle in 7 days

Product
• Roasting only 72 hours before bottling
• Grinding 2 days before bottling
• Cold brew technique – better flavour, aroma and
easier on the palate
• Use of natural extracts and true flavours
• UHT milk without any processing
• Introduction of new flavours
• Low shelf life – upto 10 days only owing to no
synthetic agents / flavors for longevity

Structure • Glass bottle lending a premium feel

• PP bottle to lend greater penetration to the brand
and wider offering
• Packaging that does not interfere with the product
• Structure reminiscent of the purity and goodness of
milk

• Largely online channels appealing to the online

audience
• Quirky fun communication
• Communication focus on goodness of the product
Channel
Key Takeaways

• Build a fresh dairy based RTD beverages company

• Brand will encompasses dairy at large (roadmap to smoothies, milkshakes)

• 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

• Pillars of the brand – Superlative taste, Natural, Fresh

• 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

• Growing popularity of cold

pressed juices
• Regional players gaining
foothold in the category

• Currently in chillers with dairy

beverages and cold pressed juices
• Low varianting on shelves
• Need for tangible access

• Cluttered Shelves
• Chillers dominated with dairy products
• Beverages across categories on
ambient shelves
 DAIRY BEVERAGES CARBONATED DRINKS CANNED FRUIT JUICES

Health Refreshing Nutrition

Goodness of Taste Taste
milk Experience Refreshment
Taste Freshness,
Natural

NON CARBONATED DRINKS COLD PRESSED JUICES BOTTLED FRUIT DRINKS

Refreshment No
Taste
Benefit Preservative
Experience
Taste Fresh
Natural
Nutrition
 Category mapping on the functional proposition graph

Carbonated Drinks

Canned Fruit Juices

HIGH
Bottled Fruit Drinks

Non-Carbonated
Drinks
Dairy
MEDIUM
Cold Pressed Juices

LOW

Natural Freshness Taste Health Nutrition Refreshing

 Our position on the functional proposition graph

Carbonated Drinks

Canned Fruit Juices

HIGH
Bottled Fruit Drinks

Non-Carbonated
Drinks
Dairy
MEDIUM
Cold Pressed Juices
Our brand

LOW

Natural Freshness Taste Health Nutrition Refreshing

Key Takeaways – retail environment

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.

• Therefore, although unique in combination, a proposition of natural, fresh and taste

does not allow us to create a brand that is sharp and impactful

• 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

Decoding the pack:

• Packaging injected with a sense of fun

• Retro styling using hand crafted typography

• Playfulness throughout the identity

• Dominant use of white to cue freshness

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:

• Cold-pressured, always organic, never (ever)

GMO, chemical-free, filler-free, gluten-free,
preservative-free, juice without the junk

• To help people everywhere transform their

lives through conscious nutrition

• Mission to get the best quality organic and

Non-GMO juice into as many hands as
possible.

Product range:

• Three ranges of delicious Cold-Pressured

• Organic & Non-GMO juices & smoothies cold-

pressured organic offerings
Suja

Decoding the pack:

• Simple bottle with transparent packaging

revealing what’s inside the bottle(color)

• Strong display of ingredients graphics on the

pack

• Product proposition amplified on the pack

with claims and benefits

Personality : Sage, Attitude: Hero

Communication:

Benefit led communication with focus on interspersing the juices with daily regimen
Innocent

Brand Claims:

• Not sweetened, not concentrated

• Healthy to consume because of 100% natural

ingredients

• Tastes Good – Does Good

Product Range:
• Smoothies (Adult and Kids)
• Juices (Adult and Kids)
• Coconut Water
• Bubbles
• Fruit Tubes
Innocent

Decoding the pack:

• Use of iconic ‘Innocent’ graphic – face with
halo – prominent on all packs
• See through bottles to gauge the actual
product
• Personification of ingredient with innocent
banding on some ranges
• Use of fresh natural ingredients to further
amplify the brand promise

Personality : Creator, Attitude: Jester

Communication

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:

• Made from 100% natural and organic ingredients

• Healthy to consume because of 100% natural ingredients

• Sweetened by Fair Trade organic sugarcane, organic

honey, organic fruit juice, Stevia, Erythritol and organic
Maple Syrup

• Tea brewed from organic, hand picked and Fair Trade

Certified tea leaves

Product Range:
• Honest Tea
• Honest Tea Glass Bottles
• Honest Fizz
• Honest Summer Refreshers
• Honest Kids
• Special Tea (Brewing Machines)
Honest Tea

Decoding the pack:

• Simple bottle with transparent packaging
revealing what’s inside the bottle(color)
• Strong display of ingredients graphics on the
pack
• Product proposition amplified on the pack
with claims and benefits

Personality : Sage, Attitude: Everyman

Communication:

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

• Roasted only 48 hours before serving

• Use of finest, most delicious and responsibly

sourced beans

• Use of compostible bags for sale

Product Range:

• Blue Bottle at home – espresso, blends and

single origin coffees

• Blue Bottle Cafes

• Iced Coffee
Blue Bottle

Decoding the pack:

Predominant use of white and brown as a base

for simplicity, freshness and impact

Use of iconic blue bottle

Personality : Sage, Attitude: Lover

Communication:

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

Experimental Brand conscious but not loyal

Crunched for time
Actively seeking the unknown Selection of brands to validate
Impulsive
Values peer opinion and judgement image of self
And to understand this consumer deeper in
the context of our brand, we started with a
few questions ..
Existing consumers on Coffiato

Interesting packaging.
Love the flavours.
Would love to reuse the Taste is just right
Hazelnut is the best
bottle

Would want to see

Very easily available Truest flavours
healthier options

Real coffee flavour My 4pm cuppa If it was available, I’d get it

at least once a week!

Equity of the brand

Great flavour
Apparent freshness from low shelf life
Convenient in structure and delivery
 Consumers across Mumbai, Delhi and Bangalore
Understanding
consumer
lifestyle
- Live and let live attitude
- I select brands that make me
comfortable and are an extension
of my personality
- My work is a huge part of my
everyday life – that’s what a
start up does to you
- Not really brand loyal, but will
go out and seek any new
offerings
- Living each moment to the
fullest
Consumer F&B
Choices
- Not so particular about grains and
staples
- Seasonal Choices
- Anything that isn’t on shelf for too
long
- Evolution in brand selection
from known to unknown - Anjali
Mukherjee multi grain bread,
greek yoghurt, nachni chips, kale
chips, diet chivda
- Experimenting with ready to eat
formats - Chef’s Basket, MTR
breakfast and rice
- Keya spices and mixes, sandwich
spreads, salad dressings
Choice and
usage of
beverage
- Beverages – Plethora of
choices - juices for taste and
health, Cola’s for taste, Dairy –
Chaas for something fresh
- Choice depends on situation
and season as well
- I pick up what I’m craving for
- Meal accompaniments
- Refreshment
- Can I drink this instead of
water?
Consumers across Mumbai, Delhi and Bangalore

Attributes sought The need for Anonymous Brand

out in beverage fresh and natural

- Nothing on shelf is fresh

- Should not be expired
- Should look undamaged in
packaging
- Good in taste
- Less sugar if possible
- Prefer something made in
front of me
- I should know what is in it
- Nothing packaged can be fresh - INR 50 – 70
- If I can’t make it myself, I go to - If the packaging looks
a nearby cafe attractive
- Choice of drinks made in front - The product should be
when I want to be fulfilled and interesting and
fresh differentiated
- Natural is what would be - Should be able to
made at home prove its freshness
- In other areas of life – yes – and naturalness
drinking bisleri, covering face instantly
during auto ride
Decoding natural and freshness through
Semiotics..
 Semiotic Decoding of Freshness

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

LANGUAGE MYTHS BELIEFS RITUALS AND POPULAR

As fresh as dew Positivity BEHAVIOUR CULTURE
Taaza ho Ley! 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 with me Fresh = Healthy Made live Freshometer in fridges
Stress free Restart button Out of the oven Fresh Ones
Glow 8 hours of sleep Transparent pack – ziplock bags Wet Wipes
Exhilirating Clean Bamboo and plastic baskets Fresh Prince of Bel Air
Refresh Active and dynamic Firmness of fruit Mint/Halls.Polo
Restart Power Naps Handmade Raw Pressery – cold pressed
Energize Shorter shelf life Steam over food Subway – live making
Farm Fresh Mogra = Traditional fresh Barefoot Open kitchen
Garama Garam Frozen = Fresh Holiday Blackboard
Fresh and juicy Freshness =f(smell & taste) Du Jour
Season’s best Sight and sound Fresh = Evocative
Detox Freshman
F5 (Refresh)
Semiotic Decoding of Freshness : Themes

1. A function of all senses – sight, smell, taste and touch

2. Allows for rejuvenation of everyday routine and mundane madness

3. As close to nature and source as possible

4. Fresh is safe – good for me

5. Freshness is time bound

 Semiotic Decoding of Fresh - Cultural Shifts in Fresh

WHY?

NOT ENOUGH THAT IT’S MADE IN

FRONT OF ME. I CARE ABOUT THE
FRESHNESS OF EVERY ASPECT
HOW FRESH
OF THE PRODUCT
IS IT

EMERGING

I KNOW WHAT’S GOING IN MY FOOD, I

MADE IN CAN SEE IT AND THEREFORE IT’S
FRESHNESS
FRONT OF ME FRESH

DOMINANT

ONLY WHAT I MAKE AT HOME AND

HAVE CONTROL OVER EVERYTHING
IS FRESH
HOMEMADE IS
FRESH
RESIDUAL
 Semiotic Decoding of Natural

LANGUAGE MYTHS/ BELIEFS RITUALS AND BEHAVIOUR POPULAR CULTURE

Natural Goodness Nature Worship in Hindu rituals Naturopathy Naturopathy

Natural beauty Dhanvantari Natural Remedies Nature walks
Natural’s Ice-cream Women’s hair regimen - Shikakhai Loofahs made out of dried sponge Meswak toothpaste
Nature Fresh Holy trees guard Kerala spas and massages
Nature’s Basket Elements of nature Natural fibers and roots as scrubs Natural ghee
Nature Valley Gruhapravesh – Bhoomi Pooja Natural honey Captain Planet – 5 elements
Naturopathy Agni – marriage Natural gum – honey comb Natural ink – indigo
Natural Remedies Kalpavriksha – Wish yielding tree Natural sanctuaries and parks Animal and leaf prints
Fresh from natural fiber Tree marriage Manure Vicco
Made from nature Hot water springs Eating raw foods Natural source of protein
Natural medicine Pashupathi- Lord of the animals Paleo diet Natural fiber
Natural experience Hanging gardens of Babylon Fruits and vegetables Nature and Nurture
Natural coconut oil Natural preservatives
Quite naturally

Natural sunlight

Natural is not processed

Natural is not fake or artificial

Natural products don’t have a

shelf life

Natural appearance/skin/hair

It is in her nature

Natural calamities
 Semiotic Decoding of Natural

LANGUAGE MYTHS/ BELIEFS RITUALS AND BEHAVIOUR POPULAR CULTURE

Natural Goodness Naturopathy Naturopathy

Nature Worship in Hindu rituals
Natural beauty Natural Remedies Nature walks
Dhanvantari
Natural’s Ice-cream Loofahs made out of dried sponge Meswak toothpaste
Women’s hair regimen - Shikakhai
Nature Fresh guard
Kerala spas and massages
Holy trees Natural fibers and roots as scrubs
Nature’s Basket Natural ghee
Elements of nature
Natural honey
Nature Valley Captain Planet – 5 elements
Gruhapravesh – Bhoomi Pooja
Natural gum – honey comb
Naturopathy Natural ink – indigo
Agni – marriage
Natural sanctuaries and parks
Natural Remedies Animal and leaf prints
Kalpavriksha – Wish yielding tree
Manure
Fresh from natural fiber Vicco
Tree marriage
Made from nature Eating raw foods
Natural source of protein
Hot water springs
Natural medicine Paleo diet
Natural fiber
Pashupathi- Lord of the animals Fruits and vegetables
Natural experience Nature and Nurture
Hanging gardens of Babylon
Natural coconut oil
Natural preservatives
Quite naturally

Natural sunlight
Natural is not processed

Natural is not fake or artificial

Natural products don’t have a
shelf life

Natural appearance/skin/hair

It is in her nature

Natural calamities
Semiotic Decoding of Natural: Themes

1. Inherently good and filled with goodness from nature

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

5. Natural is from nature

 Semiotic Decoding of Natural - Cultural Shifts in Natural

WHY?

NATURAL IS NOT ENOUGH

NATURAL PLUS
PLUS

EMERGING

NATURAL IS GOOD FOR ME

BETTER
NATURAL

DOMINANT

NATURAL HAS A LOWER SHELF LIFE.

PROCESSED MATERIALS HAVE
LONGER SHELF LIFE

NATURAL IS
NORMAL
RESIDUAL
Consumer analysis
The evolution of the consumer has
resulted in a shift from indulgence
to convenience to experience led
product choices. Experience is all
encompassing phenomena that
translates the consumers choice to
consumer loyalty.
Taste that is not limited to delicious
but is an experience, is being
sought. Our consumer is a seeker for
choice, variety and differentiation.
“what’s in it” and “rational
consumption” are beginning to
matter. The consciousness is on
rise – as evident in the shift in
category market shares from
carbonated to non carbonated, rise in
fruit and dairy drinks across Indian
geographies.
A narrow window for making a
purchase, the last stop for the
consumer is the believability of
the promise on the shelf. The
deep dissonance of nothing on
shelf is fresh needs to be
negated with an impactful
solution that results in love at
first sight. The speed of making
choices –further drives the belief
that the shelf acts as the biggest
moment of truth.
Building our brand
DY Works framework explained
The DY Works Framework

COMPETITIVE SET, TG, RTB

CREATING THE BRAND

AND FUNCTIONAL BENEFITS
BRAND CORE

EMOTIONAL BENEFIT AND

CONSUMER INSIGHT BRAND ESSENCE

BRAND ARCHETYPE PERSONALITY

BRAND ARCHETYPE ATTITUDE

ENCODING THE BRAND

EXPRESSION

METAPHOR

BELIEF
The DY Works Framework

CREATING THE BRAND

COMPETITIVE SET, TG, RTB
AND FUNCTIONAL BENEFITS BRAND CORE
BRAND
SEED
EMOTIONAL BENEFIT AND BRAND
CONSUMER INSIGHT ESSENCE

BRAND ARCHETYPE PERSONALITY

PERSONALITY
ARCHETYPES

BRAND ARCHETYPE ATTITUDE

Using the DY Works Brand Seed to build the brand.

Using the Jungian Archetypes to identify the Personality & Attitude for the brand.
Brand Seed Model

DY Works Brand Seed Model arrives at the

Brand Essence through a rational to an
emotional co-centric journey

The outer layer consists of Consumer,

Competition, Functional Benefits and Reasons
to Believe. The Consumer and Competitive
Analysis use both hard market data and a
qualitative semiotic analysis of culture

The outer layer defines the BRAND CORE

The inner layer has Consumer Insights and

Emotional Benefits that lead to emergence of
the BRAND ESSENCE

This model can be used – both for brand

deconstruction and brand creation
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

• Brand essence will help to articulate differentiation vis – a – vis generic

competitors, establishing foundations that will enable it to be seen as a category
leader.

• Since, the brand essence will be uncovered based on an understanding of market

gaps, opportunities from the customer perspective and the brand strengths it
will ensure a robust and credible brand that will form the basis of perceptions
and expectations.
Brand Seed, Personality and Attitude
Brand Seed
 Brand Seed
Competitive Set
Target Consumer
At the store level, the brand
From purely indulgence led choices
competes with all choices of
while purchasing branded
beverages. While several categories
beverages – consumer is moving
in this segment straddle within the
towards seeking experiences and
benefit of freshness, natural and
identifying tangible/functional
taste – none can claim all three in the
benefits for what he is consuming
truest sense (not factually).

NATURAL & FRESH

DAIRY RTD
BEVERAGES Reason to Believe
a) Understanding of the dairy
Functional Benefit infrastructure, market and its limitations
Freshness: claim proven b) Innovation with processes (cold
through low shelf life brewing technique) that allows a
Taste: bean to bottle in 7 greater retention of taste and
days, everyday indulgence flavour while eliminating the need
Natural: no preservatives for preservatives
. c) Local sourcing that supports the
factory to shelf (bean to bottle)
proposition
 Brand Seed
Competitive Set
Target Consumer
At the store level, the brand
From purely indulgent led choices
competes with all choices of
while purchasing branded
beverages. While several categories
beverages – consumer is moving
in this segment straddle within the
towards seeking experiences and
benefit of freshness, natural and
identifying tangible/functional
taste – none can claim all three in the
benefits for what he is consuming
truest sense (not factually).

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

CORE ¼ Moisturizer Deo for men with

cologne fragrance

ESSENCE Real women, real Chick magnet for

beauty losers

PERSONALITY SAGE MAGICIAN

ATTITUDE EVERYMAN JESTER

EXPRESSION

METAPHOR “Love you just the Pied Piper

way you are”

God made all thinks Aphrodisiacs and

BELIEF perfect and we are loved Incantations
and accepted as we are
Dove has a distinct functional offering with 1/4th moisturization in a
category of soaps based on glycerine.

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.

Having a ‘Jester’ attitude (tone of voice) :

1. Give consumers a sense of belonging
2. Is about having a good time
3. Ease the differentiation from highly-established brands
Dyson – a Sage Jester
Personality and Attitude - II
Attitude
Why Lover?

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

You simply must try this – it’s rich and chocolaty

and luuuuscious
Our brand framework

COMPETITIVE SET, TG, RTB

BRAND CORE

BUILDING THE BRAND

AND FUNCTIONAL BENEFITS

EMOTIONAL BENEFIT AND

CONSUMER INSIGHT BRAND ESSENCE

BRAND ARCHETYPE PERSONALITY

BRAND ARCHETYPE ATTITUDE

ENCODING THE BRAND

EXPRESSION

METAPHOR

BELIEF
FRAMEWOR SCENARIO 1 SCENARIO 2
K
Natural and Fresh Natural and Fresh RTD
CORE RTD Dairy Beverages Dairy Beverages

Liberating indulgences Liberating

ESSENCE in a synthetic world indulgences in a
synthetic world

PERSONALITY SAGE SAGE

ATTITUDE JESTER LOVER

EXPRESSION

METAPHOR TO BE ARTICULATED IN THE NEXT PHASE OF DESIGN CREATION

BELIEF
Thank You.