brand repositioning
TRANSCRIPT
BRAND REPOSITIONING
• Re-establish the lost consumer linkage
• Re-build brand equity and cease the brand fatigue
• Regain the lost market share of Candi
The purpose of this Mission is to guide and to inspire, rather than to distinguish us.”
OPENNESS“Diversity is a source of wealth and change
a constant opportunity”ENTUSIASM
“There are no limits. There are only obstacles to be overcome."
HUMANISM“Attention to individuals-whether they are consumers, colleagues or fellow citizens-is
at the heart of our decisions
Zeera Plus10%
Tuc8% Prince
6%Rio6%
Sooper34%
Bakeri6%
Tiger6%
Others3%
Do not know3%Peanut Pic
2%
Candi6%
Gala10%
The hallmarks of CBL-have created a tremendous demand not only within the country but also in various African and mid-eastern countries like
Mauritius, Cameroon, Dubai, Nigeria, Bahrain, Madagascar, Congo, Yemen, Guinea, Saudi Arabia, Togo, Oman and many others.
BRAND PORTFOLIOBRAND PORTFOLIO
• Chocolate,Chocolate,• Coconut, Coconut, • Strawberry, Strawberry, • Banana, Banana, • Vanilla, Vanilla, • PineapplePineapple• Power MilkPower Milk
CATAGORY LINE EXTENSION
Soft and Sweet Plain
Gala
Cream Filling Prince (Chocolate, Strawberry, Coconut, Banana, Vanilla, Pine Apple, Powder Milk)
Salty Snacks Tuc, 50 50
Indulgent/Sweet Candi, Wah
Health and Strenght
Milco Lu
Plain Glucose Tiger
Ingredient Based Zeera Plus, Peanut Plus
Soft & Sweet Plain Sooper, Bakeri, Gala, Bravo, Treat…
Cream Filling Prince, Rio, Cocomo, Jam Hearts
Salty Snacks TUC, Saltish
Indulgent/Sweet Candi, Chocolate Chip
Plain Glucose Munna, Gluco, Tiger
Ingredient Based Party, Zeera Plus
Healthy Wheat Slices, Wheatable
• Moment: Social gatherings
Too sweetToo hardNo longer on the top of consumer’s list of priority Overall brand fatigue it looked childish with sugar on it
• It is hugely evident from our qualitative research data, that Candi has slid down quite sharply, from the consumers’ list of preferences.– “It has gone behind in the market…
• Candi does not exist as a coveted, or sought after brand in the consumers’ portfolio of desired goodies any longer. Neither is it perceived as a ‘needed’ brand!
• There was a time when the same consumers confessed to being ‘hooked on’ to Candi biscuits and ate them with some regularity. But No more!
• What were once its perceived strengths are currently, perceived weaknesses:– ‘Crunchu’ = is Too hard!– ‘Sweeto’ = is Too sweet!
• “….Previously I used to eat Candi a lot, but I’m not eating it any longer….
• “When it came into the market, its style was different, its taste was different but you cannot eat too many any more…somehow..
• Candi’s taste is good and it has a chocolate flavor but it irritates you when the big pieces of sugar come in your mouth….
• “Sometimes children eat one specific biscuit regularly, but after some time when you give the same biscuit to them, all of a sudden they do not like it, and start eating new biscuits… and again after sometime, they come back to the old biscuits and leave the new biscuit…
• “People are now avoiding it because of its intense sweetness…
OUR ANALYSIS..
Over sweet....Too hard....Visible sugar grains sprinkled on top....Creates childish/ outdated imageKids are not asking for it...Inability to consume a large amount in one go...Too dark...Sticks to the teeth...Leaves a sour/bitter after-tasteResults in a heavy feelingNot nice with tea / dunking in teaSold at a higher price at some shopsDull colors (packaging)Gets soggy in humid weatherHeavier in weight
Unique shape....
Stylish..
Attractive packaging..
Crunchy..
Pleasant Aroma / Flavor...
Don‘t need tea with it – can have on its own...
Less Sweeter
No Suger Garnishing
Candi‘s packaging design is ranked above other popular brands, (including Sooper & Bakeri) - due to the unique shape of the pack, colors, and the biscuit visual.
“It’s not very fussy, quite sophisticated..
“Packaging of the pack is very attractive
“Biscuits’ picture on the pack is giving a very delicious look…
“I find the shape of Candi really good and it is very different…
“I find the Candi packet and its picture, the best among all the others…
“I like the style in which Candi is written and the shape of the biscuit is also very good….
There is an apparent inconsistency in Candi‘s brand personification, as perceived by the consumers. Their perceptions are split between product attributes, the earlier (Portrait) TVC & / or y the implication of the word candy in Candi.
THE CANDI PLANET
Dark / frightful
Dry
Narrow
Zig-zag roads made of sugar
Congested
Barren
No population
Hard surface
Rocky
Sense of boredom
Not livable
SOOPER PLANET
Good atmosphere / Nice weather
Raining
Lake with boats
People enjoying themselves
Pleasant mood
Feeling fresh
Playful mood / having fun
Children
Comfort
The Bakeri Planet
Cool atmosphere
Greenery
Mountains
People enjoying / having fun
Pleasant weather
LIFE
FUN
MUSIC
FRESH AIR
ROCKY
PARTY ON
CANDI PLANET
CRUNCHY
BLACK COFFEE
EVERYTIMESNACK
GATHERINGS..!!
FAMILY
PARTY SNACK
BONDING
EMOTIONAL DESCRIPTIVE FUNCTIONAL
HAPPINESS FAMILY EVERY TIME SNACK
Candi Lite – Taking One Step Forward…then Two Steps Back!
Less sugar
Not available
everywhere
Softer Candi Lite was good
but had no ads...
Lighter color
Candi-Lite
The Way Forward
Lots of colors...
Good models...
To use the
Latest approach
on the lines of
Sooper/
Bakeri
TVCs
-Teenagers
-Friends
-Activities that youth
can broadly relate to
-Immediate satiation of
hunger pangs
Uplifting /
Bringing
about an
extraordinary
change
in mood
To present
How Candi brings people
together, as in the
Coffee shop ad....
To project the
Rough and tough image
of Candi in an
appealing way
BRAND SCANBRAND SCAN
PRODUCT
CHANNEL
VISUALIMAGE
GOODWILL
CUSTOMER
THANK YOUTHANK YOU