The document discusses strategies for the brand Carotino, an Indian neutraceutical company. It outlines Carotino's business and brand objectives to become a leading player in the edible oils market. It then analyzes the company's products, target customers, consumer behavior, competition, and proposes positioning Carotino as a premium, healthy, and trusted brand through an integrated communication strategy involving ATL and BTL activities over three years.

1. Carotino (India) Private Ltd. Brand Strategy & Design Consultancy 9 th July 2009

2. Carotino I Business & Brand Objective

3. Vision- To Become a Leading Neutraceutical Company http://www.synergyfood.com/aboutus/ Carotino I Business Objective India's edible oil consumption is 12 million metric tonnes per year and Carotino are looking at about 150,000 metric tonnes per year http://www.bernama.com/bernama/v5/newsbusiness.php?id=394306 Carotino I Brand Objective

4. Carotino I Products & Target Audience

5. Carotino I Product Offerings *Source- http://www.synergyfood.com/products/export/deoiled-soya-lecithin/ Export Retail Commodity Confectionery Deoiled Soya Lesithin Carotino Classic RBD Palm Olien Margarine Richine Beta Carotino Standardized Soya Lecithin(Liquid) Humlog Glycerin USP Grade Margarine CaroFry CF50 Palm Mythle Ester Palm Fatty Acid Distilate

7. Carotino I Consumer Behavior

8. * Visual representation only Carotino I Consumer Buying for Food Products: Factors for Buying Decision

9. Exposure & Awareness Perception Repeat Purchase First Purchase ATL, BTL, Cookbooks, Cookery Shows, Mindshare, Social Events/ Chats/ Discussions Word of mouth, Referrals Visibility, Value: Cost- Benefit Process/ Steps & Influencers: Target Audience I Consumer Buying Process

10. Perception Tactile Performance Re-Assurance Purchase Re-Purchase Purchase Packaging & graphic Influence the Buying Decision at this stage Purchase Target Audience I Factors Affecting Buying Decision in Modern Trade Cost is not an issue Consumer Mindset is the concern

12. Competition I Brand Identity & Communication

13. Carotino : Categories Key Messaging Carotino Classic oil Humlog CaroFry CF50 Margarine Richin Beta Carotino Margarine Health Assurance Kiya Kya? Palm oil for healthy daily Cooking Healthy oil for deep frying Enriched Beta Carotine Enhances texture and mouth feel of baked products Uniquely enriched in natural pro-Vitamin A and Natural Vitamin E A good natural source of Lycopene and Co-enzyme Q10 Ideal for all culinary needs Ideal oil for Deep frying. Best for regular cooking. Rich in carotenes and vitamin E High smoke point (240) High oil stability index Longer fry life Specially formulated to enhance and mouth feel of baked products Gives the product a rich golden yellow color Natural blend of Carotenes, Tocopherols and Tocotrienols

18. Olive oil products

19. Carotino I Why Change?

20. Trusted Global Modern Experienced Not widely known in Indian Markets Carotino I Brand Values

21. New brand relationships Redefined value propositions More consumer awareness Emerge as premium health product company Market penetration Why Change?

22. Changing needs From Media Bombardment Single USP From Generic Fragmented Products From Market Share ‘ Good for heart’ Emotional Connect Bundled Benefits Expert Portfolio of Health Products Mind Share Holistic Development What has changed? Concerned over Unbothered Brand over Needs Health over Cost Premium Product over Cost

23. Product Offering & Quality no more the differentiators

24. Rich Product Ingredients no more an USP

25. Incrementalism is then the name of the game

26. Soon everyone is a Master

27. How does Brand Carotino measure V/s this change?

28. Though there are variety of Product offerings… The question is, are they the best in holding sizable mindshare?

29. Current Touch points & Communication Non Communicative Poor Brand Recall & Visibility Stereotypical & Me too look: Olive Oil Does not exude Superior Health Benefits Mediocre Imagery Non Utilization of Consumer Touch points Not in sync with the vision

30. Carotino I Brand Strategy

31. Everyone is offering the same Everyone is a Master

33. How do we Differentiate? How do we create Brand Awareness & Recall? How do we Connect Customer to the Brand? How do we Create Sizable Mind Share? Challenges

35. Carotino I Brand Positioning

36. Value - Value + Non-Healthy Healthy Carotino I Positioning * * Based on Visual representation only Olive oil Local Brands Premium Cooking Oils

37. BRAND PROMISE To deliver Premium Health Benefits

38. BRAND PERSONALITY Premium. Healthy. Trusted.

39. VALUE PROPOSITION Premium Healthy Lifestyle

40. Carotino I Brand Road Map

41. Year 1 Year 2 Year 3 Brand Objectives Establish Carotino’s Product range and key USP’s across categories Position Carotino as a Premium and Preferred Cooking Oil brand Instill, Establish & Drive Sales Create Brand Awareness & Imagery Achieve Sizeable Mindshare Possible Brand Expansion to other Health Products Consolidate & Gain Mindshare & Market share Leverage Premium Positioning for Value & Sales Benefits Leverage Brand Equity to Capitalize on Portfolio of Products Maximize & Benefit

42. Carotino I Communication Strategy Development

44. Brand mantra is ` when the consumer is confused, the brand is refused .' To rebuild the brand, project them as oils of the highest quality, consistent with the ….. image . The packaging graphics needs to be tweaked. The packaging also carries a purity seal saying `the same pure taste.' The company hopes that this will gain it awareness and trial . The advertising will be a mix of television and print . Direct marketing efforts will see in-home sampling in towns and cities to acquaint consumers with the brand& benefits. There will be in-store promos as well. The company needs to grab the consumer with a variety of messages… The positioning to be adopted will be that….. " Creates magical moments by transforming the way the food looks, tastes and makes you feel ." There is a need for other brands &need them to launch other kinds of products, such as a brand based purely on the health platform. Carotino I Brand Mantra

48. Carotino I Touchpoints

51. 1. Health ( Helpful, Transformative) 2. Fun/ Family/ Taste + Health (Tasty, Enjoyable) 3. Class ( Recipes/ Cook Books/ Chef) + Health (Confidence, Pride) Carotino I Brand Entry Pathways

61. Carotino I Media Plan

62. ATL Plan (2009 – 10) May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Brand Strategy & Identity Website Designing Marketing Collaterals E-newsletters E-Mailers SEO Print Ads Social Events/ Chat shows Exhibitions

63. BTL Plan (2009 – 10) May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Modern Trade Displays Modern Trade Campaigns Sponsorships to Cookery Shows/Competitions Kiosks at Up market Areas Kiosks at Premium Gymnasiums/ Fitness/ Leisure Destinations

64. The Growth Catalysts