Delivering Accessible Organic Food Staples
Strategy is all about making an informed choice. We worked on building a strategy for an organic food brand that looked at widening the customer base by playing with one of the 4-P’s, while staying true to the category codes.
Problem Definition Solution Description Results
Organic food brands in the UAE market, like in most other markets, tends to command a premium over the non-organic products. This makes it accessible only to those who could afford to buy organic products and keeps the category out of reach for many who were interested from the perspective of consuming an healthier alternative or as their bit in favour of sustainably grown produce. This was a great opportunity for a large family owned distribution company given their strong network of commodity suppliers and their owned supply chain. Further, they also had strong relationships with retail chains and could build interest in a range of organic products which were aggressively priced.
As the marketing agency partner, it was clear that we needed to deliver a brand name and brand identity and make the same come alive in the packaging design. To initiate the process of articulating the brand promise, we conducted a word association exercise to identify the specific words that drew the highest associations with ‘organic’ as a category. Using a shortlist of words, we focused on the consumer verbatim that the colour and look & feel of the grain was the biggest motivator in purchase after the price. We therefore coined 'Whole Grain Organic' as the name for the brand. We looked at the competitive landscape and the category codes to deliver a logo that was approved after a few iterations. We then extended the same and developed master packaging for the 5 key sizes. We also looked to deliver savings from the packaging. unlike the traditional practice of developing SKU specific packaging, we designed a brand specific pouch laminate that would be typified on the packing line by using an on-line Inkjet printer to embed the mandatory information like product description, country of origin, packing and expiry dates, barcode and brand owners name and contact etc. The laminate captured the promise of clean, planet friendly products by innovative design thinking that used the negative spaces to showcase the product and convey the promise. Since the idea was to ensure that a wide basket of common-use organic staples would be made available to the widest possible audience without compromising on quality. With this in mind, we looked at the supply chain and identified the optimal order and sales volumes at specific price points so that we maty deliver the best possible value to consumers. We further extracted valuable concessions from our retail partners in driving further cost efficiency in the value chain to deliver a significant and unbeatable pricing advantage.
The brand saw a sharp lift in volumes from the date of listing and built a strong franchise of followers in a short period. We built the confidence to expand the portfolio beyond the initial 30 SKUs and venture into larger pack sizes for bestsellers and smaller 'trail' packs for other variants.
- Family Owned Group
- Strategy Formulation, Marketing Services
- Vikram Sivaramakrishnan
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