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Carotino (India) Private Ltd.

Brand Strategy & Design Consultancy9th July 2009

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009 Carotino I Business & Brand Objective

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Vision- To Become a Leading Neutraceutical Companyhttp://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 yearhttp://www.bernama.com/bernama/v5/newsbusiness.php?id=394306

Carotino I Brand Objective

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Carotino I Products & Target Audience

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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

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Carotino I Target Audience

Attributes of User Group Hectic Routine

Busy schedules

Long working hours

Work-life imbalance

Irregular eating habits

Heavy dependence on junk food

Shopping in malls / supermarkets

Target User Group

SEC: A1/ A2 Families

Affluent Health-Conscious Indian Middle Class

People who go to the Gym Regularly & are Diet-Conscious Community

Key Decision Makers / Influencers of User Group Housewives

Doctors / Specialists / Dieticians

Gym / Fitness Instructors

Chefs in Cookery Shows

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Carotino I Consumer Behavior

* Visual representation only

Carotino I Consumer Buying for Food Products: Factors for Buying Decision

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

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Perception

Tactile

Performance

Re-Assurance

Purchase

Re-Purchase

Purchase

Packaging & graphic Influence theBuying 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

Very low Visibility at Pont of Sale-Especially Modern Trade

Non Premium / down market communication on products

No Communication of Benefits of using the product before selection

Too many questions, all answers are not available, consumer doesn’t know what to do

Dilemma of Health Vs Cost can make or mar the buying decision

No takeaway / communication through which the customer can remember the brand

No recall generation mechanism in place

Target Audience I Current Touchpoints - Gaps

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Competition I Brand Identity & Communication

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Carotino : Categories Key Messaging

Carotino Classic oil Humlog CaroFry CF50 Margarine RichinBeta Carotino

Margarine

Health AssuranceKiya 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

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Good for heartDil Ko Rakhiye Jawan

Aapke Haath Mumkin Har Baat

Helps reduce Cholesterol Absorbs less into your food Balance between health and taste Incorporating the latest technological advances in all our products

Good quality light edible oil Light and healthy cooking medium

Competition I Brand Communication

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The Healthy Oil For Healthy People

Anokhi Shudhta Anokha Asar

Consistency in quality and supplies Health Taste Lightness Vitality

High purity Free flowing

Competition I Brand Communication

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Ab Bas Toot Pado

Aroma and flavor Makes food delicious Long shelf life Healthy, natural and light in taste & appearance

Competition I Brand Communication

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Stay light and active Indulge in your favorite foods without guilt Knowing that you have the trusted quality of Cargill

Aroma and flavor Makes food delicious Long shelf life Healthy, natural and light in taste & appearance

Khao Lite, Jiyo Lite!

Competition I Brand Communication

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Olive oil products

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Carotino I Why Change?

Trusted

Global

Modern

Experienced

Not widely known in Indian Markets

Carotino I Brand Values

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New brand relationships

Redefined value propositions

More consumerawareness

Emerge as premium health product company Market penetration

Why Change?

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

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Product Offering & Quality

no more the differentiators

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Rich Product Ingredients

no more an USP

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Incrementalism

is then the

name of the game

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Soon everyone is a Master

How does Brand Carotino measure V/s this change?

Though there are variety of Product offerings…

The question is, are they the best in holding sizable mindshare?

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 pointsNot in sync with the vision

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Carotino I Brand Strategy

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Everyone is offering the same

Everyone is a Master

The challenge is to communicate Superior Health Benefits across variety of Product offerings…

To Engage & Connect to the Evolved TG

To Establish Premium, Healthy, Trusted Brand/ Products

For Better Mindshare

To be able to Drive Sales

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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

Strengths Core Competence in Healthy Oils Strong Health Benefits Global outlook

Weakness Weak Communication: Doesn’t emotionally connect to TG Low Visibility & Awareness Lower Acceptance to Premium Cooking Oil Lower spends on Brand Activation & Mass Media Late Entrant

Opportunities Growing Middle Class’s Greater Attention to

Personal Health Care Stressful Lifestyle & Reducing Immunity Levels No Major Player in Competition

(Between Olive Oil & Saffola) Niche Market

Threats Health Vs Cost Dilemma of Consumers High brand perception of competition Perceived as too premium Taste Assurance

Carotino I SWOT Analysis

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Carotino I Brand Positioning

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Value -

Value +

Non-Healthy Healthy

Carotino I Positioning*

* Based on Visual representation only

Olive oil

Local Brands

PremiumCooking Oils

BRAND PROMISE

To deliver Premium Health Benefits

BRAND PERSONALITY

Premium. Healthy. Trusted.

VALUE PROPOSITION

Premium Healthy Lifestyle

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Carotino I Brand Road Map

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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

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Carotino I Communication Strategy Development

Objective To position Carotino as the Leading brand offering: Premium cooking oil with

real health benefits

Strategy To effectively use the media mix, get the brand in the top buying consideration

for Premium/ Healthy cooking oil

Long-term goal To establish the brand as the most preferred brand in its category

Short-term goal To create high visibility and announce the entry of Carotino To create awareness about health benefits of Carotino Achieve Penetration & Mindshare on Premiumness & Health

Carotino I Communication Goals

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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

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Part I Strategy Development

Strategy

Product concept development and brand positioning

The many ways of seeing health

The "wellness generation"

Health products stumble

The information overload

Choosing a personal path to health

Just one trend among many

Convenience

Cash-rich, time-poor

Women: Upper Middle class and Higher class

Increase in single-person households

Carotino I Part I Strategy Development

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The value chain starts in the mind of the consumer

The Ambition: Adding Hi-Tech to food for higher added value

Hi-Tech = innovations in technology& Science

Hi-Touch = innovations in marketing

Producer Value or Consumer Value?

Applying the lessons from the food market

Corporate culture can define whether your company chooses Hi-Tech or Hi-Touch

Production-centered businesses

Consumer-centered businesses

Is your marketing about science push or consumer pull?

Carotino I From Hi-Tech to Hi-Touch: Science Push or Consumer

Pull?

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Targeting The Different Stakeholders Of Health

Lifestyle stakeholders

Brands with lifestyle appeal

Mass market consumers

Functional foods marketing strategy: develop the market, stakeholder by stakeholder

Using the Functional Foods Marketing Model

Why target a niche in the mass market?

Carotino I Targeting The Different Stakeholders Of Health

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Carotino I Touchpoints

Touchpoints

Point of sale-In store branding

My Cookery Page

Email

Dealer

Gifts to Premium Health Clubs

(mugs / coasters / calendars)

Gifts / Takeaways (card holders /

keychains / Watches)

Media Mix

Website

Kiosks

Health/ Fitness Magazine

Lifestyle Magazine

Invite for a Social Event

Newsletter / Direct Mailers

Print ads (Magazines)

Social Event Branding

Internal / Branch Branding

Product Leaflets at Modern trade

Sponsorship

Golf tournamentWeight reduction/ gain Competition

Talk Shows on Lifestyle TV ChannelsHealth management seminars Social Gatherings-Social Discussions/ Chats

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Sponsorships to-

Cookery Show & Events at Star Hotels/ Restaurants

Golf/ Weight Reduction/ Gain Competitions

Kiosks at:

Up market Areas/ Corporate Parks

Premium Gymnasiums/ Fitness/ Leisure Destinations

Carotino I Touchpoints – New Possibilities

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

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Health

Positioning: Look at connecting to the-

Gateway to good health

Active Life

Feels Good

Better way of living life

Reduce your weight

(Taste is a part of this pathway)

Carotino I Brand Entry Pathway 1

Carotino I Brand Entry Pathway 1 I Promotion Route

BTL

Sponsorship

Golf/ Snooker Tournament

Fitness/ Weight Gain/Reduction Competition

Direct Mailers

Free Samples/ Gifts

Kiosks

ATL

Talk shows-TV, Radio

Health/ Fitness Magazines

Lifestyle magazines

Specialised Website

Web Banners

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Fun/ Family/ Taste+ Health

Positioning: Look at connecting to the-

Joy of eating

Ideal happy family

Gateway to garnished delicious food

Everyday moments of enjoying tastes

Grounded, real relationships & understanding

Carotino I Brand Entry Pathway 2

BTL

Direct Mailers

Gifts / Takeaways (card holders / key chains / Watches)

Kiosks in Corporate Parks/ Commercial Spaces

Free Samples/ Gifts to Corporate Employees

ATL

Cookery Shows-TV

Cook Books

Health Magazines

Lifestyle magazines

Web Banners

Carotino I Brand Entry Pathway 2 I Promotion Route

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Class( Recipes/ Cook Books/ Chef)+ Health

Positioning: Look at connecting to the

The High Life

Because you deserve it

Limited Edition

Not for the Masses

Specially for you

As special as you are

(Taste is a part of this pathway)

Carotino I Brand Entry Pathway 3

ATL

Cookery Shows-TV

Cook Books

Health Magazines

Lifestyle magazines

Web Banners

BTL

Premium Class Cookery Shows & Competitions at Star Hotels

My Cookery Email Accounts

Direct Mailers

New Product Samples/ Recipes/ Gift

Kiosks in Upmarket Areas

Carotino I Brand Entry Pathway 3 I Promotion Route

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What it can be What it need not necessarily be

Rational

High Quality Healthy Enriched

Rational

Technological Clinical/ Medicinal Value for money

Emotional/image

Rich ingredients Beneficial Refined

Emotional/image

Empowered In control Transformative

Carotino I Brand Architecture

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Strategies To Enter The Market:

Strategy 1: Leveraging nutritional assets

Strategy 2: New category creation & segment creation

Strategy 3: The functional foods make-over

Carotino I Strategies To Enter The Market

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The Four Factors in action: Up & Go

The first factor: Make your product the best solution to a need

Finding changes in consumer behavior is one of the keys

Who, when and why - the key questions to find the best possible consumer

Old guys don't drink smoothies

Gatekeeper marketing

The second factor: Accept the ingredient

Find out what the consumer knows

What is this ingredient doing in this product

The third factor: Understand the health benefit

Consumers and health claims

Trust in the message

Feel the effect makes it easier to understand the message

The fourth factor: Trust the brand

Create Trust in the Brand (Trust in a new brand?)

Brand differentiation on expertise

Carotino I Part II Brand Development

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Carotino I Media Plan

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

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

The Growth Catalysts