Strategic branding research

Client: Desai | Role: Design Internship with Lokus Design | Duration: 3 month (2016)

Snack behavior in India (FMCG)

Design brief: Client wants to enter the namkeen market and compete with existing brand.

Design Scope: To provide a strategic branding solution by understanding the gap between the client aspiration and existing market.

User Research: The interviews were done on target location of different SEC C1, C2, D1 and D2, across age group 14-40. The research was done by the agency on ground and I had received the recordings of all the interviews. In total I was assigned to gather insights from 114 transcripts.

Market Research: Online Research and shop retailers interview

Research Duration: 3 months

i. Competitive Research

ii. Interview Insights

iii. Research Conclusion

Home makers make the namkeens for their family, which is free from preservatives, fresh ingredients. The target audience is self satisfied.
Packaged namkeen are preferred for their long shelf life.
Local vendors provides more amount than the branded namkeens. The namkeen is crisp and fresh. Tasts better than packaged snacks.
Irrespective of all bransds, punida flavor is always in green packet, and khatta meetha is in magenta packet.
Bingo is the market leader of excruded snacks, with variety of product shape.
Namkeen is consumed in the form of snacks as well as hunger meal and wholesome meal. Every individual consumes namkeen in some or other form.
Bikaji, Haldiram and Prabhuji, belong to the same roots of Bikaner Bhujia. they have four manufacturing unit in four zones of hte country.

Note: The above slides are a 30 minute presentation.
The research analysis was conducted during my internship @ Lokus design.
For further insights please see Lokusdesign client page (project of 2016)

Disclaimer: This project was done in 2016, during my M.Des internship with Lokus Design.

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