Pack to Plate: Product & Pack Performance Unwrapped

Client background: Client has been in wheat manufacturing business for more than 3 decades. The client is a strong supplier of Sharbati atta to private label supplier to many of the national retail chains. Client is slowly trying to move into the retail branded space. Client would like to increase their brand presence in the retail outlets.

Problem

The client was up against the leading atta brand in the market—a player with distribution muscle and strong brand saliency. The client was confident of offering a better premium product at a competitive price. The client is strong in the south market—where atta is a relatively new adoption in homes and awareness of different quality is also low.

In order to get an objective third-party rating of performance, there was a need to benchmark against industry leader in blind in-home use.

Research Methodology

Quantitative study among 120 consumers were conducted—sequential monadic test wherein consumers tested client's product and one competition in blind form. Evaluation of the atta was done in all the stages:

• Visual evaluation of the atta
• Prep stage — kneading the dough & making rotis
• Cooking stage & taste evaluation
• Consumers were requested to store the cooked rotis for 3 hours to replicate the real-life scenario of 'packing the rotis in lunch boxes'

Solution

Study reassured client in their product's superior performance and as next step they can concentrate more on the other marketing mixes. Study also helped client identify key words / images in their pack which appealed to consumers more and those which they need to change/modify.

Backed by data, the brand is ready to grow and win at shelf!