Pack to Plate: Product & Pack Performance Unwrapped

Client background: Client have 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 - they also have direct to consumer sales wing - operating via website / whatsapp groups. Client would like to increase their brand presence in the retail outlets.

As a first step in working on a detailed marketing strategy, client would like to test their product performance vis-à-vis key competition in the market. And also to understand current packaging cues - what it conveys to the consumers

Problem:

The client was up againt the leading atta brand in the market - a player with distribution muscle and strong brand saliency. The client was confident of offerring 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 wa 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 evalation - there by giving a complete evaluation of the product in all stages. Consumers were requested to store the cooked roti/ chapatis for 3 hours - to replicate the real life scenario of 'packing the roti's in lunch boxes' and evaluate the packed rotis

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!