To position mother brand Savis, along with Namkeez and Chikkito in the market with a new and unique consumer market proposition.

To emotionally connect the brand with our target consumers, increasing brand awareness and long term consumer loyalty

Case studies on competitors, consumers and strategy: Secondary data collection | Primary observational research | Consumer interactions | Character Profiles | Consumer Journeys

Innovating strategies to fit the context: Individual and group brainstorming sessions | Affinity mapping |Strategy selection criteria and guidelines | Evaluation matrix

The Indian snack market, being highly competitive, one of the main challenges was identifying key insights as to what could make Savis different from other successful competitors. The product range offered by Savis had no USP of its own that could be offered as a ‘better’ product to the massive consumer market, mainly dominated my players such as Haldirams and Maiyas.

Early research findings made it clear that consumers were picking up snacks only based on factors such as brand name, price and popularity. Majority of the competition were leveraging only the festive and traditional aspect of the product and targeting women as their main buyers. To disrupt this flow, the focus was put on the new age Indian and what makes them click. Primary research and qualitative data analysis showed us the changing face of the new age Indian. The strategy was to divide our target market into niche segments and emotionally connect with each segment to be able to sell to a variety of target groups rather than just women. Diversity marketing techniques were planned for each group with specifications based on each consumer profile and behavior. Campaigning mediums were spread across all areas that can affect the decision making process in the whole consumer journey with relevant touch points and entry strategies.