A business, which aims at replicating the taste and the nutrient profile of animal meat through plant-based sources. The world we live in today, has various problems. Climate change, greenhouse gases, deforestation etc. The brief included an identity creation for a brand with a mission of leaving the world a better place for the future generations.
To provide an eco-friendly alternative for the taste of meat.
To make the world a better place for future generations by removing animals from the food chain.
To make the world a better place for future generations by removing animals from the food chain.
• The philosophy of Blue Tribe is to convert non-vegetarians into potential customers here, rather than changing the taste palettes of vegetarians.
• This also includes people who feel guilty about eating non-veg, or the ones who cannot eat it due to auspicious days and the ones who are health conscious.
• The brand positions itself in a common space between the vegetarian plant based frozen food and the non-vegetarian frozen food. It borrows the best from both categories.The taste of non-veg and the plant-based healthy food from the veg.
• In case of Blue Tribe, the segmentation will be consumers from the age of 18 to 35 in Tier 1 cities.
The brand will also have to be appealing to the parents who are typically men and women in the age category of 25-40 in Tier 1,2,3 cities since they are the key decision makers when it comes to this category.
• To create a new habit of healthy eating among consumers
• To stand out as a sustainable brand
• To create a brand that has a strong and relevant philosophy attached to it
The main source of business for the brand comes in two ways, attracting newcustomers to the category, attracting users of other brands. The key focus here is toattract the users of other brands and give them something new to try out. The growth potential of the category itself is very high since there are a lot of different groups ofaudiences that haven’t been reached out to yet.
The main source of business for the brand comes from attracting consumers of meat-based products who are looking for healthier ways to experience meatconsumption. Newly converted vegans and vegetarians who still crave meat are also a major customer segment for the brand. Another source of business for the brand is the segment of consumers who are supporting sustainable brands that are aiming to make a difference in society. Being a market pioneer, the brand has a first-mover advantage of creating a space that is not populated by a large number of other brands at the moment.
Segmentation: The market for the brand can be segmented based on the followingparameters:
1. Geographic: Currently, there has been no geographic segmentation for the brand. The brand will be launched in various parts of the country starting from the state of Maharashtra. The bland aims to sell its products through their e-commerce website
2. Demographic: Young adults, adults who enjoy eating non-vegetarian finger food. Consumers who do not mind spending extra on sustainable brands in tier-1 cities.
3. Behavioural: People who are constantly on the lookout for healthier options of food. Consumers who are aware of the environmental damage being caused by animal farming. A person who eats non-vegetarian meals at least 4-5 times a week.
• It has been studied that consumers who do not reside in the big cities of India are the ones who consume candies the most
• It has been scientifically proven that sugar has the same effect on the brain as an addictive product would have.
• Many people also consume sugar to get the feeling of a ‘sugar rush’, which is a phenomenon where you feel energetic after consuming a significant amount of sugar
• It has also been studied that the brain requires a high amount of energy to give you the right amount of motivation to work throughout the day. Consuming sugar has direct effects on the brain and hence it can be an activity that people really enjoy
• Parents always buy candies for kids as an incentive for doing a good deed.
• Kids in small cities and towns are given little pocket money when they go to school. Kids use this money to buy exciting snacks like candies.
• In Tier-2 cities, lifestyles are much simpler. Consumers do not feel the need to live an extravagant lifestyle, taking your kids to the park and buying them candies is a regular activity.
• Apart from industrial farming, ocean farming is also a thing. Many sea animals are exploited to provide white meat. Coastal fish farms release faeces, antibiotics, parasites, and non-native fish into sensitive marine ecosystems. This too is another reason for people to change the way in which they consume meat
• Leading global fast food joints like Burger King and McDonald's have also launched their own brands of plant-based meat making it a popular choice among the consumers of today
Positioning of competitors:
Product Offering: Various types of vegetarian and non-vegetarian ready to have food
Positioning: ‘Tasty food in minutes’.
Product Offering: Various types of vegetarian ready to have food
Positioning: “It’s all good”
Product Offering: Various types of vegetarian and non-vegetarian ready to have food
Positioning: ‘Y Party’
Aimed positioning for Blue Tribe: A sustainable, tasty and healthy choice for all meat-eaters! Changing the way meat is being consumed currently.
The brand follows a ‘Branded House’ architecture where the name of the parent brand reflects through various sub-brands and products that fall under it.
The main aim to follow this style of brand architecture is for the brand to be able to diversify into various other segments and create a vast product range.
Decision Process
In this category, need realisation generally occurs when consumers want to eat non-vegetarian food but are concerned about the risks associated with it
In the exploration stage informed consumers generally look for information about how exactly the brand promises sustainability
In this stage, the primary buyer considers a brand based on some USP.For Blue Tribe this USP is of getting the experience of consuming deliciousnon-vegetarian food without actually causing any harm to the health ofthe consumers.
When the parents are looking to buy a new brand of candy, they often tend to try multiple options and flavors.
Here the consumers finally decide to buy which brand of candy is themost appealing to them.
Blue Tribe as a brand aims to attract consumers in the need realization stage or the consideration stage.
Marketing Objectives
• To create a new habit of healthy eating among consumers
• To stand out as a sustainable brand
• To create a brand that has a strong philosophy attached to it
Target Audience
Based on the segmentation of the market, a clear picture of the Bullseye target audience can be identified. In the case of Blue Tribe, this will be consumers from the age of 18 to 35 in Tier 1 cities. The brand will also have to be appealing to the parents who are typically men and women in the age category of 25-40 in Tier 1,2,3 cities since they are the key decision-makers when it comes to this category.
Competitive assessment- Brand Packaging
Learnings from Venky’s branding:
• The brand uses bright colours and direct cues like a picture of nuggets to sell their products
• The brand identity is maintained throughout all their products
• The font and logotype prominently stand out in a section full of similar products
Learnings from Nestle’s branding:
• The brand logo has a unique shape that is now distinct in the mind’s of the consumer
• The brand uses the logo uniformly throughout all its products
• The brand label uses vibrant colour and a font that is identifiable by the consumers
Learnings from McCain’s branding:
• The brand uses bright colours like red, yellow and green
• The packaging is very similar to other brands in the market and does not stand out
• The brand uses appetising images of the dishes
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