Delmos is a new brand in the confectionery category that is looking to create a distinct brand identity for itself. The brand wants all of its products to carry the name of the parent brand along with the sub-brand and wants to create a brand identity that reflects uniformly through all of its products.
To create a unified brand identity that stands apart from the competition
Expand their product portfolio by utilising a distribution network that has already been set in place.
• The brand aims to tap into a new category and expand their reach into a new category such as that of confectioneries.
• The brand observed that many confectionery products had been recording a tremendous growth in the past few years which gives new brands a potential to tap into the vast category
• The main strategical tactic for the brand is to tap into the Tier 2,3 cities’ market that is huge and has massive growth potential
• Penetrate further into the confectionery category
• Tap into other categories in the FMCG segment
The main source of business for the brand comes in two ways, attracting new customers to the category, attracting users of other brands. The key focus here is to attract 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 of audiences that haven’t been reached out to yet.
The market for the brand can be segmented based on the following parameters:
1. Geographic: Currently, there has been no geographic segmentation for the brand. The brand will be launched in various parts of the country
2. Demographic: Children who are young enough to love candy. Parents who occasionally buy candy for their children. Adults who love the distinct flavours of some candies and are habituated to consume candies.
3. Behavioral: Kids who love flavoured candy. Kids who love eating something sweet. Parents who buy candies for their kids occasionally.
TARGET AUDIENCE - BEHAVIORAL INSIGHTS
• 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 any 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.
BRAND POSITIONING
Positioning statements of the competitors
1. Cadbury: ‘The chocolate for every celebration’
2. Nestle: ‘World’s most trusted brand’
3. Candyman: ‘Kuch Bhi Karega for Candyman’
Aimed positioning for Delmos: A fun and colourful range of candies that are lip-smackingly tasty!
BRAND ARCHITECTURE
• The brand follows a ‘Sub Brand’ architecture where all the sub-brands are connected to the parent brand.
• The main aim to follow this style of the brand architecture is for the parent brand to be able to diversify into various other categories/segments with sub-brand at the forefront.
Decision Process
In this category, need realization generally occurs when kids have the urge to eat candy or when elders want to make kids happy by gifting them a piece of candy
In the exploration stage the parents generally look for brands that are conceived as being safer and more trustworthy
In this stage, the primary buyer considers a brand based on some USP. For example, in the case of Cadbury, it is the richness in chocolate
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 the most appealing to them
Delmos as a brand should attack the ‘need realization’ stage where the child looks at a mouthwatering and colorful pack of candy and is immediately eager to try it.
Marketing Objectives
• To enter strong in an overcrowded category
• To make an identifiable parent brand
• To create branding that is distinct and has a story attached to it
Target Audience
Based on the segmentation of the market, a clear picture of the Bulls eye target audience can be identified. In case of Delmos this will be children from the age of 4 to 12 in Tier 1,2,3 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.
Learnings from Cadbury’s branding:
• The brand logo tells a story about the product and the essence of the brand
• The brand identity is maintained throughout the years
• Various brands elements like the colour and the font is clearly distinct from the other players in the category
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 a vibrant colour and a font that is identifiable by the consumers
Learnings from Candyman’s branding:
• Using a funky font to appeal to the young consumers
• Placement of the logo differs from product to product
• The brand name has more recall when compared to the name of individual products which is not the case in Cadbury or Nestle.
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