How to build a food brand~

Sue Sullivan (Owner of HOT SQUEEZE, USA, Gr8r Atlanta) asked: Looking for advice on how to build a food brand

Hi, Interesting question…but unfortunately it does not have any formula.
I am in food business as well and fortunately marketing personality!! And i believe building a brand is ongoing process and your own unique branding idea comes from you. Yes YOU, no consultant can create a DNA for your brand; of course they can help in execution and makeup.

Simply answer this to yourself to understand how you want to take your brand forward…

a) When you created or thought about the logo or name of your brand, what was going in your mind? i.e. what was the idea, what was the image you could see, what was the feeling?

b) Does this feeling still as strong or has it changed, if changed, then answer why it has changed, is it because of outer influence or is it because your internal objectives has changed?

I believe your brand is an extension for your own personality…one thing is very interesting about brand building you can change it to your own likes…what i mean by it, can you change your personality? (unless you are not happy with who u are) most of the time it is hard to change and that is why we sometime subconsciously want to be somebody else…branding is a good medium to express your hidden or secret personality/expressions which you can create through a product brand Or service brand.

For example, you give the brand a name, dress it up with colors and font and give it a language for communication which will make it stand out and interesting, you don’t go to all kinds of places, right, you go to select places with your frnds and family…similarly your brand goes to select places (distribution and stores). Do you make friends with everyone, No, right…similarly your brand makes friends with select group of people (in marketing we call it segment and target audience)…but you are friendly with everyone who come in contact with you…similarly your brand is friendly (this is customer friendliness in the marketing language)…you have hobbies…similarly your brand has some 

I hope you got the picture!! And i am sure you can make an interesting brand for yourself.

PUMA the cat is out!!

Puma Phone from Puma Phone on Vimeo.

Evian-Live Young Brand with all fun!

Interesting Film!

Papierkrieg from Makaio Tisu on Vimeo.

Affordable Luxury, what it is?

I feel, although high quality in product, service, price and other elements is important for any business, especially where business is seeking to be superior from other similar types of businesses in the same segment or industry, there is a fundamental difference why people like you and buy your product or refer your business and service. They simply feel a connection btw themselves and your business.

Connection:
a) It can be called Branding from a psychology perspective.
b) Or can be called High Quality product or service from a commercial perspective.

But it seems we consumer see connection beyond above mentioned variables.
perhaps we choose to connect for reason unknown to us.

Consumers:
Type 1: one who wants to be with a brand
Type 2: one who want brands to be with them
Type 3: one who need no brands

With simply defining consumers in three types, it becomes easy to choose who we can target, but again how do you connect?

Asking How should i connect is a wrong question?
You can not connect with a consumer, it is consumer who connects with you...it connects with the founders or leaders values, vision, dreams, personality, aspiration, style, common sense, goal, objectives. This translated in to various elements like product, price, advertising, distribution, CRM, and all the other spokes of the business.

Final word!
"Affordable is any brand which makes that genuine connection", is indeed a Luxury.

"Affordable is any brand which makes that genuine connection", is indeed a Luxury!

What about Luxury in India!

As far as India, i believe Indian have different approach to what luxury means to them, they see luxury from very different perspective. There is three sets of consumers, with the description you gave, i think u are talking about mass luxury consumers, who are mostly middle class but are moving up the value chain, with new money and freedom, these consumers although have more money at there hands but have strong middle class values of saving and they spend on only those brands whom they have read and seen in glossy magazines and lifestyle TV channels and who are also popular amongst celebrities and most importantly which can be recognized in there community or circle of frnds or business associates, like, Levis, Puma, CK etc...they are the chunk of the population.

Other set of consumers have the similar attitude but they differ in terms of there spending Vs saving ratio. They are upper middle class, well to do, have enough money after saving for themselves. They are middle level and senior management people, television actors and SME business men, stock brokers, agents etc...

Third kind of people are rich guys and ultra rich guys, who spend on things which u are talking about. But hear again one must understand we are Indian and there are three sets of mindset in this category. One is flamboyant mindset or attitude, which shows off and is rebel breaking from the society norms and enjoying the luxury money can buy, they are the people who spend from family wealth and actually never experienced hard work,...this people are also sometime seen from the negative perspective. 

Another set of people are sensible (1st Gen) entrepreneurs and kids of rich families with strong values, they spend on luxury stuff not because they aspire but they are use to that kind of lifestyle. And third kind of people are ultra rich they also have the similar attitude as mentioned above but they differ marginally and also would rather not spend to much on luxury goods because they see no value after a point, very interestingly for them street side food and Gucci go hand in hand, and most put that money for good cause and invest in other stuff.

India has its own luxury lifestyle, different from west, because hear in India we see things less from materia possession. Having said that, i don't discourage luxury or lifestyle companies to not look at India as a market. But i would rather say, when selling to Indian, keep in mind Indian mindset.

What is Luxury?

I have heard people saying luxury is a "State of Mind"., it is in "limited edition"., it is about fulfilling all the wishes that money can buy. Its about personal taste or "the Higher Taste" and so on...all are right and all are wrong. From the materialistic perspective one can not define luxury because one can not understand luxury from this level(lower level of consciousness). To truly understand luxury one has to understand from the higher level of consciousness.

When one say "Luxury" one has to think from higher consciousness. "Luxury is Purity", what is purity then? Purity is, ones ability to have "right intentions and thereby right thoughts". What is right intentions and right thoughts? Pure intentions and Pure thoughts i.e. higher degree of positive intention and positive thoughts. (think about it from a business, and marketing of a True Luxury Brand)

This is in fact in Limited editions!!

This creates Luxury not only from higher consciousness but also creates luxury feeling from the lower level i.e. in a materialistic form. The difference with this understanding of luxury is, one is detached from the lower level and yet enjoys the luxury that money can buy.

Festival connection !!

Click on the link above, interesting info!!

connecting with life!

Job-Part of Life Cycle

While meditating on the issue of retaining and attracting people, I realised, that every organisation in every industry is facing the similar problem in the background of this truth, that the world is fast changing, it is becoming flat, and people are exposed to so much information that knowledge can be acquired by anyone and at anytime (smart people are utilising it for good), work life cycle is decreasing, “Work Life Cycle”. In the given situation like this one, retaining and attracting people is a major challenge indeed. (We are assuming all are talented people with college education, who are evolving fast).

In the scenario where expectations are high on both sides’ i.e. prospective happy employees and prospective happy companies, how to keep balance is the question.

I will take side of the happy workers because I like them.

One way to find a solution is by asking what are the needs, wants and motivations of an employee through the various stages of his work life cycle and how can it be mapped.

Before we go ahead…an important trend we all are seeing and hearing is “People Need Work and Life” i.e. work and life balance and another trend we'll see in next 15 years, is the shift in the way people will look at work, change in the attitude. “Work Is Part Of Life”and not life.

At present we will be mostly focusing on how to balance needs and motivations with “Work & Life” through the various stages of our happy workers work life cycle. (In the scenario were working life is declining)

Find above, a simple chart, these are needs apart from equal pay & opportunities. no political work environment and a hygienic work environment.

Chart: C1- Curve one is a 20 yrs life cycle
C2- Curve two is a 10 yrs life cycle

In stage one our happy workers look for:
Learning (initial 1-4 yrs): To acquire soft skills, people skills, technical/professional skills, mastering ones subject or chosen field, independence to think and act, developing managerial skills.

Basic motivations: Wants to acquire needed skills and then wants to implement / demonstrate them to validate the learning (unlearn and learn from mistakes).

What he wants from happy HR people: Training (not the class room type), nice and encouraging boss, opportunities to demonstrate skills, environment where mistakes are seen positively….

In stage two our happy workers look for:
Growth (3-9yrs): To acquire various challenging work experiences and greater responsibilities. They also seek respect, status, money, independence to think & act, acquiring/updating knowledge & developing leadership skills.

Basic Motivation: Wants to acquire experience in the chosen area/subject/field and validate them by learning new skills (unlearn and learn from mistakes), Better standard of living, indulgence in luxury and savings.

What he wants from happy HR people: Give me five reasons, what would he want?

In stage three our happy workers look for:
Stability (10yrs+): Sharing experiences and mentoring, Authority, Challenges (e.g: leading the company), acquiring/upgrading knowledge and developing/identifying management style.

Basic Motivation: Exploring new avenue to grow personally, sustaining the Job and standard of living.

What he wants from happy HR people: Give me five reasons, what would he want?

HR is not my area of expertise, I came across the issue of people management from HR perspective only because my client/the account i handle needs solutions on attracting and retaining talent. So, please do incorporate your views on how to make more happy workers and happy organisations.

Lush...and some more lush for you!

Connect like the way STARS do

We have an insatiable desire to be different. This desire to be different from people around us is so strong that even 1-degree of separation makes us feel special about ourselves. No wonder that’s why we aspire for various things.

Commercial brands do this all the times i.e. finding ways to differentiate themselves from other brands, but are unsuccessful connectors. Most of the brands try hard but sadly still finding the answers. One reason is- they are trying to answer the wrong question “How should i connect?”

Look at STARS / POPULAR SINGERS (Michael Jackson, Madonna, Elvis Presley) they are true connectors. They market themselves uniquely. They are open to people, they talk about themselves and also, lets people to talk about them. What happens…they do what they like and showcase their qualities to “all the people” (consumers) and if people like them, these STARS (P. Diddy; Sean John) have a “select fan followings” (T.Group) to cater to. These fans “choose” the STARS for their “unique qualities”, not other other way round.

Once STARS identify which “select people” like them and for "what reasons”, they try to understand what they want and fulfill their needs by offering more music/movies or products.

So, what are they doing right that commercial brands are failing to do. The answer is STARS don’t ask, “How should I connect?” instead they freely showcase there Unique Qualities, then identify “who wants to connect with them” and then tailor make their offerings (entertainment) and satisfy there TG. In the process they make millions and a stong brand name.

Few new age commercial brands that have taken this route to connect with people are handful, I can think of only “Apple”, Puma, & “Google” right now, but I am sure in coming years this is the only way to connect with people.

Make people choose you, than you choosing people.

Evolving in the evolving society

Information (data+ analysis) + Observation = Knowledge + practicing knowledge = Exposure + interest = Experience + acceptance of people, situations and things around us = Wisdom.

Connection Granted!

Marketers have finally found a way to connect with there TG without annoying them. The service provider, "mGinger", who have started this service to save all of us.

I get some you get some. This funda is working for marketers and the consumers. Get paid to get ads on your mobile phones.

Check the link below and try for yourself.
http://www.mginger.com/index.jsp?inviteId=437579

IndiAdRant: SchoolOfDavid : Open Source Learning

IndiAdRant:
SchoolOfDavid :
Open Source Learning: "wisdom of the crowds!"

who wants you!

Choose your type, you mass, luxury, and exclusive brands.

Type 1: one who wants to be with a brand
Type 2: one who want brands to be with them
Type 3: one who need no brands

Observed absurd

I feel print advertising will rule. Why? Simply because in coming days people will have more time to read.

Life is short and travel time is long, what do people do in such free time …20% people take time to chant mantras (repeating gods name), 20% people talk to each other about (god knows what), 20% people just thinking, they are the thinking people (they just might think of lot of thing that we can’t think of), and finally 39% people read, my strong feelings says they read only newspaper. (because this is information age)

1% is the king of all the category of people, they don’t do anything, they just do time pass with 99% who are doing something.

TOI and Hindustan times you will blossom human's lotus.

thought!

Then:

“People are meant to be loved and things are meant to be used”

Now:
“Things are loved and People are used”

cycle is taking its curve much faster!!

Retail in India
Market Size
Unorganized market: Rs. 902 000 cr (to grow by 5 percent per annum)
Organized market: Rs. 35000 cr (to grow by 25 to 30 percent per annum)
Includes organized Food and Grocery Rs. 600 crore
(Govt. Statistics www.nic.in)

Categories of Retail Models in India
Discount store (supermarket, hypermarket and other formats)
E.g: Shubhiksha, Margin Free (kerala), Big bazaar etc

Dedicated brand outlets
Exclusive showrooms either owned or franchised out by a manufacturer. E.g: Nike, Reebok, Zodiac etc

Multi-brand outlets
These stores specialize in stocking products of different brands of singular category. They can also be classified as company owned and operated stores. E.g: Vijay Sales, Viveks, Witco, etc

Supermarkets
A large self-service grocery store selling groceries and dairy products and household goods
E.g: Food World, Nilgiris, Shubhiksha, Monday 2 Sundays etc

Hypermarkets
A store that combines a supermarket and a department store. The result is a gigantic retail facility that carries an enormous ranges of products under one roof, including full lines of fresh groceries and apparel.
E.g: Big Bazaar, Giant, Star India Bazaar etc

Department Stores
A Store that organizes its goods by departments, such as women's clothes, home furnishings, electronics, and the like, department stores range from collections of elaborate, fancy shops to practical outlets for ordinary merchandise. They differ from ordinary stores principally because of their size and range of merchandise.
E.g: Pantaloon, Lifestyle, Shopper stop, Westside etc

Specialty Chains
These are small stores that specialise in a specific range of merchandise and related items. Most stores have an extensive width and depth of stock in the item that they specify in and provide high levels of service and expertise. E.g: Furniturewalla (type of furniture), Evoluzons (designer cloths), Planet M etc

Company owned and operated stores
These stores are company operated and usually sell merchandising at seconds or at discounts. They are similar to the Multi- brand outlet, only difference is, they only showcase company owned brands.
E.g: Megamart

Leading National level Hypermarket

Spencer’s Hypermarket
Mega value. Maha khaushi

Spencer’s Hypermarket promoted by RPG group which also run chain of “Food World” supermarket in south, currently the hypermarket is operating from two locations Hyderabad and Mumbai, Spencer's Hypermarket sells all its goods below the Maximum Retail Price (MRP),

Brand: GIANT (Supermarket and Discount store format)

Widest range of products at the lowest price is the USP used
Air-conditioned, clean, comfortable, well-stocked and laid-out setting used as differentiator.
B2C and membership based B2B model in use.
Offers 3 levels of discounts. These levels are linked to the units purchased and translate into significant savings at each level of consumption.
Focus on own private label
50,000 products / 1,20 000 Sq.ft

Big Bazaar
Isse sasta aur accha kahin nahi

Big Bazaar Hypermarket promoted by Pantaloon India Ltd, which is in the business of retailing from 1987, since then it has expanded to large format supermarkets, departmental stores, hypermarkets and malls. Big Bazaar Currently operating in more than 13 locations, it sells all its goods below the Maximum Retail Price (MRP).

Brand: Food Bazaar, Gold Bazaar

Price and the wide array of products is the USP.
Targeted to the middle class and anyone who want goods at affordable price.
‘Family focus’, this strategy of the company is reflected in all its communications and product offerings.
More for less is the philosophy of the hypermarket
High service level and good ambiance used as differentiator.
Focus on own private label
1,70,000 products @ 6- 60 % discount

Star India Bazaar
Chota Budget, Lumbi Shopping!

Hypermarket promoted by Trent ltd a company of TATA GROUP, which is in the business of retailing; it runs famous “Westside” a large format departmental store. Star India bazaar Currently operating in Ahmedabad only, it sells all its goods below the Maximum Retail Price (MRP).

Focused on the requirements of the entire “Indian family”.
Added value by private label card (The Star India Bazaar private label card, which offers discounts to members),
Widest variety of products and great savings opportunities at the hypermarkets is the USP
Catering to the middle-class demand by offering products at affordable prices.
Each Star India Bazaar will be around 50,000 sq feet in size.

---------------------------------------------------------------------------------------------------------------------

The recent spurt of hypermarkets initiated by leading business houses targeting masses are one of its kind were focus is on low price and mass-market products.

Hypermarket business world over is price centric, and economic of scale dominates, similarity is seen in India too with likes of Big Bazaar, GIANT, and Star India Bazaar luring consumer with lowest price offerings and wide assortment of mass products.

In India it is at very nascent stage, known industrial group are cashing on the retail boom, expanding nationally to compete and to acquire greater market share and mind share. Some of the leading business houses like Reliance, Landmark Group (Dubai), Bharti (Airtel), Shopper stop ect will enter in near future. One will also find real estate biggies diversifying in to retail with joint ventures.

While Price, Product and Place playing major role in the initial stages of these hypermarkets to capture the market share. People, Process and Promotion will become important to sustain and grow the brand to compete for mind share in the future.

In the second phase of growth, one will see new kinds of specialist hypermarkets selling specific products targeted to all the segments of audience at various price points. This further will give way to theme base hypermarkets, hypermalls etc.

Share your thoughts, spot or predict the trend to come...(innovation, technology, consumer, competition, formats, promotions ect...

the master connector!!

In the memory of Gandhi ji. 02 Oct 06

“A Customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” - MK Gandhi