Repositioning an Iconic Brand: Finding a New Competitive Frame of Reference
Natural Ice Cream is one of the most prominent and well known ice cream brands, specializing in hand churned traditional ice creams. Having over 25 years of brand equity in the Indian market, Natural Ice Cream has been a brand that people love and have grown up eating.
However, in the year 2012, the company raised a red flag on the falling sales and the apparent loss of brand equity. We stepped in to help the brand identify the reason for the same and also craft a strategy that would help them navigate through the tough times they were in.
Consumer Insights
An extensive consumer research through focus groups and in-depth interviews, and competition research through a series of mystery shopping observations were done to identify that competition for the brand wasn’t really coming from other ice-cream brands, but from other dessert zones where the millennial consumers were hanging out. The lack of a superlative experience at the erstwhile Natural Ice Cream outlets deterred them from choosing the brand as the preferred destination for a post-dinner treat.