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, with 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, 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 RESEARCH
STRATEGIC INNOVATION & IDEATION
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.
The Naturals DNA reflects a simplicity, truthfulness and honesty that comes alive in every bite and in every interaction with the brand.
GOODNESS OF ALL-NATURAL PRODUCE
SIMPLE, TRUTHFUL, HONEST AND DOWN TO EARTH
PASSIONATE, HOMELY, NURTURING
Naturals is all about the goodness of fruits and milk coupled with 25 years of honesty, truthfulness and goodness
The Strategic Solve
Natural Ice Creams is a homegrown, Indian brand that consumers have got used to. It lacked the excitement and sheen of contemporary International brands. It had become a blind spot among several other attractive options. While the ice cream was the brand's hero, the focus needed to shift to elements around the ice cream as well- the brand's experience and all the brand's touchpoints had to be consistent and speak a differentiated language. The event of eating the ice cream is as important as the ice cream itself.