Building a House of Brands
for the Mozambique Family
CONSUMER RESEARCH
BRAND STRATEGY
COMMUNICATION DESIGN & GUIDELINES
Olam wanted to enter the Mozambique market with its cooking oil and soap portfolio. We worked with Avalon Consulting to identify the value proposition and brand strategy for the portfolio, which included consumer research, strategic planning, design, and communication.
Brand Architecture: Building a House of Brands for Edible Oils and Soaps
Defining the Brand’s Communication through Digital Advertising
The Brand’s Manual: A Visual and Verbal Guideline for Consistent Communication across the Brand
The Consumer Insight
In our research across regions of Mozambique, we found the women to be outspoken, hardworking, conscientious, and multi-talented. She was positioned as the gatekeeper as well as the primary caregiver of the entire family. The woman played multiple roles – inside and outside the home. Often the family’s only breadwinner, she easily played the dual role and responsibility. Managing a full day’s work, shopping for groceries, managing the children’s education, cooking for the entire family, and cleaning; all these and more are the daily chores that keep her busy all day. For the typical Mozambique woman, life was a struggle. While she yearned to provide a better life for her children, she also worked hard to shield them from the harshness of the life she led. She wanted to give them a better life, and she believed that she was the only hope to uplift her children from the state they were currently in.
The Strategic Solve
We created a multi-layered house of brands strategy, with multiple brands targeting varied segments of women in Mozambique. Each of the brands extended into multiple line and variant extensions based on the opportunities in the market at that time. We also worked on launching the brand in the market using high-decibel digital and offline campaigns that brought out the brand’s story and positioning.