ITC
Problem Statement
A major player in the packaged biscuits industry planned to enter the fresh bakery space.
They aimed to conduct a comprehensive market analysis, scrutinising competitors, consumer behaviours, preferences, and motivations.
This deep dive into the market was intended to harvest valuable insights to effectively shape their branding and marketing strategies. As a notable entity in the packaged biscuits sector, their strategic move into the fresh bakery domain sought to carve out a unique positioning and identity for their baked goods offering.
Key Objectives
Create the positioning and identity for their baked goods offering.
Approach
Pink Lemonade approached the goal by analysing bakery and cafe players at regional, national, and international levels to understand the competitive landscape. We examined different business models and formats that these establishments operate in, from cosy neighbourhood cafes to large, upscale bakeries. Consumer behaviour analysis on students, young working professionals and double-income-no-kids segments helped us uncover how the variety and quality of bakery offerings influence customers’ choices.
Based on these comprehensive insights, we identified a brand archetype that resonated with the target audience. This guided us in crafting a clear, compelling positioning for the brand, ensuring it stood out in a crowded market.
Methodology
- Secondary research – on regional, national and international brands in the fresh bakery space
- Qualitative/ Exploratory study: In-depth interviews
- Quantitative module: Web surveys
Conclusion
This case study illustrates the journey of a leading biscuit manufacturer venturing into the fresh bakery sector.
Through a deep dive into their market dynamics, a comprehensive study of regional and international players, various bakery and cafe business models and customer behaviours, Pink Lemonade equipped the brand with the necessary tools to craft a distinctive presence in the bakery space. The culmination of this research and analysis marks a significant step for the brand, enabling it to confidently establish its identity in a new and competitive market segment.
ITC
Problem Statement
A major player in the packaged biscuits industry planned to enter the fresh bakery space.
They aimed to conduct a comprehensive market analysis, scrutinising competitors, consumer behaviours, preferences, and motivations.
This deep dive into the market was intended to harvest valuable insights to effectively shape their branding and marketing strategies. As a notable entity in the packaged biscuits sector, their strategic move into the fresh bakery domain sought to carve out a unique positioning and identity for their baked goods offering.
Key Objectives
Create the positioning and identity for their baked goods offering.
Approach
Pink Lemonade approached the goal by analysing bakery and cafe players at regional, national, and international levels to understand the competitive landscape. We examined different business models and formats that these establishments operate in, from cosy neighbourhood cafes to large, upscale bakeries. Consumer behaviour analysis on students, young working professionals and double-income-no-kids segments helped us uncover how the variety and quality of bakery offerings influence customers’ choices.
Based on these comprehensive insights, we identified a brand archetype that resonated with the target audience. This guided us in crafting a clear, compelling positioning for the brand, ensuring it stood out in a crowded market.
Methodology
- Secondary research – on regional, national and international brands in the fresh bakery space
- Qualitative/ Exploratory study: In-depth interviews
- Quantitative module: Web surveys
Conclusion
This case study illustrates the journey of a leading biscuit manufacturer venturing into the fresh bakery sector.
Through a deep dive into their market dynamics, a comprehensive study of regional and international players, various bakery and cafe business models and customer behaviours, Pink Lemonade equipped the brand with the necessary tools to craft a distinctive presence in the bakery space. The culmination of this research and analysis marks a significant step for the brand, enabling it to confidently establish its identity in a new and competitive market segment.
