Rebranding and Packaging
- Branding, Research, Segmentation, Targeting, Positioning
HelpUsGreen | Phool
The Context:
During Feb' 2018, HelpUsGreen had just begun gaining a name for itself within the social enterprise domain in India. The startup's first round of seed funding- TATA Trusts, for an ingenious idea empowering women from under-represented communities to preserve the Ganges from the humongous problem of flower pollution caused by temple-flowers. Our products Incense Sticks, Incense Cones and Vermicompost that were made from temple flowers, coupled with the social and environmental benefits, were largely considered to be noble and sacred products.
The Challenge:
By the end of 2017, HelpUsGreen had already sold its product under the brand name "HelpUsGreen" with a makeshift packaging and branding. These pilot tests for selling the initial products (Incense Sticks, Incense Cones, and Vermicompost) showed promise but detailed market research (conducted with association with Marico) highlighted a few key issues:
1. Branding: Each product sold under HelpUsGreen was under a unique individual branding. Further, the brand was created with a sense of marketing myopia without a set brand values and vision catering to an audience.
2. Market Definition: The target audience for the product was vaguely defined and required major tuning.
3. Incense Market and Positioning: Consumers are used to paying between Rs.10- Rs.60 for a pack of Incense and hence the willingness to pay for a luxury Incense was low and mostly restricted to a single purchase (due to social factors). More reasons were required to justify and sustain a premium price.
4. Packaging: Even though voted as attractive by the test audience, the packaging failed to capture the brand's story or the unique selling propositions of the product.
The Work Outline
1. Branding
The birth of a new consumer brand under HelpUsGreen that would categorize all new products under one brand umbrella was formulated. The brand was named "Phool" signifying the ever-so-divine presence of sacred flowers in each of our products. The brand values identified were 'Sacred, Ethical and Humane'.
A long term vision to pioneering the up-cycling of temple flowers into revolutionary alternatives to thermocol and leather, a B2B market was also identified. This further defined the need for a separate B2B brand to be launched soon.
2. Market Definition
With the help of the consumer research, competition analysis, scope analysis and a pinch of intuition the following four markets were defined.
a) Consumer Market:
A niche market was identified as possible repeat purchasers and gifters.
b) Corporate Gifting:
A potential bulk purchasing client base looking for unique gifting ideas that correlate with their employees and clients.
c) Wedding Market:
With a recent trend catching up on environment-friendly weddings, this provided us a unique opportunity to up-cycle flower waste collected from weddings.
3. Product Usability
With the help of immense research, identification of positioning gaps and product development, the incense were positioned as organic home fragrances with numerous health benefits.
4. Packaging
The packaging was to become a major strength of our product and hence immense detailing was provided into each aspect of the same:
a) Brand Colour Pallet - Oozing luxury and a flurry of colors, the goal was to create packaging to fall in love at first sight.
b) A powerful brand story - A short description teasing a consumer into the huge impact that each product makes.
