I apply this framework extensively to the Brands I consult with.

Let me share a crisp rendition of this framework.

Brand Strategy- Shaped by 4 Vectors:

1. CONSUMER.

Map your SOURCE OF BUSINESS. Where are your TRIALISTS coming from? What is driving this SHIFT? IMRB GAIN LOSS & DIPSTICK researches, can help.

Tirupati Cotton Seed oil gained from Users of Filtered oils who had developed heightened Health concerns.

They had a choice among Healthy refined oils like Sunflower, Rice bran oil too but chose Cotton seed oil as it allowed them to preserve Food taste.

Define your Target audience SHARPLY and with TEXTURE. Map her DESIRES, ANXIETIES and FEARS.

These were affluent people with a Traditional mindset and approach towards life, Members of a joint family with a Foodie mindset with the shift towards Health having set in.

2. COMPETITOR.

How are you UNIQUE? How are you DIFFERENTIATED vs Competition?

Among Cotton seed oils, Tirupati has a Legacy, Dominant Leadership position.

Beyond Cotton seed oils, the consumer has a Consideration set consisting of Sunflower, Rice bran and Cotton seed oils.  While Other oils are just Healthy, Cotton seed oils are a perfect blend of Taste and Health, and that’s unique to it.

While the brand had been born with the idea of a BALANCE between Taste and Health, it had moved away from it.

When a brand goes back to its roots, it also builds on ‘Memory structure’ its created. Builds it, Doesn’t Break it.

Stand for ONE IDEA. And stay CONSISTENT over time and across the Mix. With this, you break the cycle of INERTIA, HABIT and INDIFFERENCE.

3. CULTURE.

Are there consumer TRENDS you could tap into? 

With all of us leading busy lives with High Demands on Physical and Mental Health, even Foodie Homes are gravitating towards Tasty yet Healthy Foods.

4. CAPABILITY.

What are your capabilities as an organisation- Play to your STRENGTHS.

STRATEGY born out of an INTERSECTION of these 4Cs is HOLISTIC, ROBUST, COMPETITIVE and ENDURING.

So STRATEGY shaped the BRAND IDEA/POSITION:
Tirupati Cotton Seed oil offers an excellent Balance between Taste & Health, so the Foodie in you can indulge in and enjoy his favorite Foods while staying in control of Health.

The Tone adopted for the brand was Supportive, Helpful, Nurturing in line with the Brand’s role of enabling the Housewife to address Family Health. The CAREGIVER archetype was the chosen Personality archetype.

The Narrative also employed the Recurring thread of CHANGE to smartly align with the Housewife’s role in changing her Family’s Habits as well as to NUDGE the Filtered oil user to change.

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