Coconut Oil - Positioning

Edible Oil

Natural with
additives

Styling

Coconut Oil
Natural

Natural

Natural with
additives

Prepared
Products

Coconut Oil - Positioning

Edible Oil

Styling

Coconut Oil

Edible Product packaging is characterized by a prominent Neck

Styling Product Packaging is characterized by inconspicuous neck and prominent Shou
1. Our product needs to have

Prominent shoulder + hint of nec

Core Users
Middle / Lower Middle Class
Urban / Suburban / Rural

Name : Jismol Augustine

Age : 24years
Gender : Female
Occupation : Service
Location : New Delhi
Birthplace : Kannur, Kerala
Martial Status : Single

Coconut oil user from childhood

Name : Soumya Panja

Age : 25years
Gender : Male
Occupation : Service
Location : New Delhi
Birthplace : Arambagh, W. Benga
Martial Status : Single

- Coconut oil user from childhood

Uses coconut oil for both cooking and hair care- Uses coconut oil for hair care

Core Users

User:
not have a clear justification for purchase of Coconut Oil
not buy Coconut Oil for the purpose of Styling only
not buy Coconut Oil for the purpose of Cooking only

e user buys Coconut Oil because it is Coconut Oil.

has been using Coconut Oil as a habit since childhood, the habit, being imparted
parents since Childhood

Oil packaging should appeal to Woman of the house

r, it should not be feminine since it shouldnt embarrass male users from using it

ttle should be Unisex, but appeal to Women

Parallel Products Pure Honey

Use of screw able tin caps

Predominantly Clear Packaging,

Minimal Graphics

Overall basic body form

arallel Products Pure Olive Oil

Screw able tin caps

Traditional and tall forms

Predominantly Clear Packaging,

Minimal Graphics

Parallel Products Pure Water

Fully Plastic body

Predominantly Clear Packaging,

Minimal Graphics

Stylized and suggestive forms,

Tints of color

Parallel Products Purity

Parallel Products Pure Juice

Clear and minimal

graphics

Translation of juice color

onto packaging and labels

vement in Bottle Design, International Scenario

Graphic

Form

Identity

Haptic

vement in Bottle Design, International Scenario

Graphic

Form

Identity

Haptic

Differentiation of products through different graphic label over standard bottle fo

vement in Bottle Design, International Scenario

Graphic

Form

Identity

Haptic

Differentiation of products through bottle form+ graphic label across product ran

vement in Bottle Design, International Scenario

Graphic

Form

Identity

Haptic

Differentiation of products through Brand identity

vement in Bottle Design, International Scenario

Graphic

Form

Identity

Haptic

Differentiation of products through Haptic(use of suggestive textures)

ovement in packaging Indian Scenario

ovement in packaging Indian Scenario

Graphic

Form

Identity

Haptic

design in Indian scenario has emerged from Graphic to Form to Identity differen

are yet to see Haptic cues in Indian Packaging

Movement in Retail
Yesterday

Today

Customer interaction only with shop keeperCustomer interacts directly with products

Pictures showing transition in method of buying general household goods (grocery)

from the past (Kirana Stores) to the present day (retail outlets)

Movement in Retail
Yesterday

Today

sumer has evolved from asking what he needs to picking what he wants
from asking to picking
from need to want

ng is believing

Package structure should justify what it is inside

ssociation: Todays Indian Woman

Yesterday

Today

- Stylish
Stylized
- Not Self Consciously Indian
Self Consciously Indian
- Know for the epitome more than a
Known for a specific characteristic
more than the epitome
specific characteristic
Stands out, Makes presence felt for
- Blends in, doesnt essentiallystands out
right or wrong reasons

Association: Todays Indian Man

Yesterday

Today

- Stylish
Stylized
- Not Self Consciously Indian
Self Consciously Indian
- Know for the epitome more than a
Known for a specific characteristic
more than the epitome
specific characteristic
Stands out, Makes presence felt -for Blends in, doesnt essentially stands out
right or wrong reasons

ssociation: Todays Indian User

ylish but not Stylized

t self consciously Indian
lebration of Substance more than style
end-in, not Stand out

RDE Analysis : Drinking Water

Residual

Dominant

Clean, Clear

Emerging

Pure, Natural

RDE Analysis : Drinking Water

10. Our bottle should look Pure, not Purified

(at the same time, not exotic, not premium, not hand-made)
Form should look not-so-mass produced but not material
Graphic should look not-placed-in-factory but not hand-made
Label should justify the content, not the process, not the claims

Ten Commandments

en Commandments

minent Shoulder + Hint of Neck

sex, but appeal to Women
rently, Differentiate by Form and Identity
k at future directions to differentiate through Haptic
ebrate Substance more than Style
lish but not Stylized
self consciously styled
ebration of Substance more than style
nd-in, not Stand out
ure not Purified

RDE Analysis : Coconut Oil

Residual

Dominant

Emerging

RDE Analysis : Drinking Water

Parachute is not our benchmark of Choice

Parachute is benchmark by Default

for the form, for its neck, for its detail for its impression
For its presence, that can be taken for granted

Proposition

Brand Values:
Pure
Clear
Trusted
Proposition:
Simply Coconut Oil

Opportunities by Analogy

Whisky

Vodka

Wine

Opportunities by Analogy

Whisky

Vodka

Differentiation could co-exist, like in the case of Vodka bottle designs.

However, Rules do exist, like in the case of Whisky bottle designs.

Technical Analysis

Absence of groove in KLF caps

Groove in bottle cap

It is important to have a feature in cap that prevents Oil from

dripping on the body to the users furniture

vement in form Directions for Present and Future

evolution of form in Porsche cars while maintaining a design language across their entire car range sta
t car to present day models, including features such as :
ng form on the backside of the cars
headlamps
ion of bonnet to cabin space
teristic language of windows