THE CONSUMER

1. OUR SEGMENTS AND WHAT DRIVES

THEM
ASSERTIVE (Individualistic)

Pink Ladies
Need for independence
Standout
Superiority
Manipulative
Self-oriented
Set trends
REPRESSIVE Social context plays a big role
Security and belonging
(Control)
Conforming
Submit to authority
Miss
Innocence Approval seekers
Introvertish /
introspective
Endorsement from others
Mamas
important
Boy

Seeking freedom
(breaking free)
Activity oriented
Physical
Self centered

The
Monkeys

EXPRESSIVE
Seeks Harmony,
Balance
Warmth
Emotional bonding
Extrovert

AFFILIATIVE (Group)

Miss
Congeniality

Theoretical Relevance?

2. ROLE OF PARENTS FOR EACH OF

THESE SEGMENTS
ASSERTIVE (Individualistic)
Pink Ladies
Parents as adults
- Equal
- Expect decision making
- Respect your ability
- Advice/ providers

REPRESSIVE
(Control)
Miss
Innocence

Mamas
Boy

Parents as guide /
discipline
- Regulate
- Tell you good vs. bad
- Encourage
performance

Parents as police
- Anxiety on physical
boundaries
- Tell you what to do
what not to
- Punish

The
Monkeys

EXPRESSIVE
Parents as friends
- Bonding, affection,
warmth
Miss
- Allow child to develop
Congeniality
own view point
- Broad limits
- Counsel

AFFILIATIVE (Group)

3.1 STRATEGY OF COPING

ASSERTIVE (Individualistic)
Pink Ladies
Parents as adults
Repress any need for
dependence

REPRESSIVE
(Control)
Miss
Innocence

Parents as guide /
discipline
Repress bad strive to be
good

Mamas
Boy

Parents as police
Opportunistic to grab
every opportunity for
escape and action

The
Monkeys

EXPRESSIVE
Parents as friends
Co-opt parents / world
Self regulation
Miss
Channelize
Congeniality
expressions so that
they are acceptable to
parents
Enrich experiences

AFFILIATIVE (Group)

3.2 AND HENCE WHAT ARE THEIR

VULNERABILITIES
ASSERTIVE (Individualistic)
Pink Ladies
Repress any need for
dependence
Denial on comfort having to
be on my own

REPRESSIVE
(Control)
Miss
Innocence

Repress bad - strive to

be good
DENIAL ON FUN
being yourself

The
Opportunistic to grab Monkeys
every opportunity for
escape and action
Denial on activity (play)

EXPRESSIVE
Channelize
expressions so that
they are acceptable to
parents
Denial on boundaries

Miss
Congeniality

Mamas
Boy

Unifying Connect across segments - through the fun of being

AFFILIATIVE
(Group)
child-like (NOT childish/
kiddy) letting
go, being me

3.2 AND HENCE POSSIBLE

OUTLETS

ASSERTIVE (Individualistic)

REPRESSIVE
(Control)

Kids world as a world by itself uninhibited, letting

me be me - Staying up late, playing in water
Humour pranks - popat, laughing at others,
fooling, jokes
Competition (among other kids) collectibles,
sports, skills
Outwitting authority -adult - teens, class monitor
/bully (school, parents).. Being the smarter one
Kids vs grownups, Them and us
Giving into sensorial gratification, here and now
enjoyment

EXPRESSIVE

Possible communication cues -..treatment extremely critical

AFFILIATIVE (Group)

THE CATEGORY

4.1 THE FORMATS .. CORE DOMAINS

ASSERTIVE (Individualistic)
Pink Ladies

The
Monkeys

GUMS

CHOCOLATES
MINTS
REPRESSIVE
(Control)
Miss
Innocence

EXPRESSIVE

LOLLIPOP
POPPINS
Mamas
Boy

TOFFEES
AFFILIATIVE (Group)

GEMS

Miss
Congeniality

4.2 OVERALL THE PAYOFFS CONFECTIONERY

DELIVERS
ASSERTIVE (Individualistic)
Personal reward
Energy and charge,
Pacifier
vigour
Social badge, exhibitionism Style
Bournville
Discernment on quality
Engagement
Trendy, exclusive
Physical gratification
Adult
Determination, focus
REPRESSIVE
Bestowed reward
(Control)
Comfort, reassurance Happiness and warmth
nurturing
Bonding and sharing
Acknowledgement of
Joy, cheer
your worth
Fun, mischief
FIVE
Popular
STAR
Simple, Everyday

AFFILIATIVE (Group)

EXPRESSIVE

4.2 CONFECTIONERY .. THE PRODUCT

CUES
ASSERTIVE (Individualistic)

REPRESSIVE
(Control)

Unique product taste

Rich, subtle
potent
Premium
Physical stimulation
Complex, novel
Variety
Palette stimulation
Instant, sharp, obvious
Attitude / style
taste
Transformational (before-after)
(MOUTH)
(HEAD)
Sweet rich
Textures creamy, melt
Good for you /
Engaging - Play value,
Not harmful
multiplicity
Familiar
Colour
Wholesome
Variety
Low involvement
(HEART)
(STOMACH)

AFFILIATIVE (Group)

EXPRESSIVE

4.4 IMPACT ON CONSUMPTION VIZ OUR

SEGMENTS
ASSERTIVE (Individualistic)
Pink Ladies

Early adopters
Cool / In / Modern
Image

REPRESSIVE
(Control)
Miss
Innocence

Undiscerning
Quantity over Quality
Impulsive
Instant gratification
Followers

The
Monkeys

EXPRESSIVE
Rational, controlled
Conforming
Value for money
- Deals
- Low price
Mamas- Good brands
Boy

Experimentation,
spontaneous
Miss
Experiential
Quality over Quantity Congeniality
Need to relate to brand
emotional connect

AFFILIATIVE (Group)

4.5 ROLE OF BRAND THEREFORE FOR THE

SEGMENTS
ASSERTIVE (Individualistic)
Pink Ladies
Means to an end
How it is made for
you.. Customized

REPRESSIVE
(Control)

Miss
Innocence

I am bigger than the

brand
Brand has to please
me

The
Monkeys

What experience/benefit
it promises you

EXPRESSIVE
Enabler or
reassurance
Endorsement
How it will help you in your
role
Mamas
Boy

Equal, partners as a
friend, buddy
Someone I can
relate to
How it understands you

AFFILIATIVE (Group)

Miss
Congeniality

POSITION OF OUR BRANDS

Our view on opportunities ahead

POSITION OF OUR BRANDS: CENTER SHOCK

Consumer perspective

Center Shock, as a gum brand has managed to expand and stretch the
category boundaries

Has moved away from the mindless chewing consumption / action to a unique
and engaging product experience

It is seen as stimulating gum because of the potent product experience. It

is well differentiated from other gums.

.. CENTER SHOCK .. ROLE OF BRAND VS

PRODUCT
ASSERTIVE (Individualistic)

CENTRE SHOCK
One up

REPRESSIVE
(Control)

ROLE OF BRAND

Communication reinforces
product experience
Product : Larger
than life product
experience
Dum to endure
the product

EXPRESSIVE

ROLE
ROLE OF
OFPRODUCT
PRODUCT
-Unique engaging experience
forces focus on product
-Extreme implicit challenge

?
-Over time need to build a
personality around the brand,
though still rooted in product
AFFILIATIVE (Group)

POSITION OF OUR BRANDS: CENTER SHOCK

Over time, might runs the risk of the differentiated
product experience either being replicated or the novelty
wearing off
However, currently, we have the consumer enthralled ..
And maintaining this excitement would be key.
Opportunities offer themselves in the form of constant
happenings viz new tangy, titillating flavours, build a
personality around the brand by leveraging the shock
dimensions (prankishness, endurance?), promos around
fun, prank, group rituals

POSITION OF OUR BRANDS: BIG BABOL

Consumer perspective

Big Babol, is being treated as any other gum

Competition (Boomer) is reference for category
The associations it evokes are not even meeting current
category expectations drive, power, vitality..
It is at best a compromise , driven by availability and below the
line activity

.. BIG BABOL .. ROLE OF BRAND VS

PRODUCT
ASSERTIVE (Individualistic)
BIG BABOL
Category gums
Chewing, bubbles

REPRESSIVE
(Control)

EXPRESSIVE

BIG BABOL
ROLE OF PRODUCT
-Any gum
- Does not even own any
ROLE OF BRAND
distinct product value blows
Nil
bigger bubbles / is tastier?
At best big tattoos, cricket cards
AFFILIATIVE (Group)

Communication?
Golu? Kiddy

POSITION OF OUR BRANDS: BIG BABOL

Big Babol, the strategy needs a revamp
First, definitely need to steer clear of the nurturance
zone values which are regressive for this category.
-Can garner values of one-upmanship. explore / create a
wider context of consumption repertoire (group fun, team
spirit?), and make it relevant for the girls as well?
- A brand character befitting desired values?

POSITION OF OUR BRANDS:

ALPENLIEBE
Consumer perspective

Alpenliebe as a brand has evolved beyond the category

(toffees) and has a unique position in the confectionery
repertoire, differentiated from regular toffees
Its unique position is rooted in the organoleptic experience
and the variety it offers.

.. ALPENLIEBE .. ROLE OF BRAND VS

PRODUCT
ASSERTIVE (Individualistic)

Product Very
pleasant sensorials,
unique product
taste

P
AL
L
EN
Communication
(Warmth, sharing)
Category toffees
Access, everyday
yet special

EXPRESSIVE

BE
IE

REPRESSIVE
(Control)

ALPENLIEBE

ROLE OF PRODUCT
ROLE OF BRAND
Strong
-High has managed to extent
Bonding somewhere legitimizes
the toffee space
irresistibility
AFFILIATIVE (Group)

POSITION OF OUR BRANDS:

ALPENLIEBE
Unique comfortable position
Alpenliebe has the potential to offer a wider canvas of
emotional pay-offs - Values beyond product /
organoleptic experience .. though not completely
divorced from it either
Can further explore dimensions of irresistibility
temptation, want more and more - cannot stop,
have to have it layered by clean fun, mischief

POSITION OF OUR BRANDS:

MENTOS
Consumer perspective

Mentos is a minty chew which gives functional payoffs

such as freshness and coolness
It is also premium considering its association is
primarily with the high value mint roll
No playback of communication

.. MENTOS .. ROLE OF BRAND VS

PRODUCT
ASSERTIVE (Individualistic)

Category purposive
freshness, coolness

MENTOS
REPRESSIVE
(Control)

EXPRESSIVE
Coloured Mentos?

ROLE OF PRODUCT
-Low as of now. However, the
ROLE OF BRAND
coloured fruity dragess can be
Low currently a premium good
leveraged
mint
AFFILIATIVE (Group)

POSITION OF OUR BRANDS:

MENTOS
Mints in its inherent functional benefit avatar does not offer
much scope for this TG
Could consider flagshipping Mentos Coloured dragees for kid
segment and use the values of colour and style / attitude /
youthfulness (using the chewy action as the product link)

POSITION OF OUR BRANDS: MARBLES

Consumer perspective

Marbles is equated to Gems. Does not enjoy a differentiated

position yet
Emotional pay-offs are driven by category , the brand does not
add value
Category imagery that of nurturing, safe fun (not edgy,
prankish)

.. MARBLES .. ROLE OF BRAND VS

PRODUCT
ASSERTIVE (Individualistic)

? Can we
increase
role of
product ..
Sensorials, new
flavour / taste,
chewiness?

MARBLES
EXPRESSIVE
(Another Gem
s)

REPRESSIVE
(Control)
Category Gems,
play value, Colour

ROLE OF BRAND
ROLE OF PRODUCT
Low no value add
-No role Is this a concern?
At best, for some KING tattoos
The brand association
AFFILIATIVE (Group)

POSITION OF OUR BRANDS: MARBLES

Marbles as product format holds potential.
Can use inherent category codes of play and colour to enhance
the imagery with a dash of trendiness, youth / boldness and
edge? Mouth play?

POSITION OF OUR BRANDS: CENTER

FRESH
Seen as a not happening brand today
No distinct brand / product association except
cricket cards and minty taste

Need for concerted effort to revive the brand in consumer

mindspace Air Action Center Fresh?

QUESTION-I FOR DISCUSSION

What

does this exercise mean

from Brand management
perspective?

QUESTION-II FOR DISCUSSION

What

is the significance of
psychographic segmentation?

QUESTION-III FOR DISCUSSION

What

is the relationship between

psychographic segmentation and
consumption of products? Does it
vary by product categories, if yes,
how?

QUESTION-IV FOR DISCUSSION

What

is the relationship between

psychographic segmentation and
brand preference?