Challenges:

A popular Traditional Indian Digestive Drink, Jeera Masala Soda, is easy to make and has low cost barriers to set up a manufacturing plant. The result: numerous local and regional players entered this market. At the same time with changing consumer dynamics and shifting preferences towards ‘healthier’ drinks, the market for Jeera Drink was also expanding aggressively. Yet Hajoori Jeera Kashmira Soda failed to retain its market share, let alone attract newer audiences.

With so many Jeera Drink Brands in the market and consumers using the generic name ‘Jeera’ or ‘Jeeru’ to purchase the product, retailers played a vital role in pushing the sales of a brand which offered them better margins.

Insights:

To develop a strategy for regaining an eroding market share, it was important to gain an insight into the consumer's mind, understand their likes, dislikes and the reason that made them opt for other brands. An in-depth survey was conducted in the markets where Hajoori Jeera Kashmira Soda was present, which included, Ahmedabad, Surat, Vadodara, Rajkot, Pune and Mumbai.

The respondents included men and women from different age groups, locations and strata of society to ensure that the findings weren't skewed.

The survey revealed that

• The audience found the name, ‘Hajoori Jeera Kashmira Soda’ too long
• They disliked the packaging and found it unappealing
• Many found the pricing to be strange - Rs. 18, Rs. 22, etc.
• They didn't prefer a big bottle; and disliked too many SKUs

But the most important insight was that they found Hajoori Jeera Kashmira Soda to be less strong in taste and less fizzy as compared to other Jeera Drinks. They judged this on the basis of how loud the burp is post consumption of the Jeera Drink.

Solution:

The survey revealed many interesting aspects about the consumer mindset and behaviour, which formed the basis of our strategy and solution.

• Rechristening the Brand: Based on two insights - Brand name being too long and people only demanding for ‘Jeera’ or 'Jeeru' drink, we suggested a brand name ‘Sosyo Jeera Xtreme’. The name also addressed another consumer insight that asked for a stronger, dumdaar taste and fizz. The add-on word 'Xtreme' established the brand as a strong jeera drink.
• Leveraging Parent Brand Name 'SOSYO': Sosyo has a wide appeal and is a well-known brand among consumers (rather than the Company name 'Hajoori'). Sosyo was added to the name to leverage the brand equity and establish an instant connect and recall.
• Strong New Positioning - Fizz Xtreme. Taste Xtreme. Piyo Jeera Xtreme: Here was a positioning that would clearly distinguish Sosyo Jeera Xtreme from the various players in the market. It had a strong fizz, in fact the strongest in the Jeera Drink Category. The positioning not only communicated this USP of the product in a casual manner, but also insisted the audience to try Sosyo Jeera Xtreme. With the word XTREME used thrice, we wanted to ensure that the brand name Sosyo Jeera Xtreme was recalled and remembered.
• New Look and Feel: A brand new packaging design was created which reinforced the products main USP, strong taste through the choice of colours, fonts and the overall design.
• Single SKU: We launched just one SKU of 200ml, a very strategic and tactical decision-making in mind the audience's consumption preferences. This was competitively priced at a round figure of Rs. 10/-.
• Launch Ideas and Sustainable Campaign: We crafted a communication that revolved around the main attributes of our product at all times in all our communications - strong and xtreme taste. A strong media plan, to launch the product phase wise in different cities and states was created.

Execution:

The product was launched successfully in Surat, Ahmedabad, Rajkot, Baroda, Pune and Mumbai. From van branding, posters, danglers, restaurant branding, bus shelters, dealer boards and online social media marketing, Sosyo Jeera Xtreme connected to the audience on various platforms.

Impact:

The product received a great response and created a niche for itself in a short span of time. The convenient pack size and affordable pricing were an instant attraction. It became a preferred choice for those who wanted more fizz and stronger taste in their Jeera Drink.