Frontier Premium Biscuits Brand Presentation

SWOT •Legacy of 90 years •Wide & premium range of baked biscuits & rusks •100 % vegetarian – no eggs. No preservatives •Handmade •Unwavering focus on quality - best manufacturing processes, ISO company •Strong following in North/West Delhi, now have expanded operations to NCR & North India •Retailing through exclusive stores

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•From regional player to national presence

•60 franchises to 150 by 2012 •37 crore brand to 100 crores •Expansion to west, south & east

•The regional players are expanding pan-India and are creating a new middle segment in the biscuits market by redefining price-quality •The biscuit industry is witnessing a major shift towards 'premiumisation' as consumer preferences change, upgrading from affordable glucose to cream biscuits, cookies

OP

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UN

ITIE

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•Negligible brand awareness outside NCR •Pack design, graphics need modernisation

TH

RE

AT

S •Increasing competition as major

international brands enter / increase their portfolio •On-site manufacturing of fresh bakery products in bakeries in supermarkets

3 major consumer trends in the biscuit category

Health

• Consumers are more concerned about their health and are well aware of the relationship between nutritious food and optimal health. Some popular trends in the market are the introduction of low/light, functional, natural and organic products

Innovation

• Consumers are also tempted to try new offerings that are innovative - in concept/flavour: • spicy offerings like Aliva - a

cross between Indian savouries bhujia/matthi and biscuits;

• or form: • Horlicks biscuits for toddlers in

animal shapes;

• or even traditional Indian cookies with a new twist: • flavoured nankhatais with a

tinge of almonds, cashew, elaichi, coconut, butter, oregano

Taste

• Consumers are increasingly indulging in biscuits that satisfy their taste buds. The taste enjoyment factor is vital and the entire sensory experience of look, aroma, texture and most importantly flavour is the most important gratification in consuming biscuits

Magical / Funny (For Kids)

Romantic / Sensuous (Self-Indulgence)

Humour / Bizarre (Basic, un-differentiated)

Emotive / Heart-warming (Premium, Different )

50:50

PARLE-G

McVITIES

KRACKJACK

OREO

ALIVA

HIDE’nSEEK MARIE

LITTLE HEARTS

NUTRICHOICE

PURE MAGIC

HORLICKS

BOURBON

Most cluttered, obvious & undifferentiated way to create brand imagery

Vacant space to build brand imagery that will stand-out

Brand imagery amongst leading biscuit brands

Brand Strategy: Stay true to the DNA

Promise

• Biscuits that taste better than any other

• Premium quality, eggless, 100% vegetarian

Process

• Made by experts – not machines

• Strict adherence to recipe, methods based on legacy and heritage

Place

• Retailed through exclusive brand shops that extend the brand experience and values directly to the consumer

• Retain the ‘boutique character’ even with a national footprint – reminding consumers of reputed bakery stores from yesteryears

Consumer Insight

How this Insight fits with Frontier Biscuits’ offering

Frontier biscuits are hand-made with quality ingredients and sold from exclusive stores that cue the same values as the biscuits. It’s the way biscuits were made 50 years ago – with the personalized care and individual talent that was expected from a bakery of

repute. Consumers took the effort of going to the bakery to buy biscuits because they tasted superior to other options.

Consumer Insight

The prime motivation to consume biscuits is the sensory gratification you get – the aroma as you open the pack, the appetizing look, the texture when you hold it, the way it crackles or melts in your mouth, and finally the taste. Innovation, variety or healthy-eating are

secondary benefits with lower sensory gratification.

General Perception

Innovation (shape, packaging, form), variety (flavours) and healthy-eating (fibre, low-calorie, extra-nutrition) is the only reason to consider a new brand of biscuits over your usual favourite

Target Consumer

Her/ his views and attitude towards life

Confident people who know what they want, trendsetters, positive attitude with an appreciation of good quality

Profiling her/him

Accordingly, a consumer who is adult (21 years+), heavy user of snacks especially biscuits (most likely usage occasion being teatimes), urban and middle-class

Most receptive to Frontier Biscuits unique values

Discerning consumers whose palate can appreciate the smoother texture and superior flavour of premium quality, hand-made biscuits.

“Bitay Pal kay Sunhera Swad Lautaye”

(Hand-made with love to bring back the authentic taste of the original biscuit)

Recommended Brand Proposition

SUPPORT

•Legacy of 90 years •Wide & premium

range of baked biscuits & rusks

Loyal customers With the potential

To convert new customers

into repeat buyers

•Retailing through exclusive stores

Knowledgeable, friendly

& professional staff

•100 % vegetarian •No eggs.

•No preservatives •Handmade

•Unwavering focus on quality

•Best manufacturing processes

•ISO company

Nostalgia, Happiness, Honesty, Excellence

Brand Personality

Social Marketing

Niche Marketing

Trials

Entertainment Zones

Awareness,

Saliency, Top-of-mind

Direct Marketing

Brand Experience

On-Ground Promotion

Proximity Marketing

Loyalty Marketing

Multiplexes, Malls

Cinema Commercials, Product Sampling

Mass Media

TV, Print campaign

Reminder Media

Radio, Billboards

Online Purchase

Online Store With cash-on-delivery

In-store

Design & Merchandising

On-site Signage Fascia

Standees, Danglers,

Posters

Store Neighbourhood

FSIs, Kiosks, Banners,

Signage

CRM

Home Delivery Collateral, Loyalty Programme

Out-Of-Home

Product Sampling

Residential Complexes

Communities, Online

Campaigns

Facebook, Orkut, Twitter

Airport Stores Seatback Advt, In-flight

Commercials / Magazines, In-flight, Airports

Metro, Bus Panels, Radio Taxis

On-the-move Media

• Frontier is a manufacturer of eggless premium biscuits & rusks since 1921

• More than 90 years in the business of manufacturing and selling biscuits

• 100 % eggless products with a long shelf life of 4 months

• Widest range of handmade eggless biscuits with more than 48 biscuit varieties

• Competitively priced between Rs.130 to Rs. 350 per kg

• Successfully running 14 self-owned retail units in Delhi and NCR

• Established 48 franchises across North and West India

• First-of-its-kind biscuit store concept brand in the world

• Frontier Biscuits are Ideal to gifts on occasions, festivals and events

• Legacy of rich taste established over 90 years has given Frontier a permanent place in most families across India and overseas

Who are WE?

• Frontier is a manufacturer of premium variety of eggless biscuits; retailed through self-owned and franchise-operated retail stores across North India

• Currently promoting a rich variety of eggless, handmade quality & tasty biscuits through 62 branded stores in North and West India, Frontier is now fast expanding with innovative and better retail format, packaging, new flavours and Stock Keeping Units

• Perceived as a “popular neighbourhood biscuit bakery” • Enjoys a loyal limited customer base that is likely to shift

loyalties due to lack of customer engagement and innovation

where are we today?

where would we like to be?

• With a mission to enhance awareness and expand its retail footprint across the Indian subcontinent, Frontier aspires to be one of the most-loved home-grown biscuit brands of the country

• Leaving behind the traditional imagery of a

neighbourhood biscuit bakery, Frontier desires to be perceived as a “premium biscuit brand” of a large variety of handmade eggless biscuits & cookies - available through modern flagship outlets and other multi-brand retail grocery chains

• Primary Objective: Increase sales and hence

Frontier market share by reaching out to new & younger audience and thereby turning them into Frontier loyalists for life

By conceiving

a clear & relevant Brand Positioning for Frontier

How do we get there?

+

By building the brand

+ By establishing an

emotional connect with

the consumer

=

winning the hearts &

minds of consumers

with delicious & eggless handmade biscuits

The Recipe for Frontier’s Success

focused & constant advertising

innovation

constant engagement with audience

effective pr & networking with media

efficient & timely distribution

strong retail presence

premium imagery & brand associations

social media mktg + co-creation

product sampling & research

online selling

campaign specific in-store branding

target audience specific packaging

TARGET AUDIENCE

Existing: SEC A,B Housewives 35-40 yrs Desired: SEC A,B Youth 20-25 yrs

Sales, Current Positioning & brand Awareness

100% eggless delicious handmade biscuits

Legacy of rich taste established over 90 years

Handmade biscuits baked with

Your ‘Brand Personality’ should resonate with your ‘Brand Idea’

Trust

Warmth Union

Relationship

Goodness

Longevity

Pure

Wholesome

Fulfilling

Affection

Deliciousness

Delight Gratitude

Desired Brand Personality

Laughter

“My tea is best enjoyed

with Frontier”

“Frontier is my favorite snack……

Anytime…Anywhere!!

“Frontier make the best gift for any occasion”

“A trip to the grocery means

Frontier biscuits is a MUST”

“A trip to India means one HAS to bring India’s specialty - Frontier premium biscuits”

“Frontier biscuits are the best eggless and healthy biscuits for our family.

We love to spend Frontier moments at home”

FRONTIER. THE BISCUIT DESTINATION!!

FRONTIER – RETAIL APPROACH

Self-owned & franchise outlets

Shop-in-shops at modern retail grocery chains

e-commerce

PREMIUM ASSOCIATION

Frontier Flights

Seasons Greetings…

Tie-up with Nestle Chocolates to offer an Nestle-Frontier combo festival pack

“Chocolates and hand-made biscuits”

Suggested Brand Activation Campaigns

for Frontier

SO WHAT IS YOUR BISCUIT STORY?

• WHY

There is something about ‘handmade biscuits’ baked with love. And it is usually easy to produce these in the convenience of your kitchen

• WHAT

Share your recipe (video) of handmade biscuits and the most favorite & highest voted recipes will be introduced by Frontier as its new line of biscuits with credits to the winner(s)

• WOW

Generate content for blogging, FB page, website and PR

SHARE YOUR FAVE FRONTIER MOMENT

Share your favorite Frontier moment

• WHY Fun and silliness are two

important ingredients to enjoy eating biscuits

• WHAT Capture & share your fun filled

moments (photographs) while eating Frontier biscuits. The top 10 most creative voted photos will win exciting gifts and goodies from Frontier

• WOW Generate image bank for

Frontier advertising & promotions. Generate content for blogging, FB page, website and PR

• WHY Even something simple like a cup with a

biscuit can make for a great photograph. (However, product photography is not exactly a piece of cake – except if you are using Facebook’s newly acquired app 1 “Instagram”

• WHAT Share your Instagram photos of Frontier

biscuits. The most popularly followed photographs will become famous and get a chance to do a free course in product photography – sponsored by Frontier

• HOW Generate content for blogging, website

PR, image library for advertisements and promotions

INDIA’S FIRST BISCUIT FESTIVAL

Frontier Biscuit Festival

• WHAT

Create an annual Biscuit festival property to celebrate the “Biscuit “ . The event can consist of a number of biscuit-related activities, special meals and entertainment - buffet breakfast eaturing a variety of biscuits created by Frontier, entrepreneurs selling homemade biscuit foods, kitchen ware, cookbooks, a tasting area with participating businesses and bakeries offering samples of signature biscuits, a live baking competition et al

• HOW

A first-of-its-kind content for the media that can be leveraged to build brand awareness

• WHY

Biscuit is a happy thing and continues to play a huge role in everyone's lives

FRONTIER BISCUIT FESTIVAL

Frontier Presents “Vicky goes Veg. & Eggless!!”

Born and bred in Mumbai, Vicky Ratnani’s wit and charm has a duality that is reminiscent of natural Indian spice. A foodie at heart, he is a a heady cocktail of flavours, some still undefined. ‘Vicky goes Veg’ is a popular cooking show NDTV Good Times that can be leveraged for a new series on homemade eggless biscuit s – presented by Frontier.

TV Sponsorships

• Brand Strategy • Advertising & Marketing approach • Direct Marketing • Online & Social Media Marketing • Evangelism Marketing • Media Mix • Communication & Design evaluation • Packaging • Coordination & implementation with agencies • Blogging

BRAND CONSULTING SERVICES by Brandtrotter

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My Team’s Work

Successfully pitched for the advertising duties of the prestigious

revamp project of the Indira Gandhi International Airport, New Delhi by GMR. Designed a brand strategy for the development of Corporate Identity and awareness of the revamp of the airport; Recommended and implemented innovative advertising solutions for the internal and external customers of GMR Led the program positioning & BTL communication for

National Geographic Channel’s mega television properties such as ‘Mission Udaan’, ‘Megacities’, ‘Megastructures’, ‘It happens only in India’, ‘Most Amazing Moments’ targeted at viewers, media & corporate

Executed packaging for Perfetti confectionary, direct marketing communication for the sales channel, distributors and corporate communication such as Annual Corporate Sales Conference, newsletters and magazines