Target audience: those buying unbranded mirchi powder and those buying other brands.
Strategy: “Having identified
‘Freshness’ and ‘low involvement’ as critical issues in purchase decision
making we want to use these two factors in influencing the decision maker.”
Freshness is the product
attribute that we are hoping to sell on. By converting ‘mirchi buying’
from a low involvement to a high involvement process we hope to first create
‘Trial’ and lead on to ‘Brand Loyalty’.
This we hope to achieve
in a two stage process. As a first step we have to get the consumer to
choose our brand over any other brand. Once she has tried the product the
freshness and quality will retain her as a loyal customer. The high involvement
purchase process will in itself build loyalty.