Reflective Paper – Brand Management and Integrated Marketin

Reflective Paper – Brand Management and Integrated Marketing…     Reflective Paper – Brand Management and Integrated Marketing Communications Most people believe that there is an inevitable trade-off between tasty and healthy food. WickedGüd is a young food brand that aims to change this – offering as the name suggests, indulgent comfort foods that taste wickedly delicious, but are also good for you. The company was co-founded in July 2021, by Bhuman Dani, Soumalya Biswas and Monish Debnath. In October, they launched their first product: pasta made from the three things that Asians eat everyday: Lentils, Rice and Chickpeas. WickedGüd has raised 330,000 USD so far, from Titan Capital and other investors. They currently sell only from their own site (25% of total sales) and marketplaces (75% of total sales) and in just four months have sold more than 10,000 boxes of pasta. So Wicked, it’s GudStarting with pasta and noodles, this young company is aiming to transform the way you eat comfort food. Most people believe that there is an inevitable trade-off between tasty and healthy food. WickedGüd is a young D2C food brand that aims to change this – offering as the name suggests, indulgent comfort foods that taste wickedly delicious, but are also good for you.Brand Building: The Four QuestionsAt the start of the WickedGüd journey, the team sought answers to these four questions.#1 Who is the target audience? What is their need?WickedGüd’s target audience consists of two primary cohorts: Gen Z kids and their millennial mothers. There is a constant tussle between these two, with kids driving the purchase of junk food and mother trying to play gate-keeper.#2 How does our product fulfil this need, in a way that currently available products do not?Wicked taste and good ingredients: that duality sums up the brand’s promise to resolve the conflict between mothers and kids.#3 What should the brand stand for, across the lifecycle of our target audience?The brand message: WickedGüd empowers mothers by reconstructing indulgent junk food into healthy, affordable and tasty choices, made with mum-approved ingredients found in every kitchen.#4 What should the messaging strategy be, so that you touch the heart, soul and minds of the target audience?Show how WickedGüd has transformed wicked indulgent, junk food into good nourishing meals that kids love and mothers approve of.  Wickedly Good PackagingWickedGüd partnered with Elephant Design for the name, identity and packaging and the duality of WickedGüd was the foundation for the unconventional design solution.Goodbye back-of-packThe duality is captured by a unique pack design where both sides of the pack are used to engage with the customer. One face is ‘wicked,’ pitching at a fun, emotional level (For guiltfree marathon parties). The other face stresses the functional promise of ‘good’ ingredients – (Goodness of chickpea, red lentil and brown rice).  The unique pack design uses both sides of the pack There is no back-of-pack stuffed with information. Instead, the mandatory legal information has been put on the sides of the pack. Elephant Design moved legal information, typically seen on Back of Packs, to the sides Call out the goodness Elephant has created an exclamation-like shape to showcase the ingredients, building further on the idea of the surprise that wicked food can be good. Not only is this an ownable and on-brand device, it allows ingredients to be shown in roughly the correct proportions, providing important information at a glance, without the need to read. Th exclamation-mark is a visual device that showcases ingredients Playful worksThe bright colour palette along with playful typography and quirky illustrations combine to creat e a packaging identity that stands apart from their current competition. Deshpande points to the many subliminal cues on the packs that amplify the brand personality. For instance, the brand logo is encased in a device that looks like the top view of an open pack – hinting that wickedly good things wait inside.  The neon colours evoke ‘highlighting’, reinforcing that WickedGüd amplifies all important information, without hiding anything. Going GlobalEven as it launches more products, WickedGüd is getting set to take pasta from Asian geographies to the world. The brand will list on Amazon.com shortly to address the US and UAE market, where it will take on competitors like  Banza, a chick-pea based pasta startup that is seeing considerable traction. Launches in the UK and EU will follow. Questions for ReflectionConceptualise the positioning statement for WickedGud. Develop a Positioning Map for the Pasta & Noodles category and plot the position of WickedGud and 3 key competitors in the UAE market. Explicitly cite the understanding you have gained in the UAE market based on primary market research (15 Marks)Construct the Benefit Ladder for WickedGud that will be relevant over the next three years. (10 Marks)Using brand communication frameworks, creat e an integrated marketing communication campaign to launch this brand in UAE. (15 Marks)Use the abovesaid questions as a trigger for reflection to come up a reflective paper under two thousand words.  ***        Call out the goodnessElephant has created an exclamation-like shape to showcase the ingredients, building further on the idea of the surprise that wicked food can be good. Not only is this an ownable and on-brand device, it allows ingredients to be shown in roughly the correct proportions, providing important information at a glance, without the need to read. Going GlobalEven as it launches more products, WickedGüd is getting set to take pasta from India to the world. The brand will list on Amazon.com shortly to address the US market, where it will take on competitors like Banza, a chick-pea based pasta startup that is seeing considerable traction. Launches in the UK and EU will follow. Business Management

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