portfolio > mawana foods
Turning a commodity manufacturer into a brand marketer
The titans of yore have often been left behind with sweeping changes in the socio-economic environment. Once DCM ruled the market with its bestselling Rath vanaspati (hydrogenated cooking oil), and was also the first brand of (Mawana) sugar in India. With liberalisation, however, the packaged foods market exploded (oils like Sundrop, Fortune, Dhara; and sugar brands like Parry’s, Dhampure, Trust), distribution channels transformed (think modern retail and e-commerce), and dietary habits changed.
Creating a brand culture
Resonance worked closely with the client for over eight years – a period that witnessed three marketing heads change – and engineered a change in all aspects of the marketing and branding. From formal consumer research to benchmarking competition, product and positioning development to packaging design, POS and merchandising to communication.
And an architecture for growth
In sugar, a three-tiered brand architecture was worked out where sulphitation (basic) sugar formed the base, with Mawana Crystal Sugar leveraging its ‘for a sweeter life’ plank. Among the new launches, Mawana Premium was a refined variant, positioned as a ‘no chemicals’ sugar; whereas Mawana Select represented the company’s foray into multiple specialty variants. In oils, Cornola was relaunched as a light oil with heart-friendly properties, and 55-year old Panghat was reinvented in small pack with a totally new brand identity. A big shift was effected from being an institutional supplier to a marketer with a consumer orientation, supported by a portfolio of brands.
Creating a brand culture
Resonance worked closely with the client for over eight years – a period that witnessed three marketing heads change – and engineered a change in all aspects of the marketing and branding. From formal consumer research to benchmarking competition, product and positioning development to packaging design, POS and merchandising to communication.
And an architecture for growth
In sugar, a three-tiered brand architecture was worked out where sulphitation (basic) sugar formed the base, with Mawana Crystal Sugar leveraging its ‘for a sweeter life’ plank. Among the new launches, Mawana Premium was a refined variant, positioned as a ‘no chemicals’ sugar; whereas Mawana Select represented the company’s foray into multiple specialty variants. In oils, Cornola was relaunched as a light oil with heart-friendly properties, and 55-year old Panghat was reinvented in small pack with a totally new brand identity. A big shift was effected from being an institutional supplier to a marketer with a consumer orientation, supported by a portfolio of brands.
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