DY WORKS APPROACH NOTE

COCA-COLA INDIA
Finding a new space for Fruit-based
Beverages

1st November 2017

India is a land of myriad beverages,
across regions, time of day & reasons
 SOME NEED STATES for BEVERAGES in INDIAN LIVES

Panacea Potion Summer Cooler Morning Booster

Food Accompaniment Winter Warmer Afternoon Digestive

Traditional Complement Dessert Drink Evening Refresher

Welcome Drink Daily Dose Night Soothie

Indicative Snapshot: Need-state based category mapping for beverages (with 20 consumers)
There are numerous need states that beverages cater to.
The objective is to identify the relevant pivots for beverages
that contain lemon and orange
THE WORLD OF LEMON AND ORANGE
 CULTURE
QUENCHER

TASTE

MEMORY

RITUAL

PROTECTOR
GANGA
JAMUNA

RITUAL
TRADITION

REFRESH

TANG
JUICY
THE WORLD OF OUR BEVERAGES
Website Outdoor Packaging

Codes of natural and refreshing

The Ultimate Refresher

Communication

Taaza and thirst-quenching

 Outdoor Packaging

The Bold and Quirky Refresher

Communication
Brand Ambassadors Outdoor Packaging

Codes of fun and joy

Fun and bubbly

Fun and Flavor Unlimited
Communication

Fun and Quirky!

How do we leverage key attributes and perceptions from
the world of lemon and orange and marry it with our brands,
while making sure they grow from grassroots?
 No-frills packaging

The name itself

Communication in Hindi

Back to the Indian Roots

Rooted in Ayurveda
Endorsed by Yoga Guru Patanjali as the Sage

Earthy and natural colors

 Themed weddings & Sangeet Focus on Indian palate and
functions going beyond regional long-lost flavors, making the
preferences brand desirable

A regional brand making waves nationally

Pop-culture finding religious expressions

These brands/concepts have grown from grassroots, and
even though some of them have originated from a small
region, they have a Pan-India appeal
DY WORKS APPROACH
 DYcode DYsrupt DYsign

Adopting a multi-pronged Analysis of the categorized data to Implementing the strategic

approach within and outside the lead us into the strategy driven by recommendations including
category cultural beliefs, eventually resulting in positioning, product formats and
adoption and growth for the brand communication themes
DYcode DYsrupt DYsign

A cultural enquiry deep dive across consumers, category, competition, the brand and the retail environment –
FROM THE INFORMATION PROVIDED BY CLIENT AND DY WORKS’ RESIDUAL KNOWLEDGE / SECONDARY IMMERSION

Understanding and mapping the consumer - Consumer trend studies: evolution of the consumers of this region with a focus on,
beverages and all-day habits, what are the new codes with mothers, families, kids, teens, young adults, seniors. Taste,
Consumer Indulgence, Health and Nutrition quotient in their lives – symbols if any. An understanding of what their average day is like, local
narratives and ‘folk wisdom’, myths and beliefs

Understanding category drivers – what draws people towards beverages and fruit based drinks. Behavioral drivers and
Category influencers, claims and messages they look for, what are the drivers for the category. Indentifying opportunities and need-gaps.

Brand Understanding the brand– Current Coke Equity, Assess codes of current formats Fanta, Sprite and Limca - what works / what
doesn’t, what can be leveraged through pairing, introducing juice component and so on.

Understanding and mapping competition - their positioning and recall in the minds of the consumers, awareness drives, in
Competition home vs. out-of-home consumption, Communication (if any) SWOT, their claims and significance

A brief understanding of the retail environment. How new products are introduced, how do trials happen and sticky-ness quotient?
Point of Purchase

Cross Pollination A study of other categories/ brands which harp on taste and indulgence, Other brands that resonate with the diaspora
 DYcode DYsrupt DYsign

Immersion Knowledge Semiotic Decoding and Encoding Beliefs and Metaphors

Using findings from the immersion Using the power of semiotics to encode Tapping into a deeper belief system and
data to position the brand that will signifiers of the key driver out of a range of using powerful metaphors to translate
help us differentiate and disrupt drivers – taste, colors, etc. into the desired action

Using the above to arrive at disruptive concepts that work

 DYcode DYsrupt DYsign

INPUTS AXIS SOLUTION

CULTURE EXISTING
INDULGENCE

CONSUMER NEW FORMATS

RETAIL NOURISHMENT PAIRING

REGIONALITY EXTENSIONS
FUNCTIONAL
BEVERAGE (NEED GAPS)
POSITIONING
CULTURE

*Indicative. To be determined basis insights from engagement

KEY QUESTIONS THAT WILL BE ANSWERED
1 Product Offering and Formats
What are the different formats for different need states that are
desirable, feasible and viable?

2 Core Promise
What is the one unifying thought for our new products and their
relationship with the current brand?

3 Communication
How do we translate and convey our core promise to the
consumers?

4 Future Extension Possibilities

What new products can we introduce to extend the brand -
Principles of brand architecture?
COSTS AND TIMELINES
 Stages Deliverables Timelines Cost

Objectives
•  To understand the consumer
•  To understand category codes & drivers
•  Explore needs, barriers, desires & gratifications

Primary Immersion – 4 regions (1 strong and 1 weak market for each brand)
STAGE 1 •  Selection of geographies/regions
•  Areas of enquiry
IMMERSION •  Interactions & Semiotic enquiry
DYcode
Secondary Immersion
Competitor & Category Analysis
•  Positioning and Communication
•  Cross-category referencing and application 45 Working
Days
*Immersion, travel and consumer recruitment costs on actuals to be borne by the client
(Two teams
30 L
STAGE 2 Distilling data into insights across consumer needs, category trends, competition gaps, and company strengths would be
•  Opportunity areas & gaps in competition working on the
STRATEGY •  Identifying relevant themes and discourses that could be leveraged for our brand project in
DYsrupt •  Identifying communication touchpoints and the most effective use of these parallel)

Core Promise
What is the one unifying thought for our new products?

Product Offering and Formats

STAGE 3 What are the different formats for different need states?
CONCEPT DESIGN
DYsign Communication
How do we translate and convey our core promise to the consumers?

Future Extension Possibilities

What new products can we introduce to extend the brand?

Total (Exclusive of taxes) 30 L

Payment Schedule

Project Initiation 50% of the project fee

First Presentation 30% of the project fee

Second Presentation 20% of the project fee

Please note:
•  This cost is exclusive of artworks, taxes, image purchase, rendering, travel, commissioned research, photography, copywriting
and production costs (if any), which would be billed separately as ‘third party cost’ on actuals. DY Works will charge a 20%
supervision fee on all 3rd party costs
•  Travel, stay and out-of-pocket expenses for the purpose of immersion, meetings and presentations will be billed at actuals.
Itemized bills for the same will be provided by DY Works.
•  Work will be initiated only after receiving the PO
•  Travel and stay for MD would be Business Class
•  Detailed terms and conditions will be shared upon project sign-off
TEAM PROFILE
Team
Alpana Parida, Managing Director, Business Design
A graduate of IIM(A) ’85 and St. Stephen’s College, Economics; Alpana has experience in building and growing brands
across India and the US. Our toughest critic, she believes that organizations with prima donna personalities are never
scaleable. “All our attitude is in our work and not necessarily in our personalities”

Dhaval Shah, Principal Consultant, Business Design

As a design strategist, Dhaval operates at the intersection of design, business and technology. He has a right mix of
analytical reasoning, human-centered design thinking and business management skills. Prior to returning to India, he
worked as a technology professional in Silicon Valley designing and developing complex software systems for over 13
years. His MBA in Design Strategy, San Francisco and MS in Computer Science, Los Angeles give him a broad
perspective and experience necessary to address today’s business challenges in a consumer centric way.

Priyanka Shah: Business Development Head

Post Graduate from Mudra Institute of Communications Ahmadabad (MICA). A state level tennis player, she defines the
phrase ‘Positive Attitude’ and brings oodles of the same to all that she has done with us in the last 12 years. Having
spent 10 years at the head office in Mumbai she set to start the Bangalore branch for the organization 2 years ago.
She also heads the Business Development for the organization. Extremely structured in her thinking and approach,
Priyanka brings equal amounts of passion and analytical thinking to the table. She conceptualized a workshop based
naming tool -Identikit. Priyanka is considered our Brand Naming expert
Team
Jagpreet Singh Sandhu, Director, Business Design
A graduate in Graphic Design from CSM London, Jagpreet has over 16 years experience in the creative field. He
started his career as a visualizer and has constantly challenged himself having worked as a Sound Designer, Script
Writer, Conceptualizer, Illustrator and Performance Artist. Design Strategy has been the core of his engagement at DY
Works which focuses on effective translation of strategic thought into a comprehensive Brand Experience.

Imran Patel, Lead, Business Design

A commerce graduate who went against the grain and learnt graphic design; he joined DMA 8 years ago as one of it’s
live-wires, and continues to be one. His experience across a range of media, both consumer and corporate, is the
driving force behind his work. Even today, after 11 years, he has not forgotten that most essential of creative faculties –
curiosity; and that is his strength. He does all this whilst continuing to be our resident encyclopedia.

Mehek Contractor, Lead, Business Design

An MBA from Symbiosis Institute of Media & Communication, Mehek has a keen interest in branding youth culture.
Having worked as a Game Designer, she brings a fresh perspective to customer engagement with brands. Over the
past 4 years she has worked with clients including ITC, Kellogg's, General Mills and Hike. She has also studied English
literature with a specialisation in popular culture.
Team
Varun Sathees, Assistant General Manager, Business Design
A post-graduate in Communications Management from MICA, Varun spends time observing people and their behaviour, and takes keen
interest in tracing patterns. Hardworking, intuitive and passionate, he is driven to be an integral part in the growth of all the brands he
works with.

Vasishth Sukhija, Sr. Manager, Business Design

A graduate from Indian School of Business Hyderabad and IIT Kharagpur, Vasishth is analytical and focused in his approach. He
brings in rich experience working with large corporates as well as with small startups. He has a keen interest in brand management
and consumer behavior, and firmly believes that they are fundamental to creating powerful brands. The world of creativity and music
excites him.

Shilpa Bhatia, Assistant General Manager, Business Design

A MBA graduate from SIMC Pune, Shilpa has dabbled in various segments in the brand world including public relations, digital
media and marketing. Passionate and focused, Shilpa strives to create sharp, relevant and effective brands. She has worked with
brands across geographies including HUL, FutureGroup and Beiersdorf India. Shilpa enjoys a good book and is excited about
discovering new cuisines.
THANK YOU