Product details

Anirban Ghosh (Ghosh) was the CEO of Dream Bake Pvt Ltd (DBPL), in Kolkata, West Bengal, India who was leading the team responsible for targeting and positioning the Monginis brand in Eastern India. DBPL was an associate company of Switz Foods Pvt Ltd (SFPL). SFPL had acquired the franchise of Monginis Food Products Limited (MFPL) in 1989 to manufacture and sell similar food products in eastern India, including the states of West Bengal, Bihar, and Odisha, as well as the northeast. It propelled Monginis to the top of the Eastern India bakery industry. Given the potential for significant market space as the product's shelf-life increased, Winkies could become a significant player if positioning was done correctly. Ghosh realized that in order to establish Winkies as a national brand and establish an identity in the highly competitive market of high shelf-life products, DBPL needed to properly position the Winkies brand. As a result, Ghosh spoke to a childhood friend who was an independent brand consultant and knew 'Believe', an Australian brand consulting firm. Ghosh asked them to prepare the pitch for positioning Winkies. After studying the Indian bakery market amidst fierce competition in the long shelf-life product category from ITC, Britannia, Parle, Elite, and local bakeries, Believe came up with six routes to position Winkies namely, Route 1 - European Baking Expert, Route 2 – European Style, Route 2 – Sub-route: Café Style, Route 3 – Traditional Patisserie, Route 4- Revealing Indulgence, Route 5– On Show! and, Route 6 – New Wave Patisserie. These routes were to be evaluated on various parameters like Product Quality and Variety, Affordable Indulgence, Distribution Network, Sense of belonging and trust, Youthful and Energetic Image, Health-Conscious Options, Celebration and Occasion-Focused and, Customer Engagement and Interaction to aptly position Winkies in the minds of consumers. Ghosh recognised that one of the most important decisions they needed to make in terms of establishing a strong presence in the minds of consumers and capturing market share from competitors was to choose the right positioning.