PowerPoint Slideshow about 'Roti campaign' - monet
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Our largest brand in India – Chocos – was growing only 19% by mid 2012. This was happening because of very high lapsage, which was not allowing the consumer base to grow, despite high awareness and trial rates. Research revealed that lapsage was being driven by the fact that mothers were not going back to the brand often enough – because they were not convinced about its nutrititive goodness. They were not even aware that Chocos is made from wheat
Project Avant Garde had shown that while many brands and products communicate nutrition credentials in scientific terms – breaking up food into vitamins, minerals, etc., this may not always work with the Indian homemaker, since she evaluates the goodness of food using tried & tested traditional benchmarks