Id fresh foods

Detailed Brand study on iD fresh foods

1. DONE BY GROUP NO:- 05 MEMBERS JERIN B MONACHAN ABIN CHANDRAN ROY PAUL KHADHEEJA SHARAFUDHEEN YADHU KRISHNAN U AKHIL R

2. About id Founded in 2005 started out with one small store. Now- serve homes across the country, Middle East and the US. Motto - Always been to serve fresh and home-made food to everyone. Started selling Idly and Dosa batter in Thippasandra market in Bangalore have now grown ten folds.. VC firm like Helion Ventures decided to invest Rs.35 crore in the this Food startup called – ID FRESH FOODS

3. Man behind iD P C MUSTHAFA (CEO of ‘ iD Fresh Food’) From an School dropout to an IIM graduate. Mustafa focus always has been the backbone of id. P C Mustafa- son of a daily wager - grew up in Chennalode -a remote village in Wayanad district. Mustafa is listed by Forbes India as "Tycoons of Tomorrow"

4. Product Mix of id NATURAL ORGANIC IDILI & DOSA BATTER MALABAR PAROTA NATURAL PANEER RAGI IDILI & DOSA BATTER RICE RAVA IDILI BATTER WHOLE WHEAT PAROTA WHOLE WHEAT CHAPATHI WHOLE WHEAT & DOSA BATTER FILTER COFEE DECOCTION VADA BATTER ORGANIC IDILI & DOSA BATTER ORGANIC MALABAR PAROTA ORGANIC RAGI IDILI & DOSA BATTER ORGANIC WHEAT PAROTA ORGANIC RICE RAVA IDILI BATTER

5. STRUCTURE OF THE COMPANY SHAMSUDHEEN T K (DIRECTOR) JAFAR T K (DIRECTOR) NOUSHAD T A (DIRECTOR ) P C MUSTHAFA (CEO OF THE COMPANY) Oversees production operations ABDUL NAZAR (DIRECTOR) Oversees product development Sales & Distribution Human resource management

6. PLC of id Introduction Mustafa - started the business with his cousins In 2008-the cousins rented a 50-square-feet kitchen and a grinder. The batter was delivered on a scooter. STRATEGY- 100 per cent natural. No use chemicals or preservatives Growth By 2010-the company sold 2,000 kg batter a day. Annual revenue - Rs 4 crore . 2014/15- Id sells 40,000 chapatis , 2 Lakh parotas and 2,000 packets in a day. ( Parotas accounted for 40 per cent of ID's Rs 62-crore revenue) Maturity iD today sells in eight cities - Bangalore, Mysore, Mangalore, Chennai, Mumbai, Hyderabad, Pune and Sharjah . ID now employs 650 people, touching more than 10,000 stores a day. Serves 1 million idili /day

7. PRODUCT LEVELS Ready to cook & Ready to eat Good taste with proper nutrition levels and good health Proper and good packaging

8. PERCEPTUAL MAPPING HIGH PRICE H I G H F R E S H N E S S L O W F R E S H N E S S LOW PRICE ASAL iD CHEF’S CHOICE HALLI MANE

9. PERCEPTUAL MAPPING HIGHLY ORGANIC G O O D P A C K I N G B A D P A C K I N G LESS ORGANIC ASAL iD CHEF’S CHOICE HALLI MANE

10. BRAND ARCHITECTURE Vada batter Idly & Dosa Batter Filter Coffee Decotion

11. Advertisement & Communication Mainly - Advertisement on Youtube Campaign – Few marketing campaigns which have garnered great response like the Trust Shop, Mother’s Day, Independence Day campaign etc. Launched another campaign called ‘Meet Your Neighbor ’ which attempts at bringing world closer, starting with neighbors . iD would be the catalyst in bridging the gap between neighbors and creating new friendships. Mustafa - strongly believed that if the product was packaged right, and customers were serviced properly, half the marketing was done.

12. Advertisement & Communication iD used a 360-degree branding and marketing approach through various communications like Above the line advertising (ATL), Below the line advertising (BTL), digital marketing, social media marketing and building public relation. ATL - IRA-International Journal of Management & Social Sciences 26, gantry advertising, attractive digital screen display at airport and metro stations, television advertising, especially in regional channels, newspaper advertisement, radio advertisement BTL- promotion, iD used displays and hoarding at the point of sale, in a retail store, and YouTube viral. id - took special care for creating public relation by attending press interviews, tv releases, trade shows, conferences, talk shows etc.

13. BRAND EXTENSION Till now no brand extension of iD has happened.. iD still focuses on developing products from the same category, ie ; Fresh Foods.

14. Add Contents Add Contents Add Contents Add Contents BRAND ELEMENTS BRAND NAME :- . iD named after Idly and Dosa , started in Bengaluru , in 2006 as a niche to cater the need for readymade Dosa Idli batter with no big competitors and captured the RTC food market by producing preservative-free quality batter customized to local taste and palate. TAGLINE:- “IT’S FOOD,ONLY FOOD” PACKAGING:- The preparation of iD food products followed the ultra-hygienic process in HACCP (Hazard analysis critical control point) compliant factories. After introducing the “ Vada Batter” in handy pouches in 2018, the company filed a patent for its innovative packaging. The product was a great hit in the market and it helped iD to penetrate more. In the health food segment, iD also introduced “ Ragi Batter” and batter made of Oats and other millets, iD had introduced a “transformed pouch” pack for dosa , idly batter with the boat-shaped bottom, which would work as a tub for storage for left out content.

15. Add Contents Add Contents Add Contents Add Contents BRAND ELEMENTS BRAND PURPOSE - READY TO COOK FOOD. BRAND IDENTITY- PACKING BRAND PROMISE – PURELY ORGANIC BRAND PERSONALITY – SINCERITY & COMPETENT

16. BRAND POSITIONING Postitioning on premium customers, products of iD were slightly high priced than the available competitors’ products. Consistent quality of products, no compromisation on that end. iD encouraged the non-cash payment mode and offered some Paytm cashback offers. It also offered various value packs like combo pack, family pack etc. to cater to the needs of customers. iD even experimented with disruptive marketing activities like “Trust shop” at limited places where the products were sold through vending machines. Customers had the option of taking it free and pay back if satisfied. The very recent ad campaign launched by iD was “MYN-Meet your Neighbour” which was all about bringing communities together by inviting neighbours to join a home-cooked meal. USP (unique selling proposition) of iD fresh food - its authentic recipe, using high quality freshest ingredients and added no chemicals.

17. THANK YOU