Go Cheese
Enjoy the Goodness of
100% Pure Cow's Milk
The Task:
For over 2 decades, the low-profile Parag Dairy with the Gowardhan brand had quietly positioned itself as a pure cow milk producer. (Of the total production of milk of India, about 53 per cent comes from buffaloes, as buffalo milk is commercially more viable for dairy farmers.)
Parag Dairy however believes in the superiority and qualitative health benefits of Cow’s milk and has developed a strong back-end of cow milk collection from farmers as well as its own state-of-the-art dairy farm.
With plans to set up one of Asia’s largest and technologically advanced processed Cheese plants, Parag Dairy commissioned Scion Brand Incubation to develop the brand identity, positioning and go-to-market strategy for its line of cheese.
The Approach:
Scion conducted focus groups and research studies in the key cheese consuming markets of India to define what the cheese brand could mean to existing consumers and what potential Consumers (primarily children aided by mothers) look for in cheese. Visits were made to households for an in-depth understanding of cheese consumption and its share of stomach, attitudes, habits and trends.
It was determined that cheese products like slices and wedges were clearly an on-the-go quick snack and endorsed by mothers as a healthy substitute to a glass of milk.
Four key brand elements were developed to define the GO brand – the goodness of 100% cow’s milk, fun of variety and flavour, enjoyment of activity, international quality and delivery.
The Roll-out:
The strategic roll-out of the GO brand included national television media, outdoor, retail sampling activity along with a PR campaign.
GO brand collaterals such as brochures, power-point and flyers were also created as aids and tools for sales and education.
Consumer Awareness – Demonstrations and tasting stations were established at point-of-sale. Consumers were encouraged to try the offerings and taste the difference. At the same time product feedback was obtained during the activities.
The TVC incorporating the brand elements of enjoyment of activity and the promise of 100% cow’s milk was created with hi-end animation graphics of the cow for memorable brand recall.
Cheese tasting sessions were conducted for the lifestyle, business, special interest and hospitality trade media.
The Results:
In the short time since the launch, GO Cheese brand has captured a 30% market share in the markets that it is present in, and quickly become a recognizable name associated with special cheese made from 100% cow’s milk.
With a growing base of well over 10,000 retail placements and acceptance in major restaurants and pizza chains GO cheese continues to explode in growth.
