If the competition is fierce
Develop an USP
USP is what stands your brand apart. The plethora of noodles brand in the market and their “me too” communication strategy had made customer truly reluctant to the noodles-communication. On trying to find an USP for Preeti, which then was in “buy 2-get 1 free” category, we found that it was actually offering 30 grams more for the price. The communication “30 gram more” was immediately picked by the TG and helped Preeti gain a fair amount of market share.
Get out of the competition
When the market zigs, you zag. Preeti zagged. When the competitors where fighting the communication battle of “extra protein and vitamin”, Preeti communicated simply, “when hungry – have Preeti” backed by its USP “30 grams more”. This communication lifted noodles customers out from the cluttered communication of “protein and vitamin” and helped them make an easy decision- Preeti. Actually, who’s interested in Protein and Calcium when consuming noodles!