Mentor Club project | Country Delight

Research Goal

• Are the users aware of the Brand Country Delight
• Where and how do users first encountered Country delight?
• How well the customers connect with the Brand Country Delight – why do they use it, why not any other alternative
• What value do they see in the Brand - what are the features/products which the customers value the most which make them loyal to the Brand

Questionnaire

1. Age
2. Gender
3. City
4. Household Income
5. Number of Family members
6. Who all are there in the family
7. Company/Job Title
8. Work Hours
9. Live in Society/Independent House
10. How their average weekday look like
11. How their average weekend look like
12. Top Monthly Spend
13. What apps do they have on their phone
14. Types of subscriptions they have
15. How comfortable are they trying new brands online
16. Where do they buy milk and groceries from
17. How often do they buy groceries
18. How comfortable they are buying groceries online
19. What are their current pain points
20. How comfortable are they trying new brands online
21. Key decision maker in grocery buying
22. What are the current pain points in milk plus grocery buying
23. Time vs money
24. What all quick commerce do they use for buying milk and groceries
25. Do they use Country Delight
26. How have they discovered country delight
27. What all do they buy from CD
28. AOV per order
29. For whom do they buy these products
30. Frequency of purchase - On demand/Subscription
31. Why do you prefer CD - what do you like
32. What values do they see in these products/brand
33. Are you a VIP member

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Step 2

Choosing a sub lever

I have chosen Brand as a sub lever under acquisition for acquiring new customers and increase the base of Country Delight from current monthly user of 5 million by say X%

The rationale behind choosing this sub lever is:

• The industry of milk and food products Country Delight is in, is assumed to be by default selling adulterated products only. Right from milk to staples or products like cashews, though the customers need and want them to be pure, makes every effort to get them from the right source to ensure purity and quality, it is still assumed that they will have chemicals and pesticides for achieving quick results and scale
• In this case, where the customer's need is to get the milk and staples pesticide free, this Brand Country Delight is trying to provide them exactly this. Now once there is enough awareness about the Brand and trust amongst the customers in the market, it will have the below objectives fulfilled:
• • it will increase the organic reach of Country Delight through word of mouth. Social proofing will be much higher.
  • Since this is a pull product and number of use cases is much higher, it will increase the organically acquired customer
  • The number of free users to subscribed will increase
  • Retention and LTV will also increase once the customer is experiencing delight everytime the products are delivered and quality is ensured
• Though the channels for acquiring customers could be anything, my reasoning is strong brand identity and recall will always help Country Delight get more organic traffic and customers

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Now lets understand the Product​

Country Delight is a D2C brand delivering fresh milk and other natural products to customers doorsteps directly from farm bypassing middle men. The brand focuses on bringing fresh products to the customers, sourcing its products from trusted partners and delivers minimally processed, quality tested essentials within just few hours of sourcing.

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Section I- Crafting Core value prop

Step-I

• India is a land rich of its agriculture and farm based products. The consumption for milk and groceries have been a major expense in each Indian household. Regardless of the demographics, everyone wants chemical and pesticide free consumption. Unfortunately, nothing we consume is free of chemicals and pesticides.
• In fast pace world of today which is filled with adulteration and impurity, Country Delight thought of solving this problem which is cause of a lot of health issues by providing the fresh, unadulterated milk and vegetables directly to the consumer.
• There is a milk testing kit available to check the purity of the milk provided, this further strengthens the trust among the customers about the what the Brand claims to be doing.
• Benefits that the customers get are
• • On time daily delivery of the daily items
  • Delivery at the convenience of their home
  • Purity of the products, especially milk is ensured
  • Since none of us wants to compromise with our health, especially with the kids and older ones, Country Delight is a brand which seems to care about the milk and staples being fed
• Current Alternatives for the customers
• • Getting Milk from milkman directly, which does not ensure purity
  • For groceries and vegetables, getting them directly from offline shops and vendors
  • On demand ordering from quick commerce like Instamart, Blinkit, Zepto etc
  • Buying from a company owned/company operated store like Mother Dairy/Amul/Safal
    

Job To Be Done

The Product here is a Pull product, it is a need.

Also, it is a new product in an existing category, so the JTBD it needs to solve for are creating Trust, Brand Awareness and Top of the Mind recall when it comes to buying milk and daily staples.

How it Differentiates from its competitors:

• Country Delight has identified the pain point of adulterated milk and other products being consumed by all its customer. They have beautifully amalgamated sourcing quality products, AI personalization, technology and quick commerce to provide the solution to this problem. They have done this by tying up with farmers and vendors, bringing the tested products to the customer in record time, that too at the convenience of their home. This make sure that the customers experience the CVP every single time, consistently.

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Core Value Prop

For the internet first customer who needs unadulterated milk and other daily need staples, on a subscription and on demand basis, Country Delight is a D2C Home Delivery Brand that provides chemical free, unadulterated products at their doorsteps with the convenience of their timings.

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If the category perception is that freshness and purity in milk and other daily staples are often compromised for convenience and scale and our users feel uneasy about the authenticity and safety of their food, especially adulteration and quality consistency, then Country Delight will solve for them by ensuring product quality every single time, providing transparency and direct farm-to-fam freshness at the convenience of their home, both daily and on Demand.

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Brand FootPrint

How Country Delight Looks

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The logo is a combination of morning rising sun with greenery shown. It also say "Live Better"

The Brand Logo Says "I am pure, fresh and I care for your health".

How Country Delight Speaks

The Brand Says "I am authentic, transparent but not cheap".

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How Country Delight Behaves

I am a Brand associated with a cause, but not controlling.

Though the brand highlights the importance of buying from a brand since, it never asks customers not to buy directly from the milkmen or vegetable vendors. It mentions that the we are a brand associated with farms and support farmers but never says we are the only one working with them.

The brand works on supporting the farmers and others removing middle men.

Brand Campaigns for driving organic app installs

• This visual shows naturally sourced milk with the sign of purity, which the brand stands for

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• Another campaign, showcasing how the products are sourced directly from farmers and farms and reach the urban homes without any adulteration. This is bridging the gap between rural farms and modern urban lifestyles

invideo AI - Turn ideas into videos - AI video creator

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• Sustainability and Ethical Sourcing
• • Ethically sourced products in eco friendly packaging helping reduce waste

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• Customer Testimonials highlighting the quality and purity of products

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Brand, in my opinion, can be a big growth lever for Country Delight. Since the Brand should not be relying on paid ads/influencer marketing forever, increasing brand awareness and making it a Brand with a purpose promoting sustainability should drive organic growth.

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