Brand Led Growth project

SECTION 1

Step 1

What is your product really in the business for?
- Celebrations & happiness
What problems does your product solve?
- Modern packaging with innovative twist to the generationally loved mithais
What are some customer benefits?
- Established trust because of expertise and years of experience in making of traditional sweets
How is your user currently solving this problem?
- Either having mithais or having desserts, choosing between one (Ice creams and cakes with mithais are the only innovations but which are clearly not enough)

Step 2

- Operating in an existing category with high competition. (Pull product)

But how we are differentiated is that we have the generational wisdom and practice of perfecting the sweet along with the awareness and knowledge to tackle the modern needs with changing times and customer preferences.
So essentially, we bring modern elements of customer wants without compromising the real essence of the mithais we have all grown up loving and enjoying during every occasion from festivals to birthdays to graduating with flying colors to weddings.

Step 3

ICP 1
Age - Between 35 to 60
Gender - Female/Male
Location - Mumbai, Pune & surrounding pin codes
Income range (per month) - 1lakh to 3lakh (family income)
Time on hand - High
Technology Awareness - Low
Social media applications used - YouTube, Facebook & Instagram
Sources of ordering food essentials - Dmart & physical stores (high end)
Sources of ordering food luxuries - Physical
Who do they follow - YouTube chefs and tv serial stars

What do they watch/read/listen - YouTube chefs and tv serials

ICP 2
Age - Between 25 to 40
Gender - Female/Male
Location - Mumbai, Pune & surrounding pin codes
Income range (per month) - 50k to 1.5lakh
Time on hand - Low
Technology Awareness - High
Social media applications used - Instagram
Sources of ordering food essentials - Blinkit, Zepto, Swiggy, Zomato, Amazon fresh
Sources of ordering food luxuries - Physical & D2C websites
Who do they follow - Influencers & celebrities
What do they watch/read/listen - Netflix, Hotstar, YouTube

Step 4

For (anyone and everyone from raj to rahul, sita to geeta) whoever (needs something meetha), The Sweet Blend is here, (a modern and innovative mithai brand) that (bridges gap between old mithaiwalas and modern dessert stores).

SECTION 2

Step 1

1. What are some category insights? What are the top problems the category is suffering from?
- No innovation and modern branding by the old mithaiwalas to change with time. New entrants are positioning as luxury and keeping products really expensive.
2. What are some top user problems?
- Going to the mithaiwalas to buy mithais. Ordinary packing of mithais. No quick delivery. New modern brands are not trustworthy with traditional mithais.
3. What are some user non-negotiables?
- Quality of the ingredients used in the mithai and the taste of the mithai.
4. What are some user negotiables?
- None, as it should be.
5. User aspirations
- Extremely fresh mithais made from best of ingredients available in various western and innovative twists in modern branded packaging delivered home quickly at the best prices.

Step 2

If category perception (is that old mithaiwalas have not changed and innovated with time) and the user feels (new mithaiwalas and dessert shops don't satisfy the old mithai's taste and quality). then The Sweet Blend will always prioritise (maintaining its mithai's taste and ingredients quality while providing modern branding and innovative new products for its customers)

Step 3

I am (modern) but I am not (new)

Step 4

I am (health conscious) but not (bland & boring)

Step 5

I am (innovative & experimentative) but not (inexpert)

SECTION 3

Step 1 & 2

2. Social Media posts:

Instagram:
Theme to be followed to create sync when exploring brand (Lead conversion being the focus)
- Highlights to have fixed categories with constant updates
- Catalogues can be created of different varieties of product verticals
- New product launch should have 3 images posted together to show horizontally)
- New posts to have order of flow while posting:
1) Stories (Team members, Client testimonials, About tsb, Events, etc) - Build trust
2) Product Education (Production videos, Ingredients used, etc) - Teach to showcase expertise
3) Aesthetic (Packaging, Mithais, Ingredients, etc) - Visual appeal

YouTube:
Inactive here, should start using extensively.
Has started to become a search engine of sorts in various categories. Food recipes are high frequency searches, should be used to post shorts of "how to make mithais", "festive celebration" captioned, "client testimonials", "about tsb" stories, etc.

LinkedIn:
Inactive here, should start using with the intention to generate corporate gifting orders. Should be used to share success stories of corporate events, corporate gifting orders, about tsb, founders, etc.

WhatsApp API:
Inactive WRT to lead generation, only used for order fulfilment. WhatsApp to be looked as the long-term primary lead generator using the core/power users and their network effects during festivals, product launches and discounts. Product catalogues to be focused upon for peer-to-peer sharing.

Facebook:
Slowly Instagram is taking over all the eyeball share of facebook. Should start creating for Instagram (posts, stories & reels) and reshare the same here.

3. Landing pages:

Website's main landing page:

The flow of the landing page needs to be completely redone as belwo:-
(Set the hook) Address the problem: Love our traditional mithais but need some complimentary twist? Want to gift a mithai but mithaiwalas mithai boxes create a poor impression? New mithai/dessert brand looks impressive but lacks the loved taste of your favorite mithai?
(Rising points) Core value prop + Brand wedge as a statement: Want some brand which is modern but not new, innovative but not inexpert, health conscious but not bland & boring? We are here, we are tsb "For anyone and everyone from raj to rahul, sita to geeta whoever needs something meetha! A modern and innovative mithai brand that bridges gap between old mithaiwalas and modern dessert stores by combining 3 generations of our family's skills & values into a box of mithai for you.
(Aha Moment of discovery) Showcase and emphasize on data like, In the business since 40+years, Count of happy clients, Order count, Boxes delivered, Pincodes serviced, etc.
(Hammer more to build for trust) Client testimonials & Connect with our story
(Actionable) Products & Order process steps

About Us:

Needs to be redone visually with linking every value with stories for each.
Creativity - How we do it (detailed experimentation process of creating new innovative mithais)
Trust - Client testimonials
Quality - Production & Sourcing videos

Shop Mumbai:

Tagline to be added: "Paas ho isiliye thode zyada khaas ho" Don't just think about all your favorite mithais, buy now and have them almost now"

Healthy Mithai:

Tagline to be added: "Roz karna hai khaane ke baad muh karna meetha par hai doctor ne shabdon se haal hi mein peeta, yeh lo khao tsb ka special healthy meetha".

Gifting:

Contact Us:

Page needs to be removed and merged into About Us at the bottom. 3 small boxes for:
- for General Queries, email or call on this number
- for Personalised orders, call on this number
- for Tracking your order

Blog:

Needs to be completely redone and prioritised w.r.t digital marketing.
Series on: Gifting Ideas, How these mithais came into existence stories, How we do it (detailed experimentation process of creating new and innovative mithais), How are culture linked to their mithais, Which mithais are had on which occasions & why, etc.

4. Onboarding screens:
Screenshot 2024-05-15 141058.png
- Fill the white background with loads of closed mithai boxes and after every alphabet typed, keep opening those boxes displaying mithais waiting inside.
(- Reduce the number of questions to 3 by merging First name & Last name to Name)

Step 3

Colors
1 & 2.
Logo & Website Color -
Yellow representing the foundational priority - good quality & taste for celebrations full of happiness while bright & colorful packing associating the brand with innovation and change.

(Tones of Yellow in logo & as the primary color on the website invokes and represents emotions of warmth, positivity, happiness, clarity and joy. Plus, colorful packing in a lot of different bright colors depicts a sense of playfulness and innovation.)

Typography
Logo & Brand - Script Font to represent Creativity & Elegance (some bit of retro to establish 40years+ of experience)
Website Font(s) - Modern Font to represent Forward-thinking & Professionalism

(Logo content: Center - "tsb" - Script Font, Top - "The Sweet Blend" - Modern Font, Bottom - "Serving since 1976"- Modern Font)

Step 4

(Content's Tonality - Fun yet respectful)

1. ~~Privacy~~ Our quality policy -
Our grandfather and the father of this business always had one principle very clearly set and communicated with every working member in the company, from floor cleaners to my dad that quality is everything, never play with that even the slightest. It is all we are.
Since then, this has kept transpiring in all of us and as a result we ourselves go to the markets to buy the best quality ingredients every time, make sure of hygiene and cleanliness every day and think about how can we give better experience to our lovely customers every passing minute.
We are sure that we are if you are, and you are if quality and taste is.

We would love to host you in our factory sometime, if passing by our location please do stop by.
Till then, you can check out some of our facilities and the love with which we aim to serve you in the videos below.

2 & 9. Refund & Replacement of a defective/expired product policy -
This usually doesn't happen but we are so sorry this happened with you and now your moment is ruined and hence no point replacing the product because the moment is gone. We are so so sorry. What we will do is process refunds instantly to your purchase mode of payment. We know we cannot bring back the moment but because we feel really guilty about ruining your moment, we will add a free voucher to your account which you can use on your next purchase.
Also, for making a note for the management to check with our quality check/delivery partner team can you please just send me a photo on whatthehellisthis@tsb.com so that we can identify the problem area and solve for it to not ruin any more happy moments of our lovely customers like you.

3. Our spam policy -
We are fortunate enough to have loyal repeat customers (also fortunate enough to have a culture with so many occasions for celebration and festivals in our country 😜) and are usually always running all day to fulfill and maintain the right quality products along with constantly trying to innovate and serve you with new distinct mithais.
So we don't spam. All the communication we send is about our new offers and products for you to not miss them and maybe, I say maybee it can even lead to creating a reason to celebrate. (Life is short, we should all enjoy it)

4. Calling scripts of customer support executive -
Refund/Replace - Sorry this happened with you and now the moment is ruined and hence no point replacing the product because the moment is gone. I am so so sorry. But what I will do is process refunds instantly to your purchase mode of payment. I know I cannot bring back the moment but because I feel guilty, I will add a free voucher to your account which you can use on your next purchase.
Also, for showing it to my quality check/delivery partner team can you please just send me a photo on whatthehellisthis@tsb.com so that we can identify the problem area and solve for it to not ruin any more happy moments of our lovely customers like you.

Complaint - Sorry this happened with you/ you felt this way and now your moment is ruined. I am so so sorry. I cannot bring back the moment but I have raised this issues and we will surely take care of this in the future. But I do feel guilty and would love to add a free voucher to your account which you can use on your next purchase.

Suggestion - Thank you so much for your valuable time and insight, I am sharing this with the management right away to take considerable actions towards this as soon as possible.
App jaisa customers hai toh hum hai, please keep sharing your thoughts with us like this.
and thank you for being a part of the tsb family.

8. How do we prevent mis-selling of any products -
We kind of do try to promote mis-selling by real client testimonials, great packaging, new innovative experimental products, great value for money.
It's not like we are selling medicines or life altering insurance policies here,
Celebration hai, mithai hai, mood bhi thoda toh hoga hi, toh kha ke dekh lo (aur nahi bhaaye agli baar nayi mithai try karo aur abhi waali ke liye voh ek different taste wala neighbour toh sabka hota hi hai)