🍩 Brand Led Growth project | Toffee Doodle

🍩

Brand Led Growth project | Toffee Doodle

Core Value Proposition: What are we really in the business of?

Toffee Doodle is India's 1st Ready-to-Eat Pudding brand. We shine in various sweet spots:

Packaged Indian Sweets: Think Rasgulla, Sonpapdi, straight from the shelf.
Chocolates: A post-meal delight or a snack for those sweet cravings.
Ice Cream: The perfect dessert to satisfy cravings anytime.

Our goal? To be your go-to sweet, savory, and gourmet snack for every occasion.

What problem does our product solve?

Industry Challenges ❌:

Additives: Many puddings have additives like BHA, Yellow 5, and Yellow 6, which can be harmful.
Unhealthy Fats: Instant puddings often contain trans and saturated fats, risking heart health.
Safety Risks: Spoiled mixes can have harmful bacteria, posing food-borne illness risks.
Cost and Competition: Fluctuating sugar and chocolate prices and fierce competition challenge profitability.

What Toffee Doodle Offers ✅:

Quality Ingredients: Additive-free for a safe, wholesome treat.
Safety Measures: Rigorous safety protocols ensure every pudding is contaminant-free.
Convenience and Taste: Ready-to-eat, delicious puddings that don’t compromise on quality or health.

Customer Benefits 🌟

Pure Pleasure: Indulge in rich, creamy puddings with no unhealthy fats. Every spoonful is pure bliss.
Peace of Mind: Our stringent safety measures ensure worry-free indulgence.
Convenient Delight: Dive into deliciousness anytime, anywhere—perfect for busy lives.
Wholesome Enjoyment: Guilt-free treats crafted with your health in mind. Perfect for solo indulgence or sharing.

How are users currently solving this problem?

Ice Cream Industry 🍦:

Pros: Delicious dessert option.
Cons: High in sugar and fat, limited flavor options.

Local Sweets Shops 🏬:

Pros: Access to traditional sweets.
Cons: Variable hygiene, limited variety, resistance to healthier recipes.

Packed Mithai: 🍩

Pros: Convenient for gifting and consumption.
Cons: High sugar and saturated fats, limited freshness and variety.

Restaurant Desserts :

Pros: Luxurious dining experience.
Cons: Portion sizes and ingredients may not align with health goals, higher cost.

Chocolate 🍫:

Pros: Rich and indulgent.
Cons: High in sugar and calories, limited flavor options compared to puddings.

Cookies 🍪:

Pros: Convenient and portable.
Cons: High in sugar and refined carbs, lacking creamy texture and flavor variety of puddings.

Job to Be Done

As Toffee Doodle is a new product in an existing category, our market research revealed several gaps left by competitors: ⬇

Health-Conscious Ingredients	Issue: Competitors often use artificial additives, preservatives, and high sugar. Opportunity: There's a gap for a healthier, all-natural pudding option.
Shelf-Stability	Issue: Many puddings require refrigeration. Opportunity: A shelf-stable product would be more convenient.
Consistent Premium Quality	Issue: Competitors lack stringent quality controls. Opportunity: Room for products with guaranteed premium ingredients and consistent quality
Vegetarian and Dietary Preferences	Issue: Many puddings contain gelatin and eggs. Opportunity: Market for 100% vegetarian, egg-free, and gelatin-free options
Flavor Innovation	Issue: Market saturated with traditional flavors. Opportunity: Demand for innovative and international flavor profiles.

What We Will Be Optimizing:

Consumer Trust and Safety	Action: Ensure production processes meet the highest safety standards. Benefit: Provides peace of mind for consumers regarding product safety and hygiene.
Flavor Variety and Innovation	Action: Offer a range of international and unique flavors. Benefit: Cater to diverse tastes and preferences, unlike competitors with limited options.
Convenience and Accessibility	Action: Produce shelf-stable puddings. Benefit: No need for refrigeration, making our products more accessible and convenient.
Health-Conscious Choices	Action: Focus on natural ingredients without harmful additives. Benefit: Positions Toffee Doodle as the go-to choice for health-conscious consumers.

Major Jobs to Be Done:

Distinctiveness:
- Explanation: Set Toffee Doodle apart with unique flavors, health-conscious ingredients, and convenience.
Trust and Preference:
- Explanation: Build consumer trust through stringent safety standards and consistent premium quality, ensuring preference over competitors.

Ideal Customer Profile

	ICP 1	ICP 2	ICP 3
Age	22 - 28	28 - 35	35 - 45
Gender	All Inclusive	All Inclusive, predominantly male	All Inclusive
City	Goa, Tier 1 and 2, 3	Goa, Tier 1 and 2	Tier 1 and 2
Lives With	Alone, Hostel, Family or Friends	Alone, Family	Family
Educational Level	Graduates, post graduates, college students	Graduates, post graduates	Graduates, post graduates, PhD
Professional Aspect	SDE I & II, Junior HR, Interns, Associates, Freelancers	Consultants, SDE III Lead, Product Managers, Lead HR	CXO, consultants, Head of Product
Income (Month)	25000 - 50000 INR	50000 INR - 80000 INR	80000+ INR
Socials	Snapchat, Instagram, Facebook, X ( Twitter), YouTube (Mostly shortform content)	Instagram, LinkedIn, Facebook, YouTube, Snapchat ( shortform to moderate content)	Facebook, LinkedIn, YouTube
Most used apps	GPay, PhonePe, Zomato, Gaming Apps, Groww (Uber and Rapido T1 and 2)	CRED, GPay, Zheroda, News Apps, Games, Zomato, (Rapido, Uber, Blinkit, Zepto in T1 & 2)	PhonePe, CRED, Finance and News Apps (Bigbasket, Country Delight, Uber, Ola in T1)
Shopping Apps	Myntra, Brand Apps, TSS, Urbanic, Tira, Nykaa, Amazon, Flipkart	Myntra, Nykaa, Brand Apps, Amazon, Flipkart, Zara	Amazon, Flipkart, Myntra, CRED, Zara
Subscriptions	OTT, Mobile Games, spotify, Zomato Gold, Gym	LinkedIn Premium, OTTs, Amazon Prime (Focus on delivery), Finance and news, Gym, Spotify	Gym and workout, OTT, Amazon Prime ( Delivery), Youtube Premium ( Family)
Source of Entertainment	Social Media, OTT, Gaming, Hanging out	OTT, Meetups, Going out, gym, Social Media	Going out, gym, meetups, OTT, Social Media
Commute	Parents or Own Vehicle ( Ola Uber Rapido first in T1 and 2) 2000-3000 INR/Month	Own Vehicle, mostly 2 wheeler and then 4, (Ola uber Rapido in T1 and 2), 3000-4000 INR/Month	Own Vehicle, 2 and 4 wheeler, (Ola Uber Rapido in t1 and 2)
Trips and Travel	Once in 6 months	Once a month	Once a year
Goals	1. Functional Goal - Convenience, Hygiene Personal Goal - Try variety of high quality option in market conveniently. satisfy the craving with a quick snack Social Goal - Bragging about something new they tried, following trends catering to FoMo Financial Goal - To have a cost effective sweet or dessert, which is not too sweet for their palate and also worth the money	1. Functional Goal - Quality, Hygiene, Convenience Personal Goal - Try variety of high quality option in market conveniently keeping healthy options a priority. Satisfy a craving with a quick snack or post meal sweet Social Goal - Bragging about how toffee doodle is integral part of their day to day snacking or sweets Financial Goal - To have a cost effective sweet or dessert, which is not too sweet for their palate and also worth the money	1. Functional Goal - Quality, Hygiene, Convenience Personal Goal - buy their comfort food and avoid experimenting due to goals like healthy body Social Goal - Bragging about how their older days were good where everything was home made but trying new things is always good. Financial Goal - To have a cost effective sweet or dessert, which will be an integral part of experience and guest experience \|

Core Value Prop

For health-conscious dessert lovers who seek a delicious and convenient treat without compromising on quality and health, our Toffee Doodle puddings are ready-to-eat desserts that offer natural ingredients, shelf-stability, premium quality, and innovative flavors in sustainable packaging.

Finding the Brand Wedge

Toffee Doodle's brand wedge emerges from a landscape craving change. 🌟 In a world where traditional sweets often lack variety and compromise quality, our mission is clear: deliver diverse, high-quality, and consistent dessert experiences. We recognize the growing demand for healthier indulgences, the need for convenience in busy lifestyles, and the desire for desserts that promise reliability and excitement. 💫

Navigating through challenges, Toffee Doodle pioneers accessible indulgence. Despite the cost hurdles of healthier ingredients, we make wholesome treats affordable. We challenge the status quo by reimagining recipes, introducing fresh ideas, and proving that healthy doesn't mean sacrificing taste. Toffee Doodle is not just a brand; it's a movement—spreading awareness and empowering consumers to make informed, health-conscious choices. 🚀

Dreaming big, Toffee Doodle envisions a world where dessert time is synonymous with joy and satisfaction. With each pudding, we promise an escape into bliss—a moment where flavor reigns supreme, guilt is nonexistent, and convenience is king. Toffee Doodle isn't just redefining dessert; it's crafting a future where indulgence knows no compromise. 🌈

The WEDGE: "If the category perception is that traditional sweets lack variety and compromise on quality, and my user feels bored with limited choices and concerned about inconsistent quality, then my brand, Toffee Doodle, will always solve for delivering diverse, high-quality, and consistent dessert experiences. With our ready-to-eat and irresistibly tasty pudding range, we ensure that every spoonful brings joy and satisfaction, fulfilling our user's non-negotiable need for indulgence without compromise."

LOOK | SPEAK | BEHAVE

I am indulgent and classy, but I am not super fancy

Toffee Doodle's brand appearance strikes a balance between indulgence and sophistication. 🍮 It exudes a sense of class without being overly extravagant. Our packaging and visuals reflect a refined taste, inviting customers to indulge in a premium dessert experience, yet it remains approachable and relatable. We aim to appeal to discerning consumers who appreciate quality but aren't swayed by unnecessary opulence.

I am flavorful, but I am not artificial

When it comes to communication, Toffee Doodle speaks with flavor and authenticity. 🎙️ Our brand voice is rich and inviting, just like our puddings. We emphasize the natural goodness of our ingredients and the delightful taste sensations they create. We steer clear of artificiality, opting instead for genuine, heartfelt messaging that resonates with our audience. Toffee Doodle's words are as genuine as its flavors, inviting customers to savor each moment of indulgence.

am customer-focused and quality-driven, but I am not overly rigid

In terms of behavior, Toffee Doodle is customer-focused and quality-driven. 🛒 We prioritize the needs and preferences of our customers, ensuring that every interaction leaves them feeling valued and satisfied. Our commitment to quality is unwavering, but we're not rigid in our approach. We're open to feedback, innovation, and improvement, constantly seeking ways to elevate the dessert experience for our customers. Toffee Doodle strives to be a brand that's both reliable and adaptable, delivering excellence without compromise.

Applying the brand off and on the product

aside ✅ POSITIVES Color and theme looks very attractive, logo placement is decent aside aside ❓ NEGETIVES 1. Even before landing page is opened, coupon is code is given 2. This coupon code is same.png

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Improving the PDP

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Older PDP (1).png

Re-written copy for the brand

Discover the Indulgence of Brazil's Finest 🌟

Brigadeiro is a traditional Brazilian chocolate candy, first created in Rio de Janeiro in 1948. Our Brigadeiro pudding takes inspiration from this authentic, age-old recipe, bringing you a taste of Brazil with every spoonful.

Product Highlights

Shelf-Stable Convenience: No refrigeration needed during distribution and storage, with a shelf life of 6 months. 🌡️
Pure and Natural: No preservatives, chemicals, artificial colors, or sweeteners. Made with 100% milk, milk cream, and white butter. 🥛
100% Vegetarian: Free from eggs and gelatin, suitable for everyone. 🌱
Premium Quality: Manufactured as per ISO and HACCP standards with 10+ quality checks. Crafted using the best quality ingredients. ⭐
Reusable Packaging: Comes in sturdy, reusable barrier cups and lids, making it eco-friendly. ♻️
Artisanal Delight: Non-aerated or fluffed, ensuring a rich and creamy texture. 🍫

About Toffee Doodle

Toffee Doodle is India's first ready-to-eat pudding brand, bringing you simple, homemade-style milk puddings crafted with the finest ingredients. Just like mom would make at home. 🏠

Our Story 🌟

Founded in 2017 by Chef Viraj Hede and Sameera Bhat Hede, Toffee Doodle is a Goa-based startup with a passion for delivering artisanal quality gourmet puddings to your doorstep. We believe in providing absolute convenience without sacrificing quality, making our puddings the perfect pick-and-go dessert snack. 🍮

Small Batch, Big Love 💖

We manufacture in small batches and limited quantities to ensure every pudding is made with love and care. Order your Toffee Doodle puddings now and indulge in the perfect blend of taste and convenience. 🚚

Emails: Checkout flow break

Cart Abandonment Email

Subject: Don’t Leave Your Sweet Treats Behind! 🍮💛 Enjoy a Special Discount!

Hi [Customer's Name]! 🌟

We noticed you left some yummy Toffee Doodle puddings in your cart! Our delicious, ready-to-eat desserts are waiting to bring a smile to your face. 😊

Why You’ll Love Toffee Doodle:

Indulgent and Classy: A touch of elegance in every bite. ✨
Flavorful and Natural: Pure, authentic goodness. 🍫
Customer-Focused and Quality-Driven: Made with love, just for you. 💖

And guess what? Complete your purchase in the next 2 hours and enjoy 10% off your order! 🎉 Use code SWEET10 at checkout.

Ready to indulge? Click below to complete your purchase and enjoy the delightful taste of Toffee Doodle! 😋

[Complete Your Purchase]

Got questions or need help? We’re here for you! 🌈

Sweet regards,
The Toffee Doodle Team 🍮

Browse Abandonment Email

Subject: Found Something Sweet? Let’s Make It Yours! 🍮🌈 Special Offer Inside!

Hi [Customer's Name]! 👋

We saw you browsing our delicious Toffee Doodle puddings. Our indulgent, ready-to-eat desserts are perfect for satisfying your sweet tooth! 🍭

Here’s why Toffee Doodle is your new favorite:

Indulgent and Classy: Dessert that’s a little bit fancy. ✨
Flavorful and Natural: All-natural, all delicious. 🌿
Customer-Focused and Quality-Driven: Crafted with care for your delight. 💕

Ready to treat yourself? Explore our puddings and find your next favorite dessert! And for a limited time, enjoy free delivery on your first order. 🚚💨

[Explore Now]

If you need help or have any questions, we’re just a click away! 💌

Sweetly yours,
The Toffee Doodle Team 🍮

Privacy Policy 📜

Toffee Doodle is committed to protecting your privacy. This policy outlines how we collect, use, and safeguard your personal information.

Information We Collect:

Personal Information:
- Name, contact details, shipping address, payment information.
Usage Data:
- Browsing history, purchase history, interaction with our website, IP address, browser type, and operating system.

How We Use Your Information:

Order Processing:
- To process and fulfill your orders, manage payments, and provide you with updates on your order status.
Customer Support:
- To respond to your inquiries, manage complaints, and offer support.
Marketing:
- With your consent, to send you promotional offers, newsletters, and updates on new products or services.
Improvement of Services:
- To analyze data and improve our website, products, and services.

Security Measures:

Data Encryption:
- We use advanced encryption methods to protect your data during transmission.
Secure Storage:
- Your data is stored on secure servers with restricted access.
Access Control:
- Only authorized personnel have access to your personal information.

Sharing Information:

Third-Party Services:
- We may share data with trusted third-party service providers who assist us in operating our business, such as payment processors and delivery companies.
Legal Requirements:
- We may disclose your information if required by law or to protect our legal rights.

Your Rights:

Access:
- You can request a copy of the personal data we hold about you.
Correction:
- You can update or correct your personal information.
Deletion:
- You can request the deletion of your data, subject to certain conditions.

Cookies:

We use cookies to enhance your browsing experience and collect information about how you use our site. You can control cookie settings through your browser.

For any privacy-related queries or to exercise your rights, please contact us at support@toffeedoodle.com.

Refund Policy 💰

Toffee Doodle aims to ensure you are completely satisfied with your purchase. Our refund policy outlines the process for addressing any issues you may encounter.

Returns and Refunds:

Eligibility for Refunds:
- Damaged or Incorrect Orders: If you receive a damaged or incorrect product, please contact us within 24 hours of delivery. We will arrange for a replacement or a refund.
- Non-Returnable Items: Due to the perishable nature of our products, returns are not accepted once an order has been shipped.

Process:

Contact Us:
- Email us at support@toffeedoodle.com with the following information:
- - Your name and date of purchase.
  - The items you want to return or refund.
  - The reason for the return or refund (optional, but feedback helps us improve).
Evaluation:
- Our team will evaluate your request and, if approved, will guide you through the process.
Refunds:
- Refunds are processed within 3 days of approval. The time it takes for the refund to be credited back to your account depends on your bank’s processing time.

Shipping Policy 🚚

Toffee Doodle is committed to delivering your orders in a timely and safe manner. Our shipping policy details how we handle the delivery of our products.

Shipping Details:

Dispatch:
- Orders are dispatched within 24-48 hours of being placed.
Delivery Time:
- Delivery typically takes 1-3 working days, depending on your location.

Coverage:

We currently ship pan India.

Courier Partners:

We partner with reputable courier companies to ensure your orders are delivered safely.

Tracking:

You will receive tracking details via WhatsApp and SMS, including delivery estimates.

COVID-19 Impact:

Deliveries may be delayed due to pandemic-related disruptions. We appreciate your patience and understanding.

For any shipping queries, please contact us at support@toffeedoodle.com.

Spam Policy 📧

Toffee Doodle respects your inbox and is committed to preventing spam. This policy outlines our practices regarding email communication.

Email Communication:

Consent-Based:
- We send promotional emails only with your consent.
Frequency:
- We limit the frequency of promotional emails to avoid overwhelming your inbox.

Opt-Out:

You can unsubscribe from our emails at any time by clicking the unsubscribe link included in every email.

Compliance:

We adhere to all applicable anti-spam laws and regulations.

If you have any concerns regarding our email communication, please contact support@toffeedoodle.com.

Terms and Conditions 📜

Welcome to Toffee Doodle's website. By using our site, you agree to comply with and be bound by the following terms and conditions.

Website Use:

Content:
- All content on this site is provided "as is" without warranties of any kind. Use of the site is at your own risk.
Changes:
- We reserve the right to modify the website and these terms at any time without notice.

Products and Services:

Availability:
- Products and services may be available exclusively online and are subject to return or exchange only according to our Return Policy.
Accuracy:
- We strive to display product colors and images accurately but cannot guarantee that your monitor's display will be accurate.

Liability:

Toffee Doodle is not liable for any damages arising from the use of this site.

Intellectual Property:

Unauthorized use of this site may give rise to a claim for damages and/or be a criminal offense.

Links to Other Websites:

Links to other websites are provided for convenience and do not signify endorsement. We are not responsible for the content of linked sites.

Governing Law:

These terms are governed by the laws of India. Any disputes will be settled by binding arbitration in Goa.

For further details, contact us at support@toffeedoodle.com.

Contact Us:

For bulk orders, corporate gifting, distribution inquiries, or queries regarding your order, please email us at support@toffeedoodle.com or call us at +919511612997.

Support Timings:

Monday to Saturday from 11am - 8pm.

Entity Name:

Hede Foodworks Pvt. Ltd.
Shop No. G-5, Silver Arc Hsg Society, Dongor Vado, Fatorda Margao, Goa- 403602

Grievance Officer:

Name: Sameera Bhat
Email: sameera.bhat@toffeedoodle.com

Cross-Selling Strategies 🍮

Bundle Up Goodies:
- Delicious Combos: Tempt your taste buds with our exclusive dessert bundles. Mix and match different pudding flavors at a sweet discount. Perfect for trying something new alongside your favorites.
- Seasonal Treats: Celebrate with our limited-time bundles designed for special occasions. Think festive packs for Diwali or a refreshing summer special.
Smart Suggestions on Product Pages:
- You Might Also Like: While browsing our Brigadeiro pudding, how about trying our silky delight or Bulbul kulfi? Check out these yummy suggestions right on the product page.
- Personal Picks: Based on your browsing and purchase history, we’ll recommend puddings we think you’ll love.
Email Magic:
- Abandoned Cart Reminders: Forgot something in your cart? No worries! We’ll remind you and suggest a few more goodies you might enjoy.
- Post-Purchase Surprises: A thank-you email with tailored recommendations for your next treat based on what you loved last time.
Loyalty Perks:
- Earn and Enjoy: Join our loyalty program and earn points on every purchase. Redeem these for more delicious puddings.
- Exclusive First Dibs: Get early access to new flavors and special editions just for our loyal customers.
Customer Love and Reviews:
- Top Rated Faves: Highlight products with rave reviews from our customers. It’s always good to go with what others love.
- Share Your Moments: Encourage customers to share their pudding experiences and pairings on social media.
In-Store Temptations:
- Enticing Displays: Group complementary flavors together in our displays to make choosing easier.
- Free Tastings: Offer small samples of different puddings to give a taste of what’s next on the menu.

Avoiding Mis-Selling 🚫

Crystal Clear Descriptions:
- Honest Details: Give detailed info on each product, including ingredients, nutritional facts, and dietary info (like vegetarian, gelatin-free).
- Health Highlights: Emphasize the health benefits, like no artificial colors or preservatives.
Educate and Inform:
- Engaging Content: Use blogs, FAQs, and social media to share the benefits of our ingredients and what makes our puddings special.
- Knowledgeable Staff: Train customer service reps to be pudding experts who can answer any question.
Ethical Marketing:
- Straightforward Ads: Keep our advertising truthful without exaggerating health benefits.
- Consistent Messaging: Ensure all marketing materials reflect what we genuinely offer.
Feedback is Gold:
- Encourage Reviews: Ask for feedback to understand how we’re doing and where we can improve.
- Prompt Responses: Quickly address any customer concerns and offer solutions like refunds or replacements.
Top-Notch Quality:
- Strict Quality Checks: Maintain high standards to ensure our puddings are always top quality.
- Open Book: Be transparent about our production process and quality checks, sharing behind-the-scenes looks or certifications.