Client: Natural Ice Creams
Natural Ice Creams is one of the most prominent and well known ice cream brands, specialising in hand churned traditional ice creams. Having over 25 years of brand equity in the Indian market, Naturals enjoys a high level of brand awareness and brand loyalty amongst its consumers. However, newer formats in the dessert category and also local brands are posing as tough competition for the brand.
The project involved consumer research amongst the key target segments of Natural Ice Creams to identify lifespace, consumption habits, motivations and triggers associated with ice creams. A competitive scan was also done to reveal likely gaps in the market. The results were analysed and collated along with the corporate DNA of Natural Ice Creams to arrive at a brand positioning and identity platform.