Women’s role within families have positioned them as promoters of overall family health. Consumer research on existing customers of the brand revealed an interesting insight. Time was generally a constraint in most modern nuclear families; mothers struggled to get healthy meal on the table. Fast. Unlike traditional mothers, modern mothers are conscious of their own self health as well.
EKO Yogurt connected with Mothers well. They saw value in most of the attributes— Homemade, Healthy, Delicious, Fast, Convenient and hassle free, Economical. For everyone in the family. And for their own self. And it can be had anytime of the day. And night.
For us the target segment became the mothers. Mother’s own health is generally packaged with health of the whole family. We targeted mother’s health as the focal point of communication and, an entry point for a dialogue laddering down to the whole family. A full communication package was developed and presented to the retailers along with samples.