Geeta's

The Challenge

Geeta’s, a brand well known for its authentic recipes, aspires to bring the real flavour of India to all snacks and meal occasions and break free from being a chutney-led brand.

Unlike other international cuisines, Indian food in the UK has a long tradition. It’s still the nation’s favourite after Italian, and yet we are reluctant as consumers to embrace the wide variety of flavours, dishes, cooking and eating styles that Indian has to offer.

Our challenge was to help Geeta’s identify what consumers are looking for and how they should position the brand to leverage their success to date and help them achieve their goals.

The Solution

We began by reviewing the market – the key competitive players and the major consumer trends. We also looked at the history of the Geeta’s brand, how and where it has had its greatest successes, its brand diagnostics (awareness, consideration and purchase) and the attributes it’s most associated with.

By understanding how the brand is seen by its target audiences and understanding the levers we can pull to win with that audience, we shaped the strategic framework to articulate the desired brand positioning, and the proposition across the marketing 4Ps.

Geeta’s had already been working with a creative agency on some tactical execution. By articulating the brand positioning, we have given the agency more direction as to how they imbue the marketing activities with the right messages and shaped the tactical execution plan.

We’ve worked with Geeta’s for over a year, which has allowed us to go through the full cycle of diagnosis, strategy, and tactical implementation.

The Impact

Geeta’s experienced its best trading year ever, and sales were up nearly 68% on prior year. The sales team have been proactive in securing wider and deeper distribution for its key performing product lines and buyers have been confident in listing the Geeta's brand.

Brand awareness has increased as well as bottom-of-the-funnel conversion. We have also improved consumer awareness of the key brand attributes that we want to leverage. More of the target audience now see Geeta’s as an authentic brand which, in turn, has increased the proportion of them seeing it as a brand that’s worth paying more for.

By demonstrating the link between brand awareness and consideration, the management team at Geeta's has made a significant commitment to brand investment for the next financial year.

Kiran Patel, Geeta’s General Manager, says: “Since you've been working with the brand, we have a much better understanding of where we are positioned in the market and how we should be bringing the brand to life in our marketing activities. The management team now has the confidence to invest more in our marketing and product development plans to achieve the growth we want.”

Services Used

• Brand direction and positioning
• Audience sizing
• Marketing strategy and 4Ps framework (product, price, communications and creative, distribution) 
• Marketing creative briefing and activity planning
• Outsourced marketing team
  

“We have a much better understanding of where we are positioned in the market and how we should be bringing the brand to life in our marketing activities. The management team now has the confidence to invest more in our marketing and product development plans to achieve the growth we want”