Ramak Dairy New Mother Brand Positioning

Business Success Through Differentiated Brand Positioning

Year

2017

Key Deliverables

Market Research
Competitor Brand Analysis
Brand Positioning & Architecture

The Challenge

Create Brand Differentiation

The majority of businesses operating in the Iranian dairy market pursue a similar strategy when it comes to brand positioning. Little variation when it came to brand image, and a general lack of differentiation, lead to heavy price competition, and ultimately resulted in low profitability. Ramak, a leading Shiraz based dairy company in the south of Iran, was no exception. Their brand lacked distinct features in the minds’ of potential customers and consumers, meaning it was unable to become the preferred brand of consumers. Ramak’s challenge was to find the optimal brand positioning that would ensure the brand was able to contribute to driving sales and allow the company to achieve a price premium.

The Challenge

Create Brand Differentiation

Year

2017

Key Deliverables

Market Research
Competitor Brand Analysis
Brand Positioning & Architecture

The Work

Research Best Practices & Identify Unoccupied Opportunity Areas

Certius’ work with Ramak can be separated into three distinct phases. The first of these was market research led. Here we conducted qualitative studies to understand positioning areas that could have potential, whilst contrasting these to the current positioning of Ramak and its competitors. As part of our work, we also identified best practices when it came to brand positioning. This was based on our analysis of best in class dairy companies in advanced international dairy markets. The next step was to design a map of the brand positions of the current market players. We then used this to identify unoccupied opportunity areas. Using our findings as part of a workshop with Ramak’s top management and marketing departments, we worked together to generate a number of compelling brand positionings. Each of these positions was then assessed against a list of criteria, such as the potential to generate consumer preference, competitive differentiation compared to other brands, disruption potential, and ability to fit with the Ramak brand’s heritage. Finally, after identifying the most promising brand positions, Certius went and validated each of them, testing them with real consumers and scoring them based on how well they met the criteria for the new brand positioning.

The Impact

Position Ramak as a Leader in the Health-Food Market

The output of our work was a new brand positioning for the Ramak brand to strategically position the business and the brand as a leader in the health-food market. Building on this, Certius created a brand manifesto, defined the brand benefit and reasons to believe, and, with the input of top management, devised a multi-year brand building plan. We then further defined the strategic brand architecture of Ramak’s mother-brand and its sub-brands to increase the efficiency of brand marketing investment.

Mehdi Hejazi

Marketing and Sales Director, Ramak Dairy

“CERTIUS delivered the Ramak mother brand positioning project based on a proper understanding of the values, strategies, capabilities and organizational resources as well as the position of other brands in the market. CERTIUS helped us find the best possible brand positioning solution. For this they conducted several internal workshops with marketing and top management as well as very insightful international best practice research. They also advise us in conducting insightful research to Iranian consumers attitude. Selected brand positioning has helped us to concentrate, cooperate and work align together in the organization and we are happy with the result of this project”

Next Case Study

Establish a Robust Position in a Highly Profitable Market

Ramak, a Shiraz based dairy company, had identified the breakfast cheese market as being highly profitable in relation to other diary segments. As such, it was looking to expand its business in this category. Ramak’s objective was to establish themselves as a key market player by carving out a strong and viable position in the market; servicing yet unmet consumer needs; and creating new market segments.