Tang

Project Type: Group (Coursework)
Activities: Market Research, Target Audience Analysis, Mapping Customer Buying Journey, Building Brand Vision and Identity, Identifying Points of Change for the Brand, Campaign Ideation
Mentor: Sajith Narayan & Ketaki Rituraj
Timeline: January 2022 to May 2022

Process Map:

Background:

  • This project involved a semester-long role play wherein two groups were formed - one acting as an advertising agency and the other acting as a client. As the advertising agency, our job involved listening to the client's demands and then attempting to achieve their demands if found to be beneficial to their overall objective.

  • For this assignment, the client was Tang; a drink mix that forms a beverage when mixed with water. The drink is known to give consumers an energy boost due to the high sugar level within the powder and is perceived as a “summer” drink for children.

Problem Statement:

  • How can Tang be introduced as a drink that anyone can consume at any time?

  • How can consumers' perception of the brand be changed to accommodate a larger target audience which would eventually lead to greater sales?

Research & Insights

(Positioning Objectives)

Target Audience and Building Brand Vision and Identity:

Market research was conducted in primarily two modes; personal interviews and focus group discussions. The interviewees were drawn from various stakeholders including children, youth, parents and adults. This heterogeneous target group was selected with the aim of gaining perceptions about the brand from multiple perspectives. The following discoveries were made after market research:

  • Primary consumers range from the age group 9-13 years

  • The customers are primarily parents who buy the product for their children identifying it as a source of energy

  • Tang is seen as an energy booster

  • Potential media touchpoints – social media, television, print advertising

  • Tang is perceived to be a drink meant for children

  • Tang does not do aggressive marketing (in fact, consumers are unable to recall any advertising)

  • As people age, the consumption of Tang reduces. Memories of Tang pertain to a person’s childhood

  • Consumers do not actively buy Tang regularly but do not mind consuming it

  • Consumer introduction: “I am a growing child, a dedicated sportsperson or someone who plays sports for leisure. I do activities of high intensity which drains my energy and I consume Tang to replenish my energy.”

Brand Identity and Perception Through Primary Research:

The brand vision and identity were structured by answering the following questions using the data we had derived from primary and secondary research. All questions have been answered from the first-person perspective of the brand:

  • Why do people find me appealing? – I am sweet, energizing and attractive (in terms of colour)

  • What is my personality? – I am caring/family-oriented, fun and supportive

  • Whom do I appeal to? – I appeal to parents who are looking to provide their children with a healthier and quicker source of energy that the children will require as compared to any aerated drink. In addition, I appeal to children who need energy due to exhaustion caused by physical exertion or heat.

  • What is my relationship with the customers and consumers? – I am a tool or source with which they can:

    • Continue to engage in physical activity

    • Refresh themselves with renewed energy

  • Why am I different? – I am easy to prepare and consume, I can satisfy different preferences of taste by adjusting the tang-to-water ratio and I am available everywhere.

  • How do I express myself? – I am there for my target audience when they need energy. I interact with them only at the point of need as a means of replenishment.

  • How do I need to change? – I need to expand my influence to an older age group called the “youth” and show them why they need me rather than resorting to aerated drinks, fresh fruit juice or other energy drinks. I need to be seen as someone they want to have with them rather than someone who needs to be with them in a time of need.

Customer Buying Journey:

Campaign Idea

Fun+1 (Tang as a companion for every instance of fun!):

(An advertisement created by Tang taken from the internet based on the previous perception that Tang had created for itself)

(An advertisement we created based on the change in perception that our client,Tang, wanted to create for itself)

Learnings: