The Objective

The non-alcoholic beverage space has been witnessing quite a bit of action in India owing to raising health awareness, evolving palettes, rising incomes, and global exposure. The client wanted to map the category, sub-categories within it and the key players to arrive at white spaces, and possible opportunities to enter the market.

The Strategy Unfolded

The approach to innovation of such a kind had multiple pillars and modules that finally led to the discovery of the right space for the client to launch its product.

Mapping out the entire non-alcoholic beverage space by deciphering the definers of various sub-categories, the need state fulfilled by these subcategories, the imagery and symbolism associated with each, and the occasions and moments different kinds of beverages played in, formed the framework of this work. Understanding the sensorial signatures of different beverages provided with the signs and codes and their implied meaning that construct the category in people’s minds.

The Impact

We were able to lay down possible potential spaces for the client to launch their new non-alcoholic beverage. Possible need-states and the corresponding physiological and emotive benefits and what would the drink compete against were defined sharply.