How can a Desi Chinese Brand outshine in a competitive market?
How can a Desi Chinese Brand outshine in a competitive market?
What is Ching's Secret?
Ching’s Secret is a Mumbai- based food brand, established in 1996 by Capital foods. In 1995, Mr. Ajay Gupta launched Capital Foods. Using his marketing experience, he scouted the food market to explore profitable niches and homed in on Ching’s Secret, a brand that would offer Chinese food ingredients. The Brand’s aim is to introduce the ‘Desi’ in Chinese Cuisine. They want to make food for the taste of India. Some of their products include- Ching’s Desi Chinese Masalas, Ching’s Schezwan Chutney, Instant Noodles and more.
Purpose of the Project
To dismantle and analyse the current brand strategy of Ching's Secret- including it's website, packaging, advertisements and more. Keeping this analysis as the base, designing a renewed, relevant and a better brand strategy for this Desi Chinese Brand, to widen it's target customer base.
Project Type: College project
Ching’s Secret is a Mumbai- based food brand, established in 1996 by Capital foods. In 1995, Mr. Ajay Gupta launched Capital Foods. Using his marketing experience, he scouted the food market to explore profitable niches and homed in on Ching’s Secret, a brand that would offer Chinese food ingredients. The Brand’s aim is to introduce the ‘Desi’ in Chinese Cuisine. They want to make food for the taste of India. Some of their products include- Ching’s Desi Chinese Masalas, Ching’s Schezwan Chutney, Instant Noodles and more.
Purpose of the Project
To dismantle and analyse the current brand strategy of Ching's Secret- including it's website, packaging, advertisements and more. Keeping this analysis as the base, designing a renewed, relevant and a better brand strategy for this Desi Chinese Brand, to widen it's target customer base.
Project Type: College project
Ching’s Secret is a Mumbai- based food brand, established in 1996 by Capital foods. In 1995, Mr. Ajay Gupta launched Capital Foods. Using his marketing experience, he scouted the food market to explore profitable niches and homed in on Ching’s Secret, a brand that would offer Chinese food ingredients. The Brand’s aim is to introduce the ‘Desi’ in Chinese Cuisine. They want to make food for the taste of India. Some of their products include- Ching’s Desi Chinese Masalas, Ching’s Schezwan Chutney, Instant Noodles and more.
Purpose of the Project
To dismantle and analyse the current brand strategy of Ching's Secret- including it's website, packaging, advertisements and more. Keeping this analysis as the base, designing a renewed, relevant and a better brand strategy for this Desi Chinese Brand, to widen it's target customer base.
Project Type: College project
"A brand has seven seconds to make an impression." I asked people what is their first impression of this brand by just looking at some pictures of it…
This is what they said…
"Active, Spicy, Hiyaaaa"
"Eccentric, Macho"
"fiery"
"Can't get worse than Ranveer Singh"
"lavourful indochinese food"
"fire"
"Jhatak"
"Loud, Spicy, Drama"
"Active, Spicy, Hiyaaaa"
"Eccentric, Macho"
"Can't get worse than Ranveer Singh"
"fiery"
"fire"
"Jhatak"
"Loud, Spicy, Drama"
"spicy"
"Loud, spicy, drama"
"Spicy flavours"
"whack"
"flavourful indochinese food"
"Looks local, cheap, for the masses, young, ambitious but trying hard"
"Spicy/ robotic? Futuristic/ clean"
"eccentric"
"Looks local, cheap, for the masses, young, ambitious but trying hard"
"Cheap, spicy, yummy"
"eccentric"
"Spicy/ robotic? Futuristic/ clean"
"Eccentric noodles brand that uses classic humour and has a bold personality"
"Quirky"
"Eccentric noodles brand that uses classic humour and has a bold personality"
Is the brand able to create a buzz? Sure.
Are all impressions positive? Not quite.
Will impressions affect it's sale? It will.
Mission and Vision
To give customers the taste of Chinese food with an Indian twist. To suffice the Indian taste buds with something delicious and affordable and instant. To eventually become India's number one Desi Chinese food brand that can make desi hearts beat faster.
Target Audience
Indians
Middle class audiences
Brand Personality
what does the brand want customers to think of itself?
Brand Personality
what does the brand want customers to think of itself?
COMBO PACKAGES
Creating a combo pack of a plain noodles, a pack of masala and a pack of chutney will bring together 3 categories of their products, making sure all these are promoted. It will also allow the customers to make their own food with the ingredients given, while still retaining the ‘easy to make’ aspect of it.
How will this help?
Promotion of products that are not well known. Curating products that go well together to increase sales of each.
Bold and Spicy
intense and spicy flavors, making them perfect for thrill-seekers and food lovers who enjoy strong flavors.
Bold and Spicy
intense and spicy flavors, making them perfect for thrill-seekers and food lovers who enjoy strong flavors.
Desi & Street-Style Cool
Embraces Desi Chinese—a fusion of Chinese-inspired flavors tailored for the Indian palate.
Desi & Street-Style Cool
Embraces Desi Chinese- a fusion of Chinese-inspired flavors tailored for the Indian palate.
Innovative & Trendy
Continuously Introduce new and trendy products like Schezwan Chutney, Hot Garlic Noodles, and Desi Chinese Masalas.
Innovative & Trendy
Continuously Introduce new and trendy products like Schezwan Chutney, Hot Garlic Noodles, and Masalas.
Visual Analysis
SWOT Analysis
Competitors
Need Gap
The Desi and innovative personality of the brand is unable to reach the audience. The target audience are unaware of their diverse product range.
The Desi and innovative personality of the brand is unable to reach the audience. The target audience are unaware of their diverse product range.
They believe that all Ching’s products are extremely spicy and not for people who have a low spice tolerance.
They believe that all Ching’s products are extremely spicy and not for people who have a low spice tolerance.
The Bollywood aesthetic and the astronaut advertisement makes them question whether the brand can be trusted.
Excessive focus on Celebrity endorsement takes away from the brand personality.
The Bollywood aesthetic and the astronaut advertisement makes them question whether the brand can be trusted.
Excessive focus on Celebrity endorsement takes away from the brand personality.
Market Positioning
How can the brand be brought to a position it wants to be in the market?
Marketing Strategy
CHING'S
MASCOT
CHING'S
MASCOT
Introducing an Indian and fun mascot for the brand. Customers love the taste of Indo-Chinese cuisines sold by the street vendors. Making that street vendor as the mascot of the brand will help the audience connect with the brand. It will give a new look to the brand.
How will this help?
To replace Ranveer Singh on the packaging with a more relatable and true to the brand mascot.
CHING'S MASCOT
Introducing an Indian and fun mascot for the brand. Customers love the taste of Indo-Chinese cuisines sold by the street vendors. Making that street vendor as the mascot of the brand will help the audience connect with the brand. It will give a new look to the brand.
How will this help?
To replace Ranveer Singh on the packaging with a more relatable and true to the brand mascot.
WHAT'S YOUR CHING'S SECRET- CAMPAIGN
A campaign with the tagline “Pardesi hai, par, Desi hai.” In this campaign, the audience will get to share any of their personal food- related stories that attach them to their country, that makes them a true desi. Could be a cuisine that they tasted for the first time, or of a childhood memory of food carts.
How will this help?
Since customer involvement with the brand was lacking, this campaign will be a great platform for one to connect with the brand.
DESI CHINESE STALLS
Since the aim of the brand is to recreate the Indo-Chinese cuisine sold by street vendors, why not Ching's have it's own street stall as part of a short campaign. Stalls can be set up in front of colleges and offices, selling variety of options made using Ching's products.
How will this help?
A way to introduce customers to their new and diverse products, While also establishing that the brand is for everyone.
WHAT'S YOUR CHING'S
SECRET- CAMPAIGN
WHAT'S YOUR CHING'S
SECRET- CAMPAIGN
A campaign with the tagline “Pardesi hai, par, Desi hai.” In this campaign, the audience will get to share any of their personal food- related stories that attach them to their country, that makes them a true desi. Could be a cuisine that they tasted for the first time, or of a childhood memory of food carts.
How will this help?
Since customer involvement with the brand was lacking, this campaign will be a great platform for one to connect with the brand.
DESI CHINESE STALLS
DESI CHINESE STALLS
Since the aim of the brand is to recreate the Indo-Chinese cuisine sold by street vendors, why not Ching's have it's own street stall as part of a short campaign. Stalls can be set up in front of colleges and offices, selling variety of options made using Ching's products.
How will this help?
A way to introduce customers to their new and diverse products, While also establishing that the brand is for everyone.
Product Strategy
COMBO
PACKAGES
COMBO
PACKAGES
Creating a combo pack of a plain noodles, a pack of masala and a pack of chutney will bring together 3 categories of their products, making sure all these are promoted. It will also allow the customers to make their own food with the ingredients given, while still retaining the ‘easy to make’ aspect of it.
How will this help?
Promotion of products that are not well known. Curating products that go well together to increase sales of each.
THANK YOU!
THANK YOU!
CHING'S SECRET
Brand Strategy