Problem Statement
- Dough Adventures was founded by a doctor turned food entrepreneur- Manasi Kulkarni.
- It is a healthy ready-to-cook brand whose products are made from 100% natural ingredients and 0 artificial flavors and colors.
- Our main challenge was to come up with a differentiated positioning and pricing strategy for which understanding Product Market Fit was crucial.
Our Role
– We performed an extensive Product Market Fit exercise wherein we studied the following:
- Consumer Buying Behaviour
- Category Insights
- Competition Landscape
– We also understood their cost & margin structure
– Additionally, the brand wanted to approach E-commerce first and then general trade for which we also dissected their cost and margin structures.
Outcome
- We came up with the right pricing strategy & MRP for their products.
- With respect to the brand positioning strategy, we identified the white spaces to create differentiation on the shelf.