Mapro Foods Private Limited one of the leading brands in the of Food & Beverage sector, was named as one of the world’s most effective rebrands in the 8th Annual Rebrand 100 Global Awards. Mapro is the only company from India bestowed with this honour. Rebrand 100 Global Awards is the first and most-respected global program of its kind and is ranked as the highest for excellence in brand repositioning.
The Mapro Foods rebranding exercise was conceptualized and designed by the “Changing Sky: Branding+Communications” team whose key challenge lay in revitalizing a ‘50-year-old’ brand into a modern, dynamic identity, while maintaining its established values. With the entry of multinational players like Unilever, Heinz and Nestle, Mapro needed to stay ahead of the competition by creating a strong brand presence and a unique and preferred customer experience. There was an urgent need to keep pace with the changing preferences of its target profile— the affluent urban Indian, with a strong sense of individuality and fun that comprise 5-10% of our overall population.
Mr. Mayur Vora, MD Mapro Foods Private Limited said, “We are elated to receive the Rebrand 100 Global award. Being one of the leading and well recognized food processing units in India, it has always been our topmost priority to offer the best to our consumers. We are proud that our endeavour to bring value products and services to our valued patrons across states has been recognised and honoured. It is indeed a pleasure to represent the only Indian company this year to be acknowledged by such an esteemed forum”.
In the makeover exercise, Changing Sky started with the articulation of the brand essence, ‘fresh, fruit, fun’. The brand identity and persona were made friendly with bright, fruit colors, making a strong visual impact. The product portfolio was categorized into user-centric sub-categories, and a consistent brand experience was extended across all customer and employee touch-points. The packaging technology was made contemporary by upgrading from paper labels to shrink sleeves, given that the product had a life even after purchase, and to support the envisioned growth of the company. The investment in gravure cylinders was optimized, and the large volumes to be printed to package 65 SKUs efficiently managed, significantly minimizing costs.
The result of this exercise was considerable and immediate. Mapro has grown 70%, significantly higher than market average of 20-30%. The sale of Dessert Toppings tripled almost instantly after the repackaging. Having raised their prices after the launch of the new packaging, Mapro has been able to maintain this higher pricing, even with a drop in the price of raw material, improving both their top and bottom lines.
“Many projects had big ideas expressed elegantly through all methods of engagement—language, visuals, sound, etc.” said Shashi Caan, Founding Principal, The Collective US and UK and 2012 juror. Each year, an international and multidisciplinary mix of industry experts convenes to jury this annual competition. They consider “before” and “after” representations of brand transformations with written summaries and supporting elements that showcase the case-study.
A small consulting firm or brand had as much opportunity to be selected as did global organizations with exponentially greater budgets since the name and size of the brand strategists are hidden from jurors during their review process. Emphasis was on executed strategy that made an emotional connection and met the stated objectives and needs of the identified target audience and prospects.
The 2012 winners represented over 28 countries and 34 industries. They ranged from One Foundation from Global Ethics Ltd, Pfizer, National Music Centre of Canada, Merck Millipore, and Cisco. In addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits, competing firms included Interbrand, SNK, Lippincott, Siegel+Gale, and Brandient.