Home >> Marketing >> Article

Innovation is the only way to stay ahead of the competition, CEO, iD Fresh Food

11-June-2018
Font Size   16
Innovation is the only way to stay ahead of the competition, CEO, iD Fresh Food

Started in 2006, as a little establishment in the bustling streets of Bangalore, iD Fresh Food has come a long way and set several milestones along the way. What started as a 1 city, 1 product, 4 employee company, is a 1000 crore business now with 12 SKUs and its footprint in 16 cities (national & international), with 1500 plus employees and presence across 18000 plus stores.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

“The journey has been enthralling. iD has come a long way over the last 13 years. When we started the journey, little did we know that iD would be a trusted household name and would be serving millions of people healthy food every day,” said PC Musthafa.

On Challenges iD Fresh faced in the initial days:

One issue we still face is the general perception about packed food items. It’s perceived to be unhealthy and full of preservatives and chemicals. It is a mammoth task to persuade customers and get them to believe that our products are natural, fresh and free of any additives or chemicals.

Another issue which we faced was establishing a well-knit distribution system. After running through many business ideas on distribution, the founders of iD decided to create an internal distribution and supply chain team rather than appointing a third party. This way we have a cohesive and seamless distribution network in the cities we operate in.

“ iD's DNA is made of the following- product, people, branding & packaging, technology and distribution. Having the right product at the right time, at the right place and hiring the right kind of people has helped iD grow as a brand,” said Musthafa.

Dealing with competition:

iD is known for its disruptive marketing strategies. May it be product innovation like iD-Squeeze-and-Fry Vada Batter or larger than life campaigns like iD Trust Shop. Innovation is the only way to stay ahead of competition

Marketing and Advertising strategies followed:

“At iD we’ve a 360 degree marketing strategy which includes ATL, BTL, PR, Digital etc. We apportion the budgets across various marketing mix to ensure brand visibility and ROI,” said Musthafa.

On the biggest marketing plan for iD Fresh as a brand:

There have been quite a few marketing campaigns which have garnered great response like the Trust Shop, Mother’s Day, Independence Day campaign etc.
We’ve just launched another campaign called ‘Meet Your Neighbor’ which attempts at bringing world closer, starting with neighbors. iD would be the catalyst in bridging the gap between neighbors and creating new friendships.
Meet Your Neighbour.

MYN is an initiative by iD Fresh Food to bring communities together over a nice, home-made meal. The idea is about making neighbors less strangely and more neighborly. The project aims to erase walls between neighbors, open doors and hearts to create new friendships over a home-cooked meal.

This initiative of iD bridges the gap in the community we live in and there’s nothing better than a home-cooked meal and food being the treat.
iD Idly Dosa Batter packaging and Malabar Parota packaging would take up the theme of MYN initiative. The pack theme would be bridging divides and making friends happen over a meal. An interested consumer could reach out to us on www.iDMeetYourNeighbour.com and place an order which will be delivered to their doorstep.

On Game plan for 2018

Our key focus areas would be building state-of-art facilities and geographical expansion both in India & overseas.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space