The document discusses the design of packaging for a new atta mix product called Wonder Mix. It analyzes the target consumer group of working women and their needs for convenience, health and reliability. It recommends a hybrid packaging solution of a partial carton with flexible pouch inside to provide structure and branding space while keeping costs lower than a full carton. The packaging aims to communicate the product's health, energy and quality benefits through graphics and differentiate it from competitors in the market.

1. Wonder Mix Atta Packaging Ruchi Soya Ltd. | Lokus Design Pvt Ltd, Pune

3. The Process Identify > Integrate > Innovate > Translate > Maximize

4. Identify > Integrate > Innovate > Translate > Maximize

7. Aspiration of a Mom / Housewife Wiz kids Super mom Successful husband Health for lifetime

11. Key buying (perceptional) decisions of the user Convenience Price Availability Reliability Factors for consideration 0 10 Thus, Healthy (+more) , convenience & reliability should be highlighted in graphics Healthy (+more)

13. Competition Local & Homemade products pose a great competition Middle segment product (price and positioning) is not addressed Only one large organized competitor: Saffola Local products are packed in flexibles and Saffola is packed in carton Cartonized product carries superior image and perceived as premium

14. Retail Issues Flexible packs are crumpled & distorted: Perception is low Branding gets distorted due to crumpled packs: Low shelf Impact Carton packs generates quick trigger for buying decision Carton pack perceived as premium and a better product

16. Competition Analysis Safola Atta mix Local brands of Soya , Nachni, Flour (chana, sago) Pack Type Carton pack Polythene pack Look n Feel Sophisticated Crude Reach Global Local Presence Appealing Camouflage Perceptions of the pack Commercial (with preservatives) Fresh Home–made (gharghuti)

17. Identify > Integrate > Innovate > Translate > Maximize

18. Price Medical Category and Product placement Low High Consumer

22. Identify > Integrate > Innovate > Translate > Maximize

23. Theme board : Graphics : Play / Motion Mood & food

25. Packaging Structure: Part carton + Flexibles Open Sides Flexible pouch inside Large Branding surface with Part Carton Partial carton Branding/ Graphics doesn’t get distorted due to Part Cartonized product: High shelf Impact Carton pack will generate quick trigger for buying decision Carton Product will be perceived as premium Part Carton will be low cost as compared to a full carton

26. Development Paper Board Stable & Strong Toughness and rigidity due to curved profiles at the top

27. Identify > Integrate > Innovate > Translate > Maximize

29. Value Additions: Free Measuring Spoon Pack could carry measuring spoon as wonder mix has to be mixed in proportions Competition doesn’t offer such value add Measuring spoon is made by tearing off from the pack and the folding it into a simple structure