GO PURE: TRANSITIONING FROM A REGIONAL TO A NATIONAL
BRAND CASE STUDY SOLUTION
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SYNOPSIS
Ashish and Ranu Surana, a husband and wife team and co-owners of Go Pure Ice Cream (“Go Pure”), had
managed to turn their passion for developing and selling fruit-based ice cream into a successful business.
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Having crossed the milestone figure of INR 10 million2 in sales with their network of 20 franchisees, mostly
tio
in Tier 2 and 3 cities, they dreamed of taking the Go Pure brand to the national level, which would require
them to launch in metro and Tier 1 cities. However, they knew that this was not going to be easy. Managing
existing franchisees in terms of their adherence to standard operating procedures (SOPs) was proving a
lu
challenge, as some franchisees were neglecting to wear headgear or gloves or not using branded cups. The
founders were worried that these small but significant lapses were diluting the brand. Their current franchise
model involved charging franchisees a once-off franchisee fee and billing them on an ongoing basis for the
So
products they delivered. The Suranas wanted to identify the correct strategy to make Go Pure a national
brand, but were having trouble selecting the right approach.
The first option they considered was trying to get the right franchisees on board. If they could achieve this,
those franchisees could act as influencers for them in prime locations in metro and Tier 1 cities, making
their brand look fantastic at the national level. The second option they considered was to continue to expand
in Tier 2 and 3 cities and to try to become an aspirational brand for the majority of urban and rural Indians.
The other option they were looking at was getting an infusion of venture equity and opening professionally
managed, company-owned, company-operated outlets in metro and Tier 1 cities. They engaged the services
The Case Solution Starts From page 6
,OBJECTIVES
• Understand and apply marketing concepts such as marketing mix, Porter’s five forces, Kapferer’s brand
prism, and Ansoff matrix.
• Understand consumer expectations and conduct competition analysis.
• Apply the concepts of brand positioning.
• Evaluate marketing strategies for transitioning from a regional brand to a national brand.
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The Case Solution Starts From page 6
,ASSIGNMENT QUESTIONS
1. Describe the various components of the marketing mix for Go Pure.
2. Which model can Go Pure use to analyze the various threats facing it and the bargaining power of its
various stakeholders and competitors?
3. How do you think the company can apply the Ansoff matrix to increase its growth in the ice cream industry?
4. How should the company position its product in a market dominated by leading players such as Amul,
Naturals, Apsara, Kwality, and Cream Bell?
5. Discuss Kapferer’s brand prism, and map it against Go Pure.
6. What are consumers’ expectations of ice cream companies such as Go Pure?
7. What would you recommend to help the cofounders reach their goal of building Go Pure into a national brand?
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The Case Solution Starts From page 6
,ANALYSIS
1. Describe the various components of the marketing mix for Go Pure.
The marketing mix traditionally comprises four components: product, price, place, and promotion. With
increasing internet penetration, social media in the hands of consumers, and increased levels of awareness,
there is a need to revisit the idea of the marketing mix. Today’s consumers are looking for solutions to their
needs and desires. Go Pure addresses the need for pure fruit- and milk-based ice cream, as opposed to synthetic
ice cream prepared with artificial ingredients. This uniqueness of fruit-based products in the category is that
careful selection of fruits is needed to maintain the consistency and quality of the product. Go Pure has domain
expertise, with good connections with local fruit producers in and around Udaipur (the company’s base
location). These connections serve a dual purpose, allowing them to consistently obtain quality fruits for their
final product and employing local women to process the fruit in the traditional manner.
Go Pure serves all segments of customers through its variety of offerings: chocolate flavours for youngsters,
e
fruit-based varieties for adults, and Kulfi items for older consumers. The youngsters are more interested in
scoops, whereas family packs fall into the take-home category. The bulk orders tend to be for catering at
pl
events such as weddings and parties, as well as regular supplies to hotels and restaurants. Go Pure deployed
its pricing on competition, and currently the price strategy is consumer friendly.
m
Go Pure has 20 franchisee outlets in locations with good footfalls. They intend to reach various parts of India
Sa
n
tio
lu
So
The Case Solution Starts From page 6
, EXHIBIT -1: SWOT ANALYSIS
Strengths Weaknesses
• Consistent quality of products • No prior owner experience
• •
•
Opportunities Threats
• Segment has a small number of players • New entrants.
such as Naturals and Thancos, and they •
•
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•
•
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EXHIBIT -2: THE ANSOFF MATRIX APPLIED TO GO PURE ICE CREAM
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The Case Solution Starts From page 6
BRAND CASE STUDY SOLUTION
e
pl
m
Sa
SYNOPSIS
Ashish and Ranu Surana, a husband and wife team and co-owners of Go Pure Ice Cream (“Go Pure”), had
managed to turn their passion for developing and selling fruit-based ice cream into a successful business.
n
Having crossed the milestone figure of INR 10 million2 in sales with their network of 20 franchisees, mostly
tio
in Tier 2 and 3 cities, they dreamed of taking the Go Pure brand to the national level, which would require
them to launch in metro and Tier 1 cities. However, they knew that this was not going to be easy. Managing
existing franchisees in terms of their adherence to standard operating procedures (SOPs) was proving a
lu
challenge, as some franchisees were neglecting to wear headgear or gloves or not using branded cups. The
founders were worried that these small but significant lapses were diluting the brand. Their current franchise
model involved charging franchisees a once-off franchisee fee and billing them on an ongoing basis for the
So
products they delivered. The Suranas wanted to identify the correct strategy to make Go Pure a national
brand, but were having trouble selecting the right approach.
The first option they considered was trying to get the right franchisees on board. If they could achieve this,
those franchisees could act as influencers for them in prime locations in metro and Tier 1 cities, making
their brand look fantastic at the national level. The second option they considered was to continue to expand
in Tier 2 and 3 cities and to try to become an aspirational brand for the majority of urban and rural Indians.
The other option they were looking at was getting an infusion of venture equity and opening professionally
managed, company-owned, company-operated outlets in metro and Tier 1 cities. They engaged the services
The Case Solution Starts From page 6
,OBJECTIVES
• Understand and apply marketing concepts such as marketing mix, Porter’s five forces, Kapferer’s brand
prism, and Ansoff matrix.
• Understand consumer expectations and conduct competition analysis.
• Apply the concepts of brand positioning.
• Evaluate marketing strategies for transitioning from a regional brand to a national brand.
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 6
,ASSIGNMENT QUESTIONS
1. Describe the various components of the marketing mix for Go Pure.
2. Which model can Go Pure use to analyze the various threats facing it and the bargaining power of its
various stakeholders and competitors?
3. How do you think the company can apply the Ansoff matrix to increase its growth in the ice cream industry?
4. How should the company position its product in a market dominated by leading players such as Amul,
Naturals, Apsara, Kwality, and Cream Bell?
5. Discuss Kapferer’s brand prism, and map it against Go Pure.
6. What are consumers’ expectations of ice cream companies such as Go Pure?
7. What would you recommend to help the cofounders reach their goal of building Go Pure into a national brand?
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 6
,ANALYSIS
1. Describe the various components of the marketing mix for Go Pure.
The marketing mix traditionally comprises four components: product, price, place, and promotion. With
increasing internet penetration, social media in the hands of consumers, and increased levels of awareness,
there is a need to revisit the idea of the marketing mix. Today’s consumers are looking for solutions to their
needs and desires. Go Pure addresses the need for pure fruit- and milk-based ice cream, as opposed to synthetic
ice cream prepared with artificial ingredients. This uniqueness of fruit-based products in the category is that
careful selection of fruits is needed to maintain the consistency and quality of the product. Go Pure has domain
expertise, with good connections with local fruit producers in and around Udaipur (the company’s base
location). These connections serve a dual purpose, allowing them to consistently obtain quality fruits for their
final product and employing local women to process the fruit in the traditional manner.
Go Pure serves all segments of customers through its variety of offerings: chocolate flavours for youngsters,
e
fruit-based varieties for adults, and Kulfi items for older consumers. The youngsters are more interested in
scoops, whereas family packs fall into the take-home category. The bulk orders tend to be for catering at
pl
events such as weddings and parties, as well as regular supplies to hotels and restaurants. Go Pure deployed
its pricing on competition, and currently the price strategy is consumer friendly.
m
Go Pure has 20 franchisee outlets in locations with good footfalls. They intend to reach various parts of India
Sa
n
tio
lu
So
The Case Solution Starts From page 6
, EXHIBIT -1: SWOT ANALYSIS
Strengths Weaknesses
• Consistent quality of products • No prior owner experience
• •
•
Opportunities Threats
• Segment has a small number of players • New entrants.
such as Naturals and Thancos, and they •
•
e
•
•
pl
m
Sa
EXHIBIT -2: THE ANSOFF MATRIX APPLIED TO GO PURE ICE CREAM
n
tio
lu
So
The Case Solution Starts From page 6
