@the idea factory was started by 3 marketing professionals, Sunder Thiyagarajan, Prakash Sankaranarayanan and Shankar M Shiv who cut their business teeth in various media houses such as The Hindu, Network 18, The Times Group and Ananda Vikatan Group at various functional roles such as media marketing, brand strategy, business development & operations.
Started in 1977, Naga Foods is a major player in convenience foods with products such as Maida, Sooji, Samba Rava & Atta and expanding their operations in Kerala and Karnataka in recent times. Naga has become a household name amongst Tamilnadu women and Maida, Sooji & Samba Rava has become a standard order in their monthly shopping list. Launched recently, NAGA ATTA is making strong inroads into Tamil Nadu market competing with both national players and regional players.
With a strong focus on product quality and distribution, Naga foods is currently available at every supermarket / modern trade and in general trade across tier 1 & 2 markets and in rural markets in Tamil Nadu. In an attempt to build a stronger food portfolio for becoming a holistic food brand, Naga foods recenlty acquired Savorit, a popular brand for the Vermicilli and Pasta range of products.
The mandate for @TIF is to develop a competitive and brand marketing strategy for Naga foods with an aim to add vibrancy to Brand Naga while at the same time bringing in efficiency in their media spends. In addition, as part of their mandate, @TIF was tasked to streamline Naga’s operational challenges in S & D function and help in improving their channel strategy.
Sounder Kannan, Whole Time Director, Naga foods said, “In a evolving food market place, Naga is aiming to become a pan south player in the next 2 years. As a third-gen business, we clearly wanted to reorient ourselves towards becoming a national brand during the next decade. To complement our ambitious growth plans, we had engaged @TIF to prepare a marketing blueprint to consolidate Naga’s position in the hyper-competitive market for food FMCG. Their differentiated marketing approach and comprehensive understanding of various aspects of food business such as brand marketing, retail trade dynamics and competitive strategy is valuable for Naga foods. Im confident that @TIF will empower Naga to grow manifold to become a national food brand by going beyond the boundaries of South India”.
@TIF in a statement said, “we are happy to partner Naga Foods in their ambitious growth phase and add value and efficiency to their business aspirations. For a brand marketing startup, bagging the growth-obsessed Naga Foods mandate is an important milestone because it fuels our growth as well. We are confident of not only meeting their expectations but going beyond the traditional mandate of proper agency-client relationship. We are sure, its going to be mutually win-win association both for Naga foods & @TIF”.