Brands for Generation Next

By Plastino D'Costa

Lately, the hit American brand Kentucky Fried Chicken (KFC) made a quiet entry into Goa, quite because there was hardly anything spent on advertising as compared to what is usually expected of them. So high is the brand appeal of KFC, that Goans were seen thronging in an unfinished shopping mall, trying to get a taste of KFC. The long queues have now become manageable, but they still remain steady. Good news for everybody, the owners of KFC and Goans will now spend big bucks to taste international brands. KFC, because of their fast increasing customer base, and brand loyalty among Generation Next, will slowly change Goan food habits, and will eat into the market share of the cuisine of Goa which, till date, has remained unbranded.

We cannot compare fast food with elegant Goan cuisine, but in order take on the mighty KFC, Goans should start thinking in terms of improvising some of our own cuisine into creating fast food brands such as a chicken ‘cafreal.’

The reason being if Goan cuisine has to survive the onslaught of international tastes then creating, managing and building a chain of brands of at least some our foods, might be the only alternative forward. In this competitive world, everybody is free to promote and sell international brands and therefore, it becomes imperative that local brands of foods are created which are in imminent danger of being wiped out.

In the Middle East, there is a craze among their Generation Next to patronise American brands, KFC being one of them. These international brands attract their customers not necessarily for the taste, but also because they are cool places to hang out.

At this rate, there was a danger that Arab food habits were changing and therefore, some enterprising local businessmen created their own brand of chicken that matched the outlet of a KFC and offered their own grilled tender chicken instead of fried. This gave the customer a choice of eating an international fried chicken or a local grilled tender chicken.

At least, they made sure that their taste of chicken competes with KFC, and at the same time, is economically viable. Countries in the far east have developed their own local food chains and compete side by side with international brands at food courts in prestigious malls.

Goans should start thinking of creating fast food brands which are easy to prepare, and faster to serve. For example, creating a brand for the all time Goan favourite ‘Choris Pao’ might not be a bad idea.

At the moment, available in not so comfortable local bars, its clientele is limited as it does not attract trendy customers, but once you place this product in a place that is cool and trendy, chances are that these foods might survive the next generation. A two-year old idea by a political party of creating a brand of the famous Vada Pav is taking shape in Mumbai, and although it is delayed, at least their intent is right.

Creating a brand is not an easy task, as it needs strong financial backing, publicity, and overcoming logistical hindrances. Sometimes you might have to tweak the original recipe to suit changing tastes or to make it economically viable.

Even KFC went through a transformation, and its recipe according to its original founder Colonel Harland Sanders is not the same that he prepared in the 1930s.

After he sold the franchise for $2 million in 1964, the company changed hands from Heublien to R J Reynolds and now with Pepsico from 1986, which now holds the brand through its subsidiary Yum Brands.

Economics play a big part in the longevity of a brand, and as long as their basic recipe has remained unchanged, a little bit of tweaking should be acceptable.

Why bother creating a brand strategy for products which historically has done well? Well they might have, in a protected environment but there is no guarantee in the changing competitive scenario that these Goan foods will survive.

Having said that, there are few Goans who have been in the process of creating Goan brands. Mahendra Alvares in Loutolim has shown the way on how in his project ‘Big Foot’ he is able to take you back in time, and yet strike a chord with the Generation Next thereby creating a brand image for the venture.

‘Goa Chitra’ an ethnographic museum conceptualised by Victor Hugo Gomes of Benaulim, promotes the concept of ‘Back to Basics’ which now makes more and more sense, in this high inflation scenario.

Goa needs brand positioning and efforts from our stars like Remo Fernandes, who recently composed music and sang for a Konkani feature film, or Wendell Rodricks designing the Goan Kunbi saree, will go a long way in building brand ‘GOA’.

Their efforts have, at least, positioned brand Goa positively and changed the perception to the outside world, although it might completely not arrest the eroding brand value of Goa, which our politicians have attained over the years.

Badly handled tourism in the hands of politicians for a few more years will position brand Goa next to a brothel, where anyone and everyone enjoys on their terms, but at the cost of Goans. The toppling political games our politicians play might amuse the local population, but when these events take place, brand Goa always takes a hit.

A couple of years ago, India biggest private bank ICICI Bank took a hit when rumours were intentionally floated about their weak financial position to enable a certain bear cartel to short sell the banks shares. The bank quickly realised their brand had taken a hit, and took decisive action by roping in Shahrukh Khan for their advertising campaign to reinforce their brand image, and contacted their depositors to dispel those rumors.

But then, ICICI Bank is a private bank and is answerable to its shareholders, depositors and its customers. Their very existence depended on the brand they had created, over these years.

Enterprising Goans must start thinking of creating local brands, because it might be our only chance to compete, with the best in the world.

The brand must then make enough money to sustain itself on its own, instead of begging for government dole and political favours; and least of all, never make politicians inaugurate that new venture, whatever might be the compulsions.

In Generation Next lingo, they are the opposite of cool, they are not the Generation Next idols, your brand might create initial curiosity but in the long run, it might never takeoff.

Our existence will now depend on how fast we adapt to this changing scenario.

Above Article appeared on the Herald on 29th January 2011.