Anirban Ghosh, the CEO of Dream Bake Pvt. Ltd. (DBPL), had to make an important branding decision in 2019. DBPL, which was based in Kolkata, West Bengal, was a subsidiary of Switz
Foods Pvt. Ltd. (SFPL), which bought the Monginis franchise for eastern India in 1989. This partnership helped Monginis become the top bakery in eastern India, covering West Bengal,
Bihar, Odisha, and the northeastern states.
Ghosh saw a chance to turn Winkies into a national brand when packaged cakes with long shelf lives were becoming popular in India. Ghosh thought Winkies, a brand owned by DBPL, could
have made a name for itself in the very competitive long shelf-life cake market, which is currently dominated by ITC, Britannia, Parle, Elite, and many regional bakeries. But this meant that Winkies had to be carefully positioned so that people would remember them in a crowded market.
Ghosh hired the Australian brand consulting firm "Believe" to help him figure out how to position Winkies. After extensive research on the market, Believe came up with six different positioning routes: (1) European Baking Expert, (2) European Style, with Sub-route: Café Style (2A), (3) Traditional Patisserie, (4) Revealing Indulgence (5) On Show! (6) New Wave Patisserie
The dilemma for Ghosh was to choose the best positioning route for Winkies. This route had to appeal to customers, set the brand apart from its competitors, and take market share from established competitors while also laying the groundwork for national growth.