About The Project
By mid year 2021, we have received the brief to create a new Confectonery company; a 360 degrees project where we would create the Corporate Brand, vision, mission and the full portfolio that would serve export markets. The Project -that is ongoing today - would take 2 years to complete. Final goal of the Project is to take the company live with a portfolio consisting of 7 confectionery categories, exporting to at least 3 continents, active in terms of marketing, advertising and new category development, running with her own team of professionals.
Project Duration
July 2021 – July 2023
Client
Doliche Food Inc.
Project Budget
500K USD
Project Target
Creating a confectionery company, Own Label portfolio of 7 categories, export to multiple continents, building employee base, actively running marketing activities.
Categories
Dragees, Chocolate Coated Wafers, Tablet Chocolates, Cocoa Spreads, Waffle Cones, Surprise Eggs, Jellies.
Target SKU Count
Over 50 SKUs, including different pack weights, languages and flavors. Services under the Project: Corporate Brand, Portfolio, Market & Strategy
Corporate Brand
Client
Doliche Food Inc.
Project Target
Creating a confectionery company, Own Label portfolio of 7 categories, export to multiple continents, building employee base, actively running marketing activities.
Project Duration
July 2021 – July 2023
Categories
Dragees, Chocolate Coated Wafers, Tablet Chocolates, Cocoa Spreads, Waffle Cones, Surprise Eggs, Jellies.
Project Budget
500K USD
Target SKU Count
Over 50 SKUs, including different pack weights, languages and flavors.
Services under the Project
Corporate Brand, Portfolio, Market & Strategy
As ACTA, we have worked on a new company name and a corporate brand story. Our
Brand&Communication Agency “The
GANG” has helped us to create the name DOLICHE; ancient city
of Anatolia, where now the city of Gaziantep lies. The corporate brand stands for “the
cradle of natural tastes, sourced in the northern end of ‘Fertile Crescent’; a region that
has ever been the punicle of agriculture”
This company would strictly create products destined for export markets; with the highest
quality of ingredients, with value added production ideas, and utmost passion to create
“Joyful Treats”
Our corporate brand design agency “Just Design”
created our delicious Logo,
fonts and slogan:
Joyful Treats.
With Just
Design, we have built our website www.dolichefood.com
, brand identity tools, first
multimedia contents, business cards and corporate presentations.
We have recruited the Doliche Team as well; a Marketing&Brand Manager, an Export Operations
Manager, Accounting, Quality Consultants and more..
Portfolio
The portfolio needed study on several categories:
- Budgeting, Target Markets, Consumer Research, Private Label Confectionery Producers,
Supply Chain, Pricing & Costing, Product Development…
After a 4-month long preperation, we have come up with product ideas on 7 categories:
Dragees, Chocolate Coated Wafers, Tablet Chocolates, Cocoa Spreads, Waffle Cones, Surprise Eggs,
Jellies.
To create our category Sub-Brands we have received great help from our Agency; The
GANG.
Keeping DOLICHE as a “Trust Stamp” on all designs, above Sub-Brands and seperately as a
sole-brand of our High-Value products, we came up with catchy Sub-Brands:
Jellypse: Chocolate Coated Jellies covered with Chocolate wrapped in Candy Shells
2x2: Chocolate Covered Wafers, with Hazelnut Cream.
Icone: Dark & Milk Chocolate Filled Waffle Cones
We have created designs of all packages with the help of our trusted Creative and Design
agencies; The
GANG, Just Design, Orhan
Irmak Design Agency and
Brandit. Product and pack photos were shot and edited by Krank Photography
The Doliche Brand and all Sub-Brands were trademarked by our Trademark Agency: Birlik
Patent.
Doliche’s own marketing and brand professionals carefully knitted brand communication,
positioning and target audience, with the support of our Communication and Social Media
Agency:
WOX
Creative.
Contents of all SKUs were carefully created in accordance with regulations of the United
States,
South American Markets, Middle East and Europe. We have partnered with Regulatory
Consultants towards this goal. Regulatory designs were embedded, administered and archived by our
Creative Agency Efekt.
Finally we have secured quality analysis of all products, and BRC certificates of our PL
producers.
We have created Costing and Pricing of our portfolio; with the details over the course of
the
Project and for different export markets.
Market & Strategy
At the first ever Project day, we were thinking about sales. Based on multiple variables like ;
Product Category, Product Cost thus Product Pricing, product size and so on, we have targeted
different markets with different products.
Our Sales targets were budgeted; the cost of product procurement versus turnover was and
important quota for our business development targets.
Markets to reach, distributors and retailers to contact within those markets, shelf positioning
and overall profitability has been pillars of our Go To Market Strategy.
For each target, we have carefully created our power portfolio, in accordance with market
regulations. Our local distributors and retail buyers shared their additional selective comments
to finalize portfolio.
Doliche’s own export team created production orders, shipment documents and kept finances in
order with each order.
Doliche warehouses, transport vehicles and Customer warehouses were administered in accordance
with category and supply chain requirements.
Even before reaching our first year into the Project, DOLICHE and her Sub-Brands reached shelves
on markets such as USA, Chile, England, Georgia, Iraq, Thailand, Libya and Palestine.
We are developing business to expand our markets to Taiwan, Ecuador, Cuba, Russia, Azerbaijan,
Kuwait, Qatar, Tunisia, Morocco, Egypt, Netherlands and Sweden