Go Pure: Transitioning from a Regional to National Brand

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. Having crossed the milestone figure of INR 10 million in sales with their network of 20 franchisees, mostly 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 was proving a 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 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.<br><br>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 of a brand consultant to help them understand how their brand was perceived and valued in the minds of their target audience and to advise them on how to leverage this information to fulfill their dreams.

This case is suitable for undergraduate- and postgraduate-level courses in marketing management. Instructors may find it helpful for courses on brand management, services marketing, or entrepreneurial marketing. The case study covers marketing and scaling up issues in a company. After working through the case study and the assignment questions, the students should be able to do the following:<br><br><ul><li>Understand and apply marketing concepts such as marketing mix, Porter’s five forces, Kapferer’s brand prism, and Ansoff matrix.</li><li>Understand consumer expectations and conduct competition analysis.</li><li>Apply the concepts of brand positioning.</li><li>Evaluate marketing strategies for transitioning from a regional brand to a national brand.</li></ul>

• Brand Positioning, Growth Strategies