Projects to do

Brands guess what customers care about, while thousands of public reviews already say it in the customers' own words.

A festive season has a short run-up, and a brand that starts late or says the same thing every week wastes its moment.

A direct-to-consumer brand has only a web page and a few reviews to win trust from a stranger who cannot touch the product.

A brand sees a sale at the till, but the real decision begins with a craving and ends with whether the person buys again.

Pack sizes are priced so that moving up looks like a bargain, but sometimes the large pack is not cheaper per gram at all.

A juice brand has to balance cost, shelf life, weight, shop breakage and what shoppers think of each material.

A product passes through several hands before it reaches a rural shelf, and each hand adds time, cost and the chance of running out.

Brands choose English, Hindi or a regional language for the pack front, and the choice may attract some shoppers and put off others.

A trusted brand can stretch into new products, but each stretch risks confusing shoppers and weakening what made it trusted.

Brands want to cut packaging waste but worry that a new wrapper will cost more, spoil the product or confuse shoppers.

A city brand wants rural growth but does not know which pack, price point and shop type will actually work in a village.

A mass brand wants a premium version, but a higher price can confuse its core buyers and cost it their loyalty.

Brands often pick an ad by taste in the meeting room, when a small, fair test would show which version people actually remember and like.

A company with many products and pack types cannot fix all packaging at once, so it needs a sensible order of moves.

Detergent is a low-excitement purchase, so a festive campaign has to link the brand to a feeling people already have about the season.

On a quick-delivery app, a brand has a few small screens to win attention, and the wrong pack mix can bury it.

A well-loved name stretched over many products can become a blur, unless the family of brands is organised so shoppers understand each one.

A healthy-sounding snack must win a student's tiny budget and a taste test against familiar chips and biscuits.

Some trusted household names slowly lose young buyers without any single obvious mistake, and brands rarely know where the slide starts.

Tastes differ widely across India, and one national flavour list leaves many regions feeling like an afterthought.

A new online brand wins the attention of young shoppers with a sharper story, and an established brand must choose how to respond.

A snack maker depends on a handful of raw materials, and a poor harvest or a transport strike can stop production within days.

Students buy a drink in a few seconds on a tight budget, and brands know little about what really tips the choice.

Subscription boxes look attractive until delivery, packaging, returns and advertising eat the margin on each order.