The Brand Challenge

A challenge Happy Pills will face in the longer run would be how to grow sustainably. It is important that Happy Pills will not just be another fad in Singapore, but the brand needs to ensure that it is continuously innovative, distinctive, relevant and likable so as to continue to attract customers.

Specifically, one of the Points of Difference (POD) of Happy Pills is its unconventional packaging. However, there is nothing patentable about its packaging and this is something the brand has to be wary of. It would not be difficult for competitors to implement competitive Points of Parity for their respective brands to negate Happy Pills' current POD and introduce new forms of innovative packaging.

One way for Happy Pills to combat this potential problem is to create "package ownership" in the minds of consumers so that it will forever be viewed as the first-mover that came up with such unique and differentiated packaging.

Another challenge is for Happy Pills to overcome everything related to the medicinal image. A medicinal image that connotes sterile and cold is not desirable for a confectionery brand, even more so for Happy Pills, since it is supposed to be a light-hearted and fun brand that is based on spreading happiness. Since this medicinal association was made by interviewees who have never heard of the brand, Happy Pills would have to invest in building awareness of its brand, so that it is only linked with positive associations as opposed to negative ones.

Trends

Desire for Holistic Health

In the world we live in today, consumers make increasingly proactive choices. People want to be eco-friendly, eat organic and be health conscious. Many people are looking for alternatives and have higher awareness of the importance of total well-being.

They turn to brands thatare more than one dimensional; brands have to provide balance and quality in their lives.

Happy Pills can leverage on this trend by producing sweets with nutritious ingredients that taste good. Furthermore, with a pink medical cross as a symbol, associations of healing and wellness can be linked to the brand. Hence, taste good = feel good = look good.

As people look for moments of joy and pockets of relief in their daily lives, Happy Pills can be a brand that gives customers instant satisfaction, even if its only temporary. Especially with its cheeky outlook on life, Happy Pills can be the ideal “life fuel” people need.

Life Guides

Life today is filled with too much noise from the onset of globalization, increasing internet penetration and the rise of the mobile phones. Information overload has led consumers confused and often frustrated and helpless.

As people look for brands and services for leadership, the challenge for brands is how to provide messages that unify people as well as messages of optimism.

Happy Pills can leverage on this trend using its identity. With a brand mantra of “Happy, Fun, Cure-it-all”, it is essentially the antidote for all of life’s troubles. It is the alternative life guide, the life pilot.

With its confident attitude and the energetic spirit, Happy Pills is a brand that will be easily relatable to not just young customers, but the young at heart.

Active Citizenship

In developed countries, Maslow's lower-order needs are easily fulfilled, and hence, consumers are geared toward the higher-order needs like love and belonging, esteem and self-actualisation.

We constantly look for ways to stand out yet we still want to fit in. We create, reinvent and refresh our identities as we strive to assert our individuality but still look from reassurance from others.

In a world of mass production, the challenge for brands is to allow individualism to prevail, yet remain profitable. Brands also need to engage customers in a way that enables them to empower themselves and fulfils their need to own what they do.

Happy Pills can already providesa level of customization for corporate gifts. However, it can be further leveraged by providing customization on its labels, sweets and packaging. It should strive to be a personalized brand for both corporations and consumers.

Happy Pills can embark on co-creation and give customers added value through their involvement. It is important for Happy Pills to have a conversation with its customers, as people don't just buy brands, they join them.