Loading...

Messages

Proposals

Stuck in your homework and missing deadline? Get urgent help in $10/Page with 24 hours deadline

Get Urgent Writing Help In Your Essays, Assignments, Homeworks, Dissertation, Thesis Or Coursework & Achieve A+ Grades.

Privacy Guaranteed - 100% Plagiarism Free Writing - Free Turnitin Report - Professional And Experienced Writers - 24/7 Online Support

Pulse mix candy

08/01/2021 Client: saad24vbs Deadline: 10 Days

W18319


PULSE CANDY: SUSTAINING THE BRAND DIFFERENTIATION1


Ritu Mehta and Mayank More wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.


This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com.


Copyright © 2018, Ivey Business School Foundation Version: 2018-06-01


By April 2017, within two years of its launch, Pulse, a raw-mango-flavoured, hard-boiled candy, had reached ₹3.26 billion2 in sales and become the leader in the hard-boiled candy segment, beating leading brands like Parle Products Pvt. Ltd. (Parle)’s Kaccha Mango Bite and Perfetti Van Melle Group B.V.’s Alpenliebe.3 Pulse sales were even higher than those of multinational brands Oreo and Mars, which had been in the Indian market since 2011.4 Pulse achieved this astounding success with hardly any promotion or advertising for the brand.


The journey for Pulse began in April 2015 when the Dharampal Satyapal (DS) Group, a diversified conglomerate operating out of Noida, India, launched Pulse in three states in India as test markets.5 In the very first year of its launch, sales of Pulse exceeded ₹1 billion.6 With its stupendous success, the brand was launched in other states, and by January 2016, the company had a pan-India presence.7 Within two years, Pulse had surpassed ₹3 billion in sales and the company was able to meet only 60–70 per cent of the demand.8


Eventually, competitors launched similar products, and cheap imitations started to be sold at roadside kiosks. In view of these developments, the DS Group needed to consider how it could keep up with Pulse’s sales momentum. Should it extend the Pulse brand to other formats and flavours? Should it focus on meeting the domestic demand or should it explore overseas markets? These were some of the options the company could explore to sustain Pulse’s competitive advantage.


COMPANY BACKGROUND


The DS Group was founded by Lala Dharampal (the “D” in DS) in 1929. He started with a small perfume store in Chandni Chowk, Delhi, and eventually launched chewing tobacco in 1948. He was later joined by his son, Satyapal (the “S” in DS), who earned the title of sugandhi (perfumer) as a result of his profound knowledge of perfumes. He used this knowledge to innovatively blend tobacco with various fragrances. Under Satyapal’s guidance, the company launched its flagship brand, BABA, the first branded chewing tobacco. The brand took the country by storm and since then, the company had engaged in launching a host of innovative products, including the famous chewing tobacco brand Tulsi9 and Rajnigandha pan masala, a betel nut product.


For the exclusive use of p. chauhan, 2019.


This document is authorized for use only by pankaj chauhan in BADM533 Marketing Management taught by Stephanie Thacker, University of the Cumberlands from Aug 2019 to Feb 2020.


http:www.iveycases.com

mailto:cases@ivey.ca

Page 2 9B18A032


The DS Group slowly diversified into non-tobacco businesses. It entered the food and beverage industry (F&B) in 1987 by introducing Catch, a branded salt packaged in tabletop rotary dispensers—the first of its kind in India.10 The DS Group eventually launched a portfolio of spices and beverages under the brand name Catch. In 1999, the DS Group also entered the confectionery segment with the pioneering launch of a herbal mouth freshener called Pass. The DS Group further diversified its offerings, making its presence felt in the hospitality, dairy, agro forestry, and printing and packaging industries.


With the government tightening regulations on the sale of smokeless tobacco products, the company’s focus in the consumer goods segment, especially F&B, increased over the years. The DS Group launched Chingles, mini chewing gums, in 2012, and in 2013 it expanded into dairy products under the Ksheer brand. Pulse was the latest brand in the confectionery segment, launched in 2015 under the umbrella brand of Pass Pass.


The company’s revenues and profits in fiscal year (FY) 2012/13 were ₹33.6 billion and ₹2.9 billion, respectively.11 The F&B segment contributed approximately 22 per cent to the firm’s turnover, which was reported to be around ₹77 billion in FY 2015/16.12


THE CONFECTIONERY MARKET IN INDIA


The per capita consumption of confectionery in India was among the lowest globally, providing a great opportunity for growth.13 With the country’s economic boom and increase in customer spending, several domestic and multi-national companies expanded their operations in the Indian confectionery market, and the per capita consumption of confectionery items increased.


The confectionery market was broadly divided into three categories: chocolate, gum, and sugar confectionery. Within the non-gum, non-chocolate, sugar confectionery market, hard-boiled candies formed the largest segment and showed promising growth.14 The hot climate in India led to a preference for hard-boiled candies over chocolates, which would quickly melt in the high temperatures, especially in summers. Gum was seen by the Indian middle class as a luxury item and was mostly consumed in urban markets.


Although the margins were larger in high-end chocolates, about 40 per cent of the confectionery unit sales came from candies priced at ₹0.5.15 Most of these sales were through unorganized retail, comprising small kirana (mom-and-pop) stores and roadside kiosks, and the candies were sold as single units rather than multi-unit packs or bulk purchases. The purchases were frequently made on impulse, and children were the primary consumers. Many of the shopkeepers used low priced candies instead of coins to provide change to customers.


Since entry and exit barriers in the hard-boiled confectionery segment were low, many small local manufacturers also operated and sold through unorganized retail. Thus, success in the low-priced, low- margin hard-boiled confectionery segment depended largely on volumes. However, customers’ brand loyalty was low and whatever little loyalty they exhibited was toward a particular flavour, such as mango, orange, or coffee. Mango flavour (24 per cent) and the raw mango flavour (26 per cent) constituted 50 per cent of the hard-boiled candy segment, followed by caramel (20 per cent) and orange flavour (16 per cent).16


Companies that dominated the hard-boiled candy market included Perfetti Van Melle India Pvt. Ltd. (PVMI), Parle, and ITC Ltd. PVMI was the leader in the confectionery market. It had entered the Indian market in 1994 with its brand Center Fresh in the gums category; it gradually expanded its portfolio to include approximately 15 brands across different sub-categories.17 PVMI’s revenues in the confectionery segment surpassed ₹20 billion in FY 2014/15.18 Some of its leading brands included Alpenliebe, a mix of


For the exclusive use of p. chauhan, 2019.


This document is authorized for use only by pankaj chauhan in BADM533 Marketing Management taught by Stephanie Thacker, University of the Cumberlands from Aug 2019 to Feb 2020.


http:2014/15.18

http:sub-categories.17

http:cent).16

http:growth.14

http:growth.13

http:2015/16.12

http:respectively.11

http:India.10

Page 3 9B18A032


caramel, milk, and butter; Mentos, a chewy mint candy; and Chlormint, a breath-freshener candy. PVMI was known for its quirky and clever television commercials that appealed to and connected with a wide audience. Some of its notable taglines were “dimag ki batti jala de” (lights up one’s brain) for Mentos, “dobara mat puchna” (dare not ask again) for Chlormint, and “zubaan par rakhe lagaam” (keeps one’s mouth shut) for Center Fresh.


PVMI enjoyed a strong distribution network, comprising nearly 5,000 distributors and approximately 10,000 sub-stockists that made PVMI’s products available to small towns as well.19 The company created a multi-tiered distribution system, dividing the products into three categories based on the brands. Each category had a different distributor, each of whom visited the retailer once every week. Thus, PVMI managed three visits to each retailer per week while the rivals’ distributors paid the retailers a once-weekly visit. The kiosk owners who found it difficult to buy multiple product types at one time because of limited working capital would end up buying some of PVMI’s products during every visit. This led to an increase in the volume of sales of PVMI’s candies in these outlets.

Homework is Completed By:

Writer Writer Name Amount Client Comments & Rating
Instant Homework Helper

ONLINE

Instant Homework Helper

$36

She helped me in last minute in a very reasonable price. She is a lifesaver, I got A+ grade in my homework, I will surely hire her again for my next assignments, Thumbs Up!

Order & Get This Solution Within 3 Hours in $25/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 3 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 6 Hours in $20/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 6 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 12 Hours in $15/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 12 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

6 writers have sent their proposals to do this homework:

University Coursework Help
Top Essay Tutor
Homework Guru
Best Coursework Help
Helping Hand
Writer Writer Name Offer Chat
University Coursework Help

ONLINE

University Coursework Help

Hi dear, I am ready to do your homework in a reasonable price.

$62 Chat With Writer
Top Essay Tutor

ONLINE

Top Essay Tutor

I have more than 12 years of experience in managing online classes, exams, and quizzes on different websites like; Connect, McGraw-Hill, and Blackboard. I always provide a guarantee to my clients for their grades.

$65 Chat With Writer
Homework Guru

ONLINE

Homework Guru

Hi dear, I am ready to do your homework in a reasonable price and in a timely manner.

$62 Chat With Writer
Best Coursework Help

ONLINE

Best Coursework Help

I am an Academic writer with 10 years of experience. As an Academic writer, my aim is to generate unique content without Plagiarism as per the client’s requirements.

$60 Chat With Writer
Helping Hand

ONLINE

Helping Hand

I am an Academic writer with 10 years of experience. As an Academic writer, my aim is to generate unique content without Plagiarism as per the client’s requirements.

$60 Chat With Writer

Let our expert academic writers to help you in achieving a+ grades in your homework, assignment, quiz or exam.

Similar Homework Questions

St matthew from the gospel book of charlemagne - Moray coast vets forres - Critical review of a research paper - The hardy weinberg equation pogil activities for ap biology answers - Assignment AC - Philosophy - Peplau's theory of interpersonal relations pdf - Hope gerund or infinitive - The road not taken by robert frost literary devices - Collaborative documentation - Harvard case studies pdf - Meeting jesus in the sacraments chapter 1 directed reading answers - Common mode gain of mosfet differential amplifier - Closed and bounded set - What is the molecular shape of sf6 - London colney primary school - Question paper wikipedia - If you were a new graduate student just looking for a new job in your career, which kind of organization would you dream to work for, OR which kind of manager to supervise you in your early career and why? - O neill kantian approaches famine summary - OT- Dis 8 - Essay***NEED ASAP*** - Minnesota model of treatment - Samsung 32 layer 3d v nand - Heaths road invest hoppers cross - 6 types of reactions - Data structure programs in java pdf - Write an equation for the buoyancy force on the empty barge - Network design proposal part 2 - Soc 120 week 2 assignment powerpoint - Contribution approach income statement example - Electric field mapping lab report theory - Wendy buss kitchen nightmares - Robert billings the wave - Electron transport chain photosynthesis animation - Bloomberg businessweek b school connection program - Top down network design by priscilla oppenheimer - Bayfield mud company case study excel - The company man ellen goodman thesis statement - 2.3 evaluate own working relationship with colleagues - Cuando tenía gripe mi madre me tomar la temperatura - Resources used in home management - Functions of Managers - A common size income statement for creek enterprises - Shall i compare thee to a summer day - Ephesians 3 14 21 nlt - American electrical wiring colours - Distribution channels - Discussion - Discussion - Comm skills for criminal justice week 7 - 47 danbury crescent girrawheen - Mcdonald's monopoly case study - Australian early development census - Team performance productivity and rewording teamwork - Professional nursing leadership and management roles that have arisen - Assignment on balance of payment - Colour of ph paper in coffee - Uni sa study periods - Case study on planning in management with solution - Cloud Computing and Digital Forensics - 122 bus route cairns - Australian taxation office address adelaide - Short Discussion Board DUE 10.2.2020 - Uw biostatistics summer institute - Oral report in business communication - Operational Excellence(Dis1) - Holy cross college moodle - Assessment conditions in a unit of competency - A course of appetisers in spanish cuisine - Values are important to human service professionals because they - Can you grow vanilla in australia - Static electricity lab report - Monroe motivated sequence example outline - Acct 555 final exam - Rebar installation risk assessment - Trauma - Article Critique organizational behavior - Credit multiple choice questions - Solubility of a salt lab answers - Unit 08 e commerce p5 - B2b sales process ppt - Osmo polyx oil nz - Critical analysis of samuel by grace paley - Functioning addicts presentation - Nithyananda peetam bengaluru karnataka - Null to null bandwidth - Amazon echo target consumer - 1 finsbury avenue ec2m 2pp - Week 1 Discussion - Nursing Discussion - Victorian Civil Administrative Tribunal - Facebook inc the initial public offering - 300 words - Sensory profile questionnaire adults - Discussion paper - GC MGT605 Week 2 Assignent - Lace presentation - Mt sac makeup artistry class - Napoleon timeline of events - Www avonandsomerset police uk