PRESENTATION

PRODUCT NAME
HAPPYDENT WHITE

PRODUCT TYPE
CHEWING GUM

• PRESENTED BY
PRAKASH SHARMA
MBA/ PGDM, 2ND SEM.
IMM, NEW DELHI
INDIAN CONFECTIONERY MARKET

• RAPIDLY GOING ON
• INCREASING CONSUMER OF DIFFERENT
CATEGORIES AND AGE GROUP
• COMPETETION INCREASING
• NEW COMPNIES ARE PARTICIPATING AND
INVESTMENT INCREASING
• MEDIA PARTICIPATION
• INTRODUCING NEW PRODUCT REGULARLY
• MARKET SHARE INCREASING
Structure of Indian Confectionery
Market
Category Mkt Size in tns Mkt Share Mkt size-Rs
Chewing Gum 3350 44% 8.37 Lac
Bubble Gum 14000 22% 35 Lac
Candies & Toffees 68000 18% 170 Lac
Breath Fresheners 7000 16% 17.5 Lac
TOTAL 92350 100% 230.87 Lac
 Market Segmentations
Geographic Segmentations:
a) Region: East, West, north & South.
b) Area: Metro cities, Urban, Semi urban
Target consumer:
a) Gender: Male, Female.
. b) Age: From 17 years – 35years
Target consumer, who are cared
about their appearance , specially
youth who wana look
extraordinary
ROLE OF ADVERTISMENT IN
LOWINVOLVEMENT PRODUCT
• TO MODIFIEING AN EXISTING BRAND
• POPULARITY
• CREATING A UNIQUE CHARACTER FOR THE
BRAND
• DIFFRENCIABILITY
• KEEP PLACE ALWAYS IN CONSUMER’S MIND
LIKE JAGMAGALE MUSKURALE
(HAPPY DENT)
 ORBIT SEEN AS A THREAT
► WORLD’S LARGEST INTERNATIONAL
CHEWING GUM BRAND
► SUBSTITUTE
► GOOD BRAND IMAGE
► SAME CATEGORY
► GREAT INVESTMENT IN ADVERTISMENT
► HUGE BTL INPUTS
 COMMUNICATION CHANNELS
► TVC
► RADIO
► FM
► DIRECT MALE
► ONLINE EVENTS
► SAMPLING
TURN ON LIGHT WITHOUT TURN ON POWER
”SPARKLING SMILE”
 Huge success of campaign
► Due to good advertisement
► Due to different packaging
► Stylish
► Different idea
► Direct contact with Huge investment on
advertisings
ORBIT STRATEGY

 CREATE MORE METHODS OF

ADVERTISEMENT LIKE:
SPONSER THE COLLEGE FESTIVAL.
SPONSER THE YOUTH FESTIVAL.
OPEN ORBIT CHATING WEBSITE.
 VISIT EACH & EVERY RETAILOR IN
THE COUNTRY.
 INCREASE THEIR QUANTITY IN
PACKET.
 HAPPYDENT MARKET
LEADERSHIP
• SPEND MORE NET SALES ON ADVERTISING.
• FOCUS ON EXTENSIVE DISTRIBUTON SUPPORT.
• PROMOTE MORE FLAVOUR & ALSO, IN DIFFERENT
COLOR.
• INCREASE THEIR QUANTITY.
• INCREASE THEIR TARGET CUSTOMER (CONC. ON
T.A)
• ON GROUND EVENTS
THANK YOU