Professional Documents
Culture Documents
Pulse Candy: Sales and Distribution Assignment
Pulse Candy: Sales and Distribution Assignment
Initially
Geographic Segmentation: Since Rajasthani and Gujarati
cuisines share a similar tanginess as Pulse, the company
decided to test-market it in these states first.
Eventually
Mass Market Strategy: Raw mangoes are relished by people of
all age groups and geographies in India, so there was no
particular target group singled out for Pulse.
The candy, with its tangy taste cut across all age groups and
thus it became a full-fleged launch eventually
Marketing Strategy
The candy market had started shunning the Rs 0.5 price point a
couple of years ago with big players such as Mondelez, Perfetti
Van Melle, and Parle launching or re-launching their products at
Re 1.
High raw material costs, fewer 50 paise coins in circulation, and
the demand for higher margins by retailers were some of the
factors that propelled the wave.
However at the time when Pulse was launched, 86% of the
industry was at Rs 0.5 for a candy weighing anywhere between
2-2.5 grams.
The DS Group decided to go with Re 1 instead, and to justify
the price, the weight was increased to 4 grams.
Sales & Distribution Strategy
The key success factor for any low involvement-FMCG product is the
distribution channel. If the company can strengthen the products’ reach
and visibility, the chances of it being accepted by the customers are high.
DS Group- the creator of Pulse, already had a strong presence at outlets
through the strength of its flagship product – Rajnigandha (leading Pan
Masala brand with over 70% market share).
Capitalising on the extent of their reach, the company was able to
maintain a strong distribution hold for Pulse within a short span of time.
From a pan stall to a big retail shop, and from urban to rural areas, the
candy was sold everywhere within the first few months of its launch.
More than 80% market coverage, frequent refillment, and overall tight
distribution norms helped Pulse be available ate every nook and corner of
the city.
Sales & Distribution Strategy
In the candy industry, which lacks brand loyalty and most of the
purchases made are impulsive in nature, packaging plays a vital
role in the purchase decision.
Pulse candy with its bright coloured packaging not only
increased its visibility but also attracted the attention of
customers getting them to at least try the candy once (and
eventually most of them became addicted to it, resulting in
more sales).
Competitors (Marketing Mix)
Advertising Batch