Toss Candy

Syed Hassan Ali

Product Adapted from the brand

 Product Adaptation Meaning (Modification)

 New line of sugar free jellies

 New flavors (Cherry, Blueberry, Raspberry, Blackberry,

Apple)

 Natural Sweetners
Market information of company

 Toss Candy (Brand)

 Candyland’s position in the market (since 1988)

 Diversification

 Well known brands

 Competitors

 Mitchells (Fruit Bon Bon’s and Fruit Yum)

 Mayfair (Wobbly Jelly)

 Hilal (Jiggles Jelly)

 Giggly (Twisto Jelly)

 New Facets of Advertising

 To generate a unique customer response

 Perception & emotion facet

 Perception: To convey a breakthrough message that grabs

attention and sticks

 Exposure: Through TVC’s

 Selection and Attention: Stopping power & to ensure that

receiver attends to message. Surprise or Humor appeal.

 Perception Facet (continued)
 Interest and Relevance: Pulling power by adding personality to

the adverts

 Curiosity: Adding more depth to the ad

 Awareness: Making an impression. Through brand reminder ads

on billboards and web pages

 Recognition: Remember seeing the ad. Unique logos, jingles,

colors, characters, slogans etc.

 Emotion Facet of Advertising

 To generate an effective response which mirrors our feelings.

 Wants & desires: Showcasing different variety of available flavors
and close up shots
 Excitement: By having ad’s embody emotions of happiness and
fun similar to McDonald's
 Feelings: Adding humor
 Liking: By focusing on brand personality
 Resonance: Humanizing the Toss brand. Giving the brand a voice
by making a list of key words and using them strategically in
adverts.
 New Target audience & STP

 Middle aged adults to senior citizens

 People who are diet cautious & diabetic
 Segmentation: Demographic Segmentation
 Accessibility & Sustainability
 All of these segments can act as both users & buyers of the brand
new Toss Candy
 Targeting: Assessing potential and commercial attractiveness of
each segment
 Positioning: Unique product positioning & Marketing Mix
 Positioning strategy (continued)

Point of difference (Sugar free Jellies)

Marketing Mix

Product: Unique feature

Price: Competitive Pricing

Promotion: ABL & possibly BTL

Place: Distribution
Perceptual Map