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Here’s Why Pulse Ruled Indian Candy Market

| Published on January 23, 2018

Even with so many brands opting for digital ways to promote their products, there is one method of marketing that still stands out and that is the word of mouth. We are sharing how Pulse ruled Indian market by doing some basics of business correctly.
Pulse crossed the Rs 100 crore mark within 8 months of its launch. And, it was achieved without any major advertising push.

About the manufacturer

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The company behind Pulse ‘Dharampal Satyapal group’ is successful in sectors involving Food Beverage, hospitality, tobacco, and mouth fresheners. This brand is mainly known for products like Catch spices, Pass Pass and Rajnigandha.

Reasons for the success of Pulse

Mangoes are loved by people of all age groups and geographies in our country. Kacha Aam and Mango flavour have 50 percent share in Indian Hard boiled candy(HBC) industry. That is the reason why Pulse never had a confusion about which audience to target on. DS Group tested Pulse in Rajasthan and Gujarat because people of both these states like to eat tangy food similar to the taste of Pulse. The company expected it to become the favourite candy among kids so launched it with a tangy taste.

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Other reasons which lead to the success of Pulse are its easy availability and an attractive packaging. When Pulse candy was launched, nearly 86 percent of the industry was getting sales of Rs 0.5 for a candy weighing in the range of 2-2.5 grams. The DS Group kept Re 1 as the price of a single unit of Pulse and to justify the price, the weight of candy was 4 grams.

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With Pulse, the DS group is competing with some big names like ITC, Mondelez India, and Perfetti Van Melle, which have candy brands such as Candyman, Cadbury Choclairs, and, Alpenliebe respectively.

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After reaching a good place in the market Pulse is now using Digital media just to make their brand more interactive. To continue their success, Pulse has to cope with the variety of tastes that Indian customers look for in any product.

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