CONSULTING!

RE-LAUNCH

CATEGORY STUDY

UNDERSTANDING HARD-BOILDED CANDY BUSINESS

! Making sugar candy/ hard boiled sweets with flavours is the natural scale-up business extension for sugar manufacturers. It takes them from a b2b to a b2c space, where margins are always better, but competition, also tougher.

! Sugar based products are a great source of business across the globe.

THE PRODUCTS

! Chocolate confectionery

! Sugar confectionery

! Gums

! Hard boiled sugar candies

! Lollipops

! Lozenges

! Chewing"bubble gums

THE MARKET

COMPETITIVE ANALYSIS

CADBURY - 30%!

PERFETTI - 25%!

NUTRINE - 24!

PARLE - 15%!

NESTLE - 6%!

BRAND

CADBURY

PARLE

PERFETTI

(a)Gems “Raho umerless” Found a new consumer that is Indian youth and Adults

(b)Eclairs “Get Lost” - A sweet chocolate time bomb that will explode in your mouth

Focused on product features: Hard outside liquid inside

! (a) Poppins "Parle Poppins mein itne saare flavours ki sabko dene ka man kare"

Product features: Focused on the various colours and flavors packed in one.

!(b) Mango bite “Aam ki raseeli goli enjoy very slowly” Product features: Realness of mango

!(c ) Melody “Melody khao khud jan jao” Focus on product features by using a catchy jingle and humor

(a) Alpenliebe ‘laalach aa laplapo’ The irresistible long lasting candy. Humor route targeting the adults playing on the human nature.

(b) Mentos “Dimag ki batti jalaa de” The smart advertisements targeting young adults with cool attitude has given a great recall value to the product.

(c) Big babol chewing gum “Bade Kaam Ki Cheez” Bigger the bubble more it brings excitement amongst kids. This has been highlighted in the ad using Animated cartoon characters and smart kids.

(d) happydent ”Daanto tale diya jale” Exaggerated and highlighted the product features: chewing happydent gives you sparkling white and strong teeth.

POSITIONG WHAT WORKED

WRIGLEY’S (a) Orbit chewing gum “for a healthy teeth and prevents tooth decay"

The Absurdism (bizarre) concepts used to promote the brand increased visibility of the brand also such ads carrying bizarre messages act as a clutter breakers in highly competitive market.

TOFFEE / HBD

CADBURY

NESTLE

PARLE

!

MINT / GUM

LOTTE

PERFETTI

Hard Boiled candy - 51%

Toffee- 18%

chewing gum - 18%

Mints- 4%

Lozenges- 3%

eclairs- 5%

CONFECTIONERY IN INDIA

SOURCE: EUROMETER STUDY

DISRUPTIONS/ INNOVATIONS !  Collaborative consumption: !

ITC and other multi nationals: !Used it’s cigarette distribution channel to push !- mouth fresheners/ flavored sugar candies/ and other products.

! Innovative Distribution Channel: !given instead of small currency denominations.

AUDIENCE BEHAVIOUR STUDY

BUYING BEHAVIOUR STUDY

DECISION: Impulsive

CONSUMPTION BEHAVIOUR STUDY OCCASIONAL: !FESTIVE / CELEBRATIONS = LARGE QUANTITY PACKS

SITUATIONAL: !POST MEAL/ TRAVEL!

HABITUAL: !Strong flavours/ Mints after smoking or consuming alcohol (fresh breath)

THE BRIEF

STATUS QUO

TARGET AUDIENCE WHO CURRENT BRAND PERCEPTION

Primary TG Teens and Tweens Unaware of the existence of the brand/ company Adults (28s+) Aware of the brand and the company, used to

consume when small, but thinks the company no longer produces or exists. Majority have switched to imported chocolates/ candy.

Secondary TG Traders Think the company is not interested, since their distribution and demand isn’t as much as competition.

SAMPLE : 50 TEENS, 50 ADULTS, 20 TRADERS

RAVALGAON

SC LE-UP

STRATEGY | BRANDING | ADVERTISING!

MARKETING OBJECTIVE

SCALE-UP BRAND AWARENESS

AND RECALL = 1000X

NEED GAP STUDY

HIGH COST

FUNCTIONAL BENEFITS

EMOTIONAL BENEFITS

Raho Umerless Mint with the hole Yummy chocolaty fun

Laila ko jab karna tha impress, tab majnu ne khayi mint-o fresh

The rich coffee treat

Light ka naya switch Dobara Mat Poochna

Chocolate ka blast

Kachey aam ka Xerox

Shock laga?

bachho ki coffee bado ki toffee

The sugar free chewing gum

Don’t gatkoo chocolibe gatko

Mera Crunch mahan Kafi hai

Dimaag ki batti jala de Lalach aah laplapo

LOW COST

GAP!

SC LE-UP &SIGHT

EVERY THING CAN BE A BIT SWEETER

SC LE-UP

STRATEGY!

BRAND AWARENESS!

Define a clear distinction between Ravalgaon brands and the other organized and non- organized candies

Innovate the physical look of the brand, packaging flavors or category.

BRAND !RECALL!

THE &THEN INTEGRATED APPROACH!

THE TARGET

THE 2 YEAR PLAN

&THEN SCALE-UP THINKING PROCESS!

SUM

SIMPLIFYUNIFY

MONETIZE

ideas, simply and efficiently delivered across a spectrum of media platforms and types!

BRAND VISION

Become the biggest sweet fix !of the day for - the masses.

simplify!

CORPORATE BRAND POSITIONING

UNEXPECTED JOYS OF LIFE

unify!

CORPORATE BRAND

monetize!

FILM 1 Opens on a man, in his early 30s, running behind a bus.!!It doesn’t stop, and goes on.!It’s quite late, the area’s deserted, and was obviously the last bus.!The man is irritated, and has no clue what to do next.!!Just then, a car screeches to a halt beside him.!It turns out to be his friend, who was heading that way, and offers him a lift.!Just then, sitting atop a tree, a brass band and starts playing.!!Our man starts dancing like a mad man.!After he’s done celebrating, he stops, gets into the car and rides away as if nothing’s happened.!The brass band keeps playing in the background.!"!Cut to a product window with Ravalgoan assorted packs #VO: Unexpected joys deserve a celebration.!

FILM 2 Opens on a romantic spot overlooking a lake.!On a bench, a teenaged boy is looking quite restless.!He’s obviously waiting for someone.!!Just then, he gets an SMS on his phone.!We see that the message is from the girl, saying that she can’t make it as her uncle and aunt are coming over.!Having been stood up, the boy is furious.!!Just then, he notices a cute girl sitting all alone a few yards away.!And she looks at him coyly, and smiles.!All of a sudden, a brass band comes out from underneath the water, and start playing, as our boy starts dancing like a lunatic.!!Cut to a product window with Ravalgoan assorted packs #VO: Unexpected joys deserve a celebration.!!

FILM 3 Cut to a couple, stuck in the middle of nowhere.!!Their bike’s out of petrol, and there’s noone to be seen for miles.!!Suddenly, they start hearing a noise.!!From between the sugarcane fields, a guy on a moped appears.!"!All of a sudden, the moped is followed by a tractor, which has brass band on top of it, playing a funny tune.!!Our couple start dancing like crazy.!!Cut to a product window with Ravalgoan assorted packs #VO: Unexpected joys deserve a celebration.!!

OOH

Live brass bands travelling #in cities. Playing as people go about ordinary life, adding unexpected joy!!

MOBILE You can SMS to a certain number, with your unexpected joy, and the band will reach your home / office to help you celebrate your unexpected joys. The sillier the joy, the better.!

NEW MEDIA FREE GIVE AWAYS IN DABBAS, TO SIGNAL REVIVAL OF BRAND!

NEW MEDIA FREE GIVE AWAYS AT SIGNALS, TO SIGNAL REVIVAL OF BRAND!

NEW MEDIA FREE CAR RIDES FOR ELDERLY AND CHILDREN! EG. TO A STATION

SOCIAL MEDIA ENGAGEMENT SECRET JOYS:! You can ‘gift’ your loved ones the music, and the band will turn up live at their homes / offices. Or dedicate it to your loved ones, and there will be a live feed on the web, which your loved ones can watch.!

USER GENERATED CONTENT:!

People can upload the videos of crazy celebration dances, and win prices. From webcam.!!And the best ones stand to win prizes.!#Or !

A game, where crazy moves are already there. #People could just slap faces onto it and export it out videos. !!If it’s funny enough, it will go viral.!"!

Kiosks at malls / colleges/ crowded places, and the person with the craziest celebratory dance gets prizes.!

AUDIO BRANDING The tone should stand for celebration.!!The ringtones of these should be up for download.!!Every time a six is hit, this tone should be played on television and radio during a cricket match.!!Random announcements with the tone for random situations on radio shows.!For example, in the middle of traffic updates, the RJ goes, “And the red Santro has managed to avoid all the potholes.” OR ‘The man carrying 11 shopping bags of his wife has managed to make it to his car without even dropping one.’!"!In the middle of saas-bahu & other TV shows, small things that people do should have an insert with this tone and a picture of the brass band.!

BRAND IDEA

PAN KA SWAD, GAZAB KI MITHAAS

monetize!

FILM 1 Opens on a politician – ugly, potbellied, slimy-looking – sitting in his house.!He’s flanked by two bodyguards with guns.!This is set somewhere in the hinterlands of rural India.!He’s negotiating with a masterji about the ‘going rates’ for school approvals.!"!As this is happening, we notice a 7-feet-tall giant, dressed up as the PanPasand candy, walk up behind him, and whack him on the back of the head.!The politician, suddenly does a U-Turn on the conversation.!He reluctantly gets up from where he was sitting, moves the cushions off the couch, and opens the base to reveal stacks of 1000-rupee notes.!He starts piling it onto the table.!He’s crying while he’s doing all of this, quite evidently against his wishes.!He points to the cash, and asks the masterji to start schools and provide free education. He offer him more cash, which he reveals is hidden under his tabela.!He even offers the masterji his bodyguard’s gun, saying it’s dark outside and there might be wild animals.!"!Cut to a product window !VO: Paan ka swaad, gazab (with special emphasis on the word gazab) ka mithaas."

FILM 2 Opens on a yacht off the coast of Mumbai.!!We see a suave arms dealer, lounging in his bath robe and sipping on champagne, with hot firang girls on either side.!!He’s visibly talking to the leader of an extremist organization, negotiating the rates of missiles, AK-47s, the works.!!Suddenly, the giant dressed as Pan Pasand walks up behind him, shoves the girl aside and whacks him hard at the back of his head.!!All of a sudden, the dealer stands up, and gives the terrorist leader a kick.!!We see that the terrorist leader rolls over into the sea.!!The arms dealer is suddenly patriotic, talking about how he could be a traitor to his own country. And crying as he’s doing it, again, obviously against his own will.!"Cut to a product window !VO: Paan ka swaad, gazab (with special emphasis on the word gazab) ka mithaas."!

FILM 3 Opens on the scene from the Mahabharata, where Dushasana is disrobing Draupadi.!!The same Pan Pasand giant appears from behind, and whacks him across the back of his head.!!He suddenly starts crying, and starts ‘returning’ the reams of sari to Draupadi, apologizing as he goes along.!!He even starts taking off his own clothes and gives it to Draupadi.!!Cut to a product window !VO: Paan ka swaad, gazab (with special emphasis on the word gazab) ka mithaas."!

OOH

OOH

OOH

RADIO INNOVATION

We could have random News Flash announcements on radio (it’s cheaper) where random politicians are announcing money / rice / computers for the poor. Government officials talking against bribery, etc.!!And the announcer butting in saying, Looks like he just got a taste of Pan Pasand’s ghazab ki mithaas.!

ENGAGEMENT People upload pics of people who need to be slapped by the Pan Pasand giant. #!Once uploaded, they get to choose from a wide variety of slaps – a giant hand, a lady’s hand, a monkey’s hand, a donkey’s, big, small, white, black, etc. ##Depending on the kind of slap, the sound effects will vary. ##These would come back as videos to be shared on social networks.!

BRAND POSITIONING

Mango mood for Mango people

monetize!

FILM 1 !!!

2-ji (2G), C-ji (CG – Commonwealth Games), Mr.Priyanka Gandhi-ji – we Indians are so nice that we even call our scams with respect.!VO: Mango Mood for Mango People. 50ps mein."

FILM 2 Nowadays, our scams are too complicated for the common man to understand. No wonder our current crop of politicians are Harvard and Wharton educated!!!VO: Mango Mood for Mango People. 50ps mein.!

FILM 3 !!!

Potholes are so much a part of our social milieu, that the government’s sanctioning a census for it.!VO: Mango Mood for Mango People. 50ps mein.!

FILM 4 Sachin’s has no record left to break. #Now, the sports page is filled with his hair and wardrobe achievements.!VO: Mango Mood for Mango People. 50ps mein.!

FILM 5 More than ethics and honesty, what our politicians need most is a sense of humour.!So that cartoonists can stay out of jail.!VO: Mango Mood for Mango People. 50ps mein.!#!

OOH

NEW MEDIA MANGO MAN!COMICS!!!!!MANGO MAN!MERCHANDISE!!

Aam aadmi or Mango man, put him in random situations, and he comments on politicial / social / economic situations.!So, people look at it like a cartoon strip rather than an ad.!Do an entire take on whatever's currently happening.!

SOCIAL ENGAGEMENT

FB VOICE:!MANGO MAN VIDEOS WILL BE MUTE!ON FB, YOU CAN RECORD YOUR VOICE AND MAKE THE VIDEO YOUR’S !

PACKAGING DRIVEN LOYALTY - COLLECTIBLES

ASSORTED CANDY AS GIFT BOXES ON

OCCASIONS!

ONE DESIGN MADE IN 1 BATCH!

MAKING PEOPLE COLLECT THEM

VM

THE FUTURE

PRODUCT !INNOVATION

HOW CONSUMERS SEE YOU

THE POSSIBILITIES

TREND SPOTTING

As more and more people are switching to sugar free kind of solutions, there will be a INCREASING DEMAND for sugar free candy.!But over a 20 year period. ! And this will be governed by audience health awareness. Which is lower and a lesser concern in common man.

SUGAR FREE

PREMIUM

&THEN consulting