Final Svs
Final Svs
Final Svs
Introduction
Today a good three and a half decades later the name Carton
United stands for a commitment to quality confectionary
products. It is the sign of trust that our customers place in our
product.
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The only fact that is holding back companies in the last few
years is that the confectionery market in India is complicated
and has a very low penetration level. Where factors such as
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Even though the unorganized sector is faring well it’s the big
brands who are making all the noises in the market. With
brand building being one of the primary concern to the
companies as more and more consumers even form the rural
market are shifting towards the organized and famous brand.
Some of the big fisheries in the market are
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Perfetti
The Company is a big giant and has a merger with van melle.
It has 11 brands in India, of which three are from van melle
and the rest from perfetti. The van-melle brands are marbles,
mentos and fruit tella. They are the leaders because of
continuous innovations, new products, new variants and new
promotions. They are the highest spenders in advertising.
WRIGLEYS:
One of the worlds most renowned brands in the chewing gum
& bubble gum market with addition of Joyco brands.Wrigleys
have been able to add complementary confectionary products
to their portfolio & take advantage of their rhobust sales force.
Wrigley gum sales in India accounted for only about 3.5% of
the market. The acquisition boosted combined confectionary
sales to approximately 35%
WRIGLEY’S BRANDS
1. Pim Pom
2. Boomer
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3. Solano
4. Orbit(Sugar free)
5. Lo-Ta Bubble gum
CADBURY’S:
Cadbury India, The vunerable choclate & confectionaries
major in India is also eyeing the chewing gum market India &
is also bringing in some brands from WARNER LAMBERT’s
has launched HALLS, CHLORETS, CHICKLETS, ECLAIRS
which has stated to do well in the market.
CADBURY’S:
1. HALLS
2. CHLORETS
3. CHICKLETS
4. ECLAIRS
The Chewing gum & the lollypop market was hardly there a
decade ago. This market is not yet completely competitively
strong so there is scope for the new entrant to make a mark.
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This category is more profitable & has less players who are
there currently in the market are topping in the charts the
chewing gum market was 5000 tonnes in 1997-1998 & it is
more than 20000 tonnes now.
The reason for lack of big brands might also have been the
excise duty which was doubled to 16% from 8% but now it’s
reverted back so the scope to enter is ready.
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WHY CONFECTIONARIES?
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CONSUMER CONTEXT:
A lot has changed in the confectionary market just of late as
consumers of today are demanding for more & more quality
products & innovation is what the doctor orders for. It is also
very important to be cost effective. So the fact still remains
that the basic Psyche of the Indian Consumer has changed &
he/she is looking for a stylish product which can be a good
value for money brand.
Having defined the competitive frame work, the next task
undertaken is analysing consumer in the market & the
outcomes were:
Brand does matter.
Consumer sees the innovative product
Affordable & simplified price point.
Power of media makes a statement.
Taste is a very important parameter.
Packaging & adverting should be creative & innovative.
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STRATEGIC APPROACH:
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Targeting:
A set of buyers sharing common needs or characteristics that
the company decides to serve. After evaluating the different
segments for the product Cranky -“chew with attitude”. The
target customers are as follows:
Geographic (density)
Urban and suburban:
The potential customers for our product will be available in
these areas as it is mainly divided on the basis of population
as people here get attracted to lifestyle products and have a
special liking towards confectionaries such as chewing gum
and lollypop. As our product is new and trendy the
consumers of this segment will definitely try it out. Research
also suggests that confectionary mark though with lot of
brands has a long way to go and the best years are yet to come
and the major potential is in this area.
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Demographic
Age 18–25 Yrs
This segment of the age group is mainly college students who
are open towards new products and are aware of the news
products entering into the market. The lifestyle of this segment
is configured by studies, surfing, they are heavy mobile users,
outgoing and have a positive attitude towards life.
This segment also has the highest exposure to market trends
and technology. They have a positive attitude towards new
product in the market and free to try the product. Hence a
product with innovativeness, different taste and packaging will
always grab attention and act as an easy entrance into the
market.
Life style:
Metro Sexual:
Our products are for those people who are style conscious and
out going people. People who want to try out new things and
people who are more social and are not introverts. We also
intend to target the people who like to carry their cool attitude
everywhere. As we clearly say it makes you cool when one
uses the product
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POSITIONING:
The way the product is placed in the minds of the
consumers is known as positioning.
The baseline
“Go Crazy!” meaning enough of the usual life its time to
take a break and take your senses to a different world.
We prefer to go with a baseline which goes perfectly with
the brand name and something which hooks into the
minds of the consumers and keeps them reminding about
the product.
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PRODUCT
CRANKY is a chewing gum with a unique feature of poppers
lying beneath it. Basically it is a refreshing agent with
poppers.
Cranky would be described into categories as follows:
Manufacturing process
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CORE PRODUCT:
The core product is the chewing gum. It is a refreshing agent.
BRAND NAME:
The brand name coined is CRANKY, Go Crazy!
Launch:
We would be running a ramp in the happening areas such as
commercial streets, college streets in the major metropolitan
cities with models chewing the gum while walking on the ramp
which will be a teaser because at the end of the show all the
models will come together and give a message stating that
“watch out for the next time” which will increase curiosity
among people. The next time the models carry out the same
activity but at the end they come and start giving out free
samples of our product.
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ADVERTISING STRATEGY:
Our products are new into the market with some innovative
features and are being positioned as trendy (cranky), as tasty
as never before (Tammy). Our advertising strategy also depicts
the same. We are using 360 degree approach for our
advertising.
The tone and manner will help associate the brand with the
Modern and urban lifestyle. The creative will be shot in such a
way that it gives product a trendy and new look.
Shock advertising:
This is the wacky way of advertising where in we would hire
some people, and they will be carrying our messages written
on their backs etc. This being a unique phenomenon would be
successful in drawing customers’ attention and would cost
minimal.
Petro – advertising:
We will be hiring space in the leading petrol bunks in the
metros for our displays.
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MEDIA STRATEGY:
Role of media:
To make a dramatic and high impact launch.
High visibility.
Push brand image by the media vehicles
Some of the media used will be
PRINT:
The form of media will be used both for teaser, descriptive ads
and to build a strong brand image.
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News Paper:
Times of India, Dainik jagran, Deccan Herald, Hindustan
Times, will be used. The company will give out 100cc & 200cc
depending upon the prints. Ten days before the launch the
ads will appear in all these dailies, so that our urban and semi
urban people caught.
Later the ads will appear in the same national dailies in their
life styles supplement which comes out on Sunday. This will
be a reminder of the public.
Magazines
To provide the brand with initial market visibility some of the
leading magazines in Entertainment will be used. This will
give the brand an image we desire. As the product has style
we will have ads in Sports Star, Film fare, due to its high
circulation India Today will be used. The ads before the
launch will be teaser ads and which would convey the message
of Carton United entering into the confectionary market.
It will introduce Cranky to Indian publics as trendy and
stylish confectionaries. Later the ads will bring out the
product specifications. The ads in these will be lot more
descriptive with the innovative features highlighted. The ads
will be full page and will appear where the top stories feature
as and when the need arises.
Electronic Media:
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TELEVISION:
Sound site and motion will just be perfect choice for our
campaign. The TVC will feature on channels that have lot
urban and semi urban viewer ship. In keeping of the brand
image and TV format into consideration our ads will feature on
Entertainment, sports, music channels. The TV channels are
Ten Sports, ESPN Star sports, Channel V & MTV
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MTV:
Cranky & Tammy is for style & new look. Style can be best
associated with MTV style check. Thus we will be associated
with the show and thus gain maximum visibility with the
image of style.
RADIO:
Strategy: “Pulsing this is the most suitable strategy as this
will be looked upon as a supportive medium to television and
will share a equal role as print media.
We could feature our ads as per the plan on radio mirchi,
radio city which are the major radio stations.
Public Relations
At Carton United we believe that this form of publicity is best
suited for confectionary. Pre-launch excitement and buzz will
be created by a fill blown public relations program. Media
coverage on our 360 degree approach, process & people
behind Cranky. Public Relations will also be the first tool used
for the launch of Cranky. The coverage of the launch will be
massive with more than 12 stories and 3 cover stories in all
sorts of vehicle. Some of the stories covered will be on:
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Magazines
Film fare
India Today
Femina
Brand Reporter
Pitch
Television:
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Press Release:
The four metros in India will be taken as the base and all the
media people will be called.
Pamphlets about the products will be distributed parallel to
this test samples will be given.
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MEDIA PLAN
MAGAZINES
Star dust:
Date Size Rate (Rs.)
1st Issue aug4 1 page 10,000
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INDIA TODAY
Date Size Rate (Rs)
Aug 4 1 full page 65,000
Sep 11 1 full page 65,000
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Total 7,80,000
Newspaper
Times of India
Date Size Rate
Aug 1 100 CC 1,20,000
Aug 7 100 CC 1,20,000
Aug 12 100 CC 1,20,000
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Total 12,00,000
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Outdoor:
Bill boards and hoardings:
Locations No. of Period Size Rate per Total
Hoardings hoarding amount
Television:
Channel Rate/slot Number Number Amount.
of of days
ads/day
Mumbai
local
channel
Televisions
at Railway
station
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Radio
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