Brand visibility: Pulse vs Hajmola

8/16/2019 Brand visibility: Pulse vs Hajmola

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HERE IS THE NEW

SENSATION IN THEMARKET



The best way to describe it, is by breaking the Pulse

Journey into the mouth in 4 stages -

Stage I - Sensational Kacchaa Aam Flavor

Stage II - Slow emergence o the !owder "which ha!!ens

to be in between the candy# into your mouth

Stage III - Phenomenal burst o Amchur into your

mouth$

Stage IV - Sweet taste when you reach the end o the



What PULSE did on theirend to capture theirusers!!!

• The Rupee 1 Salty Sweet game

• The unique wrapper – The sudden entry o a new glowing

wrapper maes it stand out or" let#s say in customer#s term $%hoose at &rst sight!'

•

E(tensi)e research on *a)or – PULSE was conceptuali+ed in,-1. and launched in ,-1/!

0accha aam eaten with a mi(ture o salt and spices adds more*a)or to it The e(tra inclusion o spices did the tric!

• Surprise element – Eat" eat" eat23445!



EXCITING FEATS!!

The %andy has already crossed Rs /- crores in sales in thelast 6 months and is e(pected to cross Rs 1-- crores 7y the

end o 5arch! They produce around 300 - 400 tonnes o Pulse %andy e)ery

month

9lready eatured their presence in o)er :/-"--- retail outletsin the country!

They did ;ero 3udget mareting or their product!

%onsidering each o the < points" we come to a ascinatingquestion22

$=ow the =ELL did they do all o that without 5areting!!>>'



Word of mouth sends demand

soaring for Pulse candy





%ustomer Beed7ac

%ustomer 1

$ A &rst tasted it when one o my riends ga)e it to me and challenged me that A would lieit and 7oy did A lie it!!'

%ustomer ,$4ne day A went to a conectionery shop and ased or candies The shopeeper ased me

to try Pulse A ound it so addicti)e that A 7ought the whole 7o( E)en my amily ound itdelicious'

%ustomer .

$We CsmoersD are actually &nding PULSE as some ind o $odFpill'! We 7uy it in stocs!'

%ustomer <

$This is the best candy I ever tasted.It appears green and tastes like a raw mango.It feels like you

are eating an unripe mango. And after a while, the inner flavour will grip you marvellously.It

tastes like jaljeera and its combination along with the raw mango flavour will truely capture your

heart. It is the inner flavour within the candy that makes it so special. I would definitely

recommend it.”



%&e never e'!ected this demand$ Placement oPulse initially was to test the market$ &e also heard

o Pulse selling at a !remium$ &henever we receive

a re!ort o such activities, we immediately take

action$ "(ut# certain things are beyond our control,)

said Surana *P, +S rou!$



=9G54L9 4?ER?AEW

=aHmola %andy is a +ingy tangy candy thatIs un toha)e" any time o the day 9nd whatIs more" it getsyour digestive juices worig "etter

AtIs a great way to enHoy while staying healthy



..4 / +aburestablished

01. / 2aunch o3amolaTablet

0.0 / 2aunch o3amola5andy

677 / 2aunch o3amola

KacchaAam





Segmentation J Target

5aret

+emogra!hicsAge & Income

• andy! "ids b#w $%'years

• Tablets! All age andincome groups

eogra!hic(ural#)rban & ountry

• Tablets & Anardanafor rural markets

• andy! (ural & *emi)rban

#e$%vior0ind o users• RegularKLoyal

Users o a7ur



Positioning

“establish Hajmola as a hygienic, tasty and easy-to-consume post-mealdigestive”

& ‘Post meal necessity’

+ositioned as a healthy product on the basis of ingredients” % An

ayurvedic product% people-s implicit faith

+ositioned as a low !riced product affordable/

Initially positioned as a tablet for grown ups 0ith time positioned itself

as a more youthul !roduct, with launch of candies

1post%meal necessity- by tapping the roadside eateries



S&'T A%(ysis

Stregt$s

1Strong a7ur 7rand name,E(cellent 7randing and ad)ertising.E(cellent distri7ution and a)aila7ility

&e%esses 1Reducing 7rand presence in ur7an areas

'))ortuities

1Le)erage successul 7rand a7ur,9d)ertise more

.3uy out competition

T$re%ts1Threat rom other conectionary products"to@ees" local churan



%ompetitors



I Ter*s o+ ,e*%d %d

Su))(y

8n the market demand o !ulse is so high that it is able to meet only 97-17: o it

&e have done a survey o the market at dierent !laces, college street,

kasba,tollygunge, bowba;ar, raaba;ar to know more about the sales o !ulse and

hamola

&e have come to a conclusion that in terms o brand visibility, !ass !ass is a better

brand than +abur, when the !roduct is candy$ That is, P<2S= is giving high

com!etition to 3amola candy

<sually sellers !ush a !roduct which is new in the market, to s!read awareness o

that very !roduct$ (ut in this case, they do not have any sco!e to ado!t !ush

strategy$



5easures need to 7e taen



Potential 5arets



9ttracti)e pacaging

Sensi7le positioning and 9d)ertising

esign as per customer needs and )alue

Icre%sig #r%d %w%reess through airs andesti)als lie the 0um7h 5ela and haats J holdingreality shows

Promotional strategy M Bor ad)ertisingF cele7ritieslie 9mita7h 3achchan" 9Hay e)gan











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Brand visibility: Pulse vs Hajmola