PRESENTATIONPRESENTATION

PRODUCT NAMEPRODUCT NAMEHAPPYDENT WHITE HAPPYDENT WHITE

PRODUCT TYPEPRODUCT TYPECHEWING GUMCHEWING GUM

• PRESENTED BYPRESENTED BYPRAKASH SHARMAPRAKASH SHARMAMBA/ PGDM, 2MBA/ PGDM, 2NDND SEM. SEM.IMM, NEW DELHIIMM, NEW DELHI

INDIAN CONFECTIONERY INDIAN CONFECTIONERY MARKETMARKET

• RAPIDLY GOING ONRAPIDLY GOING ON• INCREASING CONSUMER OF DIFFERENT INCREASING CONSUMER OF DIFFERENT

CATEGORIES AND AGE GROUP CATEGORIES AND AGE GROUP • COMPETETION INCREASINGCOMPETETION INCREASING• NEW COMPNIES ARE PARTICIPATING AND NEW COMPNIES ARE PARTICIPATING AND

INVESTMENT INCREASINGINVESTMENT INCREASING• MEDIA PARTICIPATIONMEDIA PARTICIPATION• INTRODUCING NEW PRODUCT REGULARLYINTRODUCING NEW PRODUCT REGULARLY• MARKET SHARE INCREASINGMARKET SHARE INCREASING

Structure of Indian Confectionery Market

Category Mkt Size in tns Mkt Share Mkt size-Rs

Chewing Gum 3350 44% 8.37 Lac

Bubble Gum 14000 22% 35 LacCandies & Toffees 68000 18% 170 LacBreath Fresheners 7000 16% 17.5 LacTOTAL 92350 100% 230.87

Lac

Market Market SegmentationsSegmentations

Geographic Segmentations:Geographic Segmentations: a) a) RegionRegion: East, West, north & South.: East, West, north & South. b) b) AreaArea: Metro cities, Urban, Semi urban: Metro cities, Urban, Semi urbanTarget consumer:Target consumer: a) a) GenderGender: Male, Female.: Male, Female.. b) . b) Age:Age: From 17 years – 35years From 17 years – 35years

Target consumer, who are cared Target consumer, who are cared about their appearance , about their appearance , specially youth who wana specially youth who wana look extraordinarylook extraordinary

ROLE OF ADVERTISMENT IN ROLE OF ADVERTISMENT IN LOWINVOLVEMENT PRODUCTLOWINVOLVEMENT PRODUCT

• TO MODIFIEING AN EXISTING BRANDTO MODIFIEING AN EXISTING BRAND

• POPULARITYPOPULARITY

• CREATING A UNIQUE CHARACTER FOR THE CREATING A UNIQUE CHARACTER FOR THE BRANDBRAND

• DIFFRENCIABILITYDIFFRENCIABILITY

• KEEP PLACE ALWAYS IN CONSUMER’S MINDKEEP PLACE ALWAYS IN CONSUMER’S MIND

LIKE JAGMAGALE MUSKURALELIKE JAGMAGALE MUSKURALE

(HAPPY DENT)(HAPPY DENT)

ORBIT SEEN AS A THREATORBIT SEEN AS A THREAT

►WORLD’S LARGEST INTERNATIONAL WORLD’S LARGEST INTERNATIONAL CHEWING GUM BRANDCHEWING GUM BRAND

►SUBSTITUTESUBSTITUTE►GOOD BRAND IMAGEGOOD BRAND IMAGE►SAME CATEGORYSAME CATEGORY►GREAT INVESTMENT IN ADVERTISMENT GREAT INVESTMENT IN ADVERTISMENT ►HUGE BTL INPUTSHUGE BTL INPUTS

COMMUNICATION CHANNELSCOMMUNICATION CHANNELS

►TVCTVC►RADIORADIO►FMFM►DIRECT MALEDIRECT MALE►ONLINE EVENTSONLINE EVENTS►SAMPLINGSAMPLINGTURN ON LIGHT WITHOUT TURN ON TURN ON LIGHT WITHOUT TURN ON

POWER ”SPARKLING SMILE”POWER ”SPARKLING SMILE”

Huge success of campaignHuge success of campaign

►Due to good advertisementDue to good advertisement►Due to different packaging Due to different packaging ►Stylish Stylish ►Different ideaDifferent idea►Direct contact with Huge investment Direct contact with Huge investment

on advertisingson advertisings

ORBIT STRATEGY

CREATE MORE METHODS OF ADVERTISEMENT LIKE:SPONSER THE COLLEGE FESTIVAL.SPONSER THE YOUTH FESTIVAL.OPEN ORBIT CHATING WEBSITE.

VISIT EACH & EVERY RETAILOR IN THE COUNTRY.

INCREASE THEIR QUANTITY IN PACKET.

HAPPYDENT MARKET HAPPYDENT MARKET LEADERSHIPLEADERSHIP

• SPEND MORE NET SALES ON ADVERTISING.• FOCUS ON EXTENSIVE DISTRIBUTON SUPPORT.• PROMOTE MORE FLAVOUR & ALSO, IN DIFFERENT

COLOR.• INCREASE THEIR QUANTITY.• INCREASE THEIR TARGET CUSTOMER (CONC. ON

T.A)• ON GROUND EVENTS

THANK YOUTHANK YOU