BUSINESS ENVIRONMENT & STRATEGIC ANALYSIS

PASS PASS CHINGLES

Presented By: Bharat Kulshrestha BBA + MBA(09-14) - A 26 A3923009008

INDUSTRY INTRODUCTION

The Indian confectionery market includes the following categories: Candies & Toffees Chocolates Breath Fresheners Chewing Gum/Bubble Gum Other Categories The entire confectionery market in India is a little over Rs 9000 crore. Chewing gum market is estimated to be a Rs. 1600 crore plus growing at 25%. The chewing gum market which constitutes 27 %of the total confectionary market is trailing behind sugar confectionery (44.2 per cent) and chocolate (28.6 per cent).

MAJOR PLAYERS IN INDUSTRY

Perfetti(30% Market Share) Big Babol, Centre Fresh, Happydent & center shock Cadbury India Pvt Ltd Bubbaloo Candico India Ltd Loco Poco, Jumbo Gumbo Wrigley India Pvt Ltd

CHINGLES - DHARAMPAL SATYAPAL GROUP (DS GROUP)

Rs. 2200 crore rapidly growing multi-diversified conglomerate that has a strong presence in sectors such as F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread, Dairy and Infrastructure.

Pass Pass, Rajnigandha - the non tobacco Pan Masala, Tansen, the connoisseurs choice, Catch Spring water, Catch flavoured water, Meetha Mazaa, Catch Spices, are some of the leading brands the group proudly shelters today.
DS Group has forayed into the growing confectionery market with the launch of Chingles chewing gum. The leading brand of DS Group, Pass-Pass shall now encompass a broader portfolio of confectionery with Pass Pass Chingles as the first offering followed by other innovative products.

INNOVATION

PACKAGING: Moving away from the traditional format for chewing gum, Chingles will be mini gums available in sachets and multi-use zipper pouches. Chingles gives the unique option of freshening mouth multiple times with a single pack. Chingles will be available at Rs 1 for a 2.52-gm sachet and for Rs 5 for a 10.8-gm zipper pouch. FLAVOURS: Chingles is a refreshing Mini chewing gum offering exciting flavours suited to the Indian taste namely Nimbu, Saunf and Mint. Nimbu This flavour generates positive excitement amongst consumers and refreshes instantly. Saunf - In India, saunf is traditionally used as Mukhwas an after meal digestive and mouth freshener. Until now no company has attempted use of this flavour in chewing gum category despite its natural mouth freshening ability. Mint - The most common and most selling flavour in the category, mint is a must-have as it is one of the flavours which has already been accepted by the consumers and would be a rider for other flavours.

PACKAGING

FLAVOURS

TARGET MARKET AND POSITIONING

The brand has been positioned on the element of fun and that is what Chingles communication strategy builds on. Pass Pass, the umbrella brand is based on the platform of togetherness and friendship.

Advertising agency Dentsu has the creative mandate for Chingles. Target Market The young consumers preferences are evolving and this product is designed to provide choices, with new format and innovative flavours.

PROMOTION AND ADVERTISING

TAGLINE : Aaj lee kya?

It will be promoted through above-the-line and below-the-line activities comprising advertising on television, radio, digital medium, social networking sites and via various consumer promotion activities in colleges, malls and at marketplace, youth-centric events, innovative point of purchase at the retail level.
The company test-marketed Chingles in Nagpur, Pune, Chandrapur in Maharastra, Noida and Jaipur and has lined up a high profile marketing campaign to support the launch. DISTRIBUTION: The distribution will be done through DS Group strong channel network ranging from a pan wala to the modern retail.

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