ORBIT

Swetha S (29) | Devika Gupta (93)

Advertising MBA | SIMC 2010
Orbit chabao, Health banao
About the Market
 An attractive market
The confectionery market
has grown steadily over
the past five years at a
rate of 5% (compound
annual growth rate)

Growth in developed
markets, which represent
around 60% of the total
by value, has been at
around 3% p.a. whereas
growth in emerging
markets, the remaining
40%, has been strong at
around 10% p.a.

Source: http://images.google.co.in/imgres?imgurl=http://cadburyar2008.production.investis.com/en/strategic-review/world-confectionery/~/media/Images/C/cadbury-ar-2008/Images/content/mkt-growth-
rates.ashx%3Fw%3D450%26h%3D355%26as%3D1&imgrefurl=http://cadburyar2008.production.investis.com/en/strategic-review/world-confectionery/cadbury-
markets.aspx&usg=__0yJGxogaOLebFfnQHhz8BBRHIG8=&h=355&w=450&sz=29&hl=en&start=39&sig2=xYEpOeA46vxd8cmxwQdNjw&tbnid=R5WNnXYkVgrrJM:&tbnh=100&tbnw=127&prev=/images%3Fq%3Dconfectionery
%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D36&ei=BTtfS7LCHZaXkQXU-8G0DA
 Global Confectionery Market Category Share: US Dollar Value

Global confectionery market is the world’s fourth largest packaged food market it is 9% of
that market. Retail value of US$141 billion.

Source: http://images.google.co.in/imgres?imgurl=http://content.edgar-online.com/edgar_conv_img/2008/04/10/0001156973-08-000420_U55102U5510231.GIF&imgrefurl=http://google.brand.edgar-
online.com/EFX_dll/EDGARpro.dll%3FFetchFilingHtmlSection1%3FSectionID%3D5859162-12415-
515043%26SessionID%3D7rCiWSCK0t83827&usg=__xqBET1rp6EfhzH8AASx_aLruWFo=&h=211&w=317&sz=6&hl=en&start=62&sig2=cT32pRTZgH5YdbzyhRSGIQ&tbnid=rbNFUWx6W4LeGM:&tbnh=79&tbnw=118&pre
v=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54&ei=ETtfS9jtKoygkQXLktWyDA
 Global Confectionery Market Category Share: US Dollar Value

Developed markets Emerging markets

Developed markets, account for around 67% of the global market grew by 3%.
Sugar-free gum market grew at around 8% per annum.

Source: http://images.google.co.in/imgres?imgurl=http://content.edgar-online.com/edgar_conv_img/2008/04/10/0001156973-08-000420_U55102U5510231.GIF&imgrefurl=http://google.brand.edgar-
online.com/EFX_dll/EDGARpro.dll%3FFetchFilingHtmlSection1%3FSectionID%3D5859162-12415-
515043%26SessionID%3D7rCiWSCK0t83827&usg=__xqBET1rp6EfhzH8AASx_aLruWFo=&h=211&w=317&sz=6&hl=en&start=62&sig2=cT32pRTZgH5YdbzyhRSGIQ&tbnid=rbNFUWx6W4LeGM:&tbnh=79&tbnw=118&pre
v=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54&ei=ETtfS9jtKoygkQXLktWyDA
Category : Confectionary
Chewing gum
Facts
International Sugar-free market

Market share

Spain leads 54%

Switzerland 49%

Medicated candy had started dominating the

Asian market in which China 40%

Highest growth in China 36%

12 $ billion gum market is growing at 3%

Sale of sugar-free gum growing at 15%
 Gum market in India

• Growth 20%
• Per capita consumption of gum 8 pieces/year
• Per capita consumption of gum in US 200 pieces/year
• Orbit closes at 10 million gum pieces everyday in India
• Size of India’s total gum category is around Rs 1,000 crore

Chewing gums 44%

Bubble gums 56%

*A C Neilson Report
Use of chewing gum or bubble gum
59% of adults
89% of teens
91% of children
73% of children prefer regular gum to sugarless

Average consumption per week

Adults 08 pieces
Teens 11 pieces
Children 04 pieces
- Confectionery market Rs 41 billion
- Volume turnover 223500
tonnes p.a.
- Urban areas 73%
- Rural markets 27%
- Hard boiled candy 18%
- Eclairs and Toffees 18%
- Gums & Mints & lozenges 13%
- Digestive Candies
& Lollipop 02%
- Overall industry growth 23%

Segment & sugar confectionery segment has

declining by 19%
 Indian Confectionary
Market

• India is primarily a mono pack market while the market worldwide is a

multi pack market.

• The trade is also significantly different with the global market relying
heavily on organised trade. In India retail outlets like paan shops, kirana
outlets result in the bulk of the sales and organised trade is still
insignificant in terms of sales.

• Functional products and sugar free confectionery dominate the worlwide

market while that trend is yet to pick up in India
Consumption behaviour

Female respondents who have use

gum or mints are significantly more likely than
their male counterparts to usually carry these
products with them.

When it comes to experimentation, it is seen that about half

of respondents who use gum and mints strongly agree
or agree that they really enjoy trying new flavours of gum
or mints

Only 60% prefer extremely bold flavours of mints and gum

Just 55% of younger respondents, those aged 18-24
like extremely bold flavours

Considering attributes of chewing gum, long-lasting flavour

is an attribute desired by almost nine in ten respondents
who use gum
Competition
 Happydent White by Perfetti
• Launched in India: 2001
• awarded the Indian Dental association (IDA) seal
• Sub-Brands: Happydent white and Protex Happydent white

Distribution:
Factory – C&FA – Distributor – Wholesaler/Retailer – Consumer
They have grown 25% in volume and 27% in value in the year 2002 over 2001.
 Them VS Us

Brand Packaging Price (Rs.)

Happydent White Bipack (one pillow pouch 1 & 10
with 2 dragees), Fliptop
Happydent Protex & Blister Pack, Pocket 5 & 30
Happydent White Xylit Bottle Pack
Wrigley’s Orbit Sachet, 6 Pellet Pack, 1, 5 & 30
Bottle
Happydent White ads
Happy dent white Smile please:
http://www.youtube.com/watch?v=FuYNahGFQ68

Happy dent white elephant shine teeth:

http://www.youtube.com/watch?v=mNYfXz1U3hk&featu
re=related

Happy dent white city light roshan roshan:

http://www.youtube.com/watch?v=HdesIbwOYAA

Happy dent white sweater:

http://www.youtube.com/watch?v=60dVify7zb0&feature
=related
Orbit so far…
 Phase I
Agency BBDO
Selling point White sparkling teeth
Consumer Insight Oral care
Tagline " Its working“
Jingle " Yellow Yellow Dirty
Fellow, White White
Orbit White"

USP of its ability to reduce the chances of tooth

decay by 40% . Positioned as a functional gum

Shows the gum working even on a cow

Use the protagonist Dr.Bhatawdekar

Link to the TVC:

http://www.youtube.com/watch?v=jDiNtKMqHG0&feature=related
http://www.youtube.com/watch?v=tcmc7tWPJu0&feature=related
http://www.youtube.com/watch?v=ntmskeD5lI4
 Phase II
Advertising agency BBDO
Selling point Being used by cricketing superstars
Marketing Proposition Tying up with cricket
Consumer Insight Cricket has a huge fan following in India
Communicated value Being cool accessory
 Phase III

Advertising agency BBDO

Selling point
Marketing proposition
Consumer Insight
Message communicated
Khaane ke baad
Dropping PH levels in the mouth after meals
Health consciousness and changing lifestyles
Launch of this chewing gum holds special
significance, as this leads to the danger
of teeth being susceptible to plaque acids,
which leads to manifold increase in
demineralization

Link to the TVC: http://www.youtube.com/watch?v=p_uNuGgmahs

 Phase IV
Agency BBDO
Selling Point Gleaming teeth
Tagline ' Everyday Magic with’
Proposition The big idea is that a sweet smile creates magic in one's
life; focusing on Smile

Link to the TVC: http://www.youtube.com/watch?v=CBlUWuvjwYE&feature=related

Phase V

Agency Mudra
Selling Point IDA certified
Proposition only gum to be
certified by IDA
Insight Prevents tooth related
problems

Link to the TVC:

http://www.youtube.com/watch?v=mb9tNk
L943w
Phase VI

Agency Mudra Communications

Selling point Role model Deepika
Padukone
as a health ambassador
Proposition To promote Orbit as a ‘dental
care specialist’
Tagline " It really Works “

Link to the TVC:

http://www.youtube.com/watch?v=PgFJvIqVEVs
Some International Ads

For Orbit whitening

Some International Ads

For Orbit whitening

Some International Ads

For Orbit kids

Some International Ads
Some International Ads
Some International Ads

For Orbit clean feeling

campaign
Some International Ads
Some International Ads
Some International Ads
Some International Ads: Khane ke baad | After any meal
Packaging
Blister pack
6 pieces
Rs.5/-

Bottle
Rs.30/-
 India follows western trade

Obesity hit the urban youth

• Diabetic population which will

i increase to 80 million people by 2030

Aspirers and seekers growing

Retail trade increasing - more demand for sugar-free
products
 People eat chewing gum for several
reasons

• Weight loss
• Freshness
• Health care
• Anti – smoking propellant
 Weight Loss
• Research from the University of Rhode Island shows :
– After subjects chewed gum in the morning, their calorie intake at
lunch was decreased by 68 calories
– Additionally, when subjects chewed gum with a natural pace before
and after eating, their energy expenditure increased and was higher
by approximately five percent, as compared to when they did not
chew gum.
• Research from the Pennington Biomedical Research Center
and Louisiana State University shows:
– Chewing gum significantly reduced afternoon snack intake by 40
calories.
– Gum chewers also reported that their energy levels were maintained
between lunch and an afternoon snack, and they were significantly
less drowsy than non-gum chewers.

*Wrigley’s research
 Health
• Emerging research shows that the act of chewing gum can increase blood
flow to the brain. In fact, studies have shown that blood flow to the brain
may increase by at least 25-40 percent when chewing gum.

• 67 percent of everyday athletes who chew gum indicate they do so before

their sporting event or competition to help relieve stress.

• 56 percent of college athletes who chew gum indicated that they chew
gum because in keeps them focused and 52 percent chew gum because it
increases their concentration.

• People's ability to learn, retain and retrieve information: gum chewers'

scores were 24 percent higher than the control group on tests involving
immediate word recall and 36 percent higher than controls on tests
involving delayed word recall.
*Wrigley’s research
Our Target Audience
Age: 18-35
Educated
Professional
Professional
Looks
Fashion
Conscious
beauty
Style
healthy
Social
eats out thrice a week
Strivers

Global Indian

Seekers
 chabao, Health banao
Fight the seven deadly sins
 Objective
To make ORBIT a healthy replacement to the habit of
munching and promote orbit as an easy way to lose
weight.

Current Perception: Oral Care

New perception: Overall fitness
 BIG IDEA
• We play on the fact that our TG likes to be fit and healthy, yet with the
kind of social life that they deal with, it’s difficult to do so.

• So we suggest Orbit chabao, health banao

• We will seek to play on the concept of the seven deadly sins with respect
to health and food, and get people to not indulge in gluttony or lust for
food etc rather chew chewing gums to kill the urge.

• Disruption occurs in the utility of the product.

• What better way to protect your teeth and lose weight!

 Consumer definitions of good health
Being trim/not
overweight
5%
Immunity to
illness/diseases
33% Physical fitness-
well toned
muscles, flexible
body
12%

Mentally alert
Energy/stamina 20%
to carry on
routine activities
without feeling
tired
30%

Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010

 What consumers do to stay healthy
Any food related
Going for preventive health check-ups 8
activity
taking vitamins, tonic, health supplements 17
Cutting down on smoking/liquor intake 19
99%
Regular exercise like walking, playing… 23
Reducing stress 31
Getting regular sleep 53
Eating less of fried items, sweets 41
Eating a well balanced nutritious diet 62
Eating more of home made food 67
Eating on time 71
Eating right quantities of food 72

Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010

 Where do we hit the consumer…
• We thus, target the consumer at places where he is likely to munch on
things or when he is likely to munch on things.

• Such as:
•Movie theatres (discard the
butter popcorn)
•At office (in between meals)
•At gyms
•While in transit (railways
stations, airports etc)
Concept: Seven Deadly Sins
• Gluttony: don’t eat more.
• Anger: if you’re angry quit the smoke
and the food, take a gum
• Greed: no more food
• Sloth: if you get lazy don’t munch on
that extra weight
• Envy: don’t envy a neighbour with a
good health, have good health of your
own
• Pride: be vain for a good body, it takes
all that chewing to get there
• Lust: get lusty for safe health not more
food.

• Basis these sins our campaign will focus

on avoiding munching to gain health
and remain healthy.
 Internet

Point of Out-of-
Purchase home
Medias
Used

Events Radio
 Internet
• Social media:
– Facebook: quizzes on which sin are you, how much orbit do you need to stay fit, what
does your eating pattern say about you .
– Games: tie-up with zapak or a facebook game, based on the common striker games
wherein people have to hit food and fat people using a striker which dispells orbit
chews.
– Fan page, orbit badges application

• Banner ads for the same concept

– Banner ads on “kill the urge” and “don’t be a sinner” concepts

• Ads on the landing page of websites

• Dedicated website for people to know more about the campaign

– Take an oath/pledge to stay fit
– Learn more about simpler ways to stay fit

• Create funny viral videos after the campaign kicks off and try to promote the same idea
 Out-of-home
• Hoardings/Bus shelters:
– Hire hoarding and bus shelters to build frequency about the campaign and have
• Helicopter:
– Showers of blessings: have helicopter drop orbit sachets in main metros on prime
locations such as malls etc.
• Piñatas:
• these are South American clay made hangings which when broken have things
inside something similar to a khoi bag that people have at birthday parties.
• There can be piñatas in the shape of fat or obese people which when hit break only
to drop a shower of orbit satchets.
• These can be placed in malls, corporate parks, colleges etc.
• Mascots/human hoardings:
– Get people to dress up as the seven sins and roam around malls, colleges etc
distributing sachets of orbit .
• Malls:
– Have cut outs and banners hanging at malls
 Event
• Anti obesity marathon:
– Date: 22nd May
– World obesity day
– Is an effective way to launch the
campaign
– Celebrate world obesity day by
conducting a marathon of joggers
or health conscious people to
pledge against extra
eating, munching etc.
– Orbit branding to be done there
using placards, signage's.
– Have the seven deadly sins
mascot move around with the
participants in the rally.
 Radio
• Radio jingles to promote the marathon.

• Also using radio promos to push the product by creating funny jingles all
based around the concept of the seven deadly.

• Get RJs to play quizzes with people and tell them which sin are they.

• Start an anti obesity radio jingle by Orbit

 Packaging
• Sachets:
– Each pack containing two chewing gums
– Rs.2
– 7 flavours for seven sins

• Blister pack
– Holograms at the back which have fluctuating
images of fat people and fit people.
 Point of purchase
• Vending Machines which dispense Rs.2 sachets of
Orbit.

• Create new stands for the blister packs and

bottles, wherein they are stacked in a way that
they form the belly of a fat man/woman. On top
of the stand there is a head of a person as well. As
the product keeps selling, i.e. the SKUs reduce
one is revealed a thin body below the stocks, to
show that the more you eat orbit the chances of
getting healthier increase.
 Distribution
• The vending machines to be placed at:

Gyms
Offices
Movie Theatres

Metro stations College canteens Airports

 Tie-ups
• Tie-ups with dieticians/gyms can be done in order to both promote their
brand and our product.

• The blister pack paper cover can be branded by health related

organisations, while the inside of the pack continues to have orbit details
on it. These blister packs can be distributed by the organisations at their
venues.

• Probable tie-ups:
– Talwalkars
– Gold gym

Branded blister pack of orbit

 References
• http://www.exchange4media.com/Brandspeak/brandspeak.asp?brand_id=30

• http://marketing-trends-india.blogspot.com/2009/08/happydent-backed-by-
happening-ads.html

• http://www.tribuneindia.com/2004/20040929/biz.htm

• http://www.afaqs.com/perl/digital/case_studies/index.html?id=39

• http://74.125.153.132/search?q=cache:V92ypMx7QREJ:www.imagesfood.com/im
ages/Research/Armed%2520to%2520the%2520teeth1.pdf+happydent+white+mar
ket+share+india&cd=7&hl=en&ct=clnk&gl=in

• http://www.icmrindia.org/business%20Updates/micro%20casestudies/Marketing/
MCMK0030.htm
Thank you