HERE IS THE NEW

SENSATION IN THE
MARKET

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 of the powder (which happens
to be in between the candy) into your mouth
Stage III - Phenomenal burst of Amchur into your
mouth.
Stage IV - Sweet taste when you reach the end of the

What PULSE did on their

end to capture their
users!!!

The Rupee 1 Salty Sweet game

The unique wrapper The sudden entry of a new glowing

wrapper makes it stand out or, lets say in customers term
Choose at first sight!

Extensive research on flavor PULSE was conceptualized in

2013 and launched in 2015!

Kaccha aam eaten with a mixture of salt and spices adds more
flavor to it. The extra inclusion of spices did the trick!

Surprise element Eat, eat, eat..BOOM!

EXCITING FEATS!!

The Candy has already crossed Rs. 50 crores in sales in the

last 6 months and is expected to cross Rs. 100 crores by the
end of March!

They produce around300 - 400tonnes of Pulse Candy every

month.

Already featured their presence in over 850,000 retail outlets

in the country!

They did Zero Budget marketing for their product!

Considering each of the 4 points, we come to a fascinating

question.
How the HELL did they do all of that without Marketing!!??

Word of mouth sends demand

soaring for Pulse candy

Shop Keepers Point of View

Pulse is in demand and they have to keep

pulse candy in their shop.

They get higher profit margin from pulse

than they get from any other toffee. As a
result they want to sell more of pulse

The distributors initially did a large push on

pulse. Instead of asking for any other toffee
everytime,shopkeepers found it easy to take
pulse from the distributors.

Customer Feedback

Customer 1

I first tasted it when one of my friends gave it to me and challenged me that I would like
it and boy did I like it!!

Customer 2

One day I went to a confectionery shop and asked for candies. The shopkeeper asked me
to try Pulse. I found it so addictive that I bought the whole box. Even my family found it
delicious.

Customer 3

We (smokers) are actually finding PULSE as some kind of God-pill! We buy it in stocks!

Customer 4

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.

We never expected this demand. Placement of

Pulse initially was to test the market. We also heard
of Pulse selling at a premium. Whenever we receive
a report of such activities, we immediately take
action. (But) certain things are beyond our control,
said Surana VP, DS Group.

HAJMOLA OVERVIEW
Hajmola Candy is a zingy tangy candy that's fun to
have,any time of the day. And what's more, itgets
yourdigestive juices working better.
It's a great way to enjoy while staying healthy

1884
Dabur
establishe
d

1978
Launch of
Hajmola
Tablet

1989
Launch of
Hajmola
Candy

2010
Launch of
Hajmola
Kaccha
Aam

Segmentation & Target

Market

Demographics
Age & Income
Candy: Kids b/w 4-12
years
Tablets: All age and
income groups

Geographic
Behavior
Rural/Urban & Country
Kind of users
Tablets & Anardana
for rural markets
Regular/Loyal
Candy: Rural & Semi
Users of Dabur
Urban

Positioning

establish Hajmola as a hygienic, tasty and easy-to-consume post-meal

digestive
& Post meal necessity

Positioned

as a healthy product on the basis of ingredients - An

ayurvedic product- peoples implicit faith

Positioned
Initially

as a low priced product (affordable)

positioned as a tablet for grown ups

With time positioned itself

as a more youthful product, with launch of candies

post-meal

necessity by tapping the roadside eateries

SWOT Analysis

Strengths

1.Strong Dabur brand name

2.Excellent branding and advertising
3.Excellent distribution and availability

Weaknesses

1.Reducing brand presence in urban areas

Opportunities

1.Leverage successful brand Dabur

2.Advertise more
3.Buy out competition

Threats

1.Threat from other confectionary products,

toffees, local churan

Competitors

In Terms of Demand and

Supply

In the market demand of pulse is so high that it is able to meet only 60-70% of it

We have done a survey of the market at different places, college street,

kasba,tollygunge, bowbazar, rajabazar to know more about the sales of pulse and
hajmola

We have come to a conclusion that in terms of brand visibility, pass pass is a better
brand than Dabur, when the product is candy. That is, PULSE is giving high
competition to Hajmola candy

Usually sellers push a product which is new in the market, to spread awareness of
that very product. But in this case, they do not have any scope to adopt push
strategy.

Measures need to be taken

Potential Markets

Attractive packaging

Sensible positioning and Advertising

Design as per customer needs and value

Increasing Brand awareness through fairs and

festivals like the Kumbh Mela and haats & holding
reality shows

Promotional strategy : For advertising- celebrities

like Amitabh Bachchan, Ajay Devgan