Impulsive Chewing Gum Consumer: Pushing a Re. 1 Product in Indian FMCG Market

Code : MM0071

Year :
2013

Industry : FMCG

Region : India

Teaching Note:Not Available

Structured Assignment :Available

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Introduction: Mr. Abhilekh Jain (Jain), Brand Manager of BoomFresh, a bubble gum that cost Re.1, was excited about the launch of another variant of his brand, BoomFresh Mint. He wondered by how much the launch of the new variant would increase the sales of the brand and to what extent it would cannibalize the popular BoomFresh Strawberry flavor gum. He also had competition on his mind and thought about the flexibility and maneuverability of selling a Re. 1 (1/60th of a dollar or 1.67 cents) product in India.

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