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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Abstract: Mr. Abhilekh Jain (Jain), Brand Manager of BoomFresh, a Re. 1 chewing gum, was excited about the launch of another variant, BoomFresh Mint. He was wondering by how much the launch of the new variant would increase the sales of the brand and to what extent this would cannibalize the popular BoomFresh Strawberry Flavor gum. He also had competition on his mind and was thinking about the flexibility and maneuverability of selling a Re. 1 (1/60th of a dollar or 1.67 cents) product in India. The case gives a comprehensive view of the Indian gum market and provides the scope for discussion on the constraints of selling a Re. 1 gum in India with regard to product differentiation, unique distribution network, and promotion strategy and also the pricing constraints. Compounding the challenge is the issue of selling to an impulsive gum consumer.

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Pedagogical Objectives:

  • Understand the practical issues involved in a complex distribution system to reach every corner of a country of 1.30 billion people
  • Get an understanding of factors affecting retailer behavior in the FMCG market
  • Understand how a push or pull strategy for any FMCG product is created
  • See how the right consumer promotion strategy according to the consumer demographics is applied
  • Understand the methods used to capture the interest of an impulsive buyer


    Keywords : Impulsive consumer, Brand Manager, Push Strategy, Chewing Gum, Bubble Gum, Confectionary, Perfetti Wrigley India, distributors, sub–distributers, wholesalers, Retailers, Kirana store, Pull Strategy, Promotion, free samples, Posters, Turnover, Kids, Tattoos, Cannibalize, television advertisements

    Contents :
    » Indian Gum Market
    » Products
    » Distribution
    » Little Maneuverability
    » Promotion
    » Market Insight
    » On Mint Flavor
    » General Grievances


    Case Introduction >>


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