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

Code : MM0071

Year :

Industry : FMCG

Region : India

Teaching Note:Not Available

Structured Assignment :Available

Buy This Case Study

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.

For Case Books Click Here >>

For Case eBooks Click Here >>

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 >>

    Recently Bought Case Studies

      Recently Bought Case Studies

  • IBS CDC Case Studies

    Corporate Governance and Business Ethics Marketing Strategies Economics Entrepreneurship
    Finance, Accounting and Control Human Resource Management (HRM)/Organizational Behaviour Innovation and New Product Development International Trade and Finance
    Leadership Marketing Operations and Project Management Retailing
    Strategy Social Networking China related case studies India related case studies
    Women Executives/CEO's case studies Manufacturing Services General Business
    Business Law, Corporate Governence & Ethics Conglomerates Free Case Studies Case studies in Other Languages

    ICMR India Case Studies

    Business Environment Business Ethics Business Reports Business Strategy
    Corporate Governance Economics Enterprise Risk Management Finance
    HRM Innovation Insurance IT and Systems
    Leadership and Entrepreneurship Marketing Miscellaneous Operations
    Project Management Short Case Studies Cases in other Languages Free Case Studies

    Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501 504, Andhra Pradesh, INDIA.
    Mob: +91- 9640901313, Phone: +91 - 08417 - 236672, Fax : + 91 - 08417 - 236674

    ©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap