Took Pulse of the Market before Giving One to it

Code : MM0073

Year :

Industry : Fast moving consumer goods

Region : India

Teaching Note:Available

Structured Assignment :Not Available

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ABOUT THE COMPANY: Bansal came to know that the Dharampal Satyapal (DS) Group, which owned the popular chewing tobacco brand in India named Rajnigandha, was also famous for its range of mouth fresheners. The range included BABA Elaichi (Silver Coated Cardamom Seeds) and PassPass (Cool Sweet Funnel). PassPass, which the DS Group came up with in the year 1999, had a range in cool sweet fennel called saunf in Hindi. It was also a sensational product in the Indian market but it faded over time with growing competition. However, the introduction of Pulse candy in the market gave PassPass a new lease of life. The brand also came up with “PassPass Chingles”, a mini chewing gum, before Pulse in the market...

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PULSE CANDY STORY Bansal learnt that during its research the Dharampal Satyapal Group had seen that only some brands were present in the market and they were associated with a particular flavor from the beginning till the end..

SCENARIO Before analyzing the data, Bansal thought that it would be worthwhile to get to know the context in which the candy was launched. Thus, he started collecting data on it. According to his research, the candy industry in India did not really have loyal customers in the market and so, if anyone had anything better and different, it would be very easy for them to create a space in the market. ..

THE WEEK BEFORE D-DAY Bansal was slightly anxious a week before his final presentation of the internship. This was primarily because all of a sudden, he realized that the presentation day was just around the corner and he needed to complete his preparation for it within a few days. .


Exhibit I: Advertisement Tactics of Pulse Candy

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