Pass Pass Pulse Candy – The Success Story

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You never know which step of your will change your destiny, Pulse candy has been the same step for DS Group (Dharmpal Satyapal Group). Pulse was launched in 2015 and with its launch it caught the attention of every segment of the society, and thus it gave a serious headache to many marketers. Candy industry lacks loyalty of the customers and this industry has behavior of impulsive purchase. But Pulse was the exception in this case, many people got addicted to it and it was purchased on premium.
In an industry where brand loyalty is not seen Pulse candy changed the total concept and perception of people. This can be seen from the fact that the brand generated revenue of Rs. 100 Crores in the first eight months of its launch.
Lets focus on some of the Key Facts of The Pulse Candy:
• It is a Dharmpal Satyapal Group product, popularly known as DS Group, who are also the makers of the Rajnigandha, Catch Spices and Pass Pass mouth freshners.
• The product was initially released in three state namely Rajasthan, Gujrat and Delhi.
• It earned revenue of Rs 100 Crore in first eight months and equaled the record of Coke Zero.
• Company spent two years for R&D of the product, as it was merely a concept in 2013 and the after 2yrs of research and development was launched in early 2015.
• Company didn’t spent any amount on the advertisement and promotion of Pass Pass Pulse Candy, it gained its popularity by Word of Mouth Publicity.
• In its beginning stage, the company couldn’t meet the demand of its customer and was just able to meet only 60-70% of the explosive demand, and so people were ready even to pay premium for it.
• Looking at the success of its Kachha Aam flavor company launched its second flavor Guava Flavor with a tangy twist.
• There are other candies in this segment like Parle’s Golgappa, Perfetti’s Alpenliebe Fruitfillz (Mango and Orange)
Success factors for Pulse Candy –
• Strong Distribution Channel: Distribution channel plays a vital role in development of any FMCG product. If the product’s reach and visibility to the customer is high then its chances of being accepted is also high. And as we know DS Group already has a strong distribution channel due to its product like Rajnigandha (70% market share) and Pass Pass, Pulse is available from a Kirana store to a small bettle shop, from urban to rural area.
• Money Valuation: Although we may find many leading firms selling candies at half price (Re. 0.5) what Pulse is charging (Re 1), but Pulse has justified its pricing strategy by increasing the weight to 4gm where the industry standard is 2.5gm. The taste which it provided was dual (sweet and sour), all this made sure people value for the money.
• Right Product: DS Group came up with a perfect product after extensive R&D. Company found that Raw mango or Kachha Aam is consumed by all age groups in India as a result it will maximize the chances of its success. The USP of this product was the element of surprise which was added to the candy which changes its taste from sweet to sour.
• Attractive packaging: In candy industry most purchases are made impulsively and lacks brand loyalty, hence packaging plays an important role in attracting customers. The bright color packaging of Pulse not only ensured its visibility but also forced customers to try the candy at least once.
• Word of Mouth Publicity: It is one of the most cost efficient and effective way of promoting any product. As said before DS Group didn’t spend any cost on its advertising, whatever promotion Pulse got was due to word of mouth publicity.
Earning 100crores in the first eight months of launching that too without spending cost on advertising and promotion. Some people may find this an unimaginable task that too for a candy of price Re.1. But Pulse has also proved that with extensive R&D anything is possible in the field of marketing and that if your product is great you don’t need to advertise for it.

Abhinav Sinha
ICFAI University Jharkahnd

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