ORBIT

Swetha S (29) | Devika Gupta (93)

Advertising MBA | SIMC 2010

Orbit chabao, Health banao

About the Market

An attractive market

Source: http://images.google.co.in/imgres?imgurl=http://cadburyar2008.production.investis.com/en/strategic-review/world-confectionery/~/media/Images/C/cadbury-ar-2008/Images/content/mkt-growth-

rates.ashx%3Fw%3D450%26h%3D355%26as%3D1&imgrefurl=http://cadburyar2008.production.investis.com/en/strategic-review/world-confectionery/cadbury-markets.aspx&usg=__0yJGxogaOLebFfnQHhz8BBRHIG8=&h=355&w=450&sz=29&hl=en&start=39&sig2=xYEpOeA46vxd8cmxwQdNjw&tbnid=R5WNnXYkVgrrJM:&tbnh=100&tbnw=127&prev=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D36&ei=BTtfS7LCHZaXkQXU-8G0DA

The confectionery markethas grown steadily overthe past five years at arate of 5% (compoundannual growth rate)

Growth in developedmarkets, which representaround 60% of the totalby value, has been ataround 3% p.a. whereasgrowth in emergingmarkets, the remaining40%, has been strong ataround 10% p.a.

Global Confectionery Market Category Share: US Dollar Value

Source: http://images.google.co.in/imgres?imgurl=http://content.edgar-online.com/edgar_conv_img/2008/04/10/0001156973-08-000420_U55102U5510231.GIF&imgrefurl=http://google.brand.edgar-

online.com/EFX_dll/EDGARpro.dll%3FFetchFilingHtmlSection1%3FSectionID%3D5859162-12415-515043%26SessionID%3D7rCiWSCK0t83827&usg=__xqBET1rp6EfhzH8AASx_aLruWFo=&h=211&w=317&sz=6&hl=en&start=62&sig2=cT32pRTZgH5YdbzyhRSGIQ&tbnid=rbNFUWx6W4LeGM:&tbnh=79&tbnw=118&prev=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54&ei=ETtfS9jtKoygkQXLktWyDA

Global confectionery market is the world’s fourth largest packaged food market it is 9% ofthat market. Retail value of US$141 billion.

Global Confectionery Market Category Share: US Dollar Value

Source: http://images.google.co.in/imgres?imgurl=http://content.edgar-online.com/edgar_conv_img/2008/04/10/0001156973-08-000420_U55102U5510231.GIF&imgrefurl=http://google.brand.edgar-

online.com/EFX_dll/EDGARpro.dll%3FFetchFilingHtmlSection1%3FSectionID%3D5859162-12415-515043%26SessionID%3D7rCiWSCK0t83827&usg=__xqBET1rp6EfhzH8AASx_aLruWFo=&h=211&w=317&sz=6&hl=en&start=62&sig2=cT32pRTZgH5YdbzyhRSGIQ&tbnid=rbNFUWx6W4LeGM:&tbnh=79&tbnw=118&prev=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54&ei=ETtfS9jtKoygkQXLktWyDA

Developed markets, account for around 67% of the global market grew by 3%.

Sugar-free gum market grew at around 8% per annum.

Developed markets Emerging markets

Category : Confectionary

Chewing gum

Facts

International Sugar-free market

Market share

Spain leads 54%

Switzerland 49%

Medicated candy had started dominating the Asian market in which China 40%

Highest growth in China 36%

12 $ billion gum market is growing at 3%

Sale of sugar-free gum growing at 15%

Gum market in India

• Growth 20%

• Per capita consumption of gum 8 pieces/year

• Per capita consumption of gum in US 200 pieces/year

• Orbit closes at 10 million gum pieces everyday in India

• Size of India’s total gum category is around Rs 1,000 crore

Chewing gums 44%

Bubble gums 56%

*A C Neilson Report

Use of chewing gum or bubble gum

59% of adults

89% of teens

91% of children

73% of children prefer regular gum to sugarless

Average consumption per week

Adults 08 pieces

Teens 11 pieces

Children 04 pieces

- Confectionery market Rs 41 billion

- Volume turnover 223500

tonnes p.a.

- Urban areas 73%

- Rural markets 27%

- Hard boiled candy 18%

- Eclairs and Toffees 18%

- Gums & Mints & lozenges 13%

- Digestive Candies

& Lollipop 02%

- Overall industry growth 23%

Segment & sugar confectionery segment has declining by 19%

Indian Confectionary Market

• India is primarily a mono pack market while the market worldwide is amulti pack market.

• The trade is also significantly different with the global market relyingheavily on organised trade. In India retail outlets like paan shops, kiranaoutlets result in the bulk of the sales and organised trade is stillinsignificant in terms of sales.

• Functional products and sugar free confectionery dominate the worlwidemarket while that trend is yet to pick up in India

Consumption behaviour

Female respondents who have usegum or mints are significantly more likely thantheir male counterparts to usually carry theseproducts with them.

When it comes to experimentation, it is seen that about halfof respondents who use gum and mints strongly agreeor agree that they really enjoy trying new flavours of gumor mints

Only 60% prefer extremely bold flavours of mints and gumJust 55% of younger respondents, those aged 18-24like extremely bold flavours

Considering attributes of chewing gum, long-lasting flavouris an attribute desired by almost nine in ten respondentswho use gum

Competition

Happydent White by Perfetti

• Launched in India: 2001

• awarded the Indian Dental association (IDA) seal

• Sub-Brands: Happydent white and Protex Happydent white

Distribution:

Factory – C&FA – Distributor – Wholesaler/Retailer – Consumer

They have grown 25% in volume and 27% in value in the year 2002 over 2001.

Them VS Us

Brand Packaging Price (Rs.)Happydent White Bipack (one pillow pouch

with 2 dragees), Fliptop

1 & 10

Happydent Protex &

Happydent White Xylit

Blister Pack, Pocket

Bottle Pack

5 & 30

Wrigley’s Orbit Sachet, 6 Pellet Pack,

Bottle

1, 5 & 30

Happydent White ads

Happy dent white Smile please: http://www.youtube.com/watch?v=FuYNahGFQ68

Happy dent white elephant shine teeth: http://www.youtube.com/watch?v=mNYfXz1U3hk&feature=related

Happy dent white city light roshan roshan: http://www.youtube.com/watch?v=HdesIbwOYAA

Happy dent white sweater: http://www.youtube.com/watch?v=60dVify7zb0&feature=related

Orbit so far…

Phase I

USP of its ability to reduce the chances of tooth decay by 40% . Positioned as a functional gum

Shows the gum working even on a cowUse the protagonist Dr.Bhatawdekar

Agency BBDO Selling point White sparkling teethConsumer Insight Oral care Tagline " Its working“Jingle " Yellow Yellow Dirty

Fellow, White WhiteOrbit White"

Link to the TVC: http://www.youtube.com/watch?v=jDiNtKMqHG0&feature=relatedhttp://www.youtube.com/watch?v=tcmc7tWPJu0&feature=relatedhttp://www.youtube.com/watch?v=ntmskeD5lI4

Phase II

Advertising agency BBDO

Selling point Being used by cricketing superstars

Marketing Proposition Tying up with cricket

Consumer Insight Cricket has a huge fan following in India

Communicated value Being cool accessory

Phase III

Advertising agency BBDO

Selling point Khaane ke baad

Marketing proposition Dropping PH levels in the mouth after meals

Consumer Insight Health consciousness and changing lifestyles

Message communicated Launch of this chewing gum holds special

significance, as this leads to the danger

of teeth being susceptible to plaque acids,

which leads to manifold increase in

demineralization

Link to the TVC: http://www.youtube.com/watch?v=p_uNuGgmahs

Phase IV

Agency BBDO

Selling Point Gleaming teeth

Tagline ' Everyday Magic with’

Proposition The big idea is that a sweet smile creates magic in one's

life; focusing on Smile

Link to the TVC: http://www.youtube.com/watch?v=CBlUWuvjwYE&feature=related

Phase V

Agency Mudra

Selling Point IDA certified

Proposition only gum to be

certified by IDA

Insight Prevents tooth related

problems

Link to the TVC: http://www.youtube.com/watch?v=mb9tNkL943w

Phase VI

Agency Mudra Communications

Selling point Role model Deepika Padukone

as a health ambassador

Proposition To promote Orbit as a ‘dental

care specialist’

Tagline " It really Works “

Link to the TVC: http://www.youtube.com/watch?v=PgFJvIqVEVs

Some International Ads

For Orbit whitening

Some International Ads

For Orbit whitening

Some International Ads

For Orbit kids

Some International Ads

Some International Ads

Some International Ads

For Orbit clean feeling campaign

Some International Ads

Some International Ads

Some International Ads

Some International Ads: Khane ke baad | After any meal

PackagingBlister pack

6 pieces

Rs.5/-

Bottle

Rs.30/-

India follows western trade

Obesity hit the urban youth

• Diabetic population which will i increase to 80 million people by 2030

Aspirers and seekers growing Retail trade increasing - more demand for sugar-free

products

People eat chewing gum for several reasons

• Weight loss

• Freshness

• Health care

• Anti – smoking propellant

Weight Loss• Research from the University of Rhode Island shows :

– After subjects chewed gum in the morning, their calorie intake atlunch was decreased by 68 calories

– Additionally, when subjects chewed gum with a natural pace beforeand after eating, their energy expenditure increased and was higherby approximately five percent, as compared to when they did notchew gum.

• Research from the Pennington Biomedical Research Centerand Louisiana State University shows:– Chewing gum significantly reduced afternoon snack intake by 40

calories.

– Gum chewers also reported that their energy levels were maintainedbetween lunch and an afternoon snack, and they were significantlyless drowsy than non-gum chewers.

*Wrigley’s research

Health• Emerging research shows that the act of chewing gum can increase blood

flow to the brain. In fact, studies have shown that blood flow to the brainmay increase by at least 25-40 percent when chewing gum.

• 67 percent of everyday athletes who chew gum indicate they do so beforetheir sporting event or competition to help relieve stress.

• 56 percent of college athletes who chew gum indicated that they chewgum because in keeps them focused and 52 percent chew gum because itincreases their concentration.

• People's ability to learn, retain and retrieve information: gum chewers'scores were 24 percent higher than the control group on tests involvingimmediate word recall and 36 percent higher than controls on testsinvolving delayed word recall.

*Wrigley’s research

Our Target Audience

Age: 18-35

Educated

Professional

Professional

LooksFashionConscious

beauty

Style

healthy

Socialeats out thrice a week

Strivers

Seekers

Global Indian

chabao, Health banao

Fight the seven deadly sins

Objective

To make ORBIT a healthy replacement to the habit ofmunching and promote orbit as an easy way to loseweight.

Current Perception: Oral Care

New perception: Overall fitness

BIG IDEA

• We play on the fact that our TG likes to be fit and healthy, yet with thekind of social life that they deal with, it’s difficult to do so.

• So we suggest Orbit chabao, health banao

• We will seek to play on the concept of the seven deadly sins with respectto health and food, and get people to not indulge in gluttony or lust forfood etc rather chew chewing gums to kill the urge.

• Disruption occurs in the utility of the product.

• What better way to protect your teeth and lose weight!

Consumer definitions of good healthBeing trim/not

overweight5%

Physical fitness-well toned

muscles, flexible body12%

Mentally alert20%Energy/stamina

to carry on routine activities without feeling

tired30%

Immunity to illness/diseases

33%

Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010

What consumers do to stay healthy

72

71

67

62

41

53

31

23

19

17

8

Eating right quantities of food

Eating on time

Eating more of home made food

Eating a well balanced nutritious diet

Eating less of fried items, sweets

Getting regular sleep

Reducing stress

Regular exercise like walking, playing …

Cutting down on smoking/liquor intake

taking vitamins, tonic, health supplements

Going for preventive health check-upsAny food related

activity

99%

Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010

Where do we hit the consumer…

• We thus, target the consumer at places where he is likely to munch on things or when he is likely to munch on things.

• Such as:•Movie theatres (discard thebutter popcorn)•At office (in between meals)•At gyms•While in transit (railwaysstations, airports etc)

Concept: Seven Deadly Sins

• Gluttony: don’t eat more.• Anger: if you’re angry quit the smoke

and the food, take a gum• Greed: no more food• Sloth: if you get lazy don’t munch on

that extra weight• Envy: don’t envy a neighbour with a

good health, have good health of yourown

• Pride: be vain for a good body, it takesall that chewing to get there

• Lust: get lusty for safe health not morefood.

• Basis these sins our campaign will focuson avoiding munching to gain healthand remain healthy.

Medias Used

Internet

Out-of-home

RadioEvents

Point of Purchase

Internet

• Social media:

– Facebook: quizzes on which sin are you, how much orbit do you need to stay fit, whatdoes your eating pattern say about you .

– Games: tie-up with zapak or a facebook game, based on the common striker gameswherein people have to hit food and fat people using a striker which dispells orbitchews.

– Fan page, orbit badges application

• Banner ads for the same concept

– Banner ads on “kill the urge” and “don’t be a sinner” concepts

• Ads on the landing page of websites

• Dedicated website for people to know more about the campaign

– Take an oath/pledge to stay fit

– Learn more about simpler ways to stay fit

• Create funny viral videos after the campaign kicks off and try to promote the same idea

Out-of-home

• Hoardings/Bus shelters:

– Hire hoarding and bus shelters to build frequency about the campaign and have

• Helicopter:

– Showers of blessings: have helicopter drop orbit sachets in main metros on primelocations such as malls etc.

• Piñatas:

• these are South American clay made hangings which when broken have thingsinside something similar to a khoi bag that people have at birthday parties.

• There can be piñatas in the shape of fat or obese people which when hit break onlyto drop a shower of orbit satchets.

• These can be placed in malls, corporate parks, colleges etc.

• Mascots/human hoardings:

– Get people to dress up as the seven sins and roam around malls, colleges etcdistributing sachets of orbit .

• Malls:

– Have cut outs and banners hanging at malls

Event

• Anti obesity marathon:

– Date: 22nd May

– World obesity day

– Is an effective way to launch thecampaign

– Celebrate world obesity day byconducting a marathon of joggersor health conscious people topledge against extraeating, munching etc.

– Orbit branding to be done thereusing placards, signage's.

– Have the seven deadly sinsmascot move around with theparticipants in the rally.

Radio

• Radio jingles to promote the marathon.

• Also using radio promos to push the product by creating funny jingles allbased around the concept of the seven deadly.

• Get RJs to play quizzes with people and tell them which sin are they.

• Start an anti obesity radio jingle by Orbit

Packaging

• Sachets:

– Each pack containing two chewing gums

– Rs.2

– 7 flavours for seven sins

• Blister pack

– Holograms at the back which have fluctuatingimages of fat people and fit people.

Point of purchase

• Vending Machines which dispense Rs.2 sachets ofOrbit.

• Create new stands for the blister packs andbottles, wherein they are stacked in a way thatthey form the belly of a fat man/woman. On topof the stand there is a head of a person as well. Asthe product keeps selling, i.e. the SKUs reduceone is revealed a thin body below the stocks, toshow that the more you eat orbit the chances ofgetting healthier increase.

Distribution

• The vending machines to be placed at:

OfficesMovie Theatres

Gyms

Metro stations College canteens Airports

Tie-ups

• Tie-ups with dieticians/gyms can be done in order to both promote theirbrand and our product.

• The blister pack paper cover can be branded by health relatedorganisations, while the inside of the pack continues to have orbit detailson it. These blister packs can be distributed by the organisations at theirvenues.

• Probable tie-ups:

– Talwalkars

– Gold gym

Branded blister pack of orbit

References

• http://www.exchange4media.com/Brandspeak/brandspeak.asp?brand_id=30

• http://marketing-trends-india.blogspot.com/2009/08/happydent-backed-by-happening-ads.html

• http://www.tribuneindia.com/2004/20040929/biz.htm

• http://www.afaqs.com/perl/digital/case_studies/index.html?id=39

• http://74.125.153.132/search?q=cache:V92ypMx7QREJ:www.imagesfood.com/images/Research/Armed%2520to%2520the%2520teeth1.pdf+happydent+white+market+share+india&cd=7&hl=en&ct=clnk&gl=in

• http://www.icmrindia.org/business%20Updates/micro%20casestudies/Marketing/MCMK0030.htm

Thank you