INTERNATIONAL MARKETINGCANDY OF THE YEAR (2015) IN INTERNATIONAL MARKET

D.S GROUP - NAME BEHIND THE TRENDING CANDYCompany Portfolio & Timeline

Tobacco Products

Mouth Freshener

Confectionary

Food & Beverages

Dairy

Rubber

Hospitality

AgroForestry

Printing &Packaging

Dharampal Ji in 1929

CANDY

OF THE

YEAR

2015

“To be a leading quality & innovation

driven global conglomerate.”

HOW PULSE GOT ITS PULSE ?

Manufactured in Uttarakhand, Jamnagar, Ahmedabad & Hyderabad.

LAUNCH: 4 FEB 2015 JAIPUR

CANDY OF THE YEAR

‘PULSE’ - A Kachcha Aam flavoured hard boiled candy with a tangy twist The new candy is not a mere candy but an experience of flavors combined with the gesture of sharing.

PULSING THE DOMESTIC MARKETCrossing the mark of 100 Cr. by March 2016

Producing 300-400 Tonnes of Pulse Candy every month.

Present at 8,50,000 + retail outlets in India.

THATS NICE! WHAT’S MARKETING BUDGET ?

INR: 0.0THEN HOW?

WHY INTERNATIONAL ?

Sugar confectionary and mouth fresheners is witnessing highestgrowth.

Diversification in all major industries in India. So why not GLOBAL ?

Aligned with Business Strategy

OK ! ACCEPTED!! BUT WHY THAILAND ?

RuleofLaw

GovernmentSize

RegulatoryEfficiency OpenMarketsPropertyRights

FreedomfromCorruption

FiscalFreedom

GovernmentSpending

BusinessFreedom

LaborFreedom

TradeFreedom

InvestmentFreedom

MonetaryFreedom FinancialFreedom

http://www.heritage.org

ANSWER: ECONOMIC FREEDOM PERSPECTIVE

WORLD RANK: 67 REGIONAL RANK: 11

ReasonsforChoosingThailandStrategically

• Population:68.7million(BiggerTestmarket)• GDP(PPP):$985.5billion(Morethan

Singapore)-UpperMiddleIncomeCategory• 0.7%growthin2014(Developing)• Inflation(CPI):1.9%(Morebuyingcapacity)• FDIInflow:$12.6billion(Mediumcompared

tootherAsia-Pac)

ReasonsforChoosingThailandTactically

• 3rdlargestMangoProducer(RawMaterial)• IslandCountry-SourTaste(TropicalNature)• AverageThaiSourness=HighestAmerican

Sourness• 1MnIndianTourists(2015),1MnIndian

Locals• 7.8MnASEANTourist(2015)

STRATEGY & TACTICS BEHIND THAILAND

India Thailand Free Trade Agreement

India's 'Look East' policy ,Thailand's

'Look West' policy

Indian exports to Thailand US $3.04

billion-’14 (8 times since 2000)

US $64Mn Investment from India-2014

INTERNATIONAL MERCHANDISE TRADE

http://www.doingbusiness.com

ANALYZing INTERNAL ENVIRONMENT

PESTANALYSIS

Constitutional Monarchy

Stable Government

Export: Major sourceof GDP

GDP: 985.5 BillionUSD

Unemployment Rate: 0.9%

GDP Per Capita : 15319 USD

Limited R&DInvestment

Weak IPR Protection

Population: 67.2 MillionReligion: Buddhist 93.6%

Low Literacy Rate

Income/Capita: Upper Middle Income Category

High SocialMedia Presence

T

SWOT ANALYSIS

S W O

Unique Flavor

Strong Inter-Country

Trade Relations

Liking of Sour Taste by Thailand

People

Consumption amongst Indian

Tourists

No Parent BrandPresence

Low MarketingBudgets

Relaxed LabourLaws

Within country Manufacturing

Feasibility

Sweet Confectionary

Market Growth: 73%

Established Local & Global Players

eg: Nestle, MentosAki-ko (Local)

Calorie Consciouspeople

Low EntryBarriers

Tamarind, A

ki-ko,Sour Punk etc.

Low Entry Barrie

r

Zour Bomb, Zip Bomb etc.

Competitive Rivalry

HIGH

Threat of Substitute

MODERATE

Bargaining Power ofSuppliers

HIGH LOW

Threat of New Entrant

RELATIVELYHIGH

PORTERS 5 FORCES

Bargaining Power ofBuyers

PRODUCT ADAPTATION BEFORE GOING INTERNATIONAL

Shape of Candy to be in Mango.

Lūkxm rs perīyw thī dī thīsud kạb bid

Modification in Packaging from Kacha Aam with Tangy Twist to

“The Ultimate Sour Candy with a Twist”

MARKETING PLANBrand Name: Paas Paas PulseCategory: Boiled Sugar Candy

Features: Raw Mango with Powdered Core.Shape: Mango Shaped

Packaging: Wrapped in Dark Green & Black wrappers.

Super Market: 22 %Convenience Stores: 16%

Candy Stores: 12%Gas Station & Drug Stores: 8%

Pricing Strategy: Going Rate PricingAvg Candy: 400-500 Thai Baht/KgCost Per Candy: 2 Thai Baht. (TBH)

IMC Channels:Online Advertising - YouTube/ Facebook / Instagram

Promotions: In-Store & Sales Promotions OOH Advertising.

Product

Place

Price

Promotions

SEGMENTATION - - - - - TARGET MARKET

Geographic

Demographics

Psychographic

Behavioral

North Region, Northeast Region,Central Region,East Region, West Region & South Region

Age: Anyone above 5 years of Age

Gender: Male & Female

Income Groups: 5000-10000 || 10000-20000 || 20000 +Central,South & East Region

Gender: Male & FemaleAge: Anyone below 26 years

Income: 5000-10000 TBHLifestyle: Low Health Lifestyle

Frequent PurchaseLifestyle: High on Health Consciousness &

Low on Health Consciousness

Rate of Usage & Loyalty Status

TARGET MARKETSELECTIONSTRATEGY

Product Specialization

Strategy

UNLIKE OTHERS! WE ARE UNIQUE

Aki-ko Japanese

Fruit Candy

Sampalok/Tamarind

Candy

Mango Pulp Chewy Soft

Candy

Botan Herbal Freshener

Candy

AVAILABLE CANDIES IN THAI MARKET

Not just a mere candy but an experience of flavors combined with gesture of sharing & friendship.

WHATS SO DIFFERENT ?Sensational Raw Mango Flavor

Slow Emergence of salt flavor

Sweet Taste when you’re almost done!

The ultimate sour candy with a twist!

LETS MAKE THE JOURNEY INTERESTING & CHALLENGING

OOH Ads.

Brand Awareness

Test Marketing

Variants like: Tamarind,Orange &

Lemon, Lychee.

Brand Recall

Aggressive Marketing

Exploring other chocolates & mouth freshener markets.

Pruning non-successful

product lines

WOAH! WHY WAITING ? LETS KICKSTART

Billboard: To signify difference from traditional

candies available in Thailand

Product Placement at streets.

?Maximum Eyeballs Continuous Brand RecallHigh Brand Awareness

HURDLES TO CROSS IN THE JOURNEY

Exporters need to navigate relevant product registration, retailer listing processes and labeling requirements for Thailand with strict domestic standards and

processes which involves a lot of time and cost.

POSSIBLE BARRIERS High Transaction

Cost

LanguageBarrier

Limited Support by Govt.on R & D , HRD Programs

HOW TO OVERCOME ?

Know opportunities from exporters, freight forwarders, foreign importers, distributors & state govt.Develop an export plan with adequate resourcing, long term perspective and commitment.

FINAL WORDS

In a nutshell, Thailand still needs to simplify its taxation, customs and other public administration, procedures and regulations for easy trade.

Like India, ‘Pulse’ could be a huge success in Thailand because Thai people have a similar taste when it comes to candy and most of them eat candy 2-3 times a

week.

When marketers see the opportunity in a new foreign market and decide to expand into that market, they need to consider the uncertainty and unfamiliar

problems that lie ahead and should set their marketing plan accordingly.

PEOPLE BEHIND THE EFFORTS

Tuhina Sharma

Gaurav Mishra

Aditi Jain

Parag Samant

Meet Dave

Gaurav Singh Bisen

The Google of our Group.

Our Marketing Data Scientist! Can’t prove him wrong !

Women behind Ad Campaigns & USP.

The Deep Dive Thinker & Loud Presenter!

Man behind our Advertisement from Scratch!

Designer behind making the “ppt” an Experience.