Pulse Candy

DS Group’s candy brand Pulse is a quiet sensation. The product was launched in mid-2015 in Kachha Aam (raw mango) flavour. In December 2016, Pulse was launched in Guava and Orange flavour all across India. What’s more, is that it has achieved the 100 crore mark without any formal advertising push.

• It all started with the company realising that the existing hard boiled candy segment had only straight flavours such as mango, orange and caramel in the market and required innovation. Thus came about the idea of ‘Pulse’, a candy that sets your pulse racing.

• Operating on the knowledge that raw mangoes were enjoyed by people of all demographic and geographic segments in India, the candy with its tangy taste was expected to cut across age groups in a market catering to children through their offerings.

• Distribution of the candy did not worry the company due to their already established distribution network in the country’s remote corners, instead having to worry about scaling up production to meet the sky rocketing demand.

• Pulse is believed to be one of the most successful examples of brands built through word-of-mouth, with social media facilitating the reach. While the company pushed the candy through in-store promotions and an outdoor ad at select locations in NCR, its fans were active in the online world. The brand has, a presence on all social networking platforms including Facebook, Twitter and Instagram.

The unorganised candy market in India is big, and no brand has been able to break the tradition of flavour over brand. Pulse has changed that. It has taken the category from impulse-driven to Pulse-driven. This is true of the pricing strategy as well. Looking at the success of Pulse, other players have started launching their ‘gold versions’ at Re 1.

Source: http://bit.ly/2hN0t7D