I never saw a chocolate positioned separately for boys and girls. That too with separate packing with different colour codes. Ferroro India, gained 6% share in the Indian Chocolate market share in 5 years and that too by challenging the biggies such as Nestle and Cadbury. All the three products, Ferroro Rocher, Tic Tac or Kinder Joy had made their own consumer targets over these years. But if we take Kinder Joy particularly, there are many things to mention about the success and positioning of this products. There were many products in the market already aiming to catch the attention of the kids. They came out with small versions, unique packaging, toys along with pack etc to tap them. But this product not only made a clear division but also were priced higher. When a brand position their product in a higher price either they are too confident about their product or are very particular about the targets. By pricing the product at Rs. 30/- for 20 gms they actually took an initial risk but what played good for them was the surprise gift. The egg shaped product offered a surprise gift inside the pack itself which made the buyer sure that they will get it while buying.
The product is now a hit among the kids and now the company is realizing the need to convince the parents about the quality. The recent ad campaign of Kinder Joy is focusing on the ingredients and the international standards they keep while preparing the product. This is actually an advance step taken by Ferraro before any allegation or complaints arise as happened with Cadbury few years back. We need to wait and see will Ferroro continue with the shape of Easter Egg or will come out with a different one with a smaller pricing.
No comments:
Post a Comment