Pulse Candy: Sustaining the Brand Differentiation
商品編號：9B18A032
出版日期：2018/01/06
再版日期：2018/05/31
商品來源：
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：New product launch, Innovation, Marketing strategy, Low involvement product
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：India
產業：Manufacturing
事件年度：2015
In April 2015, the Dharampal Satyapal Group introduced a new hard-boiled candy in three states in India. The candy, named Pulse, had a distinctive raw-mango flavour and a spicy, tangy taste. It quickly became popular. Within two years, Pulse candy surpassed ?3 billion in sales and became the leader in the hard-boiled candy segment, beating leading national and international brands. The company achieved all of this with a small advertising budget and very little promotion; rather, the candy’s success was largely a result of word-of-mouth and interest on social media. Demand exceeded supply, and competitors were beginning to launch similar and poorly imitated products. How could the group sustain the sales momentum of Pulse? Should it extend the Pulse brand to other formats and flavours and into other product categories? Should it take the candy to overseas markets, and if so, which ones?
教學手冊：Pulse Candy: Sustaining the Brand Differentiation - Teaching Note
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