Perk and Glucose Energy
PERK WITH GLUCOSE ENERGY
Case considerations:
Perk with Glucose energy is part of the wide range of products offered by the chocolate company Cadburys’. Cadburys’ in India was launched as an importer of chocolates, and it has grown to occupy 70% of the INR 2000 crore chocolate market, with an increase of 81.4% in turnover between 2005 and 2008. Perk was one of Cadburys’ key brands. 3 aspects that enabled growth of the chocolate industry to grow (projected market size 3000 INR crore in 2010) are shown here
OPPORTUNITY:
550 million non-users in Indian market
Rural markets
CHALLENGES:
Continue driving growth of the wafer chocolate segment beyond 70% MS
Develop category relevant for chocolate and integrate into user’s culture
(iii)
Affordability
Packaging – High aspect ratio
PERK WITH GLUCOSE ENERGY (PGE)
SEGMENTATION
AGE: Target – 14-18 year olds
CUSTOMERS: Youth; Secondary market of sports
USAGE OCCASION- During break, Impulse &Take-home
STRATEGY TO ADDRESS CHALLENGES
9-10% of Sales spent on advertising; 100% of media budget spent on TV. Repeat advertising. Use of humour.
Point of Sale activation – visibility in supermarkets, shops, attractive collaterals, free sample distributions etc.
Tagline that meant “chase your dream” – consuming glucose perk helps you follow your dreams
18-months post-launch PGE showed