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:

(i) Continue driving growth of the wafer chocolate segment beyond 70% MS

(ii) Develop category relevant for chocolate and integrate into user’s culture

(iii) Affordability

(iv) Packaging – High aspect ratio

PERK WITH GLUCOSE ENERGY (PGE)

(i) SEGMENTATION

 AGE: Target – 14-18 year olds

 CUSTOMERS: Youth; Secondary market of sports

 USAGE OCCASION- During break, Impulse &Take-home

(ii) 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