Group 3:

UM15008
UM15013
UM15034
UM15036

About DS Group
Dharampal Satyapal Group,is a rapidly growing multi-diversified
conglomerate with a turnover of more than Rs.6500 crores.
The Group has further strengthened its presence in the F&B category
by entering into Dairy and Confectionary segments.

Diversified Presence
Tobacco

Heat Resistant Latex

Rubber
Threads

Mouth Fresheners
Hospitality
Confectionary
Agro Forestry
Food and Beverages
Packaging Infrastructure
Dairy

Pass Pass - Pulse

DS Group has just three
products in the
Confectionary segment of
which Pass Pass Pulse is
the latest addition.
Itis a Kaccha Aam flavored
hard boiled candy, with a
tangy twist. It is available
in pillow pack at the cost
of Re. 1 per pack.

In just six months, the

candy has already done
about Rs.50 cr in sales,
and the company expects
it to cross the Rs.100 cr
mark by March, said C.K.
Sharma, business head
(mouth fresheners), DS
Group.

Indian Candy Market

Candy sales are estimated to
crossRs.5,500 crore in 2015
in India, according to a study
by market research firm
Euromonitor International.
Italian company Perfetti Van
Melle India, which sells
Alpenliebe, Chlormint, Mentos
candies and Happydent
chewing gum, leads the
market with more than
Rs.2,000 crore in revenue.

Home-grown firms Parle

Products Ltd and ITC Ltd also
have a presence in the
confectionary space. ITC
makes Candyman and Mint-O,
and Parle Products makes
Kismi bar and Melody toffees.

Target Customers

Type: People with both sweet and salty preferences

(specifically Indian tastebuds)
Age Group: All age groups (young and old)
Category: Impulse Buy
Confectionary

Competitors
Chlor-mint
Poppins
Alpenliebe
Melody
Pan Pasand
Kaccha Aam
Mango Bite

Marketing
Objective
Positioning of PASS PASS Pulse!
in the confectionary industry

Research Objectives

Find key driving factors in the confectionary

industry
Identify competitors for Pulse! in the
industry
Competitive advantage of Pulse! in its
category

Variables

Research Methodology

Data Analysis
The following parameters have been considered
in building the Consumer profile:Age
Gender
Occupation
Taste Preferences
Segment awareness
Brand Preferences
Attribute Preferences

Respondent Profile

Age Distribution

Gender Distribution

Respondent Profile

Private Employee

27%
Student

65%

Occupation

Respondent Profile

Brand Preference
(across other brands)

Brand Awareness of Bingo

(across occupational groups)

SWOT Analysis

<-2
(Weakness
)
between
-2 & 0
between 0
&2
>2
(Strength)

SWOT Analysis : Pulse Candy

Jaccard Analysis
We have identified that Taste and Value for money are the category drivers for this particular
industry. However for Pulse candy in particular , Taste and Availability are the key attributes liked
by the customer .

Cluster Analysis

Cluster analysis is a method of segmenting a sample into different groups

based on the intra group homogeneity and inter group heterogeneity

We took the help of SPSS to classify the whole 63 of respondents into

different mutually exclusive groups based on the similarities and
differences among them. By the use of Hierarchical Cluster Analysis, we
divided the sample into 2,3,4 and 5 groups. The following variables were
taken for clustering the sample.
Age
Occupation
Gender
Frequency of consumption

Analysis of the Dummy Variable

Age

Occupation

Less than 18

19-25

26-40

Above 40

Self Employed
Student
Private Employee
Government Employee
Unemployed

Gender

Frequency

Female
Male

0
1

After Meals
When I am hungry
With Snacks
Anytime

0
1
2
3
4

Hierarchical Cluster

Cluster Analysis: Observations

The first cluster has majority people from age group of 19

to 25, with occupation as student, sex as male and they
prefer to have candies with snacks.
The second cluster contains people, majority of whom are
between age of 26 to 40, working as private employees,
male and they prefer to have candy almost every-time

Cluster Analysis Results

Final Cluster Centers

Cluster 1(52)

Cluster 2(11)

Time of
Consumption
AGE

Anytime, With
Snacks
19-25(52%)

When I am hungry,
After Meals
19-25(50%)

SEX

Male (63.5%)

Female (45.5%)

OCCUPATION

Student (69%)

Cluster

AGE

1
1(19-25)

OCCUPATION

Student (45.5%)

1(Student)

SEX
WHEN

2
2(26-40)

2(Private
Employee)

1(Male)

1(Male)

2(With Snacks)

3(Anytime)

Conclusion
The driving factors of the confectionery industry are: Taste of candy &
Value for money offered by Candy

Positioning of Pulse with respect to its competitors

Pulse depends on word of mouth for its advertisement mode , its on contrary
with its competitive brands like Chlormont , Alpenlibe, Melody etc which
focuses a lot on advertisements through Television ,Newspaper ,Banners etc
The main competitive advantage of pulse is its penetrating distribution
network which makes it available across remote locations, however it faces
tough competition with brands like Chlormint which have equally good
distribution network.

Conclusion
The biggest strength of pulse candy is its taste , which is liked by
many people and its attractive packaging which adds as an additional
feature and contributes in its increasing sales
People position pulse as candy which has good value for its money.
Pulse should focus more on marketing its products through various
advertising campaigns as well as introducing others flavor of candy
to tap more customers which have different taste preferences.

Thanks!
Any questions?