Top Story

e4m_logo.png

Home >> Advertising >> Article

New Launches: Joyco, Perfetti Aim For Bigger Bite

29-June-2002
Font Size   16
Share
New Launches: Joyco, Perfetti Aim For Bigger Bite

Cola majors are now inspiring confectionery companies in framing their marketing strategies. Or so it seems.

In the latest such move, Joyco India, one of the significant players in the Rs 1,100-crore confectionery industry, has launched an extension of its flagship bubble gum brand Boomer as Boomer ‘Jhatka’ to counter close competitor Perfetti India’s liquid filled sour chewing gum Centre Shock. Perfetti, meanwhile, after test-marketing Centre Shock in select cities, is currently rolling out the brand nationally, Perfetti officials said.

Launched in the South about three weeks ago, Joyco’s Boomer ‘Jhatka’ (which means Shock when translated into English) is believed to have a sharp lemony flavour a la Perfetti’s Centre Shock. The product is priced at Re 1 and is available in flow pack.

The move is strategic for Joyco which has been claiming the market leader position in the gums category and has fuelled growth in the category from a level of Rs 35 crore in 1995 to over Rs 300 crore in 2002. “However, with just one gum brand in its kitty (though Boomer accounts for about 60 per cent of the company’s turnover), it is strategic for Joyco to strengthen and expand its turf,” says an industry analyst. Perfetti, on the other hand, has three gum brands—Big Babol bubble gum, Centrefresh and Centre Shock chewing gum and Happydent White.

Joyco’s existing Indian product profile comprises Boomer bubble gum which was the first product it rolled out in India, Bonkers soft chewy candy, Donald bubble gum, Donald candy and Mickey toffee, Aqtimint, Pim Pom milky candy pop and Solano. It has also test-marketed Cloud Nine, a chocolate coated peanut candy, recently.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking