Confectionery major Lotte India has lined up some major marketing plans for the coming months. The Korea-based company that had acquired the erstwhile Chennai-based Parry’s Confectionery Ltd in January 2004, has associated with the third edition of Superskills. Lotte Superskills tests the skills of top cricketers against men and machines, and will be aired from October 19 onwards at 9 pm on Zee Sports. The 14-episode series will go on till February 2008, with weekly round-ups available on CNN-IBN.
As the title sponsor, Lotte is looking at a three-year association with Superskills, which is a unique game format that was initially conceived by the late Pakistani coach Bob Woolmer. Besides this unique cricketing action, Lotte is upbeat on tapping the young audience. It is introducing contact programmes with cricket for school children. “Our target audience is children, teenagers and young adults, and hence, we will be associating ourselves with about 3,000 schools across the country. We plan to go into the grassroots level and have the same concept of Superskills matches, and thus have matches at various progressive levels,” said K V Ramachandra, Managing Director, Lotte India.
Lotte’s contact programme with schools will commence from the end of October, and additionally, the confectionery major also has plans to support football in schools in Kolkata. Apart from this, it will launch a mega consumer promotion with contests and giveaways by November. But the one thing that Ramachandra is keenly looking forward to is bringing the sugar-free gum Lotte Xylitol to India. Lotte Xylitol is a $100-million brand worldwide, and the company plans to launch it during the festive season of Diwali this year, accompanied by a massive multimedia campaign.
Elucidating on the Indian confectionery market, Ramachandra said, “The Indian confectionery market, which consists of toffees, sugar-boiled confectioneries, gums, éclairs and fruit rolls, is worth Rs 1,800 crore, and is growing at a rate of 8-10 per cent annually. Lotte currently has 10 per cent of the market share.”