Cadbury India has launched its bubblegum brand ‘Bubbaloo’ in India. With this launch, the company has now strengthened its portfolio within the confectionery segment.
Sanjay Purohit, Director-Marketing, Cadbury India, said that the current market size of the bubblegum market is Rs 180 crore, and that the company is eyeing a double digit figure, in terms of market share, by the end of two years. He further added that the company, at the initial phase of the business, would eye a 5 per cent of the total annual turnover.
Anannd Kripalu, Managing Director, Cadbury India, said, “India is one of the fastest growing gum markets in the world, and we see massive potential for Bubbaloo in this market.” He further explained that Bubbaloo, along with Halls and Éclairs, would contribute to enhance the company’s long-term leadership in the confectionery segment.
The TVC for Babbaloo would be launched soon, and will be backed by a powerful distribution channel and below-the-line advertising activities. “We will have various programmes and on-ground activities to engage our consumers. We would also focus on various POP techniques to generate sales and better awareness among the consumers,” added Kripalu.
Explaining the distribution plan, Sunil Sethi, Director-Sales, Cadbury India, said, “We will not have a separate channel or an exclusive distribution system for this product. Our existing infrastructure and distribution channel is good enough to penetrate this product in markets across India.”
The company has a target audience of those in the age group of eight to 14, and aims to cover both urban as well as rural areas. A 360-degree marketing communication campaign has been planned, which will be anchored by the ‘cat’, the worldwide mascot for the Bubbaloo brand.