Summers are going to be fun not just for children but for adults too, especially those who are health freaks. "Mother Dairy is introducing two new flavours in the Dietz segments," said Paul Thachil, CEO. Presently the flavours available in the Dietz segment are mango with real fruit and strawberry with real fruit, and the new variants should be available around early June.
However, those who really aren't worried about Atkin's diet, it's time to be a child again. Mother Dairy has introduced three new ice creams-Shararat Lic Lolly priced at Rs 5, Choco Bitz Cone for Rs 8 and Bubble Gum Flavoured priced at Rs 3.
So is the milk major looking at luring adults this season, especially after the "vicarious" Kwality Walls campaign? "Not really," said Thachil, adding, "Children are an important consumer segment for us with 40 per cent of our impulse sales attributed to them. This is the reason why we have launched the three new flavours. However, we will continue to focus on adults in our premium take home category. In fact, for the health conscious adult, we are planning to launch two new flavours in the Dietz segment," he said.
The pricing of the new flavours is very affordable. Asked whether this a way to tap the 'pester power,' he said, "Children today make independent decisions all the time and we are targeting the 6-12 year-olds. For example, in the school canteen the decision to buy something is determined to great extent by visual appeal of the product and pricing. Hence, the pricing and packaging is such that the children would be attracted."
On the campaign front, Mother Dairy has launched the Chillz campaign targeting the teenagers. "The campaign is based on the insight that any occasion is good for ice creams and therefore the tag line-Let's Do Chillz," he said. Interestingly, the milk major has used the campaign very tactically. The media being used for this campaign is outdoor and radio. Outdoor has already started appearing, he said, adding, the radio campaign will be on air shortly. Satchi and Satchi is creating the campaign for Mother Dairy.