Top Story

Home >> Advertising >> Article

New Launches: Joyco, Perfetti Aim For Bigger Bite

29-June-2002
Font Size   16
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 e4m

Radhakrishnan Ramachandran of iStream.com is now making a comeback with a regional video network named Studio Mojo

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

right
left
TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH

A recipient of Indra Nooyi Chairman's Award for Innovation, Gupta joins the advisory and consulting firm as founder member

Leigh Terry, CEO APAC, IPG Mediabrands discusses the state of the agency in a fireside chat with BW Businessworld editor, Noor Warsia.

The brand has launched ‘Pretty Har Pal’ campaign which is created by DDB Mudra