Perfetti Van Melle India over the
years have cemented its place in the confectionary market in India. According
to a Euromonitor study, Alpenliebe was the most preferred by adults and
children, and accounted for a significant value share. The company is illustrious
in its innovations in products as well as communication.
Jelly is always a nostalgic
category for consumers. Even though Jelly based confectionaries were common in
unorganised market it enticed consumer attention after the launch of Boomer
Jelly in 2012. Various others chewing gums also started including Jelly as an
ingredient. But Perfetti was a category creator. They created Jelly as a
category by launching Juzt Jelly in 2012. They still remain on top with around
50% market share in the category. As a Sub brand, Juzt Jelly easily jells with
the proposition of Alpenliebe i.e. ‘irresistible’.
They brand further got extended
to Juzt Jelly Fruity Bears which was an innovation of its kind. The prices were
fixed at Rs. 10 and Rs. 15, through which the company elevated the jelly
category to higher price points.
Very recently Perfetti launched “Jelly
bottles” in cola and mango flavours for its Juzt Jelly brand. Unlike other
variants the company claim that they are made of 25% fruit pulp. The new Jelly
bottles are attractive double coloured jellies, offering a delicious fruity
treat in snacking bags. Pricing is the same as Jelly Bears.
The recently launched TVC (New TVC) affirms
the irresistible proposition of the Alpenliebe brand. Even though they are
the undisputed leaders, Perfetti has democratised the Jelly category. Due to this a
flurry of jelly products are now available in the market apart from ITC
Candyman Jellicious. So sustaining the market share will be a challenge for
Perfetti in the long run.
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