Wednesday, July 20, 2011

Great Innovation + Break market clutter + brand extension + Make more Strong Brand Equity = HAJMOLA (MINT MASTI)


Brief:- Yes, great innovation made by Dabur company ,Brand Hajmola. Dabur entered into confectionery candy segment and mad innovation Mint base candy + Digestive. so, we can say that this is really innovation and first candy in India Digestive + Mint base. Dabur has launch new product"Hajmola Mint masti" recently to extent its Hajmola candy brand portfolio as well as to build up strong brand in market.

New product launch:- Brand "Hajmola Mint Masti" candy by Dabur company

Segment :- Dabur entered Confectionery  segment

USP and innovation:- First candy includes "Digestive + Mint base"

Mint candy market:- Total mint base candy market Rs.500 crore

No. of market players:- Perfetti van Melle (Chlor mint), ITC food (Candyman & Mint O-fresh), Cadbury (Halls), Parle (Clovemint), Nestle (Polo) and other some local players.

Brand leader:- Perfetti van Melle (Chlor mint) , hold 20 % market share in mint bas candy market. And then ITC and Cadbury followed 2nd -3rd position major.
                                            
Strategy Execution:- 
We can definitely say that it is good challenge taken by Dabur and it is not easy to break the other branded mint candy. Dabur has targeted majority young adult male. Dabur will break the clutter of and increase the competition for other mint candy brand. This brand "Hajmola Mint masti" is multipurpose use digestive + mint and for Dabur this is core idea to break the market. Today, dabur Hajmola are  available in 2 flavor digestive candy "Aam and Imli". From which "Imli flavor has 75% covered while "aam flavor 25 %.

Hajmola digestive tablet has 60 % market and 40% market of Hajmola candy.Hajmola itself is very strong brand  in digestive candy market and for Dabur it is easy to push this new mint base brand. Dabur will give good effect in market. Majority consumers (young,corporate proffessional young are using mint base brand after smoke (esp.chlor mint). For Dabur, it is very good opportunity to cover and break the mint candy market.

Tough Challenge will be for Dabur (Hajmola Mint masti) and Other competitors brand. Let see Dabur will get success or not.......



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