PRODUCT PROFILE

Product category Product type Brand name USP Product flavours : : : : : Confectionary Chewing gum/bubble gum Kaboom A bubble gum with Indian traditional flavours Kaboom with Tulsi flavour Kaboom with pan masala flavour Kaboom with Pudina flavour Kaboom with mint Kaboom with Guava flavour Kaboom with Gulkand flavour Kaboom with Cardamon flavour Kaboom with Laving flavour Kaboom with Souf flavour USP : Indian flavours acting as a substitute for various categories First type of bubble gum with different Indian flavours Slogan Copy line : : Boom Boom Kaboom Its always boom boom with Kaboom 1st December, 2011

Products launch date :

MARKETING STRATEGY
Target market: School college students and office goers who want something to freshen up after their meals Locations targeted are pan walla, retail/kirana stores, hyper markets, medical stores and super markets Regions targeted are four metros in phase I

Segmentation: Demographic segmentation Gender: Target age group is 12-35 years, both male and female Income: This is not a major constraint as product is price at Rs. 5 for a pack of 5 gums Psycho graphic segmentation Personality & lifestyle: the product is a substitute to various products and is majorly concerned to freshen up the mood and bad breath after heavy meals. Thus people having hygiene or mood upliftment concern will tend to purchase Kaboom

Positioning Product is positioned as a mood refresher after heavy meals. This is because people are tend to sleep and feel lazy after meals. Thus chewing Kaboom will ensure that they feel fresh and going

Differentiation Major chewing gums in the Indian market are either available in the mint flavor or strawberry/orange flavor. Traditional Indian flavor is the major differentiator for Kaboom wherein it offers variety of flavours like pan masala, Cardamom, Souf, Gulkand, Tulsi, Pudina etc

MARKETING MIX
Product: A chewing gum with traditional Indian flavours Pricing: Rs 5/- per packet. Each pack will have 5 gum rolls Promotion: promotional activity will be carried out at retail stores wherein it will be distributed to customers as a free sampling Place: retail/kirana stores, Pan walla, super markets, hyper markets Packaging: gums rolled in a crafted paper and inserted in a two way pack. Color of the pack will depend on the flavor it carries.

COMPETITION
Following chewing gums are available in the market: Brand Big Babool Boomer Fusion gum Wrigleys Orbit Happy dent Rate Quantity of gums 2/1/2/10/5/5/1 1 1 5 6 4 1

Center shock 1/-

Launch plan
At initial phase, it will be launched in metro and then it will be taken to tier I and tier II towns Future plan After successful launch of Kaboom, there will be a brand extension wherein Kaboom will be launched in exotic flavours like ginger, tobacco, blueberry, Khas Khas. Also there will an introduction of natural flavoured water available in Kaboom flavours