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Pulse Candy - Success Factor
Pulse Candy - Success Factor
Key Facts About PulsePass Pass Pulse Candy is a Dharampal Satyapal Group product, who are also the makers of
Rajnigandha, Pass Pass and Catch Spices.
The product was conceptualised in 2013, and the company spent as many as two years in
research and development before releasing the product in early 2015.
Pulse candy earned a whopping 100 crore in the first eight months, equalling the record of
Coke Zero. The company initially launched the product in only three states- Rajasthan, Gujarat
and Delhi.
The DS Group spent no amount on advertising and promotions and the candy gained traction
through word of mouth publicity.
Initially, the company couldnt even meet the soaring demand and was able to meet only 60-70%
of it, and people paid a premium to buy the product.
Owing to the success of Pulse Kacha Aam, the company launched a new flavour Guava with
Tangy Twist in February 2016.
Attractive Packaging
In the candy industry, which lacks brand loyalty and most of the purchases made are impulsive
in nature, packaging plays a vital role in the purchase decision.
Pulse candy with its bright colored packaging not only increased its visibility but also attracted
the attention of customers getting them to at least try the candy once (and eventually most of
them became addicted to it, resulting in more sales).
I remember, in my college, during one of the lectures, I gave an example of the candys success
story and how well it was doing. Soon after that incident, I saw many people buying Pulse candy
in bulk from a nearby shop. Definitely, my word of mouth suggestion had played its trick!