CONTENTS

S.NO TITLE PAGENO

1. Overview of the product 3

2. About DS group 3
3 Environment analysis 4-5
4. Swot analysis 6
5. STP analysis 7-8
6. Marketing Mix 9-10
7. Product life cycle 11
8. Reviews 11-12
9. Conclusion 13

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 PASS PASS
PULSE CANDY

KACHA AAM WITH

TANGY TASTE

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 OVERVIEW OF THE PRODUCT

 Pulse officially known as Pass Pass pulse.

 Hard boiled candy segment.
 Manufactured by Noida based DS (Dharampal satypal) Group.
 Marketed under brand Pass Pass.
 Originally launched in Kaccha Aam with tangy salt and spices.
 Available in Kaccha aam, Guava, Orange, Pineapple, Litchi.
 Ingredients- Sugar, Aamchoor, food colour, food additive.
 Conceptualised in 2013 and product was developed after two years.
 Successfully launched in 2015. First launched only in 3 states Rajasthan, Gujrat, Delhi and
later in parts of Maharashtra.
 Within 8 months of launch, total sales accounted for Rs.100 crore.
 In 2016, 300-400 tonnes of candies were being produced in a month.
 In 2017 overall sales was Rs. 300 crore beating sales of OREO and MARS BARS.
 Now also setting up stores in US, UK and Singapore.

ABOUT DS GROUP
The Dharampal Satyapal Group is a rapidly growing, multi-diversified company with presence
in diverse industry sectors.DS group is founded in 1929 and remained committed towards
creating premium quality products and innovations. The Group has focused on growth &
diversification with an undeterred belief in high standard product, reliability and transparency.
The product portfolio of DS Group has evolved magnificently over the years and today, it has
a strong presence in high growth sectors such as F&B which includes Spices and Beverages,
Confectionary, Dairy, Mouth Fresheners, Hospitality, Tobacco, Packaging and Agro business.

VISION: To be a leading quality and innovation driven global conglomerate.

MISSION: Constantly striving to achieve excellence in all our endeavours to create

sustainable value for our stakeholders and the community at large.

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 PRODUCT LINE (DS GROUP)

DS GROUP

FOOD AND BEVERAGES MOUTHFRESHNER

TOBACCO PRODUCTS HOSPITALITY CONFECTIONERY (PASS-
(CATCH SALT AND (RAJNIGANDHA,TANSEN
(BABA TOBACCO) (RADISSON BLUE HOTEL) PASS,CHINGLES,PULSE)
SPICES(MASALA) PAN MASALA

ENVIRONMENT ANALYSIS
Demographic- Mainly large number of young consumers, smokers used to have it after
cigarette and many times during working hours.

Males usually consume it more than females.

Sociocultural- Powder which is in the middle of it suddenly kaboom all over the tongue the
peoples in north India usually like to have raw mangoes with salt. This valuable idea of pulse
attracts the customers most.

Economic-Re1 candy is easily affordable for any class consumer.

Political- no political effect on environment of Re 1 pulse candy

Technology-Initially they hardly spent a single penny on any marketing. the whole demand is
due to word of mouth publicity.

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But now in changing technology world, peoples are more active on social media etc. Now pulse
also started some funny advertisements on TV, reaching out social media also.

Suppliers- present at 8,50,000 plus retail outlets in India, Producing 300-400 tonnes of pulse
candy every month

Competitors-Perfetti van Melle’s Alpenliebe, parle’s mango bite, kachcha Aam

Market share -

DISTRIBUTION CHANNEL

production
distributers retailers
unit

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 SWOT ANALYIS

Strengths

 Unique Taste as well as Packaging

 Very strong Word of Mouth Publicity
 Distribution Network of DS Group (Close to 8,50,000 retails)
 Brand name of DS Group

Weaknesses

 Very limited number of flavours

 It has limited presence in the market
 Comparatively high price compared to other candies in the same segment

Opportunities

 Huge scope for increase in Market Penetration

 Huge scope in increasing variety of flavours

Threats

 Other candies offering similar products; ex: Parle Kaccha Aam

 Consumers wanting new taste and experience
 Other cheaper candies pose a threat to pulse
 Decrease in demand when consumers get used to the taste

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 STP ANALYSIS

Segmentation: -
Geographic-states like Rajasthan, Gujarat and central India are inclined towards sour spices
and use it in their day to day consumption. Therefore, the tangy twist taste on pulse candy.
Demographic-
Age-5-12,12-22,22-35
Gender- both male and female
Income group-easily affordable for all class consumers
Psychographic-
Youth, smokers, working individuals and household women are more attracted towards pulse
less health-conscious people, smokers
home grown taste, raw mango flavour with spices was an instant hit with people -value of
Indians
behaviour-
In India candy is usually bought in single pieces but consumers are buying in bulk- 5 to 10 in
one go.
Pulse candy can be eaten anytime but, in some places, it becomes mouth freshener after lunch
and sometime regular get together candy among friends
Initially pulse was launched in 50 p but at re1 pulse consumption is high which represents the
loyalty towards products
In Indian culture Aamchoor (tangy twist) believed to be good for digestion and also been used
in various Indian food.

Targeting-
Initially youth was the target who are low health conscious, which worked very well and
additionally working class, household women, smokes gave a positive response towards the
demand of pulse candy.
Now the advertisement shows that they are also targeting family and friends. they created a
valuable image in minds of customers by adding powder of spices with tangy taste in different
flavours of candy

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The company first targeted urban cities like Gujarat, Rajasthan and parts of Delhi. When got
positive results, they expand it over pan India.

Positioning-
In market there were already straight flavoured mango candies(rivals), the pulse came with
USP of tangy twist taste which gave them the advantage to offer something new to the
customer.
As DS group already had strong supply chain of other products like Rajnigandha, baba, etc
which gave the direct access to retail shops easily where the retailers push the product trial to
the customers using tagline “Praan Jaye Par Pulse Na Jaye”
Word of mouth took momentum which spread with the speed of 4g network where people
started referring the candies to their friends and colleagues.
The amazing part of the rise in demand which didn’t cost a single penny, the word of mouth
played the game.

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 MARKETING MIX

Product strategy-

 In INDIA, the common practice is to eat raw mango with something tangy. whether it is
“Aam panna” or a slice of raw mango sold on the road side, it incomplete without the
tang/spices. That is how the idea for pulse was conceived.
 Also, since straight flavour such as mango, orange and caramel were there in the market,
innovation was needed.
 Pulse started with kachcha Aam flavour only but later on added with litchi, pineapple,
orange, guava.
 Disrupted the market due to home grown taste, raw mango flavour with spices was an
instant hit with people of different ages.
 Extensive research of flavours.

Pricing strategy-

 Pricing is important as the products are used as currency by shops instead of giving change.
 And here the DS group took a big leap of faith here.
 At the time, pulse was being launched 86 percent of the industry was priced at 50 paise
 But they chose to go with the 14 percent when priced itself at re 1.
 We had to value-added candy, a 4gm candy, so we had to price it at re 1 to make it
sustainable.
 Also, it is consumers are more value conscious than cost conscious.
 They look for differentiated things which give them value for money”.

Promotion strategy-

 DS group proved that no form of marketing beats product marketing surpassing all
competition and beaten all the records
 They hardly spent a single penny on any marketing, the whole is due to “word of mouth”
publicity with social media also.
 Presence on all social networking platforms including facebook, twitter and Instagram.
 The catchphrase on the outdoor hoardings ad- “The Pulse of India” was also even suggested
by people itself

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 They use the strategy by telling retailers to promote their candy by saying “Bhaiya ek bar
kha k dekhiye, achha taste hai iska, ek bar khaenge to taste ko bhul nahi paenge.”

Place strategy-

 The key success factor for any involvement –FMCG product is the distribution channel.
 DS group- the creator of pulse already had a strong presence at outlets through the strength
of its flagship product- Rajnigandha.
 From a pan stall to a big retail shop, from urban to rural areas, the candy was sold
everywhere within its first few months of launch.
 More than 80% market coverage, frequent refillment and overall tight distributions norms
helped pulse be available at every nook and corner of the corner.
 The company has 30 depots, 160 super distributors and close to 1400 sub-distributors
covering close to 9500 villages.
 Every shop (paanwala, kirana, chemists, tapri) is stocking pulse.
 The biggest problem that companies face is that either their selling story for retailer is too
complex or non- existent.
 Pulse gave the retailers a perfect spiel to say to customers – “sir ek baar khaiye, iske beech
mien churan bhara hua h, bahut acha taste hai.”

PULSE IN NEW AVATAR

The category leader in hard boiled candy segment, Pulse has introduced a new and innovative
avatar “PULSE ZERO”. The first of its kind, ‘No salt, Sugar free’.

Pulse zero is a guilt free targeted at the health-

conscious adults and is poised to create a whole
new category of hard-boiled candies. consumer
can now savour their favourite kachcha Aam pulse
and celebrate a guilt free indulgence, without
worrying about sugar/salt intake. Pulse zero will be available in premium paan pulse outlets,
chemists and e commerce sites.

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 PRODUCT LIFE CYCLE GRAPH-

 In 8 months of launch, total sales accounted for rs 100 crore

 In 2016 producing 300-400 tonnes in a month
 In 2017 overall sales was Rs 300 crore beating sales of Oreo

As we see Pulse entered in a market as innovative family candy having new tangy twist taste

Filled with spices inside the candy and beating all the competitors creating a history in this
segment. The sales of Pulse is growing day by day.

The pulse candy is in growth category as when introduced, captured the market very soon with
the innovative idea and makes a brand image in just 2 years.

Customer reviews

As we talked to the customers almost 90% of the customers said that pulse candy is easily
available at small kirana store or at paanwala only some persons says that pulse is not available
in their locality or if available then at selected stores. Mostly people from south state said that
it is not available in there locality easily. This shows that pulse targeted more

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 in north and central regions of India most. This also shows the strong distribution approach
of DS group to reach to even the small retail shops/paanwala.
 From field data we found out that mostly 80% of customers buy it from nearby small shops
or paanwala. Only 20% of people buy it from departmental store. This shows that the
target market of pulse is mainly small kirana/paanwala store.
 Field data also proves that almost 88% customers buy it again and again because of its
tangy twist taste. They positioned it so well in the market after the extensive research on
flavour for 2 years.
 Pulse has its own image in the market, no one buys it just because of the brand image of
pass pass.
 From the field data we also found that people usually buy pulse anytime (51%), they just
buy when they see on any shop .35% of customers prefer it during evening walks,
hanging out with friends
 We also find that most of the buyers of pulse are youth (college students), smokers used
to have it after cigarette as a mouth freshener (roughly) about
50% of customers as youth). Housewives, job professionals also have it during working
hours.
 We also find in field that 70% of people usually buy 5-10 candies in a day,16% of people
buy 2-3 candies on a day and some (roughly 5%) are so addictive as they buy even 15-20
candies in a day.
 We have given the option for ‘what comes in their mind for pulse candy’.56% of people
choose “khatta mitha blast”,29% of people choose “sweet and tangy”,14% of people
choose “chatpati masti”.
 We find in field study that quality and quantity of candy is the most important character
to get the more loyal customers. Then comes to the
cost and brand name matter but when comes to competitors brand name makes no
significance over the quality

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Retailer review

 We also reached to the retailers of pulse; we find that there is a margin of Rs. 20 in every
box for small retailers. there are 114 candies in a box
 They sold it even with re1 margin per box because the demand is so high, sometimes it is
sold in black buy big shops retailer to small paanwala/small shops as they don’t want to
lose their customers.

conclusion

 In field study some customer also says that the khatta flavour did not last long in mouth.
they should improve this
 As kids were more inclined for candies but there is no light flavour of Pulse for kids.
 People are only liking the kachcha Aam flavour not all flavours are equally consumed as
their combination of spices in every flavour is not matching.

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