Orbit Chewing Gum
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Transcript of Orbit Chewing Gum
ORBIT
Swetha S (29) | Devika Gupta (93)
Advertising MBA | SIMC 2010
Orbit chabao, Health banao
About the Market
An attractive market
Source: http://images.google.co.in/imgres?imgurl=http://cadburyar2008.production.investis.com/en/strategic-review/world-confectionery/~/media/Images/C/cadbury-ar-2008/Images/content/mkt-growth-
rates.ashx%3Fw%3D450%26h%3D355%26as%3D1&imgrefurl=http://cadburyar2008.production.investis.com/en/strategic-review/world-confectionery/cadbury-markets.aspx&usg=__0yJGxogaOLebFfnQHhz8BBRHIG8=&h=355&w=450&sz=29&hl=en&start=39&sig2=xYEpOeA46vxd8cmxwQdNjw&tbnid=R5WNnXYkVgrrJM:&tbnh=100&tbnw=127&prev=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D36&ei=BTtfS7LCHZaXkQXU-8G0DA
The confectionery markethas grown steadily overthe past five years at arate of 5% (compoundannual growth rate)
Growth in developedmarkets, which representaround 60% of the totalby value, has been ataround 3% p.a. whereasgrowth in emergingmarkets, the remaining40%, has been strong ataround 10% p.a.
Global Confectionery Market Category Share: US Dollar Value
Source: http://images.google.co.in/imgres?imgurl=http://content.edgar-online.com/edgar_conv_img/2008/04/10/0001156973-08-000420_U55102U5510231.GIF&imgrefurl=http://google.brand.edgar-
online.com/EFX_dll/EDGARpro.dll%3FFetchFilingHtmlSection1%3FSectionID%3D5859162-12415-515043%26SessionID%3D7rCiWSCK0t83827&usg=__xqBET1rp6EfhzH8AASx_aLruWFo=&h=211&w=317&sz=6&hl=en&start=62&sig2=cT32pRTZgH5YdbzyhRSGIQ&tbnid=rbNFUWx6W4LeGM:&tbnh=79&tbnw=118&prev=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54&ei=ETtfS9jtKoygkQXLktWyDA
Global confectionery market is the world’s fourth largest packaged food market it is 9% ofthat market. Retail value of US$141 billion.
Global Confectionery Market Category Share: US Dollar Value
Source: http://images.google.co.in/imgres?imgurl=http://content.edgar-online.com/edgar_conv_img/2008/04/10/0001156973-08-000420_U55102U5510231.GIF&imgrefurl=http://google.brand.edgar-
online.com/EFX_dll/EDGARpro.dll%3FFetchFilingHtmlSection1%3FSectionID%3D5859162-12415-515043%26SessionID%3D7rCiWSCK0t83827&usg=__xqBET1rp6EfhzH8AASx_aLruWFo=&h=211&w=317&sz=6&hl=en&start=62&sig2=cT32pRTZgH5YdbzyhRSGIQ&tbnid=rbNFUWx6W4LeGM:&tbnh=79&tbnw=118&prev=/images%3Fq%3Dconfectionery%2Bmarket%2Bindia%2Bwrigley%2527s%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54&ei=ETtfS9jtKoygkQXLktWyDA
Developed markets, account for around 67% of the global market grew by 3%.
Sugar-free gum market grew at around 8% per annum.
Developed markets Emerging markets
Category : Confectionary
Chewing gum
Facts
International Sugar-free market
Market share
Spain leads 54%
Switzerland 49%
Medicated candy had started dominating the Asian market in which China 40%
Highest growth in China 36%
12 $ billion gum market is growing at 3%
Sale of sugar-free gum growing at 15%
Gum market in India
• Growth 20%
• Per capita consumption of gum 8 pieces/year
• Per capita consumption of gum in US 200 pieces/year
• Orbit closes at 10 million gum pieces everyday in India
• Size of India’s total gum category is around Rs 1,000 crore
Chewing gums 44%
Bubble gums 56%
*A C Neilson Report
Use of chewing gum or bubble gum
59% of adults
89% of teens
91% of children
73% of children prefer regular gum to sugarless
Average consumption per week
Adults 08 pieces
Teens 11 pieces
Children 04 pieces
- Confectionery market Rs 41 billion
- Volume turnover 223500
tonnes p.a.
- Urban areas 73%
- Rural markets 27%
- Hard boiled candy 18%
- Eclairs and Toffees 18%
- Gums & Mints & lozenges 13%
- Digestive Candies
& Lollipop 02%
- Overall industry growth 23%
Segment & sugar confectionery segment has declining by 19%
Indian Confectionary Market
• India is primarily a mono pack market while the market worldwide is amulti pack market.
• The trade is also significantly different with the global market relyingheavily on organised trade. In India retail outlets like paan shops, kiranaoutlets result in the bulk of the sales and organised trade is stillinsignificant in terms of sales.
• Functional products and sugar free confectionery dominate the worlwidemarket while that trend is yet to pick up in India
Consumption behaviour
Female respondents who have usegum or mints are significantly more likely thantheir male counterparts to usually carry theseproducts with them.
When it comes to experimentation, it is seen that about halfof respondents who use gum and mints strongly agreeor agree that they really enjoy trying new flavours of gumor mints
Only 60% prefer extremely bold flavours of mints and gumJust 55% of younger respondents, those aged 18-24like extremely bold flavours
Considering attributes of chewing gum, long-lasting flavouris an attribute desired by almost nine in ten respondentswho use gum
Competition
Happydent White by Perfetti
• Launched in India: 2001
• awarded the Indian Dental association (IDA) seal
• Sub-Brands: Happydent white and Protex Happydent white
Distribution:
Factory – C&FA – Distributor – Wholesaler/Retailer – Consumer
They have grown 25% in volume and 27% in value in the year 2002 over 2001.
Them VS Us
Brand Packaging Price (Rs.)Happydent White Bipack (one pillow pouch
with 2 dragees), Fliptop
1 & 10
Happydent Protex &
Happydent White Xylit
Blister Pack, Pocket
Bottle Pack
5 & 30
Wrigley’s Orbit Sachet, 6 Pellet Pack,
Bottle
1, 5 & 30
Happydent White ads
Happy dent white Smile please: http://www.youtube.com/watch?v=FuYNahGFQ68
Happy dent white elephant shine teeth: http://www.youtube.com/watch?v=mNYfXz1U3hk&feature=related
Happy dent white city light roshan roshan: http://www.youtube.com/watch?v=HdesIbwOYAA
Happy dent white sweater: http://www.youtube.com/watch?v=60dVify7zb0&feature=related
Orbit so far…
Phase I
USP of its ability to reduce the chances of tooth decay by 40% . Positioned as a functional gum
Shows the gum working even on a cowUse the protagonist Dr.Bhatawdekar
Agency BBDO Selling point White sparkling teethConsumer Insight Oral care Tagline " Its working“Jingle " Yellow Yellow Dirty
Fellow, White WhiteOrbit White"
Link to the TVC: http://www.youtube.com/watch?v=jDiNtKMqHG0&feature=relatedhttp://www.youtube.com/watch?v=tcmc7tWPJu0&feature=relatedhttp://www.youtube.com/watch?v=ntmskeD5lI4
Phase II
Advertising agency BBDO
Selling point Being used by cricketing superstars
Marketing Proposition Tying up with cricket
Consumer Insight Cricket has a huge fan following in India
Communicated value Being cool accessory
Phase III
Advertising agency BBDO
Selling point Khaane ke baad
Marketing proposition Dropping PH levels in the mouth after meals
Consumer Insight Health consciousness and changing lifestyles
Message communicated Launch of this chewing gum holds special
significance, as this leads to the danger
of teeth being susceptible to plaque acids,
which leads to manifold increase in
demineralization
Link to the TVC: http://www.youtube.com/watch?v=p_uNuGgmahs
Phase IV
Agency BBDO
Selling Point Gleaming teeth
Tagline ' Everyday Magic with’
Proposition The big idea is that a sweet smile creates magic in one's
life; focusing on Smile
Link to the TVC: http://www.youtube.com/watch?v=CBlUWuvjwYE&feature=related
Phase V
Agency Mudra
Selling Point IDA certified
Proposition only gum to be
certified by IDA
Insight Prevents tooth related
problems
Link to the TVC: http://www.youtube.com/watch?v=mb9tNkL943w
Phase VI
Agency Mudra Communications
Selling point Role model Deepika Padukone
as a health ambassador
Proposition To promote Orbit as a ‘dental
care specialist’
Tagline " It really Works “
Link to the TVC: http://www.youtube.com/watch?v=PgFJvIqVEVs
Some International Ads
For Orbit whitening
Some International Ads
For Orbit whitening
Some International Ads
For Orbit kids
Some International Ads
Some International Ads
Some International Ads
For Orbit clean feeling campaign
Some International Ads
Some International Ads
Some International Ads
Some International Ads: Khane ke baad | After any meal
PackagingBlister pack
6 pieces
Rs.5/-
Bottle
Rs.30/-
India follows western trade
Obesity hit the urban youth
• Diabetic population which will i increase to 80 million people by 2030
Aspirers and seekers growing Retail trade increasing - more demand for sugar-free
products
People eat chewing gum for several reasons
• Weight loss
• Freshness
• Health care
• Anti – smoking propellant
Weight Loss• Research from the University of Rhode Island shows :
– After subjects chewed gum in the morning, their calorie intake atlunch was decreased by 68 calories
– Additionally, when subjects chewed gum with a natural pace beforeand after eating, their energy expenditure increased and was higherby approximately five percent, as compared to when they did notchew gum.
• Research from the Pennington Biomedical Research Centerand Louisiana State University shows:– Chewing gum significantly reduced afternoon snack intake by 40
calories.
– Gum chewers also reported that their energy levels were maintainedbetween lunch and an afternoon snack, and they were significantlyless drowsy than non-gum chewers.
*Wrigley’s research
Health• Emerging research shows that the act of chewing gum can increase blood
flow to the brain. In fact, studies have shown that blood flow to the brainmay increase by at least 25-40 percent when chewing gum.
• 67 percent of everyday athletes who chew gum indicate they do so beforetheir sporting event or competition to help relieve stress.
• 56 percent of college athletes who chew gum indicated that they chewgum because in keeps them focused and 52 percent chew gum because itincreases their concentration.
• People's ability to learn, retain and retrieve information: gum chewers'scores were 24 percent higher than the control group on tests involvingimmediate word recall and 36 percent higher than controls on testsinvolving delayed word recall.
*Wrigley’s research
Our Target Audience
Age: 18-35
Educated
Professional
Professional
LooksFashionConscious
beauty
Style
healthy
Socialeats out thrice a week
Strivers
Seekers
Global Indian
chabao, Health banao
Fight the seven deadly sins
Objective
To make ORBIT a healthy replacement to the habit ofmunching and promote orbit as an easy way to loseweight.
Current Perception: Oral Care
New perception: Overall fitness
BIG IDEA
• We play on the fact that our TG likes to be fit and healthy, yet with thekind of social life that they deal with, it’s difficult to do so.
• So we suggest Orbit chabao, health banao
• We will seek to play on the concept of the seven deadly sins with respectto health and food, and get people to not indulge in gluttony or lust forfood etc rather chew chewing gums to kill the urge.
• Disruption occurs in the utility of the product.
• What better way to protect your teeth and lose weight!
Consumer definitions of good healthBeing trim/not
overweight5%
Physical fitness-well toned
muscles, flexible body12%
Mentally alert20%Energy/stamina
to carry on routine activities without feeling
tired30%
Immunity to illness/diseases
33%
Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010
What consumers do to stay healthy
72
71
67
62
41
53
31
23
19
17
8
Eating right quantities of food
Eating on time
Eating more of home made food
Eating a well balanced nutritious diet
Eating less of fried items, sweets
Getting regular sleep
Reducing stress
Regular exercise like walking, playing …
Cutting down on smoking/liquor intake
taking vitamins, tonic, health supplements
Going for preventive health check-upsAny food related
activity
99%
Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010
Where do we hit the consumer…
• We thus, target the consumer at places where he is likely to munch on things or when he is likely to munch on things.
• Such as:•Movie theatres (discard thebutter popcorn)•At office (in between meals)•At gyms•While in transit (railwaysstations, airports etc)
Concept: Seven Deadly Sins
• Gluttony: don’t eat more.• Anger: if you’re angry quit the smoke
and the food, take a gum• Greed: no more food• Sloth: if you get lazy don’t munch on
that extra weight• Envy: don’t envy a neighbour with a
good health, have good health of yourown
• Pride: be vain for a good body, it takesall that chewing to get there
• Lust: get lusty for safe health not morefood.
• Basis these sins our campaign will focuson avoiding munching to gain healthand remain healthy.
Medias Used
Internet
Out-of-home
RadioEvents
Point of Purchase
Internet
• Social media:
– Facebook: quizzes on which sin are you, how much orbit do you need to stay fit, whatdoes your eating pattern say about you .
– Games: tie-up with zapak or a facebook game, based on the common striker gameswherein people have to hit food and fat people using a striker which dispells orbitchews.
– Fan page, orbit badges application
• Banner ads for the same concept
– Banner ads on “kill the urge” and “don’t be a sinner” concepts
• Ads on the landing page of websites
• Dedicated website for people to know more about the campaign
– Take an oath/pledge to stay fit
– Learn more about simpler ways to stay fit
• Create funny viral videos after the campaign kicks off and try to promote the same idea
Out-of-home
• Hoardings/Bus shelters:
– Hire hoarding and bus shelters to build frequency about the campaign and have
• Helicopter:
– Showers of blessings: have helicopter drop orbit sachets in main metros on primelocations such as malls etc.
• Piñatas:
• these are South American clay made hangings which when broken have thingsinside something similar to a khoi bag that people have at birthday parties.
• There can be piñatas in the shape of fat or obese people which when hit break onlyto drop a shower of orbit satchets.
• These can be placed in malls, corporate parks, colleges etc.
• Mascots/human hoardings:
– Get people to dress up as the seven sins and roam around malls, colleges etcdistributing sachets of orbit .
• Malls:
– Have cut outs and banners hanging at malls
Event
• Anti obesity marathon:
– Date: 22nd May
– World obesity day
– Is an effective way to launch thecampaign
– Celebrate world obesity day byconducting a marathon of joggersor health conscious people topledge against extraeating, munching etc.
– Orbit branding to be done thereusing placards, signage's.
– Have the seven deadly sinsmascot move around with theparticipants in the rally.
Radio
• Radio jingles to promote the marathon.
• Also using radio promos to push the product by creating funny jingles allbased around the concept of the seven deadly.
• Get RJs to play quizzes with people and tell them which sin are they.
• Start an anti obesity radio jingle by Orbit
Packaging
• Sachets:
– Each pack containing two chewing gums
– Rs.2
– 7 flavours for seven sins
• Blister pack
– Holograms at the back which have fluctuatingimages of fat people and fit people.
Point of purchase
• Vending Machines which dispense Rs.2 sachets ofOrbit.
• Create new stands for the blister packs andbottles, wherein they are stacked in a way thatthey form the belly of a fat man/woman. On topof the stand there is a head of a person as well. Asthe product keeps selling, i.e. the SKUs reduceone is revealed a thin body below the stocks, toshow that the more you eat orbit the chances ofgetting healthier increase.
Distribution
• The vending machines to be placed at:
OfficesMovie Theatres
Gyms
Metro stations College canteens Airports
Tie-ups
• Tie-ups with dieticians/gyms can be done in order to both promote theirbrand and our product.
• The blister pack paper cover can be branded by health relatedorganisations, while the inside of the pack continues to have orbit detailson it. These blister packs can be distributed by the organisations at theirvenues.
• Probable tie-ups:
– Talwalkars
– Gold gym
Branded blister pack of orbit
References
• http://www.exchange4media.com/Brandspeak/brandspeak.asp?brand_id=30
• http://marketing-trends-india.blogspot.com/2009/08/happydent-backed-by-happening-ads.html
• http://www.tribuneindia.com/2004/20040929/biz.htm
• http://www.afaqs.com/perl/digital/case_studies/index.html?id=39
• http://74.125.153.132/search?q=cache:V92ypMx7QREJ:www.imagesfood.com/images/Research/Armed%2520to%2520the%2520teeth1.pdf+happydent+white+market+share+india&cd=7&hl=en&ct=clnk&gl=in
• http://www.icmrindia.org/business%20Updates/micro%20casestudies/Marketing/MCMK0030.htm
Thank you