NOW THAT’S A CH-OFFERING

If you hunt Webster’s for this one, chances are you’ll never find it. Just close your eyes for a minute and think, you’ll know what this means! For sure we’ve all gone through, rather are going through it. Right from the days of Parle Kissme, Coffee-byte, and Melody-hai-chocolaty to the ‘Shaadi-aur-tumse-kabhi-nahi’ Ravalgon paan pasand, wow we’ve relished them all. But that was a different genre all together. Slowly Cadbury’s put in our brains that chocolates are not just for kids. Why? Not just for making us happy but also to induce sales. If we speak of current market scenario, the Indian ‘taste-bud-share’ is dominated by Perfetti-van-melle’s SKUs the fav being Alpenlebe.

A couple of thoughts I’d type here. We got most of these candies priced at Ps.50 or Re.1. First point to ponder is why are most of the candies priced at these two points always? Ever since the time we remember. Is it because as kids, our purchase level restricts us to spend maximum Re.1 on a candy. Well, clearly this is an industry where one ‘takes’ the market price, but hasn’t there been a product clearly even from major players Cadbury and Perfetti which could charge a premium on their offering?
For the sake of speculation, Cadbury’s has recently launched a new offering called CADBURY SHOTS which are these little balls of Cadbury Dairy Milk Chocolate encased in a crispy sugar shell. Their TVCs cheaply showcase the mann-mein-laddu-foote liner.

Well, can they ever think of some other type of extension? I mean yaa we all love Cadbury but we also need to move ahead of cashing on the dairy milk thingy. The history of Cadbury dairy milk can never be replicated by the company and they wanna make the most out of it in some way. Anyways it is priced at Rs. 2 and the only justification for it is that one pack has 2 shots in it. Well that boils down to the Re.1 per shot again. Isn’t there any chocolate which can command Rs.2 on a single unit?



Well my gray matter found one reply and that came in one of the companies which had long ago positioned its chocolates as ‘Gift for someone you love’. Remember Nope? Ok their chocolate bars were washed out of market when giants Cadbury and Nestle stocked all possible SKUs in the general stores and simultaneously in our mouths. Yes thats Amul! So our very own desi brand is back with an offering which is Rs.2 for one unit – something which I was talking about. So what is it all about- lets catch a glimpse...ahem to tell you, this is an EXCLUSIVE DASHBOARD REVIEW which you possibly won’t find anywhere on net!



The brand featured today is AMUL CHOCOMINIS. Well CHOCOMINIS- The fun shaped Chocobites, as they call it comes at Rs.120 per box for 400 gm. Now you’ll say who will buy it at Rs.120 and the purchase will be restricted for special occasions only. Well not really, coz Mera Bharat Mahaan! Although the box clearly says INSIDE CONTENT NOT TO BE SOLD LOOSE. It doesn’t take any efforts for our neighbourhood Baniyaa to sell off the SKUs for Rs.2 per piece. About the impact of the product- I am sure, since they haven’t utilised their advertising muscle for this offering yet, Amul surely hasn’t launched it at ‘pan-India’ levels. Clearly, they should take a cue from this gesture of the kirana stores and have some sort of plans to launch single piece for Rs.2 per since the market is there, ripe for the taking. The TG here is not the kids but college-going youth who have a relatively higher disposable income (on chocolates and generally in eatables category).

Firstly the possible desired positioning by AMUL for Chocominis –
“Like the erstwhile ‘Gift for someone you love’ platform here is another offering from India’s largest dairy house, a promise of taste and happiness for those special occasions and being sugarless- at the cost of no calories!”
Dashboard recommends Amul to do coupla things in months to come.
1. The product is gaining momentum and with festivities (not Diwali, I am talking about X’mas time frame), escalate the launch possibly in other cities too, if you haven’t yet – more tastebuds deserve it!
2. Rethink about the single packs again. If you are restricting the purchases to festivities – which seems to be the possible trick- RETHINK.
3. The youth like it- a small observation, the box finishes by a cycle of 2-3 days. When I asked Mr.Baniyaa about this he said the order cycle is pretty hectic.

There are days when guys come and pick the whole pack so there is a dual demand- for whole packs and for singles too. What will AMUL do with the brand is eventually is upon the top ranked brand managers there but I’ll just say one thing – Please don’t underestimate the brand equity of Chocominis- for once it is the only ch-offering which is at a unique price point.