Sustaining Brand Differentiation
Pulse Candy: Sustaining the Brand Differentiation
Pulse Candy: Sustaining the Brand Differentiation
no plagirism, please put citation and references.
- Use Porter’s Five Forces Analysis framework to analyze the confectionery industry in India.
- Pulse was launched after test marketing in a few cities. How important is test marketing in the confectionery industry? Did the test marketing delay the national launch of Pulse?
- What are the main challenges for marketers of sugar confectionery products in India, and how can one overcome these challenges?
- How successful is Pulse? Critically evaluate its marketing program.
- Using the example of Pulse, explain how the customer’s path to choosing a product has changed with the advent of social media.
- Do you think the Pulse innovation provides the company with a long-term differentiation strategy?
no plagarism also give citationa and references
Answer preview
In 1999, Dharampal Satyapal DS entered the confectionery industry through the launch of Pass, a mouth freshener. Diversification led the group to launch a hard-boiled candy called Pulse. The mango-flavored candy was a success in its test markets, leading to its distribution throughout India. The popularity of the candy led to the production of cheap knockoffs by other industries. Brand differentiation became an option to maintain the candy’s competitive advantage (Mehta & More, 2018).
Confectionery Industry in India
The first force in Porter’s five forces analysis framework involves competitive rivalry. The sector contains more than ten leading confectionery manufacturers…
(850 words)