Presentation elaborates on how D.S Group can cross national boundaries and take their name in International Market by taking their Pulse Candy in Thai market.

1. INTERNATIONAL MARKETING
CANDY OF THE YEAR (2015) IN INTERNATIONAL MARKET

2. D.S GROUP - NAME BEHIND THE TRENDING CANDY
Company Portfolio & Timeline
Tobacco
Products
Mouth
Freshener
Confectio
nary
Food &
Beverages
Dairy
Rubber
Hospitality
Agro
Forestry
Printing &
Packaging
Dharampal Ji
in 1929
CANDY
OF THE
YEAR
2015
“To be a leading
quality & innovation
driven global
conglomerate.”

3. HOW PULSE GOT ITS PULSE ?
Manufactured in Uttarakhand, Jamnagar,
Ahmedabad & Hyderabad.
LAUNCH: 4 FEB 2015
JAIPUR
CANDY OF THE YEAR
‘PULSE’ - A Kachcha Aam flavoured hard boiled
candy with a tangy twist The new candy is not a mere
candy but an experience of flavors combined with the
gesture of sharing.

4. PULSING THE DOMESTIC MARKET
Crossing the mark of 100 Cr. by March 2016
Producing 300-400 Tonnes of Pulse Candy every month.
Present at 8,50,000 + retail outlets in India.
THATS NICE! WHAT’S MARKETING BUDGET ?
INR: 0.0
THEN HOW?

5. WHY INTERNATIONAL ?
Sugar confectionary
and mouth
fresheners is
witnessing highest
growth.
Diversification in all
major industries in
India. So why not
GLOBAL ?
Aligned with
Business Strategy

6. OK ! ACCEPTED!! BUT WHY THAILAND ?
Rule of Law
Government Size
Regulatory
Efficiency
Open MarketsProperty Rights
Freedom from
Corruption
Fiscal Freedom
Government
Spending
Business Freedom
Labor Freedom
Trade Freedom
Investment
Freedom
Monetary
Freedom
Financial Freedom
http://www.heritage.org
ANSWER: ECONOMIC FREEDOM PERSPECTIVE

7. WORLD RANK: 67 REGIONAL RANK: 11

8. Reasons for Choosing Thailand Strategically
• Population: 68.7 million (Bigger Test market)
• GDP (PPP): $985.5 billion (More than
Singapore)- Upper Middle Income Category
• 0.7% growth in 2014 (Developing)
• Inflation (CPI): 1.9% (More buying capacity)
• FDI Inflow: $12.6 billion (Medium compared
to other Asia-Pac )
Reasons for Choosing Thailand Tactically
• 3rd largest Mango Producer (Raw Material)
• Island Country- Sour Taste (Tropical Nature)
• Average Thai Sourness= Highest American
Sourness
• 1Mn Indian Tourists (2015), 1Mn Indian
Locals
• 7.8Mn ASEAN Tourist (2015)
STRATEGY & TACTICS BEHIND THAILAND

9. India Thailand Free Trade Agreement
India's 'Look East' policy ,Thailand's
'Look West' policy
Indian exports to Thailand US $3.04
billion-’14 (8 times since 2000)
US $64Mn Investment from India-2014
INTERNATIONAL MERCHANDISE TRADE
http://www.doingbusiness.com

10. ANALYZing INTERNAL ENVIRONMENT
PEST
ANALYSIS
Constitutional
Monarchy
Stable
Government
Export: Major source
of GDP
GDP: 985.5 Billion
USD
Unemployment Rate: 0.9%
GDP Per Capita :
15319 USD
Limited R&D
Investment
Weak IPR Protection
Population: 67.2 Million
Religion: Buddhist 93.6%
Low Literacy
Rate
Income/Capita: Upper
Middle Income Category
High Social
Media Presence

11. T
SWOT ANALYSIS
S W O
Unique
Flavor
Strong Inter-
Country
Trade Relations
Liking of Sour
Taste by Thailand
People
Consumption
amongst Indian
Tourists
No Parent Brand
Presence
Low Marketing
Budgets
Relaxed Labour
Laws
Within country
Manufacturing
Feasibility
Sweet
Confectionary
Market Growth: 73%
Established Local
& Global Players
eg: Nestle, Mentos
Aki-ko (Local)
Calorie Conscious
people
Low Entry
Barriers

12. Tam
arind, Aki-ko,Sour Punk etc.
Low
Entry Barrier
Zour Bomb, Zip Bomb etc.
Competitive
Rivalry
HIGH
Threat of
Substitute
MODERATE
Bargaining
Power of
Suppliers
HIGH LOW
Threat of
New Entrant
RELATIVELY
HIGH
PORTERS5FORCES
Bargaining
Power of
Buyers

13. PRODUCT ADAPTATION BEFORE GOING INTERNATIONAL
Shape of Candy to be in Mango.
Lūkxm rs̄ perī̂yw thī̀ dī
thī̀ s̄ud kạb bid
Modification in Packaging
from Kacha Aam with Tangy Twist to
“The Ultimate Sour Candy with a Twist”

14. MARKETING PLAN
Brand Name: Paas Paas Pulse
Category: Boiled Sugar Candy
Features: Raw Mango with Powdered Core.
Shape: Mango Shaped
Packaging: Wrapped in Dark Green & Black wrappers.
Super Market: 22 %
Convenience Stores: 16%
Candy Stores: 12%
Gas Station & Drug Stores: 8%
Pricing Strategy: Going Rate Pricing
Avg Candy: 400-500 Thai Baht/Kg
Cost Per Candy: 2 Thai Baht. (TBH)
IMC Channels:
Online Advertising - YouTube/ Facebook / Instagram
Promotions: In-Store & Sales Promotions
OOH Advertising.
Product
Place
Price
Promotions

15. SEGMENTATION - - - - - TARGET MARKET
Geographic
Demographics
Psychographic
Behavioral
North Region, Northeast Region,Central Region,
East Region, West Region & South Region
Age: Anyone above 5 years of Age
Gender: Male & Female
Income Groups: 5000-10000 || 10000-20000 || 20000 +
Central,South & East Region
Gender: Male & Female
Age: Anyone below 26 years
Income: 5000-10000 TBH
Lifestyle: Low Health Lifestyle
Frequent Purchase
Lifestyle: High on Health Consciousness &
Low on Health Consciousness
Rate of Usage & Loyalty Status
TARGET MARKET
SELECTION
STRATEGY
Product
Specialization
Strategy

16. UNLIKE OTHERS! WE ARE UNIQUE
Aki-ko
Japanese
Fruit Candy
Sampalok/
Tamarind
Candy
Mango Pulp
Chewy Soft
Candy
Botan Herbal
Freshener
Candy
AVAILABLE CANDIES IN THAI MARKET
Not just a mere candy but an experience of flavors combined with
gesture of sharing & friendship.
WHATS SO DIFFERENT ?
Sensational Raw Mango Flavor
Slow Emergence of salt flavor
Sweet Taste when you’re almost done!
The ultimate sour candy with a twist!

17. LETS MAKE THE JOURNEY INTERESTING & CHALLENGING
OOH
Ads.
Brand
Awareness
Test
Marketing
Variants like:
Tamarind,Orange &
Lemon, Lychee.
Brand
Recall
Aggressive
Marketing
Exploring other
chocolates & mouth
freshener markets.
Pruning non-
successful
product lines

18. WOAH! WHY WAITING ? LETS KICKSTART
Billboard: To signify difference
from traditional
candies available in
Thailand
Product Placement at streets.
?
Maximum Eyeballs
Continuous Brand Recall
High Brand Awareness

19. HURDLES TO CROSS IN THE JOURNEY
Exporters need to navigate relevant product registration, retailer listing processes
and labeling requirements for Thailand with strict domestic standards and
processes which involves a lot of time and cost.
POSSIBLE BARRIERS High
Transaction
Cost
Language
Barrier
Limited Support by Govt.
on R & D , HRD Programs
HOW TO OVERCOME ?
Know opportunities from exporters, freight forwarders, foreign importers, distributors & state govt.
Develop an export plan with adequate resourcing, long term perspective and commitment.

20. FINAL WORDS
In a nutshell, Thailand still needs to simplify its taxation, customs and other public
administration, procedures and regulations for easy trade.
Like India, ‘Pulse’ could be a huge success in Thailand because Thai people have a
similar taste when it comes to candy and most of them eat candy 2-3 times a
week.
When marketers see the opportunity in a new foreign market and decide to
expand into that market, they need to consider the uncertainty and unfamiliar
problems that lie ahead and should set their marketing plan accordingly.

21. PEOPLE BEHIND THE EFFORTS
Tuhina Sharma
Gaurav Mishra
Aditi Jain
Parag Samant
Meet Dave
Gaurav Singh Bisen
The Google of our Group.
Our Marketing Data Scientist! Can’t prove him wrong !
Women behind Ad Campaigns & USP.
The Deep Dive Thinker & Loud Presenter!
Man behind our Advertisement from Scratch!
Designer behind making the “ppt” an Experience.