The document discusses the global and Indian confectionery markets, focusing on the gum category. It analyzes the growth and size of the global and Indian gum markets, market shares of key players like Orbit and competitors like Happydent, and consumption trends. Orbit's marketing strategies over different phases are examined, highlighting how it has positioned itself on oral health, celebrity endorsements, and more recently on weight loss and fitness.

1. ORBIT
Swetha S (29) | Devika Gupta (93)
Advertising MBA | SIMC 2010

2. Orbit chabao, Health banao

3. About the Market

4. An attractive market
The confectionery market
has grown steadily over
the past five years at a
rate of 5% (compound
annual growth rate)
Growth in developed
markets, which represent
around 60% of the total
by value, has been at
around 3% p.a. whereas
growth in emerging
markets, the remaining
40%, has been strong at
around 10% p.a.
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-
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5. Global Confectionery Market Category Share: US Dollar Value
Global confectionery market is the world’s fourth largest packaged food market it is 9% of
that market. Retail value of US$141 billion.
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-
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6. Global Confectionery Market Category Share: US Dollar Value
Developed markets Emerging markets
Developed markets, account for around 67% of the global market grew by 3%.
Sugar-free gum market grew at around 8% per annum.
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-
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7. 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%

8. 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

9. 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

10. - 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%

11. Indian Confectionary
Market
• India is primarily a mono pack market while the market worldwide is a
multi pack market.
• The trade is also significantly different with the global market relying
heavily on organised trade. In India retail outlets like paan shops, kirana
outlets result in the bulk of the sales and organised trade is still
insignificant in terms of sales.
• Functional products and sugar free confectionery dominate the worlwide
market while that trend is yet to pick up in India

12. Consumption behaviour
Female respondents who have use
gum or mints are significantly more likely than
their male counterparts to usually carry these
products with them.
When it comes to experimentation, it is seen that about half
of respondents who use gum and mints strongly agree
or agree that they really enjoy trying new flavours of gum
or mints
Only 60% prefer extremely bold flavours of mints and gum
Just 55% of younger respondents, those aged 18-24
like extremely bold flavours
Considering attributes of chewing gum, long-lasting flavour
is an attribute desired by almost nine in ten respondents
who use gum

13. Competition

14. 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.

15. Them VS Us
Brand Packaging Price (Rs.)
Happydent White Bipack (one pillow pouch 1 & 10
with 2 dragees), Fliptop
Happydent Protex & Blister Pack, Pocket 5 & 30
Happydent White Xylit Bottle Pack
Wrigley’s Orbit Sachet, 6 Pellet Pack, 1, 5 & 30
Bottle

16. 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&featu
re=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

17. Orbit so far…

18. Phase I
Agency BBDO
Selling point White sparkling teeth
Consumer Insight Oral care
Tagline " Its working“
Jingle " Yellow Yellow Dirty
Fellow, White White
Orbit White"
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 cow
Use the protagonist Dr.Bhatawdekar
Link to the TVC:
http://www.youtube.com/watch?v=jDiNtKMqHG0&feature=related
http://www.youtube.com/watch?v=tcmc7tWPJu0&feature=related
http://www.youtube.com/watch?v=ntmskeD5lI4

19. 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

20. 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

21. 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

22. 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=mb9tNk
L943w

23. 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

24. Some International Ads
For Orbit whitening

25. Some International Ads
For Orbit whitening

26. Some International Ads
For Orbit kids

27. Some International Ads

28. Some International Ads

29. Some International Ads
For Orbit clean feeling
campaign

30. Some International Ads

31. Some International Ads

32. Some International Ads

33. Some International Ads: Khane ke baad | After any meal

34. Packaging
Blister pack
6 pieces
Rs.5/-
Bottle
Rs.30/-

35. 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

36. People eat chewing gum for several
reasons
• Weight loss
• Freshness
• Health care
• Anti – smoking propellant

37. Weight Loss
• Research from the University of Rhode Island shows :
– After subjects chewed gum in the morning, their calorie intake at
lunch was decreased by 68 calories
– Additionally, when subjects chewed gum with a natural pace before
and after eating, their energy expenditure increased and was higher
by approximately five percent, as compared to when they did not
chew gum.
• Research from the Pennington Biomedical Research Center
and Louisiana State University shows:
– Chewing gum significantly reduced afternoon snack intake by 40
calories.
– Gum chewers also reported that their energy levels were maintained
between lunch and an afternoon snack, and they were significantly
less drowsy than non-gum chewers.
*Wrigley’s research

38. 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 brain
may increase by at least 25-40 percent when chewing gum.
• 67 percent of everyday athletes who chew gum indicate they do so before
their sporting event or competition to help relieve stress.
• 56 percent of college athletes who chew gum indicated that they chew
gum because in keeps them focused and 52 percent chew gum because it
increases their concentration.
• People's ability to learn, retain and retrieve information: gum chewers'
scores were 24 percent higher than the control group on tests involving
immediate word recall and 36 percent higher than controls on tests
involving delayed word recall.
*Wrigley’s research

39. Our Target Audience

41. Age: 18-35

42. Educated

43. Professional

44. Professional

45. Looks
Fashion
Conscious

46. beauty
Style

47. healthy

48. Social
eats out thrice a week

49. Strivers
Global Indian
Seekers

50. chabao, Health banao
Fight the seven deadly sins

51. Objective
To make ORBIT a healthy replacement to the habit of
munching and promote orbit as an easy way to lose
weight.
Current Perception: Oral Care
New perception: Overall fitness

52. BIG IDEA
• We play on the fact that our TG likes to be fit and healthy, yet with the
kind 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 respect
to health and food, and get people to not indulge in gluttony or lust for
food 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!

53. Consumer definitions of good health
Being trim/not
overweight
5%
Immunity to
illness/diseases
33% Physical fitness-
well toned
muscles, flexible
body
12%
Mentally alert
Energy/stamina 20%
to carry on
routine activities
without feeling
tired
30%
Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010

54. What consumers do to stay healthy
Any food related
Going for preventive health check-ups 8
activity
taking vitamins, tonic, health supplements 17
Cutting down on smoking/liquor intake 19
99%
Regular exercise like walking, playing… 23
Reducing stress 31
Getting regular sleep 53
Eating less of fried items, sweets 41
Eating a well balanced nutritious diet 62
Eating more of home made food 67
Eating on time 71
Eating right quantities of food 72
Source: The Knowledge Company, Technopak | The Marketing Whitebook 2009-2010

55. 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 the
butter popcorn)
•At office (in between meals)
•At gyms
•While in transit (railways
stations, airports etc)

56. 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 your
own
• Pride: be vain for a good body, it takes
all that chewing to get there
• Lust: get lusty for safe health not more
food.
• Basis these sins our campaign will focus
on avoiding munching to gain health
and remain healthy.

57. Internet
Point of Out-of-
Purchase home
Medias
Used
Events Radio

58. Internet
• Social media:
– Facebook: quizzes on which sin are you, how much orbit do you need to stay fit, what
does your eating pattern say about you .
– Games: tie-up with zapak or a facebook game, based on the common striker games
wherein people have to hit food and fat people using a striker which dispells orbit
chews.
– 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

59. 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 prime
locations such as malls etc.
• Piñatas:
• these are South American clay made hangings which when broken have things
inside 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 only
to 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 etc
distributing sachets of orbit .
• Malls:
– Have cut outs and banners hanging at malls

60. Event
• Anti obesity marathon:
– Date: 22nd May
– World obesity day
– Is an effective way to launch the
campaign
– Celebrate world obesity day by
conducting a marathon of joggers
or health conscious people to
pledge against extra
eating, munching etc.
– Orbit branding to be done there
using placards, signage's.
– Have the seven deadly sins
mascot move around with the
participants in the rally.

61. Radio
• Radio jingles to promote the marathon.
• Also using radio promos to push the product by creating funny jingles all
based 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

62. Packaging
• Sachets:
– Each pack containing two chewing gums
– Rs.2
– 7 flavours for seven sins
• Blister pack
– Holograms at the back which have fluctuating
images of fat people and fit people.

63. Point of purchase
• Vending Machines which dispense Rs.2 sachets of
Orbit.
• Create new stands for the blister packs and
bottles, wherein they are stacked in a way that
they form the belly of a fat man/woman. On top
of the stand there is a head of a person as well. As
the product keeps selling, i.e. the SKUs reduce
one is revealed a thin body below the stocks, to
show that the more you eat orbit the chances of
getting healthier increase.

64. Distribution
• The vending machines to be placed at:
Gyms
Offices
Movie Theatres
Metro stations College canteens Airports

65. Tie-ups
• Tie-ups with dieticians/gyms can be done in order to both promote their
brand and our product.
• The blister pack paper cover can be branded by health related
organisations, while the inside of the pack continues to have orbit details
on it. These blister packs can be distributed by the organisations at their
venues.
• Probable tie-ups:
– Talwalkars
– Gold gym
Branded blister pack of orbit

66. 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/im
ages/Research/Armed%2520to%2520the%2520teeth1.pdf+happydent+white+mar
ket+share+india&cd=7&hl=en&ct=clnk&gl=in
• http://www.icmrindia.org/business%20Updates/micro%20casestudies/Marketing/
MCMK0030.htm

67. Thank you