Pass Pass Pulse is a candy launched by the Dharampal Satyapal Group, a multibillion-dollar conglomerate. The Indian confectionery market is large, with hard boiled candies making up 48% and flavors like mango claiming 50% share. Pass Pass Pulse differentiates itself with its unique kachha aam and raw mango flavor. Its marketing strategy involves extensive flavor research, attractive packaging, and availability everywhere. It targets all age groups across India with a mass market strategy and pioneered a category shift from impulse to brand-driven buying. Word-of-mouth on social media was a major factor in its promotion, with consumers actively promoting the brand online.

1. Marketing Strategy of Pass Pass Pulse
Submitted by: Deepayan Biswas
Roll no: 215117061

2.  Dharampal Satyapal Group, a rapidly growing
multi-diversified conglomerate with a turnover
of more than Rs.6500 crores.
 It has a strong presence in high growth sectors
such as F&B, Hospitality, Mouth Fresheners,
Tobacco, Packaging, Agro Forestry, Rubber
Thread and Infrastructure. The Group has
further strengthened its presence in the F&B
category by entering into Dairy and
Confectionary segments.
 Founded in the year 1929, DS Group has
remained committed towards creating premium
quality products and has been credited with
several breakthrough innovations over the last
eight decades.
 The product range of DS Group has evolved
magnificently over the years and its undeterred
pursuit for ‘Quality & Innovation’ has given
impetus to consumer loyalty and satisfaction.
• .
About DS Group

3. Confectionaries Market and the
Category Attractiveness
• Indian confectionery market is estimated at 8,500-
crore ($1.3-billion).
• Hard Boiled Candy (HBC) segment account for 48%
of the total confectionery market.
• Kaccha Aam (26%) and Mango flavour (24%)
together claim 50% share in the HBC market.
• According to Nielsen India, in this market, there
are:-
– low entry-exit barriers
– Since the unit price is low, one has to sell large
volumes
– Innovation and introduction of new flavours are
two major growth drivers
– Distribution plays a key role

4. Competitors and their market share

5. Key to Success
1 rupees salty sweet game: A sensational flavour of kachha aam, then kala namak
type flavour and then sweetness of raw green mango.
Easy availability: it is available at each corner of the city.
Unique coloured wrapper: Attractive packaging with black and green colour on it, and
named pass pass on it.
Extensive research on the flavour: Research for more than 2 years on taste.

6. Target market strategy
Initially
• Geographic Segmentation: Since Rajasthani and
Gujarati cuisines share a similar tanginess as Pulse,
the company decided to test-market it in these
states first.
Eventually
• Mass Market Strategy: Raw mangoes are relished by
people of all age groups and geographies in India, so
there was no particular target group singled out for
Pulse.
• The candy, with its tangy taste cut across all age
groups and thus it became a full-fleged launch
eventually

7. Marketing Strategy
Market Pioneer Strategy
• The unorganised candy market in India is big, and no
brand has been able to break the tradition of flavour over
brand, wherein customers ask for "orange, mango or mint
wali" candy.
• Pulse has changed that. It has taken the category from
impulse-driven to Pulse-driven
• Indian customers usually buys candy in single pieces, but
in the case of pulse candy, consumers are buying in bulk—
five to 10 in one go.
Target audience:
• In terms of the audience, Pulse’s consumption cuts across
all age group and in terms of the communication, the
brand is targeting the youth, who can be anywhere
between 15-35 years

8. Promotion Strategy
• The makers of Pulse believe that it is one of the most
successful examples of brands built through word-of-
mouth, with social media facilitating the reach.
• While the company pushed the candy through in-store
promotions and an outdoor ad at select locations in NCR,
its fans were active in the online world.
• The brand has, thanks to them, has a presence on all
social networking platforms including Facebook, Twitter
and Instagram. People even went to the extent of making
‘Pulse – Fan Communities’ on FB and making their own
Pulse advertisements
• In fact, the catchphrase on the outdoor ad - 'Pulse of
India' - was also suggested by them.
• The brand saw a lot of popularity on the digital medium.
Celebrities and even consumers came out and made
their videos about the product. Consumers owned the
product which gave the brand a big boost and the
product was promoted a lot through word-of-mouth.

9. MEMES

10. TWITTER

11. SPURIOUS
PRODUCTS