Of Bubli and Bubbaloo

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‘Kuch meetha ho jaye’ and Big B: the duo became the magic wand that successfully converted Indian tastes for the traditional mithai into chocolates. And now, Cadbury has boldly ventured into the bubble-gum space with ‘Bubbaloo’ and with similar panache, hopes to strengthen its confectionery portfolio. The chocolate major already has a strong presence in the candy space with ‘Éclairs’; and in the mint space with ‘Halls’. Bubbaloo’ will close the gap for Cadbury, allowing it to reap rewards in the Rs. 180 crore Indian bubble-gum market. The company aspires to seize about 10% share into its basket.

According to the Marketing Director, Cadbury India, Sanjay Purohit, “India is one of the fastest growing gum markets in the world and we see massive potential for Bubbaloo. The move will significantly contribute to enhance our leadership position in the category.” In India, Bubbaloo (already a dominant global brand present in 25 countries) will see a focused 360 degree marketing campaign in order to reach out to consumers. The campaign will be anchored by Bubba – the cat, the brand mascot. Cadbury is also keen to initiate various programmes and on ground activities to engage consumers. Adds Purohit, “We are looking to achieve double-digit market share in 18-24 months which will contribute to 5% of our total business.” With competitors like Boomer and Big Babool already reigning in the segment, Bubbaloo may face some obstacles, yet with the segment growing at 20% per annum, Cadbury is rightly investing time and energy to boost its chewy avtaar.

Edit bureau: Disha Gandhi

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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An Insight Into The Handset Story

The Sunday Indian - India's Greatest News weekly

Communication is the truest form of expression. Communication transcends all class, social, cultural, economical and geo-political barriers. The mobile divide is fast disappearing. Access to mobility is no longer a privilege of the few (minority) but has become a right of the masses (majority). Delivering mobility right to the citizens of the country is the greatest challenge and will prove to be the biggest reward.

Over the last decade, mobile phones have transcended economic barrier and evolved from being a luxury for a privileged few to becoming an intrinsic part of individual lifestyles and needs. The mobile phone industry has worked together to drive this affordability and availability of handsets and services with India being recognised as one of the fastest growing telecom markets.

India is fast emerging to be the hub of mobile telephony. Today, it is among the top few countries experiencing exponential sales and growth rates. As representatives of this fast growing industry we will take this target as a challenge and strive to take India to the next level of connectivity and mobility. It is our responsibility to give the best that technology has to offer.

The mobile divide between those who have a mobile and those who do not, is fast disappearing. Access to mobility is now catching up fast with the masses. Today, almost two out of every nine Indian have a cell phone in their hand. This should grow to one out of two in the next few years. Mobile cell phones and services are the most affordable in India compared to all other countries including China. This is the accelerator which bring mobiles within the reach of all, including the very young and very elderly.

With 24x7, mobility becoming a prerequisit, Indians have begun to opt for personal digital assistants (PDAs) like never before. Companies in an attempt to extract maximum productivity from their field workers and mobile work forces, managers of public sectors units and enterprises are looking at migrating to providing their personnel with personal digital assistants or PDAs, which will ensure round the clock connectivity without the hassles of a laptop. With India poised to become the world’s third largest mobile population by 2007, handsets makers are taking a careful look at the kind of products their stables are unleashing.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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