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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