The IIMA case study delves into innovative marketing strategies and Strategic decisions The journey of Pulse Candy as a brand provides a comprehensive look at how DS Group identified a need in the market, developed a unique product and overcame various challenges to achieve phenomenal success.
“We are deeply honoured by the recognition of Pulse Candy by IIM Ahmedabad as a case study,” Rajiv Kumar, Vice Chairman, DS Group, said in a statement. “We hope that this case study will serve as an inspiration to future marketers and entrepreneurs,” he added.
Professor Sanjay Verma of IIM Ahmedabad said, “The inclusion of Pulse Candy in our case study series underlines the remarkable intersection of innovation and strategic acumen. Pulse Candy’s journey from a bold market entry to becoming an industry leader is a testament to the power of creative marketing and strategic vision. It is a compelling example of cultural marketing and how well-executed strategies can redefine market dynamics and achieve unprecedented success.”
This three-part case study examines DS Group’s strategic entry into the competitive hard candy market. The FMCG giant’s transition into a sector dominated by established domestic and international players is explored in detail. The study analyses the identified market opportunity and DS Group’s approach to product differentiation. It provides a comprehensive overview of market size, growth, segmentation, key competitors and distribution channels.
Pulse Candy achieved sales of Rs 1,000 crore in eight months through BTL, digital and influencer marketing. Some of DS Group’s other key brands include Catch, Pass Pass, FRU, Ksheer, Rajnigandha, LuvIt, BABA, Tulsi, L’Opera, Le Marche, Birthright, Namah, etc.
Disclaimer:
The information contained in this post is for general information purposes only. We make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the website or the information, products, services, or related graphics contained on the post for any purpose.
We respect the intellectual property rights of content creators. If you are the owner of any material featured on our website and have concerns about its use, please contact us. We are committed to addressing any copyright issues promptly and will remove any material within 2 days of receiving a request from the rightful owner.