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It was a relatively late entrant in the
lollipop segment. In the lollipop market that was declining (14
percent in 2002) and dominated by two brands Pim Pom of Joyco
and Mr Pop of Cadburys with a market share of 70 percent and 30
percent respectively, PVMI managed to emerge as a leader in 2003
with a market share of 46 percent.22
According to analysts, it had snatched the market leadership in
the lollipop category by moving away from the kid-centric
positioning of lollipops. |
The brand, marketed at the Rs.2.00 price point, was
also targeted at adults while emphasizing the long-lasting properties of
its lollipops in the initial ads, and then following it up with the
immensely popular colloquial advertising with the pay-off line Lagey
Raho (Keep going!).
Alpenliebe Creamfills, which the company had developed for the Indian
market, and promoted with the pay-off line Kuch alag Achanak
(Something different, Suddenly!), too did exceptionally well and was
also launched in other markets including China and Poland.23
In 2006, the sales of Alpenliebe in India were estimated to be Rs. 1.6
billion. It was not only PVMI's biggest brand but also the biggest brand
in the Indian sugar confectionery market.24
In the following year, PVMI roped in leading Hindi film actor Kajol for
promoting Alpenliebe.25
Analysts considered this a big shift considering that this was the first
time that PVMI was using celebrity endorsement for any of its brands.
However, Sameer Suneja26 was
quick to point out that the script called for Kajol's presence and that
it would help take Alpenliebe, which was already a big brand, to the
next level.
The new pay-off line Laalach Aha Laplap was used, which promoted
the message that when a person takes Alpenliebe once, the desire and
greed for the candy increases.
The ad campaign, created by McCann India27,
showed how a crocodile (animated) accidentally tastes an Alpenliebe and
follows Kajol around for more.
The launch of the Alpenliebe Chocoduet was also supported by a similar
ad featuring Kajol and the animated crocodile.
In early 2008, Alpenliebe was also involved in co-branding with popular
Indian actor Ajay Devgan's (Devgan) film You Me Aur Hum.28
Devgan, also Kajol's husband, appeared in the ad promoting the movie and
the brand. Analysts felt that the concept of Alpenliebe had been
beautifully integrated with the movie scenes and the theme.
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22] "'Being Observant Key to Success in
Advertising'," www.thehindubusinessline.com, September 8, 2006.
23] "Face-off: Sameer Suneja,"
www.financialexpress.com, March 11, 2008.
24] Harish B, "Alpenliebe : From the Alps," http://marketingpractice.blogspot.com,
August 3, 2006.
25] Priyaranjan Trivedy, "Kajol Vouches for
Alpenliebe in Ad," http://entertainment.oneindia.in, July 11, 2007.
26] Sameer Suneja was the head of Marketing at PVMI.
In February 2008, he was appointed as the CEO of PVMI.
27] McCann India was the Indian arm of one of the
leading international advertising group McCann Worldgroup. It handled the
advertising of Alpenliebe and Alpenliebe Creamfills since these brands were
launched in India. However, the advertising of Alpenliebe lollipops was handled
by the Chennai, India based ad agency Brand David Communications.
28] "Alpenliebe's Co Branding with You Me Aur Hum,"
http://ideasmarkit.blogspot.com, April 2008. |
