Nov 03, 2008 09:23 AM
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Do you remember one of the companies which had long ago positioned its chocolates as ‘Gift for someone you love’. Nope? Ok their chocolate bars were washed out of market when giants Cadbury and Nestle stocked all possible SKUs in the general stores and simultaneously in our mouths. Yes thats Amul! So our very own desi brand is back with an offering which is Rs.2 for one unit – something which I was talking about. So what is it all about- lets catch a glimpse...ahem to tell you, this is an EXCLUSIVE DASHBOARD REVIEW which you possibly won’t find anywhere on net!
Well CHOCOMINIS- The fun shaped Chocobites, as they call it comes at Rs.120 per box for 400 gm. Now you’ll say who will buy it at Rs.120 and the purchase will be restricted for special occasions only. Well not really, coz Mera Bharat Mahaan! Although the box clearly says INSIDE CONTENT NOT TO BE SOLD LOOSE. It doesn’t take any efforts for our neighbourhood Baniyaa to sell off the SKUs for Rs.2 per piece. About the impact of the product- I am sure, since they haven’t utilised their advertising muscle for this offering yet, Amul surely hasn’t launched it at ‘pan-India’ levels.
Clearly, they should take a cue from this gesture of the kirana stores and have some sort of plans to launch single piece for Rs.2 per since the market is there, ripe for the taking. The TG here is not the kids but college-going youth who have a relatively higher disposable income (on chocolates and generally in eatables category).
There are days when guys come and pick the whole pack so there is a dual demand- for whole packs and for singles too. What will AMUL do with the brand is eventually is upon the top ranked brand managers there but I’ll just say one thing – Please don’t underestimate the brand equity of Chocominis- for once it is the only ch-offering which is at a unique price point.
