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Happydent: Backed by Happening Ads
Chewing gum is one of the most popular traditional confectionary item which has endured the test of time through suitable product evolution & innovation.Typically,chewing gum is made of Chickle, a natural latex product(that is why the brand name-Chicklets).If we look at the per-capita consumption of chewing gum in India it is only 8 per year as compared to 2000 per year in U.S.A & 1000 in Russia. The current size of the Indian chewing gum market is estimated to be about 1000 Crores(INR)thus it offers huge opportunity to companies like Perfetti & Wrigley in terms of market & new product development.
Perfetti launched the brand `Happydent’ in 1970 along with Alpenlibe, Big Babol and the brand has been growing ever since. The parent company of Happydent, Perfetti Van Melle was established in March 2001 through the merger of Perfetti S.p.A and Van Melle NV. In 2001, Perfetti Van Melle India introduced the functional gum category to India by way of Happydent White, a chewing gum containing ingredients (baking soda) that provides the benefit of keeping teeth naturally white. In this category, Happydent competed with strongly entrenched brands with high awareness and big spends. The brand was sailing along but could not really shake the competitors. In early 2006, Orbit White (Wrigley’s) stepped up, with marketing inputs. It has been as serious potential threat to Happydent White.
The category of chewing gums is an impulse purchase and so ads play a very important role in market share. Based on the fact that “whitening” is perceived as a desired consumer benefit Happydent took the liberty of dramatizing whiteness to a degree of unbelievable, a fantastical exaggeration- Thus was borne the bizarre idea of a human bulb—a man who is a professional bulb since his teeth are so white. Spontaneous recall more than doubled to 16 percent, from the previous 8 percent in 2005. Market share simply doubled and trebled. Total brand awareness scores of HAPPYDENT doubled and grew dramatically to reach the 90 percent level. Gross national volume grew by 102 percent over 2005 figures.
Happydent has also been successful in increasing health awareness amongst consumers thus making functional gums the most exciting sub-category within confectionery. What adds to the excitement is the fact that functional aspects bring some level of “planning” in the purchase procedure from the customer’s side. This is good news as it means incremental business for confectionery-players with increased relevance to the customer and possible addition in the monthly grocery list. To tap into this opportunity Happydent has tried innovative pricing and new packaging (pocket bottles) which carry aesthetic appeal which tends to increase per-customer-throughput . The launch of products like Protex Happydent which is claimed to prevent tooth decay due to the presence of a special ingredient called 'Xylitol' and Happydent White which contains sodium bi-carbonate helps to keep teeth clean & white helped to leverage its position in this segment. The latest variety is Happydent wave which is already making the waves in the market.
source: marketing-trends-india.blogspot.com