Confectionary - World of chewing Gums .ppt

Confectionary - World of Gums

1. THE WORLD OF GUMS
By Team NPD

2. Global confectionery overview
With a share of approximately 200 Tonneseach, North America, Asian Pacific
and Latin America lead the chewing gum market. The regions of India and
Australasia are still quite small in comparison with the other markets.

3. Global confectionery overview

4. Indian Gums market
•Size of India’s total gum category is around Rs 1000 crore
•Estimated growth rate –20%
Source –AC Nielsen report
0 50 100 150 200
US
Russia
India
Global consumption pattern
Global consumption pattern

5. Category –Share & expected growth in formats
0%
10%
20%
30%
40%
50%
60%
70%
Bubble gum Functional gumChewing gum Sugarised gum
Share in 2010
Expected growth in 2011
Source: EuromonitorInternational

6. Leading gum flavors

7. Key players in category
0%
10%
20%
30%
40%
50%
60%
70%
Perfetti's brandsWrigley's brandsCadbury Candico
Share of category
Share of category
Source: EuromonitorInternational
552 cr
251 cr
62 cr

8. Share of brands
40%
20%
16%
6%
4%
4%
3%
1%
0.64%
0.58%
4%
Center fresh
Boomer
Big Babol
Bubbaloo
Happydent
Orbit
Doublemint
Chlormint
Candico
Trex
Others
Source: EuromonitorInternational

9. Value of top brands
0
50
100
150
200
250
300
350
400
450
Center fresh Boomer Big Babol Bubaloo Orbit Happydent
Value of brands (In cr)
Value (In cr)

10. Users of gum
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Adults
Teens
Children
Average consumption per week
•Children –04 pcs
•Teens –11 pcs
•Adults –8 pcs

11. Perfetti –Center fresh
Year of launch 1994
Formatof product Center-filled chewing gum
Flavors Spearmint, Sweet mintand Peppermint
Share ingum category 40%
Value of brand (in CR) 400 CR
Brandtagline Zubaanpelagaam
Iconic moments Association with world cup as official sponsor
ATL spends (Jan-July 2011) Rs 11.5 CR (approx)
SKUsizes Rs 1/-(3.7g) and Rs 6/-(19g)
Trade margins Distributor(5% approx),Retailer(12% approx),
Trade Schemes (19 %)
Consumer promotion NA
Secondary packaging 150pcsJar, 175 Pcsjar, Mono Carton for 6 rupee

12. Perfetti –Center fruit
Year of launch 2006
Formatof product Liquid-filled chewing gum
Flavors Strawberry, Grape, Watermelon, TuttiFruity ,
Sweet mango
Share ingum category NA
Value of brand (in CR) NA
Brandtagline KaisiJeebhlaplapayee
Iconic moments NA
ATL spends (Jan-July 2011) NA
SKUsizes Rs 1/-(3.7g) and Rs 10/-(32.8g)
Trade margins Distributor(5% approx),Retailer(12% approx),
Trade Schemes(19 %)
Consumer promotion NA
Secondary packaging 150pcsJar, 175 pcsJar, 24 pcseach of Rs 10/-in
a mono carton

13. Perfetti –Happydent
Year of launch 2001
Format of product
Happydent protex(palettes), Happydent white (palettes)and HappydentWave (center-filled) ,
Happydent Complete (palettes)
Flavors Fruit Flavor,Spearmint, Mint, Xylitol , Green mint, Peppermint , Strawberry
Share ingum category 4 %
Value of brand (in CR) 40 CR
Brandtagline Daantotale, DiyaJale
Iconic moments TV campaign depicting white teeth
ATL spends (Jan-July 2011) Rs 5.2 CR (approx)
SKUsizes Rs 1/-(1.3x2g) , Rs 5/-(6.6-10g),
Rs 10/-(18-20g) , Rs 30/-(27.5g)
Trade margins Distributor(6.7% approx),Retailer (12% approx), Trade Schemes (19%)
Consumer promotion 1 Mobile stick on free on purchase of (5 pcsof Happydentor1 Hinge top)
Secondary packaging 120 pcsjar , 150 Pcsjar, MonocartonBlister(24pcs) , MonocartonHingeTop(16 pcs),
MonocartonforFliptop(8 pcs)

14. Perfetti –Mentos Chewing Gum
Year of launch 2010
Format of product
OvalPellet(Mentos Sugar FreeGum),Center Filled Oval
Pellet (Mentos Full Fresh, Mentos Juice Fresh)
Flavors Spearmint, Peppermint, Strawberry
Share ingum category NA
Value of brand (in CR) NA
Brandtagline DimagkiBattiJalaade
Iconic moments NA
ATL spends (Jan-July 2011) NA
SKUsizes Rs 10/-(18g) Hinge top, Rs 30/-(30g) Flip top
Trade margins Distributor(5% aprox),Retailer(12% Aprox), Trade
Schemes
Consumer promotion NA
Secondary packaging Mono carton (16pcsof Rs 10/-each) and mono
carton (8pcs of Rs 30/-each)

15. Perfetti –Big Babol
Year of launch 1994
Format of product One big tablet, Cottongum (FiliFolly)
Flavors Strawberry, Fruit Flavor, Ripe mango
Share ingum category 16%
Value of brand (in CR) 160 CR
Brandtagline Bade KaamkiCheez
Iconic moments NA
ATL spends (Jan-July 2011) Rs 7.03 CR(aprox)
SKUsizes Rs1/-(4g) and stick of Rs 6/-(20g), Rs 10
cotton gum (7g)
Trade margins Distributor (5% approx),Retailer(12%
approx), Trade Scheme (19%)
Consumer promotion NA
Secondary packaging 175 pcsjar , Mono carton(24pcsof Rs 5/-
each)

16. Go –to-Market Model (Logistics)
Modern Trade
T&R outlets
Distributors
Depots (38)
Perfettifactory
(Manesar & Chennai)
Consumers
The distribution centers feed about
3500 distributors across IndiaMother Go down/Warehouse
5% margin + 2% CD
Varies –largely 2%
Varies between 10-15%
Manesar –For conventional confectionery
Chennai –All soft chews
ISR
Hawker/wholesaler
Retailers

17. Wrigley’s –Orbit
Year of launch 2004
Format of product 6 ,8,9 pellet blister pack, 30 pellet bottle pack
Flavors Mixedfruit, Lime, Spearmint, Sweet mint, Peppermint,
Winter frost
Share ingum category 4%
Value of brand (in CR) 40 CR
Brandtagline World’s no.1 sugar free chewing gum
Iconic moments Certified by IDA in 2007
ATL spends (Jan-July 2011) Rs 69 Lakhs(approx)
SKUsizes Rs 5/-, Rs 10/-,Rs 30/-
Trade margins Distributor (5% approx),Retailer (15% approx), Trade
Schemes (21 %)
Consumer promotion NA
Secondary packaging Monocarton(24pcsof Rs 5/-each), Monocarton(6 Bottle
of Rs 30/-each)
Miscellaneous Orbit recently launched orbit Professional gum in strong
mint flavor

18. Wrigley’s –Boomer
Year of launch 1995 by Joycoand taken over by Wrigley’s in 2005
Format of product One Big tablet, Liquid center,Jelly layered
Flavors Peppermint, Strawberry, Fresh mint, Watermelon,
Orange
Share ingum category 20%
Value of brand (in CR) 200 CR
Brandtagline Superbubble gum
Iconic moments Takeover of brand by Wrigley’s
ATL spends (Jan-July 2011) Rs 1.9CR(aprox)
SKUsizes Rs 1/-(3.1g), Rs 6/-(18.6g)
Trade margins Distributor(5% aprox),Retailer(15% Aprox), Trade
Schemes (20 %)
Consumer promotion Tattoo free with every boomer
Secondary packaging 175 Pcsjar , Monocarton(24pcs)

19. Wrigley’s –Doublemint
Year of launch NA
Format of product Two pellet pillow pack, 6 pellet blister pack, 5 strip pack,
One tablet of DoublemintAqua Splash (Center filled gum)
Flavors Fresh mint,Strawberry, Spearmint
Share ingum category 3%
Value of brand (in CR) 30 CR
Brandtagline Front foot pechabao(Doublemint),Fresh rahoyaar
(Doublemint aqua splash)
Iconic moments KatrinaKaifroped in as Brandambassador (2011)
ATL spends (Jan-July 2011) NA
SKUsizes Rs 1/-(2.8g), Rs 5/-(8.4g), Rs 10/-(13g)
Trade margins Distributor(5% approx),Retailer(15% approx), Trade
Schemes (20 %)
Consumer promotion NA
Secondary packaging 150 pcsjar , Mono carton(24pcsof Rs 5/-each), Mono
carton (20 pcsof Rs 10/-each)

20. Varies –largely 2%
Go –to-Market Model (Logistics)
Modern Trade
Super Distributor
Wholesalers
Retailers
Distributors
CFAs (32)
Wrigley Factory
(Baddi/ Bangalore)
Consumers
Wholesalers
The distribution centers feed about
2200 distributors across India
Sub Distributor
Retailers
5% + 1 % margin +
2% CD
Varies
5% margin + 2% CD

21. Cadbury –Bubbaloo
Year of launch 2007
Format of product One big Pellet (Bubblegum with liquid center)
Flavors Blueberry, mixed fruit, cool mint, Strawberry, tuttifruity,
Green mango,Mint
Share ingum category 6%
Value of brand (in CR) 60 CR
Brandtagline Letthe gum decide!
Iconic moments NA
ATL spends (Jan-July 2011) Rs 8.2 CR (approx)
SKUsizes Rs1 /-(4 g)
Trade margins NA
Consumer promotion NA
Secondary packaging 150 pcsjar

22. Thank you