"Success Case Study: Pulse Candy", is part of the author's Successes and Failures research. It examines the details of and reasons behind the success of DS Group's Pulse candy in India. It delivers the critical "what?", "why?", and "so what?" analysis to teach crucial lessons that increase your chances of launching successful products.
DS Group's Pulse candy comes as a result of two years of research (initially started in 2013) by the company that led to the rise of a new flavor - raw mango flavor with an added twist of tangy filling. The success of Pulse in India enabled DS Group to register sales of US$46m within two years of the launch.
- Offering a new flavor in sugar confectionery by taking into consideration the traditional tastes that appeal to a large consumer group.
- Exploring flavors to fill the demand-supply gap and in turn becoming a competitive differentiator.
- Banking on word-of-mouth publicity to reach out to consumers and in turn maximize sales.
- Leveraging brand image and existing distribution network to maximize the reach of the product.
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.