DS Group's Entry Into Food and Beverages Sector

The Pass Pass Gameplan Contd...

The name Pass Pass also seemed to convey the right kind of attitude — casual, trendy, catchy and, at one level, romantic. According to analysts, packaging was another important factor for the success. Pass Pass was launched in a poly-pouch and the colour schemes used were eye-catching. The mint flavour came in a bright green pack, and the katha flavour, in a yellow pack. Analysts felt that the pricing also worked in the brand's flavour. At Re 1, it was both convenient and affordable. DS Foods had 12 depots, from which supplies were sent to 300 distributors. These distributors, in turn sent the product to the retailers.

The distribution network for Pass Pass was not restricted to paanwallahs and cigarette-shop owners. General stores were also made key retail outlets and accounted for 20% of the sales. Analysts felt that this was probably done to make the product accessible to women.

In mid 2000, DS Foods also launched a new flavour of Pass Pass – Meetha (Sweet) Paan. The launch was based on a survey that revealed that women were the largest consumers of Pass Pass and that the meetha paan flavour would welcomed by them.

In 2001, DS Foods also tried in-movie placement of Pass Pass, first time in 'Yaadein,'¹³ a movie by Mukta Arts¹⁴.

Though the movie was not successful, DS Foods seemed happy with the exposure the brand got. Commented Aggarwal, "Can anyone predict the fate of a movie? In any case, we were very happy with Pass Pass' placement in Yaadein."

The company planned to enter into agreements with other major banners for in-movie placements. Explained Aggarwal, "We have identified two platforms for in-film placement of Pass Pass - either it has to be a love story or a script which can be integrated with our brand."

DS Group's Entry Into Food and Beverages Sector - Next Page >>>

13] The brand has an integral role in the film and is seen with the lead cast.

14] One of the leading Hindi movies banner in India.

Case Details

Case Code : BSTR024
Themes: Brand Management
Case Length : 10 Pages
Period : 1998-2002
Organization : DS Foods
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Foods, Beverage and Tobacco

Free Case Studies

Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
More Case Studies >>

Micro Case Studies

Business Environment
Business Ethics
Business Strategy
Human Resource Management
IT and Systems
Marketing
Operations
Micro Case Studies >>

Free Resources

Micro Case Studies
Free Case Studies
Articles
Interviews
Book Reviews
Glossary
Online Quiz
More Free Resources >>

Case Related Links

Best Selling Case Studies
Business Case Studies
Learning With Case Studies
Cases Used in Textbooks
Prize Winning Case Studies
More Case Studies >>

Case Studies and Management Resources