DS Group's Entry Into Food and Beverages Sector

The Pass Pass Gameplan

In India, saunff (aniseed) or elaichi (cardamom) were commonly used as mouth fresheners. However, a yearlong research conducted by DS Foods prior to the launch of Pass Pass, revealed that while younger people consumed chewing gum, adults had paan masala, gutka and paan¹¹. Explained Aggarwal, "Results showed that there was a need for a non-toxic, natural, herbal mouth freshener, since there was a vacuum in the market for that kind of product."

DS Foods saw an opportunity in this segment and came up with Pass Pass, which they claimed did not have the health hazards of gutka (considered to be carcinogenic) or candy (bad for teeth).

The ingredients included dried dates, dried-and-shredded coconut, saffron, silver-coated cardamom seeds, saunff and a herbal sweetener. The sweetener was imported and did not contain sugar or saccharine.

Pass Pass was conceived as a product that would appeal to both adults and young people. The USP of Pass Pass was the health aspect and absence of synthetic essences or flavoring.

It was offered in two flavours – mint and katha (tobacco). The katha Pass Pass was targeted at consumers who wanted to shed the paan masala/gutka chewing habit. It tasted like paan masala, but was claimed to be harmless. As Pass Pass was an impulse buy, positioning would be a key determinant of success. The ad campaign for Pass Pass was targeted at the 15 to 40 age group.

Said Ashish Dabral, Vice President, Accounts Manager, Contract¹², "It was positioned as 'time-pass' shared fun kind of brand, one that would be bought over the counter on impulse." The brand personality, therefore, had to be peppy and youthful.

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11] Rolled betel leaf filled with spices and lime.

12] The ad agency that handled the Pass Pass campaign.

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

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