DS Group's Entry Into Food and Beverages Sector

Details

Themes: Brand Management
Period : 1998-2002
Organization : DS Foods
Pub Date : 2002
Countries : India
Industry : Foods, Beverage and Tobacco

Buy Now

Case Code : BSTR024
Case Length : 10 Pages
Price: Rs. 300;

Tools

<< Previous

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. 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."

Next >>

11] Rolled betel leaf filled with spices and lime.
12] The ad agency that handled the Pass Pass campaign.
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.