Vol. 2, Issue 11, Part A (2016)

Abstract
'Pulse' is a hard boiled candy, with a tangy twist. The raw mango flavored candy is a unique powdered filled candy that tantalizes the Indian taste buds across age groups. Taking a cue of coming closer by sharing happiness in our lives, from the umbrella brand Pass Pass, pulse is positioned on touching the pulse with friendship. Be it making new friends or maintaining existing friendship; the brand seeks to be the reason behind it. The new candy is not a mere candy but an experience of flavors combined with the gesture of sharing. Pulse candy, has disrupted the domestic confectionary market and wooed consumers with its fruity taste peaking in a tangy burst. The present case study traces the successful journey of Pulse candy and its marketing strategy.