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ISSN Print: 2394-7500, ISSN Online: 2394-5869, CODEN: IJARPF

Impact Factor: RJIF 8.4

International Journal of Applied Research

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

Winning customers through product innovation and word of mouth publicity: A case study of pulse candy

Author(s)
Dr. Mridanish Jha
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.
Pages: 09-11  |  835 Views  27 Downloads
How to cite this article:
Dr. Mridanish Jha. Winning customers through product innovation and word of mouth publicity: A case study of pulse candy. Int J Appl Res 2016;2(11):09-11.
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