Confy Challenge 2.0 Case Study - Commercial

Increasing consumption
frequency of gums
Case Study for PVMI Gum Brands
Classification: Internal
GUMS
CATEGORY
Introduction to Gums Category
PVMI is leader in Gums category
• Gums category has an annual sales of 2500 Cr+*
• PVMI leads the category with 75%+ Market Share in Gums with following 3
lead brands
*Nielsen Confy MAT May
Gums consumer largely male, consumed
largely b/w 8 to 24 years
*Nielsen Profiling
Reasons for consumption of gum
Functional Emotional
• Reasons
Provides Instant Freshness • Reasons
For fun & feel happy
• Keeps mouth/teeth health • Uplift mood/cheer-up
• Makes breath smell good • Kill time/boredom
• Relieves dry mouth • Relieve stress
• Gives a nice taste/flavor in • Wanting to look
mouth cool/stylish
Gums Category in India
• 68% of confectionery consumers consume Gums

• Although consumption contributes to only 22% of confectionery
Classification: Internal *Nielsen Profiling
Huge gap in frequency of consumption vs
developed markets
21 Frequency of consumption of
times/week Gums in developed markets
4.5 Frequency of consumption of

times/week Gums in India
Classification: Internal *Nielsen Profiling

The Brief
What’s the Ask ?
• Objective: Increase frequency of consumption for gums by identifying consumption
occasions and imbibing it in everyday culture
• Device a strategy (with ideas) using the 4Ps of marketing
• Product & Packaging – You can explore gums of different flavors & formats in variant packaging formats
• Pricing Strategy – Tiering the consumer pricing
• Place of sale – Define the right to play & win with current & future portfolio at price point & channel
• Promotion – Suggest ideas in line with your overall strategy targeted towards consumers & shoppers
• Include details like reason to believe, size of price, cost, key partners & more
• PS: Refer global trends
ANNEXURE
PVMI BRANDS
Background
Center Fresh has a 30-year-old heritage in the gums category in India. Known for its iconic liquid center, the brand is currently the
market leader with Center Fresh enjoying 32%+ share in value. Consumers enter the refreshment category with gums. Gums
are considered cool and stylish. The minty flavours and the act of chewing gum are considered signs of coming of age.
Occasions : Gums are consumed at occasions like , masking bad breath, taking a break from work, to beat boredom
while travelling, to socialize with friends or to focus better while studying. Currently center fresh plays in the refreshment
category with the need space of Refreshing Break with Friends. In line with the need space, the positioning of the brand has been
around Fresh Breath Confidence to approach the opposite sex.
TG:
Bulls eye TG for Center fresh is 15-21, contributing to 40% of consumption. A young school/college goer, actively involved
with friends. Has a lot of free time + no responsibilities at home. Mostly plays sports and loves gaming and socializing.
Background
Center fruit was launched in India in 2005, as a unique fruit flavour liquid filled gum. Today, it
commands a market share of 27%+ in value.
Center fruit operates in the demand space of “Cheer Me Up”. The liquid fruit flavour burst at the
center; drives mood upliftment from the most mundane situations in life. Hence, the tag line of ‘Mood
Ting Tong’
Gums , as a category, is largely driven by Re.1 price-point ( ~92% contribution). Hence, as one of the
market leaders , we decided to develop the category at the Rs.2 price-point. Hence, Center fruit
launched a unique proposition i.e. Tennis ball shaped gum with Pineapple flavour at Rs.2, in 2022.
The Center fruit Tennis Ball shape gum has performed really well, gaining market share in the first
year of it’s launch.
While the role of Re. 1 Center fruit gum is to drive penetration ; Rs. 2 Tennis ball gum acts to build
repertoire consumption.
TG:
Key Task that Center fruit plays is to drive penetration . Hence, the TG is 8-19 years old ; with bulls-eye TG of 8-14 years
old.
Background
Happydent was launched in India in 2001, with a positioning ‘Sparkling Smile -

Battissi’. Today, it commands a market share of 27%+ in value & is the leader in
coated gum segment in the industry
Happydent is known for its quirky communication around sparkling smile. “The
Palace ad” won - Ad of the decade as per the Gunn report.
For the last few years Happydent has taken the ‘Do-Good’ route around the core
positioning of ‘sparkling smile’ with the tagline –”Dikha Battissi kar Baat achhi si”
TG:
Key task that Happydent plays is to drive up-age consumption . Hence, the TG is 18-34 years old ; targeting the Urban
(70% urban) India. 70% business comes from 7 states of India (Mah, Kar, WB, Guj, Orissa, NESA, AP/TS)
Current Portfolio
10
10-50
50
Place of Sale – Brand level
Center Center Happyden

Channel
Fresh Fruit t
Urban (>50K
55% 41% 64%
population)
Rural (<50K
45% 59% 36%
population)
fin.

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Increasing consumption

• Keeps mouth/teeth health • Uplift mood/cheer-up

• Makes breath smell good • Kill time/boredom

• Relieves dry mouth • Relieve stress

• Gives a nice taste/flavor in • Wanting to look

• 68% of confectionery consumers consume Gums

4.5 Frequency of consumption of

Classification: Internal *Nielsen Profiling

Happydent was launched in India in 2001, with a positioning ‘Sparkling Smile -

Center Center Happyden

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