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Debdatta Das

Cash in on new marketing strategy, changing trend

New Delhi , Nov. 7

This year, food and beverage companies have registered robust sales, having cashed in on the gift pack marketing strategy during the festive season.

For starters, Dabur India Ltd, a comparatively newer player in the category that had introduced Real juice gift packs for the festive season last year, did business worth Rs 4 crore this year as compared to Rs 3 crore in the season last year. Dabur had introduced four gift packs this festive season, two each of Real and Real Activ priced between Rs 100 and Rs 130. "We have introduced juices as giftable items keeping in mind the growing consciousness of people towards fitness and health. We have made our gift packaging contemporary and easy to handle, so that it appeals to people," said Mr Amit Burman, CEO, Dabur Foods Ltd.

Pepsi products

Pepsi, on the other hand, introduced two new products as gift items this season in addition to its already existent brand Kurkure. "During festivals people generally get together with their friends and family and exchange gifts. Since Kurkure is essentially a family brand, it makes for an ideal gift," said Mr Rajesh Ramakrishnan, Executive Vice-President, Indian Snacks, FritoLay India. Kurkure reported an increase of 50 per cent in sales during the three-week festive period over last year.

The two new products added to the gifts pack portfolio from the Pepsi stable were mango drink Slice and juice brand Tropicana.

"Juices are consumed across all age groups with equal gusto today as consumers are realising the benefits of juices, as compared to other beverages... The gift packs were meant to cater to a large consumer base, which has varied needs in terms of price points and variants,'' said Ms Geetu Verma, Executive Director, New Business, PepsiCo India. "Tropicana holds 60 per cent share in the Pepsi brands sold this season," Mr Homi Battiwala, Vice-President, Marketing, PepsiCo India, said, as a proof to the growing importance of juices as gift items.

Talking about Slice, he said that the brand had been seeing huge surge in sales over a period of time and its high double-digit growth in sales during this festive season was just a reflection of the momentum in sales of the product. Explaining the good performance of Slice and Tropicana during the period, he said that trends were changing and people today are more ready to pick up such items as gifts.

Meanwhile, in the confectionery category, Cadbury did brisk business with the introduction of its Cadbury Celebrations Rich Dry Fruits Collection this year. "We have tried to give consumers new gifting options this season. Chocolates and dry fruits are a very attractive combination for gifting. We have offered this in a new and exciting format, which will make it a special buy for the consumer. Besides, consumers are slowly moving away from traditional to youthful contemporary gifting. We believe our new option of dry fruits enrobed in Cadbury chocolate will penetrate traditional premium gifting segment," said Mr Sanjay Purohit, Director, Marketing, Cadbury India Ltd. Cadbury saw an increase of 15-20 per cent in sales of its entire turnover, this festive season.

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FMCG cos festival sales surge on gift packs

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