Financial Daily from THE HINDU group of publications
Wednesday, Nov 10, 2004
Financial Daily from THE HINDU group of publications Wednesday, Nov 10, 2004 |
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Marketing
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Strategy Cookie makers launch gift boxes to edge out chocolates this season Nirmal D. Menon
Mumbai , Nov. 9 LIFE is a box of chocolates, cookie makers may reckon, as a sweet tooth during Diwali usually leaves them at a low ebb. However, some such as Parle and Cookie Man have planned to buck the trend by launching gift boxes this festive season. While Parle has launched a limited range called Parle Occasions, Cookie Man has positioned its product as an ideal gift for corporates this Diwali. "Biscuit sales usually dip during the festive season, as Diwali is an occasion for dry-fruits and sweetmeats. However, we have launched Parle Occasions, a limited range in select cities," said Mr Pravin Kulkarni, Marketing Manager, Parle Products Pvt Ltd. Priced at Rs 120 each, Parle Occasions is an assortment of Hide & Seek choco-chips and cookies. These neatly packed biscuits will be sold across Class A outlets in select cities. Similarly, Chennai-based Cookie Man India is offering "innovative gift packs" at a starting price of Rs 45. The special gift tins, boxes and packs are available at all Cookie Man outlets. "Cookie Man as a Diwali gift has been successful. It is sweet and has a long shelf-life and comes across as excellent gifting option among corporates," said Mr John Lynch, Director, Cookie Man India. The cookie company had clinched sales of nearly Rs 50 lakh last Diwali, and expects it to touch Rs 80 lakh this season. However, ITC Sunfeast has chosen to focus on new offerings instead of gift packs. The biscuit major launched its `confetti-special' cream variants like coconut, strawberry and pineapple to meet the festive mood. "These variants are positioned as `jhagmag inside' to match the festive mood of Diwali. They have confetti-like bursts of pink and green flavours sprinkled over it," said Mr Ravi Naware, Chief Executive, ITC Foods. The coconut cream variant offering, launched for this festive season, is first of its kind, added Mr Naware.
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