Food and Beverage Business
Manufacturing

Pulse Candy Honored by IIMA as a Case Study

Pulse Candy Honored by IIMA as a Case Study Candy, Case Study, IIMA, Pulse, Recognized Food and Beverage Business

Pulse Candy, the flagship brand of DS Group, has been recognized by the Indian Institute of Management Ahmedabad as a noteworthy case study, highlighting its impressive evolution from a disruptive market entry to an esteemed industry leader.

September 2024: Pulse Candy, a leading brand under the Dharampal Satyapal Group (DS Group)—one of India’s foremost multi-business corporations and a prominent player in the FMCG sector—is thrilled to announce its inclusion in a prestigious case study conducted by the Indian Institute of Management Ahmedabad (IIMA). This significant recognition underscores Pulse Candy’s extraordinary journey in the confectionery industry, where it has emerged as a market leader.

For the past eight years, Pulse Candy has dominated the hard-boiled candy segment, delighting millions of consumers with its unique offerings. The in-depth case study from IIM Ahmedabad meticulously explores the innovative marketing strategies and key decisions driving Pulse Candy’s ascent to the top. It provides a thorough examination of how the DS Group identified market needs, developed a distinct product, and overcame various challenges to achieve remarkable success.

“We are deeply honored by IIM Ahmedabad’s recognition of Pulse Candy as a case study,” said Mr. Rajiv Kumar, Vice Chairman of DS Group. “This acknowledgment highlights our team’s dedication and the product’s significant impact on the market. Our continuous focus on innovation and commitment to meeting consumer demands have been instrumental in our growth and staying relevant over the past 95 years. We hope this case study inspires future marketers and entrepreneurs.”

According to Prof. Sanjay Verma from IIM Ahmedabad, “The inclusion of Pulse Candy in our case study series underscores the remarkable intersection of innovation and strategic acumen. Pulse Candy’s journey from a bold market entry to industry leadership exemplifies the power of creative marketing and strategic vision. This case study not only showcases DS Group’s ability to harness market opportunities but also offers invaluable insights for future business leaders. It serves as a compelling example of Culture Marketing and demonstrates how well-executed strategies can redefine market dynamics and achieve unprecedented success.”

This three-part case study meticulously examines DS Group’s strategic entry into the highly competitive hard-boiled candy market. It provides an insightful analysis of the company’s transition into a sector largely dominated by established national and international competitors. Furthermore, the study explores the identified market opportunities and how DS Group approached product differentiation strategically. It also offers a detailed overview of market size, growth patterns, segmentation, key competitors, and distribution channels.

The launch of Pulse Candy is highlighted as a pivotal turning point in the second part of the series. By effectively tapping into a consumer preference for tangy raw mango flavors, DS Group introduced a unique, premium candy that quickly gained favor among consumers. This innovative product, characterized by its distinctive taste and eye-catching packaging, rapidly rose in popularity, ultimately surpassing its competitors to clinch the position of market leader.

The third part of the case study delves into Pulse Candy’s marketing strategies and the challenges it faced along the journey. In just eight months, Pulse Candy achieved impressive sales of INR 1 billion through targeted below-the-line (BTL), digital, and influencer marketing campaigns. Despite facing challenges from counterfeit products, copycat brands, and supply shortages, DS Group’s strategic initiatives have helped maintain its market dominance.

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