Decoding: Word of Mouth Publicity of Indian Candy “Pulse”

Pulse, Pulse, Pulse – This candy has become the savior to the Indian small businesses and ” oh, wow What is this ” ? to the  people who have ever popped this light green candy in their mouth.

But Why have people gone bat-shit crazy about it?

 

The best way to describe it, is by breaking the Pulse Journey into the mouth in 4 stages. ( as already explained in some of the below answers ) :

Stage I – Sensational Kacchaa Aam Flavor
Stage II – Slow emergence of the powder (which happens to be in between the candy) into your mouth
Stage III – Phenomenal burst of Amchur into your mouth.
Stage IV – Sweet taste when you reach the end of the candy.

 

 

Now, Let’s go in deep (in ascending order ) of what Pulse have included in this candy which has rocked few mouths of India.

What Pass Pass Pulse Did on their end to capture users?

1) The 1 Rupee Salty Sweet Game – Any candy which can refresh the taste buds with an initial sweetness followed by saltiness at a cost of Rs. 1 is surely to have a decent hand when it comes to number of boxes the shopkeepers brings to his shop.
2) The unique wrapper – Keep 5 colors in front of your desk, closely observe them for 2 days – 2 minutes per day.

 

Now ask someone to include a 5th color which is a bit glowing, now come to your desk and observe the colors again.

 

 

Naturally, you will see the new color added but that’s not the point! Now, you will be dedicating more time to the new color in comparison of others. And, this time, dedication is directly related to the uniqueness the color.
Replace the crayons with the existing candies and observe the sudden entry of a new glowing wrapper which makes it stand out or, let’s say in customer’s term“.

3) Extensive Research on the Flavor– Pulse was conceptualized in 2013 and the product team dedicated almost two years on it before it’s launch which happened 6 months earlier. They realized that   was eaten across all ages around every part of the country in some way or the other.

 

On top of that, they capitalized on the fact that kaccha aam is eaten with a mixture of salt and spices to add more flavor to it which led to the foundation of Pulse.
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And this is where it beats Kaccha Mango Bite, the extra inclusion of  spices did the trick! 🙂
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4) Surprise Element- People love surprises! Now this is what Pulse gives in here. Eat, eat, eat …BOOM! – The powder which happens to be in middle of it suddenly scatters all over your tongue and KaBoom it is!
This can be closely related to Center Shock which used to come earlier.

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Some Exciting feats Pulse has achieved –

1) The Candy has already done Rs. 50 Crores in sales in the last 6 months and is expected to cross Rs. 100 Crore mark by the end of March.

2) They produce around 300 – 400 tons of Pulse Candy every month.

3) Already featured their presence in over 850,000 retail outlets across the country.

4) They did zero budget Marketing for their product. Or better would be to say they did not do marketing at all.

Consider each of the 4 points of every section discussed. You will come to a fascinating question i.e.

Well they left everything in the hand of famously short-formed ” WoM” ( Word of Mouth Publicity )

 

Let’s analyze smartly that how did WoM impact Pulse so tremendously:

In here, the power is in the hands of audience to publicize – as we discussed in the above points,

1) Target Interests Groups- All the people often lying in the same genre impact WoM significantly. For example – A person of particular department of office buying Pulse has the power to influence the whole of its employees. Same goes for students, ladies party etc.

2) Smokers- Now this is a very interesting trend seen into motion. Many of the smokers are actually finding Pulse as some kind of “God-pill“. They buy Pulse in stocks which has a considerable impact on the market size of Pulse.
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Word of Mouth is uncontrolled – you cannot anticipate the growth at which it can grow. Pulse happens to find itself in the same position but at a very high positive scale.

**They did an excellent job while researching and making the product but were lucky enough to create a havoc in the society of Smokers.

Well Done Pulse! – We are waiting to see how many more milestones you cross!

Edit 1: While companies are busy enacting what Pulse has made and people are busy popping one more green candy in their mouth, Pulse drops a new bomb.Pulse recently launched it’s new Guava flavored candy with a tagline “Guava with Tangy Twist ” which happens to another blast in the candy market.  The launch of the new flavored candy can be a huge timeline boost to swallow the major chunk of this market.

 

 

Brand & Product Capitalization  – Let’s roll few years back and talk about Magic Masala Chips which took the nation by storm.

 

 

Yes Lays Magic Masala! The spiciness of the air puffed bright blue colored packet chips was enough to create magic on Taste Buds of every Indian.In fact , such was the power that for children Dark Blue became the favorite color and every picnic bag had an inclusion of this bright packet. From being launched in 1995 , this Magic Masala still rules our hearts :)Therefore , Lays Magic Masala creates a large audience base and splendid platform for any of the upcoming Lays XYZ.

 

 

For example -Now people in here will try Lays Maxx Sizzling Barbeque by all means because the fundamental or initial product had created so much love and amazement among people that a Rs 30 /- try for a new Lays flavor won’t be a big step for them.Now replace the same with this new Pulse flavor, why would people mind sparing Rs.1 / when the previous Rs 1 rocked their world? 🙂 Henceforth, new product captures the users of its previous product.

 

Fundamental of DS Group –   Well, the way they are trying to penetrate in Indian household and each of its age groups is phenomenal. Firstly, the Kaccha Aam with Aamchur and now the Guava with its spicy Black salt.The color they used on their wrapper is also as tempting as these light Pink juicy Guavas with spicy salts.

 

 

Next what? 

1) Kaccha Aaam with Aamchur. Check

2) The Light Pink juicy Guava interior with black salt. Check

3) Will it be the so-called “Kaala Jaamun with irresistible spices in between”? Guess we have to find out.

 

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