Thursday, February 04, 2010

Brand Update : Mango Bite

Kaccha Mango Bite is a product line extension of Mango Bite . But over these years, this flavor has caught the fancy of the consumers so much so that almost all the candy makers have introduced the Kaccha Mango ( Raw Mango) flavor in their portfolio.

Parle also may not have thought that this flavor would become a rage. Now the situation is that Kaccha Mango variant is more widely distributed than the original Mango Bite. The the variant has now the status of an independent brand.
The raw mango taste is very unique and different. It is this uniqueness that has created a lot of interest in the consumers especially the kid's mind. Child's mind loves uniqueness and is always looking for new experiments. When all the candies are sweet, a little sour taste gives the much needed break from the usual.
The variant was also promoted extensively by Parle. The brand really owned the taste by a smart positioning . Kaccha Mango Bite is positioned as " Xerox of Raw Mango". It has the tagline " Kaccha Aam ka Xerox " .

I remember two ads which was spot on the positioning.
Watch the ad here : Xerox Ad

By positioning itself as the Xerox copy of Kaccha Mango, the brand literally created a strong position in the consumer's mind. I think that the brand has changed the tagline to " Kaccha Aam ka Copy " because Xerox is a tradename owned by another company.

The success of Kaccha Mango Bite made the competitor entering the fray with their own versions. ITC launched the Natkhat Mango variant and recently the brands like Alpenliebe launched the raw mango flavor.

Kaccha Mango now have a generic status in the market for this flavor. No other brands have so far been able to crack the equity of this variant.

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