Thursday, December 13, 2012

Brand Update : Kinder Joy sharpens its Offering

Despite its higher price, Kinder Joy has found lot of popularity among the consumers. Recently Kinder Joy sharpened its product offering by launching a variant - Kinder Joy for Girls. This is a very significant and smart move by the brand . As a regular purchaser of the brand for my  girl child, often I find that the toy, that is the main attraction for kids, is usually more skewed towards boys. The cars and other characters appeal more to the boys than girls . Most of the time, my kid is not enthused by the toy but she keeps  hoping for a toy she could play with.
I was surprised to see when the shopkeeper gave me the option of choosing Kinder Joy for girls. And my girl was thrilled when she got a Barbie bracelet from the egg.
Now Kinder has made life easier for parents of girl child but if you have a boy and a girl, then you are in for trouble.
The move by Kinder offer lot of challenges in the distribution side, Firstly it needs to convince the retailer to stock these two SKUs . So more shelf space means more effort by the sales team. Since one cannot expect that both these SKU will move in the same way. So it will take some time for Kinder to get a grip on the demand of these two SKUs.
The launch of Kinder Joy for girls is an example of brand listening to customer needs and proactively addressing the needs. 

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  1. Anonymous10:51 AM

    Professor; dont you think that by launching a new sub-brand, they are diverting investments; especially since the core of the sub-brand is fundamentally a non-core item; wiz the promo gift? If its a strategy to help build width at retail then I understand; but then it is going to divert investment...

  2. The first thing that occured to me on reading the post is- Is there a difference in the product? have they come up with a different flavour for this variant?

    I also wonder if such an extension should be tested first with a consumer promotion activity like a combi pack or buy one get one just to get a hang of the demand possibilities.

    The challenges you mentioned for the sales team are very true. But I am sure the first round of secondary would happen easily considering the pull Kinder Joy has with kids. It's the product's strength which would lead to sustainablity.

    I also hope they have backed it up with sufficient communication through Point of Sale material if not ATL activities.

    Modern Trade can be the right channel to test the strength of a product like this. The touch and feel experience, possibility of sampling, innovative POS exercises all can lead to creating the right buzz about the product.

    It would be interesting to monitor the progress of this product as this might define a very interesting future trend.

  3. .Pretty! This has been a really wonderful article.
    Thanks for supplying these details.

  4. Cheers!
    Great post! Very informative.
    Thanks for possibility to write on your website,
    it's great!
    I’m still hoping there will be more posts on this site.
    Thanks a lot!

    product marketing new england

  5. Really informative article ..

  6. Modern Trade can be the right channel to test the strength of a product like this. The touch and feel experience.

  7. Anonymous1:57 PM

    Where it is available? Please post name of the cities.Thanks.

    1. Anonymous4:14 PM

      Has it been launched in India?Where it is available? Please post name of the cities.Thanks.

    2. the kinder joy lei lui is available in kerala, maharashtra & gujrat cities.....

  8. Anonymous12:23 PM

    Harish, may i have your email id please ?


  9. Anonymous11:27 AM

    This is not in India.

    1. no, it is already available in india states like kerala , maharastra and recently launched in gujrat also


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