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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