Saturday, January 31, 2015

Jolly Rancher : Banking on Fruits

Brand : Jolly Rancher
Company : Hersheys

Brand Analysis Count : 554

Hershey has launched its iconic confectionery brand Jolly Rancher in India recently. This interesting because in the 65 year history of the brand, India is the first market outside North America where Jolly Rancher is launched.

Jolly Rancher has an iconic status in the North American market and is famous for the bold fruity flavors. In India, the brand has launched its lollipop products. The Jolly Rancher lollipops are available in three flavors - Mango, Green Apple and Water Melon.

Globally , Jolly Rancher is famous for its fruity flavors. Reports say that the brand has customized the flavors to suit the Indian palate. The brand is currently running the launch campaign featuring the actress Tamanna.

Although crowded, Indian confectionery market is growing at 18%. The launch of Jolly Rancher is a part of Hershey's strategy of building global brands. The company is planning to achieve $10 billion revenue by 2017. 
According to an ET report in 2013 , the adult consumption of chocolate and candies is growing at a faster pace in India. Products like lollipop which lost it charm in early 2000 also has made a comeback. 
Launching lollipops as the first product in India is an interesting move. Although lollipops contribute only 2% of the hard-boiled candy market, it is less crowded compared to candies. Hence the brand would be able to create some space and awareness for the brand. The company has priced the lollipop at Rs 5. 
The question is whether Indian consumer will like the tangy fruity flavors. The answer to that question will determine the fate of this brand.