Company: Parle
Brand Count:234
Poppins is a heritage brand. Although I am not sure when it was launched, I am pretty sure that this brand is more than 30 years old. Still this brand is existing in the market now in a second life. Poppins comes in the category of hard boiled candy in the Rs 1200 
crore confectionery industry.According to businessline, the hardboiled candy market is estimated to be Rs 350 crore and is dominated by Alpenleibe.
Poppins is a unique product because of its product characteristics. For me, the brand evokes a feeling of nostalgia since this was among the most popular brand when I was a kid. Poppins was liked by us because of its taste, color and ofcourse economy. Where else can you get 10 candies in a packet that too in different flavours .
But things changed last decade with the entry of aggressive players and new products. The market witnessed lot of segmentation and new categories and product forms evolved. Poppins at that point of time had lost its way.
Poppins were positioned on the platform of its range of flavors and color. The brand during the early times spent lot of money on brand building. The brand used two characters Ram and Shya
m and used cartoon stories to build this brand ( source:vishalpatel.com). Since there was not much competition from organised sector, the brand had a good run.
But during the recent times that is from 2000-2007, the brand kept a very low profile. Although there are reports of a rebranding exercise during 2002, I don't remember any ads on air during this period.
This year however, has seen some action for this brand. TVC's are now on air using the Colors as the main USP. The website and the wrapper shows the tagline "Goli Rainbow Wali" which points towards the rainbow colors of the candies. Although the TVC's looks OK, I don't see any meaningful positioning for the brand except that the ads highlight Rs 2 and also the colors.I think that the brand wants to say to the customers that in this expensive world, you still get a Poppins for Rs 2.
Parle Poppins like Cadbury's Gems is a unique brand because of its product characteristics. Although both of these brands face competition from fake products, there is no serious brand competition for Poppins. But still like all heritage brands, this brand also faces the issue of being relevant. I feel that Poppins is looking at small kids aged 5-10 as its target segment. Because the ads are too kiddish.But I am glad that Poppins is back...
Imagesource:vishalpatel.com
crore confectionery industry.According to businessline, the hardboiled candy market is estimated to be Rs 350 crore and is dominated by Alpenleibe.Poppins is a unique product because of its product characteristics. For me, the brand evokes a feeling of nostalgia since this was among the most popular brand when I was a kid. Poppins was liked by us because of its taste, color and ofcourse economy. Where else can you get 10 candies in a packet that too in different flavours .
But things changed last decade with the entry of aggressive players and new products. The market witnessed lot of segmentation and new categories and product forms evolved. Poppins at that point of time had lost its way.
Poppins were positioned on the platform of its range of flavors and color. The brand during the early times spent lot of money on brand building. The brand used two characters Ram and Shya
m and used cartoon stories to build this brand ( source:vishalpatel.com). Since there was not much competition from organised sector, the brand had a good run.But during the recent times that is from 2000-2007, the brand kept a very low profile. Although there are reports of a rebranding exercise during 2002, I don't remember any ads on air during this period.
This year however, has seen some action for this brand. TVC's are now on air using the Colors as the main USP. The website and the wrapper shows the tagline "Goli Rainbow Wali" which points towards the rainbow colors of the candies. Although the TVC's looks OK, I don't see any meaningful positioning for the brand except that the ads highlight Rs 2 and also the colors.I think that the brand wants to say to the customers that in this expensive world, you still get a Poppins for Rs 2.
Parle Poppins like Cadbury's Gems is a unique brand because of its product characteristics. Although both of these brands face competition from fake products, there is no serious brand competition for Poppins. But still like all heritage brands, this brand also faces the issue of being relevant. I feel that Poppins is looking at small kids aged 5-10 as its target segment. Because the ads are too kiddish.But I am glad that Poppins is back...
Imagesource:vishalpatel.com
sir, i too support your thoughts. poppins is really a nostalgic brand. and it is economic too. I remember ads of cartoon characters like mougli and some monkeys coming and telling the names of many fruits after they taste a poppins.
ReplyDeleteI think that the brand has connected the fruit flavours with the colours.
its nostalgia... pure getting back to the good old days... thanks harish !!!
ReplyDeleteI am 37 years old. But the mere thought of POPPINS takes me 32 years back to Coimbatore where I spent my childhood with colourful memories like the colours of poppins. I used to eagerly await what the colour of the next piece would be while opening one single pack of poppins. May genuine poppins flood the market and make the children happy.
ReplyDeleteashok r
rajashokraj@yahoo.com
It a candy for all age not for kids only... :)its color and flavor always attracts a lot ... Its really a wonderful candy...
ReplyDeletefew years ago there was very few candy in market and marketing was not much required but today, marketing is the important part of the product... If they do marketing then definitely they will get a good profit from sell...
- :)