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.
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.
Hi, I am Saikrishna, I work for a Branding Organization, WindowSquare in Hyderabad. I have seen this product in a super market at the counter and its packaging is done wuite good, but there was also another packate nearby, Just Jelly. Though we initially picked up this lollipop package, on seeing this Just Jelly we had dropped out. Because we're completely unaware of the Brand Jolly Rancher.
ReplyDeleteI feel only lollipops are not the competitors for lollipops. Next time I think I am going to try Jolly Rancher as I came to know that its a familiar brand in North America.