3. The confectionery industry of India, which was positioned 25th in the world in 2009, has
now risen as one of the biggest and very much created sustenance handling divisions of the
nation. The credit goes to advancement alongside the developing Indian economy, which
has driven a few multinational organizations to put resources into India's confectionary
advertising, additionally changing the substance of this industry.
The section of different multinational organizations in the Indian confectionary market
showcase has expanded the opposition as well as the per-capita utilization, by propelling
new items at reasonable costs and making mindfulness among the purchasers through
commercials and limited-time crusades. Amid the exploration, we found that developing
patterns of gifting candy parlour items and undiscovered rustic markets are among the key
factors that are relied upon to fuel development in the Indian confectionary showcase
sooner rather than later.
Introduction:
4. About Nestle Polo:
Nestle POLO was launched in India in 1993. Often it has been tagged as ‘The Mint
with the Hole’ because of its shape and the freshness of mint. The taste has perfect
balance of sweet and mint. In years it has earned its space as an iconic brand.
POLO mint's distinct flavour comes from the usage of high-quality mint oil which is
specially collected to give a smooth, clean and fresh flavour. So, let's study more
about ‘The Mint with the Hole’.
There are 3 main flavours of Nestle Polo:
• Original
2. Fruit Spearmint
3. Sugar-Free
POLO Mints derive its distinct flavor from high-quality mint oil which is specialized to
provide smoothness and freshness. The most common flavour has been the original
one with the freshness of mint.
5. Key findings from the studies states:
• Mint confectionery value sales increased by 10.5% in 2016, to reach INR
5.08 billion, with volumes increasing by 4% to reach 17,400 tons.
• Mint category is forecast to see a constant value CAGR of 3.33% over 2016-
2021, to reach sales of INR 6 billion.
• Standard mint category within mints is forecast to see a constant value
CAGR of 6.18% over 2016-2021, to reach sales of INR4.36 billion.
• Power mint category is forecasted to decline while the standard mint
category will be the major growth driver in the mint category.
6. 1. Geographic Segmentation:
• Polo is distributed nationwide, but it exhibits greater popularity in urban areas.
2. Demographic Segmentation:
• The product caters to both children and adults.
• It is popular among both genders.
• Polo primarily appeals to middle-class individuals who have a fondness for sweet treats.
3. Psychographic Segmentation:
• Consumers are drawn to Polo's variety of mint flavours.
• Polo's reasonable pricing makes it an affordable option for its target market.
• Packages of different sizes are available to accommodate the needs of both individuals and
families
SEGMENTATION
7. Polo's target market can be described as follows:
• Historically, Polo aimed at individuals seeking mouth refreshment with a bit of distraction and
stimulation to refocus.
• In the present context, the brand now seeks to establish emotional connections with consumers.
• Additionally, Polo is extending its focus to engage with consumers on a more personal and
interactive level
TARGETING
8. POSITIONING
Polo's brand positioning is built on several key factors:
1. Friendly Gesture and Refreshment:
• Polo is positioned as a brand that offers a friendly and refreshing experience.
2. Unique Shape Appeal:
• The product's distinctive shape adds to its appeal.
3. Brand Personality Enhancement:
• To enhance its positioning, Polo aims to develop a specific brand personality.
• This personality seeks to portray Polo as intelligent, witty, and amiable.
• It is a brand that doesn't take itself too seriously, reflecting a light-hearted and approachable
image.
12. PORTER’S FIVE FORCES
1. Bargaining power of Suppliers:
POLO’s production is essentially referring to two types of suppliers. Those for the raw materials for the
specific production (sugar, peppermint) and those for the packaging (paper, plastic). Both sectors have a
high fungibility, so the supplier’s bargaining power is relatively low.
2. Bargaining power of Buyers:
Businesses that have a small number of influential customers can frequently set the conditions. In
POLO's situation, the buyer has medium to high power because switching is very inexpensive and there
are a growing number of new mint brands available, giving consumers more options and strengthening
their purchasing power.
3. Competitive rivalry:
The competitive rivalry for POLO is very high since large number of new brands have been introduced
during POLO’s downfall. Soft mints, Mentos, tic tac, cool mint, host, along with other breath fresheners
like spout, fresh up, extra and Listerine mouth strips are all a direct threat for POLO’s sales
13. PORTER’S FIVE FORCES
4. Threat of substitution:
Given the low switching costs and abundance of mint producers available in the market,
there is undoubtedly a significant risk of alternative products. Large variety of flavors in
comparison to POLO's limited supply of flavors also presents a major risk for
substitutes.
5. Threat of new entry :
It is simple to enter the market since there are no significant and long-lasting barriers
such as government regulations, economies of scale, capital needs, or patents. Concern
for dental health and fresh breath is driving up demand for mints. POLO's sales share
has previously been reduced by new competitors like cold mint and soft mint, and the
success of these companies inspires even more new competitors to enter the market
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17. $25.00
Consumer Personas
Early teens - Aged 12-19
Prefers chocolates or toffees.
Confectionaries means timepass. Want to be
perceived as ‘cool’ among the peer group.
Mainly watches entertainment shows, gossip
and talk shows
Young Adults – Aged 20-28
Value or information seekers –
Aged above 45
Office goers – Aged 29-45
Mainly as a refreshment after smoking. They
are more interested in spoofy content and
traffic updates. Aspires for instant
acceptance among peer groups
They prefer mint/confectionary for fresh
breath during work hours. Interested in news
and traffic updates.
They prefer mint while travelling. Prefers
news and talks about cooking, health
aspects
