Staging The Entry

Restage your advertising every two years. So that it doesn't communicate a very stodgy image for your brand.

Use flavours: Expand your flavour base and introduce new flavours at regular intervals. Usually, 60 per cent of the customer base are core customers for the brand and the rest 40 per cent form the periphery. New flavours are a good way to ensnare new customers.

Use the right promotional mix: Besides, regular promotions, it is very important to engage in promotional activities such as exciting event management exercises.

Renewned trade push: Ensure proper incentives so that they are not induced to push your competitor's product.

Revv up distribution width: Increase the distribution width continuously because in such a low involvement category, non-availability of your product can only benefit your competitor. For example, Dabur products are available in 15,000 outlets in Delhi. Whereas the Hajmola candies are available in well over 30,000 shops.