“Change in
market trends.”

Smaller brands taking over the manufacturing industry!

Summary

Prayagh has a vast stretch over confectionery products. Starting with soft-boiled products ranging from Toffees to center-filled Eclairs (four flavors) and from center-filled Wafers to Shell Moulded chocolates, the company has lengthened its capacities beyond the skies.

The present level of operations can accommodate the product packing in both- twist wrap and pillow pack.

The company believes in the philosophy of “Quality” and wishes to carve out a niche for itself in the manufacture of confectionery products by meeting stringent norms, which equal international standards. The top tiers of management are positively committed towards product quality and are backed by a qualified management team to support and implement the policies towards their drive for the best quality and utmost efficiency.

The company has an exclusive contract for manufacturing Hard-boiled Sugar Confectionery, Toffees and Eclairs with M/S. ITC Ltd. (Foods Division), which has forayed into this field for the first time through contract manufacturing, with our unit being the first one to get started for ITC’s massive confectionery range.

Challenge

The last couple of years have seen a spate of product innovations, value-additions and new launches in the Indian confectionery market. According to industry experts, with young consumers looking for newer formats and flavors in confectionery, manufacturers were induced to cash in on the demand and expand their product range.

Confectionery falls under the impulse purchase segment, and (generally) does not witness any in-store promotions and offers. Confectionery items are stacked near store check-outs, luring customers, who while billing, tend to add some items to their shopping basket.

Insights

”As per a Nielsen report, the confectionery category is estimated to be growing at 8 percent in 2014. While the confectionery market has always been fragmented and continues to be so with more than3,200 brands operating in the category, growth has been driven by the emergence of new segments like Jelly, which has gained quick consumer acceptance. The category has also seen premiumization to some extent but needs to be accelerated in the coming years.”

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Solution

The author and a packaging designer from Nestlé analyzed a corpus of competitor products, to establish what were the common features were across the product category. A manageable number (based on industrial time constraints) was short-listed, namely sectional shape, the color of tin, diameter, volume, brand label color, lip height, lid chamfer height, and lid chamfer width.

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Strategy

Eye-catching, colorful and pretty looking candies always sell the most, as they attract their customers which are usually kids. Another thing that plays a huge role in the success of any candy brand is its branding – the more attractive and intelligently designed is the packaging, the more it will attract customers and sell! Candy’s packaging should be so pretty, vibrant and appealing that customers should remember the brand for its packaging!