How KINDER JOY penetrated the price-sensitive Indian Market?

Kinder Joy is a chocolate confectionary made by Italian company Ferrero, the second biggest chocolate producer and confectionary company globally. The company has presence in about 170 countries and is a producer of many other leading brands as Nutella, Tic Tac and Ferrero Rocher Chocolates. Having a global presence, the brand is present in about 170 countries through its distribution network.

The product was introduced in India in 2009 and combines chocolate with a surprise toy in an egg-shaped casing. It is premium priced at INR 40, as compared to entry level pricing of INR 5 in the segment.

STRATEGIC INITIATIVE – The TOY story – The centre point of all promotions have been kids, infact the brand presents a subtle example of usage of PESTER POWER in Marketing. It aims to build an experience by saying that ingredients are of high quality (targeting parents), while the TOY part makes it attractive for kids. The Kinder Surprise Company, a division of the Ferrero Group dedicated to making surprise toys in collaboration with psychologists says that a lot of R&D goes into the making of these tiny toys packed inside egg casing. The company sources say that these toys are designed to develop cognitive, motor, emotional and relational skills in kids.

OTHER INITIATIVES

Responsible Advertising – Kinder Joy is one of the few brands that follows responsible advertising and does not directly place advertisements on programs that are meant for kids below 12 years.

TVC – TV remains their primary mode of creating brand recognition, though the communication is tailored for different countries and regions. Some famous TVC in Indian Market have been Isme Kuch Khas hai , My Trust Their Joy, #khaoKheloKhusRaho for Diwali

Most prominent campaign for US Markets has been Doorway to Memories, which focuses on relationship of parents and kids.

Social Media – The Company has a strong presence on Facebook and Instagram and rolls out various engagement campaigns from time to time. The company also has customized ads targeting the Youtube audience.

Online engagement – The Company created an app named ‘Applaydu’ which brings Kinder Joy toys to life through augmented reality. The app was with a TVC campaign and digital activations as well as point of sale visibility to familiarise consumers with its features.

Sustainability – The Company also lays strong emphasis on sustainable practices, highlighting on sourcing ingredients sustainably,          protecting the environment, promoting responsible consumption, and empowering people. Ferrero is also committed to make its entire packaging 100% reusable, recyclable or compostable by 2025.

(Source: Official website – India and Global, ET, official social media handles)

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