Campaign details
Brand: Alpenliebe GoldBrand owner: McCann WorldgroupCountry: IndiaIndustries: ConfectioneryMedia channels: Games & competitions, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Sponsorship - media, Television, Websites & microsites Budget: 1 - 3 million
Executive summary
India is one of the most price-sensitive markets in the world. And here, the confectionery market is one of the most price-sensitive categories. Around 72% of the hard-boiled candy segment is priced at 50 paise (100 paise = one Indian rupee). And almost 44% of consumers in this category comes from rural India,...