Alpenliebe Juzt Jelly: How to sell candies at a 2000% mark-up

Jitender Dabas, Harshvardhan Sahni

Alpenliebe Juzt Jelly, an Indian confectionery brand, grew the contribution of the larger-than-one-rupee price point by marketing its multipack bags to families rather than solely children.

Campaign details

Brand: Alpenliebe Juzt JellyBrand owner: Perfetti Van Melle India Pvt. Ltd. Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: ConfectioneryMedia channels: Games & competitions, Online video, Product sampling, TelevisionBudget: 500k - 1 million

Executive summary

The Indian confectionery industry is virtually inflation-proof. Brands don't raise their prices for years and years for fear of losing customers. But the ever-increasing cost of raw materials (especially sugar cane) meant that Alpenliebe Juzt Jelly could no longer put it off.

The idea was simple – wean Indian kids away from single...

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