Product details

The Indonesian food products major Inbisco, a subsidiary of Mayora Group, entered the Indian market in 2008 with the launch of Kopiko confectionery brand. The group had established an Indian subsidiary named Inbisco India. Kopiko was a power-packed, hard-boiled treat made with real coffee extracts. Kopiko was positioned as 'the candy bar that makes you stay awake'. In the meantime, it was becoming difficult for brands to generate top of the mind brand recall in the cluttered Indian confectionary market, with a market size of USD1.3 billion. In 2015-17, DS Group's Pulse Candy emerged as the market disruptor in the hard-boiled candy (HBC) market in India with sales of INR3.26 billion in 2016-17. To overcome competition and to connect with the Indian consumers, Kopiko launched a humorous ad campaign 'Jaage Raho, Aage Raho' ('Stay Awake, Stay Ahead'). Would Kopiko's latest marketing efforts help the company to overcome the challenges and stay relevant amidst stiff competition in the much cluttered Indian Candy market?