Product details

Mr Rao, the Director (Marketing) of Mayora India Private Limited was in conversation with his marketing team about how to position Kopiko candy in India. Kopiko was a hard-boiled coffee candy that contained extracts from real coffee beans. Mayora India Private Ltd, formerly known as INBISCO India (a subsidy of Mayora Indonesia), was a Fast-Moving Consumer Goods (FMCG) company selling a range of products like candies, chocolates, biscuits, instant premixes, and other food products in India. Mayora competed in the Indian candy market with its Kopiko brand. The Indian candy market was highly competitive with major players like DS Group, Parle, ITC, and Perfetti Van Melle. Rao and his team had hired a leading market research agency to understand the consumer tastes and preferences. Rao wondered 'How to position Kopiko in such a competitive market? How to create an effective market positioning strategy?'