Coin­ing the mark in con­fec­tionery

Progressive Grocer (India) - - Category Watch -

Com­pany pro­file: Pee Pee Group started in 1909 and is an ISO 9001 cer­ti­fied com­pany. It is a di­ver­si­fied trad­ing and man­u­fac­tur­ing com­pany that started out as a dis­trib­u­tor of elec­tron­ics and home ap­pli­ances, and also man­u­fac­tures home and kitchen ap­pli­ances. Seven years ago, its food divi­sion started man­u­fac­tur­ing a va­ri­ety of co­coa-based pre­mium choco­lates, which was branded “Jumbo” and “Na­ture N Na­ture.” Prod­uct port­fo­lio: The port­fo­lio cov­ers coin choco­lates, bar choco­lates, choconutty, choco crispers, choco dates, nutty dates, osmo de­hy­drated fruits, and real fruit squashes. All the cho­co­late prod­ucts man­u­fac­tured by the com­pany are 100% pure vege­tar­ian. The prod­uct range con­sists of a mix of nuts and choco­lates. Some prod­ucts have nuts and dates stuffed in­side choco­lates. Mar­ket reach: The ma­jor mar­kets for the brand are all FMCG out­lets like hy­per­mar­kets, su­per­mar­kets, gro­cery re­tail­ers, de­part­men­tal stores, etc. The com­pany caters to peo­ple of all age groups and the ma­jor fo­cus is on teens and kids. The prod­ucts are avail­able with some mod­ern trade out­lets across the coun­try. The brand has a pres­ence in the south In­dian mar­ket as of now and is try­ing to ex­pand to more In­dian cities and towns. The com­pany is also work­ing at the ex­port seg­ment.

New prod­ucts in the off­ing: Dif­fer­ent fla­vors in coin choco­lates with ex­clu­sive va­ri­eties and a range of sizes ais in the pipe­line. It is also plan­ning to launch pre­mium lux­ury dark choco­lates with high co­coa con­tent.

Best sell­ers: Coin choco­lates are the brand’s best sell­ers. Cur­rently, the brand makes 10 mil­lion coins monthly and it has a tar­get of pro­duc­ing 25 mil­lion coins monthly, go­ing ahead.

Use of tech­nol­ogy: From man­u­fac­tur­ing to pack­ag­ing, every­thing is au­to­mated. There is hardly any man­ual work. So there is a lesser chance of man­u­fac­tur­ing

– Goutam Ku­mar Jain Manag­ing Di­rec­tor, Pee Pee Ap­pli­ances

un­hy­gienic prod­ucts. All the food prod­ucts are tested and cer­ti­fied by the con­cerned au­thor­i­ties. The man­u­fac­tur­ing unit is ISO 22000 cer­ti­fied.

The brand is into de­vel­op­ing in­no­va­tive prod­ucts as per the lat­est chang­ing trends. For ex­am­ple, there is a trend to­wards con­sump­tion of dark choco­lates among the young­sters. So it is plan­ning more va­ri­eties in that seg­ment. Mar­ket­ing strat­egy: Cus­tomers be­lieve in the brand and its qual­ity. The com­pany sup­plies choco­lates in gift boxes with dif­fer­ent counts in dif­fer­ent sizes of re­us­able qual­ity boxes, which are liked by the cus­tomers. The brand’s treat packs and va­ri­eties for pre­mium nutty choco­lates and choco crispers are pop­u­lar among the cus­tomers. This is be­cause of their in­no­va­tive and at­trac­tive pack­ag­ing. Roadmap ahead: The com­pany be­lieves that mod­ern trade re­tail is one of the most im­por­tant mar­ket seg­ments for branded con­fec­tionery play­ers. The brand’s fu­ture goal is to be present with all mod­ern trade out­lets across the coun­try. There is a plan to in­tro­duce new SKUS in pre­mium cho­co­late va­ri­eties for mod­ern trade. Ac­quir­ing a ma­jor pres­ence for the brand in all re­tail sec­tors is the goal go­ing ahead.

The com­pany be­lieves that mod­ern trade re­tail is one of the most im­por­tant mar­ket seg­ments for branded con­fec­tionery play­ers.

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