Submitted by-

Buddy Brand Project 1 BIJENDER YADAV

MBA (IB) 2018-20
KID - 7683661
 The “SHAUK BADI CHEEZ HAI” campaign, a very popular
campaign, which touched in both the aspects in
communication. The product by mentioning taste and
0% tobacco and magnesium carbonate free, quality.
And, also by the emotional connect through connecting
to Passion of audience and setting an image of
passionate brand in itself.

Being in non-tobacco chewing category, need it caters is to keep mouth out of smell, and refreshed over all.
Competitive universe : Chewing Category
• Pan masala (Tobacco/ Non-tobacco)
• Mouth fresheners
• Chewing gums
• Mouth refreshing candies

Most relevant competition

• Pan masala : Non- tobacco
 Competitive Landscape

BRANDS Emotional Promises Functional Promises

“MUH ME RAJNIGANDHA,
SUPERB IN FRESHNESS AND
KADMO ME DUNIYA” –
TASTE
CONQUER THE WORLD
MARKET POSITION

“OONCHE LOG, OONCHI EVERLASTING FRESHNESS

PASAND” – PRIDE & HONOUR AND LINGERING TASTE

“SHAUK BADI CHEEZ HAI” – RICH AND REFRESHING

PASSION TASTE

CLASS NEVER GOES OUT OF

DELECIOUS TASTE
STYLE

• RED COLOURED PROMISES ARE MORE FOCUSED BY THE BRAND IN COMMUNICATION CHANNELS
 Competitive Landscape
“MUH ME RAJNIGANDHA,
SUPERB IN KADMO ME DUNIYA”
FRESHNESS
AND TASTE

EVERLASTING
FRESHNESS AND
LINGERING TASTE

“SHAUK BADI CHEEZ HAI”

EMOTIONAL

CLASS NEVER
GOES OUT OF
STYLE

FUNCTIONAL
 Brand Opportunity Framework

Established Brand
Emerging Brand Visionary Royal

Ropewalker Party Pooper

Emerging Category Established Category

 Brand Opportunity

• The brand Pan Vilas, since it’s inception has consistently grown and at
a very impressive rate(has approx 20% share in around 8 years of
opperation), and recent expansion of it’s products like Pan Vilas RAAG
in popular price segment as well, and introducing Pan Vilas Silver
Dewz and Pan Vilas Aam Candy, it is moving towards faster adoption
and marketing efficiency
• And, on the similar lines, The “SHAUK” campaign was launched to,
build loyalty in the existing customers with passion vibes and as well
attracting the untapped customers. This campaign also, revolves
around royal and rich background as the main segment to target, are
rich and premium(specially to diversify this, Pan Vilas RAAG was
launched).