Biz Dewz

Kinder Joy introduced in India by the Italian confectioner Ferrero International has captured the Indian kids mind space in a short time to become one of the leading brands in the kids chocolate market.

In-store Marketing:

Kinder Joy is not marketed heavily by Ferrero with the television and print ads like Cadbury Bournville. But then what did the trick to capture significant market share in a short period? It is their in-store marketing efforts that helped the brand.

I’ve seen a large rack full of Kinder Joy opposite to the entrance in a Spencer’s Daily shop in Chennai. From the big organized retail players like Reliance Fresh to small mom and pop retail shops, in most stores Kinder Joy chocolate boxes are placed near the billing counter and that encourages impulse purchase by customers. Also its distinct egg-shape helped it to stand out from other chocolate brands.

Kinder Joy vs. Cadbury Bournville – Which one is costlier?

Yes, kids love KinderJoy. Do their parents too love it? Not all, I’ve to say. You can get a Cadbury Dairy Milk, 5 Star, Perk or Kit Kat for Rs 5; but a Kinder Joy costs Rs 30. Also 20 grams of Kinder Joy at Rs 30 is relatively costlier to the Cadbury’s premium dark chocolate brand Bournville that comes in a 90 gm bar for Rs 75.

Will Cadbury & co challenge the Kinder Joy’s growth and launch a special chocolate for kids? Many middle class parents would love it, if its an economical version of Kinder Joy.