New launch:Cadbury Bubbaloo

Brand name: Bubbaloo
Company: Cadburys
Price: Rs 1
Flavours: Strawberry and mixed fruit
Category: Bubble Gum market
Category Size: Rs 180 Crore
Category leaders: Boomer (Wrigley’s) and Big Babol (Perfetti)

Cadbury intends to differentiate the brand ‘Bubbaloo’ with a liquid centre and targeting wider audience with existing pre teenage segment. Cadbury is introducing ‘Bubbaloo’ a brand from Adam’s business worldwide, which Cadburys acquired it in 2004. The company plans to use its existing distribution network to launch ‘Bubbaloo’ across the country.
Strategy for Growth: Bubbaloo will involve in a multi-media marketing campaign to connect with the target consumers. The 360 degree marketing communication will be anchored by ‘Bubba the cat’ the worldwide mascot for Bubbaloo
Cadburys plans to acquire confectionary companies in India as a part of its strategic development.

source: financial express