Pulse - Only One Product

In the recent past, Pulse has become the best performing candy. Made by DS Group which also has brand like Rajnigandha & Catch spices, it has become the first in its category to cross Rs. 300 Crores within a short span of two years. Now, this is incredible. You cannot get better than this. It has become so successful, that it has become a case study. DS Group has a very good distribution network. So, distribution was not its problem. There problem was the product. And they zeroed on it in a fabulous manner. After survey, they found it that the most successful candys in hard boiled segment were the kachcha aam and the mango bite. Both were mangoes and it gave them fair insight that they should have a mango candy. The next part was harder. Their logic suggested that they should go with mango, but it should be different than the other two. During brainstorming, it was discussed that the raw mango is best eaten with some tangy spices. They had to go with this. After they had decided that, it was the format of the candy. They decided that it was best to keep the tangy spices in the middle of the candy, which would give the lasting taste, rather than the regular sweet taste. And this was the best decision as has been proved by the success of the Pulse. 

What this case study teaches us is that even if you have one product, but if it is a different product and a very innovative product, something which will give the customer an immense satisfaction, then this one product itself will take you to great heights. However, if there are n number of products, but all are copy cats & without any differentiation, then it is not necessary that it will be successful. The first important point is that you should have a great product. And the second most important point is that you should have a great distribution network. Something very good without any distribution network, will not win the game against something common with a very good distribution network. You need to work on both - the  product and the distribution network.