October 20, 2008

Hajmola goes to dhabas!

Posted by Bizaholic | 10:11 PM | with 0 comments »

Who doesn't know Hajmola in India? The chatpati goli is a favourite of majority of Indians. Afaqs reports that Hajmola has initiated a new initiative for increasing consumption. The brand is tapping the ubiquitous road side food eateries to position itself as a 'must have' after meals. It is trying to enter the post meal segment currently occupied by 'mint' and 'saunf'.

It is a brilliant marketing strategy for the following reasons:
  1. It helps in repositioning Hajmola as a 'post meal necessity'. Hajmola's current positioning is that of a digestive product which you eat if you have eaten too much. If successful, this single marketing stoke would expand the consumption universe.
  2. Hajmola is loved by majority of Indians (I am assuming). This marketing campaign increases visibility and reinforces brand benefits to give you one more reason to pop it in your mouth after every meal.
  3. Campaign through road side eateries and planned association with hotels & restaurant chains supplemented by an integrated marketing campaign would gradually induce a habit of "Hajmola after every meal". Habits die hard and marketer laughs all the way to the bank!
Hats off to the marketing team handling Hajmola.