From edutainment app to e-commerce links, how Kinder Joy weathered the pandemic
The company claims that e-commerce accounts for around 10% of Kinder Joy sales.
The past two years have been dedicated to the digital transition, from moving to digital classrooms to moving shopping online. Shoppers bought almost everything online, including chocolates and confectionery. Interestingly, as part of its efforts to go digital, Kinder India, the chocolate brand of the Ferrero Group, has launched Applaydu, an edutainment app for children aged four to nine. The app brings Kinder toys to life through augmented reality by scanning them. In addition, it aims to help children develop their cognitive skills through family games, as well as interactive stories. “Since the learning experience for children went digital during the pandemic, the brand has been aiming to provide a unique gaming experience for children,” Amedeo Aragona, Brand Manager, Kinder Joy India, told BrandWagon Online. . The company says the app has had over two million downloads over the past year.
In addition, the brand has also made a foray into e-commerce by collaborating with platforms such as Amazon, Big Basket, Grofers and Flipkart during the confinement. The company claims that e-commerce accounts for around 10% of Kinder Joy sales. According to Aragona, today, with the market showing a positive response for FMCG and confectionery brands as well as the type of demand generated by e-commerce platforms, the company has started to return to the levels of before covid.
For Kinder Joy, 30% of overall marketing spend went to digital platforms. “Video planning and digital (including social media marketing) have seen increased spend as part of our media spend optimization plan. It holds 30% of our overall marketing spend, which contributes to better penetration and a better connection with our audience, which is mainly made up of mothers,” said Aragona. He further added that e-commerce, OTT and other digital platforms will be of great importance for the brand. and that the company aims to increase the share of digital marketing spend to more than 10% of Kinder’s overall business in India, in the future.
According to a Nielsen report, the confectionery industry saw a 19% decline in sales within the FMCG sector during the first wave of the pandemic. Kinder Joy, in order to reach its consumers at an accessible price, has announced the launch of Kinder Creamy in 2020 at Rs 20. the Indian climate and the Indian palate,” Aragona said. With Kinder Creamy, the company has made a foray into the children’s snack segment as part of the tropical portfolio and aims to make deeper inroads into the chocolate category in India. He claims that in a few years, sales of Kinder Creamy may overtake Kinder Joy due to its accessible pricing, mini-snack intent, stronger penetration in smaller and rural markets, thus reaching the socio-economic scale.
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