To capture a large share of the target consumer, Cadbury India has strategically priced `Nice Cream' at Re 1 per candy. ``It is a value-for money product within the value-added sugar confectionery segment,'' the company says.

Analysts point out that while the price of the candy is the hardselling point, Cadbury India is taking various measures to improve the visibility factor at the point of purchase by enabling retailers to store the candies at the foremost shelf in attractive bright coloured packs/jars. The strategy is to attract the discerning consumer--children--to purchase the product which has been priced at a level affordable to them.

The product thus compliments `Byte' so far as being a child-oriented product, the company says. Byte is, however, priced at a higher lever at Rs 3. In terms ofpricing, Nice Cream fits in a price bracket between Googly, a sugar candy, priced at 50 paise per candy, and Byte, which is a strawberry-flavoured chocolate bar.

Even as the company is yet to unleash its advertising promotion on `Nice Cream', the company has extended the pack in jars for greater distribution reach and trade push incentives have been provided.

A quick survey of Mumbai's retail world shows that `Nice Cream' has beenmade available largely in the stand-alone road-side kirana shops and not yet in the medium to large retail/grocery shops in Mumbai.

The `Nice Cream' advertising account has been awarded to Ogilvy & Mather. However, details on the ad campaign were not revealed.

The idea of foraying the value-added sugar confectionery market was to widen Cadbury's consumer base. The contribution made to the company's turnover (Rs 428 crore) is gradually tending towards the sugar confectionery business.The low-priced offering will further fuel the company's bottomline, say analysts, consideringthat chocolate confectionery is an impulse buy item in India. The product is expected to strengthen the company's initiative of increasing sales volume riding on the fast growing value-added sugar confectionery market, say analysts.