cadbury brand
DESCRIPTION
View this to know how Cadbury has evolved as a brand in the last decade. This will give a lot of insight into what it takes to become a powerful brand.TRANSCRIPT
![Page 1: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/1.jpg)
The sweetest story ever told… or heard
![Page 2: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/2.jpg)
What makes a successful brand?
• Carves out a distinct role in the consumer’s life
• Constantly delights the consumer year after year
• Consistent value proposition• Local expressions of universal needs
Elicit a ‘WOW’ at any given time
![Page 3: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/3.jpg)
Cadbury Dairy Milk The Real Taste of Success
![Page 4: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/4.jpg)
What does CDM stand for world-wide?
![Page 5: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/5.jpg)
Brand Promise
Cadbury Dairy Milk is the most delicious, best tasting chocolate.
A moment of pure magic.
CDM is Chocolate
![Page 6: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/6.jpg)
Brand Character
Cadbury Dairy Milk encapsulates an enormous breath of emotions, from
shared values such as family togetherness (fun, wholesome,
reliable), to the personal values of individual enjoyment.
It stands for goodness.
![Page 7: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/7.jpg)
The Indian Chapter
![Page 8: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/8.jpg)
The Challenge
• Get people accustomed to chocolates- primarily seen as a western taste
• Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself
![Page 9: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/9.jpg)
CDM in the 80’s
• Brand was considered as a surrogate of parental affection for their children
• The chocolate goodness (appetite appeal) was being harnessed
![Page 10: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/10.jpg)
The Expression
CDM positioned as ‘The perfect expression of parental love’
‘Sometimes a Cadbury can say it better than words’
![Page 11: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/11.jpg)
1980 TVC
![Page 12: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/12.jpg)
Category audits in early 1990’s
• Chocolate are meant for kids only
• Seen as an indulgence product
• Negative associations– Too much was bad
– Bad for health
![Page 13: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/13.jpg)
Key Issue
With communication consciously addressing kids, consumption also got
restricted within the same segment resulting in brand stagnation
![Page 14: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/14.jpg)
Marketing Challenge
To expand the consumer base by making CDM aspirational and desirable
to the adult segment
![Page 15: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/15.jpg)
The Unshackling of CDM in 1994
![Page 16: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/16.jpg)
Communication Task
To increase category relevance, give consumers a taste of life the Cadbury
Dairy Milk way - real, fun and free.
Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.
![Page 17: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/17.jpg)
What was the consumer saying??
Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree,
special, real moments.
So, what if these ‘moments’ were brought back to life even for adults?
![Page 18: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/18.jpg)
The atmosphere at that time…
The new resurgent India.
The era of globalization had sowed the seeds of ‘I wanna break free’ syndrome
Avenues for freedom for expression were more than welcome
![Page 19: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/19.jpg)
The BIG idea
Cadbury Dairy Milk-
The chocolate for the kid in all of us.
The Communication
The Real Taste of Life.
![Page 20: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/20.jpg)
Brand Positioning
CDM is the perfect expression of spontaneous, happy, joyous feelings.
Eating CDM provides the ‘Real Taste of Life’ experience.
![Page 21: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/21.jpg)
RTOL TVC
![Page 22: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/22.jpg)
And the result…
‘94 v/s ‘93
Category 12 43
22 52
Brand 31 54
Moulded segment
Parameters ‘95 v/s 94
‘Vol. Gr. ‘Vol. Gr.
![Page 23: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/23.jpg)
Legitimising of CDM in 1998
![Page 24: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/24.jpg)
In 1997
• Hurdles at a competitive level
– Launch of Kit Kat which was considered as young, trendy, future, exciting, smart
– Threat from imported premium moulded brands like Lindt, Ritter, Van Houten
![Page 25: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/25.jpg)
• Hurdles at the communication level– “Real Taste of Life Campaign” cut ice
with the metro audience, – The barriers of Middle/Bottom end
consumers still remained to be addressed
– As a result, brand growth rate was slower than the chocolate market growth
In 1997
![Page 26: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/26.jpg)
What next???
The “Indianisation” of the brand
To increase width of consumption by entering
the Indian mind-space -
Make CDM part of Indian customs and mores
![Page 27: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/27.jpg)
What next???
CDM to be the Real Taste of
Everyone's Life.
![Page 28: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/28.jpg)
For Regular users
Position CDM as the gold standard in taste amongst chocolates
Creative Idea I will do anything to eat my CDM
The twin platforms
![Page 29: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/29.jpg)
For Infrequent users
Position CDM as the chocolate meant for everyone
Chocolate = CDM
Creative Idea You don’t need any special reason
to eat CDM
![Page 30: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/30.jpg)
For Regular users
The executions
![Page 31: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/31.jpg)
Train TVC
![Page 32: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/32.jpg)
For Infrequent Users
The executions
![Page 33: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/33.jpg)
Cyrus TVC
![Page 34: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/34.jpg)
The result...
Vendor TVC’s cut ice among both heavy as well as marginal user
The strategy helped increase brand penetration (specially in smaller towns)
leading to a brand growth of around 40%
![Page 35: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/35.jpg)
The result...
Volumes grew by 34% post ad exposure (i.e Jul-Dec ‘00) vis-à-vis
pre ad period (i.e. Jan-Jun ‘00)
Overall CDM volumes of 2000 grew by more than 30% over 1999
![Page 36: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/36.jpg)
Parallel initiatives
Beefed up distribution system (grown by over 60% over past 5 years)
Increased points of contact
(Bringing CDM closer to the consumer)
![Page 37: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/37.jpg)
The third discontinuity
CDM in 2002
![Page 38: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/38.jpg)
Competitive Environment
• Influx of several brands at various price points offering greater perceived value
• While attitudes towards chocolates softened, consumers flirted with options
![Page 39: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/39.jpg)
The Challenge
Reinforce pre-eminence of the brand
![Page 40: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/40.jpg)
The Execution
Product
Range of new, international pack formats – a CDM for every need
![Page 41: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/41.jpg)
CDM for every need
• For chocoholics -
CDM Chunky
• For Connoisseur -
- Bournville
- Fruit & Nut
![Page 42: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/42.jpg)
CDM for every need
• Gifting - Gift packs
• In-home consumption
• ‘Muh Meetha Karna’
![Page 43: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/43.jpg)
The Execution
Communication
Reinforce relationship of brand in the consumer’s life
![Page 44: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/44.jpg)
CDM in 2002
I eat CDM when I am happy, sad
CDM is always there with me
CDM mere mun mein rahata hai
CDM is almost like an ideal companion
Consumer Speak
Insight
The Brand Platform
I need a friend who sees me through all my
emotions
CDM uplifts my spirits like a true
friend
![Page 45: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/45.jpg)
Sailor and Tennis TVCs
![Page 46: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/46.jpg)
0
50
100
150
200
250
300
350
400
450
93 95 97 99
Index sales
The Sweet Taste of Success
![Page 47: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/47.jpg)
A brand that captures your mind gains behaviour.
A brand that captures your heart gains commitment.
Scott Falgo
![Page 48: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/48.jpg)
100%
89%
85%
84%
68%
99%
84%
77%
64%
8%Bonding
Advantage
Performance
Relevance
Presence
Commitment to the brand - India
CDM Intl. Choc. Brand in India
Source: IMRB U&A Study
![Page 49: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/49.jpg)
CDM India – a global benchmark
Today, India is the second largest market for CDM in the world
The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.
![Page 50: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/50.jpg)
But there are newer challenges
Strike a balance between the CDM enlistment (in non-metros) and the
increasing usage in Metros
Drive CDM ‘Ultimate Chocolate Experience’ values across the Mega Brand Range
Make CDM a part of the Indian shopping basket
![Page 51: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/51.jpg)
Our goal
Ensure a CDM in very pocket
![Page 52: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/52.jpg)
Lesson
A Brand is a Brand is a Brand
![Page 53: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/53.jpg)
As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter
whether it’s Indian or not
![Page 54: Cadbury Brand](https://reader034.vdocuments.site/reader034/viewer/2022050623/5492f3f7ac7959222e8b4766/html5/thumbnails/54.jpg)
Thank you
Care for some chocolate?