Oreo togetherness study press release

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Cadbury India’s ‘Oreo Togetherness Quotient’ survey …

Cadbury India’s ‘Oreo Togetherness Quotient’ survey
conducted by Nielsen highlights the critical role that parents’ involvement plays in the balanced growth of a child
•Not even half (47%) of all the mothers feel that the father in today’s world is extremely involved with their child
•74% of parents strongly agree that it is important for both parents to spend a lot of time with their child since infancy
•70% of parents across India protest that the lack of a work-life balance adversely impacts the involvement with their child

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  • 1. Contacts: Ransom D‘Souza Bhavna Jagtiani Kraft Foods Edelman India +91 9820234999 +91 9820513970 ransom.dsouza@kraftfoods.com bhavna.jagtiani@edelman.com Nishita Virkar Edelman India +91 9920819949 nishita.virkar@edelman.com NEWS RELEASE ONLY 55% OF PARENTS IN INDIA ARE VERY SATISFIED WITH THEIR CURRENT LEVEL OF INVOLVEMENT IN THEIR CHILD’S LIFE Cadbury India’s ‘Oreo Togetherness Quotient’ survey conducted by Nielsen highlights the critical role that parents’ involvement plays in the balanced growth of a child Not even half (47%) of all the mothers feel that the father in today‘s world is extremely involved with their child 74% of parents strongly agree that it is important for both parents to spend a lot of time with their child since infancy 70% of parents across India protest that the lack of a work-life balance adversely impacts the involvement with their childMumbai, May 17, 2011: Cadbury India, today unveiled the findings of the ‘OreoTogetherness Quotient‘, a first of its kind survey that maps Indian families‘ views on theevolving parent-child relationship in the dynamic Indian society. Conducted by researchfirm AC Nielsen across 6 cities (Mumbai, New Delhi, Bangalore, Chennai, Hyderabad andKolkata) in India and comprising of 1819 respondents, the survey also reveals that the roleof the father in a family cannot be underplayed. The survey also indicates that parents
  • 2. today are craving a little more time away from their hectic work schedules so that they canspend those extra hours with their children.According to the survey, 94% of Indian parents are convinced that it is extremely importantfor fathers to spend more time with their children. On an average, fathers spend only 2hours with their children on a week day. It‘s only natural that they have expressed a needto spend more than 3 hours. Mothers, who form a key catalyst for the father-childrelationship, also feel that time investment is the key. 51% of mothers across the six citiessurveyed feel it is extremely important for fathers to spend time with their children at homealmost every day.Revealing the survey findings, Chandramouli Venkatesan (Mouli), Director – Snacking &Strategy, Cadbury India said, ―India as a country is in a complete transition mode. With thedynamically changing values, there is a shift in the relationships as well. The ‘OreoTogetherness Quotient’ is a first step towards understanding how Indians, especiallyyoung parents, view their relationships with their children, what are the constraints theyface, what they are doing to make a happy family.‖With the changing fabric of the urban Indian society, the parent-child relationship has seena transition as well. The survey captures this change in thinking: Not even half (47%) of all the mothers feel that the father in today‘s world is extremely involved with their child 52% of parents expressed that they would like to have more knowledge on being a better parent Only 57% parents agree that it is the joint responsibility between the two parents to bring up a child 69% of the fathers say their work-life balance does affect the level of involvement with their child A mere 44% of fathers and 43% of mothers are very satisfied with their work-life balance Only 55% of parents are very satisfied with their current level of involvement in their child‘s life
  • 3. Helping children with their studies, chatting with them, watching TV with them at home,snacking with them are the four key activities where 75% or more parents are involved andthese activities together account for about half the time that parents spend with theirchildren, the survey further states.Mr. Venkatesan further stated, ―We are also seeing a shift in the parents‘ approach indealing with their children. The survey confirms this as 53% fathers see their relationshipwith their child different from the relationship with their own father.‖The key factors causing the difference are: 1. The father is perceived more as a friend 2. Better education and awareness 3. Parents have a busy scheduleExperts also believe that a close bond with the father gives a psychological advantage to thechild in his/her growing years. Today‘s father has been pushed into a family scenario wherehe has to take care of the family not only as a provider but also as a house maker. Thesurvey highlights the current trends in the urban Indian families and rising importance ofspending quality time with the children.Mr. Venkatesan, concludes, ―Understanding the need for more family down-time throughthe survey, we as part of the Oreo launch, envisage creating a new moment in time – ‗OreoTime‘- involving fathers and children with the mother as the catalyst to strengthen theirbond. Over the next few months, we will be rolling out a consumer campaign that willprovide unique opportunities for parents and children to come together and experience‗Oreo Time‘ coming to life.‖ABOUT CADBURY INDIACadbury India Ltd. is a part of the Kraft Foods Group. Cadbury India operates in fivecategories - Confectionery, Beverages, Biscuits, Gum and Candy. In the Confectionerybusiness, Cadbury has maintained its undisputed leadership over the years. Some of thekey brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems,Halls, Éclairs, Bubbaloo, Tang and Oreo.
  • 4. ABOUT KRAFT FOODSNorthfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with anunrivaled portfolio of brands people love. Proudly marketing delicious biscuits,confectionery, beverages, cheese, grocery products and convenient meals in approximately170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which wasearned outside North America. Eleven of the company‘s iconic brands -- including Cadbury,Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia andTrident -- generate revenue of more than $1 billion annually, and 40 have been loved formore than a century. A leader in innovation, marketing, health & wellness andsustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard &Poors 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For moreinformation, visit www.kraftfoodscompany.com andwww.facebook.com/kraftfoodscorporate. — —