This document is proprietary and confidential. Reproduction prohibited.               CadburyJan 2010- Dec 2010
This document is proprietary and confidential. Reproduction prohibited.                                       Microblogs  ...
This document is proprietary and confidential. Reproduction prohibited.                      50                      45Men...
This document is proprietary and confidential. Reproduction prohibited.Most spoken about topics for Cadbury               ...
This document is proprietary and confidential. Reproduction prohibited.                                             Mentio...
This document is proprietary and confidential. Reproduction prohibited.              Silk flavors                         ...
This document is proprietary and confidential. Reproduction prohibited.                                                   ...
This document is proprietary and confidential. Reproduction prohibited.60%50%40%30%20%10% 0%           Q1 2010            ...
This document is proprietary and confidential. Reproduction prohibited.BangaloreHyderabad  Chennai  Kolkata  Mumbai    Del...
This document is proprietary and confidential. Reproduction prohibited.•Youngsters find Cadbury a good gifting option for ...
This document is proprietary and confidential. Reproduction prohibited.                                         15%       ...
This document is proprietary and confidential. Reproduction prohibited.Tag cloud shows mention trend for Cadbury Chocolate...
This document is proprietary and confidential. Reproduction prohibited.•Cadbury- strongest brand recall•Lindt- variety of ...
This document is proprietary and confidential. Reproduction prohibited.•Innovative and creative TVCs•People feel- Chocolat...
This document is proprietary and confidential. Reproduction prohibited.     •Concerns- presence of worms and insect holes ...
This document is proprietary and confidential. Reproduction prohibited.•Favorite ingredients in Cadbury- „roasted almond‟,...
This document is proprietary and confidential. Reproduction prohibited.•Icmlive.com – Cadbury‟s disaster when worms were d...
This document is proprietary and confidential. Reproduction prohibited.•Cadbury Shubh Aarambh – unique theme to initiate a...
This document is proprietary and confidential. Reproduction prohibited.Key Mentions
This document is proprietary and confidential. Reproduction prohibited.   ET Mentions
This document is proprietary and confidential. Reproduction prohibited.News Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
This document is proprietary and confidential. Reproduction prohibited.Microblog Mentions
This document is proprietary and confidential. Reproduction prohibited.            Report Overview• Keywords tracked: “Cad...
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Social media-analysis-cadbury

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A quick analysis on the Cadbury Shubh AArambh campaign, Silk and Bournville in the social media space in India.

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Social media-analysis-cadbury

  1. 1. This document is proprietary and confidential. Reproduction prohibited. CadburyJan 2010- Dec 2010
  2. 2. This document is proprietary and confidential. Reproduction prohibited. Microblogs Blogs Social Media News 350Mentions are in ‘00 300 250 200 150 100 50 0 Q1 2010 Q2 2010 Q3 2010 Q4 2010 •News mentions – Kraft acquisition •Social Media and microblog mentions – Views on Cadbury ads as catchy and innovative •Blog mentions – „out of the world‟ experience of Cadbury chocolates
  3. 3. This document is proprietary and confidential. Reproduction prohibited. 50 45Mentions are in ‘00 40 35 30 25 20 15 10 5 0 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Silk Bournville •Bournville – loved for rich cocoa taste and „raisin and nut‟ flavor •Silk – smooth and chocolaty
  4. 4. This document is proprietary and confidential. Reproduction prohibited.Most spoken about topics for Cadbury 12% 25% 10% 14% 19% 20%PR Strategies to recover from packaging complaintsSeriously delicious chocolateFrom favorite to „most‟ favorite chocolateLeaves you wanting for moreI wish it wasn‟t so expensiveIdeal chocolates for gifting
  5. 5. This document is proprietary and confidential. Reproduction prohibited. Mentions40%35%30%25%20%15%10% 5% 0% Morning (<9) Afternoon (<2) Evening (<7) Night (<12)•Cadbury Silk mentions mostly during evenings•Bournville – good gifting option for birthdays, anniversaries and RakshaBandhan•Night mentions – midnight cravings for chocolate, get rid of the blues
  6. 6. This document is proprietary and confidential. Reproduction prohibited. Silk flavors •Milk chocolate most 20% preferred for unadulterated, pure and rich chocolate taste 19% 61% •Roast Almond and Fruit n Nut for crunchy chocolaty flavorMilk Chocolate Roast Almond Fruit & Nut
  7. 7. This document is proprietary and confidential. Reproduction prohibited. Bournville flavors 13% 20%•Bournville- Almond and hazelnutflavors most preferred 22%•Most liked for the dark cocoa healthbenefits of reducing cholesterol and 45%blood pressure Rich Cocoa Almond Hazelnut Raisin & Nut
  8. 8. This document is proprietary and confidential. Reproduction prohibited.60%50%40%30%20%10% 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Positive Negative Neutral Overall sentiment tone for Cadbury is positive•Cadbury Chocolates are “yummy” and “sinful”•Negative reviews picked up in Q3 2010 because of complaints regarding insectholes and worms in chocolates
  9. 9. This document is proprietary and confidential. Reproduction prohibited.BangaloreHyderabad Chennai Kolkata Mumbai Delhi 0 50 100 150 200 250 300 350 400 450 Mentions in ‘00•Chennai and Mumbai mentions – TV ads are creative and connectsemotionally with consumers•Kolkata and Delhi – innovation in packaging and product presentation
  10. 10. This document is proprietary and confidential. Reproduction prohibited.•Youngsters find Cadbury a good gifting option for Valentine‟s day, to winover a loved one or make up after a fight Mentions 12% 18% 41% 29% 18-25 25-35 35-45 >45
  11. 11. This document is proprietary and confidential. Reproduction prohibited. 15% 33% Men Women Unknown 52%•Men appreciate the three layered packaging•Women indulge in Silk and Bournville to celebrate raise in salary, newacquisition or to even get over a break up
  12. 12. This document is proprietary and confidential. Reproduction prohibited.Tag cloud shows mention trend for Cadbury Chocolates andthe buying pattern. Silk ringtone download “kiss me come closer” Amitabh Bacchan roasted almonds celebrations Raksha Bandhan gifts worms and insect holes Diwali Kraft Foods TVC melt in the mouth KitKat Bangalore Nestle Shubh Aarambh Bournville “You don‟t just buy a Bournville, You earn it” Mumbai Lindt “Kuch Meetha Ho Jaye” Cocoa Calories happy hormones Mars anti oxidants
  13. 13. This document is proprietary and confidential. Reproduction prohibited.•Cadbury- strongest brand recall•Lindt- variety of flavors- Black Currant, Orange, Chile in dark chocolatesegment•Nestle- mentions peaked during „Break Ke baad‟ movie MentionsWhittakersDarrell Lea Lindt Nestle Mars Cadbury 0 50 100 150 200 250 300 350 400 450 Mentions are in ‘00
  14. 14. This document is proprietary and confidential. Reproduction prohibited.•Innovative and creative TVCs•People feel- Chocolates reduce Blood pressure, induce happy hormones,natural source of anti-oxidants Scale 1-10 10 9 8 7 6 5 4 3 2 1 0 Rich Three layer Health Great gifting Creative TV chocolate packaging benefits option commercials taste Positives of Cadbury
  15. 15. This document is proprietary and confidential. Reproduction prohibited. •Concerns- presence of worms and insect holes •Premium chocolate bars slightly expensive and very fattening Scale 1-1010 9 8 7 6 5 4 3 2 1 0 Presence of Slightly No response Fattening Bad for teeth worms and expensive to consumer insect holes complaints Negatives of Cadbury
  16. 16. This document is proprietary and confidential. Reproduction prohibited.•Favorite ingredients in Cadbury- „roasted almond‟, „rich cocoa‟, „raisin and nut‟•Nestle KitKat- Squirrel TVC is liked, yet equally criticized•Lindt and Mars- popular for their gift packs Scale 1-10 Brand recall Variety Ingredients Taste 0 1 2 3 4 5 6 7 8 9 10 Lindt Mars Nestle Cadbury
  17. 17. This document is proprietary and confidential. Reproduction prohibited.•Icmlive.com – Cadbury‟s disaster when worms were discovered•Reviewcatalog.com – Cadbury Silk review for taste, packaging andavailability•Afaqs.com – encourages people to consume chocolates for health benefits Blog mention spread 13% 18% 17% 30% 22% afaqs.com campaignindia.com moneylife.com reviewcatalog.com icmlive.com
  18. 18. This document is proprietary and confidential. Reproduction prohibited.•Cadbury Shubh Aarambh – unique theme to initiate a venture or any newactivity on a good note•Silk‟s “Kiss Me come closer” TVC- downloaded and most talked about•Radio ads- catchy and interesting Mentions 20% 38% 13% 29% TVC Print Ads Internet Banners Radio Ads
  19. 19. This document is proprietary and confidential. Reproduction prohibited.Key Mentions
  20. 20. This document is proprietary and confidential. Reproduction prohibited. ET Mentions
  21. 21. This document is proprietary and confidential. Reproduction prohibited.News Mentions
  22. 22. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  23. 23. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  24. 24. This document is proprietary and confidential. Reproduction prohibited.Blog Mentions
  25. 25. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  26. 26. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  27. 27. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  28. 28. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  29. 29. This document is proprietary and confidential. Reproduction prohibited.Social Media Mentions
  30. 30. This document is proprietary and confidential. Reproduction prohibited.Microblog Mentions
  31. 31. This document is proprietary and confidential. Reproduction prohibited. Report Overview• Keywords tracked: “Cadbury Shubh Aarambh”, “Cadbury Silk” and “Cadbury Bournville”• Time period: Jan 2010 - Dec 2010• Results overview – Most discussions on „Kraft Foods‟ acquisition of Cadbury‟ and Income Tax dept‟s service notice to Kraft Foods Inc. on news sites – Most positive reviews - rich taste, „melt in the mouth feeling‟ and heavenly aroma – Concerns - presence of worms and insect holes found in few chocolates and high calorific content
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