Bournville Brand Study

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A study of the bournville brand and its communication strategy over the years...

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Bournville Brand Study

  1. 1. Product & Brand ManagementCadbury&apos;s Bournville<br />By: AdityaAhuja<br />Email: adiahuja.21@gmail.com<br />
  2. 2. Background <br />On October 2008, Cadbury re-launched it’s Bournville brand of dark chocolate in India<br />Re-launched – Because the brand has been in the Indian Market for 30 years. But this brand was neglected.<br />Cadbury re launched ‘Bournville’ for 2 reasons:<br />Opportunity<br />Gap in the “dark chocolate” category in India<br />Increase in purchasing power<br />Competition <br />Foreign competition from global brands like Mars, FerreroRocher etc. <br />Change in consumer preferences towards these imported brands<br />Cadbury has lost it’s hold on the premium chocolate segment to imported brands<br />Cadbury has taken a proactive defense strategy by creating new categories<br />By creating the new category of dark chocolates, Cadbury aims at having the first mover advantage and also will be able to bring in freshness to the Cadbury umbrella brand. <br />
  3. 3. Bournville over the years!!!<br />
  4. 4. Features of the Product<br />
  5. 5. Functions of Bournville Brand Manager<br />Planning of the Brand re-launch:<br />Studying the way positioning of premium chocolates has been done in other markets<br />Deciding on the Brand positioning, brand identity and target group<br />Monitoring the competitive landscape of Bournville as well as the chocolate category<br />Communications:<br />Choosing the communication channels to be used to promote Bournville<br />Deciding on the integrated communication that has to go with the product (including the website: http://bournville.in)<br />Approving the Promotions that can go along with Bournville<br />
  6. 6. Functions of Bournville Brand Manager<br />Market :<br />Understand the consumer consumption pattern in terms of buying behavior, moments of consumption while positioning Bournville<br />Market share projections of Bournville<br />Deciding on the Point of Sale where Bournville can be available<br />Taking market feedback from time to time, and innovating the category<br />
  7. 7. Bournville Communication Strategy<br />
  8. 8. Bournville Communication<br />Bournville’s unique appeal:<br />“One has to first enjoy the darkness of this chocolate. Then place the chocolate bar near the ears and break one cube and hear that crisp sound. Then smell the chocolate for that special aroma. Then slowly eat the chocolate enjoying it slowly…”<br />The television Commercial:<br />Used globally to promote the brand<br />(Maintaining the same consistent <br />Message across markets)<br />
  9. 9.
  10. 10. THANK YOU<br />Some other print communications!!<br />
  11. 11. THANK YOU<br />

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