Jan17 Icon Cadbury


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Jan17 Icon Cadbury

  1. 1. The sweetest story ever told… or heard
  2. 2. What makes a successful brand? <ul><li>Carves out a distinct role in the consumer’s life </li></ul><ul><li>Constantly delights the consumer year after year </li></ul><ul><li>Consistent value proposition </li></ul><ul><li>Local expressions of universal needs </li></ul><ul><li>Elicit a ‘WOW’ at any given time </li></ul>
  3. 3. Cadbury Dairy Milk The Real Taste of Success
  4. 4. What does CDM stand for world-wide?
  5. 5. Brand Promise Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic . CDM is Chocolate
  6. 6. 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.
  7. 7. The Indian Chapter
  8. 8. The Challenge <ul><li>Get people accustomed to chocolates- primarily seen as a western taste </li></ul><ul><li>Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself </li></ul>
  9. 9. CDM in the 80’s <ul><li>Brand was considered as a surrogate of parental affection for their children </li></ul><ul><li>The chocolate goodness (appetite appeal) was being harnessed </li></ul>
  10. 10. The Expression <ul><li>CDM positioned as ‘The perfect expression of parental love’ </li></ul><ul><li>‘ Sometimes a Cadbury can say it better than words’ </li></ul>
  11. 11. 1980 TVC
  12. 12. Category audits in early 1990’s <ul><li>Chocolate are meant for kids only </li></ul><ul><li>Seen as an indulgence product </li></ul><ul><li>Negative associations </li></ul><ul><ul><li>Too much was bad </li></ul></ul><ul><ul><li>Bad for health </li></ul></ul>
  13. 13. Key Issue <ul><li>With communication consciously addressing kids, consumption also got restricted within the same segment resulting in brand stagnation </li></ul>
  14. 14. Marketing Challenge <ul><li>To expand the consumer base by making CDM aspirational and desirable to the adult segment </li></ul>
  15. 15. The Unshackling of CDM in 1994
  16. 16. Communication Task <ul><li>To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk way - real, fun and free. </li></ul><ul><li>Integrate the &quot;real&quot; chocolate of Cadbury Dairy Milk to &quot;real&quot; feelings. </li></ul>
  17. 17. What was the consumer saying?? <ul><li>Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree, special, real moments. </li></ul><ul><li>So, what if these ‘moments’ were brought back to life even for adults? </li></ul>
  18. 18. The atmosphere at that time… <ul><li>The new resurgent India. </li></ul><ul><li>The era of globalization had sowed the seeds of ‘I wanna break free’ syndrome </li></ul><ul><li>Avenues for freedom for expression were more than welcome </li></ul>
  19. 19. The BIG idea <ul><li>Cadbury Dairy Milk- </li></ul><ul><li>The chocolate for the kid in all of us. </li></ul><ul><li>The Communication </li></ul><ul><li>The Real Taste of Life. </li></ul>
  20. 20. Brand Positioning <ul><li>CDM is the perfect expression of spontaneous, happy, joyous feelings. </li></ul><ul><li>Eating CDM provides the ‘Real Taste of Life’ experience. </li></ul>
  21. 21. RTOL TVC
  22. 22. 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.
  23. 23. Legitimising of CDM in 1998
  24. 24. In 1997 <ul><li>Hurdles at a competitive level </li></ul><ul><ul><li>Launch of Kit Kat which was considered as young, trendy, future, exciting, smart </li></ul></ul><ul><ul><li>Threat from imported premium moulded brands like Lindt, Ritter, Van Houten </li></ul></ul>
  25. 25. <ul><li>Hurdles at the communication level </li></ul><ul><ul><li>“ Real Taste of Life Campaign” cut ice with the metro audience, </li></ul></ul><ul><ul><li>The barriers of Middle/Bottom end consumers still remained to be addressed </li></ul></ul><ul><ul><li>As a result, brand growth rate was slower than the chocolate market growth </li></ul></ul>In 1997
  26. 26. What next??? <ul><li>The “Indianisation” of the brand </li></ul><ul><li>To increase width of consumption by entering the Indian mind-space - </li></ul><ul><li>Make CDM part of Indian customs and mores </li></ul>
  27. 27. What next??? <ul><li>CDM to be the Real Taste of Everyone's Life. </li></ul>
  28. 28. 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
  29. 29. 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
  30. 30. For Regular users The executions
  31. 31. Train TVC
  32. 32. For Infrequent Users The executions
  33. 33. Cyrus TVC
  34. 34. The result... <ul><li>Vendor TVC’s cut ice among both heavy as well as marginal user </li></ul><ul><li>The strategy helped increase brand penetration (specially in smaller towns) leading to a brand growth of around 40% </li></ul>
  35. 35. The result... <ul><li>Volumes grew by 34% post ad exposure (i.e Jul-Dec ‘00) vis-à-vis pre ad period (i.e. Jan-Jun ‘00) </li></ul><ul><li>Overall CDM volumes of 2000 grew by more than 30% over 1999 </li></ul>
  36. 36. Parallel initiatives Beefed up distribution system (grown by over 60% over past 5 years) Increased points of contact (Bringing CDM closer to the consumer)
  37. 37. The third discontinuity CDM in 2002
  38. 38. Competitive Environment <ul><li>Influx of several brands at various price points offering greater perceived value </li></ul><ul><li>While attitudes towards chocolates softened, consumers flirted with options </li></ul>
  39. 39. The Challenge <ul><li>Reinforce pre-eminence of the brand </li></ul>
  40. 40. The Execution <ul><li>Product </li></ul><ul><li>Range of new, international pack formats – a CDM for every need </li></ul>
  41. 41. CDM for every need <ul><li>For chocoholics - </li></ul><ul><li>CDM Chunky </li></ul><ul><li>For Connoisseur - </li></ul><ul><li>- Bournville </li></ul><ul><li>- Fruit & Nut </li></ul>
  42. 42. CDM for every need <ul><li>Gifting - Gift packs </li></ul><ul><li>In-home consumption </li></ul><ul><li>‘ Muh Meetha Karna’ </li></ul>
  43. 43. The Execution <ul><li>Communication </li></ul><ul><li>Reinforce relationship of brand in the consumer’s life </li></ul>
  44. 44. 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
  45. 45. Sailor and Tennis TVCs
  46. 46. The Sweet Taste of Success
  47. 47. A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment. Scott Falgo
  48. 48. Bonding Advantage Performance Relevance Presence Commitment to the brand - India CDM Intl. Choc. Brand in India Source: IMRB U&A Study
  49. 49. 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 &quot;blueprint for success&quot; for all international markets to emulate.
  50. 50. But there are newer challenges <ul><li>Strike a balance between the CDM enlistment (in non-metros) and the increasing usage in Metros </li></ul><ul><li>Drive CDM ‘Ultimate Chocolate Experience’ values across the Mega Brand Range </li></ul><ul><li>Make CDM a part of the Indian shopping basket </li></ul>
  51. 51. Our goal <ul><li>Ensure a CDM in very pocket </li></ul>
  52. 52. Lesson <ul><li>A Brand is a Brand is a Brand </li></ul>
  53. 53. As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter whether it’s Indian or not
  54. 54. Thank you Care for some chocolate?
  55. 55. The Brand Belief <ul><li>CDM is the best tasting chocolate - a moment of pure magic </li></ul><ul><li>CDM is chocolate, the others are simply makes of chocolate </li></ul>
  56. 56. Opportunity The traditional sweet market in India is worth a whopping Rs. 11,000 crore (3.5 times Australian chocolate market) .
  57. 57. Positioning Review <ul><li>Cadbury India realized that in our very positioning of &quot;parental love&quot;, growth was being hindered. </li></ul><ul><li>The lead task was to make chocolates acceptable and accessible amongst adults and erase the kiddy connotations. </li></ul>
  58. 58. SET 2 Regular users Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users SET 1 Infrequent Users The twin tasks for CDM
  59. 59. Current Tasks <ul><li>Maintain the growth trend of the brand by </li></ul><ul><ul><li>Enlisting new users </li></ul></ul><ul><ul><li>Upgrading marginal users </li></ul></ul><ul><li>Need to expand the market, especially in the lower SEC / POP Strata </li></ul><ul><li>Need to increase Per Capita Consumption among regular users </li></ul>
  60. 60. And communication needed to... <ul><li>Soften attitudes and drive width of consumption in small towns </li></ul><ul><li>Casualize chocolate consumption in an attempt to increase AWP among regular users </li></ul>
  61. 61. Current Tasks <ul><li>Maintain the growth trend of the brand by </li></ul><ul><ul><li>Enlisting new users </li></ul></ul><ul><ul><li>Upgrading marginal users </li></ul></ul><ul><li>Need to expand the market, especially in the lower SEC / POP Strata </li></ul><ul><li>Need to increase Per Capita Consumption among regular users </li></ul>
  62. 62. And communication needed to... <ul><li>Soften attitudes and drive width of consumption in small towns </li></ul><ul><li>Casualize chocolate consumption in an attempt to increase AWP among regular users </li></ul>
  63. 63. Bonding Advantage Performance Relevance Presence Brand power in India CDM Munch Kit Kat Source: IMRB U&A Study