INDUSTRY & COMPETITIVE ANALYSIS

CADBURY INDIA (Part – II b)

Presented By

Mohd. Yasser Arafat (55)Division-A

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

What next???

CDM to be the Real Taste of

Everyone's Life.

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

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

The result...

The strategy helped increase brand penetration (specially in smaller towns)

leading to a brand growth of around 40%

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

Parallel initiatives

Beefed up distribution system (grown by over 60% over past 5 years)

Increased points of contact

(Bringing CDM closer to the consumer)

The third discontinuity

CDM in 2002

Competitive Environment

• Influx of several brands at various price points offering greater perceived value

• While attitudes towards chocolates softened, consumers flirted with options.– This led other players to come in the foray.– Sales of Nestle picked up too.

The Challenge

• Reinforce pre-eminence of the brand.

The Execution

Range of new, international pack formats – a CDM for every need

CDM for every need

• For chocoholics -

CDM Chunky

• For Connoisseur -

- Bournville

- Fruit & Nut

CDM for every need

• Gifting - Gift packs

• In-home consumption

• ‘Muh Meetha Karna’

The Execution

Communication

Reinforce relationship of brand in the consumer’s life

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

0

50

100

150

200

250

300

350

400

450

93 95 97 99

Index sales

The Sweet Taste of Success

A brand that captures your mind gains behaviour.

A brand that captures your heart gains commitment

Scott Falgo

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.

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

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

The Goal of CDM

Ensure a CDM in very pocket

Lesson

A Brand is a Brand is a Brand

As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter

whether it’s Indian or not

Care for some Dairy Milk