Social Media Analysis- Cadbury
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Cadbury
Jan 2010- Dec 2010
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0
50
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Q1 2010 Q2 2010 Q3 2010 Q4 2010
Microblogs Blogs Social Media News
Men
tio
ns a
re i
n ‘00
•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
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15
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25
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35
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Q1 2010 Q2 2010 Q3 2010 Q4 2010
Silk Bournville
Men
tio
ns a
re i
n ‘00
•Bournville – loved for rich cocoa taste and „raisin and nut‟ flavor
•Silk – smooth and chocolaty
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25%
19%
20%
14%
10%
12%
PR Strategies to recover from packaging complaints
Seriously delicious chocolate
From favorite to „most‟ favorite chocolate
Leaves you wanting for more
I wish it wasn‟t so expensive
Ideal chocolates for gifting
Most spoken about topics for Cadbury
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0%
5%
10%
15%
20%
25%
30%
35%
40%
Morning (<9) Afternoon (<2) Evening (<7) Night (<12)
Mentions
•Cadbury Silk mentions mostly during evenings
•Bournville – good gifting option for birthdays, anniversaries and Raksha
Bandhan
•Night mentions – midnight cravings for chocolate, get rid of the blues
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61%19%
20%
Silk flavors
Milk Chocolate Roast Almond Fruit & Nut
•Milk chocolate most
preferred for
unadulterated, pure and
rich chocolate taste
•Roast Almond and Fruit
n Nut for crunchy
chocolaty flavor
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13%
45%
22%
20%
Bournville flavors
Rich Cocoa Almond
Hazelnut Raisin & Nut
•Bournville- Almond and hazelnut
flavors most preferred
•Most liked for the dark cocoa health
benefits of reducing cholesterol and
blood pressure
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0%
10%
20%
30%
40%
50%
60%
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 insect
holes and worms in chocolates
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0 50 100 150 200 250 300 350 400 450
Delhi
Mumbai
Kolkata
Chennai
Hyderabad
Bangalore
Mentions in ‘00
•Chennai and Mumbai mentions – TV ads are creative and connects
emotionally with consumers
•Kolkata and Delhi – innovation in packaging and product presentation
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41%
29%
18%
12%
18-25 25-35 35-45 >45
Mentions
•Youngsters find Cadbury a good gifting option for Valentine‟s day, to win
over a loved one or make up after a fight
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33%
52%
15%
Men
Women
Unknown
•Men appreciate the three layered packaging
•Women indulge in Silk and Bournville to celebrate raise in salary, new
acquisition or to even get over a break up
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Tag cloud shows mention trend for Cadbury Chocolates and
the buying pattern.
Silk ringtone download “kiss me come closer”
Amitabh Bacchan roasted almonds celebrations
gifts worms and insect holes Raksha Bandhan
Diwali Kraft Foods TVC melt in the mouth
KitKat Bangalore Nestle Shubh AarambhBournville “You don‟t just buy a Bournville, You earn it” Mumbai
Lindt “Kuch Meetha Ho Jaye” Cocoa Calories
happy hormones Mars anti oxidants
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0 50 100 150 200 250 300 350 400 450
Cadbury
Mars
Nestle
Lindt
Darrell Lea
Whittakers
Mentions
Mentions are in ‘00
•Cadbury- strongest brand recall
•Lindt- variety of flavors- Black Currant, Orange, Chile in dark chocolate
segment
•Nestle- mentions peaked during „Break Ke baad‟ movie
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0123456789
10
Rich chocolate
taste
Three layer packaging
Health benefits
Great gifting option
Creative TV commercials
Scale 1-10
Positives of Cadbury
•Innovative and creative TVCs
•People feel- Chocolates reduce Blood pressure, induce happy hormones,
natural source of anti-oxidants
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0123456789
10
Presence of worms and insect holes
Slightly expensive
No response to consumer complaints
Fattening Bad for teeth
Scale 1-10
Negatives of Cadbury
•Concerns- presence of worms and insect holes
•Premium chocolate bars slightly expensive and very fattening
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0 1 2 3 4 5 6 7 8 9 10
Taste
Ingredients
Variety
Brand recall
Lindt Mars Nestle Cadbury
Scale 1-10
•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
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18%
30%
22%
17%
13%
Blog mention spread
afaqs.com campaignindia.com moneylife.com
reviewcatalog.com icmlive.com
•Icmlive.com – Cadbury‟s disaster when worms were discovered
•Reviewcatalog.com – Cadbury Silk review for taste, packaging and
availability
•Afaqs.com – encourages people to consume chocolates for health benefits
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38%
29%
13%
20%
TVC Print Ads Internet Banners Radio Ads
Mentions
•Cadbury Shubh Aarambh – unique theme to initiate a venture or any new
activity on a good note
•Silk‟s “Kiss Me come closer” TVC- downloaded and most talked about
•Radio ads- catchy and interesting
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Key Mentions
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ET Mentions
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News Mentions
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Blog Mentions
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Blog Mentions
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Blog Mentions
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Social Media Mentions
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Social Media Mentions
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Social Media Mentions
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Social Media Mentions
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Social Media Mentions
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Microblog Mentions
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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