INDUSTRY & COMPETITIVE ANALYSIS CADBURY INDIA (Part – II b) Presented By Mohd. Yasser Arafat (55)...
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Transcript of INDUSTRY & COMPETITIVE ANALYSIS CADBURY INDIA (Part – II b) Presented By Mohd. Yasser Arafat (55)...
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