The sweetest story ever told or heard

What makes a successful brand?

Carves out a distinct role in the consumers life Constantly delights the consumer year after year Consistent value proposition Local expressions of universal needs Elicit a WOW at any given time

Cadbury Dairy Milk The Real Taste of Success

What does CDM stand for world-wide?

Brand Promise
Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic. CDM is Chocolate

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.

The Indian Chapter

The Challenge
Get people accustomed to chocolatesprimarily seen as a western taste Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself

CDM in the 80s

Brand was considered as a surrogate of parental affection for their children The chocolate goodness (appetite appeal) was being harnessed

The Expression
CDM positioned as The perfect expression of parental love Sometimes a Cadbury can say it better than words

1980 TVC

Category audits in early 1990s

Chocolate are meant for kids only Seen as an indulgence product Negative associations
Too much was bad Bad for health

Key Issue
With communication consciously addressing kids, consumption also got restricted within the same segment resulting in brand stagnation

Marketing Challenge
To expand the consumer base by making CDM aspirational and desirable to the adult segment

The Unshackling of CDM in 1994

Communication Task
To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk way - real, fun and free. Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.

What was the consumer saying??

Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree, special, real moments. So, what if these moments were brought back to life even for adults?

The atmosphere at that time

The new resurgent India. The era of globalization had sowed the seeds of I wanna break free syndrome Avenues for freedom for expression were more than welcome

The BIG idea

Cadbury Dairy MilkThe chocolate for the kid in all of us. The Communication The Real Taste of Life.

Brand Positioning
CDM is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the Real Taste of Life experience.

RTOL TVC

And the result

Vol. Gr. Parameters Category Moulded segment Brand 94 v/s 93 12 22 31 Vol. Gr. 95 v/s 94 43 52 54

Legitimising of CDM in 1998

In 1997
Hurdles at a competitive level Launch of Kit Kat which was considered as young, trendy, future, exciting, smart Threat from imported premium moulded brands like Lindt, Ritter, Van Houten

In 1997
Hurdles at the communication level Real Taste of Life Campaign cut ice with the metro audience, The barriers of Middle/Bottom end consumers still remained to be addressed As a result, brand growth rate was slower than the chocolate market growth

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.

The twin platforms

For Regular users Position CDM as the gold standard in taste amongst chocolates Creative Idea I will do anything to eat my CDM

For Infrequent users Position CDM as the chocolate meant for everyone Chocolate = CDM Creative Idea You dont need any special reason to eat CDM

The executions
For Regular users

Train TVC

The executions
For Infrequent Users

Cyrus TVC

The result...
Vendor TVCs cut ice among both heavy as well as marginal user 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--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

The Challenge

Reinforce pre-eminence of the brand

The Execution
Product 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 consumers life

CDM in 2002
The Brand Platform
CDM uplifts my spirits like a true friend

I need a friend who sees Insight

me through all my emotions
I eat CDM when I am happy, sad

Consumer Speak

CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion

Sailor and Tennis TVCs

The Sweet Taste of Success

450 400 350 300 250 200 150 100 50 0 93 95 97 99 Index sales

A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment.
Scott Falgo

Commitment to the brand - India

CDM
Bonding Advantage Performance Relevance Presence
Source: IMRB U&A Study

Intl. Choc. Brand in India

8% 64% 77% 84% 99%

68% 84% 85% 89% 100%

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.

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

Our goal
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 doesnt matter whether its Indian or not

Thank you
Care for some chocolate?

The Brand Belief

CDM is the best tasting chocolate - a moment of pure magic CDM is chocolate, the others are simply makes of chocolate

Opportunity
The traditional sweet market in India is worth a whopping Rs. 11,000 crore
(3.5 times Australian chocolate market).

Positioning Review
Cadbury India realized that in our very positioning of "parental love", growth was being hindered. The lead task was to make chocolates acceptable and accessible amongst adults and erase the kiddy connotations.

The twin tasks for CDM

SET 1
Infrequent Users

SET 2
Regular users

Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users

Current Tasks
Maintain the growth trend of the brand by
Enlisting new users Upgrading marginal users

Need to expand the market, especially in the lower SEC / POP Strata Need to increase Per Capita Consumption among regular users

And communication needed to...

Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase AWP among regular users

Current Tasks
Maintain the growth trend of the brand by
Enlisting new users Upgrading marginal users

Need to expand the market, especially in the lower SEC / POP Strata Need to increase Per Capita Consumption among regular users

And communication needed to...

Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase AWP among regular users

Brand power in India

CDM
Bonding Advantage Performance Relevance Presence
Source: IMRB U&A Study

Munch
2% 45% 65% 75% 89%

Kit Kat
8% 64% 77% 84% 99%

68% 84% 85% 89% 100%