Importance of various attributes in

chocolate
Source: lifeatunitedworld.wordpress.com
Taste
Quality
Price
Flavor
Packaging
Add-on
Brand image

Product personality
(overview)


Parent company: Cadbury India Ltd (CIL)
First Launch : 1969
People Targeted :Universal
Second in lead for Cadbury Flagship.
USP : Taste ; Bar of chocolate that is hard outside with soft caramel nougat inside
Other Products variants
Crunchy
Fruit and nut
Chomp (latest addition)
Market Analysis
Price
Ranges from Rs 5 to Rs 30 ( Rs 10, Rs 12, Rs 23)
Targeted markets
A Small Kirana Shops, Big Kirana Shops, General Stores, Super Markets Etc.
Demographics
Age: from 5 yrs. to 80 yrs.
Income:low to high.
Occupation: Any sector (not necessary)
Education:lower to higher.
Religion:for every religion
Behavioral
Occasions and Merry time
Psychographic
Promise to remove seriousness
Promotion
Advertisement on TV.

Internet.

Newspapers, Magazines.

Hoarding

Promotion Through Brand Ambassadors.


Visually
appeling
RESULT
A hit! A striking AD
Boosted their re launch in
2006, followed by the
revamp in 2012