Mapping product to consumer needs

Milk is Natural
Do you believe thaat and
“Health is I
Best but
Wealth” don’twould
Oh ! That like the
taste..
be cool, Yuck..
it makes
I Hate MOM.
me healthy and
Yes. I Do ! happy.
my MOM
Which product do
Butyou think is good
you know
for health ? there are not
many tasty
products that are
How about Cadbury’s coming up
healthy
with Flavored Milk?
 Market Analysis – Flavoured Milk

250 Crores per annum

60% - Amul (Kool)

Other strong regional players include Saras (Rajasthan), Verka (Punjab) Nandini (Karnataka)

Regional, Poor Brand > 30%

Trends in Buyer Behavior Strength of Cadbury

• Increased spending on Milk and Its products. • Cadbury’s association with youth.
• Health Conscious. • Leverage on Brand Name of Cadbury.
• More young and Affluent people.
 What Should Cadbury DO..?

• Launch a Chocolate Flavoured Milk.

• Target higher and middle class income group.
• Price it at the cost of Amul Kool.
• POD – Position as Health and Nutrition Label.
• 10 % Market Share would boost top line by Rs. 25 Crores.
 Kapferer Brand Identity Prism for ZIP- SIP

Fun, imaginative and Confidence,

Colourful. Healthy and
Fresh
Physique Personality

Provocative, Extravagant,
critical.
Ego and Relationship Culture Cultural values as
Mood booster
idleness, youth.

Reflection Self Image

I am Confident,
Trendy, Premium brand,
Cool and Comfortable
Fashion