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The Sweetest Story Ever Told or Heard
The Sweetest Story Ever Told or Heard
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 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
The Expression
CDM positioned as The perfect expression of parental love Sometimes a Cadbury can say it better than words
1980 TVC
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
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.
Brand Positioning
CDM is the perfect expression of spontaneous, happy, joyous feelings.
Eating CDM provides the Real Taste of Life experience.
RTOL TVC
Vol. Gr.
95 v/s 94 43 52
Category
Moulded segment Brand
31
54
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 -
What next???
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)
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
The Execution
Product
Range of new, international pack formats a CDM for every need
CDM Chunky
In-home consumption
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
Consumer Speak
A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment.
Scott Falgo
Presence
Source: IMRB U&A Study
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?