Cadbury Choki

09.11.2021
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Group Members
Myra Athar
Urooj Yasin
Emad Ashraf
M. Usman Usmani
Sheikh Azam Khawar
Muhaimin Qureshi
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Overview
Cadbury introduced Choki Choco Sip in the early 2000’s. It was aimed towards the younger
generation of Pakistan which included children from the age groups of 5 years - 12 years.
However, Cadbury discontinued the production of Choki nearing the year 2013-2014.

Goals
1. Appeal to a new and expanded demographics.
2. Increase brand visibility of the revamped design.
3. Increase profit while effectively managing costs

What went wrong?

1. Cadbury Choki was targeted solely towards children thus, the sales depended on one
target audience.
2. The target audience only consisted
3. The poor product packaging led to chocolate spillage on clothes and furniture.
Considering the fact that it was targeted towards younger children, they are bound to
create a mess. This factor eventually discouraged the parents from consuming choki.
4. The poor packaging also did not allow choki to be stored for later once it was opened.
5. Cadbury only relied on animated TV commercials for the marketing of its product choki.

Our Solution
1. Expand the target audience and appeal to consumers who belong to the age groups
of 18 years - 26 years while attracting the children who belong to age groups of 6
years - 17 years.
2. Increase availability of Cadbury Choki for example it should be available not only in
super markets but in the school, college and university canteen.
3. Focus towards establishing and maintaining good public relations through
influencer marketing, press & photo release. Create revamped product awareness
and then promote it through TV Commercials.
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4. Change packaging through providing it in forms of tubes to avoid messiness and to

encourage storing it for later once it’s opened through introducing caps.
5. Create the feeling of nostalgia through using the previously existing colours which
include green, yellow and orange. However the logo of Choki will be modernised to
appeal to the Gen Z generation.
6. Introduce family packs with discounts to encourage bulk buying in order to increase
market share.

Customer Demand
The people of Pakistan have formed and are actively signing the petition to bring back
Cadbury Choki. The petition is on the website change.org and 18,297 have signed. The idea
to bring choki back is also circulating on twitter.
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