Case Study Repositioning of brand Cadbury

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Repositioning of brand Cadbury
INTRODUCTION:

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its competitive advantage. It is strongly related to the perception and image of the product. as competing products enter the market.Brand positioning is the aspect of the brand actively communicated to the target audience. Desire of Cadbury to expand their target market from kids to younger generation. maturity. Why is Repositioning necessary? When products reach maturity they are well known. To study consumer awareness and perception about the brand repositioning strategies of India. growth. values and imagery. OBJECTIVE: • • • • To review the brand repositioning strategies of different subbrands of Cadbury in India. There are five stages to the product life cycle: introduction. This will differentiate a company’s product from its competitors. When devising a positioning strategy for a product. Repositioning can create new appeal for existing consumers or attract new consumers. However. To understand the ability of Cadbury to motivate consumers to buy their products. 2 . specifically. saturation and decline. marketers must establish a unique and distinctive image of that product in the mind of the consumer. The Product Life Cycle concept The product life cycle model helps marketers identify the different stages that the sales and profits of a product go through during the course of its lifetime. mature products can begin to look old and tired. Action must then be taken to refresh the product’s image.

Gums Products of Cadbury under these categories are as follow: CHOCOLATES: • Cadbury Dairy Milk • 5 Star • Perk • Celebrations • Temptations • Éclairs • Gems SNACKS: Bytes BEVERAGES: Bournvita CANDY: Halls GUMS: Bubbaloo 3 .PHILOSOPHY: If a brand does not reposition at the right time. METHODOLOGY USED: The relevant data is collected from secondary sources i. Snacks 3. CONTENT: Cadbury brands are divided into five categories: 1. it may not get a second chance. Beverages 4. For detailed analysis Cadbury India’s portal was studied extensively.e. Candy 5. Chocolates 2. Internet. Also other source of information about Cadbury was referred from internet.

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This helped the brand become more attractive. a product offering that featured Disney characters embossed in white chocolate on the traditional Dairy Milk bar. interesting and desirable during those special moments when the sweet tooth breaks out into a craving for satisfaction. In 2004. Cadbury Dairy Milk took on the task of universalizing consumption from the smallest town in India to the largest metro. and CDM Poppers (with popping candy).Dairy Milk In 1998. This was supported by launching novel offerings – CDM 2-in-1 (brown and white chocolate in one bar). this endeavor gained momentum with the advent of the ‘Kuch meetha ho jaye’ platform. CDM today. In July 2006. has variety of differentiated offerings under its umbrella for children as well. Cadbury launched CDM Wowie. 5 .

This different and delightfully tasty chocolate is well poised to rule the market as an extremely successful brand. Cadbury 5 Star was always unique because of its format and any communication highlighting this uniqueness. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. Cadbury 5 Star & Cadbury 5 Star Crunchy now aims to continue the upward trend. went down well with the audiences. One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. Cadbury 5 Star moves from strength to strength every year by increasing its user base.5 Star Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%. to give consumers another reason to come into the Cadbury 5 Star fold. to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's. And through the passage of time. More recently. the brand and the consumer stuck to as a valuable association. 6 . you'd hate to share it' in the 70's. this was one property that both. Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. Cadbury 5 Star Crunchy was launched. From 'deliciously rich. the communication always paid homage to the product format. The same delicious Cadbury 5 Star was now available with a dash of rice crispies.

because the urge for Cadbury Perk could strike anytime and anywhere. anywhere' snack zoomed right into the hearts of teenagers. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. Cadbury Perk unveiled two new offerings . a long line. With the rise of more value-for-money brands in the wafer chocolate segment. bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. so did the messaging. Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi" position. The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury Perk Minis in 2003 for just Rs. The advertisement spoke of the irresistible aspect of the brand.Perk XL and XXL. with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'. 7 . The product was supported in the market with a new look and a new campaign. With a catchy jingle and tongue in cheek advertising. As the years progressed. and hunger! Rings a bell? That was how Cadbury launched its new offering. 2/In 2004. with 'Baaki sab Bhoola de' becoming the new mantra for Cadbury Perk.Perk A pretty teenager. Cadbury Perk in 1996. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. the bubbly and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's. In the new millennium. To compliment Cadbury Perk's values. Perk became even more irresistible. With its light chocolate and wafer construct. Raageshwari started the trend of advertising that featured mischievous. this 'anytime. which changed with changes in the consumers' way of life.

8 .Celebrations Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry. Perk. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants. Almond magic. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star. nut butterscotch and caramels. The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours. and Dussera puja. Cadbury Celebrations has become a popular brand on occasions such as Diwali. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet. raisin magic. It is also a major success as a corporate gifting brand.fruits during festive seasons. Rakhi. cashew magic. Gems.

Temptations Ever see people hide away their chocolate since they don’t want to share it! If you have. The Cadbury Temptations range is available in 5 delicious flavour variants . 9 .Roast Almond Coffee. then it’s likely to be a bar of Cadbury Temptations! Cadbury Temptations is a range of delicious premium chocolate in five flavours. The advertising positioned Cadbury Temptations as a chocolate range so delicious that it was "too good to share".those exposed to international chocolates and those who love a variety of chocolates but possibly find the price of international chocolates too high. Cadbury Temptations is a range targeted at this segment of discerning chocolate lovers. Research revealed a niche segment of “chocoholics” . Honey Apricot. With its international quality chocolate Temptations soon became a popular brand for "chocoholics". Black Forest and Old Jamaica. Mint Crunch.

The experience of eating a Cadbury Dairy Milk Éclair is truly unique because of its creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the center. In 2006 Cadbury Dairy Milk Éclairs launched a crunchy Éclair with a hard caramel outside and delicious Cadbury Dairy Milk chocolate inside called Cadbury Dairy Milk Éclairs Crunch.Éclairs Éclairs was first discovered by a local confectionery firm in London. The firm then became part of Cadbury in 1971 making Cadbury Éclairs the second largest brand in the company. 10 . England in the 1960s.

Little wonder that Cadbury Gems. encased in a pack that's as colorful as the product itself? Unrivalled in all these years. Early 2006 gave consumers one more reason to celebrate with Cadbury Gems. Cadbury Gems is always a willing ally for pranks and fun. In its constant attempt to contemporarise. a fruit flavoured variant with a crispy shell outside and white chocolate inside. Cadbury Gems brings happiness to the consumer's world. With this promise in mind. Cadbury Gems has always had 'Masti' as the key proposition in all its communication. but two reasons to enter the 'Masti' world of Cadbury Gems.Gems The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. the brand that came into India in 1968 is still going strong. brightly colored chocolate buttons with crispy shells. Cadbury Gems has captured every consumer's fantasy for almost 4 decades. which became an instant hit with consumers. Who can forget the unique. Cadbury Gems has continuously tried to be relevant and exciting for consumers. 11 . Now consumers had not one. The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with friends has made the brand a dear companion and a source of nostalgia for consumers. In fact. a unique stand up tube pack with a flip top was launched. the launch of Cadbury Fruity Gems.

There are three variants of Bytes available in the market .Rs 5 and Rs 10. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. at two price points. Cadbury has entered into a new category with well entrenched and established brands. It is an exciting challenge for us to take the brand forward and make it a stupendous success. Cadbury Gems has established itself as one of the leading brands in its segment. Coffee and Strawberry. as compared to most of the other snacks. 12 . Bytes Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market. in that it is sweet and not salty. With Bytes.Today. especially for a new sweet snack. With the single-minded purpose to delight every consumer and help them discover the fun. Cadbury Bytes is a one of a kind snack.Regular. exciting and adventurous side of life. Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack category. Cadbury Gems will continue to be the leading brand in Cadbury India's portfolio. They are also the gateway to the family.

It is hardly surprising then. Given its market share of 17%. children always look out for the tastiest option to make their daily dose of milk more enjoyable. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However. leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.50. The new commercials. Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers. where we take a pot-shot at other snacks. towns and villages through 3. Cadbury now offers two options to capture this appeal: Cadbury Bournvita. by saying `Har snack namkeen nahi hota'. The proposition we have arrived at is "Snacking ka meetha funda". "Goodness that grows with you" was the campaign idea that communicated this thought. During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential building block for childhood. and its latest offering.'Tommy' and 'Villain'. Bournvita The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948. Cadbury Bournvita 5 Star Magic. talk about breaking the stereotype.000 outlets in India. Cadbury Bournvita reaches across hundreds of cities. 13 . that Bournvita enjoys a major presence in the Malt Food market. The product is all about breaking a cliché and teenagers identify with breaking stereotypes.Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. with its popular chocolate taste.

keeping pace with the evolving mindsets of the new age consumers. The Halls continues to be one of the leading mint brands in India even in the changed competitive context. energy and growth. Halls advertising adopted a different take with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos & the early 2000’s saw Halls advertising on the ‘refreshment’ platform. Ad’s featuring Meenakshi Sheshadri and later.In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right. which was very successful during its time. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. Halls has had a colourful advertising history in India & was infact. Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can. Vijeta Pandit on its unique ‘vapour action’ formula with a classic Halls Jingle were aired which established the brand firmly in the market. Halls has been sold in India as part of the Pfizer & Warner Lambert networks before it came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery. Bournvita bright" campaign. one of the earliest brands to advertise on television in India. Halls Halls was first launched in India in 1968 & soon established itself as a ‘therapeutic’ candy competing in the cough lozenge market. In the new millennium. 14 . Man Ki Shakti Campaign which became an anthem for the brand. In the early '90s all brands in the category provided purely physical benefits like nourishment. Over the years Halls has been strongly positioned on the` soothes sore throat ’ benefit in the consumers mind. This resulted in the famous Tan Ki Shakti. In the 1980’s. resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'. In the 90’s.

a successful bubblegum brand from its international portfolio.Bubbaloo Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category with the launch of Bubbaloo Bubblegum. It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly. The communication focuses on the "fun filled liquid centre” of Bubbaloo and is anchored by “Bubba. the international mascot for the brand Bubbaloo. Bubbaloo is an innovative soft bubblegum with a centre filled liquid.Strawberry and Mixed Fruit. Bubaloo is currently available in two yummy flavors.the cat”. 15 .

0% share respectively. Cadbury with Dairy Milk. Éclairs and Toffees accounts for 18%. The category is largely consumed in urban areas with a 73% skew to urban markets and a 27% to rural markets.Recapitulation Confectionery Industry The confectionery industry in India is approximately divided into: • • • • • • • Chocolates Hard-boiled candies Éclairs & toffees Chewing gums Lollipops Bubble gum Mints and lozenges The total confectionery market is valued at Rupees 41 billion with a volume turnover of about 223500 tonnes per annum. Pops and Halls brands is a key player in the chocolate. and mints segments. 5 Star. Mr. Celebrations. Perk. Hard boiled candy accounts for 18%. Gums and Mints and lozenges are at par and account for 13%. Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery segment has declined by 19%. lollipops. Digestive Candies and Lollipops account for 2. Gems. éclairs. Dairy Milk Éclairs. Bytes. 16 . Éclairs Crunch.

Conclusion: Brand repositioning is more complex as it has to take into account the perception already created in the consumers mind. 17 .

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