The sweetest story ever told« or heard

What makes a successful brand?
‡ Carves out a distinct role in the consumer¶s life ‡ Constantly delights the consumer year after year ‡ Consistent value proposition ‡ Local expressions of universal needs Elicit a µWOW¶ at any given time

Cadbury Dairy Milk The Real Taste of Success

What does CDM stand for world-wide?

best tasting chocolate.Brand Promise Cadbury Dairy Milk is the most delicious. CDM is Chocolate . A moment of pure magic.

from shared values such as family togetherness (fun. It stands for goodness. .Brand Character Cadbury Dairy Milk encapsulates an enormous breath of emotions. reliable). wholesome. to the personal values of individual enjoyment.

The Indian Chapter .

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 .

CDM in the 80¶s ‡ Brand was considered as a surrogate of parental affection for their children ‡ The chocolate goodness (appetite appeal) was being harnessed .

The Expression CDM positioned as µThe perfect expression of parental love¶ µSometimes a Cadbury can say it better than words¶ .

Category audits in early 1990¶s ‡ Chocolate are meant for kids only ‡ Seen as an indulgence product ‡ Negative associations ± Too much was bad ± Bad for health .

consumption also got restricted within the same segment resulting in brand stagnation .Key Issue With communication consciously addressing kids.

Marketing Challenge To expand the consumer base by making CDM aspirational and desirable to the adult segment .

The Unshackling of CDM in 1994 .

real. . Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings. give consumers a taste of life the Cadbury Dairy Milk way .Communication Task To increase category relevance. fun and free.

what if these µmoments¶ were brought back to life even for adults? . carefree. So. special.What was the consumer saying?? Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous. real moments.

The atmosphere at that time« The new resurgent India. The era of globalization had sowed the seeds of µI wanna break free¶ syndrome Avenues for freedom for expression were more than welcome .

. The Communication The Real Taste of Life.The BIG idea Cadbury Dairy MilkThe chocolate for the kid in all of us.

. Eating CDM provides the µReal Taste of Life¶ experience. happy.Brand Positioning CDM is the perfect expression of spontaneous. joyous feelings.

Legitimising of CDM in 1998 .

smart ± Threat from imported premium moulded brands like Lindt. Van Houten . future. Ritter. exciting.In 1997 ‡ Hurdles at a competitive level ± Launch of Kit Kat which was considered as young. trendy.

In 1997 ‡ Hurdles at the communication level ± ³Real 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 ³Indianisation´ of the brand To increase width of consumption by entering the Indian mind-space Make CDM part of Indian customs and mores .

What next??? CDM to be the Real Taste of Everyone's Life. .

The twin platforms For Regular users Position CDM as the gold standard in taste amongst chocolates Creative Idea I will do anything to eat my CDM .

For Infrequent users Position CDM as the chocolate meant for everyone Chocolate = CDM Creative Idea You don¶t need any special reason to eat CDM .

The executions For Regular users .

The executions For Infrequent Users .

.The result. Vendor TVC¶s 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% ..

Jan-Jun µ00) Overall CDM volumes of 2000 grew by more than 30% over 1999 .The result. Volumes grew by 34% post ad exposure (i...e.e Jul-Dec µ00) vis-à-vis pre ad period (i.

Parallel initiatives Beefed up distribution system (grown by over 60% over past 5 years) Increased points of contact (Bringing CDM closer to the consumer) .

The third discontinuity CDM in 2002 .

consumers flirted with options .Competitive Environment ‡ Influx of several brands at various price points offering greater perceived value ‡ While attitudes towards chocolates softened.

The Challenge Reinforce pre-eminence of the brand .

The Execution Product Range of new. international pack formats ± a CDM for every need .

Bournville .CDM for every need ‡ For chocoholics - CDM Chunky ‡ For Connoisseur .Fruit & Nut .

CDM for every need ‡ Gifting .Gift packs ‡ In-home consumption ‡ µMuh Meetha Karna¶ .

The Execution Communication Reinforce relationship of brand in the consumer¶s life .

sad Consumer Speak CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion .CDM in 2002 The Brand Platform CDM uplifts my spirits like a true friend I need a friend who sees Insight me through all my emotions I eat CDM when I am happy.

Th Sw 450 400 350 300 250 200 150 100 50 0 93 95 tT t of Succ I l 97 99 .

. A brand that captures your heart gains commitment.A brand that captures your mind gains behaviour.

India is the second largest market for CDM in the world The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.CDM India ± a global benchmark Today. .

But there are newer challenges Strike a balance between the CDM enlistment (in non-metros) and the increasing usage in Metros Drive CDM µUltimate Chocolate Experience¶ values across the Mega Brand Range Make CDM a part of the Indian shopping basket .

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 doesn¶t matter whether it¶s Indian or not .

Thank you Care for some chocolate? .

the others are simply makes of chocolate .The Brand Belief ‡ CDM is the best tasting chocolate .a moment of pure magic ‡ CDM is chocolate.

Opportunity The traditional sweet market in India is worth a whopping Rs. .5 times Australian chocolate market).000 crore (3. 11.

growth was being hindered.Positioning Review Cadbury India realized that in our very positioning of "parental love". . The lead task was to make chocolates acceptable and accessible amongst adults and erase the kiddy connotations.

The twin tasks for CDM SET 1 Infrequent Users SET 2 Regular users Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users .

Current Tasks ‡ Maintain the growth trend of the brand by ± Enlisting new users ± Upgrading marginal users ‡ Need to expand the market. especially in the lower SEC / POP Strata ‡ Need to increase Per Capita Consumption among regular users .

And communication needed to... Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase AWP among regular users .

Current Tasks ‡ Maintain the growth trend of the brand by ± Enlisting new users ± Upgrading marginal users ‡ Need to expand the market. especially in the lower SEC / POP Strata ‡ Need to increase Per Capita Consumption among regular users .

And communication needed to... Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase AWP among regular users .

Brand power in India CDM Bonding Advantage Performance Relevance Presence Source: IMRB U&A Study Munch 2% 45% 65% 75% 89% Kit Kat 8% 64% 77% 84% 99% 68% 84% 85% 89% 100% .

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