Product & Brand Management

Cadbury's Bournville

By: Aditya Ahuja

Email: adiahuja.21@gmail.com
Background
 On October 2008, Cadbury re-launched it’s Bournville brand of dark chocolate
in India
 Re-launched – Because the brand has been in the Indian Market for 30 years.
But this brand was neglected.
 Cadbury re launched ‘Bournville’ for 2 reasons:
 Opportunity
1.Gap in the “dark chocolate” category in India
2. Increase in purchasing power
 Competition
1. Foreign competition from global brands like Mars, Ferrero Rocher etc.
2. Change in consumer preferences towards these imported brands
3. Cadbury has lost it’s hold on the premium chocolate segment to
imported brands
 Cadbury has taken a proactive defense strategy by creating new categories
 By creating the new category of dark chocolates, Cadbury aims at having the
first mover advantage and also will be able to bring in freshness to the Cadbury
umbrella brand.
Bournville over the
years!!!
Features of the Product

Dark Chocolate
Available in four – made from
variants – the Finest
Rich Cocoa Ghana Cocoa
Almond Beans
Hazelnut
Raisin &
Nuts

The brand is
retailed for Rs
75 for 80 gms.
Functions of Bournville Brand Manager
Planning of the Brand re-launch:
 Studying the way positioning of premium chocolates has been
done in other markets
 Deciding on the Brand positioning, brand identity and target group
 Monitoring the competitive landscape of Bournville as well as
the chocolate category
Communications:
 Choosing the communication channels to be used to promote
Bournville
 Deciding on the integrated communication that has to go with the
product (including the website: http://bournville.in)
 Approving the Promotions that can go along with Bournville
Functions of Bournville Brand Manager
 Market :
 Understand the consumer consumption pattern in terms of buying
behavior, moments of consumption while positioning Bournville
 Market share projections of Bournville
 Deciding on the Point of Sale where Bournville can be available
 Taking market feedback from time to time, and innovating the
category
 Bournville Communication Strategy
OnePromoted
Positioned
An attractive as it
globally
has to ‘EARN’price
as
and ‘Category
which
the
not ‘Finest
willit enable
buy Dark
referring
toChocolate’
the ’Quality’
consumers to test it
Innovator’
Bournville Communication
Bournville’s unique appeal:
“One has to first enjoy the darkness of this chocolate. Then place the
chocolate bar near the ears and break one cube and hear that crisp
sound. Then smell the chocolate for that special aroma. Then slowly eat
the chocolate enjoying it slowly…”

The television Commercial:

Used globally to promote the brand
(Maintaining the same consistent
Message across markets)
Target
Market
 s !!
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THANK YOU