cadbary brand

8/7/2019 cadbary brand

1/6


2/6

Dinesh G. MhatreEMB III, Roll No.6Cadbury Dairy MilkCadbury Dairy Milk has been the market leader in thechocolate category for years. And hasparticipated and beena part of every Indian's moments of happiness, joy andcelebration. Today,Cadbury Dairy Milk alone holds 30% valueshare of the Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids',usually a reward or a bribe for children. In the Mid 90's thecategory was re-defined by the very popular `Real Taste ofLife' campaign, shiftingthe focus from `just for kids' to the`kid in all of us'. It appealed to the child in every adult.AndCadbury Dairy Milk became the perfect expression of'spontaneity' and 'shared good feelingshe 'Real Taste of Life' campaign had many memorableexecutions, which people still fondly remember.However, theone with the "girl dancing on the cricket field" has remained

etched in everyone'smemory, as the most spontaneous &un-inhibited expression of happiness.In the late 90's, to further expand the category, the focusshifted towards widening chocolateconsumption amongstthe masses, through the 'Khanewalon Ko Khane Ka BahanaChahiye' campaign.This campaign built social acceptance for


3/6

chocolate consumption amongst adults, byshowcasingcollective and shared moments.More recently, the 'Kuch Meetha Ho Jaaye' campaignassociated Cadbury Dairy Milk with celebratoryoccasions and

the phrase "Pappu Pass Ho Gaya" became part of streetlanguage. It has been adoptedby consumers and today isused extensively to express joy in a moment of achievement/ success.Chocolate lovers for a quarter of a century have indulgedtheir taste buds with a Cadbury 5 Star. Aleading knight in theCadbury portfolio and the second largest after Cadbury DairyMilk with a marketshare of 14%, Cadbury 5 Star moves fromstrength to strength every year by increasing its user base.Launched in 1969 as a bar of chocolate that was hard

outside with soft caramel nougat inside,Cadbury 5 Star hasre-invented itself over the years to keep satisfying theconsumers taste for a highquality & different chocolateeating experience.One of the key properties that Cadbury 5 Star wasassociated with was its classic Gold colour. Andthrough thepassage of time, this was one property that both, the brandand the consumer stuck to asa valuable association.Cadbury 5 Star was always unique because of its format and

any communication highlighting thisuniqueness, went downwell with the audiences. From 'deliciously rich, you'd hate toshare it' in the70's, to the 'lingering taste of togetherness' &'Soft and Chewy 5 Star' in the late 80's, thecommunicationalways paid homage to the product format.More recently, to give consumers another reason to comeinto the Cadbury 5 Star fold, Cadbury 5 StarCrunchy waslaunched. The same delicious Cadbury 5 Star was nowavailable with a dash of rice crispies.Cadbury 5 Star & Cadbury 5 Star Crunchy now aim tocontinue the upward trend. This different anddelightfully tasty chocolate is well poised to rule the marketas an extremely successful brand.A pretty teenager; a long line, and hunger! Rings a bell? Thatwas how Cadbury launched its newoffering; Cadbury Perk in 1996. With its light chocolate and


4/6

wafer construct, Cadbury Perk targetedthe casual snacking space that was dominated primarily bychips & wafers. With a catchy jingle andtongue in cheek advertising, this 'anytime, anywhere' snack

zoomed right into the hearts ofteenagers.Raageshwari started the trend of advertising that featuredmischievous, bubbly teenagers getting outof their 'stuck andhungry' situations by having a Cadbury Perk. Cadbury Perkbecame the new minisnack in town and its proposition"Thodi si pet pooja" went on to define its role in thecategory.As the years progressed, so did the messaging, whichchanged with changes in the consumers' way oflife. To

compliment Cadbury Perk's values, the bubbly and vivaciousPreity Zinta became the new faceof Perk with the 'hungerstrike' commercial in the mid 90's.I n the new millennium, Cadbury Perk moved beyond justowning 'hunger' to a "Kabhi bhi kaise bhi"position, because the urge for Cadbury Perk could strikeanytime and anywhere.With the rise of more value-for-money brands in the waferchocolate segment, Cadbury Perk unveiled

two new offerings - Perk XL and XXL.The temptation to have more of Cadbury Perk was madeeven greater with the launch of Cadbury PerkMinis in 2003 for just Rs. 2/-In 2004, with an added dose of 'Real Cadbury Dairy Milk' andan 'improved wafer', Perk became evenmore irresistible. Theproduct was supported in the market with a new look and anew campaign. Theadvertisement spoke of the irresistibleaspect of the brand, with 'Baaki sab Bhoola de' becomingthenew mantra for Cadbury PerKCadbury Celebrations was aimed at replacing traditionalgifting options like Mithai and dry- fruitsduring festive seasons.Cadbury Celebrations is available in several assortments: Anassortment of chocolates like 5 Star,Perk, Gems, Dairy Milkand Nutties and rich dry fruits enrobed in Cadbury dairy milk


5/6

chocolate in 5variants, Almond magic, raisin magic, cashewmagic, nut butterscotch and caramels.The super premium Celebrations Rich Dry Fruit Collectionwhich is a festive offering is an exotic range

of chocolate covered dry fruits and nuts in various flavoursand the premium dark chocolate rangewhich is exotic dark chocolate in luscious flavoursCadbury Celebrations has become a popular brand onoccasions such as Diwali, Rakhi, Dussera puja.It is also amajor success as a corporate gifting brand. Thecommunication is based on the emotionalroute and the tagline says "rishte pakne do" which fits with the brand purposeof strengthening yourrelationships with something sweet.Ever see people hide away their chocolate since they dont

want to share it! If you have, then its likelyto be a bar of Cadbury Temptations! Cadbury Temptations isa range of delicious premium chocolatein five flavours.Research revealed a niche segment of chocoholics - thoseexposed to international chocolates andthose who love avariety of chocolates but possibly find the price ofinternational chocolates too high.Cadbury Temptations is arange targeted at this segment of discerning chocolate

lovers.The Cadbury Temptations range is available in 5 deliciousflavour variants - Roast Almond Coffee,Honey Apricot, MintCrunch, Black Forest and Old Jamaica. With its internationalquality chocolateTemptations soon became a popular brandfor "chocoholics".The advertising positioned Cadbury Temptations as achocolate range so delicious that it was "too good to shareIn India, Cadbury Dairy Milk Eclairs has been the mostpreferred brand in the Eclairs category foryears and has always been a favourite with consumers.Eclairs advertising over the years has talked about themesmerizing taste of Eclairs because of theCadbury DairyMilk chocolate it contains at its center. The 'Kar De Dil PeJadoo' campaign illustratedthis in a youthful college context.The Eclairs Crunch variant has also had an encouraging


6/6

responsefrom both teens and pre-teens. Currently, thechewy and the crunchy variants are both enjoyed bytheEclair consume.

cadbary brand

Documents