social media analysis- cadbury

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Cadbury

Jan 2010- Dec 2010

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http://www.socialhues.com/


0

50

100

150

200

250

300

350

Q1 2010 Q2 2010 Q3 2010 Q4 2010

Microblogs Blogs Social Media News

Men

tio

ns a

re i

n ‘00

•News mentions – Kraft acquisition

•Social Media and microblog mentions – Views on Cadbury ads as catchy and

innovative

•Blog mentions – „out of the world‟ experience of Cadbury chocolates

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0

5

10

15

20

25

30

35

40

45

50

Q1 2010 Q2 2010 Q3 2010 Q4 2010

Silk Bournville

Men

tio

ns a

re i

n ‘00

•Bournville – loved for rich cocoa taste and „raisin and nut‟ flavor

•Silk – smooth and chocolaty

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25%

19%

20%

14%

10%

12%

PR Strategies to recover from packaging complaints

Seriously delicious chocolate

From favorite to „most‟ favorite chocolate

Leaves you wanting for more

I wish it wasn‟t so expensive

Ideal chocolates for gifting

Most spoken about topics for Cadbury

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0%

5%

10%

15%

20%

25%

30%

35%

40%

Morning (<9) Afternoon (<2) Evening (<7) Night (<12)

Mentions

•Cadbury Silk mentions mostly during evenings

•Bournville – good gifting option for birthdays, anniversaries and Raksha

Bandhan

•Night mentions – midnight cravings for chocolate, get rid of the blues

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61%19%

20%

Silk flavors

Milk Chocolate Roast Almond Fruit & Nut

•Milk chocolate most

preferred for

unadulterated, pure and

rich chocolate taste

•Roast Almond and Fruit

n Nut for crunchy

chocolaty flavor

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13%

45%

22%

20%

Bournville flavors

Rich Cocoa Almond

Hazelnut Raisin & Nut

•Bournville- Almond and hazelnut

flavors most preferred

•Most liked for the dark cocoa health

benefits of reducing cholesterol and

blood pressure

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0%

10%

20%

30%

40%

50%

60%

Q1 2010 Q2 2010 Q3 2010 Q4 2010

Positive Negative Neutral

Overall sentiment tone for Cadbury is positive

•Cadbury Chocolates are “yummy” and “sinful”

•Negative reviews picked up in Q3 2010 because of complaints regarding insect

holes and worms in chocolates

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0 50 100 150 200 250 300 350 400 450

Delhi

Mumbai

Kolkata

Chennai

Hyderabad

Bangalore

Mentions in ‘00

•Chennai and Mumbai mentions – TV ads are creative and connects

emotionally with consumers

•Kolkata and Delhi – innovation in packaging and product presentation

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41%

29%

18%

12%

18-25 25-35 35-45 >45

Mentions

•Youngsters find Cadbury a good gifting option for Valentine‟s day, to win

over a loved one or make up after a fight

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33%

52%

15%

Men

Women

Unknown

•Men appreciate the three layered packaging

•Women indulge in Silk and Bournville to celebrate raise in salary, new

acquisition or to even get over a break up

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Tag cloud shows mention trend for Cadbury Chocolates and

the buying pattern.

Silk ringtone download “kiss me come closer”

Amitabh Bacchan roasted almonds celebrations

gifts worms and insect holes Raksha Bandhan

Diwali Kraft Foods TVC melt in the mouth

KitKat Bangalore Nestle Shubh AarambhBournville “You don‟t just buy a Bournville, You earn it” Mumbai

Lindt “Kuch Meetha Ho Jaye” Cocoa Calories

happy hormones Mars anti oxidants

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0 50 100 150 200 250 300 350 400 450

Cadbury

Mars

Nestle

Lindt

Darrell Lea

Whittakers

Mentions

Mentions are in ‘00

•Cadbury- strongest brand recall

•Lindt- variety of flavors- Black Currant, Orange, Chile in dark chocolate

segment

•Nestle- mentions peaked during „Break Ke baad‟ movie

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0123456789

10

Rich chocolate

taste

Three layer packaging

Health benefits

Great gifting option

Creative TV commercials

Scale 1-10

Positives of Cadbury

•Innovative and creative TVCs

•People feel- Chocolates reduce Blood pressure, induce happy hormones,

natural source of anti-oxidants

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0123456789

10

Presence of worms and insect holes

Slightly expensive

No response to consumer complaints

Fattening Bad for teeth

Scale 1-10

Negatives of Cadbury

•Concerns- presence of worms and insect holes

•Premium chocolate bars slightly expensive and very fattening

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0 1 2 3 4 5 6 7 8 9 10

Taste

Ingredients

Variety

Brand recall

Lindt Mars Nestle Cadbury

Scale 1-10

•Favorite ingredients in Cadbury- „roasted almond‟, „rich cocoa‟, „raisin and nut‟

•Nestle KitKat- Squirrel TVC is liked, yet equally criticized

•Lindt and Mars- popular for their gift packs

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18%

30%

22%

17%

13%

Blog mention spread

afaqs.com campaignindia.com moneylife.com

reviewcatalog.com icmlive.com

•Icmlive.com – Cadbury‟s disaster when worms were discovered

•Reviewcatalog.com – Cadbury Silk review for taste, packaging and

availability

•Afaqs.com – encourages people to consume chocolates for health benefits

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38%

29%

13%

20%

TVC Print Ads Internet Banners Radio Ads

Mentions

•Cadbury Shubh Aarambh – unique theme to initiate a venture or any new

activity on a good note

•Silk‟s “Kiss Me come closer” TVC- downloaded and most talked about

•Radio ads- catchy and interesting

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Key Mentions

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ET Mentions

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News Mentions

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Blog Mentions

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Social Media Mentions

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Microblog Mentions

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Report Overview

• Keywords tracked: “Cadbury Shubh Aarambh”,

“Cadbury Silk” and “Cadbury Bournville”

• Time period: Jan 2010 - Dec 2010

• Results overview

– Most discussions on „Kraft Foods‟ acquisition of

Cadbury‟ and Income Tax dept‟s service notice to

Kraft Foods Inc. on news sites

– Most positive reviews - rich taste, „melt in the mouth

feeling‟ and heavenly aroma

– Concerns - presence of worms and insect holes found

in few chocolates and high calorific content

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social media analysis- cadbury

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