Professional Documents
Culture Documents
1. Chocolates 2. Hard-boiled Candies 3. Eclairs & toffee 4. Lollipops 5. Bubble Gum 6. Mints & lozenges
The total confectionary market in India is valued at about Rs. 4,500 crore, out of which the chocolate sub-category is valued at about Rs. 2,000 crore. In the sub-category of chocolates about 71 per cent market belongs to Cadbury; CDM has about 35 per cent share of the Indian chocolate market. Cadbury 5-Star has about 14 per cent; while Perk and Gems have seven per cent each. Cadbury Celebrations has 5 per cent, and Cadbury Bournville has about 1 per cent market share. Nestl with its brands, Munch, KitKat, Bar One and Milkybar, has about 25 per cent. The rest includes players such as Amul and others.(as of Aug 2010) Though CDM is the generic name for the chocolates in India, it doesnt reflect in the substantial market share. The poor brand recognition, in the chocolate category, is ruing the market share of CDM. Shockingly, still about 80-90% of the consumers ask for chocolate or candies at the retailers shop without mentioning any brand name. And they accept any brand given by retailer without any hesitation; rather they dont recognize the brand. Secondly almost 80% purchases in the confectionary category are impulse purchase. These are the two reasons why Cadbury & other players are spending a lot on the brand campaigns. The key to success, in terms of market share, lies in the branding & distribution. Till you are not known to the consumer, you should try to be the chocolate handed over by the retailer to the unaware consumer. One cant totally avoid the impulse purchase but one can reduce it. Cadbury is successfully doing it by providing consumers with the ample reasons to buy its products. Be it Pehli tarikh or Diwali. In the chocolate business it is very difficult to differentiate your product. Firstly because of very less tangible benefits attached with the chocolate. And secondly it is low involvement product leaving very less place to play on intangible benefits
CDM has identified the wants of Indian consumer. It started by encouraging people to celebrate the small joys of life with CDM. And now it is encouraging people to anticipate the occurrence of something good after consuming the CDM. Right from the celebration of pay day to the festival celebration CDM has captured every moment of joy in the life of Indian consumer. An insight from analyzing the ads are as follows : CDM is targeting the start of good things and Nestles Kitkat is targeting the break in the good things and again CDM is there to celebrate the end of good things with you. Cadbury Dairy Milk has launched its new ad campaign under the broad umbrella of 'Kuch Meetha Ho Jaye'. The umbrella, initiated six years ago, has rolled out several sub-campaigns over the years - each with a separate message. What started off as a message that encouraged people to celebrate the small joys of life ('Dil Ko Jab Khushi Chhoo Jaye, Kuch Meetha Ho Jaye') and moved on to the celebrating overt occasions ('Pappu Pass Ho Gaya') has, for the past four years, been about occasion-led celebration. The latest campaign, Shubh Aarambh, is a tad different.
In the TVC, the conventional practice of eating something sweet prior to executing a good deed has been merged into the modern context - with a contemporary twist. The commercial opens with a scene at a local bus stop, where a teenage girl is devouring a Cadbury Dairy Milk while waiting for the bus. A humble looking, equally young boy asks her for a bite. When she refuses, attributing her behaviour to the fact that he is a mere stranger, he goes on to explain how his mother advocates sweet consumption before doing something noble. Drawn into this explanation, the girl obliges and hands him a piece of her chocolate. Curiosity gets the better of her and she asks him what the good deed is, to which he replies that he is about to drop her home. The scene closes on two blushing teenagers. Though this TVC seems extremely youth centric, the rest of the campaign adequately covers other interesting occasions, not necessarily involving such young individuals. The TVC is a good start to the campaign and a chocolate brand should try any harder than this. For the past six years, Cadbury has managed to execute its strategy perfectly and has gradually included a plethora of occasions for the consumption of its product. The brand's task of promoting chocolate as something sweet that's eaten while celebrating has been established already and the current shift from its previous campaign - Pehli Tareekh - to this one is great. The simplicity of the ad, the direction and the casting, particularly the 'ordinary', non-glossy look of the teenagers in the film is desirable.