CADBURY’S

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The real taste of life in Palampur, in true Cadbury ishtyle. That’s what the offerings comprise...

So what do women love more than jewellery? You guessed it right, chocolates, and when you talk of those sinful dark slabs, it’s only the blissfully ignorant who’d not automatically conjure up the Cadbury brand name. From sweetening childhood memories to festive celebrations to sending marriage invites, Dairy Milk, 5 Star, Perk and others have been helping people celebrate just about any occasion with kuch meetha ho jaaye. While initially the brand positioned itself on the lines of ‘a gift for someone you love’ in the Indian market – the last few years have seen a virtual change in positioning, with an impressive deck of ads, which had dollops of emotional connect. In a bid to tap the traditional sweetmeat market, the brand positioned itself as an alternative to Indian sweetmeats, and is reaping good rewards today. The effect of appointing the Big B as brand ambassador, starting January 2004, provided much required thrust and momentum to the product through FY 2006–07 as well. The case of infestation due to unhygienic storage conditions was erased from most memories and forgiven by many. Roping in the ‘perky’ Preity Zinta for portraying Perk as a common pastime also paid off! Thus, the jump from 57th to 53rd doesn’t surprise many. But despite another reason to rejoice, Cadbury cannot afford to sit easy on past laurels. The market is swarming with competition: Nestle’s Kit Kat, Munch, plus recent entry of global chocolate biggie - Hershey ...

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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State Bank Of India

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The brand has miraculously catapulted itself from rank 50 (last year) to rank amidst the cream of Indian brands!

You ought to believe it; 90 million Indians can’t be wrong. With a gargantuan customer base and an all encompassing reach, State Bank of India springboards to the top 20, securing a place at the 18th position in the top 100. And what’s important is that the brand has now got a man at its helm, who is on a mission. O. P. Bhatt, the current Chairman of SBI means business and has thrown himself into giving SBI a complete makeover to unlock its brand equity. While former Chairman, A. K. Purwar focused more on overseas acquisitions, Bhatt has got back the focus on Indian market, with the ‘Pure Banking. Nothing Else’ tagline. Termed as the big daddy of all Indian banks, SBI has managed to break the taboo that public sector enterprises do not make good brands. SBI boasts of a staggering reach with 9,000 branches, along with the largest network of ATMs all across India. Recently the bank celebrated its bi-centenary. Its sheer size not only helps it to withstand the troughs and crests of business cycles, but also helps the bank in quenching the ever growing appetite of Indian consumers.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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