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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