CADBURY vs NESTLE

EXISTING PRODUCT and BRAND PORTFOLIO

CADBURY
Product Portfolio of CadburyCadburys product portfolio consists of Chocolates, Beverages, Candy and Gums and Biscuits. Its biggest market share is in Chocolates and Beverages apart from this it has now started making its presence felt in the Biscuits category with the success of Oreo.

Brand Portfolio of Cadbury

Cadbury has a huge portfolio of brands which constitute of: Dairy Milk Includes all the chocolates like Crackle, Fruit N Nut, Wowie, 2in1, Roasted Almonds. clairs - for its chocolate candy. Halls, Bubbaloo- The cough drop candy and chewing gum. 5 star, Perk- It includes the chocolate bars . Bournvita The cocoa based powder used for drinking with milk.

NESTLE
Product Portfolio of Nestle
Nestles product portfoilio encapsulates Milk Products & Nutrition, Beverages, Prepared Dishes and Cooking Aids, Chocolates & Confectionery. It has a broad based presence in the foods sector with leading market share in instant coffee, infant foods, milk products and noodles. It has also strengthened its presence in chocolates, confectioneries and other semi processed food products during the last few years.

Brand Portfolio of Nestle

Nestle has a vast brand portfolio. It has the following brands

Nestle for its Milk products & nutrition segment products Nescafe & Nestea - for the beverages Maggi - for the prepared dishes and cooking aids Nestle Bar One, Nestle Kit Kat, Nestle Munch, Nestle Milky Bar, Nestle Eclairs and Polo for chocolates and confectionery.

DESCRIPTION OF CATEGORIES, PRODUCT LENGTH, PRODUCT BREADTH, PRODUCT DEPTH, LINE EXTENSIONS,PRODUCT BRAND MATRIX
-Description of categories:
Cadbury has come out with 5 categories 1) Chocolates 2) Beverages 3) Candys 4) Biscuits 5) Gums

Category Chocolate

Product Dairy Milk

Description Cadbury daily milk has been the market leader in the chocolate category for years. The variants Fruit & Nut, Crackle and Roast Almond, Crackle combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white

Bourneville

Temptations

5 Star

Perk

chocolate Recently, Cadbury Dairy Milk Desserts was launched; specifically cater to the urge for 'something sweet' after meals. Cadbury Bourneville is rich in cocoa and cocoa polyphenols. There is 44% cocoa in each bar and it is the finest Dark chocolate The Cadbury Temptations range is available in 5 delicious flavour variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica. With its international quality chocolate Temptations soon became a popular brand for "chocoholics" A bar of chocolate that is hard outside with soft caramel nougat inside .Now, Cadbury 5 Star Crunchy is available with a dash of rice crispies. Cadbury Perk became the new mini snack in town and its proposition. "Kabhi bi kahin bi" went on to define its role in the category. Cadbury Perk unveiled two new offerings - Perk XL and XXL.

Eclairs

Beverages

Unique because of its creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the center Gems, Fruity Gems These tasty, colourful, chocolate buttons have become an integral part of the lives of both children and adults. In December 2000, the Gems Tube Pack with a flip-top was launched. In 2006 Fruity Gems- chocolate together with a fruit flavour came out for the Kids. Gems , available in a Pouch and a Carton, is also available in a Re. 1 pouch Celebrations An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels. PICNIC Taste-wise, the peanuts and caramel are most noticeable. It contains raisins with the taste of fruits. Bournvita, Bournvita Lil Champs & Bournvita Five Star Magic

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ts column after sometime...

Candy and Gums Halls It contains Mentho-Lyptus formula, using a combination of menthol and eucalyptus. Its a therapeutic candy competing in the cough lozenge market. Flavoured fun in bubble gums A unique variant of Bubbaloos Cool Mint flavour, the Decision Gum colours the tongue red or green. Also comes in Strawberry and Mixed Fruit flavours Its a delicious combination of dark chocolate biscuit and vanilla cream. Paired with a glass of milk, it is the perfect snack.

Bubbaloo

Biscuits

Oreo

- Product length:

The total number of different products a company carries in all the product lines comprises of the product length. Cadbury offers the following variants under its various product breadth categories: Chocolates 1. Cadbury Dairy Milk 2. Cadbury Fruit N Nut 3. Cadbury Crackle 4. Cadbury Roast Almond 5. Dairy Milk Wowie 6. Dairy Milk 2 in 1 7. Temptations 8. Bournville 9. 5 Star 10. 11. Perk Celebrations

12. Gems and Fruity Gems

13. Beverages

clairs

1. Bournvita 2. Bournvita Lil Champs 3. Bournvita 5 Star Magic Candy and Gums 1. Halls 2. Bubbaloo Biscuits 1. Oreo

-Product Breadth: It is the total number of different product lines a

company carries. Cadbury has divided its offerings into the following product categories: 1. Chocolates 2. Beverages
3. Candy and Gums

4. Biscuits

-Product Depth: It is the number of versions offered in a product that

is the different sizes, colours, variants etc. Below is the product mix breadth and line length of CADBURY is shown Chocolates Dairy Milk Cadbury Crackle Cadbury Fruit N Nut Cadbury Roast Almond Beverages Bournvita Bournvita Lil Champs Bournvita 5 star magic Candy and Gums Halls Bubbaloo Biscuits Oreo

5 Star Perk Celebrations Temptations Bournville Gems and Fruity Gems Eclairs Dairy Milk Wowie Dairy Milk 2 in 1

-Line extensions: -PRODUCT BRAND MATRIX:

-SKUs:
Category Chocolate Product Dairy Milk Dairy Milk Fruit & Nut Dairy Milk Roast Almond Dairy Milk Crackle Bourneville Dairy Milk Wowie Cadburys Gold Dairy Milk Shots Desserts Temptations 44 Gm Small Pack Rs.2 44gms 72 Gms 42 Gm, 160gms 80 gms 44gms,80gms, Stock Keeping Unit 12gms,22gms,40gmss,95gms,165gms 44gms,80gms,160gms

5 Star Junior 5 Star Regular,Crunchy,Fruit & Nut Perk Eclairs

15 Gm R 33-7gm

Mini,XL,XXL 4.5 Gms Various Packs Like 117 Units, 700 Units

Gems,Fruity Gems Celebrations PICNIC Googly Beverages Bournvita, Bournvita Lil Champs & Bournvita Five Star Magic

Pouch & Cartons 104-430 Gms 26,43 Gms 1 Kg,500 Gms Pouch - 90 Gms (Only Bournvita) Refill - 500 Gms Jar 200 Gms,500 Gms, 1 Kg

Drinking Chocolate Candy Biscuits Halls Oreo

100 Gms, 200 Gms, 500 Gms 23gms 137 Gms, 68.6 Gms

-Flanker Products:The basic purpose of flanker brands is to

create stronger points of parity with competitors brands so that more important and profitable flagship brands retain their desired positioning. The company has its products focused around three basic propositions: Drives attitudes and behaviour: This is led by the company's flagship brand Cadbury Dairy Milk (CDM). CDM is currently positioned on the emotional plank of spontaneity and self-expression and is targeted mainly on the adult consumer. Drives Snacking Consumption: It has two main brands in this category - 5 Star & Perk. However both the brands are positioned in a

slightly different manner. Perk is positioned as a any time snack anywhere, whereas 5 star is positioned as a Energy Bar. Drives variety, gifting and taste preference: The two brands in this category are Gems and Eclairs. However, there is a lot of difference between these two brands. While Gems is targeted primarily at children, Eclairs is a chocolate simulator, which simulated the taste and the feel of the chocolate but has to popped in the mouth like a toffee Drives Drives variety, Drives snacking attitude and gifting and taste and consumption behaviour preference Bournville Crackle Nut Milk Fruit & Nut Creamy Bar Roast Almond

Flankers

Break

Butterscotch Caramels Nutties Tiffins

Cadbury traditionally has maintained a whole battery of flank and satellites in its brand portfolio. It has always focused on preempting any moves by a competitor by launching a brand of its own. The threat of Nestle's entry led to the launch of tactical brands like All Silk, Crackle and Break. Therefore, in the Cadbury's brand system, the flanker brands are used for the tactical purpose of plugging a gap in the segment where the threat of entry by a rival brand was imminent. However, Nestle's successful entry through KitKat in the wafer segment proved that unless you support your flank brands actively, they are not going to be of any use in blocking competition. And hence Cadbury is showing some active interest in the area.

-Brand Architecture
The Cadbury brand has a profound impact on individual product brands. Brands have individual personalities aimed at specific target markets for specific needs. Cadbury predominantly works on the Parent Brand architecture model. Most products have the Cadbury name and colours across most of the products.

The advantage of the architecture is the leverage that is obtained because of the brand name of the Parent Brand. The awareness and the image of the parent brand could itself be gain popularity of the product among the consumers. The flip side is that when a small mishap happens in any of the lines, then it can have detrimental effect on the entire portfolio. Also any activity at the corporate level potentially impacts all the lines. This kind of brand architecture requires the the most experience managing a portfolio of hundreds of count lines with the Cadburys brand equity on them, appealing to many different audiences, is a bigger task than the management of several discrete brands using the individual product brand model. Cadburys Dairy Milk is a linchpin brand for Cadburys as it controls a critical segment in the confectionery industry. The Carbury Bournvita is an Endorser brand. An endorser brand is an established brand that provides credibility and substance to the offering. Cadburys Dairy Milk and Bournvita also play the driver role.

-Brand Hierarchy
The Family Brand is Cadbury which then bogs down to the Individual brands. Sometimes there are modifiers such as Bournvita Five star magic that means to designate a specific item.

CADBURY

POSITIONING OF THE BRAND

In the 1970s consumers were ready to pay more for more, and luxury goods flourished. In the 1980s, consumers began to demand more for same, and the discounting era grew strong. Todays consumer demanding more for less and the winner will be that super value marketer. Some of todays most successful companies recognize those customers are more educated and able to recognize true customer value. Positioning is simply concentrating on an idea or even a word defines that company in the mind of the consumer. It is more efficient to market one successful concept to one large group of people than 50 product or service ideas to 50 separate group, repositioning is a must when customer

attitude have changed and product have strayed away from the consumers long standing perception of them. Cadburys is an anchor in sea of confectionary products. As a variety of competitive claims assails her senses, today customer uses complicated decision making process to assess the alternative before making a purchase. Since Cadburys is more clearly associated with a particular set of attributes in terms of benefits and prices, the quicker becomes her search process.

Positioning of individual product:

1) CMD: is and always remain flagship brand. The punch by the company for advertising this product life. Real taste of Life, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal. 2) 5 star: although positioned internationally as an energy bar, 5 star was positioned on an emotional platform in India during the late 1980s. Symbolizing togetherness, 5 star was originally targeted at teenagers. In June 1994, the company reworked the strategy for 5 star to make it a source of energy. In fact, before the launch of Perk, 5 stars energy bar positioning made it a snacking chocolate. 3) clairs: competing in the chewable toffees segment. clairs was relaunched during the mid-nineties with a new name, Dairy Milk clairs. 4) Gems: broadcasting Gems, though, didnt prove to be feasible proposition for Cadbury. Targeted at children under 12 years with Gems Bond advertising. Cadbury decided to sell it to teenagers with the Smart Very Smart campaign. But now, the company is retargeting children with its animated commercial. Gems are the best brand to speak to children. Colourful chocolate buttons appeal most to children and that is why Cadbury is re-targeting children. 5) Crackle: it was the first Cadburys chocolate to have crunch in it. It was targeted as a funky chocolate to add spark to life. 6) Perk: in September, 1995, Cadbury preempted the launch of Nestls Kit-Kat by rushing a new brand, Perk into the market. Positioned much further on the functional scale of 5 star, Perk was meant to be light snackproduct for subduing the first pangs of hunger. 7) Picnic- Its positioned as an on the go snack, which may have something to do with why Ive avoided it in the past Im far too lazy to be on the go. Picnic is from the chuck everything in a bucket and cover it in chocolate school of chocolate making. Its very rough and ready, and as you can see, quite nobbly looking.

8) Bournvita: positioned as tasty health drink. While its competitors concentrated only on health aspect, Bournvita combined the nutritious value with taste.

9) Halls: Halls was first launched in India in 1968 & soon established itself as a therapeutic candy competing in the cough lozenge market. Over the years Halls has been strongly positioned on the soothes sore throat benefit in the consumers mind. In 2008 Halls was re-launched with an improved product, packaging and refreshed communication highlighting the brand benefit of Intense Coolong and positioning the brand as a cooling candy. 10) Oreo: The brands positioning focuses on light, fun family moments that only Oreo can inspire bringing families and friends together over Oreo cookies and milk. 11) Bubbaloo: The brand is positioned as a bubblegum with FUN FILLED CENTER. The brand is targeting kids unlike Center Fresh which is more of a youth oriented brand. In the market, Bubbaloo is competing with Boomer and Babool which targets the same segment.

EVOLUTION OF BRANDS IN THE LAST 10 YEARS

Year 1948- Dairy Milks entry into India The journey of Dairy Milk in India began in 1948.The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk. The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.

Cadburys Dairy Milk (CDM) has had an amazing journey in India, and is an excellent example of how a brand can become a success story, gaining extensive market shares (it is close to 70% right now with all extensions, 30% alone) and become almost a generic name for chocolates in India. Let us follow this journey and see what things Cadbury must have done right to achieve the kind of success it has. Phase 1: Cadbury efforts were focussed on expanding the market pie simultaneously with its share in it. 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 the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings. The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This ad firmly established awareness for CDM in the country. It brought together cricket, youth and a simple but catchy music in a fine blend. The campaign positioned Cadbury to be seen associated with the special quality that all of us possess and are particularly proud of (kuch khaas hai hum sabhi mein)

Phase 2:

Next, Cadbury wanted to increase the number of occasions for chocolate consumption. They realized that CDM might be an impulse buy, but it was not an impulse consumption. When the impulse buy to impulse consumption transition takes place, the frequency as well as quantity of purchase goes up. Hence, they did the simplest thing that can be done to do so. They gave the users more reasons to eat chocolates through the campaign Khaane Waalon ko khaane ka bahaana chahiye The reasons too were such that they actually indicated that almost any reason suffices for Dairy Milk consumption. Phase 3: Chocolate consumption is always seen as an act of indulgence and selfpampering by the individual. Hence, Cadbury hit upon the idea of associating CDM with happiness. A range of spaced apart advertisements, such as the ones like Main khush hoon aaj khwaamakhan and Dil ko jab khushi chhoo jaaye, Kuchh meetha ho jaaye connecting CDM to happiness, and that too not in the form of major achievements, but as the simple things in life that bring a smile to ones face. This was followed up by positioning CDM as the means to celebrate happiness in both small and big things in life. The foundation was laid about CDM being the celebration mode, using the famous pappu paas ho gaya campaign with Amitabh Bacchan. This was the first connect to CDM being usable as sweets (it was presented as substitute to sweets)

Phase 4: They have now recently started going full-fledged about CDM as a sweetsubstitute. Cashing in on occasions of sweet consumption, such as beginning new endeavors (shubh aarambh), CDM has put itself as a possible replacement for sweet (and a delightful one at that). The campaign sticks to the original backdrop of simple things in life that bring a smile to face.

Year 1948: Bournvita launched in India In India, Bournvita was positioned on taste and the goodness benefit. The communication taglines demonstrated this Brought up right, Bournvita bright, Goodness that grows with you

In 1990, Bournvita was relaunched which involved product fortification and complete refresh in the marketing mix. The brand was positioned around physical and mental strength. In the year 2001 in India, Bournvita was relaunched with a renewed kid focus communication, and fresh contemporary packaging through PET jars. Year 2004, Bournvita relaunched with Superchargers, further product fortification, with a more compelling positioning of Confidence to face daunting obstacles through the strength of body and mind Year 2006, Bournvita dawned a new look in India with international, trendy packaging. The relaunch was accompanied by the launch of a variant BV Five Star Magic an MFD that has all the goodness of BV with the exciting taste of Cadbury 5 Star Chocolate. Bournvita 5 Star Magic is the sparkling new identity of the age-old favorite malt food drink Bournvita. For the first time in its history, Cadbury India combined two of its most powerful brands Bournvita and 5 Star to present a unique caramelized fun taste to consumers.

Year 1969: Launch of Cadbury 5 star in India 5 Star is a leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. And through the passage of time, this was one property that both, the brand and the consumer stuck to as a valuable association. Cadbury 5 Star was always unique because of its format and any communication highlighting this uniqueness, went down well with the audiences. From 'deliciously rich, you'd hate to share it' in the 70's, to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's, the communication always paid homage to the product format. More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury 5 Star Crunchy and Cadbury 5 star Fruit and Nut were launched.

Year 1971: Cadbury Dairymilk Eclairs launched in India Cadbury's Eclairs was launched in India in 1971 and became an instant hit among adults, teens and kids alike. The brand was known for its quality and the chocolate content. It was a really soft candy. In a way Eclairs was a candy and a chocolate. Wrapped in a dark brown wrapper with golden inner wrapper, Cadbury's Eclair was synonymous with the category. This has created problem for the brand. Many local competitors imitated the packaging and the brand faced the issue of differentiating with the imitators and the fake ones. In 1994, the brand went for a repositioning exercise with a changed content and packaging. In a bold move, the brand changed its name to DairyMilk Eclairs and drew the strength of the parent brand into it. The packaging was changed to a Purple and Gold wrapper with the Dairy Milk endorsing the Eclairs. Eclairs was positioned on emotions. Worldwide the brand is known for its chocolate heart. A sign board outside the Nigerian factory reads : Sweet with Heart on the Inside". In India too, the brand is positioned as something close to the heart. The tagline is " Kar Do Dil Pe Jadoo" which roughly translates to " Do magic on the heart". The ads also talks about the person forgetting themselves after taking the eclairs. The year 2006 saw a product line extension of Eclairs. The new product is Dairy Milk Crunch which has a thick caramel on the outside and the Dairy Milk Chocolate on the inside. The extension is in response to the threat faced by the brand from Alpenliebe. Cadbury with its new Crunch has taken the battle to Alpenliebe's turf in response to the new launch of Chocoliebe from Perfetti. The new Crunch is targeted at kids (912) and teenagers /youngsters (15-24). The brand is making loud noise in the media and takes an energetic humour theme to drive the point. The tagline is "Ab Ek Nahi Do Do" which translates to Now enjoy two tastes" referring to the caramel and the chocolate. Eclairs has so far been successful in the market and has shown growth even when the entire market had degrown. The quality and the brand equity of Cadbury's has been the driving force behind the success of Eclairs because the company has not invested much on this brand during the last 5-6 years compared to Dairy Milk. Year 1996: Cadbury launched Perk in India

Cadbury Perk Cadbury Perk was launched in India in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers. Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. As the years progressed, so did the messaging, which changed with changes in the consumers' way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's. In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi" position, because the urge for Cadbury Perk could strike anytime and anywhere. With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury Perk Minis in 2003 for just Rs. 2/In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible. The product was supported in the market with a new look and a new campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola de' becoming the new mantra for Cadbury Perk.

Year 2003: Halls went under Cadbury in India Halls was first launched in India in 1968 & soon established itself as a therapeutic candy competing in the cough lozenge market. Halls came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery. Halls has had a colorful advertising history in India & was infact, one of the earliest brands to advertise on television in India. In the 1980s, Ads featuring Meenakshi Sheshadri and later, Vijeta Pandit on its unique

vapour action formula with a classic Halls Jingle were aired which established the brand firmly in the market. In the 90s, Halls advertising adopted a different take with its Traffic Jam Ad where Halls restores order to a situation of chaos & the early 2000s saw Halls advertising on the refreshment platform. Over the years Halls has been strongly positioned on the` soothes sore throat benefit in the consumers mind. In 2008 Halls was re- launched with an improved product, packaging and refreshed communication highlighting the brand benefit of Intense Cooling and positioning the brand as a cooling candy. The Airplane TVC featuring Vinay Pathak went on to become one of the most recalled commercials in 2008 and firmly positioned the brand with the benefit of Thandi Saans Ka Blast Halls introduced a new Lime Menthol Flavour along with the Polar Bear TVC on air in 2009. The Polar Bear commercial has gone on to find appeal & engagement amongst all age groups and strongly positions Halls as the ultimate cooling candy.

Year 2007: Cadbury launched Bubbaloo in India Cadbury launched Bubbaloo its bubblegum power brand in India in the year 2007. Bubbaloo is sold in 25 countries, and is a dominant bubble gum brand worldwide. With this launch Cadbury forayed into the bubble gums category and strengthened its portfolio within the confectionary segment.

Year 2008: Bournville relaunched in India On October 2008, Cadbury relaunched its Bournville brand of dark chocolates in India. Relaunched because the brand has been in Indian market for over 30 years but this brand was neglected till now. Cadbury decided to relaunch its Bournville brand in india because of the competition that Cadbury is facing from the imported brands. Cadbury has lost its hold on the premium chocolate segment to imported brands. Now most of the retailers are stocking global brands like Ferrero Rocher, Mars etc. Customers are also preferring these global imported brands over the more familiar Cadbury brands. Most of the global chocolate brands like Hershey , Ferrero etc are planning their entry to the lucrative Indian market. Recently the Mars group launched their brand Snickers in the Indian market.

This threat has forced the market leader to take a proactive defense strategy by creating a new categories. By creating the new category of dark chocolates, Cadbury has the first mover advantage and also will be able to bring in freshness to the Cadbury umbrella brand. Bournvilla is being positioned as the finest dark chocolate. The brand is currently promoted as the category innovator. Bournville is made from the finest Ghana Cocoa beans and comes in four variants - Rich Cocoa, Almond, Hazelnut and Raisin & Nut. Year 2009: Cadbury Dairymilk Silk Launched After Bournville, Cadbury entered in the premium segment with the launch of Cadbury Dairy Milk Silk, a brand priced at Rs 49 for 69 grams and Rs 99 for 160 grams available in Milk chocolate, Roast Almond and Fruit & Nut variants. The company positions Silk as 'smoother, creamier and chunkier. Year 2011: Cadbury entered into biscuits market through Oreo Cadbury launched Oreo in India in year 2011 which was already a billion dollar brand owned by its US-based parent Kraft Foods, as it looked to gatecrash into the Rs 13,000-crore biscuits market dominated by Parle and Britannia.

PERCEIVED GAPS
Usage Gap

Product Gap Mint offering o Nestle has a mint offering in Polo, whereas in the case of Cadbury there is no mint offering that can be a competitor to Polo Wafer o Cadbury offers Perk in the wafer segment whereas Nestle offers Munch and Kitkat in the same segment. To tackle competition from the bigwigs like Munch and Kitkat, Cadbury needs to strengthen the Perk Brand or come out with a whole new offering in this particular segment.

Milk/White Chocolates
o

Nestle currently has offerings in white chocolates like Milkybar, Milky bar choo, Milk Chocolate whereas Cadbury doesnt have any offering in this particular segment.

-NEW Product introductions:

o An offering in the mint category to compete against Nestles Polo . Cadbury currently do not have any product offering that can compete against Polo.
o

An offering in the wafer category. Cadbury already has Perk in this category but as compared to Kitkat and Munch , Perk is still way behind .

-Launch Strategy:
o Structure and organize resources for success Develop a dedicated team for the launch of the products o Define launch objectives

 To launch a product variant in the Mint and wafer category within 12-15 months o Gather intelligence Gather information on the existing market trends in the mint and wafer category. o Develop launch strategy, action plan, budget and timeline o Craft a supportive PR strategy and plan o Effectively position the product o Ensure product readiness o Guarantee sales channel readiness o Create critical marketing and sales tools o Develop new product programs o Track, monitor and report on execution o Measure performance

-OBJECTIVE:
The objective of both the launches is to cater to a wider variety of customers and garner market share in these particular segments

-GO TO MARKET Strategy:

o Market Research data collection from market and analysing the data o Align corresponding capabilities checking the feasibility of the identified requirements with our corporate capabilities o Define relevant value To find out the value the product would be giving o Differentiate from the competitor Check for competitive offerings in the competitors portfolio and analyse the same

To ensure that Cadbury gets it right the first time, we would

o Go for extensive market study and consumer survey to understand what the customers would be willing to accept as an offering o Have the product test marketed across targeted segments o Ensure there are various phases of product testing so that the quality and taste preferences are maintained To reduce GTM time, we would use the existing distribution channel. Expected Competitor Response o The competitor may also increase margins so as to increase their facings considerably o The competitor may also come out with marketing communication strategies to tackle this competition

Cadbury should not prune its product portfolio. The products in its portfolio are contributing to the sales to a considerable extent. Also, as compared to Nestle, its product portfolio is smaller. It should stick to the current portfolio and bring out further offerings in the segments in which it is lagging behind its competitors.

CBBE MODEL of CADBURY

The biggest challenge that a brand faces is to ensure that the customers have the right kind of experiences with the products and services and their marketing program to create the right brand knowledge structures i.e.

Thoughts Feelings Images Behaviours & Attitudes Building a strong brand involves a series of steps as part of a branding ladder. It is characterized by a logically constructed set of brand building blocks. We need to identify the areas of strength and weakness and to provide guidance to marketing activities.

BRAND SALIENCE Brand Salience measures awareness of the brand, how often and how easily the brand is evoked under various situations or circumstances. It is the same as brand identity i.e. Who are you? DEPTH OF AWARENESS It measures how likely it is for a brand to come in mind i.e. ease of recognition and the ease with which it does so i.e. recall value. Cadbury came to India in 1948 with Cadbury Dairy Milk and till today the brand holds itself strong in the Indian market with almost 70% market share in the Indian chocolate industry. The Cadbury brand is associated with best tasting chocolate which includes everything from solid blocks to chocolate filled bars and novelties. For many people, chocolate is Cadbury and no other brand will do. The core values of quality, taste and emotion supports the Cadbury brand. Consumers know that they can trust a chocolate bar that carries Cadbury brand name. The swirling chocolate and glass and a half are powerful images. They both portray a desire for chocolate while the half full glass symbolises the core values of goodness

of milk and quality. The brand has been successful in establishing the link, in the mind of the consumer, that Cadbury equals chocolate. The marketing communication of Cadbury which includes its famous award winning advertisements and various memorable campaigns including Khana waalon ko khaane ka bahaana chahiye, Kuchh meetha ho jaaye, Miss Palampur, Pappu Pass Ho gaya etc. Have left such a deep impression in the mind of the consumer that whenever one thinks of buying chocolate, Cadbury is the name that comes to mind first. BREADTH OF AWARENESS It measures the range of purchase and usage situations in which the brand comes to mind. Cadbury has a huge product line and various brands under various product categories including chocolate: Dairy Milk, Perk, 5 star, Gems, Bourneville (Niche segment of Dark chocolate lovers, premium segment), Dairy Milk Silk (Premium segment); Biscuits: Oreo; Beverages: BournVita, Bournvita Lil champs; Candy: Halls; Gums: Bubbaloo. The campaigns like Khaane waalon ko khaane ka bahaana chahiye actually aims at increasing the market pies size for chocolates in India and eventually lead to Cadburys increased sales. It suggests that Cadbury can be eaten at any occasion or any time. The campaigns of Pappu pass ho gaya and Miss Palampur aim to popularize Dairy Milk connecting it to various usage situations. Three consumer segments of impulse, take home and gift have been identified. Impulse purchases are usually products bought for immediate consumption. Take Home confectionary is generally bought in supermarket and is often driven by specific need. The specific need or usage can be an occasion or for later consumption. These areas are further subdivided for e.g. the gift sector comprises special occasions (Birthdays or festivals) and token or spontaneous gift. Cadbury tarhets the gift sector by its Brand Cadbury Celebrations. Cadbury, upto a certain extent has been able to replace the traditional sweets especially in urban cities. The festivals like Rakhi, Diwali, Occasions like Valentines Day, New Year see huge increase in sales of Cadbury chocolates. BRAND PERFORMANCE It describes how well the product meets customers more functional needs. It transcends the products ingredients and features to include dimensions that differentiate the brand.

The Cadbury brand name has been existence since 1824 when John Cadbury opened his shop in Birmingham, England. Over the years it has survived in a highly competitive market and developed its competitive advantage. It is successful in communicating the customers that it is still the ultimate in chocolate pleasure. It has shown the consistency in performance. The strength of the umbrella brand supports the brand value of each chocolate bar, thus implying how reliable the brand is. Cadbury Chocolates in India are made of Cocoa butter instead of Milk butter as they are made in Other European countries. Cadbury has done this keeping in mind the temperature conditions in India as Cocoa butter can stand higher temperature than milk butter and does not melt; thus making Cadbury chocolate much more consumer friendly. People love the unique taste of Cadbury chocolates and that is why it maintains the huge share in the Indian chocolate industry. Looking at the Cadburys packaging on the functional level; its evident that the pack is structurally sound to protect the product quality in distribution and storage conditions, thus the consumers can acknowledge the durability of the product. The economic life of the product is always mentioned in the product as per the respective food regulatory body. Cadburys world famous packaging is comprised of four key elements: 1. Distinctive packaging design 2. The Cadbury corporate purple colour 3. The glass and a half full of full cream milk logo 4. The Cadbury script logo These elements convey to consumers the memorability, distinctiveness and high quality of Cadbury products. The attractiveness of packaging alone can be instrumental in stimulating a purchase specially impulse buyers. The brand also comes in various attractive packages for different occasion like Diwali, Raksha Bandhan, Christmas etc. making it a perfect option for gifts. BRAND IMAGERY It depends on the extrinsic properties of the product including the ways in which the brand attempts to meet customers psychological or social needs.

Cadbury is one brand that has been a part of the childhood of most of us and its memorable ad campaigns always bring back memories to us; thus rating it very high as far as brand imagery is concerned. The intangible association to Cadbury includes family experiences, childhood memories, gifts to boyfriends and girlfriends; gifts to sisters specially on Raksha Bandhan etc. The product could be bought from supermarket on the insistence of the child to its parents or from department store or specialty store through impulse buying or for little pleasures. The Cadbury as a brand has been able to create a feeling of warmth, the togetherness of family & friends on special occasions, to hold those relationships in life which are of prime importance and to savour the sweet success of winning. The core values of quality, taste and emotions are the pillars of the brand. The milk pouring on the chocolate bar, the icon represents the unique production process in Cadburys Dairy Milk chocolate which uses a glass and a half of full cream Irish milk in every half-pound, hence the unique taste of the chocolate. It serves to identify the product, its contents and the manufacturer. The heritage that has been passed down from the past. BRAND JUDGMENTS These are customers personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations. Brand Quality: Consumers trust the brand because there is certain level of quality attached to it. People buy Cadbury chocolates during the auspicious occasions as a token of their love tells the level of trust that they have in Cadbury. The taste of Cadbury Dairy Milk chocolates has remained the same over ages and this consistency signifies high level of quality. Brand Credibility: The brands like Five Star, Perk, BournVita etc. derive benefit from the Cadbury parentage including quality and taste credentials. The flagship chocolate brand, Cadbury Dairy Milk which is over 100 years old, is the third largest chocolate brand globally with retail sales of $2 billion. Dairy Milk alone holds 30% market share and Cadbury holds 70% share in the Indian market. Brand Consideration: The brand has been considered for possible purchase and use not only as a chocolate but it has become a substitute for sweet. The punchline Kuch Meetha Ho Jaye justifies this. The campaign has been highly successful with the brand endorsement of

Amitabh Bachchan and consumers buy it for occasions like Diwali and Raksha Bandhanetc instead of traditional sweets. BRAND FEELINGS These are customers special responses and reactions to the brand that are evoked by the marketing program or by other means. Warmth The brand evokes a soothing type of feeling. As the chocolate melts inside our mouths, a similar soothing effect is felt inside our hearts. The commercial for the cricket match shows how sweet success of winning can be savoured by the sweet taste of Cadbury. It also depicts fun and excitement. The song Kuchh Khaas Hai Zindagi Mein complements this feeling so well. Passion It is reflected in the impulse buying nature of consumers. The commercial featuring a girl with mehndi put on her palms having a strong desire to have chocolates and being adamant to have it reflects that passion. Bond of love & relationships The brand provides the consumers with an opportunity to express their love to their family and friends. It is a time to celebrate and have few precious moments of togetherness. Excitement The cricket match commercial also reflects the fun & the excitement. The brand makes the consumers feel excited. BRAND RESONANCE It describes the nature of relationship and the extent to which customers feel that they are in sync with the brand. It is characterized in terms of intensity, or the depth of psychological bond that customers have with the brand, also the level of activity engendered by this loyalty (repeat purchase rates and extent to which customers seek out brand information). Attitudinal attachment The level of attachment can be judged by the fact that the consumers feel that is a perfect gift for special occasions. It could be used to express their token of love. The little pleasures that can be derived from the moments

of family get-together. The moment consumers think about celebrations they think about the brand.It has become the perfect gift item for any occasion in life. Sense of community The consumers feel a kinship or affiliation with other people associated with the brand. The commercial in which Amitabh Bachhan and his childhood friend exchange their gifts they feel how much their choices resemble and automatically a feeling of kinship is developed. The sense of belongingness to that particular brand is generated. Behavioral loyalty The repeat purchases on various occasions like Diwali, Christmas or to express their love or vote of thanks, only this brand comes to the consumers mind. This is the level of loyalty that the Cadbury brand shares with it consumers.

Learning o Assessing the brand portfolio of a company vis-a-vis its competitors o Understanding the gaps and recommend suitable actions to reduce the gaps o Devising product launch strategy and executing the same o Analysing which new segments to enter and which one to leave o Carrying out a brand audit and understanding brand equity