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The sweetest story ever told… or heard

The sweetest story ever told… or heard. What makes a successful brand?. Carves out a distinct role in the consumer’s life Constantly delights the consumer year after year Consistent value proposition Local expressions of universal needs Elicit a ‘WOW’ at any given time.

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The sweetest story ever told… or heard

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  1. The sweetest story ever told… or heard

  2. What makes a successful brand? Carves out a distinct role in the consumer’s life Constantly delights the consumer year after year Consistent value proposition Local expressions of universal needs Elicit a ‘WOW’ at any given time

  3. Cadbury Dairy Milk The Real Taste of Success

  4. What does CDM stand for world-wide?

  5. Brand Promise Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic. CDM is Chocolate

  6. Brand Character Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness (fun, wholesome, reliable), to the personal values of individual enjoyment. It stands for goodness.

  7. The Indian Chapter

  8. The Challenge • Get people accustomed to chocolates- primarily seen as a western taste • Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself

  9. CDM in the 80’s • Brand was considered as a surrogate of parental affection for their children • The chocolate goodness (appetite appeal) was being harnessed

  10. The Expression CDM positioned as ‘The perfect expression of parental love’ ‘Sometimes a Cadbury can say it better than words’

  11. 1980 TVC

  12. Category audits in early 1990’s • Chocolate are meant for kids only • Seen as an indulgence product • Negative associations • Too much was bad • Bad for health

  13. Key Issue With communication consciously addressing kids, consumption also got restricted within the same segment resulting in brand stagnation

  14. Marketing Challenge To expand the consumer base by making CDM aspirational and desirable to the adult segment

  15. The Unshackling of CDM in 1994

  16. Communication Task To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk way - real, fun and free. Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.

  17. What was the consumer saying?? Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree, special, real moments. So, what if these ‘moments’ were brought back to life even for adults?

  18. The atmosphere at that time… The new resurgent India. The era of globalization had sowed the seeds of ‘I wanna break free’ syndrome Avenues for freedom for expression were more than welcome

  19. The BIG idea Cadbury Dairy Milk- The chocolate for the kid in all of us. The Communication The Real Taste of Life.

  20. Brand Positioning CDM is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the ‘Real Taste of Life’ experience.

  21. RTOL TVC

  22. ‘Vol. Gr. ‘Vol. Gr. ‘94 v/s ‘93 ‘95 v/s 94 Parameters 12 43 Category 22 52 Mouldedsegment 31 54 Brand And the result…

  23. Legitimising of CDM in 1998

  24. In 1997 • Hurdles at a competitive level • Launch of Kit Kat which was considered as young, trendy, future, exciting, smart • Threat from imported premium moulded brands like Lindt, Ritter, Van Houten

  25. In 1997 • Hurdles at the communication level • “Real Taste of Life Campaign” cut ice with the metro audience, • The barriers of Middle/Bottom end consumers still remained to be addressed • As a result, brand growth rate was slower than the chocolate market growth

  26. What next??? The “Indianisation” of the brand To increase width of consumption by entering the Indian mind-space - Make CDM part of Indian customs and mores

  27. What next??? CDM to be the Real Taste of Everyone's Life.

  28. The twin platforms For Regular users Position CDM as the gold standard in taste amongst chocolates Creative Idea I will do anything to eat my CDM

  29. For Infrequent users Position CDM as the chocolate meant for everyone Chocolate = CDM Creative Idea You don’t need any special reason to eat CDM

  30. The executions For Regular users

  31. Train TVC

  32. The executions For Infrequent Users

  33. Cyrus TVC

  34. The result... Vendor TVC’s cut ice among both heavy as well as marginal user The strategy helped increase brand penetration (specially in smaller towns) leading to a brand growth of around 40%

  35. The result... Volumes grew by 34% post ad exposure (i.e Jul-Dec ‘00) vis-à-vis pre ad period (i.e. Jan-Jun ‘00) Overall CDM volumes of 2000 grew by more than 30% over 1999

  36. Parallel initiatives Beefed up distribution system (grown by over 60% over past 5 years) Increased points of contact (Bringing CDM closer to the consumer)

  37. The third discontinuityCDM in 2002

  38. Competitive Environment • Influx of several brands at various price points offering greater perceived value • While attitudes towards chocolates softened, consumers flirted with options

  39. The Challenge Reinforce pre-eminence of the brand

  40. The Execution Product Range of new, international pack formats – a CDM for every need

  41. CDM for every need For chocoholics - CDM Chunky For Connoisseur - - Bournville - Fruit & Nut

  42. CDM for every need Gifting - Gift packs In-home consumption ‘Muh Meetha Karna’

  43. The Execution Communication Reinforce relationship of brand in the consumer’s life

  44. CDM in 2002 The Brand Platform CDM uplifts my spirits like a true friend I need a friend who sees me through all my emotions Insight I eat CDM when I am happy, sad CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion Consumer Speak

  45. Sailor and Tennis TVCs

  46. The Sweet Taste of Success

  47. A brand that captures your mind gains behaviour.A brand that captures your heart gains commitment. Scott Falgo

  48. Commitment to the brand - India CDM Intl. Choc. Brand in India Bonding Advantage Performance Relevance Presence Source: IMRB U&A Study

  49. CDM India – a global benchmark Today, India is the second largest market for CDM in the world The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.

  50. But there are newer challenges Strike a balance between the CDM enlistment (in non-metros) and the increasing usage in Metros Drive CDM ‘Ultimate Chocolate Experience’ values across the Mega Brand Range Make CDM a part of the Indian shopping basket

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