Reinventing Cadbury
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG030
Case Length : 13 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Available
Organization : Cadburys India Ltd
Industry : FMCG
Countries : India
To download Reinventing Cadbury case study
(Case Code: MKTG030) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
|
<< Previous
"Typically, we always talk about chocolates being eaten when everyone is happy. And this is something advertising has always mirrored. But we found that chocolates are eaten under diverse conditions and moods - when people are anxious, when they are sad, when happy - a whole range of emotions. Now if you take a distillation of this thought, chocolate is a true soulmate. Someone who is with you through the ups and downs of life, helping you bounce back. And that's what Cadbury's Dairy Milk (CDM) is - a special friend. This is the thought that we have captured through different human-relationship plots. We are just showing the way CDM features in the consumer's life."
- Piyush Pandey, Group President & National Creative Director, O&M (CIL's advertising agency), commenting on CDM commercials, in March 2002.
No More 'Excuses' For Eating Chocolates
|
In March 2002, India's number one chocolate company Cadbury India Ltd. (CIL), launched a new advertisement campaign for its flagship chocolate brand, Cadbury's Dairy Milk (CDM). The campaign featured a television (TV) commercial that was significantly different from the company's earlier commercials for the brand. It featured Cyrus Broacha1 interviewing college students and asking why they liked to eat CDM. This was followed by college students 'singing' their excuses for eating CDM. Just as the commercial seems all set to end with the students and Cyrus singing the famous CDM theme, 'Khane Walon Ko Khane Ka Bahaana Chaahiye' (those who want to eat, will find excuses), a student comes up and questions Cyrus, 'Kyon Chaahiye?'
|
|
(Why does one need an excuse to eat CDM)? The advertisement aimed at conveying the idea that no specific occasion is required for consuming CDM. This was a significant departure from CIL's strategy of appealing to adults in India, who sought a rational justification for indulging in chocolate consumption.
|
|
A source at CIL's advertising agency, O&M, explained, "The format (excuses campaign) was not giving the brand a chance to explore. And the formatting was having a marginal negative impact, especially among the youth, who still form some 70-80% of CDM's audience.
Today, CDM is competing with colas, snacks and burgers. And there is a feeling that perhaps these products are speaking a lingo that is closer to the youth, and that CDM might not be connecting with the youth as well. Hence the change in format." Even as company watchers were analyzing this shift, CIL launched another campaign for CDM, which completely did away with the 'Khaanewaalon Ko...' campaign. |
Reinventing Cadbury
- Next Page>>
|
|
