Cadbury Repositioning
Dinesh G. Mhatre EMB III, Roll No. 6
Topic: Repositioning of brand Cadbury
Objective:
•
• • • • To review the brand repositioning strategies of different sub-brands of Cadbury in India. To analyze the brand repositioning strategies of Titan watches. To study consumer awareness and perception about the brand repositioning strategies of Cadbury. To understand the ability of Cadbury to motivate consumers to buy their products Desire of Cadbury to expand their target market from kids to younger as well as
Philosophy:
If a brand does not reposition at the right time, it may not get a second chance.
Methodology used:
The relevant data was collected from secondary sources i.e. Internet. For detailed analysis Cadbury India’s portal was studied extensively. Also other source of information about Cadbury was referred from Internet.
Content
Cadbury Brands are divided in five categories: 1. Chocolates 2. Snacks 3. Beverages 4. Candy 5. Gums Products of Cadbury under these categories are as follows CHOCOLATES 1. Cadbury Dairy Milk 2. 5 Star 3. Perk 4. Celebrations 5. Temptations 6. Eclairs 7. Gems SNACKS: Bytes BEVERAGES: Bournvita CANDY: Halls GUMS: Bubbaloo
1
Dinesh G. Mhatre EMB III, Roll No. 6
Cadbury Dairy Milk
Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. 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 he 'Real Taste of Life' campaign had many memorable executions, which
Topic: Repositioning of brand Cadbury
Objective:
•
• • • • To review the brand repositioning strategies of different sub-brands of Cadbury in India. To analyze the brand repositioning strategies of Titan watches. To study consumer awareness and perception about the brand repositioning strategies of Cadbury. To understand the ability of Cadbury to motivate consumers to buy their products Desire of Cadbury to expand their target market from kids to younger as well as
Philosophy:
If a brand does not reposition at the right time, it may not get a second chance.
Methodology used:
The relevant data was collected from secondary sources i.e. Internet. For detailed analysis Cadbury India’s portal was studied extensively. Also other source of information about Cadbury was referred from Internet.
Content
Cadbury Brands are divided in five categories: 1. Chocolates 2. Snacks 3. Beverages 4. Candy 5. Gums Products of Cadbury under these categories are as follows CHOCOLATES 1. Cadbury Dairy Milk 2. 5 Star 3. Perk 4. Celebrations 5. Temptations 6. Eclairs 7. Gems SNACKS: Bytes BEVERAGES: Bournvita CANDY: Halls GUMS: Bubbaloo
1
Dinesh G. Mhatre EMB III, Roll No. 6
Cadbury Dairy Milk
Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. 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 he 'Real Taste of Life' campaign had many memorable executions, which