Before I write anything, have a look at these advertisement being aired on television frequently:
Now what? what is so special about this advertisement, this must be the question in your mind. If unable to understand then watch both the video again.
Yes, they want the chocolates to replace traditional sweets at home. Cadbury India is continuously giving new reasons to eat its chocolate. New ad is aimed to bite the territory dominated by Indian sweetmeats. To have an effect,TVC shows a family where chocolate served as dessert. This is a great attempt made by Cadbury India to change the positioning of Dairy milk from a occasional products to one that is consumed everyday. In India, chocolate are still considered to be an impulse purchase and not a part of everyday life. Cadbury's earlier campaign like "shubh arambh" and "kuchh meetha ho jaye" displayed cadbury's endeavour to own the meetha category- just like Coca Cola did few years ago with..Thanda matlab coca cola campaign.
From moment of celebration in everyday life to special occasion, cadbury offer different packaging and product to win over indian consumers. Now Cadbury trying to place the products at home and make it part of household daily consumption habit.
Marketplace- In India, chocolate market has been estimated around Rs 2000 crores and clearly polarized between two giants, Cadbury and Nestle. Obviously Cadbury emerged as leader having 70% market share with flagship brand Dairy milk leading with 30% market share.still main problem for marketer in India is the level of penetration. In India, chocolate penetration is 6-7% and hence has huge potential for growth.In cantrast, in Brazil, an emerging economy with similar weather condition has penetration as high as 75%. This is just because chocolate is acceptable as snacking option in other countries which is not the case in India.. Cadbury has been continuously trying to capture the market and increase the penetration. Remember, way back in 1994, they launch a campaign "kya swad hai zindagi ka". As the girl in the ad danced her way into the cricket field, Cadbury managed to get young adults shed their inhibitions about eating chocolates in public, opening a new market for chocolates.
Then again in 1998, Cadbury India realised that many young people still want rational justification to involve with chocolate. Then they launched another campaign "khane ka bahan" with real people saying why they ate chocolate. but now cadbury has bigger challenge at hand to increase both- depth as well as the frequency of consumption.
Sweet Substitute:
But, can Cadbury replace traditional sweets from plates of indians? It seems to be very tough because in India sweetmeat prepared with ghee, sugar and milk are seen as filled with goodness. Affortability is another concern where you can buy a box mithai at a comparable price and shared it with your family.But how many people can share a bar of chocolate? question.
Experts believes that campaign has been made for such huge behavioural change that it will not deliver. This can also be seen as the possessiveness of a kid for chocolate. Product innovation is another challenge. In the past, Cadbury launched Dairy Milk Desserts in unusual flavours like Tiramisu and Kalakand which did not hit the consumers’ sweet spot. “Perhaps, going ahead, the brand could launch chocolate bars meant for diabetics or weight watches. Ramanathan of KPMG feels the Cadbury Dairy Milk could be made available in mithai-shaped pieces to appeal to Indians familiar with Indian sweets.
typically a box of sweets is usually shared by a family. Thus by deviding the chocolate into pieces the brand is building on those codes that we are familiar with and introducing it into chocolate. If watch closely, the new commercial targetting middle class family where families are going nuclear and do not get time to prepare traditional sweets at home.
So, with a keen eye set on market growth, Cadbury can be expected to find new ways of introducing something meetha in our lives.Hope their initiative will show its effect early but it seems to be difficult because of affordability, typical indian consumer behaviour, penetration level and stiff behavioural change.
Now what? what is so special about this advertisement, this must be the question in your mind. If unable to understand then watch both the video again.
Yes, they want the chocolates to replace traditional sweets at home. Cadbury India is continuously giving new reasons to eat its chocolate. New ad is aimed to bite the territory dominated by Indian sweetmeats. To have an effect,TVC shows a family where chocolate served as dessert. This is a great attempt made by Cadbury India to change the positioning of Dairy milk from a occasional products to one that is consumed everyday. In India, chocolate are still considered to be an impulse purchase and not a part of everyday life. Cadbury's earlier campaign like "shubh arambh" and "kuchh meetha ho jaye" displayed cadbury's endeavour to own the meetha category- just like Coca Cola did few years ago with..Thanda matlab coca cola campaign.
From moment of celebration in everyday life to special occasion, cadbury offer different packaging and product to win over indian consumers. Now Cadbury trying to place the products at home and make it part of household daily consumption habit.
Marketplace- In India, chocolate market has been estimated around Rs 2000 crores and clearly polarized between two giants, Cadbury and Nestle. Obviously Cadbury emerged as leader having 70% market share with flagship brand Dairy milk leading with 30% market share.still main problem for marketer in India is the level of penetration. In India, chocolate penetration is 6-7% and hence has huge potential for growth.In cantrast, in Brazil, an emerging economy with similar weather condition has penetration as high as 75%. This is just because chocolate is acceptable as snacking option in other countries which is not the case in India.. Cadbury has been continuously trying to capture the market and increase the penetration. Remember, way back in 1994, they launch a campaign "kya swad hai zindagi ka". As the girl in the ad danced her way into the cricket field, Cadbury managed to get young adults shed their inhibitions about eating chocolates in public, opening a new market for chocolates.
Then again in 1998, Cadbury India realised that many young people still want rational justification to involve with chocolate. Then they launched another campaign "khane ka bahan" with real people saying why they ate chocolate. but now cadbury has bigger challenge at hand to increase both- depth as well as the frequency of consumption.
Sweet Substitute:
But, can Cadbury replace traditional sweets from plates of indians? It seems to be very tough because in India sweetmeat prepared with ghee, sugar and milk are seen as filled with goodness. Affortability is another concern where you can buy a box mithai at a comparable price and shared it with your family.But how many people can share a bar of chocolate? question.
Experts believes that campaign has been made for such huge behavioural change that it will not deliver. This can also be seen as the possessiveness of a kid for chocolate. Product innovation is another challenge. In the past, Cadbury launched Dairy Milk Desserts in unusual flavours like Tiramisu and Kalakand which did not hit the consumers’ sweet spot. “Perhaps, going ahead, the brand could launch chocolate bars meant for diabetics or weight watches. Ramanathan of KPMG feels the Cadbury Dairy Milk could be made available in mithai-shaped pieces to appeal to Indians familiar with Indian sweets.
typically a box of sweets is usually shared by a family. Thus by deviding the chocolate into pieces the brand is building on those codes that we are familiar with and introducing it into chocolate. If watch closely, the new commercial targetting middle class family where families are going nuclear and do not get time to prepare traditional sweets at home.
So, with a keen eye set on market growth, Cadbury can be expected to find new ways of introducing something meetha in our lives.Hope their initiative will show its effect early but it seems to be difficult because of affordability, typical indian consumer behaviour, penetration level and stiff behavioural change.
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