1. INDUSTRY & COMPETITIVE ANALYSIS CADBURY INDIA (Part – II b) Presented By Mohd. Yasser Arafat (55) Division-A

2. 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

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

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

5. 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

6. The result... The strategy helped increase brand penetration (specially in smaller towns) leading to a brand growth of around 40%

7. 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

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

9. The third discontinuity CDM in 2002

10. Competitive Environment Influx of several brands at various price points offering greater perceived value While attitudes towards chocolates softened, consumers flirted with options. –This led other players to come in the foray. –Sales of Nestle picked up too.

11. The Challenge Reinforce pre-eminence of the brand. The Execution Range of new, international pack formats – a CDM for every need

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

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

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

15. CDM in 2002 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 Insight The Brand Platform I need a friend who sees me through all my emotions CDM uplifts my spirits like a true friend

16. The Sweet Taste of Success

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

18. 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.

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

20. 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

21. The Goal of CDM Ensure a CDM in very pocket

22. Lesson A Brand is a Brand is a Brand

23. As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter whether it’s Indian or not

24. The Brand Belief CDM is the best tasting chocolate - a moment of pure magic CDM is chocolate, the others are simply makes of chocolate

25. Opportunity The traditional sweet market in India is worth a whopping Rs. 11,000 crore (3.5 times Australian chocolate market).

26. Positioning Review Cadbury India realized that in our very positioning of "parental love", growth was being hindered. The lead task was to make chocolates acceptable and accessible amongst adults and erase the kiddy connotations.

27. SET 2 Regular users Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users SET 1 Infrequent Users The twin tasks for CDM

28. Current Tasks Maintain the growth trend of the brand by –Enlisting new users –Upgrading marginal users Need to expand the market, especially in the lower and middle and upper Strata. Need to increase Per Capita Consumption among regular users

29. And communication needed to... Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase average intake among regular users

30. Bonding Advantage Performance Relevance Presence Brand power in India CDMMunchKit Kat Source: IMRB U&A Study

31. Care for some Dairy Milk