Cadbury's manoeuvre
Indian Market
The deep-seated confession of
sugar harboured inside Indians since decades. Indians are best described as
sugar toothed and to exemplify the larger picture the glorifying spongy balls drowning
in sugar syrup and the yellow coloured will be telling the story of this
obsession.
Indians celebrates total of 169
festivals and millions of wedding are performed every year. The sweets are
quintessential for every festival. The wedding is another occasion for the
Indians to splurge and dive in the sweets. Even the childbirth makes another
super-special occasion to Ritz the happiness by sharing sweets with family and acquaintances.
Riveting upon the data, India could be called as diabetic
capital of the world with more than 36 million patients alone in India. And inch
steps towards becoming the “Cholesterol
capital” of the world as well. These dynamics are favouring International
player and marketers getting a golden chance to penetrate the market with their
offerings. Players pitching in the sectors of chocolates, cakes, candies frozen
desserts etc can grab this opportunity by shifting the consumer habits.
Chocolate revolution
Mondelez’s brand ‘Cadbury’ in India changed the chocolate
demographics in 90s by their cleaver marketing campaign. The campaign with a
tagline “The Kid in us all” shifting the ideology of “chocolate is for kids”
which was deeply imbibed in the minds of the consumers. The campaign induced real
desire and the consumption per capita tripled in a decade.
Currently the Chocolate industry in India is around $2
Billion and is expected to grow substantially with a growth rate of 16% per
annum.
Ushering the Culture & Value proposition
Imbibing the Indian culture and the sacredness of sharing
love with sweets on occasions. Cadbury well targeted the sweets eros of the Indian
Market.
The brand’s modish tagline – “Kuch Accha ho Jaye, Kuch
meetha Ho jaye”.
The current shift of value sharing is truly aimed upon concreting
the brand’s equity. The brand’s campaign “Kuch meetha ho jaye” is seen as one
of the most influential campaigns in India.
Product Innovation
Combat to take up the traditional consumption habits was
never possible with an army and therefore they have big rivals like Nestle,
Amul, Mars etc who are equally active and can visualize the future market in
India. This has made fierce competition in Indian market, but Cadbury’s strong
brand image and innovative product offerings firmly holds them to their real
position
Cadbury’s smart adaptation has made their festive pack “Cadbury
Celebration packs” incredibly popular amongst in the Urban India. Now Consumers
started believing that celebration pack is as good as traditional sweet
gifting. But there is still there is a long way to go.
Published by Shakeb Fraz
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