In that 3-4 min feature a few things clearly stood out for me. These were,
1. Cadbury has launched two new products / variants in the last two years just around the new year
2. They have intentionally maintained pricing almost the same for all products / variants, "line pricing", this according to them should help the consumer 'sample' all variants. Apparently, they tried this for the first time with the launch of Bournville in 2009 and it worked very well.
This interested me the most on that feature. It seems like a good idea to encourage trial of a particular product or variant when multiple variants exist. The challenge however will be to move the consumer from trial to actual choice based consumption.
3. They have invested some money in developing an infrastructure that supports the distribution of newer products / variants (transportation / temperature controlled units, etc,.)
4. Dairy Milk Silk is supposed to be a premium variant of Dairy Milk
Assuming chocolates today are bought either for personal consumption or for gifting, if I were a part of the marketing team at cadbury, i'd have liked to have the launch of silk / bournville in India around Diwali. I just thinking it would have generated far better results than the Jan launches for both end objectives (personal consumption and gifting). It is just that much more apt a timing to encourage purchase of newer and specially more premium variants coz frankly Cadbury has just been sitting on its rear end for too long in India and they have created opportunity for smaller players to come in and take a share of the larger pie.
Market today is shifting / has shifted to premium imports that are commonly available. With far more percieved value when it comes to the recipient of the these also tend to put the person giving the gift in better light.
Assuming chocolates today are bought either for personal consumption or for gifting, if I were a part of the marketing team at cadbury, i'd have liked to have the launch of silk / bournville in India around Diwali. I just thinking it would have generated far better results than the Jan launches for both end objectives (personal consumption and gifting). It is just that much more apt a timing to encourage purchase of newer and specially more premium variants coz frankly Cadbury has just been sitting on its rear end for too long in India and they have created opportunity for smaller players to come in and take a share of the larger pie.
Market today is shifting / has shifted to premium imports that are commonly available. With far more percieved value when it comes to the recipient of the these also tend to put the person giving the gift in better light.
In today's India even school kids recognize this brand of choclates shown to them despite the blurring of the image and what do have cadbury launching? A premium variant of its not so premium brand dairy milk, what sense does that make? If Cadbury has a line of products that are internationally available and not yet in India, its about time they brought them down.
The other opportunity that cadbury might have lost out on is customized gifting and that is precisely where you see a whole lot of smaller players operating and doing fairly well on a regional / limited geographical basis.Does Cadbury consider these competition? Can a large setup like a Cadbury India offer something on their lines? Can they leverage the brand equity that has been built for them over the years or will that actually become a hurdle? Is customization even a business they wanna get into? Well, these questions that only the folks at Cadbury can answer.
No comments:
Post a Comment