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    Cadbury Repositioning

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    grishma14
    Cadbury repositioned its Dairy Milk brand from targeting children to targeting adults. This helped boost slowing sales. The "Kid in all of us" campaign resonated with adults and was a major success. However, Cadbury's attempt to reposition its Gems brand failed to attract adults or provide a compelling reason to purchase the product. The Gems repositioning did not achieve the desired results.

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    Cadbury Repositioning

    Uploaded by

    grishma14
    59 views17 pages
    Cadbury repositioned its Dairy Milk brand from targeting children to targeting adults. This helped boost slowing sales. The "Kid in all of us" campaign resonated with adults and was a major success. However, Cadbury's attempt to reposition its Gems brand failed to attract adults or provide a compelling reason to purchase the product. The Gems repositioning did not achieve the desired results.

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    246081368-cadbury-repositioning

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    Cadbury repositioned its Dairy Milk brand from targeting children to targeting adults. This helped boost slowing sales. The "Kid in all of us" campaign resonated with adults and was a major success. However, Cadbury's attempt to reposition its Gems brand failed to attract adults or provide a compelling reason to purchase the product. The Gems repositioning did not achieve the desired results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    59 views17 pages

    Cadbury Repositioning

    Uploaded by

    grishma14
    Cadbury repositioned its Dairy Milk brand from targeting children to targeting adults. This helped boost slowing sales. The "Kid in all of us" campaign resonated with adults and was a major success. However, Cadbury's attempt to reposition its Gems brand failed to attract adults or provide a compelling reason to purchase the product. The Gems repositioning did not achieve the desired results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Brand Repositioning:

    Cadbury
    Name Enrolment Nos:
    Rahul Shrivastava 12BSP0950
    Sanket Jakkanwar 12BSP
    Saurabh Singh 12BSP
    Yogesh Shitole 12BSP
    Sudhanshu Mishra 12BSP1264
    Tanushree Borkar 12BSP1318
    Index
    1. Repositioning of Brand 6. Cadbury Dairy Milk
    Cadbury
    7. Cadbury Gems
    2. Why Brand
    Repositioning? 8. Cause and Effect of
    Repositioning
    3. Timely Repositioning
    9. Success/Failure of
    4. Changing the Target Repositioning
    Segment

    5. Decision Concerning
    Repositioning
    Repositioning of Brand Cadbury

    In marketing positioning means the process by which


    marketers try to create an image or identity in the minds
    of the target market for its brand, product or
    organization.
    Repositioning on the other hand involves changing the
    identity of the product, relative to the identity of
    competing products in the collective minds of the target
    market.
    Examples: Airtel, Vodafone, Maggi Noodles, etc…
    Why Brand Repositioning?

    Not to beat off competition;

    Sales increasing but at a slow pace;

    Segment not big enough to provide faster


    growth.
    Timely Repositioning

    "If a brand does not reposition at the right time, it may


    not get a second chance"

    The company decided to reposition the brand in a


    timely manner and target new market segment. This
    decision was taken in lieu of the lagging sales.
    Changing the Target Segment

    Shifted focus from its traditional market segment


    of children towards new market segment of adults.

    Depending on children as market was risky.


    Decisions Concerning Repositioning

    Strength of the company

    Competitive context

    Consumer perception
    Cadbury Dairy Milk

    “Kid in all of us”

    “Spontaneous joy” (girl dancing in the cricket field)

    “Real Taste of Life”


    A girl is shown breaking the security barriers and entering the
    cricket field to celebrate the victory of the country in the cricked
    match under the tag line “Kuch Khaas Hai Zindagi mein”. This
    campaign went on to be awarded 'The Campaign of the Century',
    in India at the Abby (Ad Club, Mumbai) awards.
    Cadbury Dairy Milk

    “Khaane Waalon Ko Khaane Ka Bahana Chahiye”

    “Kuch Meetha Ho jaye”

    “Pappu Paas Ho gaya”

    “Radha Miss Palampur ban gaye “

    “Meetha hai Khaana aaj pehli tarrekh hai”


    Cadbury Dairy Milk

    After capturing most of the adult market segment


    it seemed like Cadbury’s had done it all but still it
    came up with a new ad campaign, this time
    targeting the festivals through ads like

    “Is Diwali aap kise khush kar rahe hain”

    Sister tying rakhi to her brother and receiving a


    box of chocolates in return.
    Cadbury Dairy Milk

    Cadbury’s Dairy Milk Silk chocolate range

    “Shubh Aaarambh”
    Cadbury Gems

    Surprising decision to reposition Gems.

    Reasons:
    Sales have reached maturity point;

    Market expansion
    Cadbury Gems

    The move is fueled by two ad campaigns:


    oGems Sculpture;
    oGems Lady

    " Raho Umarless"

    Another perspective is that the brand brings out


    the child in you.
    Cause and Effect of Repositioning
    Cadbury Dairy Milk Cadbury Gems

     On top of the pile.  Not been able to achieve


    desired results.
     Overwhelming market
    share of 70%.

     Sales shot through the


    sky.
    Success/Failure of Repositioning
    Cadbury Dairy Milk Cadbury Gems

     Resounding success  Failure

     Ad campaign was spot on  Weak attempt to attract


    adults

     Proper logic  Salient features missing

     Reason to consume the  Did not provide any


    product compelling reason to buy
    the product.

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