Repositioning at Cadbury
Amul looking at the Indian market came to the conclusion that the chocolates in Indian market should not only positioned for children but for teenager and adults also.
They made advertising accordingly like they showed a young girl giving chocolate to her lover in the park.
It has punch line for various products as ‘A gift for someone you love’, ‘forget me not’, ‘I understand’, ‘I care’ etc. which can be used by anyone.
Cadburys has also been repositioning its products for children to adults and for celebrative occasions.
A repositioning campaign was arranged for dairy milk that showed adults doing unconventional things (like a lady breaking into a jig in the middle of the overflowing cricket stadium) driving home the message that adults could enjoy chocolate as well.
For 50 years, Cadbury's has successfully played the role of market leader and market maker by building brands that have a large base of loyal consumers.
The last few years especially, have seen the company invest heavily in the entire value chain to successfully combat competition and continually move the market to the next stage of evolution.
Nestles had build their brand base in coffee ‘Nescafe’ has recently introduced themselves in the market providing India with various taste in chocolate segment.
Similarly Amul brand initially providing themselves a firm base in milk and milk products has introduced in Indian chocolate segment in recent past providing Indian another brand to believe in for quality product.
Amul looking at the Indian market came to the conclusion that the chocolates in Indian market should not only positioned for children but for teenager and adults also.
They made advertising accordingly like they showed a young girl giving chocolate to her lover in the park.
It has punch line for various products as ‘A gift for someone you love’, ‘forget me not’, ‘I understand’, ‘I care’ etc. which can be used by anyone.
Cadburys has also been repositioning its products for children to adults and for celebrative occasions.
A repositioning campaign was arranged for dairy milk that showed adults doing unconventional things (like a lady breaking into a jig in the middle of the overflowing cricket stadium) driving home the message that adults could enjoy chocolate as well.
For 50 years, Cadbury's has successfully played the role of market leader and market maker by building brands that have a large base of loyal consumers.
The last few years especially, have seen the company invest heavily in the entire value chain to successfully combat competition and continually move the market to the next stage of evolution.
Nestles had build their brand base in coffee ‘Nescafe’ has recently introduced themselves in the market providing India with various taste in chocolate segment.
Similarly Amul brand initially providing themselves a firm base in milk and milk products has introduced in Indian chocolate segment in recent past providing Indian another brand to believe in for quality product.