Archive for April, 2011


Dairy Milk vs The Indian Sweet

That is one dangerous path Dairy Milk is treading to. The new campaign shows the company’s intention to replace chocolate with traditional sweets. The advertisements have also used a typical family scene where Dairy Milk is served after food as dessert. This is a shift from the company previous strategies where Dairy Milk was a chocolate for a special occasion.

The company has, for long now, tried to win over the Indian consumer. But chocolate, in India, is still an impulse purchase and this is an attempt by Cadbury to convince housewives to stock chocolate at home. I feel this is a shift towards chocolate being accepted in the main stream. There are some hurdles of course.

In India chocolate has an image of being consumed by children and not meant for adults. Cadbury, the market leader in this category, has tried to expand the market with its ‘Kya swaad hai zindagi mein’, ‘Khaane ka bahaana’, ‘Shubh arambh’ and ‘Kuch meetha ho jaye’ campaigns. Its communication strategy has been trying to overcome this hurdle and it has been partially successful.

Secondly, sweetmeats prepared with milk, sugar and ghee are considered to be full of goodness. There are emotions attached in preparing and serving sweets and it is an inherent part of our culture. The new campaign has tried to touch upon these aspects as well.

Lastly, the Indian consumer is becoming health conscious by the day. As a result there are chances of a decrease in the size of this category. Chocolate as such is not considered very healthy. This is one aspect Cadbury needs to look at. Product innovation might be the key here. Launching light and variants for the calorie conscious might help.

Overall, I feel this is a smart move by Cadbury. While the older generation might not like the idea very much, but there will be an acceptance among the youth. Certainly, not a bad strategy at all if one looks at the longer term.

Mirk

Other Posts:
Coke’s Nestea
Nokia vs Micromax
7Up vs Sprite vs Moutain Dew
Britannia vs Kelloggs
Coke vs Apple
Tang vs Fanta
Samsung vs Voltas

My favorite of the month

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7 Up vs Sprite vs Mountain Dew

2 brands belong to Pepsico and 1 to Coca-Cola. What all 3 have in common is that they all belong to the same category and the same carbonated drinks segment. While there is a fight amongst the brands to be on top of the minds of the consumers, their similar communication strategy might confuse them.

Mountain Dew has a certain advantage here. With its extreme sporty image the Pepsico brand has positioned itself well among the youth. With a hint of caffeine in the drink, it has differentiated well from the other 2 brands. Salman Khan, being the brand ambassador of the brand goes well with the personality of the brand.

Sprite, that had been doing well for a long time is losing its way. From its original communication strategy of being just a thirst quencher and no “bakwaas” it has moved to university of freshology which is giving “gyan” to the people who drink sprite. The Coca-Cola product has been positioning itself as a no-nonsense drink for so long. The earlier campaigns ‘Sprite Bujhaye Only Pyaas, Baki All Bakwaas’, ‘No Gyan – Only Sprite’ and ‘Seedhi Baat, No Bakwaas, Clear Hai!’ had worked well for the brand. There was no reason for the brand to take this new path. I don’t think the consumers will react positively to this new campaign.

7-Up has also come out with a new campaign with Sherman Joshi as its brand ambassador. It is based on the theme ‘Gussa Hatao, Chill Machao’. The campaign looks fine with its real life like moments of sudden provocation and with Sherman Joshi using his wit and 7-Up to cool the person off. But I feel with this campaign the Pepsi brand has narrowed its focus. 7-Up is what I would want to have when I am angry. Will this click for 7-Up is left to be seen? As it is Pepsico has been struggling with the positioning of 7-Up (due to a similar brand in its portfolio) for quite some time now.

Mirk

Other Posts:
Cadbury Dairy Milk
Coke’s Nestea
Nokia vs Micromax
Britannia vs Kelloggs
Coke vs Apple
Tang vs Fanta
Samsung vs Voltas

My favorite of the month

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