The chocolates available in India
are largely of two categories: Countline and tablets. Both the spaces have
witnessed taut competition over the years. The impulse countline market is nine
times higher than tablet market. Cadbury Dairy Milk is the undeniable leader in
the tablet space. Moreover, Mondelez International, the parent company of
Cadbury owns the illustrious brands in the countline category like 5 Star, Perk
etc.
As the consumer in our day is
attracted towards premium products, Cadbury also thought of giving a try. The
first premium offering came by the way of Cadbury Silk premium tablets. The positioning
of the brand was ‘FOR US’. Following the success of the same, they launched
Cadbury Celebration which also tasted success. The other category countline is dominated by
Snickers. Thanks to the Indian diaspora who democratised Snickers in India.
Snickers was positioned as a ‘hunger – satisfier’ and energy source was well
accepted across the country.
Cadbury very recently launched
their premium version in countline category i.e. ‘Cadbury Fuse’. Unlike
Snickers, Fuse positions itself as a ‘For Me’ product. Since it is a premium
product the segment is not the habitual ones but of a higher class. The product
is also priced a bit higher than competition. A 15gm of Fuse costs Rs. 15 while
a 45 gram costs Rs. 35. Company tries to differentiate the product through its
taste. Fuse is a fusion of crunchy peanuts, smooth caramel with a creamy
centre, all coated in rich Cadbury milk chocolate. As the consumer indulgence as well as
individualistic consumption has increased, the market for this category is seen
to rise.
The initial launch was done via
Snapdeal, before it reached the retail outlets. Even though, the premium
countline space is not cluttered I am doubtful whether Cadbury can repeat the
success of Cadbury Silk. To woo the customers they have planned for a 360 degree promotion. The TVC has been released recently which matches with the positioning statement.
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