Friday, January 02, 2009

Cadbury Bournville : You Have to Earn It

Brand : Bournville
Company : Cadbury India
Agency : O&M

Brand Analysis Count : 368

On October 2008, Cadbury relaunched its Bournville brand of dark chocolates in India. Relaunched- because the brand has been in Indian market for over 30 years. But this brand was neglected . From my personal experience, I do not remember seeing this brand before it being relaunched.

Bournville is the name of a model village in England. This village has a strong association with Cadbury. According to Wikipedia, the village was set up by Cadbury when they relocated their chocolate factory there.

Dark Chocolate is a type of chocolate which is made by adding fat and sugar to cocoa. This is the type of chocolate where milk or milk additives are not added. Dark Chocolates are otherwise called Plain Chocolate. According to European standards, a chocolate must contain minimum of 43% cocoa to be considered as dark chocolate ( source :aalstchocolate .com)

In most of the global markets, dark chocolates are one of the fastest growing category . The growth is attributable to the health benefits of dark chocolates. Recently there were researches which stated that chocolates contain anti-oxidants and if taken in right quantities can be beneficial to health. Chocolate marketers took a marketing festival out of these research findings.

In India Cadbury relaunched Bournville brand for two reasons . Opportunity and Competition.

Mimicking the global trend, Cadbury also see a major opportunity in developing a new category of chocolates i.e Dark Chocolate Segment. In a market where 70 % share is owned by Cadbury, it feels that it is the right brand to develop the category. More over, the research findings about the health benefits also gives an additional marketing reason to develop this category.

Another reason for the relaunch is the competition that Cadbury face from the imported brands. Cadbury has lost its hold on the premium chocolate segment to imported brands. Now most of the retailers are stocking global brands like Ferrero Rocher, Mars etc. Customers are also preferring these global imported brands over the more familiar Cadbury brands.

Most of the global chocolate brands like Hershey , Ferrero etc are planning their entry to the lucrative Indian market. Recently the Mars group launched their brand Snickers in the Indian market.
This threat has forced the market leader to take a proactive defense strategy by creating new categories. By creating the new category of dark chocolates, Cadbury have the first mover advantage and also will be able to bring in freshness to the Cadbury umbrella brand.

Bournvilla is being positioned as the finest dark chocolate. The brand is currently promoted as the category innovator.
Watch the tvc here : Bournville

The brands says that one has to EARN this chocolate and not just buy it , referring to the quality of this chocolate. Bournville is made from the finest Ghana Cocoa beans and comes in four variants -
Rich Cocoa
Raisin & Nut
The brand is retailed for Rs 75 for 80 gms.

Bournville is targeting not all customers. This brand is for those who love chocolates. The brand is aiming the 20-30 yr old SEC A segment. This is a chocolate that one will indulge when they feel like indulging. Because this product tastes differently from ordinary milk chocolates, the brand will appeal to a select niche.

That is why the brand is asking consumers to follow a special brand ritual while eating Bournville. One has to first enjoy the darkness of this chocolate. Then place the chocolate bar near the ears and break one cube and hear that crisp sound. Then smell the chocolate for that special aroma. Then slowly eat the chocolate enjoying it slowly. .....

I think that the brand will have lot of initial sales because customers will test it because of the attractive price. Rs 75 is an attractive price which will enable consumers to test it. But whether there will be a repeat purchases will depend on the liking of the taste .