Monday, June 15, 2009

Dollops : RIP (1989-1995)

Brand : Dollops
Company : Cadbury/HLL

Brand Analysis : 403

Dollops is another MNC brand that bite the dust in Indian market. This much hyped brand was launched in India in 1989 by Cadbury's in association with Brooke Bond. Dollops was one of the first high profile MNC brands to enter the Indian market.

Dollops gained instant consumer interest because of the endorsement from Cadbury's. The brand was positioned as a premium icecream and was able to make a significant hype during the launch.

Ice cream business at that time was dominated by local players and powerful brands like Kwality. Cadbury later found that the market was not as juicy as it thought to be. During 1993, Cadbury began the process of focusing more on its confectionery business.

This lead to the hiving off the unrelated businesses like ice creams. It was around that time Hindustan Lever Ltd began to aggressively pursue their interest in ice cream market. In an acquisition spree, HLL acquired Kwality and Dollops. Cadbury sold Dollops to HLL in 1993.

Typically, HLL played around with the brands it had acquired. HLL had its international Wall's brand which it was planning to launch along with Kwality and Dollops. HLL found that Kwality had a huge equity in the market and decided to keep that brand .

Dollops could not be fit into the planned portfolio strategy of HLL and had to be killed.By around 1995, Dollops was slowly eased out from the market.

Dollops had only a short life in the Indian market. Dollops shot into limelight only because of the Cadbury's brand endorsement. The brand was in a tough market which had even humbled the mighty HLL. For Cadbury's, Dollops became a liability when it chose to concentrate on its core business. For HLL, it was a costly exercise of killing a competing brand.

Dollops is a brand that failed not because of any product related reasons. Some of the flavors of Dollops were a hit with the consumers. It failed because of company related factors.

Picture courtsey : Business Line