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Part - IV

The first two additions to the Cadbury Megabrand family were Fruit & Nut in 1928 followed by WholeNut in 1933. The family has since been extended and there are now 10 varieties of Cadbury Dairy Milk bars in the range. In India Cadbury dairy milk is the most loveable one for kids as well as grown ups available in various sizes and prices.
Advertising highly influences consumers due to its brand ambassador Amitabh, jingles and also concentrates on emotional advertisements. Nestlé's liquid paste format Chocostick, priced at Rs 2 a unit, has been a runaway success and Cadbury countered Nestlé's Chocostick with a similar offering - Chocki. The mass market is categorized by Rs 5-10 price points, and according to industry data, this segment accounts for 70 per cent of overall chocolate sales in the domestic market. Urban penetration of chocolates among adults is just about 15 per cent in India, according to industry estimates.

Cadbury Heroes was launched in September 1999 meant for everyone, Tiny little bits of fun for everyone to share. A mix of Cadbury bars packed in a tub format that is ideal for informal everyday sharing. Consumers love to rummage and scrimmage in the tub to find their favourites. Includes Cadbury Dairy Milk, Cadbury Dairy Milk with Caramel, Cadbury Dairy Milk Whole Nut, Twirl, Time Out, Dream, Fudge, Crunchie, Picnic, Nuts About Caramel. Consumers love the brand - it's perceived as more fun, up-to-date and great for younger people.

It was launched in September 1999 in UK with the "People Magnet" campaign that features famous heroes being attracted to the tub. In 2002, a new campaign was introduced which showed adults in everyday situations sharing Heroes and having a "Tiny little bit of fun.

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* Contributed by -
Dr. K. S. Chandrasekar
Institute of Management in Kerala,
University of Kerala, Trivandrum,
Ms. Sumi Suresh,
School of Management and Business Studies,
M. G. University, Kottayam