Cadbury Rolls Out Changes For Bournville, Dairy Milk Chocolate

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Mumbai: : In an effort to further consolidate its presence in the impulse market, Cadbury India Ltd has relaunched its chocolate brand Bournville recently. According to the company, this relaunch comes as part of the company’s overall strategy to leverage its presence in the chocolate category where the consumers’ choices and preferences keep changing constantly. Alongside, the company is also test-launching its flagship brand Cadbury Dairy Milk in a new packaging format, essentially targeted at the kids market in smaller towns.

Says Mr Sanjay Purohit, general manager, marketing, Cadbury India Ltd: “The new variant of Bournville is bitter yet mellow. This comes as an effort to cater to one of the new consumer flavours that we have identified in our extensive consumer studies”.

To leverage this proposition, the company is also in the process of lending a thrust at the retail end through innovative display and merchandising strategies. This will be aligned to the integrated communication strategies through various points of consumer contact. The present effort is also aimed at increasing the frequency of consumer interaction with the brands.

Further, according to Mr Purohit, such relaunches are also part of the company’s efforts to enhance the base of chocolate consumers across the country. “All such initiatives are integrated to our efforts to universalise chocolates”, he says.

According to Mr Purohit, the test-launch of Cadbury Dairy Milk is aimed at triggering consumption of branded chocolates in the kids segment in smaller towns. “Our focus will be on smaller towns where the kids audience belonging to SEC B and SEC C will form a core consumer base,” he adds.

According to the company, there is no substantial threat for branded chocolates from the unorganised players in the impulse markets of smaller towns. Therefore, the company claims that there is an opportunity in the segment that will be leveraged by the present initiative.

Adds Mr Purohit: “The emphasis will be on strengthening distribution, deepening presence and also initiating a strong drive amidst the small town audience to make chocolate consumption a preferred option”.