Brand Case Study #16
Cadbury
Fuse is a fusion of peanuts, caramel and chocolate cream and it is Mondelez’s
fourth product launch of 2016 after the introduction of Cadbury Dairy Milk
(CDM) Marvellous Creations and CDM Silk Miniatures in India.
Priced
at Rs.20 for a 25-gram bar and Rs.35 for a 45-gram bar, Fuse takes the fight to
Mars Snickers that costs around Rs.35 for a 50- gram bar. While Snickers offers
a few more grams for Rs.35, Fuse is sure to be a hit with the value for money
proposition with its lower SKU.
Cadbury’s
Dairy Milk is the biggest chocolate brand in the country and its Cadbury 5Star
brand already dominates the non-premium bar chocolate segment. Mondelez
accounts for over 65% of the Rs.7,500 crore chocolate market in India.
The
company plans to maintain its leadership position in the Indian chocolate
market by focusing on segments where it’s doing well, while also launching new
brands in categories where others such as Mars Inc and Nestle India are
marketing aggressively.
Over the
last year Mondelez India spent more on advertising and marketing, ramped up its
launch scale, sharpened positioning on niche brands and piloted online sales to
propel growth.
Fuse TVC -
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While
Mondelez commands an 80% market share in Tablets, the ambition is always to get
there with the other product categories such as Countlines as well.
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