5. Brand Promise Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic . CDM is Chocolate
6. Brand Character Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness (fun, wholesome, reliable), to the personal values of individual enjoyment. It stands for goodness.
36. Parallel initiatives Beefed up distribution system (grown by over 60% over past 5 years) Increased points of contact (Bringing CDM closer to the consumer)
44. CDM in 2002 I eat CDM when I am happy, sad CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion Consumer Speak Insight The Brand Platform I need a friend who sees me through all my emotions CDM uplifts my spirits like a true friend
47. A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment. Scott Falgo
48. Bonding Advantage Performance Relevance Presence Commitment to the brand - India CDM Intl. Choc. Brand in India Source: IMRB U&A Study
49. CDM India – a global benchmark Today, India is the second largest market for CDM in the world The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.
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53. As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter whether it’s Indian or not
56. Opportunity The traditional sweet market in India is worth a whopping Rs. 11,000 crore (3.5 times Australian chocolate market) .
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58. SET 2 Regular users Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users SET 1 Infrequent Users The twin tasks for CDM