Perk your spirits with Glucose Energy: A case of new produc in chocolate industry On the pleasant evening of November 15, 2011, Mr. Nikhil Avasthi, Brand Manager, Cadbury India Ltc., sat in his office, reviewing the product performance report of their new product, Perk with Glucose Energy (PGE), submitted by his team. It had been exactly two years since the product was launched in the Indian market, PGE was a unique product as it offered chocolate taste and flavour coupled with benefits of glucose energy. Cadbury had already consolidated its position in the chocolate industry, with 70 per cent share of the INR 2000 crore chocolate industry and well established brands like "Dairy Milk", "Five Star", and “Bubbalo" in the chocolate and bubble gum category respectively. ‘The company witnessed a double-digit growth between the years 2005-2008, prior to the launch of PGE, In 2005, it had a tumover of around Rs 875 crore, while in 2008 the company registered a turnover of Rs 1,587 crore.’ With the launch of the new product, “Perk with Glucose energy”, the company aimed to tap the chocolate wafer segment targeted towards the youth. The 21gm PGE pack was priced at INR 5 and the 7.5 gm pack at INR 2. The original Perk, launched in 1996, was gradually phased out by the company.? Since its launch, the company had been keeping a close track of how the product had been received in the market and what was the consumer attitude and response towards the new product, As Mr. Avasthi read through the report on PGE, the following questions arose in his mind: * press Trust of India (2008), “Cadbury launches ‘perk with glucose energy’ chocolate," Daily News & Analysis, November 9, 2009, http://www dnaindia.com/money/report_cadbury-launches-perk-with-glucose-energy- chocolate 1309244, accessed on June 10, 2011 ® press Trust of India (2008), “Cadbury launches ‘perk with glucose energy’ chocolate," Deccan Herald, November 9, 2009, htto://www.deccanherald.com/content/3503 energy html, accessed on June 10, 2011, Authors: Professor Dheeraj Sharma and his research assistants Nishima Chowdhri, and Anil Kashyap at Indian Institute of Management-Ahmedabad. This case has been prepared this case solely as a bosis for academic class discussion. Authors do not endorse the product in anyway. ‘Acknowledgement: The authors would like to thank Mr. Kartik Mahadev (Brand Manager, Cadbury India Ltd, Cadbury Perk with Glucose Energy) and Mr. Sushil Jhangiani (Visiting faculty at IM Ahmedabad) for their support extended during the course of this case study.nm to use an exis inal PERK brand? 1) Was the company right in its decisis ing brand name for its new offering? Was it a good decision to phase out ori 2) Whether to market PGE as a UNIQUE product or market it as a variant of chocolate, a. Did the company select right target segment for PGE or were there any other potential segment as well? different from the b. Was the positioning of the product appropriate? How was positioning of the original Perk? Was it correct to change PGE’s positioning within a short span of time? c. What was the message delivered by the communication campaigns of PGE and in what way were they different from the campaigns of the original Perk? 3) From medical and health perspective, is chocolate a good product or not? Chocolate industry in India The chocolate industry in India was valued at INR 3000 erore in 2010, with an annual growth rate of 15 to 20 percent? The two major players in the industry are Cadbury and Nestle, having a market share of 70 percent and 20 percent respectively.’ The different forms in which chocolates are sold are bars or moulded chocolates (Dairy Milk, Amul ete.), count chocolates (Five Star, Kitkat, Perk etc.), panned chocolates (Gems), Eelairs, and assorted chocolates. Chocolate consumption is largely restricted to urban market, with 70 percent of chocolate sales taking place in urban areas. Chocolate is more of an impulse buying category * Shukla, G. and A. Subramanian (2012}, "Change at the chocolate factory,” Business Today, February, 19, 2012, bittp://busines ry/kraft-takes-over- -india-changes/1/21920.html, accessed on April 12, 2012 * Anonymous (2011), “Chocolate sector hits high growth in packaged food but lacks Indian brand,” FnBnews, June 27, 2011, http://www {nbnews,com/article/detnews.asp?articield=30106§ionid=1, accessed on July 26, 2011, Anonymous (2012), "Chocolate sector hits high growth in packaged food but lacks Indian brand,” Fn@news, June 27, 2011, http://www {nbnews.com/article/detnews.asp?articleld=30106§ionid=1, accessed on July 26, 2011,and at least 75 percent of chocolate is purchased impulsively.° Some key growth drivers behind the rising chocolate market are increase in income levels, consumer preference shifting from traditional sweets to chocolates, tradition of gifting sweets on festive occasions in India, and attractive pricing.’ In the last few years, the market for premium chocolates is, also rising slowly and steadily and holds a 10 percent share of the total chocolate market. The average price of premium brands is INR 100 and above. Some of the brands operating in the premium chocolate segment are Lindt, Ferrero, Mars, Godiva, Hershey’s etc.® History of Cadbury” In 1824, John Cadbury - the founder of Cadbury, began selling tea, coffee, cocoa and drinking chocolate, as alternatives to alcohol, at 93 Bull Street in Birmingham, England, All the items were produced by John himself, with the help of pestle and mortar. In 1831, he moved into the production of a variety of cocoas and drinking chocolates from a factory in Bridge Street. In 1861, his sons took over the business and worked hard to keep the business going. ‘The Dairy Milk bar was launched in 1905 and became the company’s best selling product by 1913. Several other products were launched over the next thirty years and soon, Cadbury became the br nd leader in UK. In 1969, Cadbury merged with the drinks company Schweppes to form a new entity that was known as Cadbury Schweppes. However, the entity was separated in 2008. In 2010, Cadbury was acquired by Kraft Foods, which is the largest Confectionery, Food, and Beverage Company in the world. Kanwar, D. (2012), “Sumptious story ahead for chocolate, predicts study,” Business Standard, June 21, 2011, http://www .business.standard.com/india/news/sumptious-story-ahead-for-chocolate-predicts- study/439904/, accessed on July 26, 2011 ” Anonymous (2011), “Chocolate sector hits high growth in packaged food but lacks Indian brand,” Fn8news, June 27, 2011, http://www. fnlbnews.com/article/detnews.asp2articleid=301068sectionide1, accessed on July 26, 2011 Anonymous (2010), "Premium chocolate market rising in india,” Newzglobe, September 10, 2010, .ticle/20100910/premium-chocolate-market-rising-indla, accessed on July 26, 2011 * Company website: http://www.cadbury.co.uk/cadburyandchocolate/ourstory/Pages/ourstoryFlash.aspx. accessed on June 14, 2011Cadbury had its operation spread across multiple locations such as UK, USA, Australia, New Zealand, and India, with the company headquarters in Cadbury House in the Uxbridge Bu \ess Park in Uxbridge, London Borough of Hillingdon, UK, Cadbury India!” Cadbury India began its operations in 1948 by importing chocolates. After 60 years of existence, the company now owns five manufacturing facilities at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. Cadbury India has its presence in five categories, namely Chocolate Confectionery, Beverages, Candy, Gum, and Biscuits category. In the Chocolate Confectionery business, Cadbury had maintained its undisputed leadership over the years, Some of the key brands in India are Dairy Milk, 5 Star, Per , Belairs, and Celebrations. In the beverages ‘segment, Cadbury's main product is Bournvita. This category is primarily known as malted food drink category. Chocolate Market Some of Cadbury's chocolates that have a strong brand recall are Dairy Milk, 5 Star, Perk, Gems and Eclairs (exhibit 1 presents the chocolate product portfolio of Cadbury), Dairy Milk was launched in the Indian market in 1948. As time passed, it was launched in different variants such as Fruit & Nut, Crackle, and Roast Almond. 5 Star, launched in 1969, was Cadbury’s second largest selling chocolate after Dairy Milk. The other variants available were 5 Star Crunchy and 5 Star Fruit & Nut, Perk was introduced in the Indian market in 1996. With time, Perk was unveiled in two new offerings ~ Perk XL & XXL. Gradually, Perk was also introduced in other varieties like Perk Minis, Ulta Perk, and Perk Poppers. *® Company website: http://www.cadburyindia.com/in/en/About/ourbusinessinindia.aspx, accessed on April 12, 2012Goms came into the Indian market in 1968, It was uniquely positioned because of its chocolate taste and colourful buttons. It always had fun and enjoyment as its proposition in all its communication. It was also introduced in the form of Fruity Gems later on. Malted Food Drink Market In malted food drink, Cadbury's flagship brand is Bournvita, In 2008-2009, the malted food drink market was well over INR 2000 Crore.'' Cadbury's main competitor is GSKCH, with its eminent brands such as Horlicks, Boost, and Maltova, Cadbury launched Bournvita in 5 Star flavour as well to leverage the rich chocolate and caramel flavour, Candy, Biscuits, and Gum Market In the candy category, with its brand Halls, Cadbury’s presence in Indian market was limited to cough drops. Halls was first introduced in India in 1968 and became a popular therapeutic candy, It came under the umbrella of Cadbury in 2003 as part of global merger with Adams Confectionary, It was originally introduced in the mentho-lyptus flavour and from time to time, new flavours were launched such as orange, ginger, and lime menthol In the first quarter of 2011, Cadbury introduced its internationally popular biscuit brand, Oreo, in India. This delicious combination of dark chocolate and vanilla cream targeted the urban and semi-urban markets. Bubbaloo, the bubble gum product from Cadbury stable, was launched in India in 2007. It stood out in the market because of its unique flavoured liquid filling, Even its tagline of “Juicy Masti” became synonymous with the flavoured fun in bubble gums. Customization of Chocolate: Cadbury’s Positioning * Pande, S. (2009), "67% market share but still insecure,” Business Today, August 9, 2009, hhtto://businesstoday intoday.in/story/67; -share-but-sti /4a53.htmi, accessed on July 7, 2012The taste of chocolate in India was very different from the taste of chocolate in Western nations. Even the consumpt n pattern of chocolates in India was somewhat different from the western world, While the per capita consumption of chocolate in developed markets stood at 11 kg, it was a paltry 165 gram in India.'? Cadbury customized the chocolates keeping in mind the Indian market and was a pioneer in developing chocolate eating habits in the Indian customers, It actually set up a benchmark in the Indian chocolate market through its innovative product offerings. It emerged as the dominating player in the chocolate market as its chocolates’ were at par with the tastes of the Indian masses. With the help of its focused communication strategies, Cadbury India created a strong positioning in the mind of the consumers. Cadbury positioned itself to be a product for almost all demographic segments. Cadbury was successful in attaining a share of consumer’s mind and repositioned some of its, chocolate brands to retain and rejuvenate customer interest. With the dawn of the new century, Cadbury presented itself as a replacement of traditional Indian sweets and developed the concept of gifting chocolates on festivals and special occasions. It further extended the concept of gifting chocolates to social gatherings and parties, thereby portraying it as an all- year-round gifting option.'? Thus, Cadbury cashed in all the celebration moments through its clever advertising campaigns. Its Celebrations range held a market share of 6.5 percent.'* Replacement of traditional mithai with chocolates provided the chocolate industry a huge impetus. The product usage width was broadened and the market was expanded beyond the ——narrow-segments-of festivals-and-special- occasions Internationat-premium”brands-suchas——— Lindt, Hershey’s, and Ferrero Rocher are some of the major competitors in the chocolate gifting segment.'> Furthermore, recent research contends that consumption of chocolate results in significant health benefits. Among others, chocolate helps in reducing stress levels, lowers blood Fishbein, J. (2008), “Chocolatiers look to Asia for growth,” Businessweek, January 17, 2008, t://ww. busin iz/content/jan2008/gb20080117 692876.htm, accessed on July 10, 2011 ® seshan, G. (2007), “Learn the art of gifting, Cadbury way,” Rediff Business, October 10, 2007, http://www rediff.com/money/report/cad/20071010.htm, accessed on July 19, 2011 ™ Chandran, A, (2007), "Cadbury hopes to cash in on year-round Celebrations,” Livemint, September 9, 2007, bhttp://wrw livemint.com/2007/09/09235840/Cadbury-hopes-to-cash-in-on-ye.himil, accessed on July 19, 2011 * Chandran, A. (2007), "Cadbury hopes to cash in on year-round Celebrations,” Livemiint, September 9, 2007, bhttp://wwrw-livemint.com/2007/09/09235840/Cadbury-hopes-to-cash-in-on-ye.himl, accessed on July 19, 2011pressure, reduces risks of heart disease, protects liver from damage, and prevents clot formation.'® Cadbury Reinvention Cadbury kept reinventing itself from time-to-time. At times, well-known Bollywood celebrities were used for a new product launch and at others, common faces were used. Cadbury promoted its brand with the help of emotional appeal in its advertisements. All its campaigns promoted the spirit of family bonding, friendships, and spreading happiness.” Emotions were the bestselling tool that had been widely used time and again by the marketers to capture the hearts of the consumer.'* Cadbury had extensively used such emotional themes to retain as well as win new customers. In depth understanding of customer media usage pattern and an intelligent selection of media mix made Cadbury a household name. Some of its advertisements became very popular among cach of its target segment, Over the last few years, perception of chocolates has changed from being a lavish and premium product to everyday consumption product. Customers did not need any particular imomients for buying and consuming chocolates, yet Cadbury gave consumers many reasons to savour chocolates, Cadbury kept launching new products at regular intervals, extended existing products, or/and re Iaunched the products. Success of Cadbury’s campaign was in successful match between communication strategies and product characteristics, Marketing campaigns were fresh and innovative piquing consumer curiosity and reviving interest in chocolate consumption, For Cadbury’s competitors, it was a challenge to match up its fresh and innovative ideas. *“ anonymous (2012), “Chocolates loaded with health benefits,” The Times of india, April 19, 2012, httoy/fatticles.timesofindia indiatimes.com/2012-04-19/health/31254418 1 dark-chocolate-cocoa-powder- flavonoids, accessed on April 21, 2012 ™'saxena, K. (2012), “Chocolate trumps mithai in India,” The Times of India, May 22, 2012, htpu/articles.timesofindia,indiatimes.com/2012-05-22/food-reviews/31475930 1 chocolate-desserts-head- ‘chocolatier-chocolate-cake, accessed on May 29, 2012 ** fzersk, R. W. and J. 0. White (1986), “Understanding and using emotions in advertising,” Journal of Consumer Marketing, Vol. 3 (4), pp.57 ~69In general, chocolate differentiation was possible in taste, flavour, and few ingredients. Thus, Cadbury's product range harmonized with the taste that the Indian masses desired in chocolates by varying taste, flavour, and ingredients. For most of its chocolate products, it was never a challenge for Cadbury’s management to define the target segment for its products as the products were marketed to all consumer segments. But in case of Perk with Glucose Energy (PGE), segmentation mattered. Glucose E offered a was something which was consumed for instant energy in human body. Thus, PG unique product that was not just chocolate. It could be a snack, energy supplement, or/and indulgence. According to Anand Kripalu, MD, Cadbury, PGE was a unique product developed by the Cadbury India Science & Technology team especially targeting the youth to satisfy not only their snacking needs but also energy needs. Thus, Chocolate with glucose can be considered to be unique product with new value proposition, i.e. glucose, thus making it important to redefine the segment. Overall, PGE’s su this product.'? would depend on the consumer acceptance for Cadbury Perk and its line extension “adbury Pork A pretty teenager, a long line, and hunger! - That was how Cadbury launched its new offering; Cadbury Perk in 1996, ‘The product offering consisted of light chocolate over crisp wafer coating. Cadbury Perk targeted the casual snacking market that was dominated primarily by chips & wafers. Essentially, it was portrayed as a quick light snack. Its advertising campaigns, featuring vibrant, mischievous teenagers who were stuck in hungry situations and survived with the “anytime, anywhere” Perk, ensured that the brand gained popularity among its targeted segment — the teenage youth, * anonymous (2010), “Cadbury launches ‘Perk with Glucose Energy”, Business Digest, January 2010, http://www businessdigestmagazine.org/wo-content/uploads/2011/02/Business-Digest-January 2010.odf, accessed on June 5, 2012 *° company website: http://www.cadburyindia.com/brands/choco3.asp, accessed on June 11, 2011 http://www. innovation.cadbur 1%, accessed on June 11, 2011 > /allaboutus/ourbrands/otherf (chocolate/Pages/P.Raageshwari (famous Indian youth celebrity) was the first celebrity featuring in the first commercial of Perk. Soon, Cadbury Perk came to be recognized as the new mini snack in town, Even the proposition of "Thodi si pet pooja helped the brand in defining its role in the category. As time progressed, the messaging also underwent changes to keep in line with the changes in the consumers’ lifestyle. To keep in syne with the core values of the brand, bubbly and vivacious Preity Zinta (famous Indian film actor) was roped in as the new face of Perk in the ‘hunger strike’ commercial, With the dawn of the new millennium, Cadbury Perk moved to a "Kabhi bhi kaise bhi (anytime and anyhow)” positioning, depicting that the desire for Cadbury Perk could strike anytime and anywhere instead of just hungry situations. As time passed by, the product offering also witnessed numerous variations. The value-for- money brands, such as KitKat and Munch from Nestle’s stable, intensified competition in the wafer chocolate segment. The data (in terms of sales and volumes) for the overall chocolate category and for the coated wafer biscuit sub-category is given in exhibit 2. Sales figures are also mentioned for the top three brands in the coated wafer biscuit segment i.e, Perk, Kitkat and Munch. Cadbury Perk too kept innovating with changing times and launched products such as Perk | XL, Perk XXL, and Perk Slims for its consumers, The temptation to have more of Cadbury ‘Such a low price-point offering helped Cadbury to keep pace with the fast evolving market. In 2004, with an added dose of ‘Real Cadbury Dairy Milk’ and an ‘improved wafer’, Perk | became even more irresistible. ‘The product was supported in the market with a new look and a new campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola de' becoming the new mantra for Cadbury Perk. Sales volumes for the different in exhibit 5. variants of Perk are giver In 2006, Cadbury Perk added yet another feather in its cap. It came up with a first-of-its kind product concept and launched the reverse chocolate - one with choco-eream inside and water outside. Named as ‘Ulta Perk’ (Ulta in Hindi means reverse), it sueceeded in catching the imagination of the youth again, Besides garnering ad jonal market share, it also. grew mother brand Perk! Exhibit 3 showeases the variations that have taken place in Perk product | range over the years. Exhibit 4 highlights the different pos ng strategies adopted by Perk | since its launch, With changing produet lines, the company also revamped its packagingtechniques. When Perk XL was launched, it came in a blue wrapper. Later, the packaging was changed to a combination of yellow and purple wrapper. Over the years, several other leading bollywood ladies, such as Amrita Rao, Gayatri Joshi, and Genelia D’Souza, appeared as the face of Cadbury Perk. Competitor Nestle is the other major player operating the in the wafer chocolate segment (also known as Coated Water Biscuit), apart from Cadbury. About Nestle”! Nestlé first started trading with India in 1912 as The Nestlé Anglo-Swiss Condensed Milk Company (Export) Limited and imported and sold finished products in the Indian market. After India attained its independence in 1947, the Indian Government designed such economic policies that emphasized the need for local production, In response to these policies, Nestlé formed a company in India. Its first factory was set up in 1961 at Moga, Punjab, as the Indian Government wanted it to develop the milk economy in the state. It has been nine decades since Nestlé has partnered India in its growth story and has built a relationship of trust and commitment with the Indian customers. The products manufactured by Nestlé India are of truly international quality and are marketed under internationally famous brand names such as Nescafe, Maggi, KitKat, MilkMaid and Nestea, Nestlé’s presence in the Wafer Chocolate Segment Nestle has two major product offerings in the wafer chocolate segment, namely Kitkat and Munch (exhibit 6). KitKat — Kit Kat was launched in India in 1995. Smart marketing and product novelty made the brand an instant hit, Kit Kat was launched as a wafer biscuits covered in chocolate. Till then, only wafer biscuits had been available in the market. Kit Kat was launched as a youthful vibrant snack, with the positioning of anytime snack (similar to Perk), The differentiating factor of KitKat was its product form, i.e. the finger shaped wafer bar. Besides the shape, Kit * Company website: http://www.nestle,in/aboutus/Pages/AllAboutNestl% DAIRY Mrz pg Narr: esas Exhibit 2: Sales and Volume data for the Chocolate category and Coated Wafer Biscuit sub- category” All India (U¥R) 2008 2009 2010 CHOCOLATE | 56,456,902 [61,704,767 | 81,502,199 COATED ISC--18;315;607-18,788;800} 26,189;50 MUNCH Mother Brand | 7,486,797 | 7,866,792 | 10,568,574 KIT KAT Mother Brand | 5,800,118 | 5,966,163 | 7,027,568 PERK Mother i Sales Volume (KG) Brand 4,452,406 | 4,053,713 | 6,046,176 CHOCOLATE | 20,924,192 [25,493,461 | 34,782,078 ‘COATED WAFER BISC | 5,702,837 | 6,480,172 | 8,300,144 Value Offtake (000 Rs.) 2,330,951 | 2,655,275 | 3,384,057 MUNCH » Email Communication with Kartik Mahadev (Brand Manager, Cadbury Perk with glucose energy) on August 3, 2011Mother Brand KIT KAT Mother Brand | 1,764,341 | 2,112,708 | 2,581,528 PERK Mother Brand 1,425,724 | 1,448,030 | 1,604,135 CHOCOLATE | 1,467,031 | 1,596,692 | 2,004,346 COATED WAFER BISC | 1,226,193 | 1,361,631 } 1,713,959 MUNCH Mother Brand | 980,348 | 1,044,166 } 1,208,492 KIT KAT Mother Brand | 669,739 | 698,745 | 773,41 PERK Mother Number of Stores Brand 653,533 | 641,811 | 743,968 Exhibit 3: Perk range of Chocolates Cealy loi] EDifail cealsa= EXiiuilNEW PERK POPPERS: ‘OnISPYBISOUTS DIPPED WY GUS CADRUNTCAREDLATESC Te] Ts aT Te yy) ero Exhibit 5: Sales volumes (in Kgs) of Perk variants over recent times®? 2007 2008 | 2009 PERK 13.5X6U SVP PACK 238627__| 279820 | 293266 PERK MINI 6.8g X56u + 4u Free Disp Otr go7095_| 881564 | 439055 » Email Communication with Kartik Mahadev (Brand Manager, Cadbury Perk with glucose energy) on August 24,2011PERK XL 13.5g x 32 IN3 PLY DISP OUTER | 1920921 _| 1936469 | 2045839 PERK XXL 27gX24U IN DISP OUTER. 347973 _| 358401 | 245023 Grand Total 3414616 | 3453254 | 3023183 Exhibit 6; Nestlé’s products in the wafer chocolate segment Exhibit 7: The New PerkExhibit 8: Sales volumes (in Kgs) of Perk with Glucose in the FY 2010 2010 Description Jan Feb Jun Jul Aug ‘Sep Nov PERK 21g X22U INDISP, OTR 261549 404746 405859 432691 455641 463154 438171 478067 369934 543249 433849 42026. PERK 10.5g X10 UNITS: POUCH SVP. 32319 49006 47457 45363 47332 45785 50285 43350 40368 54357 43334 39662 PERK 758 XSSHU FREE IN POUCH PROMO 94930 43 111351 101878 99112 88239 103804 rand 109316 109798 116716 71614 Grand Total 389514 567895 564667 579932 602085 S9TI78 612350 643531 519618 707404 593899 53154 Exhibit 9: Perk’s advertisis 1g campaigns over the years Storyboard 1: Thodi si pet pooja (Long Queue eampaign - 1996)" °* Email Communication with Kartik Mahadev (Brand Manager, Cadbury Perk with glucose energy) on August 24,2011 * http://www youtube.com/watch?v=clG¥kgPmSXY, accessed on April3, 2012Co KISS) 3 LUNCH [ The TYC opens with a young gil The security guard comes and puts up The gir is disappointed and tums around (played by Reageshwari) waiting ina a signboard declaring ut itis nen to finda wuck with “hungry” writen on long queue ouside a building time it The hungry sign makes he gir teaize The truck is shown riding away anda ‘The gil requests the man standing behind fer own hunger Cadbury shop emerges in sight ert reserve ber place til she comes back The gil quickly goes and gets @ Perk for The man looks at the girl while she is He too request the man standing hosel relishing her chocolate behind him to reserve his pce til he comes back. VO: Cadbury Perk Thodi sipet pooja, The commercial ends with te gel having abhi bhi kahin bhi 4 laugh while everyone else in the queue has gone to get their Perk Storyboard 2: Thodi = 1996) pet pooja (Hunger Strike campaiy ° ttp://mww.youtube,com/watch?v=iyNOr8k622¢, accessed on April 3, 2012The TVC opens with college studenis young man hears some noise ane finds a young gel (played by Proty siting on a hunger strike tums back to see what itis Zinta) unwrapping a Per He then pleads hero give him one as The gil thinks about it and then offers bite of Perk wel him one ‘The young man unwraps his Perk and VO: Cadbury Perk Thodi si pet pooja, ‘The commercial ends with ll students hides behind his board to grab a bite ‘kabhi bhi hain bhi hiding behind thor strike boards to enjoy ther Perk Storyboard 3: Sapno se tu race laga le (chase your dreams - 2010)"” Adapted from http://www.afags.com/advertising/storyboard/index.htmI?id=3177, accessed on March 30, 2012The TVC opens with a young boy waking Within minutes, ho is ready and floes out of He reaches his school and finishes his ashi lar clock goes off Ihe house, eur lectures and aboratory work. ‘Afr finishing school, he rashes out to ‘Aor the las, he meets his muse band, finish his ter duly activities and passes He reaches his computer class and attends Looking at him, his fiend asks if hol be his erandatheron the way who's in an his session there, able to perform on the drum as he aut, appar tired VO: Jab Perk ho sath to rukna kus? Fame He assures his fiend that he'l perform an! fai Glucose kl energy aur wal Beltareen ‘The commercial ends with the tagline starts unsrapping the all new Perk with taste. (why stop wien ow have Perk ith Sapo se tw race laga le chase your ‘Glucose Energy you? Itconssts of glucose energy an the dreams) same delicious taste)Storyboard 4: Perk Khao Glucose Chadao (Doors eampaign - 2011)" TVC opens with a young boy asking for The neighbor refuses to give any donation, He doesnt got deterred easily and goes to donation far a society aetion from a ‘and instead, bangs the door on his face, other people asking for donation neighbor. He faces file and rejection everywhere The boy takes a bite and gets ll charged The boy sees this but det his weakness, ‘but ail keeps trying, However, he gts up. He then unies the poor lady and he faints a the dorstep ofthe lady ste and fels energetically drained. Instead, tes the thie’ hands. Not only docs Suuenly someone hands him a Perk | ‘On knocking on another door, be Finds that ? he save the old Indy but also succeed in 7 Towne ey Tr the sok nod Tady is being robb el ** Adapted from htto://www.afags.com/advertsin 2012 1634, accessed on March 30,‘Storyboard 5: Dropped Cateh (2011)”” ‘The TVC opens witha shot hit high up Theres chance of being e dropped Gaining energy fFom PGE, the catch is inthe sky catch due to lethargic fielding, PGE is actually taken shown tobe fling on the word “droppet” VO: Perk KhooGlucose Chadao Storyboard 6: Run Out (2011) The TVC opens with an tempt to ke There is achanee of being aun aut PGE is shown to be fling on the word ann due to slugeish runing “out” and the run completed succesfully after gaining energy from Perk VO: Perk KhaoGlucose Chadao * httpy//wow.youtube.com/watch2v=NEWkeH VuVLO8feature=related, accessed on April 2, 2012 ““httpi//vwww.youtube.com/watch?v=vis0cémoths®feature=relmfu, accessed on April 2, 2012