CASE STUDY ON CADBURY’S REPOSITIONING –

Question 1 –

What is the difference between positioning and re-positioning ?

Ans – Brand positioning refers to “target consumers” reason to buy one’s brand in preference to
others. Positioning focuses on creating a new product or market niche for an offering that wasn’t
there previously.

Re-positioning has a different starting point . To change market perceptions ,re-position may involve
changes in the tangible product or in its selling price , but not always required . An important part of
re-positioning is to monitor the position of a product , services , or brand over time .

Question 2 –

What made Cadbury’s go for re-positioning and how have they managed it ?

Ans – Cadbury’s re-positioning basically started after the “Worm Controversy” in October 2003 . The
heat of negative publicity melted cadbury’s sales by 30% at a time when it sees a festive spike of 15
%. The company saw its market share melt from 73% in October 2003 to 69.4% in January 2004.
However in May it inched up to 71% . Then on Cadbury introduced “purity-sealed” packaging in Jan
2004 , with it’s three layer packaging .

It chose Amitabh Bacchan as the Brand Ambassador , as he embodied to value of Cadbury as a brand
and connected with all of India . PROJECT VISHWAS / “PROJECT TRUST” – facts about Cadbury
released in 55 publications in 11 languages .

It came up with different messages –

1. Asli Swad Zindagi Ka

2. Khane walo ko khane ka bahana chahiye
3. Aaj Khush hu mein khamakhaa
4. Kuch meetha ho jaye
5. Pappu paas ho gya
6. Miss Palampur
7. Aaj peheli taarikh hai
8. Shubh Aarambh

Dairy milk has now became an expression for joy , emotions , indulgence , sharing of good memories
and feelings , spontaneity .