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Brand Repositioning:


Enrolment Nos:
Rahul Shrivastava
Sanket Jakkanwar
Saurabh Singh
Yogesh Shitole
Sudhanshu Mishra
Tanushree Borkar

1. Repositioning of Brand

6. Cadbury Dairy Milk

7. Cadbury Gems
2. Why Brand

8. Cause and Effect of


3. Timely Repositioning
4. Changing the Target
5. Decision Concerning

9. Success/Failure of

Repositioning of Brand Cadbury

In marketing positioning means the process by which
marketers try to create an image or identity in the minds
of the target market for its brand, product or
Repositioning on the other hand involves changing the
identity of the product, relative to the identity of
competing products in the collective minds of the target
Examples: Airtel, Vodafone, Maggi Noodles, etc

Why Brand Repositioning?

Not to beat off competition;

Sales increasing but at a slow pace;

Segment not big enough to provide faster

Timely Repositioning
"If a brand does not reposition at the right time, it may
not get a second chance"
The company decided to reposition the brand in a
timely manner and target new market segment. This
decision was taken in lieu of the lagging sales.

Changing the Target Segment

Shifted focus from its traditional market segment
of children towards new market segment of adults.
Depending on children as market was risky.

Decisions Concerning Repositioning

Strength of the company
Competitive context
Consumer perception

Cadbury Dairy Milk

Kid in all of us

Spontaneous joy (girl dancing in the cricket field)

Real Taste of Life
A girl is shown breaking the security barriers and entering the
cricket field to celebrate the victory of the country in the cricked
match under the tag line Kuch Khaas Hai Zindagi mein. This
campaign went on to be awarded 'The Campaign of the Century',
in India at the Abby (Ad Club, Mumbai) awards.

Cadbury Dairy Milk

Khaane Waalon Ko Khaane Ka Bahana Chahiye

Kuch Meetha Ho jaye

Pappu Paas Ho gaya
Radha Miss Palampur ban gaye

Meetha hai Khaana aaj pehli tarrekh hai

Cadbury Dairy Milk

After capturing most of the adult market segment
it seemed like Cadburys had done it all but still it
came up with a new ad campaign, this time
targeting the festivals through ads like
Is Diwali aap kise khush kar rahe hain
Sister tying rakhi to her brother and receiving a
box of chocolates in return.

Cadbury Dairy Milk

Cadburys Dairy Milk Silk chocolate range

Shubh Aaarambh

Cadbury Gems
Surprising decision to reposition Gems.

Sales have reached maturity point;
Market expansion

Cadbury Gems
The move is fueled by two ad campaigns:
oGems Sculpture;
oGems Lady
" Raho Umarless"
Another perspective is that the brand brings out
the child in you.

Cause and Effect of Repositioning

Cadbury Dairy Milk
On top of the pile.

Cadbury Gems
Not been able to achieve

desired results.
Overwhelming market

share of 70%.
Sales shot through the


Success/Failure of Repositioning
Cadbury Dairy Milk

Cadbury Gems

Resounding success


Ad campaign was spot on

Weak attempt to attract

Proper logic
Reason to consume the


Salient features missing

Did not provide any

compelling reason to buy

the product.