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8/14/2019 Comm Strat 2010
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Comm Strat 2010
CDM
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The Brief
Business objective:
Increase sales volume of CDM, especially 40g and 175g.
Communication objective:
We want consumers to fall in love (again) with Cadbury
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Discovery
Chocolate segment experienced the most drastic
decline in sales amongst 69 items sold in stores.
Source: Nielsen Malaysia Retail Index
Top 10 categories:
1) Cooking mixes (24.4%)
2) Asian drinks (16.9%)
3) Mouthwash (16.2%)
4) Fruit beverages (14.0%)
5) Hair conditioner (13.5%)
Bottom 10 categories:
1) Chocolate (-11.7%)
2) Infant Cereals (-9.4%)
3) Batteries (-7.9%)
4) Facial Tissues (-5.6%)
5) Shampoo (-5.6%)
Volume (Units) Growth % Change vs Year Ago (Ending June 09)
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Discovery
We see obvious decline in 40g (Small bar) and175g (Big bar) CDM products
Sales of these products have clearly declined vs same month year ago
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Discovery
Good news is: Although our sales volume declined, our
sales value did not.
In spite of increased unit price in chocolates, there are still
CDM loyalists who are willing to pay for their chocolates.
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Moulded 100.0 100.0 100.0 100.0 0.9 -0.7 100.0 100.0 100.0 100.0 -7.7 -9.5
Cadbury Ltd
Moulded65.2 62.2 65.7 62.7 5.8 4.1 63.9 61.3 64.0 61.6 -3.6 -5.9
Maestro Moulded 8.5 9.4 8.8 9.4 -8.7 - 6.6 9.8 10.3 10.4 10.3 -12.2 -8.6
Nestle Moulded 6.5 6.1 6.4 5.9 8.0 6.9 5.3 4.9 5.2 4.8 0.4 -1.4
Vanhouten Moulded 5.4 8.3 5.0 8.4 -34.9 -41.1 5.2 8.3 4.8 8.3 -41.7 -47.6
Kraft Food Moulded 4.4 4.0 4.0 3.9 10.4 3.9 3.3 2.8 3.1 2.7 8.4 2.5
Netw ork Moulded 4.3 3.6 4.5 3.5 20.1 26.7 5.5 5.3 5.7 5.1 -3.2 0.1
VOLUME % SHARE VOLUME %VALUE % SHARE VALUE %
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Defining the CDM Brand Objectives to
generate growth
OUR CURRENT CONSUMERS
Currentbehaviour
Buy less CDM due to their newshopper mentality/ health concern.
Behaviour
Change
Buy more CDM
GET THEM TO BUY US MOREFREQUENTLY
OUR CURRENT NON-CONSUMERS
Currentbehaviour
Not buying CDM because theydont see its relevance to theirlives.
Behaviourchange
Start buying CDM
GET THEM TO FEEL GOOD ABOUTUS, AND EVENTUALLY BUY US
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So, why are people buying us less/
not buying us?
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Housewives: Developed New Shopper Mentality
Affected by the economic downturn
Housewives, especially the Malays, were hit by theeconomy. Two of our respondents who were full-time
housewives even volunteered to work in order to sharehusbands financial burdens.
Housewives become more budget conscious
Product prices are escalating. As a result, housewives nowconsciously plan their purchases and tries their best to keepwithin their budget.
Selective of what goes into the trolley
Housewives have now learned to say no to kids impulsepurchases. Theyd rather allocate more budget for rice andgroceries things that offer her family value.
Reduced chocolate purchasesHousewives are no longer willing to spend so much on
chocolates as these are seen as unnecessary items.
New Shopper Mentality likely to stay
Even if the economy recovers in the near future,
housewives penny-watching mentality is likely to stay asthey are used to the budget-conscious way of shopping.
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Chinese Housewives: Increased health awareness
High sugar content is worrying
This applies to Chinese housewives/ mothers, butnot so much for Malay housewives who loves sweetfood. Chinese housewives/ mothers are educatedwith the various consequences of consuming toomuch sugar, therefore they are restricting their kidsfrom consuming too much sugar.
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Young Adults too, are increasingly health conscious
High sugar content a concern
Increasingly aware of the consequences of diabetes,
they are cutting down their sugar consumption (NielsenRetail Index shows Malaysians are drinking more Asian
Drinks and Fruit Beverages instead of Soft Drinks)
Resort to healthier treats
As young adults grow older, they opt for healthier treats
(Muesli bars, yoghurt drinks, low-fat ice-cream)
Chinese females believe chocolates are fattening
Those who are on diet believe they should restrict
themselves from eating chocolates.
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Good news is, although consumers are buying less
chocolates, they did not stop buying them.
They still buy and consume CDM because of the good
feeling it brings.
Product Truth:
CDM makes
you feel good
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Young adults
They are optimistic about their
future, and they believe when
there is a will, there is a way
(To insert picture)
Housewives
They are optimistic and they
believe they can weather the
recession as long as they
make minor changes to their
spending habits.
(To insert picture)
The truth about our consumers
Consumer
Truth:
Our right
consumers are
positive minded
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They see life as half glass full.
Young adults
(quotes from Xploring)
Housewives
(quotes from Xploring)
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Our role is to bring out the positivism in consumers
Product Truth:
CDM makesyou feel good
Consumer
Truth:Our right
consumers are
positive minded
BrandPromise:
CDM brings out
the positivism in
you
Life is already hectic enough. CDM offers our target audience a smile (bit of
happiness) every day. Makes every day lighter and brighter. At least for that
moment.
We need to capture this positive people with the promise of a smile (piece of
happiness) every day
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Our current consumers
They will buy more CDM
because of the positive feeling/
happiness it brings them/ their
family.
Our non-consumers
We invite them to share in the
feeling of some everyday
happiness, and they will
eventually resonate with CDM
and start buying us.
This will be the outcome of our communication
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