BRAND REPOSITIONING

• Re-establish the lost consumer linkage

• Re-build brand equity and cease the brand fatigue

• Regain the lost market share of Candi

The purpose of this Mission is to guide and to inspire, rather than to distinguish us.”

OPENNESS“Diversity is a source of wealth and change

a constant opportunity”ENTUSIASM

“There are no limits. There are only obstacles to be overcome."

HUMANISM“Attention to individuals-whether they are consumers, colleagues or fellow citizens-is

at the heart of our decisions

Zeera Plus10%

Tuc8% Prince

6%Rio6%

Sooper34%

Bakeri6%

Tiger6%

Others3%

Do not know3%Peanut Pic

2%

Candi6%

Gala10%

The hallmarks of CBL-have created a tremendous demand not only within the country but also in various African and mid-eastern countries like

Mauritius, Cameroon, Dubai, Nigeria, Bahrain, Madagascar, Congo, Yemen, Guinea, Saudi Arabia, Togo, Oman and many others.

BRAND PORTFOLIOBRAND PORTFOLIO

• Chocolate,Chocolate,• Coconut, Coconut, • Strawberry, Strawberry, • Banana, Banana, • Vanilla, Vanilla, • PineapplePineapple• Power MilkPower Milk

CATAGORY LINE EXTENSION

Soft and Sweet Plain

Gala

Cream Filling Prince (Chocolate, Strawberry, Coconut, Banana, Vanilla, Pine Apple, Powder Milk)

Salty Snacks Tuc, 50 50

Indulgent/Sweet Candi, Wah

Health and Strenght

Milco Lu

Plain Glucose Tiger

Ingredient Based Zeera Plus, Peanut Plus

Soft & Sweet Plain Sooper, Bakeri, Gala, Bravo, Treat…

Cream Filling Prince, Rio, Cocomo, Jam Hearts

Salty Snacks TUC, Saltish

Indulgent/Sweet Candi, Chocolate Chip

Plain Glucose Munna, Gluco, Tiger

Ingredient Based Party, Zeera Plus

Healthy Wheat Slices, Wheatable

• Moment: Social gatherings

Too sweetToo hardNo longer on the top of consumer’s list of priority Overall brand fatigue it looked childish with sugar on it

• It is hugely evident from our qualitative research data, that Candi has slid down quite sharply, from the consumers’ list of preferences.– “It has gone behind in the market…

• Candi does not exist as a coveted, or sought after brand in the consumers’ portfolio of desired goodies any longer. Neither is it perceived as a ‘needed’ brand!

• There was a time when the same consumers confessed to being ‘hooked on’ to Candi biscuits and ate them with some regularity. But No more!

• What were once its perceived strengths are currently, perceived weaknesses:– ‘Crunchu’ = is Too hard!– ‘Sweeto’ = is Too sweet!

• “….Previously I used to eat Candi a lot, but I’m not eating it any longer….

• “When it came into the market, its style was different, its taste was different but you cannot eat too many any more…somehow..

• Candi’s taste is good and it has a chocolate flavor but it irritates you when the big pieces of sugar come in your mouth….

• “Sometimes children eat one specific biscuit regularly, but after some time when you give the same biscuit to them, all of a sudden they do not like it, and start eating new biscuits… and again after sometime, they come back to the old biscuits and leave the new biscuit…

• “People are now avoiding it because of its intense sweetness…

OUR ANALYSIS..

Over sweet....Too hard....Visible sugar grains sprinkled on top....Creates childish/ outdated imageKids are not asking for it...Inability to consume a large amount in one go...Too dark...Sticks to the teeth...Leaves a sour/bitter after-tasteResults in a heavy feelingNot nice with tea / dunking in teaSold at a higher price at some shopsDull colors (packaging)Gets soggy in humid weatherHeavier in weight

Unique shape....

Stylish..

Attractive packaging..

Crunchy..

Pleasant Aroma / Flavor...

Don‘t need tea with it – can have on its own...

Less Sweeter

No Suger Garnishing

Candi‘s packaging design is ranked above other popular brands, (including Sooper & Bakeri) - due to the unique shape of the pack, colors, and the biscuit visual.

“It’s not very fussy, quite sophisticated..

“Packaging of the pack is very attractive

“Biscuits’ picture on the pack is giving a very delicious look…

“I find the shape of Candi really good and it is very different…

“I find the Candi packet and its picture, the best among all the others…

“I like the style in which Candi is written and the shape of the biscuit is also very good….

There is an apparent inconsistency in Candi‘s brand personification, as perceived by the consumers. Their perceptions are split between product attributes, the earlier (Portrait) TVC & / or y the implication of the word candy in Candi.

THE CANDI PLANET

Dark / frightful

Dry

Narrow

Zig-zag roads made of sugar

Congested

Barren

No population

Hard surface

Rocky

Sense of boredom

Not livable

SOOPER PLANET

Good atmosphere / Nice weather

Raining

Lake with boats

People enjoying themselves

Pleasant mood

Feeling fresh

Playful mood / having fun

Children

Comfort

The Bakeri Planet

Cool atmosphere

Greenery

Mountains

People enjoying / having fun

Pleasant weather

LIFE

FUN

MUSIC

FRESH AIR

ROCKY

PARTY ON

CANDI PLANET

CRUNCHY

BLACK COFFEE

EVERYTIMESNACK

GATHERINGS..!!

FAMILY

PARTY SNACK

BONDING

EMOTIONAL DESCRIPTIVE FUNCTIONAL

HAPPINESS FAMILY EVERY TIME SNACK

Candi Lite – Taking One Step Forward…then Two Steps Back!

Less sugar

Not available

everywhere

Softer Candi Lite was good

but had no ads...

Lighter color

Candi-Lite

The Way Forward

Lots of colors...

Good models...

To use the

Latest approach

on the lines of

Sooper/

Bakeri

TVCs

-Teenagers

-Friends

-Activities that youth

can broadly relate to

-Immediate satiation of

hunger pangs

Uplifting /

Bringing

about an

extraordinary

change

in mood

To present

How Candi brings people

together, as in the

Coffee shop ad....

To project the

Rough and tough image

of Candi in an

appealing way

BRAND SCANBRAND SCAN

PRODUCT

CHANNEL

VISUALIMAGE

GOODWILL

CUSTOMER

THANK YOUTHANK YOU