Sunday, August 9, 2009

Can you replace sweets from the sweetshop?

The answer is that somebody is already trying to do it! That somebody is Cadbury India, which, for their product, Dairy Milk Chocolate, has come up with a brilliant tag line - "Kuch meetha ho jai" which literally translates in English to, "Let's have something sweet" and which generally is used by Indians as a proposal to have sweets.

What else is good about this strategy. It's the way Cadbury India has backed their tag line with their Marketing campaign, Advertising and Brand Positioning.

But most importantly it's their distribution channel which has been making sure that Dairy Milk Chocolate is present by the side of Gulab Jamun and Barfi, at every sweetshop, no matter how deep you go into the rural areas.

No wonder this specific chocolate alone holds 30% value share of the Indian chocolate market.

Next time you hear organizations complaining about their Marketing Campaigns not producing desired results despite being brilliant, you know what they need to do- take their products where their customers are...

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