Brand Bournville Hits the Bulls Eye in India

Written by Amit Agarwal on Jan 11, 2009

Cadbury launched Bournville fine dark chocolate in India last quarter.

Well coordinated marketing at relevant consumer touch points – front page ad in Economic Times with catchy taglines (‘Food of the Gods and other Top Management); upscale ad campaign targeted at the well healed. Careful store selection for distribution – launched in self select and high throughput grocery stores across the major cities in the country with focus on merchandising and in store placement.

cadbury-bournville
Cadbury Bournville – Perfect example of an India 1 launch meant for the Consumer class in India.

The advertising focuses on generating impulse via its distinguished taste – earn your Bournville; while the packaging talks about the health benefits – natural source of anti oxidants – associated with dark chocolate.

The product formulation has been tweaked in accordance with Indian tastes; it has the best ingredients like cocoa from Ghana beans; geared towards winning the second moment of truth.

What is amazing is the awareness and impulse it has generated amongst its target audience within weeks of its launch.

I was recently in Mumbai at an MNC office; the office celebrated their last quarter success with the entire staff feasting on the Bourneville chocolate; my wife (a chocolate lover) knew about it the day it was launched. The cynic in me thought that this would probably only be a metro – Delhi, Mumbai, Bangalore success. The cynicism proved to be short lived; I visited a store in Lucknow; and enquired about it – to my surprise the shopkeeper answered he sold all the pieces he ordered on the first day itself and then ordered 5 times the quantity. He was quite happy with the launch as it had increased his category profits.

In short, a great insight into the changing tastes and preferences of the emerging market consumers; an attempt to introduce the fastest growing dark chocolate segment (+13% growth globally) in emerging markets; combined with excellent consumer segmentation and marketing strategy. No wonder, a Rs. 75 (1.5$) for a chocolate bar, and fast selling even in Lucknow. That’s a marketing gem generating truly profitable business growth in an otherwise depressing economic environment.


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