Cadbury : Consumers + Brand Happiness

Chocolates sweetness… Always Taste of Happiness!!! 

Today’s trend of chocolate is being transforming slowly into bar chocolate instead of candy. Youths & middle age consumers are more likely to prefer bar chocolates whereas majorly children are likely preferring candy in India. However, children are also churning smoothly into bar chocolate because now bar chocolates are also available in small packing. Hence it is influencing on candy market. Globally Cadbury is market leader in chocolate segment, as well as in India Cadbury is also leading by 70% market share. 

Journey of Cadbury brands launch globally:

Launch Year	Major Brands Launch	Launch Year	Major Brands Launch
1866	Cocoa Essence	1968	Aztec
1875	Easter Eggs	1970	Curly Wurly
1897	Milk Chocolate and Fingers	1974	Snack
1905	Dairy Milk	1976	Double Decker
1908	Bournville	1981	Wispa (relaunched 2007)
1914	Fry's Turkish Delight	1985	Boost
1915	Milk Tray	1987	Twirl
1920	Flake	1992	Time Out
1923	Creme Egg (launched as Fry's)	1995	Wispa Gold (relaunched 2009 and 2011)
1926	Cadbury Dairy Milk Fruit & Nut	1996	Fuse
1929	Crunchie (launched as Fry's)	2001	Brunch Bar, Dream and Flake Snow
1938	Roses	2009	Dairy Milk Silk [77]
1948	Fudge	2010	Dairy Milk Bliss
1958	Picnic	2011	Big Race oreo
1960	Dairy Milk Buttons	2012	Marvellous Creations and Crispello
1965	Dairy Milk Eclairs	2014	Pebbles
		2014	Cadbury Joy Generator

Cadbury (Mondelez International) has revealed the world’s first flavor-matching Facebook powered vending machine in Australia on 16^th July’14 and that machine is recognized as “Joy Generator”. An auspicious innovation has done by Cadbury which can be exceedingly influence amongst the global chocolate market.  Such an interesting innovative way to stay connected with Social media & understand the consumers likes & interest directly.  Today, companies are quest the ways in order to connect with consumers consistently. Such kind of innovation is giving an opportunity to both consumers as well as brand where brand can sustain its brand image, build strong brand equity & make consumers loyal.

Joy Generator: - http://www.youtube.com/watch?v=BuCQt5V1bWI

This Joy Generator machine is allowing to users log into their Facebook profile & it is identifying automatically user’s personality, likes & interest then automatically best match flavor dispensed from the machine. Cadbury Dairy milk flavor including Milk Chocolate, Hazelnut, Peppermint, Roasted Almond, Fruit & Nut, Rocky Road, Crunchie, Snack, Caramello, Turkish delight, Top Deck and Black Forest.

Key Market Players in U.K.:- Dunhills (Pontefract) Plc.,Kinnerton (Confectionery) Co Ltd, Magna Specialist Confectioners Ltd., Mars Chocolate UK Ltd., Mondelez UK Ltd., Nestlé UK Ltd., Swizzels Matlow Ltd., Tangerine Confectionery Ltd., Thorntons Plc, Wrigley Company Ltd., Zetar Ltd.

Chocolate Market & Consumer Preference Worldwide:-

Country wise consumer behavior & chocolate market analysis

Chocolate consumption scenario 

As mentioned  below statistical analysis UK is became price conscious & ratio of buying their favorite chocolates going down. To increase the buying product ratio, it should be mandatory to launch such innovative & promotional strategy. Commonly, consumers are always willingly ready to buy branded items on promotional base across the globe. Hence, the Joy Generator would be the great paradigm.

The global chocolate market is estimated to be around $85 billion.

 (Mentioned all Statistical figure from various sources)

	UK Market -2014
1	57% of British believe that Milk is top most chocolates & chocolate eaters having eaten milk chocolate in the past six months. 23% British believe that Dark is a favorite for them, while merely 7% opt for the white variety.
2	38% British 55+ age group who are likely to prefer dark chocolate while merely 16% of under-34 age group prefers dark chocolates.
3	40% British chocolate eaters believe that dark is healthier than milk or white and 16% look for chocolate with higher cocoa content.
4	22% of British chocolate eaters look for exciting flavors such as chilli or wasabi in their chocolate.
5	72% British have eaten individual chocolate bars within six month & believe as their one of favorite nation’s chocolates.
6	49% female are eating chocolate as comfort food while men are only 33%.
7	32% British consumers would like to see more chocolate with added health benefits, but low calorie is a priority for just 12%.
8	If price hike in favorite chocolates, then 54% British would buy still their favorite chocolate but less often, 24% would not change buying at all, 15% would switch to less expensive chocolates whereas only 4 % would stop buying.
9	UK has the biggest preference for milk chocolate, but about 20% of the British also like filled chocolate.
10	Price is sensitive factor when buying chocolate for 60% of British chocolate eaters and 40% claim to buy chocolate on the base of promotion.
	Indian Market -2014
1	India's chocolate industry is valued at INR 58bn in 2014 which is expected to grow at a CAGR of 16% to reach INR 122bn by 2019.
2	Chocolate market is growing 15-18% since last 3 years in India.
3	Presently Milk Chocolate market is 75%, Dark Chocolate market is 9% which is expected to grow in upcoming period in India.
4	Slowly Dark chocolate taste is being accepting by India consumers as well as also getting awareness along with health benefits.
5	Leading international market players like Mars, Patchi, Hershey, Lindt & Fererro Rocher already forayed into India as urban Indian consumers are becoming more health conscious and likely prefer to dark chocolates with health friendly ingredients & antioxidants.

Today in India, the chocolate market trend has already been budged into gifting pack chocolate which is being used more as sweets during festival or any occasion rather than traditional sweets items and will be growing subsequently in upcoming period. Moreover, MNC companies are already forayed into Indian market which is offering gift packing chocolates. However, Cadbury is leading in Indian market & been changed entire scenario of festival celebration by offering gift packing chocolates as sweets. If this Joy Generator is supposed to be launched in India, definitely chances are hit the entire market. Though it is depend on precise service (like machine should works well & smoothly, dispensed chocolate bar properly, Facebook profile should privacy etc.) with promotional strategy. This strategy can be threaten for rivals.

I think Joy Generator should be launch in India, enormous untapped market in chocolate bar segment. Brand can enable to give the Joy to consumers.

For Chocolate Segment: - Majorly everyone love chocolates

Innovation + Promotional Strategy = Taste of Brand Happiness with Consumers!!!