Thursday, September 29, 2016

Cadbury Celebrations - 'Is Tyohaar Diwali Khushiyan Le Chalo'

Chocolate is always an on the go stuff for all. Indians usually have chocolates and were not brand conscious too. But over the years, due to various cross cultural interactions, Indians also started giving chocolates for their personal accomplishments. This was at times connected with the life style of the people also. Brand Cadbury democratized the use of chocolates in India. The carefully analyzed the importance of sweets for Indians specifically during festivals. For instance, during Diwali making and exchanging sweets is a common ritual among people. Indians, indeed distribute sweets on occurrence of important life events like having a baby, starting a new venture etc. Cadbury was successful in altering the consumer behaviour by way of occasion segmentation and targeting. They made the people consider an alternative for sweets as it is laborious(if you make)  as well as costly. All their TV commercials were intended to do this behavioural change and in a way they have succeeded in the same.
Cadbury Celebrations is a range of chocolates specifically designed for gifting. Even though occasion segmentation is primarily used one has to say that it is a mix of two segments occasion as well as lifestyle. Distributing sweets is a ritual which tends to contribute a life style. 

The new TVC of Cadbury Celebrations  'Is Tyohaar Diwali Khushiyan Le Chalo', the company emphasizes the importance of Cadbury during Diwali. The TVC also touches the emotions which makes it more close to the consumer heart.

Vodafone Flex Recharge - Knowing the Consumer

Winning the competition can be done only by micro analysis of  the behaviour of your consumer. This makes more sense in a sector like mobile communication, where competitive rivalry is too intense. The market leader Airtel always surpass its counterparts in product innovation. Airtel 'my plan' was such an innovation targeting a demographic segment family. A very recent launch in this sector is from Vodafone. Vodafone Flex Recharge. This product was developed by carefully understanding the consumer. Every time a consumer is often at disadvantage when he has to make multiple recharges for value added services. A prepaid consumer has to remember his voice recharge dates, SMS recharge dates, Data recharge dates and so on. The new product eliminates all these tussle for the consumer with a single recharge for all the services. Thus Vodafone carefully crafted a new segment based on usage.
The ad campaign is also simple and straight to the point. The informative element in the commercial is well appreciable. Now let us see what is the response of other incumbents.