While Kraft’s acquisition triggered a lot of angry “taste buds”, it however did not seem to hamper the loyalty of Silk and Bournville lovers. This research offers a quick overview of how the ‘Shubh Aarambh’ campaign was perceived by the Indian consumers. You can also see what flavors of Silk and Bournville were favorites of the online community, categorized by demographics of age, gender and geography. While Cadbury chocolates and advertisements still remain a hot favorite, even after the much criticized Kraft acquisition, Nestle’s ‘Break Ke baad’ TVC and the Kitkat squirrel ad gained good traction in Q4 2010. However, Lindt and Mars chocolates are becoming the most preferred gifting option in metros amongst the brand conscious youth in India. Negative sentiment for Cadbury saw its peak in Q3 2010, when a few customers complained of insects and worm holes in the chocolates. Still, a Cadbury chocolate is not just the best answer to a sugar craving, but has become a way of life for many, looking for a dessert a meal. See attached conversation report done by Social Hues on Cadbury and its competitors- Lindt, Nestle and Mars.

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Cadbury
Jan 2010- Dec 2010

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Microblogs Blogs Social Media News
350
Mentions are in ‘00
300
250
200
150
100
50
0
Q1 2010 Q2 2010 Q3 2010 Q4 2010
•News mentions – Kraft acquisition
•Social Media and microblog mentions – Views on Cadbury ads as catchy and
innovative
•Blog mentions – „out of the world‟ experience of Cadbury chocolates

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50
45
Mentions are in ‘00
40
35
30
25
20
15
10
5
0
Q1 2010 Q2 2010 Q3 2010 Q4 2010
Silk Bournville
•Bournville – loved for rich cocoa taste and „raisin and nut‟ flavor
•Silk – smooth and chocolaty

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Most spoken about topics for Cadbury
12%
25%
10%
14%
19%
20%
PR Strategies to recover from packaging complaints
Seriously delicious chocolate
From favorite to „most‟ favorite chocolate
Leaves you wanting for more
I wish it wasn‟t so expensive
Ideal chocolates for gifting

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Mentions
40%
35%
30%
25%
20%
15%
10%
5%
0%
Morning (<9) Afternoon (<2) Evening (<7) Night (<12)
•Cadbury Silk mentions mostly during evenings
•Bournville – good gifting option for birthdays, anniversaries and Raksha
Bandhan
•Night mentions – midnight cravings for chocolate, get rid of the blues

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Silk flavors
•Milk chocolate most
20% preferred for
unadulterated, pure and
rich chocolate taste
19%
61%
•Roast Almond and Fruit
n Nut for crunchy
chocolaty flavor
Milk Chocolate Roast Almond Fruit & Nut

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Bournville flavors
13%
20%
•Bournville- Almond and hazelnut
flavors most preferred
22%
•Most liked for the dark cocoa health
benefits of reducing cholesterol and 45%
blood pressure
Rich Cocoa Almond
Hazelnut Raisin & Nut

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60%
50%
40%
30%
20%
10%
0%
Q1 2010 Q2 2010 Q3 2010 Q4 2010
Positive Negative Neutral
Overall sentiment tone for Cadbury is positive
•Cadbury Chocolates are “yummy” and “sinful”
•Negative reviews picked up in Q3 2010 because of complaints regarding insect
holes and worms in chocolates

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Bangalore
Hyderabad
Chennai
Kolkata
Mumbai
Delhi
0 50 100 150 200 250 300 350 400 450
Mentions in ‘00
•Chennai and Mumbai mentions – TV ads are creative and connects
emotionally with consumers
•Kolkata and Delhi – innovation in packaging and product presentation

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•Youngsters find Cadbury a good gifting option for Valentine‟s day, to win
over a loved one or make up after a fight
Mentions
12%
18% 41%
29%
18-25 25-35 35-45 >45

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15%
33% Men
Women
Unknown
52%
•Men appreciate the three layered packaging
•Women indulge in Silk and Bournville to celebrate raise in salary, new
acquisition or to even get over a break up

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Tag cloud shows mention trend for Cadbury Chocolates and
the buying pattern.
Silk ringtone download “kiss me come closer”
Amitabh Bacchan roasted almonds celebrations
Raksha Bandhan
gifts worms and insect holes
Diwali Kraft Foods TVC melt in the mouth
KitKat Bangalore Nestle Shubh Aarambh
Bournville “You don‟t just buy a Bournville, You earn it” Mumbai
Lindt “Kuch Meetha Ho Jaye” Cocoa Calories
happy hormones Mars anti oxidants

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•Cadbury- strongest brand recall
•Lindt- variety of flavors- Black Currant, Orange, Chile in dark chocolate
segment
•Nestle- mentions peaked during „Break Ke baad‟ movie
Mentions
Whittakers
Darrell Lea
Lindt
Nestle
Mars
Cadbury
0 50 100 150 200 250 300 350 400 450
Mentions are in ‘00

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•Innovative and creative TVCs
•People feel- Chocolates reduce Blood pressure, induce happy hormones,
natural source of anti-oxidants
Scale 1-10
10
9
8
7
6
5
4
3
2
1
0
Rich Three layer Health Great gifting Creative TV
chocolate packaging benefits option commercials
taste
Positives of Cadbury

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•Concerns- presence of worms and insect holes
•Premium chocolate bars slightly expensive and very fattening
Scale 1-10
10
9
8
7
6
5
4
3
2
1
0
Presence of Slightly No response Fattening Bad for teeth
worms and expensive to consumer
insect holes complaints
Negatives of Cadbury

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•Favorite ingredients in Cadbury- „roasted almond‟, „rich cocoa‟, „raisin and nut‟
•Nestle KitKat- Squirrel TVC is liked, yet equally criticized
•Lindt and Mars- popular for their gift packs
Scale 1-10
Brand recall
Variety
Ingredients
Taste
0 1 2 3 4 5 6 7 8 9 10
Lindt Mars Nestle Cadbury

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•Icmlive.com – Cadbury‟s disaster when worms were discovered
•Reviewcatalog.com – Cadbury Silk review for taste, packaging and
availability
•Afaqs.com – encourages people to consume chocolates for health benefits
Blog mention spread
13% 18%
17%
30%
22%
afaqs.com campaignindia.com moneylife.com
reviewcatalog.com icmlive.com

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•Cadbury Shubh Aarambh – unique theme to initiate a venture or any new
activity on a good note
•Silk‟s “Kiss Me come closer” TVC- downloaded and most talked about
•Radio ads- catchy and interesting
Mentions
20%
38%
13%
29%
TVC Print Ads Internet Banners Radio Ads

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Key Mentions

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ET Mentions

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News Mentions

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Blog Mentions

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Blog Mentions

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Blog Mentions

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions

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Social Media Mentions

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Microblog Mentions

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Report Overview
• Keywords tracked: “Cadbury Shubh Aarambh”,
“Cadbury Silk” and “Cadbury Bournville”
• Time period: Jan 2010 - Dec 2010
• Results overview
– Most discussions on „Kraft Foods‟ acquisition of
Cadbury‟ and Income Tax dept‟s service notice to
Kraft Foods Inc. on news sites
– Most positive reviews - rich taste, „melt in the mouth
feeling‟ and heavenly aroma
– Concerns - presence of worms and insect holes found
in few chocolates and high calorific content