Brand : Cholairs
Company : Cadbury India
Brand Analysis : # 534
In an interesting move, Cadbury's has rebranded its eclair build to Choclairs. The build is right away running a TVC communicating this rebranding. Cadbury stimulate got 2 brands inwards the Eclairs segment - Cadbury Dairy Milk Eclairs in addition to Cadbury Eclairs Rich.
According to Business Standard, echlair marketplace inwards Bharat is worth simply about Rs thou crore( 2011statistics) in addition to is witnessing intense contest for percentage betwixt the players similar Nestle, Parle, Cadbury in addition to Perfetti. It is estimated that Cadbury is leading the marketplace alongside its CDM Eclairs.
What tin hold upwardly the possible logic behind the rebranding of a rattling good known build ?
One argue tin hold upwardly to handgrip the number of generic nature of the term Eclairs. As I understand, eclairs stands for the especial type of candy in addition to is used yesteryear all the players inwards the market. So when a consumer inquire for an eclairs, it is retailer that decides which build to hold upwardly given. So yesteryear changing the refer of CDM Eclairs to Choclairs, Cadbury's hold back that work to subside in addition to alongside the novel TVC the build is trying to learn the consumer to country the novel refer Choclairs.
Watch the TVC hither : Candbury Choclairs
Second argue tin hold upwardly to withdraw the endorsement of Dairy Milk from this category. In my before posts on this brand, it may hold upwardly recalled that Cadbury's had before renamed its eclair to Cadbury's Dairy Milk Eclairs .In effect, the eclair was a Product line of piece of work extension of Dairy Milk brand. Now the build owners may desire to bound the role of Dairy Milk to the chocolate bar category. So since the endorsement is removed, the eclairs would ask an identity in addition to Choclairs has learn a novel independent brand.
Third argue tin hold upwardly that Choclairs is the build which is owned yesteryear Cadbury's in addition to is a leading build inwards Great Britain in addition to China. Choclairs was created inwards 1996. So this deed tin hold upwardly seen equally a global alignment of the brands yesteryear Cadbury.
The positioning of Choclairs inwards Bharat is funny. The novel brand's original message is that it volition non stick on the teeth. The build has the tagline " jo dimag mein chipke, daaton mein nahi " which translates to " It volition stick to your hear in addition to non on teeth ". I wonder why the build has taken such an attribute inwards a rebranding exercise.
It is truthful that eclairs stimulate got a vogue to stick to paste in addition to teeth in addition to may hold upwardly the build feels that it may hold upwardly prompting many consumers away from the category. But equally a tagline, I experience that the build deserves a improve treatment.
Related post
Eclairs : Brand Update
