Crispello :- Cadbury

Crispello :- Cadbury 

Cadbury has launch new product in the market crispillo

Earlier Cadbury launched perk into crispy chocolate segment this is
second entry after park

Cadbury has launched dairy milk silk Oreo five star 3D d and fuse in
this segment

competitors
There are some competitors in the segment like KitKat and galaxy
Mars and m and m companies are are also trying to enter into Indian market

This segment is called by many names
This product was launched in Europe targeting women as a healthy diet snack

In India it is segmented as
Light indulgence snacking option
Crispy eat segment
Singer bar format
Light indulgence pack
Crispy eat finger format

Customer wants multi textured and complex experiences in chocolate category

FMCG
Bing FMCG product the brand name has to be on top of mind so that impulse purchase can be made

Brands need to be constantly innovate
Company need to excite the customer
There should be aggressive moves by the brand to indulge customers
Exciting time should be created for top of the mind position

Market share
India has 1.2 billion US dollar chocolate market

Target market
New generation
Youth who wants variety of experiences

Parent company
Mondelez Cadbury dairy milk
It comes under family brand dairy milk which is under Cadbury which is
under mondelez

Reasons for purchase
Disposable income in India has increased
Global culture is in existence
Customer reach has increased due to extensive mass media coverage and
good connectivity through internet


Values
Values of crispello aur Cadbury

Sharing and togetherness
Collective joy

When person eats this chocolate chocolate melts in the mouth wheat
krispies underneath bring the Chrispiness

Price

the product is priced at 30 rupees
Communication / Marketing campaign

360 degree communication campaign has conducted by the the Cadbury company
Along with 360 degree communication there is PVC outdoor campaign and
digital campaign

Company is also trying to sell their products through E-Commerce
channel and making starting investment

Benefits to India
This product is made in India under the campaign run by prime minister
make in India campaign

Cadburys most of the launches are India first launches
Cadburys investing substantially in research and development
India has become innovation source hub and serving Asia middle East
and East Asia region