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With Cadbury's new biscuits, Mondelez India eyes morning market, says Chella Pandyan

In conversation with Associate Director, Marketing, Biscuits India, about the new Cadbury 'morning' biscuits, and more...

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Mondelez India Foods has launched yet another product in its vast portfolio. The launch for Cadbury Bournvita Biscuits has been done with a TVC that highlights morning as an important time of the day. The one-minute video is based on the idea, that this is a 'Subah ka Biscuit', and is the company’s second product in the biscuit category after Oreo. Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, Mondelez India Foods Private Limited, speaks to dna of brands about the biscuit, the marketing strategy, and what the broad targets are around the launch. 

The biscuit sector is quite challenging because there are so many players already present. What is your marketing strategy for this new Cadbury Bournvita product?

India is a top priority market for Mondelēz International, and the Indian biscuits market is among the largest in the world. Cadbury Bournvita Biscuits has been ‘designed for India’, by leveraging our knowledge and insights of the local market but by adding some global innovation expertise and biscuits experience. We are confident that Cadbury Bournvita Biscuits will be a strong player in the ‘morning biscuits’ segment. Cadbury Bournvita is considered one of the tastiest malted food drinks, and it also has a clinically tested Pro-Health Vitamins nutrient bundle. A high-decibel marketing campaign around Bournvita Biscuits will help build rapid awareness amongst buyers. The campaign includes impactful, on-ground activation, as well social and digital media presence to engage with a wider franchise of biscuits users, and build momentum for trials.

Can you share with some insights from research that has gone into the positioning of 'subah ka biscuit'?  

The ‘morning’ biscuit is the single-largest consumption occasion in India. Nearly 50% of biscuit consumption happens at this time of the day. The morning snacking occasion, therefore, presents a huge opportunity for a product that brings together taste and nutrition -- which is what consumers want. Cadbury Bournvita, as a brand, has always been a ‘morning’ beverage. With biscuits, the opportunity is to leverage this symbiotic relationship. Cadbury Bournvita Biscuits will provide the choice of a delicious biscuit enriched with the goodness of a drink Indian consumers have trusted for close to seven decades. Bournvita Biscuits is positioned as a purposive morning biscuit that has the Bournvita Pro-Health Vitamins along with the signature taste of Bournvita.

Tell us a little about your tie-up with Snapdeal.

Cadbury Bournvita Biscuits were made available through an ‘exclusive’ launch pack on Snapdeal. We saw tremendous response to our ‘First Batch’ packs and are happy that a lot of our consumers got to try it.

What are the broad targets that you want to achieve through this product?

We are very bullish about this product and expect it to do well. The nature of the product, its value proposition, our plans to invest in brand-building and the Cadbury and Bournvita heritage, all give us the confidence that this product will do well.

And what will your distribution spread be… restricted to the metros or will you also be looking at Tier II and III cities?

We are happy to introduce Cadbury Bournvita Biscuits in all markets across India. Our consumers will find them on the shelves of retail outlets across urban and semi-urban markets, at affordable price-points. This biscuit will be the only brand to embark on the largest-ever sampling activity, with 10 million samples.

In Arrangement with MxMIndia.com

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