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  • Social Media Analysis - Cadbury

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    Social Hues
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    Chocolate Buzz, Krafty acquisition-Social media analysis for Cadbury Silk, Bournville and associated TVCs 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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    Social Media Analysis- Cadbury

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    Chocolate Buzz, Krafty acquisition-Social media analysis for Cadbury Silk, Bournville and associated TVCs 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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    Download as PDF, TXT or read online from Scribd
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    285 views31 pages

    Social Media Analysis - Cadbury

    Uploaded by

    Social Hues
    Chocolate Buzz, Krafty acquisition-Social media analysis for Cadbury Silk, Bournville and associated TVCs 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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    of 31

    This document is proprietary and confidential. Reproduction prohibited.

    Cadbury
    Jan 2010- Dec 2010
    This document is proprietary and confidential. Reproduction prohibited.

    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


    This document is proprietary and confidential. Reproduction prohibited.

    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


    This document is proprietary and confidential. Reproduction prohibited.

    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
    This document is proprietary and confidential. Reproduction prohibited.

    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
    This document is proprietary and confidential. Reproduction prohibited.

    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


    This document is proprietary and confidential. Reproduction prohibited.

    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
    This document is proprietary and confidential. Reproduction prohibited.

    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
    This document is proprietary and confidential. Reproduction prohibited.

    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


    This document is proprietary and confidential. Reproduction prohibited.

    •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


    This document is proprietary and confidential. Reproduction prohibited.

    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
    This document is proprietary and confidential. Reproduction prohibited.

    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
    This document is proprietary and confidential. Reproduction prohibited.

    •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
    This document is proprietary and confidential. Reproduction prohibited.

    •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
    This document is proprietary and confidential. Reproduction prohibited.

    •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
    This document is proprietary and confidential. Reproduction prohibited.

    •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
    This document is proprietary and confidential. Reproduction prohibited.

    •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
    This document is proprietary and confidential. Reproduction prohibited.

    •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


    This document is proprietary and confidential. Reproduction prohibited.

    Key Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    ET Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    News Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    Blog Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    Blog Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    Blog Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    Social Media Mentions


    This document is proprietary and confidential. Reproduction prohibited.

    Social Media Mentions


    This document is proprietary and confidential. Reproduction prohibited.

    Social Media Mentions


    This document is proprietary and confidential. Reproduction prohibited.

    Social Media Mentions


    This document is proprietary and confidential. Reproduction prohibited.

    Social Media Mentions


    This document is proprietary and confidential. Reproduction prohibited.

    Microblog Mentions
    This document is proprietary and confidential. Reproduction prohibited.

    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

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