How many of you have ever tried this so-called Fine Dark Chocolate or how many of you really want to try it? Well, the brand promises credibility in terms of quality as it comes from the umbrella of Cadbury. But what do you think is the value proposition of Bournville, without Cadbury?
I actually failed to understand what is it that the marketers want to communicate through this commercial. May be they have succeeded in associating the chocolate with an aura of mystery that would force a customer to buy this chocolate at least for a trial. If you have got seventy five bucks in your wallet to spare for it, there is a fair possibility of you buying one.
In a broader sense, I feel the marketing communication has been really ineffective. The brand could not connect with the consumers. It says that you have to earn it, what it means by that? Is it boasting of its high cost or probably bullying the consumers. It says that you can eat this only after defeating Aussies in cricket, etc. This implies that you have to have a great occasion to buy or consume this chocolate. If that is the case, I feel it isn’t meant for Indian consumers who find happiness in small achievements, where people do have joyous moments to cherish every 10th day on this land of festivals.The greatest agony is that the brand is not even listed in Cadbury India website. I think it doesn’t provide any emotional appeal to Indians.
Some people may like the ad, but I think it completely missed out on attracting the Indian masses.
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8 comments:
The marketer is very tricky in this Bournville TV Commercial. This Ad is a bit complicated, which cannot be understood by most of them when they see it for the first time. Here the marketer has used a completely different concept in this Commercial which just revolves between one English man and Bournville chocolates.
The marketer wants to attract the consumers to go in for this product by telling them that before going in for this product one has to earn it, which tempts the customer to buy the chocolate without earning it (i.e. by shortcut way). He shows that the chocolate is crisp and has a nice aroma in it which also tempts the people and by seeing this ad their mouth starts watering seeing the dark chocolate which induces the people to go and get this chocolate from a nearby store.
The marketer also tells that back in the day the old chaps had to beat the French at war or Aussies in Cricket before they could enjoy this chocolate. But now even the English man has not earned, but still he eats this chocolate- meaning this chocolate was previously available only after doing big things, what you have rightly mentioned Lavika, but now this chocolate can be bought by paying a premium price. So without doing big things one can get this chocolate.
Though this is not listed in Cadbury site, this has its own site http://www.bournville.in/ which is a very unique site I have come across. Here the marketer wants to aim at only class of people who are passionate about chocolates promoting Cadbury Bournville fine dark chocolates as its own brand.
Though i have never tasted this chocolate, i would say this chocolate is targeting a particular class of people and does not have value for money.
The message of this ad is clear, but the only problem which lies here is that will the Indian masses understand this complicated Ad?
Hi Kunal,
I really appreciate your comment with good insights, but I would like to explain the point again. See, you have said that the ad can't be understood when you see it for the first time. The ad here itself looses its essence. An ad is intended to communicate the product, its value proposition to customers the way they can understand that. Consumers don't have time to go into your communication strategy and then comprehend. They have a lot many options that appeal to them naturally, that is where customers don't have to put any effort in understanding the marketing communication and positioning.
Well, I think customers do need credibility when it comes to any product and Cadbury provides the chocolate with the credibility.So, I dont see any reason for not having it in the Cadbury India website.
Regarding that shortcut way, I think marketers have created a mysterious aura that will force the customers to at least try it once. But do you think that AURA would lead to repeat purchases?
You said that the anchor in the eats it without earning it, and this shows that you can buy it on any occasion. But the anchor in the ad tries to eat the chocolate without so- called Earning stuff, but those huge aves don't let him do that.So, I think you have to go back to the ad again.
As you said its targeting premium segment, but theres a majority of people in this class who are not well educated to understand this communication. Apart from that, if it wants to target the people of SEC A, who have earned a lot in life, I don't think they would like to pat themselves by buying a Bournville.
Regards,
Lavika
Though comments made by both of you'll are quite interesting, the odds have to definitely tilt towards Lavika's insights that this AD has, in my opinion, failed to force me into 'earning a bournville'. Though the marketers have created good hype by instigating a sense of curiosity and a bit of humour in the AD, they have probably lost track in communicating the essence of the product (natural source of anti oxidants – associated with dark chocolate) in a manner which is appealing to the Indian audiences. However, statistics and experts opine that Bournville has succeeded in generating valuable markets in our country though not through the TV Advertisements but through impressive packaging which talks about the health benefits and the taste which is considered to be quite different and good (for more - detailshttp://www.labnol.org/india/cadbury-bournville-chocolate-in-india/6495/). As far as my understanding goes, tricky Ads do not appeal to a major segment of Indian Market as they tend to confuse the consumer lot who lose interest in even viewing the Ad next time it is telecasted.
Well, it is also too early to judge the communication strategy yet, considering the fact that they have not released many Ads yet. I guess we can judge them better based on the forth coming advertisements, if there are any, so let us just wait and watch.
Bournville is a model village on the south side of Birmingham, England, best known for its connections with the Cadbury family and chocolate.
I am agree wit kunal's analysis, as he make us understand da fact behind dis add,,,,,,but I believe dat dis add ws in england style,
nd my openion s dat da add should B made in such a style dat the people can understand da facts properly even in da 1st communication as lavika rightly pointed out.
So da add should B in INDIAN style b4 it comunicate in Indian market.
Well, the debate can go on, but the fact is there is nothing right and wrong regarding a marketing strategy when it is used. We talk of loopholes of a strategy only when it doesn't work out.
Thanks to Kunal,Kailash and Sourav for their comments and insights.
Regards,
Lavika.
ya dat right madam lavika,,in marketing nothing s right or wrong, but we can realise only after implemantation of da strategy, if it fails den only we hav chance 2 rectify,,
Its da individual's perception dat hw we proceed wit dat.
Well Sourav, now there has been a lot of redundancy here. Hope you are convinced and satisfied now.
Well, you have been a great critic, but then you have throughout been supportive of the fact that its not a great concept for Indian market, which is the essence of my original post.
Regards,
Lavika
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