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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