Page 3: Revitalising brands
Cadbury's famous brands include: Cadbury's Dairy Milk, Cadbury's Crunchie, Cadbury's Wispa and Cadbury's Roses. Good brands are valuable assets, but the products underlying them still need support. This is especially true when customer turnover is high, such as when children are the main consumers and parents the main buyers.
There is also a time lag challenge. Children, who stop being consumers of their parents' chocolate purchases when aged 12 or 13, have to be encouraged back to the product as buyers of it when they themselves become parents, perhaps 15 years later.
Good brand names supporting quality products have a long life, but they have to survive in a world of fickle tastes and changing images. Therefore, a popular product will need to be freshened up occasionally. It may be repackaged by, for example, a redesigned wrapper, or offered in a different form such as a new size. There has to be some visible continuity, for instance, by keeping a familiar logo.
Surveying its product range, Cadbury Trebor Bassett decided that its chocolate products aimed at children were most in need of a new approach. But how best to achieve it?