Celebrations gift range on the broader usage plank of year-round gifting, including social visits.
Uptil now, this brand has been narrowly focused on festivals and occasions. The Celebrations gift range exists under the Cadbury Celebrations brand portfolio.
The chocolate market is valued at more than Rs1,600 crore, and growing at 18-20% per annum. By broadening its gifting proposition, Cadbury hopes to outpace category growth. Cadbury India executives say Cadbury as a whole currently commands 70% of the chocolate market in value, and the entire Celebrations range marketshare is 6.5%.
To increase its usage width, the Celebrations gift range has been launched in different package sizes, priced between Rs145 and Rs155. The Celebrations gift range is now also called ‘panned’ chocolate, since it contains nuts, etc. “It will be sold at premium food stores and modern trade formats to achieve ‘differential visibility’,
The communication for Celebrations earlier concentrated on occasions like Diwali and Rakshabandhan.Over the last seven to eight years, the brand emerged as a good gift proposition for occasions and enabled people to come closer. Research done by Cadbury also suggested that we extend the plank of occasion-based gifting to social gifting. It is our endeavour to provide our consumers with all-year-round gifting options. We came up with new packaging for the panned chocolate as we feel that it was significant to refresh and revitalize in terms of aesthetics and graphics.”
