BRAND REPOSITIONING

Re-establish the lost consumer linkage Re-build brand equity and cease the brand fatigue Regain the lost market share of Candi

The purpose of this Mission is to guide and to inspire, rather than to distinguish us. OPENNESS Diversity is a source of wealth and change a constant opportunity ENTUSIASM There are no limits. There are only obstacles to be overcome." HUMANISM Attention to individuals-whether they are consumers, colleagues or fellow citizens-is at the heart of our decisions

Do not know 3% Peanut Pic Others 3% 2% Rio 6%

Zeera Plus 10%

Tuc 8%

Tiger 6% Gala 10%

Prince 6% Bakeri 6%

Candi 6%

Sooper 34%

The hallmarks of CBL-have created a tremendous demand not only within the country but also in various African and mid-eastern countries like Mauritius, Cameroon, Dubai, Nigeria, Bahrain, Madagascar, Congo, Yemen, Guinea, Saudi Arabia, Togo, Oman and many others.

BRAND PORTFOLIO
Chocolate, Coconut, Strawberry, Banana, Vanilla, Pineapple Power Milk

CATAGORY Soft and Sweet Plain Cream Filling Gala

LINE EXTENSION

Prince (Chocolate, Strawberry, Coconut, Banana, Vanilla, Pine Apple, Powder Milk) Tuc, 50 50

Salty Snacks

Indulgent/Sweet
Health and Strenght Plain Glucose Ingredient Based

Candi, Wah
Milco Lu Tiger Zeera Plus, Peanut Plus

Soft & Sweet Plain Cream Filling Salty Snacks Indulgent/Sweet Plain Glucose Ingredient Based Healthy

Sooper, Bakeri, Gala, Bravo, Treat Prince, Rio, Cocomo, Jam Hearts TUC, Saltish Candi, Chocolate Chip Munna, Gluco, Tiger Party, Zeera Plus Wheat Slices, Wheatable

 Moment: Social gatherings

Too sweet Too hard No longer on the top of consumers list of priority Overall brand fatigue it looked childish with sugar on it

 It is hugely evident from our qualitative research data, that Candi has slid down quite sharply, from the consumers list of preferences. It has gone behind in the market Candi does not exist as a coveted, or sought after brand in the consumers portfolio of desired goodies any longer. Neither is it perceived as a needed brand!
There was a time when the same consumers confessed to being hooked on to Candi biscuits and ate them with some regularity. But No more! What were once its perceived strengths are currently, perceived weaknesses: Crunchu = is Too hard! Sweeto = is Too sweet!

 .Previously I used to eat Candi a lot, but Im not eating it any longer. When it came into the market, its style was different, its taste was different but you cannot eat too many any moresomehow.. Candis taste is good and it has a chocolate flavor but it irritates you when the big pieces of sugar come in your mouth. Sometimes children eat one specific biscuit regularly, but after some time when you give the same biscuit to them, all of a sudden they do not like it, and start eating new biscuits and again after sometime, they come back to the old biscuits and leave the new biscuit People are now avoiding it because of its intense sweetness

OUR ANALYSIS..
Over sweet.... Too hard.... Visible sugar grains sprinkled on top....Creates childish/ outdated image Kids are not asking for it... Inability to consume a large amount in one go... Too dark... Sticks to the teeth... Leaves a sour/bitter after-taste Results in a heavy feeling Not nice with tea / dunking in tea Sold at a higher price at some shops Dull colors (packaging) Gets soggy in humid weather Heavier in weight

Unique shape.... Stylish.. Attractive packaging.. Crunchy..

Pleasant Aroma / Flavor...

Dont need tea with it can have on its own... Less Sweeter No Suger Garnishing

Candis packaging design is ranked above other popular brands, (including Sooper & Bakeri) - due to the unique shape of the pack, colors, and the biscuit visual. Its not very fussy, quite sophisticated.. Packaging of the pack is very attractive Biscuits picture on the pack is giving a very delicious look I find the shape of Candi really good and it is very different

I find the Candi packet and its picture, the best among all the others
I like the style in which Candi is written and the shape of the biscuit is also very good.

There is an apparent inconsistency in Candis brand personification, as perceived by the consumers. Their perceptions are split between product attributes, the earlier (Portrait) TVC & / or y the implication of the word candy in Candi.

THE CANDI PLANET Dark / frightful Dry Narrow Zig-zag roads made of sugar Congested Barren No population Hard surface Rocky Sense of boredom Not livable

SOOPER PLANET Good atmosphere / Nice weather Raining Lake with boats People enjoying themselves Pleasant mood Feeling fresh Playful mood / having fun Children Comfort

The Bakeri Planet Cool atmosphere

Greenery
Mountains People enjoying / having fun Pleasant weather

CANDI PLANET
LIFE FUN MUSIC FRESH AIR ROCKY

PARTY ON

FAMILY

CRUNCHY

BLACK COFFEE PARTY SNACK

EVERYTIME SNACK BONDING GATHERINGS..!!

EMOTIONAL HAPPINESS

DESCRIPTIVE FAMILY

FUNCTIONAL EVERY TIME SNACK

Candi Lite Taking One Step Forward then Two Steps Back!
Less sugar Lighter color

Candi-Lite The Way Forward

Softer

Candi Lite was good but had no ads...

Not available everywhere

Uplifting /
Bringing Lots of colors... Good models... about an extraordinary change in mood

-Teenagers
-Friends -Activities that youth can broadly relate to -Immediate satiation of hunger pangs

To use the

To project the
Rough and tough image of Candi in an appealing way

To present How Candi brings people together, as in the Coffee shop ad....

Latest approach on the lines of Sooper/ Bakeri TVCs

BRAND SCAN
PRODUCT IMAGE VISUAL

CHANNEL
GOODWILL CUSTOMER

THANK YOU