The marketing objective
Cadbury Perk is a brand of chocolate wafer bars that is marketed as a light and refreshing snack that lightens consumer's mood. With this product attribute in mind, Cadbury Perk launched its new proposition of Take It Light which asks users to avoid unnecessary tension and take things lightly. However, the chocolate wafer biscuits sub-category is one of the most cluttered and fiercely competed chocolate segment, Perk faces fierce competition from global players like Nestle (makers of KitKat Munch) and local players like Priyagold Snakker which offer a stronger value for money proposition.
Brand Affinity scores showed...