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
Peanut Pic Others 3%
2% 3% Zeera Plus
Tuc
10%
Rio 8% Prince
6% 6%
Tiger
6% Bakeri
6%
Gala
10%
Candi Sooper
6% 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 LINE EXTENSION
Soft and Sweet Plain Gala
Cream Filling Prince (Chocolate, Strawberry,
Coconut, Banana, Vanilla, Pine
Apple, Powder Milk)
Salty Snacks Tuc, 50 50
Indulgent/Sweet Candi, Wah
Health and Strenght Milco Lu
Plain Glucose Tiger
Ingredient Based Zeera Plus, Peanut Plus
Soft & Sweet Plain Sooper, Bakeri, Gala, Bravo,
Treat…
Cream Filling Prince, Rio, Cocomo, Jam Hearts
Salty Snacks TUC, Saltish
Indulgent/Sweet Candi, Chocolate Chip
Plain Glucose Munna, Gluco, Tiger
Ingredient Based Party, Zeera Plus
Healthy Wheat Slices, Wheatable
• Moment: Social gatherings
Too sweet
Too hard
No longer on the top
of consumer’s 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 I’m 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
more…somehow..
• Candi’s 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...
Don‘t need tea with it –
can have on its own...
Less Sweeter
No Suger Garnishing
Candi‘s packaging design is ranked above other
popular brands, (including Sooper & Bakeri) - due to
the unique shape of the pack, colors, and the biscuit
visual.
“It’s 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 Candi‘s
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 SOOPER PLANET
Dry Good atmosphere / Nice weather
Narrow Raining
Zig-zag roads made of sugar Lake with boats
Congested People enjoying themselves
Barren Pleasant mood
No population Feeling fresh
Hard surface Playful mood / having fun
Rocky Children
Sense of boredom Comfort
Not livable
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 DESCRIPTIVE FUNCTIONAL
HAPPINESS FAMILY 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 / -Teenagers
Bringing -Friends
Lots of colors... about an -Activities that youth
Good models... extraordinary can broadly relate to
change -Immediate satiation of
in mood hunger pangs
To use the
To project the To present Latest approach
Rough and tough image How Candi brings people on the lines of
of Candi in an together, as in the Sooper/
appealing way Coffee shop ad.... Bakeri
TVCs
BRAND SCAN
PRODUCT
IMAGE
VISUAL
CHANNEL
GOODWILL
CUSTOMER
THANK YOU
