Comments on: #3 Will WOM and WOW out Cadbury?

By: Richard

Richard — Tue, 14 Jul 2009 18:07:47 +0000

You and Jake were all over this long before it became big news for the old traditional media barons…well done and more power to WOM !!

By: Jake Pearce

Jake Pearce — Tue, 07 Jul 2009 11:32:59 +0000

Trying to find Amanda Banfield’s e-mail address to warn her of the impending Dairy Milk Disaster – but cannot find her e-mail address on line. The ‘involvement’ pillar of TVS is not easy but hard and Cadbury point me to get involved with things they want me to get involved with. We TVS want to warn Cadbury of an impending disaster and access is very hard. Jake Pearce.

By: Duncan Shand

Duncan Shand — Tue, 07 Jul 2009 04:40:35 +0000

Hi Jake, for me the thing that seems to be wrong is the bundling up of all of these things. If you are improving the product great bundle things up and announce it as a new product release. But if you are trying to make operational cost savings don’t, repeat don’t do all the things at the same time. Spread them out over 12 to 24 months. Otherwise you risk a WOM revolution – which is what seems to be happening here.

By: Feliks Chase

Feliks Chase — Tue, 07 Jul 2009 01:28:35 +0000

Hah, another example of companies cheating the public by changing their products, and pretending the only change is the packaging. Like the Sorbent tissues that suddenly feel like sandpaper, or the Country Goodness sour cream that suddenly tasted odd.

Look at Whittakers – good value, good price, and actually manufactured in NZ.

Companies need to learn – no one likes being lied to, and we *do* notice these things.

By: Chris O.

Chris O. — Mon, 06 Jul 2009 21:39:40 +0000

“How much do you spend on Market Research? ”

This is a great question. Referral marketing does not nessecarily need to cost money.

best,
Chris O.
Referral Key
“Your Trusted Referral Network”
http://www.referralkey.com/

By: Richard

Richard — Mon, 06 Jul 2009 18:44:17 +0000

With effectively a 20% price increase and done in this environment, they were always going to come under attack when they changed consumers value equation to such a great dgeree.
Their explanation seems plausible but maybe it needed to be delivered in the form of new shaped bar or smaller morsels using a new pack weight where the combination of a smaller volume and their “mouth feel” story might have met with gretaer success
Lets see what the publics WOM machine does with the issue

By: victor neyndorff

victor neyndorff — Mon, 06 Jul 2009 15:02:53 +0000

The rationales behind the size and key ingredient reduction are marketing crap. Made up by ‘creative’ marketeers short of real
innovative and good ideas. Ideas which really generate an added value for consumers.
It is always easier to reduce ingredient costs and replace it with an ingredient that’s cheaper and offsets the taste loss. Very old trick which makes the CFO very happy on the short run. However, actions like this kill the brandequity on the long run.
And ‘the long run’ is much shorter now. Because of the acceleration to the buzz, internet can create.

Victor Neyndorff Holland

ps. Did Cadbury give the cost reduction back to the consumer?