07) Case Study 01 - The Rebranding of Dairy Milk Eclairs
Sharan implores Sudeep to roll back the years and speak about a time wen he actually put to use all that they speak about on the show.
Sudeep shares his experience of rebranding a ₹300cr. brand, Dairy Milk Eclairs, to Cadbury Choclairs in 2012. He tells us how a Global corporate mandate initiated a brand transformation that took a WHOLE YEAR of testing with consumers.
He ties it back to the earlier episode of ‘Measure Whatever you Treasure’ and explains the intent behind every kind of test he and his team under took, and how startup brand owners and custodians can run the same tests in a cost effective and efficient manner.
Sudeep also gives us a window into some of the errors that tend to escape even the most stringent systems and how one can watch out for the same.
LINKED EPISODES
SHOW NOTES
- Jaccard Analysis
- Old & New Packaging of Choclairs
- Choclairs launch TVC
- Sudeep’s courses on Growthschool.io
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Music from Zapsplat.com
