AJAHAR HUSAIN 187AJAHAR HUSAIN 187
JAYATI ROY 214JAYATI ROY 214
AMRITA SINGH 219AMRITA SINGH 219
ALISHA DHARMIC 243ALISHA DHARMIC 243
PRESENTED BY -PRESENTED BY -
PRESENTED TO -PRESENTED TO -
Dr. GAJENDRA SHRMADr. GAJENDRA SHRMA
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NTENTS • COMPANY PROFILE
• CADBURY IN INDIA
• VISSION MISSION
• NEED FOR MARKETING
• TARGET CUSTOMERS
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Introduced in 1905, but it came to India in 1948.Introduced in 1905, but it came to India in 1948.
Dairy milk alone holds 30% value share of the IndianDairy milk alone holds 30% value share of the Indian
chocolate market.chocolate market.
Main marketing strategy used: AdvertisementsMain marketing strategy used: Advertisements
COMPANY PROFILECOMPANY PROFILE
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• Headquarters: Uxbridge, London, United
• Industry : Confectionery
• Revenue : £5,384 million (2008)
• Employees: 71,657 (2010)
• Parent : Kraft Foods (2010-2012)
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• Started operating in 1948
• Cadbury launched dairy milk in 1905
• Pioneered the cocoa cultivation 1965
• Taken over by Kraft Foods in 2010
Cadbury in India
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Vision and Mission
"Working together to create
brands people love“
Says simply, ‘Cadbury
means quality’; this is our
promise. Our reputation is
built upon quality; our
commitment to continuous
improvement will ensure that
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• Induri (Pune)
• Himachal Pradesh
• sales offices:
• New Delhi
• Corporate/Head office:
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• Strong brands are very important in the chocolate
• Special Delivery Promotion.
• Cadbury Easter Egg Hunt.
• Cocoa Gold Program.
• The media mix for the campaign comprises TV,
• outdoor, Internet and radio.
• Use of emotional appeals in advertising.
• Concentrated more on TV. Advertisement.
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• Done by all three media-
• Print media
• Broadcast media
• Social media
• Branding- “ The Celebrity Factor”
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NEED FOR MARKETINGNEED FOR MARKETING
• Strong brands are very important in the chocolateStrong brands are very important in the chocolate
confectionery market.confectionery market.
• Almost 80% of chocolate purchases are made onAlmost 80% of chocolate purchases are made on
• Consumers use brands and packaging to recognizeConsumers use brands and packaging to recognize
products quickly and reduce perceived risks whenproducts quickly and reduce perceived risks when
purchasing a newly launched brand.purchasing a newly launched brand.
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TARGETED CUSTOMERSTARGETED CUSTOMERS
The targeted customers of Diary Milk hasThe targeted customers of Diary Milk has
been changing from time to time andbeen changing from time to time and
advertisement to advertisement.advertisement to advertisement.
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DURING 1994DURING 1994
Compaign:The ‘Real Taste of Life’Compaign:The ‘Real Taste of Life’
with the girl dancing on the cricketwith the girl dancing on the cricket
The message: ‘Dairy Milk is forThe message: ‘Dairy Milk is for
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FEW ADVERTIESMENTFEW ADVERTIESMENT
During late 1998During late 1998
Campaign: ‘Khane walon ko khane kaCampaign: ‘Khane walon ko khane ka
bahana chahiye’.bahana chahiye’.
Target: widening chocolateTarget: widening chocolate
consumption among the massesconsumption among the masses
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More recently 2003More recently 2003
Campaign: ‘kuch metha ho jaye’.Campaign: ‘kuch metha ho jaye’.
Target: to associate Cadbury withTarget: to associate Cadbury with
celebratory occasion.celebratory occasion.
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DURING 2002DURING 2002
Campaign: ‘Pappu pass ho gaya’.Campaign: ‘Pappu pass ho gaya’.
Target: encourage those who have passTarget: encourage those who have pass
the exams to celebrate with Dairy Milk.the exams to celebrate with Dairy Milk.
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DURING 2004DURING 2004
Campaign: ‘Miss Palampur’Campaign: ‘Miss Palampur’
Target: Focusing on the adults.Target: Focusing on the adults.
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NEW IN MARKET 2012NEW IN MARKET 2012
““Kuch meetha ho jayee”Kuch meetha ho jayee”
““pehli tarikh hai”pehli tarikh hai”
meetha hai khanameetha hai khana
Products: Dark chocolateProducts: Dark chocolate
Dry fruit collection for diwali.Dry fruit collection for diwali.
Target: Dairy Milk as a gift.Target: Dairy Milk as a gift.
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Corporate Social Responsibility
(CSR) is at the heart of our success
we have always believed that good values and good
business go hand in hand.CSR is about growing our
Cadbury India has a tradition of caring for the
environment and enriching the quality of lives of the
communities we live and work in, through a variety of
Our commitment to the Environments
Growing Community Values
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The prospective customers of CadburyThe prospective customers of Cadbury
Dairy Milk have changed from kids toDairy Milk have changed from kids to
adults-including every family member toadults-including every family member to
celebrate any occasion with Dairy Milk.celebrate any occasion with Dairy Milk.
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