Cadbury dairy milk ajahar husain NDIM

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Cadbury dairy milk ajahar husain NDIM

  1. 1. 10/04/1310/04/13 M3M3 11
  2. 2. 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 10/04/1310/04/13 M3M3 22
  3. 3. CO NTENTS • COMPANY PROFILE • CADBURY IN INDIA • VISSION MISSION • SHARE • 4P’S • BRANDS • MEDIA • NEED FOR MARKETING • TARGET CUSTOMERS • ADVERTIESMENT 10/04/1310/04/13 M3M3 33
  4. 4. 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 10/04/1310/04/13 M3M3 44
  5. 5. • Headquarters: Uxbridge, London, United Kingdom • Industry : Confectionery • Revenue : £5,384 million (2008) • Employees: 71,657 (2010) • Parent : Kraft Foods (2010-2012) 10/04/1310/04/13 M3M3 55
  6. 6. • 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 10/04/1310/04/13 M3M3 66
  7. 7. Vision and Mission VISION "Working together to create brands people love“ MISSION Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise 10/04/1310/04/13 M3M3 77
  8. 8. SHARE 10/04/1310/04/13 M3M3 88
  9. 9. Brands In India P o P u l a r B r a n d s C h o C o l a t e s s n a C k s Beverages Candy’s g u M s 10/04/1310/04/13 M3M3 99
  10. 10. 10/04/1310/04/13 M3M3 1010
  11. 11. • CHOCOLATES • BEVERAGES • BISCUITS • CANDY • GUMS PRODUCTS 10/04/1310/04/13 M3M3 1111
  12. 12. PRICE 10/04/1310/04/13 M3M3 1212
  13. 13. • Induri (Pune) • Gwalior • Bangalore • Himachal Pradesh • sales offices: • New Delhi • Mumbai • Chennai • Corporate/Head office: • Mumbai PLACE 10/04/1310/04/13 M3M3 1313
  14. 14. • Strong brands are very important in the chocolate confectionery market. • 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. PROMOTION 10/04/1310/04/13 M3M3 1414
  15. 15. • Done by all three media- • Print media • Broadcast media • Social media • Branding- “ The Celebrity Factor” ADVERTISEMENTS AND BRANDING 10/04/1310/04/13 M3M3 1515
  16. 16. PRINT MEDIA 10/04/1310/04/13 M3M3 1616
  17. 17. BROADCAST MEDIA • DesktopCadbury Eyebrows (official version).avi • DesktopLB Gorilla - Cadbury Gorilla Advert (HD).avi 10/04/1310/04/13 M3M3 1717
  18. 18. 10/04/1310/04/13 M3M3 1818
  19. 19. CADBURYCADBURY 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 impulse.impulse. • 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. 10/04/1310/04/13 M3M3 1919
  20. 20. CADBURYCADBURY 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. 10/04/1310/04/13 M3M3 2020
  21. 21. 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 fields.fields.  The message: ‘Dairy Milk is forThe message: ‘Dairy Milk is for enjoyment’enjoyment’ 10/04/1310/04/13 M3M3 2121 FEW ADVERTIESMENTFEW ADVERTIESMENT
  22. 22. CADBURYCADBURY 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 10/04/1310/04/13 M3M3 2222
  23. 23. CADBURYCADBURY 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. 10/04/1310/04/13 M3M3 2323
  24. 24. CADBURYCADBURY  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. 10/04/1310/04/13 M3M3 2424
  25. 25. CADBURYCADBURY  DURING 2004DURING 2004  Campaign: ‘Miss Palampur’Campaign: ‘Miss Palampur’  Target: Focusing on the adults.Target: Focusing on the adults. 10/04/1310/04/13 M3M3 2525
  26. 26. CADBURYCADBURY 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. 10/04/1310/04/13 M3M3 2626
  27. 27. CADBURY LOCATIONSCADBURY LOCATIONS 10/04/1310/04/13 M3M3 2727
  28. 28. 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 business responsibly. 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 result-oriented programs. Our commitment to the Environments Growing Community Values 10/04/1310/04/13 M3M3 2828
  29. 29. 10/04/1310/04/13 M3M3 2929
  30. 30. CADBURYCADBURY  ConclusionConclusion 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. 10/04/1310/04/13 M3M3 3030
  31. 31. SOURCESSOURCES  www.cadburyindia.comwww.cadburyindia.com  www.myiris.comwww.myiris.com  www.google.comwww.google.com  www.wikipedia.comwww.wikipedia.com  www.asnwers.comwww.asnwers.com  www.youtube.comwww.youtube.com 10/04/1310/04/13 M3M3 3131
  32. 32. SOME OLDSOME OLD ADVERTIEMENTSADVERTIEMENTS 10/04/1310/04/13 M3M3 3232
  33. 33. 10/04/1310/04/13 M3M3 3333
  34. 34. 10/04/1310/04/13 M3M3 3434
  35. 35. 10/04/1310/04/13 M3M3 3535
  36. 36. CADBURY INDIACADBURY INDIA 10/04/1310/04/13 M3M3 3636

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