Promotion strategies of cadbury and Nestle

1. CADBURY
VS
NESTLE

2. {

3. Pre 1994, Cadbury targeted kids aged 2- 15 and most of its
advertisements were animated and appealed to the imagination
of the kids
Campaign 1: Kitna maza aaye
Re( Early 90’s)

4. Campaign 2: Kuch Khas he
Zindagi Mein (1994)
Cadbury started targeting all age groups by showcasing the
‘kid in everyone’ with these series of Ads

5. This campaign was aimed at building social acceptance for
consumption of Cadbury by all groups of people stimulating
purchase intentions. It was the extension of the previous campaign
with emphasis on fun and family. Cyrus Broacha was the brand
ambassador for these ads
Campaign 3: Khane Walon Ko
Khane ka Bahana Chaiye (2002)

6. Campaign 4: Kuch Meetha ho
Jaye
This campaign aimed at substituting the traditional Indian
sweets distributed during occasions with Cadbury, bringing in
the trend of doing “Muh Meetha” with “Cadbury” rather than
“Traditional Indian sweets”

7. Campaign 5: Shubh
Aarambh(2010)
It is auspicious in the Indian Culture to eat something sweet
before “embarking on a new beginning”. It captures the
Indian notion of “All’s well that begins well”. The positioning
of the product was shifted from a sweet to something to be
eaten before starting anything new.

8. The objective of this ad is to change the perception of
Cadbury dairy milk from a chocolate to “A daily Indian
Household Dessert” and increase the breadth of
consumption
Campaign 6: Meethe Mein
Kuch Meetha Ho Jaye
Campaign (2011):

9. PRINT ADS

10. So good that you want to lick the wrapper
clean

11. Series of Amitabh Bachchan’s Ads in
newspapers

12. Non- Traditional Marketing

13. Non- Traditional
Marketing
2011- Cadbury
collaborated with Mid-
Day newspaper and
the newspaper was
delivered in a
Cadbury envelop in
Mumbai and Delhi.
This innovation was
beyond the normal
promotion methods
adopted.
Non- Traditional Marketing

15. MESSAGE STRATEGY
 Over the years, There is not any change in the
positioning of KitKat.
 It is positioned as a chocolate to be taken
when you need a break or a chocolate that
gives you a break
 ‘Have a break, Have a kitkat’ has been the
tag line since the 90s

16. Have a break, have a kit kat-
1996
Series of short 15 sec- 60 sec ads on similar theme of
‘Break’

17. Kit kat break banta hai: 2011
Modifying the previous ‘Have a break’ concept to
‘you deserve a break’

18. PRINT ADS

19. Message Strategy:
When you are tired at
work, you need a
break

20. Chance to meet KKR Players during IPL 2011

21. Non Traditional marketing
-Augmented reality on TOI 2013
 First time in India Augmented reality was used by an FMCG
brand in Print medium
 The promo message published on TOI was to be scanned
using an App on phone.
 This would turn it into an interactive augmented reality
animation
 Winners were announced every hour and gifted free
NEXUS 7 table
Augmented Reality

22. Manil Punware
pgp30031
IIM Lucknow
THANK YOU