0 cadbury’s a ds strategies by jayant nannore
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This document summarizes Cadbury's advertising strategies for the Indian market. It discusses Cadbury's history in India since 1948. It then outlines Cadbury's vision, mission statements, and popular brands in India like chocolates, snacks, beverages, and candies. The document provides details of Cadbury Dairy Milk chocolate bars like their design, ingredients, market share, and pricing across various weights. It also discusses Cadbury's manufacturing and distribution network in India. Finally, it covers Cadbury's promotion strategies targeting the Indian market through TV, internet, radio, outdoor advertising and celebrity endorsements to position Cadbury Dairy Milk as an ideal companion that uplifts spirits.
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0 cadbury’s a ds strategies by jayant nannore
- 1. CADBURY’s ADVERTISING STRATEGIES (For Indian Market) PRESENTED BY: Jayant Nannore MBA IVsem Submitted To:
- 4. 1948 Operation began in India 1965 Pioneered the development of cocoa cultivation in India CADBURY IN INDIA
- 5. Vision & Mission Vision: "Working together to create brands people love" Cadbury’s mission statement 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 Mission Statement 0f the product: The mission statement of our new product is “To provide our customers with a tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.
- 6. Popular Brands in INDIA C h o c o l a t e s S n a c k s Beverages CanDy’s G U M S
- 7. PRODUCT
- 8. CHOCOLATE BAR. MADE FROM REAL DARK CHOCOLATE. SIMILAR DESIGN WORLDWIDE. CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR. 30% VALUE SHARE OF THE INDIAN CHOCOLATE MARKET. AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
- 9. PRICE
- 10. WEIGHT (gm) PRICE 10.5 5 22 10 40 20 42 CRACKLE 25 95 50 80 FRUIT & NUT 55 165 90
- 11. PLACE
- 12. Business Operations Five company-owned manufacturing facilities: Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) 4 sales offices: New Delhi Mumbai Kolkota Chennai Corporate/Head office: Mumbai THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY
- 13. WHOLESELLER RETAILER CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.
- 14. PROMOTION
- 17. TARGET MARKET
- 18. The Real Taste of Life- A girl Dancing on Cricket Field Khanewalo ko Khane ka Bahana Chahiye Kuch Meetha Ho Jaye Pappu Paas ho Gaya Aaj Pehli Tareekh Hai Shubh Aarambh
- 25. tHE BIG ‘B’ FaCtor
- 31. I eat CDM when I am happy, sad CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion Consumer Speak Insight The Brand Platform I need a friend who sees me through all my emotions CDM uplifts my spirits like a true friend
Editor's Notes
- For over 3000 years, Chocolate…like gold, has had a universal appeal
- Through this ppt I’ll try to focus on critical issue like “how the right advertising campaigns can be used to achieve the company objectives”.This ppt is all about the various advertising campaigns undertaken by Cadbury Dairy Milk at different points of time to achieve certain objectives and bring about the desired change in the behavior of the target audience.
- Cadbury was the market leader in chocolates in India and it also was a very popular brand which enjoyed the trust of its consumers. It already had a market share of around 70% in 2011 in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the share of the Indian chocolate market.
- Recently, in a survey on India's most respected companiesby sector conducted by Business World magazine, Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India.
- Up to 2002, Cadbury was the one having 70 % market shares in chocolate industry. Out of which 30% was the Dairy Milk alone. This is because of constant re-invention of the brand & bombarding communication towards the consumers consistently to maintain the top position in mind recall in confectionery segment. Dairy Milk was awarded as No.1 most trusted brand in Mumbai 2005 for the edition of Brand Equity’s most trusted Brand Survey.
- Pearlfisher is the design agency responsible for the execution of the pack's new look.
- Dairy Milk targeted all the aspects as possible to get into the heart of all the people, of all age groups. For this they communicated with people through different Ad’s & Campaigns. Let us see few of them below:
- The company had come a long way since the 1990s when Indian consumers associated Diary Milk as a product meant for children. To change this, Cadbury came up with a series of campaigns to target the adult group, starting with the 'Real taste of life' campaign, to encourage people to bring out the child in them.All these above dialogues were form the very famous and popular ad’s of Dairy Milk. By this ad they wanted to covey to the people that for eating Dairy Milk they do not have to wait for any occasion. They can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in any of the mood.
- In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the classic lyrics, "Kuchkhaashai hum sabhimein", it sent across the message that even adults can have chocolates because there is a kid in everybody. It also brought in a warm emotion to the brand. CDM positioned as ‘The perfect expression of love’
- spontaneous, carefree, special, real moments.
- In 2004, the `KuchMeetha Ho Jaaye’ campaign was launched, With AmitabhBachchan as the face and voice of the brand, the campaign went on to become a huge success.. Their aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).
- How many can forget the `Pappu Pass Ho Gaya’ commercial?With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses.
- The ensuing positioning of ‘KhaaneWaalonkokhaane ka BahanaChhayie’ made consumption into a joyful, social occasion.The brand want itself to be synonymous with Sweet.
- ShubhAarambh was one of successful campaigns of Dairy Milk.This means Auspicious Beginning. With this campaign they said that for whatever you start, start it with Dairy Milk and it will be successful.
- As we know that previously Dairy Milk was only considered as Chocolate, but their new campaign has changed this perception of consumers. As discussed above now Dairy Milk is considered as Traditional sweet of Indian culture(Mithai) which people give to their near and dear ones on the occasions and now they use Dairy Milk as sweet(Mithai).Brand Ambassador chosen for Dairy Milk is none other than Megastar AmitabhBacchhan. He endorsed the brand so successfully that everyone loved the brand much more than they did. The endorsement has successfully captured the Indian festivals like Rakshabandhan, Diwali, Wedding, Birthdays etc… Now people give Dairy Milk as token of love, care and affection to their friends and family.
- GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.Cadbury Dairy Milkencapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!
- So, if we look at all advertising campaign of Cadbury Dairy Milk, it seems to target its audience very effectively. Their chocolates combination pack Celebrations" also targets the customer, considering their strengths which lie in happiness. We can say, that Cadbury very efficiently connects with the customers by touching their hearts in the moments of joy.As a result, Dairy Milk is my favorite at least and I am sure that I am not the exception.So I close this, remembering The Real Taste of India with mouth of full of water. Please allow me to fill it with Dairy Milk for now.
- TV Advertisements is the most popular method for Dairy Milk to show their new campaigns to people so that they can more and more relate it with their personal lives. They also have ground promotions in different malls. They arrange some contests also to promote their brand.
- Cadbury Dairy Milk (CDM) entered the Indian market in 1948, CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication