The document discusses Cadbury Dairy Milk's brand management strategies and responses to questions. For question 1, it recommends appealing to emotions (pathos) and culture (ethos) while also providing health facts (logos) to change perceptions of regular chocolate consumption. For question 2, it discusses how celebrity endorsements like Amitabh Bachchan can be effective due to performance, credibility, trustworthiness, and attractiveness. For question 3, it argues that the "Real Taste of Life" campaign could work in rural markets by connecting to emotions and traditions through relatable advertisements.

1. Dairy Milk Case Based
Assignment
Brand Management
11/9/2016
SubmittedBy:
Rupali SinghPGFA1543
Abhi Tomar PGFA1503
SubmittedTo:
Prof.RajeshElhance

2. Question 1: As a brand manager of Cadbury Dairy Milk, you have been asked to change the
consumer’s perception about eating chocolate on regular basis. What recommendation would
you make?
Answer 1: We would recommend going with:
 PATHOS: Emotions
 ETHOS: Cultural
That is being used by the company to attract customers and position accordingly.
 Ethos by showing Emotional strength of relations in Indian families for e.g.: In their
previous advertisement they portrayed father and son relationship and also in festival
season using festive spirit to maintain strong relationship with customers such as in
Rakshabandhan Brother and sister relation as well by using “kuch meetha ho jaye”
concept to connect with customers by using chocolates replacing sweets.
 Pathos by relating with different cultures of India. In India different cultures need
different products for e.g. South Indians prefer more bitter taste chocolates in comparison
to North Indians so they are currently trying to diversify in all customer segments of India
as they have launched “Bourneville” to serve south origin customers.
We would like to suggest that they can add some more facts of health to attract more
customers who are health conscious and people who have less knowledge about the
advantages that we can get from chocolates:
 LOGOS: Facts =.> That can be helped by using facts and figures for e.g. For Bourneville
and Fruit and nut dairy milk they can use:
o Dark chocolate reduces the risk of heart disease.
o It improves blood flow.
o Reduces Weight.
o Nuts are helpful to maintain strength and shaping the body etc.
By showcasing these type of facts or concepts in their advertisement they can improve their
image of brand and connect and maintain relationship with customers more easily and
effectively
Question 2: Most celebrities act in the capacity of persuasive role models and, that too, they
usually appear in television commercials. Discuss the effectiveness of deploying a celebrity
such as Amitabh Bachchan as its brand ambassador.
Answer 2: 20% of all celebrities in India are endorsed by celebrities. In a research it shows
that endorsement results in more favourable achievements, ratings, brand evaluation and can
have substantial positive impact on financial returns of the company’s success of celebrity
endorsement to-

3.  Celebrity Performance: It refers to the achievement of a celebrity in their chosen, a
profession when a celebrity fails to perform acceptably, as defined consumers, a celebrity
endorsement effectiveness levels to decline.
 Celebrity Credibility: Subjects exposed to a source perceived as expects exhibit more
agreement with the source recommendation then did those exposed to a source with low
expertise.
 Celebrity Trustworthiness: Miller and Basheart found that a highly opinionated message
from a highly trustworthy communicator produces an effective attitude change while non-
trusted communicators impact proved immaterial.
 Celebrity Attractiveness: The model suggests that the attractiveness of any source is
determined by the communication receiver’s perception of the sounds similarity,
familiarity and likability.
Question 3: Do you think the campaign “Real taste of Life” would be effective in the Indian
Rural Market? Discuss.
Answer 3: “The Real Taste of Life” can be effective in Rural Market as well.
Previously they broke barriers by this campaign such as perception that the chocolate is only
for kids which was rectified by their advertisement:
 Indian Young girl dancing on occasion of Indian Cricket Team winning a match and
eating Dairy milk chocolate to celebrate.
 One more advertisement “Khane walo ko kahne ka bahana chahiye” ensured by these
advertisements adults can also have chocolates.
Other advertisements kuch meetha ho jaye or pappu pass ho gya also relatesus to rural market
as:
 It connects to emotions and festive season greeting by replacing sweets as festivals are
celebrated in India everywhere in urban as well as rural sector.
 They are also introducing low priced products and also combo’s to attract every type of
customers.
 They are not targeting people but their feelings and it relates to every type of people.
So it can be successful in any type of Indian Market in our opinion.