The document summarizes Cadbury's integrated marketing campaign in India. Cadbury aimed to change its image from a kids' brand to one for everyone by connecting to Indian culture and traditions. The "Kuch Meetha Ho Jaye" campaign sought to position Cadbury as an alternative to Indian sweets for joyous occasions. The campaign was a success, helping Cadbury almost double its business in India within three years by increasing the number of occasions when people consumed Dairy Milk chocolate.

1. INTEGRATED MARKETING
COMMUNICATION (IMC)
CAMPAIGN

2. Harshvardhan
Jasmeen
Jay
Jigar
Kuch Meetha Ho
Jaye

3. Company & Introduction
• 1824 – British confectionery company
• 1948 – India
• 2010 – acquired by Kraft Foods
• 2011 – Market leader in India

4. Situation Analysis
• Before this campaign began, the chocolate industry
had faced some major problems.
• The price of cocoa had gone up steeply in 1991
• The price of chocolates went up.
• Adults refrained from eating chocolates and were
in a way reluctant to do so because of the kids'
image associated with it..

5. Campaign Objectives
• Change the image
• Kids -> Everyone
• Connect to the Indian-ness
• Alternative to the domestic sweets, ‘mithai’.
• 'Indianization' of the brand
• contemporary image to connect with the youth as
well.

6. Communication Objectives
• Localisation
• Emotional Quotient
• Competing with a different product category

7. Communication Strategy
• Market Share.
• Position.
• Trusted Brand.
• Targeted.
WHATEVER YOU START, START IT WITH DAIRY MILK
and it will be successful.

8. Strategy & Execution
• The company came up with more innovative
campaigns to increase the number of occasions on
which people could eat a Diary Milk.
• The 'Kuch meetha ho jaye' campaign was an effort
to try and replace the traditional Indian sweets
with Diary Milk.
• In the Indian tradition, people generally eat and
distribute sweets on any joyous, festive occasion
and Cadbury tried to depict all those occasions...

9. Results / Impact (ROMI)
• After 2005, Cadbury in India almost doubled the
business in three years.
• Sales growth was 22% - the compounded growth
rate over the past three years from 2005 to 2008.
• In the years from 2005 to 2009, it also doubled its
turnover.
• The impact of the inflation in 2009-2010: STRANGE
• Chocolates especially had a growth in volumes from
2% to 21.8%.
• The reason…

11. The End.
05-02-2015 11Economic Policy 1991

12. 05-02-2015 12Economic Policy 1991