Cadbury Dairy Milk was introduced in 1905 in the UK and is now enjoyed in 30 countries. In the 1990s in India, chocolate was seen as for kids only and had 10% market share. Cadbury positioned chocolate as for adults too with their "real taste of life" campaign. In 2002, Cadbury bars were found to have salmonella, poisoning 40 people and losing them market share. To regain trust, Cadbury improved packaging, hired Amitabh Bachchan, and launched educational and celebratory campaigns like "Kuch Meetha Ho Jaye" that helped them recover their 71% market share.
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
The presentation tries to cover the repositioning strategies adopted by Cadbury Dairy Milk since the 1990s to keep reinventing their image in the minds of the customers.
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
Cadbury's Media Planning :
- History
- Brand Family
- Cadbury in Various Media: TVC, Print, Social Media, PR
- Campaigns, Marketing Equation
- Cadbury's pandemic marketing
- Cadbury's collaboration with Ogilvy
-Reasons behind success
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
The presentation tries to cover the repositioning strategies adopted by Cadbury Dairy Milk since the 1990s to keep reinventing their image in the minds of the customers.
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
Cadbury's Media Planning :
- History
- Brand Family
- Cadbury in Various Media: TVC, Print, Social Media, PR
- Campaigns, Marketing Equation
- Cadbury's pandemic marketing
- Cadbury's collaboration with Ogilvy
-Reasons behind success
Detailed crisis description with step by step communication strategies by Cadbury, their responses, campaigns and the government's reaction to the crisis along with my evaluations and suggestions.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
The presentation covers almost all areas of cadbury business starting from its origin, history, SWOT analysis, HR function, Finance function, Production & Operation, recent news and others.
I hope it will be beneficial to you.
Detailed crisis description with step by step communication strategies by Cadbury, their responses, campaigns and the government's reaction to the crisis along with my evaluations and suggestions.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
The presentation covers almost all areas of cadbury business starting from its origin, history, SWOT analysis, HR function, Finance function, Production & Operation, recent news and others.
I hope it will be beneficial to you.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
2. History of the company
• Cadbury Dairy mailk was first introduced in the early 1905 in
UK
• CDM is enjoyed in 30 countries in all over the world
• The cadbury mega brand’s broad family of products today has
an international retail value approaching US$ 1 billion
• Cadbury came in India in 1948
• Cadbury factory in India churns out approx 8000 toness of
chocolates a month
• Their chocolates reach out 6500000 retailers directly or
indirectly.
• Key Brands are CDM,5STAR,PERK ECLAIRS,FLAKE ETC.
3. Indian Chocolate Industry
• In early 90’sChocolates were seen as meant for kids, usually as
a bribe or reward for them
• In FMCG Market , only 10pecent of total market share hold by
the whole chocolate industry
• This industry was only dependent on children and kids
• The players were Cadbury, Amul, Nestle, and some local
players.
4. Brand positioning of cadbury dairy milk
• In mid 90’s ,CDM positioned chocolates as not only for kids
but also for adults.
• Immediately they released an award winning Campaign “the
real taste of life”, shifting the focus from just for kids to kids in
all of us
• The Brand targeted the young people in their campaign
• Their packaging was also unique and attractive
• As a result it effected the whole cadbury industry in India.
• Market share increased from 10% to28% in just 3 years
5. Cont.
• Cadbury became the market leader.
• 70% of market share is hold by Cadbury aloane in chocolate
industry till 2002.
• Out o which 30%only by CDM
7. Controversies
• The gaurdian reports that Cadbury chovcolates bars tainted
with salmonella may have poisoned uto 40 people.
• Insects found in dairy milk bar
• The Food Standards Agency (FDA) accused about the quality
of the product.
• Unhygienic condition within the factory
• As a result the company lost his market share (from 69 % to
53%) and the comapetitor were taking the advantage of this
situation.
9. The measures taken by CDM
• Company is responsible for this problem and take the
necessary action as a proactive company to win back the
consumers to win back the trust to consumers.
• Paid more attention to the way its chocolates were stored by
nearly 650000 retailers across the country
• In the next month of the controversy, they launched a project
vishwas, a retail education programme under which 190000
retailers were covered.
• Mission was to generate awareness and providing assistance
in improving storage quality.
10. Cont.
• Improved the packaging
I. The new double packaging for even for the
smallest offering ( 13gm Rs 5 cadbury dairy milk) had the bar
wrapped in aluminium foil and enclosed in a poly flow pack,
which was sealed from all sides.
I. Spent nearly 25 cr. On the new machinery for the new
improved packaging(2002 -2003)
II. They also signed bollywood icon Amitabh Bacchan as a
brand Ambassdor.
III. With the help of O&M, it created a campaign which aimed
for both rational and emotional appeal.
11. Result
• Cadbury stepped up its advertisng spent in that yaer(2003)
was nearly 40 cr.
• Turnover was of nearly 729 crore.
• The company bounced back as the campaign hit the screen
• The recovery began in May 2004 when cadbury’s value share
went upto 71%
• CAMPAIGN like “Kuch meetha hojaye”associated cadbury
dairy milk with celebratory occassions.
• “Pappu paas hogaya” beacme a part of a a street
language,focused on targeting kids as well as young
12. Awards and achievements
• The prestigious ABBY Awards, held in march, recognise
creative excellence in the Indian advertsisng industry.
• The ultra perk campaign won 4 silver awards and Cadbury’s
camapign “misss palampur also won 1 silver award”.
• CDM also won the “ Reader’s digest trusted brands” gold
award for the viatmin health supplement health category in
2006.
• The merit was based on was based on 7000 responses from
questinnaires and telephonic interviews across asia.
• It also received a Bronze award at the cannes lions for
partnering with the mobile phone operators in 2005 to
provide exam results via SMS to school children.