understanding the emotional association between Cadbury and old people

1. Submitted to: Submitted by:
Prof.Abhigyan Sarkar Lovely Chauhan
12BSPHH011233

2. Cadbury was incorporated in India on 19 July 1948.Currently, Cadbury India operates in
four categories: chocolate confectionary, milk food drinks, beverages and candy & gum
category. Its product include Cadbury dairy milk ,Bournville,5 star ,perk ,Gems ,Éclairs,
Bournvita, Cadbury dairy milk shots, Cadbury Dairy Milk ,Hall, Tang and Oreo .
Today it has five company–owned manufacturing facilities at thane, Induri(pune),
Malanpur(Gwalior), Banglore and Baddi (Himachal Pradesh ) and 5 sales offices in five
metros. The corporate office is in Mumbai.
It works as team to convert products into brand .
Cadbury enjoys the the market share of 70 % -the highest Cadbury brand share in the world.
The brand Cadbury Dairy milk is considered as the ‘gold standard’ for chocolates in India
.the pure taste of Cadbury dairy Milk defines the chocolate taste of India .
Brand ambassador of the Cadbury dairy Milk is Amitabh bachchan who also responsible to
pull large mass consumers as he is considered as the legend of Indian film Industry and
having huge fan followings .

3. SEGMENTATION, TARGETING AND POSITIONING
SEGMENTATION:
The segmentation of dairy milk is based on three things:
 Geographical : geographically dairy milk is segmented in the in areas on the basis of
the customers preferences and are sold more predominantly in areas which consumes
more snacks or junk food .
 Impulse buying : These type of consumers form a major chunk of the consumer base
that the product caters to.
 Gift segment: Dairy Milk is being used as gift which is a trend getting success in the
Indian market.
 Dessert segment : this is the latest segment on which the Cadbury is focusing as there
is a tradition of having desert after meal and this is the segment which is catering to
the large market.
TARGETING
Target market for the Cadbury is the every member of the family .Earlier Dairy Milk targated
only kids and youth who bring chocolate to celebrate special occasion but it limited the
market for Cadbury. For this reason Cadbury came up with a campaign “kuch meetha ho
jaye” to make dairy milk synonymous to sweets so that it could target all age group.
POSITIONING
In India it positioned itself as “spontaneous ,special ,carefree, real moments, in the initial
stage .later it tried to positioned itself as brand that synonymous to sweets. Most recently it
positioned itself as something that is auspicious as the sweet which is generally offered as
‘bhog’ to gods

4. PROMOTIONAL PROGRAMS ADOPTED BY CADBURY DAIRYMILK
 1994: The real taste of India :
This campaign was launched as a chocolate that awakened the child in in every grown
up
Target: during this campaign Cadbury Dairy Milk target was adult which was later
shifted from just for kids to the kids in every adult .
MediaChannel: It was communicated to the consumers by using television
,newspaper and hoardings.
 1998: “Khaane Waalon ko khaane ka Bahana Chhayie”
In 1998 with a launch of Rs .5 pack in 1998 Cadbury Dairy Milk become more
affordable and became more accessible for the masses. The ensuring positioning of
“Khaane Waalon ko khaane ka Bahana Chhayie” made consumption into into
joyful, social occasion.
Target: Under this campaign Cadbury Dairy Milk targeted wider masses which
shifted over the years to appeal to a wider masses based on age ,gender etc.
Media Channel: the medium used during this campaign were TV,print and hoarding
 2004: “Kuch Meetha Ho Jaaye”
In 2004 “Kuch Meetha Ho Jaaye” campaign was launched, in order to increase its
consumption using it as replacement for the sweets.
Target : Its main target was conversion of sweet consumers to chocolate consumers
.later Cadbury went ahead with the celebration packs with these ads.
Media Channel: Its used TVC,Print,Hoarding and Social Media to communicate its
message to the mass market .
 2010: “Shubh Aarambh”
In 2010 “Shubh Aarambh”campaign was launched drawing lines from the traditional
Indian custom of having something sweet before embarking on something new.

5. Target: During tgis Cadbury dairy Milk targeted the beliefs of the Indian that
anything begun by having something sweet provides good luck.
Media Channel: again this campaign also used TVC, Print, Social Media and
Newspaper.
 Currently: “Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye”
Currently Cadbury Dairy milk launched “Khaane Ke Baad Meethe Mein Kuch
Meetha Ho Jaaye” which focused on after dinner sweet.
Target: main target is to targeting the habits of Indian to have desserts after meal .
Media Channel: This campaign used TVC ,Print ,Social Media and and hoardings.
 VAN SEEDING ACTIVATION : Cadbury Dairy Milk also hire below the line
agencies to make the chocolates available to those areas where there is no dealer
distribution .

6. ABOUT MY ADVERTISEMENT
 Why Cadbury Dairy Milk......
Chocolates are always favourite to everyone and when it comes to celebrate the
happiness of your life the first name comes to our mind is CADBURY –Chocolate
for celebration. In India Cadbury Dairy milk is a market leader in the chocolate
confectionery market and also enjoyed the trust of its customers.
 Target customers : old people (50 + years)
 Emotional appeal: In other advertisement of Cadbury dairy milk there are several
reason to have chocolate like as desset after meal, in place of sweet , it can be used as
gifts on a special occasion .
But in my advertisement of Cadbury dairy milk its giving happiness to the old people
and helping them to forget about the loneliness of their life.
 Benefits to the company: As already the Cadbury dairy Milk target consumers are
from all age group but by targeting on this segment they can easily connect with the
hearts of mass consumers.
 Main theme of the advertisement
Zindagi ki mithas rakh lena ...jarasa Cadbury chakh lena ....”
The tagline itself suggesting that the advertisement is trying to show the emotional
feelings of the customer .In this advertisement My target consumers are old people .
So many times we see in this fast moving life people are so busy with their lives that
they usually don’t have time for the old members of the family . In these last years of
their lives but these people usually miss the love ,care and affection.
Celebrating happiness may not require any specific reason for celebration, sometimes
a small flashback of your happy moments may bring a smile on your face. In this
context I have tried to create a Cadbury Dairy Milk advertisement.
“Zindagi ki mithas”are those happy moments which were enjoyed by these old
people when they were young and while having Cadbury Dairy milk they go back to
the flashback of their happy moments and they forget about the their loneliness .