Integrated marketing communication (IMC) campaign for Cadbury Kuch Meetha Ho Jaye

1. INTEGRATED MARKETING
COMMUNICATION (IMC)
CAMPAIGN

2. Kuch Meetha Ho
Jaye
Harshvardhan
Jasmeen
Jay
Jigar

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.
06-10-2014 Economic Policy 1991 11

12. 06-10-2014 Economic Policy 1991 12