A marketing project for developing IMC as well as an attempt to make cadbury's chocolates as the alternative for the traditional sweets for people of west bengal. The idea is to engage customers through cultural routes and also present chocolates from cadbury as the new alternative for traditional sweets on all occasions.

1. CADBURY MARKETING
PROJECT

2. Presented by:
Santosh
Lal

3. Background:
Cadbury is the Market leader in India in
chocolate confectionary industry. The main
brands in Indian market are Cadbury dairy
milk, 5 star, Perk, Eclairs, Celebrations,
Temptations, and Gems.

4. Cadbury’s Market share
Cadbury
75%
Nestle
16%
Amul
5%
Others
4%
Market Share: chocolates
Cadbury Nestle Amul Others

5. Cadbury Mishti Activation
Program
 Cadbury started its activation program in
Kolkata in 2012 through the sweet shops in
Kolkata where the consumers were asked to
vote for their favorite sweet shop. Then came
the “Cadbury weds Mishti program” in 2013
where more people were seen to participate.
The program was a huge success.

6. Cadbury Activation
Program
2014

7. Durga puja 2014

8. Target:
 Cadbury targets people of all age group,
from a 5 years old kid to 60 years old man.
 The target customers are from all walk of
life. Starting from school students to young
teenagers and even old people.

9. Positioning:
 Cadbury tries to position itself as a sweet
for every occasion. It tries to replace the
traditional sweets that Indians eat before or
during an auspicious ceremony. It wants to
be the sweet for every celebration in life.

10. Objectives of Mishti Activation
program 2014
 To be recognized as the sweet for every
celebration
 To be the sweet to eat before any good
auspicious ceremony
 To celebrate life and small happy moments
with Cadbury

11. Mishti Gang Program
 In 2014, Cadbury wants to start Mishti
activation program during Durga Puja in
Bengal.
 The program would start two weeks before
puja and run through the pujas. As it has been
seen during pujas and even before puja, while
shopping people hang around in groups.
Sometimes with families, with friends and their
loved ones. This is a perfect time to spread
happiness through activation program.

12.  Cadbury “ Mishti booths’ would be set up at
the different Pandals and people coming to
visit the puja with their gang of loved ones
would be offered gifts through on-spot quiz
and games. These games would be played
among their friends. Also a voting for the best
Pandal and idol would be done through the
participants.

13. Advertisement
 MEDIA SELECTED FOR ADVERTISEMENT:
 Print Media : Ads would be given in leading
newspapers (English and Bengali).
 Broadcast media: Both radio and regional TV
channels would be running advertisement for
more participation from the mass.
 Display media: Billboards near Pandals would
be displayed across the city.

14. Budget:
 Mishti booths : Rs. 10,00,000
 Newspaper Ads: Rs. 20,00,000
 Television and Radio Ads: Rs. 25,00,000
 Billboards : Rs. 15,00,000
Total Budget : Rs. 75,00,000

15. Thank You