advertisement study,Cadbury chocolate, perk,marketing strategy

2. Submitted to
Miss ANSA IQBAL

3. My project topic is how the commercial of
perk targeted its customers

4. Cadbury : Overview
 Cadbury is a British
confectionary company
 Headquarters in Uxbridge,
England.
 The oldest and largest
family-run businesses in the
world
 In 1969, it merged with
Schweppes Limited
 Third leading producer of
soft drinks and fourth
leading confectionery
manufacturer in the World.

5. How large Cadbury is?
 Around 65,000 Employees
 35,000 direct and indirect
Suppliers
 Direct operation over 60
Countries
 The company's brands are
like Five Star, Gems, Éclairs,
Perk, Dairy Milk.

15. Perk chocolate
 Less price
 Crunchy
 wafers

16. dvertisement attraction
 Targeting low income people
 Attractive commercial
 Commercial aims at showing that people become
energetic

17. dvertisement attraction
 They have shown that the chocolate was so refreshing
that made the people active
 They have mainly targeted the youth.
 The strategy behind the add is that it is so light in
comparison to the dairy milk

18. Advertisement attraction
 They have also shown that the man who was exhaust
by jogging became happy after eating the chocolate
 They have clearly shown the lower price that they have
set i.e. Rs. 5 and 10

19. dvertisement attraction
 They have clearly mentioned in the end that perk have
the glucose energy.
 A pleasant sound was started at the back when the
men ate up the chocolate

20. Advertisement attraction
 It was clearly shown that it has wafer coated with
chocolate…. As they have shown at the end chocolate
falling on the wafer
 They have made just 30 seconds ad according to their
price scheme

21. Advertisement attraction
 They have not casted any celebrity in their
advertisement because of their low price of the
product
 They have shown common people to show that it is
affordable for low income group

22. Advertisement attraction
 The slogan of the advertisement shows that we should
enjoy life

LIFE K MAZAE LO

23. Out of order
 Perk released its TV commercial 'Out Of Order-
Anarkali' featuring young Pakistani TV actors Sajal Ali
and Shahroz Sabzwari.
 Designed by Ogilvy & Mather
 produced by The Vision Factory

24. Analysis
 The TVC shows a typical university ragging scene
where an out of order Sajal Ali speaks like a man and
dances in Anarkali style.
 Baffled, the senior boys offer her a Cadbury Perk and
Voila! She turns into the ever charming Shahroz
Sabzwari.
 who stuns the senior boys with his cool dance
moves and heroic attitude.

25.  They have right targeted the humerous concept
 Dance steps were stunning showing energy boost up
 Music played at the back was pleasant and it was
attracting mind
 It clearly targeted the youth
 The commercial manages to make smile the audience

26.  The dress that they are wearing match with the
product making a strong product image for longer
time.
 There are many fans of Sajal Ali and Shahroz Sabzwari

27. POSITIONING STRATEGY
OF PERK
 Perk always had a charm and its persona of a bubbly
youthful brand
 Priety Zinta is still remembered along with the brand.
 The new face of the Perk is entirely opposite to the
brand's previous image

28.  The new Perk is targeting the youth 14-18 year olds
which are looking for a snack which is refreshing.
 The new launch is the result of a study conducted by
the company which showed that youth prefers a tasty
snack which also refreshed them.In comparison to the
dairy milk.

29. COMPETITORS
OF
CADBURY

30.  The chocolate market in Pakistan increased at a
compound annual growth rate of 6.6% between 2004
and 2009.
 The molded bars segment led the chocolate market in
Pakistan in 2009, with a share of 46.2%.
 The leading player in chocolate market in Pakistan is
Cadbury plc.

31. In western countries.Within Chocolate, it's interesting
that Cadbury is a very small player outshone by
Another market player is
sonnet

32. Another market player is
(Maltesers, Hershey's Kisses)
These include identical products packed in bags or
boxes (also known as self lines). On store shelves with
count small molded bars if bagged. But we merely see
its commercial on media

34. Awards won by Cadbury for its
Performance & Quality
Cadbury Schweppes plc was awarded Business in the
Community's Jubilee Award
GOLD award for the "Best Insights and Strategic
Thinking"
Brammer Energy & Environmental Improvement Award ,
2009
Cadbury's Gorilla Among D&AD Winners,
2008

35. CONCLUSION:
Its commercials are very attractive targeting every movement
.they are playing well in the market with good market share
and their competitors are not so much active like sonnet,
paradise , and candy land choclate now.
The advertisement was somewhat copy of snickers indian
campaign
They have focused more on joyness rather then good taste.