Cadbury Dairy Milk Shots aims to introduce chocolate to non-users and increase consumption among fringe users. Its target audience is youth aged 3-25 years from middle and lower middle income urban and semi-urban areas. Cadbury seeks to position Shots as an affordable substitute for traditional sweets. Its digital strategy focuses on social media, blogs, and video ads to reach this audience and establish Shots as a brand that celebrates small occasions. Performance will be evaluated based on fan growth, video views, shares and user feedback on these platforms.

1. Cadbury Dairy Milk Shots

2. Business Issues
• New brands are coming and existing brands
are introducing new variants to add up to an
already over crowded market
• There is lack of penetration in the rural market
where people tend to dismiss it as a high end
product. It is mainly found in urban and semiurban areas

3. Marketing Objective
• Cadbury in every pocket
• Marketing strategy is aimed at achieving this
vision by growing the market, by appropriate
pricing strategy that will create a mass market
and to have offerings in every category to widen
the market

4. Communication Objective
• Making it easily identifiable and enjoyable,
especially for the youth
• Promoting brand idea to Position CDM shots
as ”chocolate laddoo”

5. Typical Prospects
• Age Group:- 3 to 25 years
• Occasions :- Diwali, Rakhsha Bandhan etc
• Income Group:- Middle class and lower middle
class
• Geographical :- Urban and semi-urban

6. Preference/Choice
•
•
•
•
Easily Available
Brand Loyalty
Taste
Occasion

7. Role in Prospect’s Life
• Substitute of traditional sweets (Mithai)
• Pocket Friendly

8. Cadbury
• In India, Cadbury began its operations in 1948 by
importing chocolates. After over 60 years of existence,
it today has six company-owned in India.
• Cadbury India enjoys a value market share of over 70
percent in the chocolate category.
• Cadbury launched CDM Shots in 2008, Positioned
as ‘chocolate laddoo’ and priced at Rs. 2 for 2 pieces,
the attempt was to introduce the product to
consumers
as
the
perfect
value-for-money
accompaniment for their small celebratory occasions.

9. Cadburys other brand
• Chocolates (Cadbury Dairy Milk, 5 Star, Perk,
Bourneville, Gems)
• Beverages (Bournvita, Tang)
• Biscuits (Oreo)
• Candy (Halls, Eclairs)
• Gum (Bubbaloo)

10. Resources
• The Company employee approximately
1,40,000 people and have operations in more
than 70 countries
• More then 38,000 distributors and retailers in
India

11. Relevance of the Brand
With a large section of Indians still choosing
traditional sweets (Mithai) over chocolates, an
offering was required that would seed
chocolate consumption amongst non-users
and help increase consumption frequency
amongst fringe chocolate users. Also, even at
its lowest price point, Cadbury chocolate was
still inaccessible to majority of the rural
population.

12. Category
• Positioned as ‘chocolate laddoo’ and priced at
Rs. 2 for 2 pieces, the attempt is to introduce
the product to consumers as the perfect
value-for-money
Competitor
• Nestle

13. Brand
Current Stage in Life Cycle
Currently it is in Growth Stage in Life Cycle

14. Brand vision building blocks
Questions
Why do people find me appealing?
What is my personality?
Who do I appeal to?
What relationship do I have with
them?
Why am I different?
How do I express myself?
How do I need to change
Answers
I am chocolaty and fit in everyone’s
pocket.
I am handy, affordable and sweet
All the chocolate lovers and all those
who love sweets
The people remember me whenever
they are happy or sad
I am as chocolaty as others but
everyone can afford me and trust me
I am the fun element which lies in
everyone and I connect all those who
love me
I don’t feel the need to change as
people trust me and adore me the
way I am

15. Customer
Introduction
• I am Preet Arora a student 20 years old, I am doing B.Com 2nd
Year, I love chocolates and like to have them on a daily basis, I
am fun loving extrovert but on the same time a studious and
determined student.
• Likes to hang out with friends, sincere, responsible

16. A Day In Life
I wake up at 7 A.M in the morning and go for
jogging , comes back at 8 A.M takes bath and
have breakfast then go to college attend
classes ,during breaks have some snacks and
chocolates(CDM shots) with friends comes
back to home at 6 P.M and goes for some chit
chat with friends again have some snacks &
chocolates and return home at 8 , watches TV
and have Dinner till 11 P.M and go back to
sleep.

17. Potential Media Touch points
•
•
•
•
Social Networking Sites
Blogs
YouTube
Mobile Application

18. Buying Process
Time Line :Mostly at the time of festival and auspicious occasion
Decision Making Process :•Past Experience
•Preferences
•Brand Loyalty
•Availability
•Affordability

19. Contd.
Motivators/Influencers
• Peer Group
• Retailers
• Opinion Leaders

20. IMC Campaigns
The new TVC captures the essence of the product aptly- sharing
among groups of friends, and further builds on the brand’s core
message of celebrating small but significant occasions with Shots.
Media Used :•TVC
•Radio
•Transit Ads
•Social Sites
Earlier Campaigns :•“Mann mai ladoo foota”

21. Opportunities in Digital
Media

22. Role of Digital Media
The Business End :•
•
•
Highly targeted marketing
Inexpensive to produce
Instant global branding
The Brand End :•
•
A consumer can directly associate themselves with the brand
Instant feedback

23. Objectives
Brand :• Direct Contact with consumer
• Instant feedback
• Visibility
Sales :• Increase in sales
• Less marketing expenses
Interactivity :• Direct Interaction with the consumer
• Quick consumer response

24. Online Strategy
Target Audience :- 14-30 Years
Market :- Urban and Semi-Urban
Campaign Objectives :•
•
•
•
Reaching target audience
Establishing core message of the brand
Generating Leads and traffic to site
To substitute Traditional sweets with Cadbury Dairy Milk Shots

25. Campaign Objectives
•
•
•
•
Reaching target audience
Establishing core message of the brand
Generating Leads and traffic to site
To substitute Traditional sweets with Cadbury Dairy Milk Shots
Option of achieving Objectives :• You Tube
• Social Networking Sites
• Bloggers Meet

26. Strategic Online Planning
14- 30
years age
group
Through
out the
year
Urban and
Semi Urban
Online
Strategy
Establishing
core
message of
the brand
Product
and
Consumers
Digital
Media

27. Digital Media Mix Vehicles
Push Marketing :•
•
•
•
Display of banner ads in college websites
Collaboration with Skype and other messenger
Online video ads in You Tube, Metacafe, Daily Motion
Online game sponsorships
Pull Marketing :•
•
•
•
Face book fan pages/Community
Blogs in Bloggers
Twitter
Search engine Advertising

28. Media Plan Brief
Marketing Objectives
Reaching target audience
Establishing core message of the brand
To substitute Traditional sweets with Cadbury Dairy Milk Shots
Target Audience
Age Group :- 14 – 30 years
Urban and semi urban
Middle class and lower middle class
Communication Task
To substitute Traditional sweets with Cadbury Dairy Milk Shots

29. Contd.
Media Vehicle
Role and use
Timing
Priority
Budget
Face
book/Orkut/
My space/
Google +
Creating Fan Pages
and regular
interaction with
consumers,
contests during
special occasion
Through the
Year
1
-
Twitter
Continuous
update and
real time
interaction
Through the
year
2
-
You
Tube/Metacafe
Video
streaming of
ads
Through the
Year
3
Cost of TVC AD

30. Evaluation Matrix
Face book/Orkut/ My space:•
•
•
Number of likes
Number of people talking about the page
Number of share
You Tube / Metacafe :•
•
•
Number of viewers
Number of video share
Comments / Feedback
Twitter :•
•
Number of followers
Number of Interactions