This document provides information about Cadbury Dairy Milk chocolate, including its history dating back to 1824, advertising strategies used over time, strengths and opportunities for growth, as well as weaknesses and threats. It also describes techniques used in Dairy Milk advertisements such as using children, cinematography, sound, and targeting mainstream audiences. Primary research in the form of a questionnaire is presented along with responses. An idea for a student-created Dairy Milk advert is proposed and feedback on a draft version is summarized before changes are described and a final version is referenced.

1. DAIRY MILK

2. MAKING OF MILK CHOCOLATE 1897 + + + MORE MILKY =

3. CADBURYS HISTORY DAIRY MILK 1824 1861 Royal Warrant John and Benjamin Cadburys ‘’Cadburys Brothers of Birmingham’’ George and Richard Cadburys Johns sons BOURNVILLE 1905

4. ADVERTISING STRATEGIES 1976 Neil Diamond 2009 2007 2010 2008

5. UNIQUE SELLING POINT - CREAMY - NATURAL INGREDIENTS -USES HIGH PROPORTATIONS OF MILK THEN ANY OTHER CHOCOLATE BARS - USING THERE RECORD LABEL ‘GLASS AND A HALF FULL PRODUCTION - FAIRTRADE

6. STRENGTHS OPPORTUNITIES S.W.O.T Larges conducting supplier with the 9.9 % of the global market. The is a high financial strength, the sales turned over the year which started in 1997, the money £7971.4 this was per year, and the percentage per year is 9.4% In the cadburys, dairy milk there is a strong manufacturing competence, the brand name is popular and the leader is modern of products of today. The advantage of this product is that the marketing and the advertising just concentrates on the chocolate and also understanding of the audience and the buyers options towards the product. New Market meaning there could be an expanding of the emerging markets of China, Russia and India. This is because of the increasing of popularity, consumers wealth is increasing and the demand for confectionary product is increasing. The confectionary market is set apart by a high degree of merger and gaining activity throughout the years. Opportunities exist to increase share through targeted acquisition. The is a key to survive within the FMCG market is increasing competence and reducing costs. The dairy milk fuel for growth and effectiveness programmes seek to bring cost savings. Firstly, moving production to LEDC ' s, where raw materials and labour is cheaper. Secondly, reduce internal cost - supple chains efficiency, global sourcing and procurement, and wise investment in R&D. Modernisation is a key point, because the changes of the consumers taste and preferences is a big issue otherwise there would be no sells. So therefore there needs to be a lower calories and low in fat, to be able to achieve more in the marketing. WEAKNESSES The product is dependent on the confectionary and beverages market, however on other hand, other products such as Nestle have a more diverse product portfolio, where profit can be invest on other parts of the business. However dairy milk invest in just there many products. Other products have more experience even though dairy milk is world wide however it is very strong in Europe, they maybe a lack of understanding of the new emerging markets compared to other products. THREATS World wide products especially dairy milk there is an increase in the demanding of the energy, transport, packaging and sugar particularly. Competitive presser from other brands, can cause aggressive price and promotion activity by possible pricing wars in developed markets. Social changes the rising of health issues, obesity and consumers trying to watch they calories. Nutrition and healthier lifestyle maybe a risk for dairy milk itself let alone Cadburys

7. CADBURYS DAIRY MILK MARKET SELLING 33 OTHER COUNTRIES 1928 1933 UK BRAND LEADER

8. CADBURYS DAIRY MILK RIVALS RIVALS ADVERT WINNER V.S

9. SECONDARY RESEARCH

10. ASA GUIDENCE WHAT PART OF CADBURYS DAIRY MILK COMPLAINED ABOUT COMPLAINTS WHY FAIR TRADE ADVERT (ZINGALO) demeaning to African people and perpetuated racial stereotypes RACISM HEALTH ISSUES OBESITY THE PRODUCT ITSELF The sizes of the product, how many grams are in just one of the product. HEALTH ISSUES ALLERGIC Miss printing didn't’t inform costumer if the product contained nuts. THE PRODUCT ITSELF MISS PRINTING

11. PRIMARY RESEARCH – QUESTIONNAIRE Question 1 – Name Question 2- Age Question 3 – Occupation Question 4 - What is you're favourite kind of chocolate you may eat? GALAXY WON 8/20 Question 5 - What is you're favourite type of chocolate bar? MILK CHOCO WON 8/20 Question 6 - What is you're favourite brand of chocolate bar? GALAXY WON 8/20 Question 7 - How many times a week do you think you buy chocolate bars? 18 – 0-2 2 – 3-5 When you buy you're chocolate bar, what brand do you buy? GALAXY WON 8/20 What colours what you associate dairy milk with? 19 – PURPLE 1 - YELLOW If you were given £100,000 to film a dairy milk advert, what ideas would you have and how would you develop those ideas to make the advert? With the many dairy milk adverts, which ones were maybe you're favourite or the ones that stick out to you, and why do you think they stick out to other chocolate brand adverts? When seeing a dairy milk advert, how does it make you feel, does it make you feel like you want one and if so why?

12. TECHNIQUES CADBURYS USE IN THERE DAIRY MILK ADVERTS ADVERT 1 -1982 ADVERT 2 - 2008 ADVERTISING STRATEGIES The use of little children, persuasion. CINEMATOGRAPHY Use of zooming and long shot. CINEMATOGRAPHY Pans throughout the advert, as if it was a journey SOUND Using a well known sound track engages the audience, no diegetic with sound bridges SOUND TARGET AUDIENCE Mainstreamers. Also fair trade, reformers Diegetic sounding with no sound bridges MISE EN SCENE Recording studio, stays the same throughout CHANGE OF STYLE Both adverts show differences, the ideas, there is a to what the product is or meant to be representing TARGET AUDIENCE EDITING It smooths, its just panning like it’s a long story of him playing the drums Main Streamers (Everyone) EDITING Smooth Editing, with no jumps or fades. ADVERTISING STRATEGIES Use of well known soundtrack, something different to engage the audience MISE EN SCENE Continuous setting change through out the ad.

13. MY IDEA WHY: I picked this idea because its fun, interesting and there is a valid point of the product. WHO: 2 actors (someone who can play bass preferably ) WHERE: A room bigger enough to film in EQUPIMENT: Camera, Tripod and an editing system. SLOGAN: DAIRY ITS IN THE MILK .

14. http://www.youtube.com/watch?v=uT-I4jyNFpk&NR=1 DRAFT ADVERT

15. 19 People were asked….

16. Material Status.. 2

17. Ratings they gave…

18. Answers that they gave… Things they would change.. ‘’Consistent’’ ‘’The length of the advert’’ ‘’Changing the font to more like the cadburys dairy milk font’’ “The Dialogue could have been quicker to show excitement towards the product” ‘’Soundtrack included’’ ‘’Wasn’t showing the product at its potential’’

19. Things they would keep.. They said… “Unique storyline, which made it different in the advertising world, which I liked” ‘’The zoom shot of the dairy milk chocolate bar’’ “Using teenagers in the advert worked well because if using a adult, they wouldn't’t of pulled the story line off” “The swapping of the chocolate bar and the guitar worked well”

21. Using Garage Band

22. Consistent

23. Re filming - Finding the font.

24. HOW THE CHANGES AFFECTED MY ADVERT. Font trouble Sticking to the storyline Finding the right soundtrack

25. MY FINAL CADBURYS DAIRY MILK ADVERT.

26. THANKYOU FOR LISTENING AND HOPE YOU ENJOYEDANY QUESTIONS?