This document provides an overview and analysis of Cadbury Dairy Milk chocolate. It discusses the history of Dairy Milk, from its origins in 1897 to its current global success. Key points covered include the original recipe, advertising strategies over time featuring slogans like "a glass and a half of full cream milk," and Dairy Milk's rivalry with Galaxy chocolate. Market research results are presented showing Dairy Milk is more popular among consumers and has more memorable advertisements than its top competitor.

1. DAIRY MILK PRESENTATION – SCRIPT.
Welcome ladies and gentleman, today I am going to show and present to you
about recommending a new advert for Cadburys Dairy Milk. However to start
making the advert, I researched the advertising of Dairy Milk and its history of
the company and its negative and positives in how the company works.
On screen 2 you can see the making of Dairy Milk chocolate. Milk chocolate
started in 1897. The basic ingredients consists of Milk Powder, Cocoa Butter,
Cocoa Mass and Sugar, this made the perfect milk chocolate. However a few
months later, the recipe changed instead of Milk Powder it changed to
Condensed Milk. This made the chocolate Milkier. This however wasn’t the
maker’s idea, this was the buyers and consumers they thought of the change
because they believed that the making of the chocolate more milky they could
taste the natural ingredients more.
As you can see on screen 3, the history of Cadburys, the company started in
1824, it was shared by two brothers, John and Benjamin Cadburys. The name of
the Company was called ‘Cadburys Brother of Birmingham.’ They opened a office
in London in 1854, the received the Royal Warrant as manufacturers of chocolate
and cocoa by Queen Victoria. Frederic Kinchelmean he was a master
confectioner he shared the recipe with the Cadburys Brothers. In 1861 the
business accepted new owners, George and Richard Cadburys, Johns Sons. They
soon bought land to build a factory on the outskirt of Birmingham. They
renamed the Bourn Brook estateBourneville this was opened 1897. 1905 was
launched
Screen 4, the advertising strategies, the advertisement strategies throughout the
years Dairy Milk have also try to keep a strong association with milk, with
slogans such as ‘a glass and a half of full cream milk in every half pound.’ A
advertisement that features a glass of milk pouring out forming the bar. On the
9th of March 1976 American singer Neil Daimond performed a concert televised
throughout Australia during which he did a humorous live commercial for Dairy
Milk. This concert included the ad as a bonus selection; this was released on DVD
on the 1st of July 2008. In 2004 Cadburys started a series of television
advertisements in the United Kingdom and Ireland featuring a person and an
animal representing the persons happiness debating weather to eat the range of
chocolate bars including Dairy Milk. This is where the half and glass production
comes in place, in 2007 Cadburys launched a new advertising campaign entitled
‘Gorilla’ from a new in house production company called glass and a half full
production the advert was shown in the season finale of Big Brother 2007 and
consist of a Gorilla at a drum kit drumming along to a Phil Collins song, ‘In the Air
Tonight.’ It is supposed to elate the joy of playing drums of the eating of the
chocolate bar. The advert has now been extremely popular with over 3,0000 on
youtube and put the Phil Collin hit back in the UK charts. On 28th March 2008 the
second Dairy Milk advert production by glass and a half full production aired, it
features several trucks at night at a empty runaway at a Mexican airport racing
to the tune of Queen ‘Don’t stop me now’ the ad campaign run at the same time
as the problems at Heathrow terminal 5 with baggage handling. In the advert

2. bagging was scattered round the runway. On the 5th September 2008 the Gorilla
advert was re - launched with a new soundtrack Bonnie Tyler ‘Totally Eclipse of
the heart ‘ a reference to an online mash up of the commercial, similarly of the
truck advert appeared using Bon Jovi’s song ‘Livin on a Pray’ with both remarks
premiered over again during the finale of Big Brother 2008. In January 2009
other adverts were released with two children moving their eyebrows up and
down rapidly to the electro funk music beat ‘Don’t stop the rock’ by freestyle. In
April 2010 a fifth advert aired containing a scientist mixing milk and chocolate to
make a Dairy Milk bar to the tune of ‘the only way I know’ by The Charlatans.
This production is now well known and was also launched as part of ‘the glass
and half full production’ Company, the first song released was ‘Zingalo’ ftTinnie
to promote fair trade Cadburys Dairy Milk.
Screen 5, the SWOT analysis, when researching the SWOT analysis I found out
these
The strengths - Cadburys- Dairy milk is the largest 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
concentrate on the chocolate and also understanding of the audience and the
buyer’s options towards the product.
The weaknesses - The product is dependant 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.
The opportunities - 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.
There 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.

3. 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 change of the consumers taste and
preferences is a big issue otherwise there would be no sells. So therefore there
needs to be lower calories and low in fat to be able to achieve more in the
marketing.
Screen 6, the unique selling point, firstly it is a worldwide product, majority of
the worlds population know what the product is. Its advertisement techniques
are unusual and different, therefore the consumers and buyers that are
interested would be more concerned about what this product is. The product is
part of Fair Trade and is selling chocolate that is fair trade and that is natural so
therefore no worry about any ingredients that aren’t shown in the advert when
being advertise, so no fakery. The is a variety of Dairy Milk such as Dairy Milk
Fruit and Nut , Dairy Milk Bubbley , etcetc. These were the unique selling points
for Cadburys Dairy Milk.
Screen 7, the marketing of Dairy Milk, the history of dairy milk, as soon as it
started was high in marketing, one of the highest product to hit the selves, The
history of the marketing of dairy milk, in 1913 it was the best selling Cadburys
product, this put an edge towards making it world wide, by 1922 Cadburys
opened a factory in Tasmania making the Cadburys Dairy Milk for Australian
market.In Mid 1920s Dairy Milk become UK brand leader - a position it still
enjoys today. In 1928 Fruit & Nut was introduced as a variation of Dairy Milk.
The "glass and a half" advertising slogan was introduced, which made Cadburys
stronger and more world wide, and is still stronger today .In 1933 WholeNut was
added to the Dairy Milk family, this straight away sold world wide. By 1948
Cadburys Dairy Milk was sold in India.
In 1998 Dairy Milk re-launched with the new and modern pack design, but its
recipe and unique taste are still very similar to the original recipe, which now is
selling in 33 other countries making the biggest selling chocolate of all time.Dairy
Milk is the highest in the food, chocolate market, its reasons why Cadburys Dairy
Milk is so 'famous' and so well known is because in 2009 Dairy Milk went fair
trade tripling the fair trade cocoa sourced from Ghana, meaning sticking to the
fair trade scheme Cadburys will pay a guaranteed minimum.
Screen 8, Cadburys Dairy Milk rivals, Dairy Milk biggest rival is Galaxy, reasons
why these brands are against each other are firstly, they are the biggest two well
known brands, they have the most support in there consumers and buyer’s all
over the world. However what makes them different to each other and less like
each other is the advertisement strategies and how well they connect with
different genders and ages. Firstly I found a video on the internet of a survey
that was done in September 2008 by a marketing magazine. They were asking
the public what type of chocolate they eat and enjoy, it was between Dairy Milk
or Galaxy. Here it is
http://www.youtube.com/watch?v=pUyln1qpj6E&playnext=1&list=PLA87D5FC0FAA62B98&in

4. dex=62. After watching the video over and over again I made a tally of what
chocolate the public would enjoy more. There was two questions in the survey, 9
people were asked, the first question was what was there favourite chocolate
and the second question was what was the most remember able advert out of the
two companies. For the first question, there were three answers that was Dairy
Milk, Galaxy or Neither. The results were 3-said Galaxy 4 said Dairy Milk and 1
said Neither. So therefore more people enjoyed Dairy Milk to Galaxy. The second
question was do you remember any of the brands advertisements, the answers
was yes, no or cant remember. 3 said yes I remember Galaxy adverts, 4 said yes I
remember Dairy Milk adverts. The advert that was most said was the Gorilla
advert playing the drums. 1 said I cant remember. So throughout the survey
Dairy Milk was the most popular out of the 2 questions. So therefore the
advertising of their product is most remember able, the reasons as said in the ad,
galaxy leaves a thick chocolaty taste in your mouth, another reason why Dairy
Milk is more remember able is because Dairy Milk chocolate is more natural and
the technique od dairy milk is better. The advertisement of dairy milk is said to
be strange but also brilliant. The galaxy however is said to be smooth and more
creamy, the advertisement for Galaxy they use the brands silk in one of the
adverts and there is a use of identification in sex and the city which majority of
the world have heard of. So therefore there going to approve more when using
identification.
Screen 10, secondary research I found most of it on the internet, ive recorded It
on my stixy. Here are some screen shots of my research. I researched on stixy,
the history, the advertisement skills, the adverts, the SWOT analysis and much
more.
Screen 11, primary research. I asked facebook friends to fill out a survey, 20
people responded 12 female 6 male, the questions I asked was what was there
favourite brand, what was there favourite chocolate they ate and what was there
favourite type of chocolate. So as you can see dairy milk one at of the 2 question
that had Cadburys dairy milk in them. The third question was the type of
chocolate as you can see milk chocolate one, so therefore Dairy milk get the vote,
as it is a dairy milk chocolate. So therefore I now know it is a good product to
pick to advertise on. There was other questions asked ‘ if they had 100,000 to
make an Cadburys Dairy milk ad, what would be there idea. I ask this because I
wanted a perspective from a buyers or fans point of view. Some people said to
dress up in various animal costumes and play different instruments, this survey
helped me because I now know what my audience what or have gave me ideas of
the next Cadburys Dairy Milk advert.
Screen 12, the techniques in the Cadburys Dairy Milk adverts, the techniques are
unusual and clever, here is a few adverts I analysed on stixy. Advert 1, the
advertisement strategies is to use younger generations to be able to persuade
the audience to buy the product. They use identification to engage the viewers
that they have a celebrity in there advert so therefore the audience think that it
is a better advert. The target audience is for younger generations it seems,
however in the 80s in advertisement there was no law targeting young
generations towards ‘unhealthy’ food. So therefore it was easier to persuade. The

5. second advert, the advertisement strategies changed and they were engaging
the audience by using sex appeal, female abilities’ towards the product, they also
used a calm and collective voice over throughout the advert so the audience
what get trapped in this advert and its harder to say no. The target audience
when looking back out the advert, the women biting the chocolate, there is a
definite female prospect in the advert. However there was a male commentary so
therefore also male prospects. However there is no sign of children in this
advert. So the target audience isn’t targeted at younger generations. The third
advert the advertisement strategies is to make the advert unusual but fun, the
fact that they haven’t had an advert like this before it shows the risk in
advertisement in the product and how it is presented. The target audience for
this advert is someone that is interested in drums, music and chocolate. Its for
people who are creative, so it targets audiences such as older teens and above.
The fourth advert again in this advert shows creativity and an imaginative mind,
there is also a use in comically uses it is also to engage the audience. The target
audience there is children in this advert so therefore engaging younger children.
However it has a family feeling if you wanted to watch it with your family so the
target audience are families that enjoy chocolate in way that can be creative. The
firth advert shows the advertisement strategies is to use well known songs this
would get music lovers involved, this is creativity and is not shown before. The
target audience is someone that enjoys trucks and transport, however you could
say it was targeting children because of the trucks, they come alive just like the
animation film, cars. So younger children are aimed at this advert.
So therefore after researching Cadburys Dairy Milk, my conclusion on making a
new advert is to make it fun and that targets majority of audience and genders.
So my idea consists of two friends hanging out, friend 1 is playing the guitar,
friend to is just chilling wanting to play the guitar. However friend 1 wont let
friend to play, so friend 2 thinks of ways to distract friend 1, and goes downstairs
to get the last Cadburys Dairy Milk chocolate bar, friend 2 takes it upstairs, and
the friends swap the objects. So friend 2 has the guitar and friend 1 has the
chocolate and starts eating it. Friend 2 is playing guitar while looking at friend 1
eating the chocolate and now regrets swapping. It then ends with a sad face on
friend 2 playing guitar and a happy face on friend 1 eating the chocolate and then
the slogan appears, saying Dairy its in the milk. The setting in my advert would
either me a house or a room, which will look realistic with teenagers living there.
This is so that the audience can get the vibe of the story and to be able to engage
and understand the advert. The actors in my advert im thinking two females,
reasons for this is because there is only two people that are in my advert and
also the gender for Cadburys Dairy Milk involve female so therefore decided
females. The purpose of the guitar is the joy of music that mix into their
chocolate, like ‘half and glass full production.’