Understanding Marketing Programs, Brand Character, Media Mix of two biggest chocolate companies in India, i.e. Nestle and Cadbury's

1. CHOCOLATES
Presented by:
Group:1
NISHANT VARSHNEY -13
NISHANT KUMAR-22
HARSHITA JAIN-30
ANNA JAIN-51
MEGHA SINGH-53
HEENA VYAS-57
AAKASH MINOCHA-60

2. Major players
Cadbury with 54% market share and Nestle with 37%

3. Brand Character
Cadbury encapsulates
an enormous breath of
emotions, from shared
values such as family
togetherness (fun,
wholesome, reliable), to
the personal values of
individual enjoyment.
It stands for goodness.
Nestle encapsulate
broadly on the
richness and energy
giving properties,
combined with
emotions, with a tint
of fun.

4. Highlights of Media Mix
 Chocolate advertising on Print saw a
colossal growth of 134% in Jan-Nov ’08
over Jan-Nov ’07.
 Maximum advertising of Chocolates during
the 4th quarter of 2005, 2006, 2007 and
2008.
 26% of Chocolate advertising on Magazines
during Jan-Nov '08.
 High advertising on General Interest
Newspapers and Women based Magazines.
 Cadbury India Ltd. took the lead under
Chocolate category.

5. Zone wise split for Chocolate
Advertising During Jan-Nov '08
17%
8%
23%
8%
44%
National North South East West

6. Share of Newspaper V/S
Magazines
26%
74%
Magazines Newspaper

7. Genre Preference for Chocolate
Advertising (Magazines)
23%
10%
27%
22%
6%
7% 5%
General Interest Youth
Women Entertainment
Health & Fitness News/ Current Affairs
Others

8. More than 70% of Chocolate
advertising in Metro Publications
76%
19%
5%
Metro Non Metro Mini Metro

9. Top Chocolate Brand advertised
across the MEDIA MIX
Rank Top New Brand
1 Cadbury Bourneville
2 Cadbury Dairy Milk
3 Nestle Kit Kat
4 Cadbury Perk
5 Cadbury Celebration Pack

10. Media Mix
60%
13%
5%
5%
4%
4%
3%
3% 3%
Other
Cartoon Network
Max
Mtv
Star Plus
Discovery
Channel v
Zee Cinema
Zee
These Eight channels account for 40 per cent of
chocolate advertising.

11. Cadbury India Ltd has the
highest Share
Advertiser %share
Cadbury India Ltd. 54
Nestle India Ltd. 37
International Marketing Network 5
Mangalam Confectionary Pvt.
Ltd.
2
Patchi 1
Others (Perry & Parle) 1

12. Cadbury
 Cadbury Dairy
milk
 Five star
 Perk
 Celebrations
 Temptations
 Eclairs
 Gems

14. Perception in early 1990’s
 Chocolate are meant for kids only
 Seen as an indulgence product
 Negative associations
 Too much was bad
 Bad for health
“KYA SWAAD HAI JINDGI MEIN” one of the most famous ad
by Cadbury was successful in changing this perception

15. “Pappu paas ho gaya” depicting the Happiness after
the success

16. s
Cadbury’s Dairy Milk ad replaces Pappu with Radha to avoid viewer
fatigue. To encourage consumer involvement, the company also launched
online “webisodes” on Miss Palampur

17. Other Media Ads

18. Over 100 colleagues from Cadbury India participating
in Marathon to raise money for underprivileged
children and raise terrorist thumped Mumbai spirit.

19. Nestle
 Kit Kat
 Kit Kat chunky
 Munch
 Milky bar
 Bar one
 Milk chocolate

20. Nestle

21. Kit Kat Break banta hai……
 The brand has gone back to its
famous tagline “Have a break, Have a
Kit Kat” in the form of “Kit Kat Break
Banta Hai”
 Shift in the IMC strategy from
showcasing a light snack to Kit Kat
Chocolaty
 Its famous tag line “Have a break
Have a Kit Kat”: made it the leader in
the category of wafer chocolate ahead
of the Perk.

22. Other media ads…..

23. Nestle approach towards Corporate social responsibilities
•Providing safe drinking water
•Education and training

25. NESTLE CHOCOLATE
MUSEUM