CADBURY DAIRY MILK

SUBMITTED BY: Rezwan Reza Khan Manoj Yadav

Introduction..

Dairy Milk is a brand of chocolate bar made by Cadbury. Introduced in 1905, but it came to India in 1948.

Today it has five company owned manufacturing facilities at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and four sales offices. Dairy milk alone holds 30% value share of the Indian chocolate market.

VARIANTS OF CADBURY DAIRY MILK

QUICK FACTS

Cadbury Dairy Milk is sold in over 30 countries across the globe. A bar of CDM is sold around the world every 2 seconds. Every year enough CDM is sold to wrap the world 4 times. Besides Cadbury Dairy Milk, Fruit & Nut and Whole Nut are two of the best loved varieties . The largest chocolate bar in the world - a giant block nearly 9ft high, 4ft wide and weighing 1.1 tonnes - was made by Cadbury Dairy Milk in 1998.

Different Campaigns
Campaign: Real Taste of Life
Target : just for kids' to the `kid in all of us

Campaign : Khanewalon ko khane ka bahana chahiye. Target: widening chocolate consumption among the masses

Campaign: kuch meetha ho jaye. Target: To associate Cadbury with celebratory occasion.

Sub Campaigns

pappu pass ho gaya Miss Palampur Aaj Pehli tarikh hai

Shubh Arambh

CADBURYINDIA

IMC Plan for kuch meetha ho jaaye

Advertisement Sales promotion

Public Relations

1. ADVERTISEMENTS
1. TV commercials 2. HOARDINGS 3. MAGAZINES 4. INTERNET

TV COMMERCIALS UNDER KUCH MEETHA HOJAYE CAMPAIGN

1. KUCH MEETHA HOJAYE 2. PAPPU PASS HOGAYA 3. MISS PALAMPUR 4. AAJ PEHLI TAARIKH HAI 5. SHUBH AARAMBH

KUCH MEETHA HO JAYE (2004)

The biggest challenge for Cadbury to reinstate faith of consumers after the worm controversy. Post controversy, approached Amitabh Bachchan to calm the nerves.. Hence the Kuch meetha ho jaaye campaign was introduced. Projected chocolates as a substitute to mithai (sweets) and cheered people to have chocolate on every joyous occasion.

RECENT: Campaign : Kuch Meetha Ho Jaye in the end of 2004.

Target: To associate Cadbury Dairy Milk with celebratory

occasions.

PAPPU PASS HO GAYA (2005)

Targeted for youngsters Has became part of street language. It has been adopted by consumers to express joy in a moment of achievement/success. Associated with little joys of life. The campaign urged people to celebrate every little happiness in their life with a chocolate. Won silver for the best integrated marketing campaign and gold in the consumer products category at the EFFIES 2006. Bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for Best use of internet and new media.

RECENT:
Campaign : Pappu Pass Ho Gaya in 2005. Target: It has become part of the street language. It has been adopted by consumers to express joy in a moment of achievement success.

MISS PALAMPUR (2006)

Miss Palampur clearly targeted at hinterland (INTERIOR OF INDIA). Focused on Adults and values, like SACRED COW

Campaigns aimed at rural India did fare well

The share of Cadbury increased by more than 20% in rural India. The brand further strengthened its positions with the core audience.

RECENT: Campaign : Miss Palampur in 2005-2006.

Target: Focusing on adults. The potential market in rural area was targeted.

AAJ PEHLI TARIKH HAI (2009)

Pehli taarikh hai campaign is on the working class of the country. Pehli taarikh hai campaign highlighted the celebratory occasion of payday, which is an important event in the life of every middle-class Indian. Is a clever occasion-based association which allows for the brand to be recalled in the right context, every month,

MORE RECENT: Campaign : Aaj Peheli Taarikh Hai in 2009.

Target: To celebrate Pay Day / Salary Day.

SHUBH AARAMBH (2010)

Core target group, consumers in the age group of 15-35 years Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the concept of anticipating the occurrence of something good after consuming the chocolate , a substitute for mithai The campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers.

MORE RECENT : Campaign : Shubharambh Kuch Meetha Ho Jaye in 2010.

Target: To start with any new thing.

2. INTERNET MEDIA

Launched its website www.cadburyindia.com.

Interactive site www.meethamoments .com, making cards etc. Community on social networking sites . Advertisments on different web sites.

MAGAZINES

CONTINUE
Many articles about CDM in magazines like TEHELKA

Ads of Pehli Tarikh hai given in magazines

HOARDINGS
1.

2.
3.

Hoardings to attract customers Catch attention of kids very easily Make a person urge to buy.

SALES PROMOTION
Sales promotion includes many kinds of incentives and techniques designed to produce immediate or short-term sales or to increase the sales of products.. Cadbury dairy milk is involved in two types of sales promotion activities: 1. Consumer oriented sales promotion. 2. Trade oriented sales promotion.

Consumer oriented sales promotion

Sales promotions targeted at the consumer are called consumer sales promotions.it includes, Sampling, Combo offer, Consumer contest, Quantity deal, Inproduct gifts, Coupons etc

Trade oriented sales promotion

Sales promotion targeted at retailers and wholesale are called trade sales promotions.It includes, Dealer contest, Display contest, Point of sale material, Dealer gift,etc

Sales Promotion activities by Cadbury dairy milk

1.Quantity Deal 2.Combo offer 3.Consumer Contest 4. Point of sale material

Quantity deal

Cadbury offer discounted schemes under customer oriented sales promotion strategy to increase the sales of product like.. More to share-it offers 250 g pack of chocolate at the cost of 200g pack and offer 50g extra to their customer.

Combo pack

Cadbury also offer combo pack scheme during the festival season like-Diwali and Rakhi. It increases the sale of company Benefited to customer by offering value added product

Consumer contest
Cadbury also organised many contest to get attraction and to increase the intraction with the customer. www.meethamoments.com include many competition for consumer like.. Story writing What is next? Painting competition etc.

Point of sales material

1.

Visicoolers: visicooler serves the need for cooling while still maintaining the visibility of the product. 2. Jars: These are provided to small outlets, where they are prominently displayed.

2.

Public Relation
Sponsor Product publicity Press release Special event

Sponsorship
The brand has tied up with the popular TV show, Kaun Banega Crorepati (KBC) 4 and is the key sponsor for it.

TCC tropic of cancer foundation

Product Publicity
Tie-up with Reliance India Mobile service.

CDM has tied up with BSNL's Missed Call Alert scheme.

The brand plans to tie up with marriage and job portals.

Tie up with Indian Railways for branding on tickets.

Press release
Cadbury India celebrates story of the Purple Reign

Cadbury's Purple Reign: The Story behind Chocolate's Best-Loved Brand launched in India

Special Event

Cadbury also organized the international youth festival in 2006.

Conclusion
Successfully re-establish the brand in different classes Important and ongoing campaign after the 2004 worm controversy.

Many variations in this campaign helped in targeting the different socio economic class of people.

Cmd very effectively used the various tools of IMC and

The Kuch meetha ho jaye campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.

Thank You