Cadburys Chocolate Mass Com

The
sweetest
story
ever
told or
10/12/15
mass communication and

advertising creative
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About the company

Cadbury
Starts back in 1824 when john

Cadbury
opened
a
shop
in
Birmingham
selling
cocoa
and
chocolate.
Operate in over 60 countries
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Cadbury in India
In India, Cadbury began its operations in
1948 by importing chocolates
After 60 years of existence, it today has five
company-owned manufacturing facilities
4 sales offices
The corporate office is in Mumbai.
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Operates in five
categories
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overview
Chocolates- out of total market size of 22500
tpa, Cadburys share has been 69.2 %.
Sugar Confectionery out of the total market
size of 163000 tpa, enjoys 4 % market share
Food drinks out of total market size of
73500 tpa, 14.2 % share
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Swot
Analysis
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Strength
Cadbury Schweppes plc is a very
profitable organization, generated
revenue of more than 6,508 billion
(2005).
global chocolate brand built upon a
reputation for fine products and
services.
one of the Fortune Top 100 Companies
to Work For in 2005.
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Weaknesses
The organization is dependant on a main
competitive advantage, the retail of
coffee.
The company has no apprehensions of
cannibalization of its chocolate brands.
Cadbury's recall over 1 million chocolate
bars over salmonella fears
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10
Opportunities
The company has the opportunity to
expand its global operations.
Cadbury India is attempting to

increase the declining market for
chocolate with innovation, one of
which is its sweet snack, Bytes.
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11
Threats
Entry into salted snacks was ruled
out so it is important to do new
innovation and marketing research.
exposed to rises in the cost of
chocolate and dairy products.
Health organization have so many
barriers for new development
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Key brands at
Cadbury
Cadbury Dairy Milk,

5 Star, Perk,
clairs and
Celebrations
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13
Brand
A
companys brand is the

primary source of its
competitive advantage and a
valuable strategic asset.
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14
What makes a
successful brand?
Carves out a distinct role in the

consumers life
Constantly delights the consumer
year after year
Consistent value proposition
Local expressions of universal
needs
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Elicit a WOW at any given time

15
Cadbury Dairy
Milk
The Real Taste of
Success
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16
Cadbury dairy
milk
The story of Cadbury Dairy Milk

started way back in 1905 at
Bourneville, U.K., but the journey with
chocolate lovers in India began in
1948.
Cadbury Dairy Milk emerged as the
No. 1 most trusted brand in Mumbai
for the 2005 edition of Brand Equity's
Most Trusted Brands survey.
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A brand for every

choice
Fruit & Nut,
Crackle
Roast Almond,
Cadbury sugar free
Dairy Milk Desserts
Cadbury Dairy Milk Wowie
Dairy Milk 2 in 1
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What does Cadbury

Dairy Milk stand for
world-wide?
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Brand Promise
Cadbury Dairy Milk is the most
delicious, best tasting
chocolate.
A moment of pure magic.
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20
Dairy Milk is considered the "gold

standard" for chocolates in India.
The pure taste of Cadbury Dairy Milk
defines the chocolate taste for the
Indian consumer
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21
The Indian
Chapter
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22
The Challenge
Get people accustomed to chocolatesprimarily seen as a western taste
Do so by reaching out to the masses
in a land where mindsets and
preferences are as diverse as the
country itself
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23
CadburyDairyMilk in
the 80s
Brand was considered as a
surrogate of parental affection for
their children.
The chocolate goodness (appetite
appeal) was being harnessed
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24
The
Expression
CDM positioned as
The perfect expression of parental love
Sometimes a Cadbury can say it
better than words
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25
Key Issue
With communication consciously
addressing kids, consumption also got
restricted within the same segment
resulting in brand stagnation
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26
Marketing
Challenge
To expand the consumer base by
making Cadbury Dairy Milk aspirational and
desirable
to the adult segment
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Positioning
Review
Cadbury India realized that in our very
positioning of "parental love",
growth was being hindered.
The lead task was to make chocolates
acceptable and accessible amongst
adults and erase the kiddy
connotations.
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28
The
Unshackling
of Cadbury
Dairy Milk in
1994
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29
Communication
Task
To increase category relevance, give
consumers a taste of life the
Cadbury Dairy Milk way - real, fun
and free.
Integrate the "real" chocolate of
Cadbury Dairy Milk to "real"
feelings.
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30
The atmosphere
at that time
The new resurgent India.
The era of globalization had sowed the

seeds of I wanna break free
syndrome
Avenues for freedom for expression
were more than welcome
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The BIG idea

Cadbury Dairy MilkThe chocolate for the kid in all of us.
The Communication
The Real Taste of Life.

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32
Brand Positioning
Cadbury Dairy Milk is the perfect
expression of spontaneous, happy,
joyous feelings.
Eating Cadbury Dairy Milk provides the
Real Taste of Life experience.
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33
Legitimizing of
Cadbury Dairy
Milk
in 1998
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34
In 1997
Hurdles at the communication level
Real Taste of Life Campaign cut ice
with the metro audience,
The barriers of Middle/Bottom end
consumers still remained to be
addressed
As a result, brand growth rate was
slower than the chocolate market
growth
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35
What next???
The Indianisation of the brand
To increase width of consumption by
entering the Indian mind-space Make CDM part of Indian customs and mores
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36
Cadbury Dairy Milk to

be the Real Taste of
Everyone's Life.
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37
The twin
platforms
For Regular users
Position CDM as the gold standard
in taste amongst chocolates
Creative Idea
I will do anything to eat my CDM
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38
For Infrequent
users
Position Cadbury Dairy Milk as the
chocolate meant for everyone
Chocolate = Cadbury Dairy Milk
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Creative Idea
You dont need any special reason
to eat Cadbury Dairy Milk
39
The result...
Vendor TVCs cut ice among both
heavy
as well as marginal
user
The strategy helped increase brand
penetration (specially in smaller
towns) leading to a brand growth of
around 40%
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40
Volumes grew by 34% post ad

exposure .
Overall Cadbury Dairy Milk
volumes of 2000 grew by more
than 30% over 1999
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41
Parallel initiatives
Beefed up distribution system
(grown by over 60% over past 5
years)
Increased points of contact
(Bringing Cadbury Dairy Milk closer
to the consumer)
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42
The third
discontinuity
Cadbury Dairy Milk
in 2002
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43
Competitive
Environment
Influx of several brands at various
price points offering greater
perceived value
While attitudes towards chocolates
softened, consumers flirted with
options
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44
The
Challenge
Reinforce preeminence of the
brand
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45
The
Execution
Product
Range of new, international pack
formats a Cadbury Dairy Milk for
every need
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46
Cadbury Dairy Milk for

every
need
For chocoholics CDM Chunky
For Connoisseur - Bournville

- Fruit & Nut
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47
Cadbury Dairy Milk for

every need
Gifting - Gift packs
In-home consumption
Muh Meetha Karna

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48
Now in a new
segment
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49
Opportunity
The traditional sweet market in India
is worth a whopping Rs. 11,000 crore
(3.5 times Australian chocolate market).
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50
Cadbury
Celebrations
Aimed at replacing traditional gifting
options like mithai and dry- fruits
during festive seasons
A popular brand on occasions such
as diwali, rakhi, dussera puja.
It is also a major success as a
corporate gifting brand.
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51
The communication is based on the

emotional route and the tag line says
"rishte pakne do" which fits with
the brand purpose of strengthening
your relationships with something
sweet
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52
fantastic mobile
marketing
campaign!
Allowed students to check their

exam results using this mobile
service.
Sms congratulating saying pappu
pass ho gaya alongwith the exam
result.
Celebrate the moment with a
cadbury dairy milk.
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53
Cadbury Dairy Milk

celebrates payday
suitable replacement to a sweet.
'Khush hai Star aaj pehli tarikh hai,

Meetha hai khana aaj pehli tarikh
hai'.
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54
Some innovations were done in the

print media as well, including a false
jacket done for Mid-Day and frontline
ads on Hindustan Times and Lokmat.
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55
Cadbury Dairy Milk

India a global
Today,benchmark
India is the second largest
market for CDM in the world
The Indian case-study has been
designated as the "blueprint for
success" for all international markets
to emulate.
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56
The worm
controversy
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57
Sales of chocolates fell by 3 to 4 per

cent.
Initiated project vishwas.
A war-footing to build awareness
about storage requirements for
Cadbury products.
Association with Amitabh bachchan.
New 'purity sealed' packaging for
Cadbury dairy milk.
And regain its position very soon.
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58
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59
The programs at
Cadbury
12 Point Action Plan
responds to consumer health concerns.
Bournvita Quiz Contest
one of the most famous quiz contests
in India.
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Cadbury's commits to
green and ethical
future
Its Purple Goes Green vision for 2020,
which involves tackling climate
change by shrinking its global
environmental footprint, was
launched in July 2007.
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61
Neo-natal ward
Health start to the newborn infants of the
local community in the thane district.
Supported the construction of a neo-natal
hospital ward at thane`s municipal hospital.
This intervention has helped the poor and
needy who are in urgent need of specialized
healthcare.
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62
Gurikha Project
Focused on healthcare and education in
the nearby village of gurikha.
Fresh drinking water from a new village

pump, a doctor's clinic, vet services for milk
producing animals and fruit trees for each
household to plant during the monsoons
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63
Women
Empowerment.
supported the Indian Government's

Year of Women Empowerment.
focus was given to the rights and

contribution of girls and to the
counteraction of female infanticide
through a variety of initiatives.
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64
Over view of
strategy
A rapid penetration strategy, since

the price of the product is low and
the promotion is high.
Target market is large.
Brand Extension Strategy
Line Extension Strategy
Attaching the band with consumers
emotions .
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65
These were the branding strategies

that have made Cadbury dairy milk
the most successful brand in Indian
chocolate market.
It has succeeded in differentiating
itself from the other well-established
behavior.
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66
What more need

to do
Capturing the snacks market as

they are not focusing more on that.
More promotion for the products like
fruit and nut & Bournville .
Innovative decisions something like
decreasing the calories and as sweet
as Cadbury.
To target the health caring segment .
Sales of milk chocolate bars, which

account for 24 per cent by volume of
total sales of chocolate bars, decreased
by 3.7 per cent.
Another type of beverage or leisure

activity that replace coffee in the future
Soo
Kuch
meetha
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69
Presented
by
Mansi Sharma
Pooja
Rishab
Ishaan
Khushboo
Ashwarya Mahi
Copyrights reserved
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70

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The

mass communication and

mass communication and

About the company

Starts back in 1824 when john

Operate in over 60 countries

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

Cadbury India is attempting to

mass communication and

mass communication and

Cadbury Dairy Milk,

mass communication and

companys brand is the

mass communication and

Carves out a distinct role in the

Elicit a WOW at any given time

mass communication and

The story of Cadbury Dairy Milk

mass communication and

A brand for every

mass communication and

What does Cadbury

mass communication and

mass communication and

Dairy Milk is considered the "gold

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

The era of globalization had sowed the

mass communication and

The BIG idea

The Real Taste of Life.

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

Cadbury Dairy Milk to

mass communication and

mass communication and

mass communication and

Volumes grew by 34% post ad

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

mass communication and

Cadbury Dairy Milk for

For chocoholics CDM Chunky