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Variant GIFT SEGMENT Purchased to gift some one.

Slide 1: For over 3000 years, Chocolatelike gold, has had a universal appeal

Slide 2: Through this ppt Ill try to focus on critical issue like how the right advertising

campaigns can be used to achieve the company objectives.

This ppt is all about the various advertising campaigns undertaken by Cadbury Dairy Milk at

different points of time to achieve certain objectives and bring about the desired change in the

behavior of the target audience.

Slide 3: Cadbury was the market leader in chocolates in India and it also was a very popular

brand which enjoyed the trust of its consumers. It already had a market share of around 70% in

2011 in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the

share of the Indian chocolate market.

Slide 4: Recently, in a survey on India's most respected companiesby sector conducted by

Business World magazine, Cadbury India has been ranked as the 7th Great Place to Work and

the No. 1 FMCG company in India.

Slide 6: Up to 2002, Cadbury was the one having 70 % market shares in chocolate industry. Out

of which 30% was the Dairy Milk alone. This is because of constant re-invention of the brand &

bombarding communication towards the consumers consistently to maintain the top position

in mind recall in confectionery segment. Dairy Milk was awarded as No.1 most trusted brand in

Mumbai 2005 for the edition of Brand Equitys most trusted Brand Survey.

Slide 8: Pearlfisher is the design agency responsible for the execution of the pack's new look.

Slide 17: Dairy Milk targeted all the aspects as possible to get into the heart of all the people, of

all age groups. For this they communicated with people through different Ads & Campaigns.

Let us see few of them below:

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Slide 18: The Company had come a long way since the 1990s when Indian consumers

associated Diary Milk as a product meant for children. To change this, Cadbury came up with a

series of campaigns to target the adult group, starting with the 'Real taste of life' campaign, to

encourage people to bring out the child in them.

All these above dialogues were form the very famous and popular ads ofDairy Milk. By this ad

they wanted to covey to the people that for eating Dairy Milk they do not have to wait for any

occasion. They can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in

any of the mood.

Slide 19: In the early days, the brand had a huge fan following among kids. In order to build

stronger appeal among older age groups, the brand re-positioned itself through the classic Real

Taste of Lifecampaign in 1994. The campaign positioned Cadbury Dairy Milkas the chocolate

that awakened the little child in every grown up and very soon, both teenagers and adults,

were hooked on to this bar of pure magic.

With the classic lyrics, "Kuch khaas hai hum sabhi mein", it sent across the message that even

adults can have chocolates because there is a kid in everybody. It also brought in a warm

emotion to the brand. CDM positioned as The perfect expression of love

Slide 20: spontaneous, carefree, special, real moments.

Slide 21: In 2004, the `Kuch Meetha HoJaayecampaign was launched, With Amitabh

Bachchan as the face and voice of the brand, the campaign went on to become a huge success..

Their aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

Slide 22: How many can forget the `Pappu Pass Ho Gayacommercial?

With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more

accessible for the masses.

Slide 23: The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chhayie made

consumption into a joyful, social occasion.

The brand want itself to be synonymous with Sweet.

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Slide 24: Shubh Aarambh was one of successful campaigns of Dairy Milk.

This means Auspicious Beginning. With this campaign they said that for whatever you start,

start it with Dairy Milk and it will be successful.

Slide 25: As we know that previously Dairy Milk was only considered as Chocolate, but their

new campaign has changed this perception of consumers. As discussed above now Dairy Milk is

considered as Traditional sweet of Indian culture(Mithai) which people give to their near and

dear ones on the occasions and now they use Dairy Milk as sweet(Mithai).

Brand Ambassador chosen for Dairy Milk is none other than Megastar Amitabh Bacchhan. He

endorsed the brand so successfully that everyone loved the brand much more than they did.

The endorsement has successfully captured the Indian festivals like Rakshabandhan, Diwali,

Wedding, Birthdays etc Now people give Dairy Milk as token of love, care and affection totheir friends and family.

Slide 27: GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the

'Most Effective Use of Advertising'.

Cadbury Dairy Milkencapsulates an enormous breath of emotions, from shared values such as

family togetherness, to the personal values of individual enjoyment. It stands for goodness. A

moment of pure magic!

Slide 29 END: So, if we look at all advertising campaign of Cadbury Dairy Milk, it seems to target

its audience very effectively. Their chocolates combination pack Celebrations" also targets the

customer, considering their strengths which lie in happiness. We can say, that Cadbury very

efficiently connects with the customers by touching their hearts in the moments of joy.

As a result, Dairy Milk is my favorite at least and I am sure that I am not the exception.

So I close this, remembering The Real Taste of India with mouth of full of water. Please allowme to fill it with Dairy Milk for now.