Case study: Cadbury dairy milk chocolates

Presented by:Group 6

Earlier

“The perfect expression of parental love”.

Primarily seen as western taste

More of an indulgence product.

What Cadbury planned to do

Shift in Focus:• Indulgence to spontaneous, carefree, spontaneous• Substitute of sweet • “Khane walo ko khane ka bahana• chahiye”• “Kuch meetha ho jae”

For medium regularity..

“Shubharambh” “Pehli tareekh hai”

Why Amitabh Bacchan ?

Universal Appeal ( to tap rural market) TRUST

Endorser with Integrity

Increase consumption among all ages

Darker Side of endorsing Celebrity

Ethical issues All About Commerce

Most of the times celebrities endorse the product not because they believe in it but because they are hired for it.

“Real Taste of Life” Campaign~ Effectiveness in Rural Market ~

• More than 75% of India’s population lives in rural area• 80% of this population

earns enough to be on a marketers’ radar• Increase distribution

network (11000 whole-sellers in 5000 villages, 2 lakhs retail outlets)

• Cadbury launched smaller packs of dairy milk targeting the rural (Rs 5 Dairy Milk Pack)

• Targeting the festival occasions in India

• Thank You !