cadbury grp5
TRANSCRIPT
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CADBURY DAIRY MILK CHOCOLATESHow Celebrity influences and changes
consumer perception
Group 5
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1. As a brand manager of Cadbury Dairy
Milk, you have been asked to change the
consumers perception about eating
chocolate on a regular basis. What
recommendations would you make?
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CONSUMERS PERCEPTION ON REGULAR
CHOCOLATE EATING
-Dental problems
Consumption of chocolate may increase the risk of dental
health problems.Regular intake of chocolate can cause tooth discolouration.
-Other Problems
Chocolate is widely perceived to cause migraines, acne andobesity.
High Blood pressure, diabetes etc.
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RECOMMENDATIONS
Studies prove that cocoa content may be helpful in protecting
against cardiovascular disease, improved cholestrol, increased
platelet activity ,so these studies can help in busting the myth
that regular chocolate eating is not safe for health. This can be
done by getting certifications from competent authorities to boostconsumer confidence.
A celebrity campaign can be launched to reposition it as a brand
not only for special occasions but also as a chocolate in whateverwe do.
For every thing you do there is a Dairy Milk for you.
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Target customers who have health problems-Cadbury can
launch sugar free chocolates for diabetic people.
Cadbury can be advertised as a chocolate used as a substitute
of desserts after daily meal.
For addressing the belief that regular consumption of
chocolates causes dental problems an advertisement can be
launched where the dentist himself prescribes Dairy milk on
regular basis due the various advantages of chocolateconsumption. This should be backed by proper research that
regular consumption does not play a role in dental problems if
proper care is taken.
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2. Most celebrities act in the capacity
of persuasive role models and, that too,
they usually appear in televisioncommercials. Discuss the effectiveness of
deploying a celebrity such as Amitabh
Bachchan as its brand ambassador.
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How Celebrity Endorsement helps?
Enjoying public recognition
Credibility, trust and association with the brand
Increases awareness of the brand Easy recall for
the customers
Values of the brand and image of the brand
clearly highlighted and grasped by the consumers
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Amitabh Bachchan as a Brand Ambassador
Perfect Personality who can transmit a perfect messageand help in regaining lost trust ( Worm infested packets)
Both have gone through testing times and have overcome
them with their love and trust for the people
Renowned celebrity in entire India
Rural &urban
For all the age groups
Non controversial image
Promoted Cadbury as a medium to celebrate,
bringing smiles and spreading happiness