cadbury imc
TRANSCRIPT
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CADBURY
(DAIRYMILK)
SUBMITTED TO
Mr Girish Mude
SUBMITTED BY:
Pawan Kumar Singh (10MMM006)
Shashank Shekhar Shukla (10MMM013)
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Introduction..Cadbury is established in Birmingham, UK by John Cadbury in 1824
The journey of Cadbury Dairy Milk started in 1905 at Bourneville, U.K.
Journey with chocolate lovers in India started in 1948.
Cadbury India began its operations with importing the chocolate and then
repacking it before distribution in Indian market.
Today it has five company owned manufacturing facilities at Thane, Induri
(Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and
four sales offices.
Cadbury Dairy Milk as Gold standards for chocolate in India.
Today Cadbury Dairy Milk has 30% share of 70% of Indian Chocolate
Market.
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IMC Plan for
Cadbury Dairy Milk
Advertisement
Sales promotion
Public Relations
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dvertisementsCampaign : The Real Taste of Life with the girl dancing on the cricket field. (Early 90s)
Target : The message given by this campaign was Cadbury Dairy Milk is for Enjoyment
This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad
Club, Mumbai) awards.
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uring Late 90s :
ampaign : Khanewalon Ko Khane Ka Bahana Chahiye
Target : Widening chocolate consumption among the masses. This campaign
built social acceptance for chocolate consumption amongst adults, by
showcasing collective and shared moments.
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ampaign : Kuch Meetha Ho Jaye in the end of 2004.
Target: To associate Cadbury Dairy Milk with celebratory occasions.
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FTER CRISIS:
ampaign : Dont Worry Be Happy in 2004.
arget : Bringing Amitabh Bachhan as brand ambassador helped to gain trust of
the people with the new Purity Sealed pack of Cadbury Dairy Milk after crisis
situation.
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ampaign : 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.
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ECENT:
ampaign : Miss Palampur in 2005-2006.
Target : Focusing on adults.The potential market in rural area was targeted.
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ORE RECENT:
ampaign : Aaj Peheli Taarikh Hai in 2009.
Target : To celebrate Pay Day / Salary Day.
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ampaign : Shubharambh Kuch Meetha Ho Jaye in 2010.
Target : To start with any new thing.
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Sales Promotion activities by
Cadbury dairy milk
Quantity DealCombo offer
Consumer Contest
Point of sale material
Quantity deal Cadbury offer discounted schemesunder customer oriented sales promotion
strategy to increase the sales of productlike..
More to share-it offers 250 g pack ofchocolate at the cost of 200g pack
and
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Combo pack
Cadbury also offer combo pack
scheme during the festival seasonlike-Diwali and Rakhi.
It increases the sale of company
Benefited to customer by offering
value added product
Consumer contestCadbury also organized many contest to get
attraction and to increase the interactionwith the customer.
www.meethamoments.com
include many competition for consumerlike..
Story writing, What is next?, Paintingcompetition etc.
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Point of sales material Visicoolers : visicooler serves the
need for cooling while stillmaintaining the visibility of theproduct.
Jars: These are provided to smalloutlets, where they are prominentlydisplayed.
Public Relation Sponsor
Product publicity
Press release
Special event
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SponsorThe brand has tied up with the popularTV show, Kaun Banega Crorepati (4 &
5) and is the key sponsor for it.
TCC tropic of cancer foundation
Product PublicityTie-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.
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Press releaseCadbury 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
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Thank