cadbury- mass com

8/8/2019 Cadbury- Mass Com

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The sweetest story

ever told or heard1/3/2011 1mass communication and advertising

creative


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About the company Cadbury

Starts back in 1824 when john Cadburyopened a shop in Birmingham selling cocoaand chocolate.

Operate in over60

countries



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Cadbury in India

In India, Cadbury began its operations in 1948by importing chocolates

After 60 years of existence, it today has fivecompany-owned manufacturing facilities

4 sales offices

The corporate office is in Mumbai.



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Operates in five categories

Chocolates

Snacks

CandyMilk Food

Drinks

Gumcategory



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overview

Chocolates- out of total market size of 22500tpa, Cadburys share has been 69.2 %.

Sugar Confectionery out of the total marketsize of 163000 tpa, enjoys 4 % market share

Food drinks out of total market size of73500 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 than6,508 billion (2005).

global chocolate brand built upon a reputationfor fine products and services.

one of the Fortune Top 100 Companies toWork For in 2005.


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Weaknesses

The organization is dependant on a maincompetitive advantage, the retail of coffee.

The company has no apprehensions ofcannibalization of its chocolate brands.

Cadbury's recall over 1 million chocolate barsover salmonella fears


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Opportunities The company has the opportunity to expand

its global operations.

Cadbury India is attempting to increase the

declining market for chocolate withinnovation, one of which is its sweet snack,Bytes.


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Threats Entry into salted snacks was ruled out so it is

important to do new innovation andmarketing research.

exposed to rises in the cost of chocolate anddairy products.

Health organization have so many barriers fornew development


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Keybrands at Cadbury

Cadbury Dairy Milk,

5 Star, Perk,

clairs and Celebrations



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Brand

A companys brand is the primary

source of its competitive advantageand a valuable strategic asset.



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What makes a successfulbrand? Carves out a distinct role in the

consumers life Constantly delights the consumer year

after year

Consistent value proposition

Local expressions of universal needs

Elicit a WOW at any given time1/3/2011 15mass communication and advertisingcreative


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Cadbury Dairy MilkThe Real Taste ofSuccess



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Cadbury dairy milk The story of Cadbury Dairy Milk started way

back in 1905 at Bourneville, U.K., but thejourney with chocolate lovers in India began in1948.

Cadbury Dairy Milk emerged as the No. 1 mosttrusted brand in Mumbai for the 2005 edition

of Brand Equity's Most Trusted Brands survey.



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Abrand 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 DairyMilk stand for world-wide?



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Brand Promise

Cadbury Dairy Milk is the mostdelicious, best tasting chocolate.

A moment of pure magic.



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Dairy Milk is considered the "gold standard"for chocolates in India.

The pure taste of Cadbury Dairy Milk definesthe chocolate taste for the Indian consumer



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The Indian Chapter



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The Challenge Get people accustomed to chocolates-

primarily seen as a western taste

Do so by reaching out to the masses in a

land where mindsets and preferences areas diverse as the country itself



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CadburyDairyMilk in the 80s

Brand was considered as a surrogate ofparental affection for their children.

The chocolate goodness (appetiteappeal) was being harnessed



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TheExpressionCDM positioned as

The perfect expression of parental love

Sometimes a Cadbury can say itbetter than words



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Key Issue

With communication consciously addressingkids, consumption also got restrictedwithin the same segment resulting in

brand stagnation



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Marketing Challenge

To expand the consumer base bymaking Cadbury Dairy Milk aspirational and

desirable

to the adult segment



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Positioning Review

Cadbury India realized that in our verypositioning of "parental love", growth was

being hindered.

The lead task was to make chocolatesacceptable and accessible amongst adults and

erase the kiddy connotations.



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The Unshackling

of Cadbury Dairy Milk in



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Communication TaskTo increase category relevance, give

consumers a taste of life the Cadbury DairyMilk way - real, fun and free.

Integrate the "real" chocolate of

Cadbury Dairy Milk to "real" feelings.



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The atmosphere at that timeThe new resurgent India.

The era of globalization had sowed the seedsof I wanna break free syndrome

Avenues for freedom for expression weremore than welcome



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TheBIG ideaCadbury Dairy Milk-

The chocolate for the kid in all of us.

The Communication

The Real Taste of Life.



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Brand PositioningCadbury Dairy Milk is the perfect

expression of spontaneous, happy,

joyous feelings.

Eating Cadbury Dairy Milk provides the

Real Taste ofLife experience.



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Legitimizing of Cadbury

Dairy Milkin 1998



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Hurdles at the communication level

Real Taste ofLife 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 slowerthan the chocolate market growth

In 1997



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What next???

The Indianisation of the brand

To increase width of consumption by entering the

Indian mind-space -

Make CDM part ofIndian customs and mores

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Cadbury Dairy Milk tobe theReal Taste of Everyone's Life.


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For Infrequent users

Position Cadbury Dairy Milk as thechocolate meant for everyone

Chocolate = Cadbury Dairy Milk

Creative IdeaYou dont need any special reason to eat

Cadbury Dairy Milk


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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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Volumes grew by 34% post ad exposure .

Overall Cadbury Dairy Milk volumes of2000 grew by more than 30% over 1999


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Parallel initiativesBeefed 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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The third discontinuity

Cadbury Dairy Milk in 2002


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The Challenge

Reinforce pre-eminence of the

brand


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The ExecutionProduct

Range of new, international pack formats aCadbury Dairy Milk for every need


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Cadb

ury Dairy Milk for every need For chocoholics -

CDM Chunky

For Connoisseur -

- Bournville

- Fruit & Nut


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Cadbury Dairy Milk for every need

Gifting - Gift packs

In-home consumption

Muh Meetha Karna


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Now in a new segment

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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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Cadbury Celebrations

Aimed at replacing traditional gifting optionslike 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 giftingbrand.


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fantastic mobile marketing campaign!

Allowed students to check their exam resultsusing this mobile service.

Sms congratulating saying pappu pass hogaya alongwith the exam result.

Celebrate the moment with a cadbury dairy

milk.


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Cadbury Dairy Milk celebrates payday

suitable replacement to a sweet.

'Khush hai Star aaj pehli tarikh hai, Meetha haikhana aaj pehli tarikh hai'.

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Some innovations were done in the print

media as well, including a false jacket done forMid-Day and frontline ads on Hindustan Timesand Lokmat.

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Cadbury Dairy Milk India aglobalbenchmark

Today, India is the second largest market forCDM in the world

The Indian case-study has been designated asthe "blueprint for success" for all international

markets to emulate.

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The worm controversy

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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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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, whichinvolves tackling climate change by shrinking

its global environmental footprint, waslaunched in July 2007.

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Neo-natal ward Health start to the newborn infants of the local

community in the thane district.

Supported the construction of a neo-natal hospitalward at thane`s municipal hospital.

This intervention has helped the poor and needywho are in urgent need of specialized healthcare.

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Gurikha Project

Focused on healthcare and education in the nearbyvillage of gurikha.

Fresh drinking water from a new village pump, a

doctor's clinic, vet services for milk producinganimals and fruit trees for each household to plantduring the monsoons

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Women Empowerment. supported the Indian Government's Year of

Women Empowerment.

focus was given to the rights and contributionof girls and to the counteraction of femaleinfanticide through a variety of initiatives.

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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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These were the branding strategies that havemade Cadbury dairy milk the most successfulbrand in Indian chocolate market.

It has succeeded in differentiating itself fromthe other well-established behavior.

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What more need to do Capturing the snacks market as they are not

focusing more on that.

More promotion for the products like fruit andnut & Bournville .

Innovative decisions something likedecreasing the calories and as sweet as

Cadbury. To target the health caring segment .


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Sales of milk chocolate bars, which account for24 per cent by volume of total sales ofchocolate bars, decreased by 3.7 per cent.

Another type of beverage or leisure activitythat replace coffee in the future


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Presentedby MansiSharma

Pooja

Rishab Ishaan

Khushboo

Ashwarya Mahi


cadbury- mass com

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