Download - MM Cadbury Ppt
BRAND
TEAM MEMBERS
CHRONOLOGICAL JOURNEY
• Started by John Cadbury in Birmingham
• Served only high class rich people
1824
• First office in London, UK• Reduction in high import taxes
on cocoa
1854
• Launch of Dairy Milk chocolate bar
• Dairy milk became best selling bar in 1913
1905
CHRONOLOGICAL JOURNEY
• First overseas factory in Tasmania & merger with J.S. Fry & sons.
1919
• Fruit & Nut launched - Dairy Milk line extension.
1928
• Wholenut launched - Dairy Milk line extension.
1933
CHRONOLOGICAL JOURNEY
• Merger with Schweppes to become Cadbury Schweppes
1969
• Acquired Sunkist, Canada Dry, Typhoo Tea.
1969
• Acquired Snapple, Mistic, Stewart’s & Royal Brown.
2000
CHRONOLOGICAL JOURNEY
• Cadbury-Schweppes demerger
2007
• Kraft Foods took over Cadbury
2010
• Cadbury part of Mondelez Inc.
20112012
OTHER FACTS
World War-I :- More than 2,000 of Cadbury's male employees
joined the Armed Forces and to support the war effort, Cadbury
provided clothing, books and chocolate to soldiers.
World War-II :- During World War- II parts of the Bourneville
factory were turned over to war work, producing milling
machines & seats for fighter aircraft. As chocolate was
regarded as an essential food, it was placed under government
supervision for the entire war..
CADBURY INDIA
Cadbury began its operations in India in 1948 by
importing chocolates. It now has manufacturing
facilities in Thane, Pune, Gwalior, Bangalore and
Baddi and sales office in Delhi, Mumbai, Kolkata
and Chennai. With headquarters in Mumbai;
Cadbury has pioneered cocoa cultivation in India.
They have worked over two decades with Kerala
Agricultural University to undertake cocoa
research.
CADBURY : FOOD CATEGORY
Chocolates
Beverages
Biscuits
Candy
Gum
CHOCOLATE PRODUCT LINE
•Cadbury Dairy Milk
•Celebrations
•Bournville
•5 Star
•Perk
•Toblerone
PROMOTIONAL CAMPAIGNS
POSITIONING CADBURY
DAIRY MILK
1994: REAL TASTE OF LIFE
‘Real Taste of Life’ :- Cadbury was popular
among kids but to build a stronger appeal among
older age groups brand re-positioned itself through
this campaign. The campaign positioned Cadbury
Dairy Milk as 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.
1998: KHAANE WAALON KO KHAANE KA BAHANA
CHAHIYE
With the launch of the Rs. 5 pack in 1998, CDM
became more affordable and hence more accessible
for the masses. The ensuing positioning of ‘Khaane
Waalon ko khaane ka Bahana Chahiye’ made
consumption into a joyful, social occasion.
2004: KUCH MEETHA HO JAAYE
In 2004, the `Kuch Meetha Ho Jaaye’ campaign
was launched, seeking to increase CDM consumption
by making it synonymous with traditional sweets
(Mithai). With Amitabh Bachchan as the face and
voice of the brand, the campaign went on to become
a huge success.
2004: PAPPU PASS HO GAYA
`Pappu Pass Ho Gaya’ commercial featuring Amitabh
Bachchan bagged a Bronze Lion award at the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet
and new media’.
The idea involved a tie up with Reliance Mobile service
which allowed students to check their exam results using
their mobile service & celebrate with Cadbury Dairy Milk
OTHER PROMOTIONAL CAMPAIGNS
With `Miss Palampur’, the country celebrated the
beauty pageant with a difference. The`Kenya’
commercial that was aired in 2008 celebrated the
spirit of cricket and that of true sportsmanship. In
2009, we aired another commercial under the `Kuch
Meetha Ho Jaaye’ platform, called the `Pay Day’
commercial with tagline ‘Khush hai zamana aaj
pehli tareek hai’.
2010: SHUBH AARAMBH
In 2010, ‘Shubh Aarambh’ campaign was
launched, drawing lines from the traditional Indian
custom of having something sweet before embarking
on something new. With `Shubh Aarambh’,
Cadbury took the Dairy Milk journey a step further
into the hearts of its million lovers.
2011 : KHAANE KE BAAD MEETHE MEIN KUCH MEETHA HO JAAYE
This campaign titled “Khane ke baad meethe mein
kuchh meetha ho jaye” proved to be more real in
nature and aimed to encourage people to carry on
their tradition to have a small piece of ‘meetha’ post
dinner in the form of Cadbury Dairy Milk.
This film brings out the pure emotion of romance
in the role of Cadbury Dairy Milk and role of
Cadbury Dairy Milk in the role of romance.
DAIRY MILK SILK CAMPAIGN
The advertising highlights the joy of savoring CDM Silk and
builds on its creamy and smooth experience that instantly
melts in your mouth. This brand promise was beautifully
captured by the tagline `Have You Felt Silk Lately?’
The campaign comprised of three commercials which
showcased different protagonists indulging and savoring
Cadbury Dairy Milk Silk chocolate, with innocence and
unabashed joy, unmindful of their surroundings.
CDM’S LINE EXTENSION
BRAND ELEMENTS
Brand Name
URL
Logo
Symbol
Slogans
Jingle
Packaging
BRAND NAME
George Cadbury Junior, responsible for the
development of the bar, has said "All sorts of names
were suggested: Highland Milk, Jersey and Dairy
Maid. But when a customer’s daughter suggested
Dairy Milk, the name stuck.”.
The name Dairy Milk signifies “Purity” & “High
milk content”.
URL
URL are the links to websites which give
detailed information about the company and its
products :-
www.cadburyindia.com
www.cadbury.co.uk
www.cadbury.co.au
The famous slogan "glass
and a half of full cream
milk in every half pound"
with the picture of milk
pouring into the chocolate
bar, is one of the all-time
greats of British
advertising.
LOGO
The curvy symbol
signifies the smooth
taste of chocolate which
contains pure milk.
Dark blue color further
adds to the elegance
which positions the
brand as a deep assorted
chocolate product.
SYMBOL
SLOGANS
Real taste of India (1994)
Kuch meetha ho jaaye (2004)
Shubh Aarambh (2010)
Khaane ke baad meethe mein kuch meetha ho
jaaye.
JINGLES
Khaane waalon ko khaane ka bahana chahiye
(1998)
Khush hai zamana aaj pehli tareek hai
OLD PACKAGING
For almost 100 years
Cadbury dairy milk
packaging has seen
significant changes but
they stuck to dark blue
color which signifies the
deep assorted flavor of
milk chocolate bar
NEW PACKAGING
NEW PACKAGING
The shiny blue packaging is eye-catchy and
attracts the customers.
With outside blue packaging, chocolate is wrapped
inside vacuum tight golden foil which not only
protects the chocolate from environment but also
gives it a longer shelf life.
The foil is further wrapped around a piece of white
paper.
Bigger family packs are also packed in a thick
paper carton.
IMPACT : COMPANY’S VIEW
Over the years company’s branding strategies have
helped company make a mark among the masses. A
chocolate which was favorite among kids is a brand
which is liked by all age groups now.
Company has gained customer loyalty.
Cadbury has positioned Dairy Milk as a symbol of
happiness, celebration and good luck.
IMPACT : CUSTOMER VIEW
Dairy Milk has changed its image from “just a
chocolate” to a traditional sweet (Mithai).
It still holds the reputation of purity.
With CDM Silk, Cadbury positioned itself as more
smooth & creamy.
Perceived as high quality product.
Token of love, care and affection.
THE END