Cadbury’s

INTRODUCTION

HISTORY

FEATURES

TARGET AUDIENCE

GEOGRAPHICAL LOCATIONS

AD STRATEGY

HISTORY• Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a young Quaker named John Cadbury opened up a shop in Birmingham.

• 1n 1905, Cadbury's top selling brand, Cadbury Dairy Milk, was launched. By 1913, ,Dairy Milk had become Cadbury's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader.

•Cadbury and Schweppe merged in 1969 to form Cadbury Schweppes plc.

 

 •During WORLD WAR 1, more than 2,000 of Cadbury’s male employees joined the Armed Forces. Cadbury supported the war effort, sending warm clothing, books and chocolate to the soldiers • Cadbury supported the war effort during World War II by converting parts of its factory into workrooms to manufacture equipment like milling machines for rifle factories and parts like pilot seats for Defiant fighter planes. Workers plowed football fields to grow crops, and the Cadbury St. John’s Ambulance unit helped people during air raids. Chocolate was considered essential for the Armed Forces and civilians.  •Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. •Today, Cadbury has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai

FEATURES

•“ A glass and a half of fresh liquid milk in every half pound” •Cadbury Dairy Milk chocolate was first Cadbury Dairy Milk chocolate was first introduced in the early 1900s making an introduced in the early 1900s making an immediate impact quickly to become the immediate impact quickly to become the market leader.market leader.

•  The Cadbury Mega Brand's broad family The Cadbury Mega Brand's broad family of products has an international retail of products has an international retail value approaching US$1billion.value approaching US$1billion.

•As an international brand, Cadbury Dairy As an international brand, Cadbury Dairy Milk carries the same distinctive image Milk carries the same distinctive image all over the world. Wherever you buy a all over the world. Wherever you buy a bar of Cadbury Dairy Milk the pack design bar of Cadbury Dairy Milk the pack design will be exactly the same, only the will be exactly the same, only the language will be different.language will be different.

•Cadbury Dairy Milk is produced in Cadbury Dairy Milk is produced in Europe, Asia, Oceania and North Europe, Asia, Oceania and North America and sold in over 30 countries America and sold in over 30 countries across the globe.across the globe.

•  Besides Cadbury Dairy Milk, Fruit & Besides Cadbury Dairy Milk, Fruit & Nut and Whole Nut are two of the best Nut and Whole Nut are two of the best loved varieties of the Cadbury Dairy loved varieties of the Cadbury Dairy Milk Megabrand.Milk Megabrand.

•  The total weight of Dairy Milk The total weight of Dairy Milk produced in one year is equivalent produced in one year is equivalent to7,230 Indian elephants.to7,230 Indian elephants.

Target audience

INTRODUCTION

HISTORY

FEATURES

TARGET AUDIENCE

GEOGRAPHICAL LOCATIONS

AD STRATEGY

GEOGRAPHICAL LOCATIONS

There are seven business units: * Britain and Ireland, * Middle East and Africa (MEA), * North America, * South America, * Europe, * Asia, and * Pacific

• BRITISH AND IRELANDBRITISH AND IRELAND::• Main markets:UK, Republic of Ireland

•Main brands:Cadbury Dairy Milk, Creme Egg, Flake, Green & Black’s, Crunchie, Bassetts, Maynards, Trebor, Trident, Halls, The Natural Confectionery Co., Eclairs 2 . MIDDLE EAST AND AFRICAMIDDLE EAST AND AFRICA:• Main markets:South Africa, Botswana, Swaziland, Namibia, Kenya, Egypt, Lebanon, Morocco, Nigeria, Ghana • Main brands:Cadbury, Halls, Eclairs, Stimorol, Dentyne, Clorets, Trident, Chiclets, Endearmints, Chappies, Bournvita, Tom Tom, Bubba 3 .NORTH AMERICANORTH AMERICA: •Main markets:Canada, US, Mexico • Main brands:Trident, Halls, Cadbury, Dentyne, Stride, Chiclets, Bubbaloo /

· 4. SOUTH AMERICASOUTH AMERICA:

•Main markets:Brazil, Argentina, Venezuela, Colombia •Main brands:Trident, Halls, bubbaloo, Chiclets, Beldent

5 . EUROPEEUROPE:

•Main markets:France, Turkey, Russia, Poland, S pain, Denmark, Greece, Portugal, Romania, Netherlands, Switzerland, Sweden, Norway, Belgium •Main brands:Trident, Halls, Hollywood, Stimorol, Dirol, Wedel, Caramber, JeliTrident, Halls, Hollywood, Stimorol, Dirol, W edel, Caramber, Jelibon, Kandia, Poulain

6.ASIAASIA: •Main markets :India, Malaysia, Thailand and China •Main brands:Cadbury Dairy Milk, Bournvita, Halls, Eclairs/Choclairs, Clorets, Dentyne 7 . PACIFICPACIFIC: •Main markets:Japan, Australia, New Zealand •Main brands:Cadbury, The Natural Confectionery Co, Boost, Cherry Rip e , Clorets, halls.

Ad strategy

First ever company to use logos and animated pictures on their products

First ever company to advertise their product

through animated video ads.

Seasonal advertisements…..For example: special advertisements for birthdays, diwali ,etc.

Focus towards market development through best communication skills.

Create increased brand interest, promotion of positive attitude towards the product, execute purchase decision

Persuading customers in brand switching through sale promotions

Most amazing animated advertisements, most different style of presenting taglines i.e. celebrating “PAY DAY” with CADBURY….

Video ad

• SHRUTI NADKARNI… 34

• KANIKA KHANCHANDANI… 23

• NEHA CHAWLA… 12

• ARPITA RAMNANI… 42

• ROHAN HEGDE…59

• RESHA PADWAL… 37

• IBRAHIM PATHAN… 39

• ANUJA DESHPANDE… 16

GROUP GROUP MEMBERSMEMBERS

Thank Thank you…you…