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COMPLETED BY NAMRA MUBARAK ALI
Submitted to Miss ANSA IQBAL
My project topic is how the commercial of perk targeted its customers
Cadbury : Overview Cadbury is a British confectionary companyHeadquarters in Uxbridge, England.The oldest and largest family-run businesses in the worldIn 1969, it merged with Schweppes LimitedThird leading producer of soft drinks and fourth leading confectionery manufacturer in the World.
How large Cadbury is?Around 65,000 Employees
35,000 direct and indirect Suppliers
Direct operation over 60 Countries
The company's brands are like Five Star, Gems, clairs, Perk, Dairy Milk.
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The Real Taste of Life with the girl dancing on the cricket field
The message: Dairy Milk is for enjoyment
A FEW ADVERTISEMENTS
During late 90s
Campaign: Khanewalon ko khane ka bahana chahiye.
Target: widening chocolate consumption among the masses
Campaign: kuch metha ho jaye.
Target: to associate Cadbury with celebratory occasion.
Campaign: pappu pass ho gaya.
Target: encourage those who have pass the exams to celebrate with Dairy Milk.
Campaign: Miss Palampur
Target: Focusing on the adults.
Campaign: AAJ PAHLI TARIK HAI
Target: To celebrate pay day / salary day
Campaign: cadburry dairy milk silk
Target: pleasure.
Campaign: kiss me close your eyes
Target: teenagers,adults
Campaign: bubblier
Target: joy
Campaign: valentine special
Target: lovers
Campaign: sister and bro love
Target: siblings
Campaign: cadburry bubbly dark
Target: different people who like different tastes
Perk chocolate Less price
Crunchy
wafers
Advertisement attractionTargeting low income people
Attractive commercial
Commercial aims at showing that people become energetic
Advertisement attractionThey have shown that the chocolate was so refreshing that made the people active
They have mainly targeted the youth.
The strategy behind the add is that it is so light in comparison to the dairy milk
Advertisement attractionThey have also shown that the man who was exhaust by jogging became happy after eating the chocolate
They have clearly shown the lower price that they have set i.e. Rs. 5 and 10
Advertisement attractionThey have clearly mentioned in the end that perk have the glucose energy.
A pleasant sound was started at the back when the men ate up the chocolate
Advertisement attractionIt was clearly shown that it has wafer coated with chocolate. As they have shown at the end chocolate falling on the wafer
They have made just 30 seconds ad according to their price scheme
Advertisement attractionThey have not casted any celebrity in their advertisement because of their low price of the product
They have shown common people to show that it is affordable for low income group
Advertisement attractionThe slogan of the advertisement shows that we should enjoy life LIFE K MAZAE LO
Out of order Perk released its TV commercial 'Out Of Order- Anarkali' featuring young Pakistani TV actors Sajal Ali and Shahroz Sabzwari.Designed by Ogilvy& Matherproduced by The Vision Factory
Analysis
The TVC shows a typical university ragging scene where an out of order Sajal Ali speaks like a man and dances in Anarkali style.Baffled, the senior boys offer her a Cadbury Perk and Voila! She turns into the ever charming Shahroz Sabzwari.who stuns the senior boys with his cooldance movesand heroic attitude.
They have right targeted the humerous conceptDance steps were stunning showing energy boost upMusic played at the back was pleasant and it was attracting mindIt clearly targeted the youthThe commercial manages to make smile the audience
The dress that they are wearing match with the product making a strong product image for longer time.
There are many fans of Sajal Ali and Shahroz Sabzwari
POSITIONING STRATEGY OF PERKPerk always had a charm and its persona of a bubbly youthful brand
Priety Zinta is still remembered along with the brand.
The new faceof the Perk is entirely opposite to the brand's previous image
The new Perk is targeting the youth 14-18 year olds which are looking for a snack which is refreshing.The new launch is the result of a study conducted by the company which showed that youth prefers a tasty snack which also refreshed them.In comparison to the dairy milk.
COMPETITORSOFCADBURY
The chocolate market in Pakistan increased at a compound annual growth rate of 6.6% between 2004 and 2009.The molded bars segment led the chocolate market in Pakistan in 2009, with a share of 46.2%.The leading player in chocolate market in Pakistan is Cadbury plc.
In western countries.Within Chocolate, it's interesting that Cadbury is a very small player outshone by
kitkatAnother market player is sonnet
Another market player is (Maltesers, Hershey's Kisses) These include identical products packed in bags or boxes (also known as self lines). On store shelves with count small molded bars if bagged. But we merely see its commercial on media
Awards won by Cadbury for its Performance & Quality
Cadbury Schweppes plc was awardedBusiness in the Community'sJubilee Award
GOLD award for the "Best Insights and Strategic Thinking" Brammer Energy & Environmental Improvement Award , 2009
Cadbury's Gorilla Among D&AD Winners, 2008
CONCLUSION:Its commercials are very attractive targeting every movement .they are playing well in the market with good market share and their competitors are not so much active like sonnet, paradise , and candy land choclate now.
The advertisement was somewhat copy of snickers indian campaign
They have focused more on joyness rather then good taste.
www.dvdvideosoft.comCadbury Perk Out of order TVC 2014 Sajal ali & Shehroz sabzwariLavf55.19.104
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