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Cadbury Dairy Milk (4)

Apr 07, 2015

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Page 1: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

Page 2: Cadbury Dairy Milk (4)

CADBURYINDIA

Page 3: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

Dairy Milk is a brand of chocolate bar made by Cadbury.Dairy Milk is a brand of chocolate bar made by Cadbury.

Popular in both the United Kingdom and around the world.Popular in both the United Kingdom and around the world.

Introduced in 1905, but it came to India in 1948.Introduced in 1905, but it came to India in 1948.

Dairy milk alone holds 30% value share of the Indian Dairy milk alone holds 30% value share of the Indian chocolate market.chocolate market.

Page 4: Cadbury Dairy Milk (4)

USP – Taste of ChocolateUSP – Taste of Chocolate

(picture of milk pouring into the (picture of milk pouring into the chocolate)chocolate)

Main marketing strategy used: AdvertisementsMain marketing strategy used: Advertisements

Page 5: Cadbury Dairy Milk (4)

Cadbury WorldwideCadbury Worldwide

Cadbury India is a fully owned subsidy of Kraft Cadbury India is a fully owned subsidy of Kraft Foods Inc.Foods Inc.

Creates a global powerhouse in snacks, confectionery Creates a global powerhouse in snacks, confectionery and quick meals.and quick meals.

Company with sales in approximately 160 countries Company with sales in approximately 160 countries & employs approx. 140,000 people.& employs approx. 140,000 people.

Page 6: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

NEED FOR MARKETINGNEED FOR MARKETING Strong Strong brands brands are very important in the chocolate are very important in the chocolate

confectionery market. confectionery market. Almost 80% of chocolate purchases are made on Almost 80% of chocolate purchases are made on

impulse. impulse. Consumers use brands and packaging to recognize Consumers use brands and packaging to recognize

products quickly and reduce perceived risks when products quickly and reduce perceived risks when

purchasing a newly launched brand.purchasing a newly launched brand.

Page 7: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

TARGETED CUSTOMERSTARGETED CUSTOMERS

The targeted customers of Diary Milk has been The targeted customers of Diary Milk has been changing from time to time and advertisement to changing from time to time and advertisement to advertisement.advertisement.

Page 8: Cadbury Dairy Milk (4)

Controversy FacedControversy Faced

In December 2003.In December 2003. Packets of Dairy Milk found to be infested Packets of Dairy Milk found to be infested

with Worms.with Worms. Loss of sale of 3-5%Loss of sale of 3-5% Prevention taken- Double Packaging donePrevention taken- Double Packaging done Help of Brand Ambassador- Amitabh Help of Brand Ambassador- Amitabh

BachchanBachchan

Page 9: Cadbury Dairy Milk (4)

CADBURYCADBURY DAIRY MILK DAIRY MILK

A FEW ADVERTISEMENTSA FEW ADVERTISEMENTS

The ‘Real Taste of Life’ with the girl dancing The ‘Real Taste of Life’ with the girl dancing on the cricket fields.on the cricket fields.

The message: ‘Dairy Milk is for enjoyment’The message: ‘Dairy Milk is for enjoyment’

Page 10: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

During late 90’sDuring late 90’s

Campaign: ‘Khanewalon ko khane ka bahana Campaign: ‘Khanewalon ko khane ka bahana chahiye’.chahiye’.

Target: widening chocolate consumption Target: widening chocolate consumption among the massesamong the masses

Page 11: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

More recentlyMore recently

Campaign: ‘kuch metha ho jaye’.Campaign: ‘kuch metha ho jaye’.

Target: to associate Cadbury with celebratory Target: to associate Cadbury with celebratory occasion.occasion.

Page 12: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

Campaign: ‘pappu pass ho gaya’.Campaign: ‘pappu pass ho gaya’.

Target: encourage those who have pass the Target: encourage those who have pass the exams to celebrate with Dairy Milk.exams to celebrate with Dairy Milk.

Page 13: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

Campaign: ‘Miss Palampur’Campaign: ‘Miss Palampur’

Target: Focusing on the adults.Target: Focusing on the adults.

Page 14: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

NEW IN MARKETNEW IN MARKET

Products: Dark chocolateProducts: Dark chocolate

Dry fruit collection for diwali.Dry fruit collection for diwali.

Target: Dairy Milk as a gift.Target: Dairy Milk as a gift.

Page 15: Cadbury Dairy Milk (4)

SWOT Analysis of CadburySWOT Analysis of Cadbury

Strengths :Strengths :

Large teaming population of kids and teenagers.Large teaming population of kids and teenagers. Well established market.Well established market. Vast variety of products.Vast variety of products. Price according to Indian mind set.Price according to Indian mind set. Easy availability of cocoa in India.Easy availability of cocoa in India.

Page 16: Cadbury Dairy Milk (4)

SWOT Analysis of CadburySWOT Analysis of Cadbury

Weaknesses :Weaknesses :

Large portion of population suffers from diabetes, Large portion of population suffers from diabetes, cholesterol disorders etc.cholesterol disorders etc.

Dental problems associated with consumption of Dental problems associated with consumption of chocolates.chocolates.

Page 17: Cadbury Dairy Milk (4)

SWOT Analysis of CadburySWOT Analysis of Cadbury

Opportunities :Opportunities :

Innovative uncaptured chocolate market in India such Innovative uncaptured chocolate market in India such as sugar free sector.as sugar free sector.

Large number of occasion celebrations and festivals Large number of occasion celebrations and festivals enriched chocos are used as a medium to convey enriched chocos are used as a medium to convey happiness.happiness.

Page 18: Cadbury Dairy Milk (4)

SWOT Analysis of CadburySWOT Analysis of Cadbury

Threats :Threats : Cut throat competition from Nestle and Cut throat competition from Nestle and

International chocolate brand.International chocolate brand. Negative publicity and controversies.Negative publicity and controversies. New entrance and individual players (rise in New entrance and individual players (rise in

the sale of homemade products).the sale of homemade products). Preference and availability of other substitutes.Preference and availability of other substitutes.

Page 19: Cadbury Dairy Milk (4)

CADBURY DAIRY MILKCADBURY DAIRY MILK

ConclusionConclusion

The prospective customers of Cadbury Dairy The prospective customers of Cadbury Dairy Milk have changed have changed from kids to Milk have changed have changed from kids to adults-including every family member to adults-including every family member to celebrate any occasion with Dairy Milk.celebrate any occasion with Dairy Milk.

Page 20: Cadbury Dairy Milk (4)

Question 1 Question 1

As a brand manager of Cadbury Diary Milk, As a brand manager of Cadbury Diary Milk, you have been asked to change the consumers’ you have been asked to change the consumers’ perception about eating chocolate on a regular perception about eating chocolate on a regular basis. What recommendation would you basis. What recommendation would you make?make?

Page 21: Cadbury Dairy Milk (4)

Ad CampaignsAd Campaigns

A FEW ADVERTISEMENTSA FEW ADVERTISEMENTS

Campaign:' Real Taste of Life’Campaign:' Real Taste of Life’ Campaign: ‘Pappu pass ho gaya’.Campaign: ‘Pappu pass ho gaya’. Campaign: ‘Khanewalon ko khane ka bahana chahiye’.Campaign: ‘Khanewalon ko khane ka bahana chahiye’. Campaign: ‘Aaj pehli tareek hai’Campaign: ‘Aaj pehli tareek hai’ Campaign: ‘Shubh Arambh’Campaign: ‘Shubh Arambh’

Upcoming Campaign:Upcoming Campaign: ‘Cadbury in everyone’s pocket’ ‘Cadbury in everyone’s pocket’

Page 22: Cadbury Dairy Milk (4)

Suggested CampaignSuggested Campaign

‘‘For every thing you do there is a For every thing you do there is a Dairy Milk for you’Dairy Milk for you’

Encouraging the people to eat chocolate for Encouraging the people to eat chocolate for whatever they do.whatever they do.

Page 23: Cadbury Dairy Milk (4)

Suggested CampaignSuggested Campaign

‘‘A Dairy Milk for every one’A Dairy Milk for every one’ Targeting the customer who do not or can not Targeting the customer who do not or can not

consume chocolate due to health problems.consume chocolate due to health problems.

Page 24: Cadbury Dairy Milk (4)

Question 2Question 2

Most celebrities acts in the capacity of persuasive role Most celebrities acts in the capacity of persuasive role models and , that too they usually appear in television models and , that too they usually appear in television commercials. Discuss the effectiveness of deploying commercials. Discuss the effectiveness of deploying a celebrity such as amitabh bachchan as its brand a celebrity such as amitabh bachchan as its brand ambassador?ambassador?

Page 25: Cadbury Dairy Milk (4)

Solution:Solution: This power is offered by the following elements, which This power is offered by the following elements, which

also creates a 'Top of the Mind Position'.also creates a 'Top of the Mind Position'. Enjoying public recognitionEnjoying public recognition Instant Awareness, knowledge about the brand and Instant Awareness, knowledge about the brand and

easy recall.easy recall. Values and image of the brand is defined, highlighted Values and image of the brand is defined, highlighted

and refreshed by the celebrity.and refreshed by the celebrity. The celebrity adds new edge and dimension to the The celebrity adds new edge and dimension to the

brand.brand. Credibility, trust, association, aspiration and Credibility, trust, association, aspiration and

connectivity to brand.connectivity to brand.

Page 26: Cadbury Dairy Milk (4)

As brand ambassador, Mr. Amitabh Bachchan will play a key role inAs brand ambassador, Mr. Amitabh Bachchan will play a key role in promoting Cadbury chocolates after the fiasco of infestation as the promoting Cadbury chocolates after the fiasco of infestation as the

image of Cadbury in India went very low in the eyes of people. image of Cadbury in India went very low in the eyes of people.

The company found a perfect fit and a reliable celebrity to transmit The company found a perfect fit and a reliable celebrity to transmit the correct message and help regenerating the lost trust. the correct message and help regenerating the lost trust.

The fit between the product and celebrity is evident as Mr. The fit between the product and celebrity is evident as Mr. Bachchan and Cadbury chocolates both have tested troubled times Bachchan and Cadbury chocolates both have tested troubled times and still they stand tall and the love and trust they both share with and still they stand tall and the love and trust they both share with the people all across India. the people all across India.

Page 27: Cadbury Dairy Milk (4)

Mr. Bachchan has a universal appeal that extends to Mr. Bachchan has a universal appeal that extends to everyone from 6 to 60, just as cadbury chocolates do.everyone from 6 to 60, just as cadbury chocolates do.

He commended that: Bringing smiles, spreading He commended that: Bringing smiles, spreading happiness and joy amongst millions of people in happiness and joy amongst millions of people in India is what Cadbury. India is what Cadbury.

Page 28: Cadbury Dairy Milk (4)

Question 3Question 3

Do you think the campaign of “real taste of Do you think the campaign of “real taste of life” would be effective in the indian rural life” would be effective in the indian rural market ? Discussmarket ? Discuss

Page 29: Cadbury Dairy Milk (4)

AnswerAnswer

According to our knowledge, ‘Real taste of life” According to our knowledge, ‘Real taste of life” would not be much effective in the Indian would not be much effective in the Indian

Rural market because of the following reasons-Rural market because of the following reasons- The purchasing power of rural Indians is very The purchasing power of rural Indians is very

less.They are not habitual.less.They are not habitual. The buying pattern and behavior of adults of rural The buying pattern and behavior of adults of rural

India is different from that of urban India.India is different from that of urban India.

Page 30: Cadbury Dairy Milk (4)

Rather than using “REAL TASTE OF LIFE” we can Rather than using “REAL TASTE OF LIFE” we can use “THE REAL TASTE OF EVERYONE” through use “THE REAL TASTE OF EVERYONE” through this tagline we can easily signify the brand proximity this tagline we can easily signify the brand proximity with common man.with common man.

We can use ads like “pappu pass ho gaya”and “miss We can use ads like “pappu pass ho gaya”and “miss palampur’.palampur’.

Page 31: Cadbury Dairy Milk (4)

CADBURY INDIA INDIA