Cadbury dairy milk ajahar husain NDIM

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AJAHAR HUSAIN 187 AJAHAR HUSAIN 187

JAYATI ROY 214JAYATI ROY 214

AMRITA SINGH 219 AMRITA SINGH 219

ALISHA DHARMIC 243ALISHA DHARMIC 243

PRESENTED BY -PRESENTED BY -

PRESENTED TO -PRESENTED TO -Dr. GAJENDRA SHRMADr. GAJENDRA SHRMA

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CONTENTS• COMPANY PROFILE• CADBURY IN INDIA• VISSION MISSION• SHARE• 4P’S• BRANDS• MEDIA• NEED FOR MARKETING• TARGET CUSTOMERS• ADVERTIESMENT

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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.Main marketing strategy used: AdvertisementsMain marketing strategy used: Advertisements

COMPANY PROFILECOMPANY PROFILE

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• Headquarters: Uxbridge, London, United Kingdom

• Industry : Confectionery• Revenue : £5,384 million (2008)• Employees: 71,657 (2010)• Parent : Kraft Foods (2010-2012)

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• Started operating in 1948

• Cadbury launched dairy milk in 1905

• Pioneered the cocoa cultivation 1965

• Taken over by Kraft Foods in 2010

Cadbury in India

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Vision and Mission

VISION

"Working together to create brands people love“

MISSION

Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is

built upon quality; our commitment to continuous

improvement will ensure that our promise

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SHARE

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Brands In India

Popular Brands in INDIA

Chocolates

Chocolates

Snacks

Snacks

BeveragesBeverages

CANDy’sCANDy’s

GUMS

GUMS

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• CHOCOLATES

• BEVERAGES

• BISCUITS

• CANDY

• GUMS

PRODUCTS

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PRICE

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• Induri (Pune)

• Gwalior

• Bangalore

• Himachal Pradesh

• sales offices:

• New Delhi

• Mumbai

• Chennai

• Corporate/Head office:

• Mumbai

PLACE

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• Strong brands are very important in the chocolate

confectionery market.

• Special Delivery Promotion.

• Cadbury Easter Egg Hunt.

• Cocoa Gold Program.

• The media mix for the campaign comprises TV,

• outdoor, Internet and radio.

• Use of emotional appeals in advertising.

• Concentrated more on TV. Advertisement.

PROMOTION

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• Done by all three media-• Print media

• Broadcast media

• Social media

• Branding- “ The Celebrity Factor”

ADVERTISEMENTS AND BRANDING

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PRINT MEDIA

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BROADCAST MEDIA

• Desktop\Cadbury Eyebrows (official version).avi

• Desktop\LB Gorilla - Cadbury Gorilla Advert (HD).avi

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CADBURY CADBURY

NEED FOR MARKETINGNEED FOR MARKETING

• Strong brands are very important in the chocolate Strong brands 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.

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CADBURYCADBURY

TARGETED CUSTOMERSTARGETED CUSTOMERS

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

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DURING 1994DURING 1994

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

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

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FEW ADVERTIESMENT FEW ADVERTIESMENT

CADBURY CADBURY

During late 1998During late 1998

Campaign: ‘Khane walon ko khane ka Campaign: ‘Khane walon ko khane ka bahana chahiye’.bahana chahiye’.

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

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CADBURY CADBURY

More recently 2003More recently 2003

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

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

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CADBURYCADBURY

DURING 2002DURING 2002 Campaign: ‘Pappu pass ho gaya’.Campaign: ‘Pappu pass ho gaya’.

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

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CADBURYCADBURY DURING 2004DURING 2004 Campaign: ‘Miss Palampur’Campaign: ‘Miss Palampur’

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

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CADBURY CADBURY

NEW IN MARKET 2012NEW IN MARKET 2012

“ “Kuch meetha ho jayee” Kuch meetha ho jayee”

“ “pehli tarikh hai”pehli tarikh hai”

meetha hai khanameetha hai khana

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.

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CADBURY LOCATIONSCADBURY LOCATIONS

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Corporate Social Responsibility(CSR) is at the heart of our successwe have always believed that good values and good business go hand in hand.CSR is about growing our business responsibly. 

Cadbury India has a tradition of caring for the environment and enriching the quality of lives of the communities we live and work in, through a variety of result-oriented programs.Our commitment to the EnvironmentsGrowing Community Values

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CADBURY CADBURY

ConclusionConclusion

The prospective customers of Cadbury The prospective customers of Cadbury Dairy Milk have changed from kids to Dairy Milk 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.

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SOURCESSOURCES

www.cadburyindia.comwww.cadburyindia.com www.myiris.comwww.myiris.com www.google.com www.wikipedia.com www.asnwers.com www.youtube.comwww.youtube.com

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SOME OLD SOME OLD ADVERTIEMENTS ADVERTIEMENTS

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CADBURY INDIA INDIA

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