Cadburys Chocolate Mass Com

The sweetest

story ever

told… or heard

04/18/23 1mass communication and advertising creative


About the company Cadbury

• Starts back in 1824 when john Cadbury opened a shop in Birmingham selling cocoa and chocolate.

• Operate in over 60 countries


Cadbury in India• In India, Cadbury began its operations in 1948 by

importing chocolates• After 60 years of existence, it today has five

company-owned manufacturing facilities

• 4 sales offices

• The corporate office is in Mumbai.



Operates in five categories


overview• Chocolates- out of total market size of 22500

tpa, Cadbury’s share has been 69.2 %.

• Sugar Confectionery – out of the total market size of 163000 tpa, enjoys 4 % market share

• Food drinks – out of total market size of

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Swot Analysis

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Strength• Cadbury Schweppes plc is a very profitable

organization, generated revenue of more than £6,508 billion (2005).

• global chocolate brand built upon a reputation for fine products and services.

• one of the Fortune Top 100 Companies to Work For in 2005.


Weaknesses• The organization is dependant on a main

competitive advantage, the retail of coffee.

• The company has no apprehensions of cannibalization of its chocolate brands.

• Cadbury's recall over 1 million chocolate bars over salmonella fears


Opportunities• The company has the opportunity to expand

its global operations.

• Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes.


Threats• Entry into salted snacks was ruled out so it is

important to do new innovation and marketing research.

• exposed to rises in the cost of chocolate and dairy products.

• Health organization have so many barriers for new development


Key brands at Cadbury

• Cadbury Dairy Milk,• 5 Star, Perk, • Éclairs and• Celebrations


Brand • “A company’s brand is the primary

source of its competitive advantage and a valuable strategic asset.”


What makes a successful brand?• Carves out a distinct role in the

consumer’s life• Constantly delights the consumer year

after year• Consistent value proposition• Local expressions of universal needs

Elicit a ‘WOW’ at any given time


Cadbury Dairy Milk

The Real Taste of Success


Cadbury dairy milk

• The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948.

• Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.


A brand for every choice

• Fruit & Nut, • Crackle • Roast Almond, • Cadbury sugar free• Dairy Milk Desserts• Cadbury Dairy Milk Wowie• Dairy Milk 2 in 1


What does Cadbury Dairy Milk stand for

world-wide?


Brand PromiseCadbury Dairy Milk is the most

delicious, best tasting chocolate.

A moment of pure magic.


• Dairy Milk is considered the "gold standard" for chocolates in India.

• The pure taste of Cadbury Dairy Milk defines the chocolate taste for the Indian consumer


The Indian Chapter


The Challenge• Get people accustomed to chocolates-

primarily seen as a western taste

• Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself


CadburyDairyMilk in the 80’s

• Brand was considered as a surrogate of parental affection for their children.

• The chocolate goodness (appetite appeal) was being harnessed


The Expression CDM positioned as

‘The perfect expression of parental love’

‘Sometimes a Cadbury can say it better than words’


Key IssueWith communication consciously addressing

kids, consumption also got restricted within the same segment resulting in brand

stagnation


Marketing Challenge

To expand the consumer base by making Cadbury Dairy Milk aspirational and desirable

to the adult segment


Positioning Review

Cadbury India realized that in our very positioning of "parental love", growth was

being hindered.

The lead task was to make chocolates acceptable and accessible amongst adults and

erase the kiddy connotations.


The Unshackling of Cadbury

Dairy Milk in 1994


Communication Task

To increase category relevance, give consumers a taste of life the Cadbury Dairy

Milk way - real, fun and free.

Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.


The atmosphere at that time…

The new resurgent India.

The era of globalization had sowed the seeds of ‘I wanna break free’ syndrome

Avenues for freedom for expression were more than welcome


The BIG idea Cadbury Dairy Milk-

The chocolate for the kid in all of us.

The Communication

The Real Taste of Life.


Brand PositioningCadbury Dairy Milk is the perfect

expression of spontaneous, happy, joyous feelings.

Eating Cadbury Dairy Milk provides the ‘Real Taste of Life’ experience.


Legitimizing of Cadbury Dairy

Milk in 1998


• Hurdles at the communication level– “Real Taste of Life Campaign” cut ice with

the metro audience, – The barriers of Middle/Bottom end

consumers still remained to be addressed– As a result, brand growth rate was slower

than the chocolate market growth

In 1997


What next???

The “Indianisation” of the brandTo increase width of consumption by entering the

Indian mind-space -

Make CDM part of Indian customs and mores


Cadbury Dairy Milk to be the Real Taste of

Everyone's Life.


For Regular usersPosition CDM as the gold standard in taste

amongst chocolates

Creative Idea I will do anything to eat my CDM

The twin platforms


For Infrequent users

Position Cadbury Dairy Milk as the chocolate meant for everyone

Chocolate = Cadbury Dairy Milk

Creative Idea You don’t need any special reason to eat

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The result...Vendor TVC’s cut ice among both heavy

as well as marginal user

The strategy helped increase brand penetration (specially in smaller towns) leading to a brand

growth of around 40%


Volumes grew by 34% post ad exposure .

Overall Cadbury Dairy Milk volumes of 2000 grew by more than 30% over 1999


Parallel initiatives Beefed up distribution system (grown by

over 60% over past 5 years)

Increased points of contact(Bringing Cadbury Dairy Milk closer to the

consumer)


The third discontinuity

Cadbury Dairy Milk in 2002


Competitive Environment

• Influx of several brands at various price points offering greater perceived value

• While attitudes towards chocolates softened, consumers flirted with options


The Challenge

Reinforce pre-eminence of the

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The ExecutionProduct

Range of new, international pack formats – a Cadbury Dairy Milk for every need


Cadbury Dairy Milk for every need

• For chocoholics - CDM Chunky

• For Connoisseur - - Bournville - Fruit & Nut


Cadbury Dairy Milk for every need

• Gifting - Gift packs

• In-home consumption

• ‘Muh Meetha Karna’


Now in a new segment


Opportunity

The traditional sweet market in India is worth a whopping Rs. 11,000 crore

(3.5 times Australian chocolate market).


Cadbury Celebrations

• Aimed at replacing traditional gifting options like mithai and dry- fruits during festive seasons

• A popular brand on occasions such as diwali, rakhi, dussera puja.

• It is also a major success as a corporate gifting brand.


• The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet


fantastic mobile marketing campaign!

• Allowed students to check their exam results using this mobile service.

• Sms congratulating saying “pappu pass ho gaya” alongwith the exam result.

• Celebrate the moment with a cadbury dairy milk.


Cadbury Dairy Milk celebrates payday

• suitable replacement to a sweet.

• 'Khush hai Star aaj pehli tarikh hai, Meetha hai khana aaj pehli tarikh hai'.


• Some innovations were done in the print media as well, including a false jacket done for Mid-Day and frontline ads on Hindustan Times and Lokmat.


Cadbury Dairy Milk India – a global

benchmarkToday, India is the second largest market for CDM in the world

The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.


The worm controversy


• Sales of chocolates fell by 3 to 4 per cent.• Initiated project vishwas.• A war-footing to build awareness about

storage requirements for Cadbury products. • Association with Amitabh bachchan. • New 'purity sealed' packaging for Cadbury

dairy milk.• And regain its position very soon.



The programs at Cadbury

• 12 Point Action Plan responds to consumer health concerns.

• Bournvita Quiz Contest • one of the most famous quiz contests in India.


Cadbury's commits to green and ethical

future Its Purple Goes Green vision for 2020, which involves tackling climate change by shrinking

its global environmental footprint, was launched in July 2007.


Neo-natal ward• Health start to the newborn infants of the local

community in the thane district.

• Supported the construction of a neo-natal hospital ward at thane`s municipal hospital.

• This intervention has helped the poor and needy who are in urgent need of specialized healthcare.


Gurikha Project

• Focused on healthcare and education in the nearby village of gurikha.

• Fresh drinking water from a new village pump, a doctor's clinic, vet services for milk producing animals and fruit trees for each household to plant during the monsoons


Women Empowerment.

• supported the Indian Government's Year of Women Empowerment.

• focus was given to the rights and contribution of girls and to the counteraction of female infanticide through a variety of initiatives.


Over view of strategy

• A rapid penetration strategy, since the price of the product is low and the promotion is high.

• Target market is large.• Brand Extension Strategy• Line Extension Strategy• Attaching the band with consumers emotions .


• These were the branding strategies that have made Cadbury dairy milk the most successful brand in Indian chocolate market.

• It has succeeded in differentiating itself from the other well-established behavior.


What more need to do

• Capturing the snacks market as they are not focusing more on that.

• More promotion for the products like fruit and nut & Bournville .

• Innovative decisions something like decreasing the calories and as sweet as Cadbury.

• To target the health caring segment .

• Sales of milk chocolate bars, which account for 24 per cent by volume of total sales of chocolate bars, decreased by 3.7 per cent.

• Another type of beverage or leisure activity that replace coffee in the future

Soo……Kuch meetha ho jaye04/18/23 69mass communication and advertising

creative

Presented by• Mansi Sharma

• Pooja• Rishab• Ishaan• Khushboo• Ashwarya Mahi

Copyrights reserved04/18/23 mass communication and advertising

creative 70

Cadburys Chocolate Mass Com

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