Imc Final Ppt

CADBURY DAIRY MILKCADBURY DAIRY MILK

SUBMITTED BY: Rezwan Reza Khan Manoj Yadav

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

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

Today it has five company owned manufacturing facilities at Today it has five company owned manufacturing facilities at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and four sales offices.Baddi (Himachal Pradesh) and four sales offices.

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

VARIANTS OFCADBURY DAIRY MILK…

QUICK FACTSQUICK FACTS

Cadbury Dairy Milk is sold in over 30 countries across the globe. Cadbury Dairy Milk is sold in over 30 countries across the globe.

A bar of CDM is sold around the world every 2 seconds.A bar of CDM is sold around the world every 2 seconds.

Every year enough CDM is sold to wrap the world 4 times.Every year enough CDM is sold to wrap the world 4 times.

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

The largest chocolate bar in the world - a giant block nearly 9ft high, 4ft wide and The largest chocolate bar in the world - a giant block nearly 9ft high, 4ft wide and weighing 1.1 tonnes - was made by Cadbury Dairy Milk in 1998.weighing 1.1 tonnes - was made by Cadbury Dairy Milk in 1998.

Different CampaignsDifferent Campaigns

CampaignCampaign: Real Taste of Life: Real Taste of Life

TargetTarget : just for kids' to the `kid in all of us‘ : just for kids' to the `kid in all of us‘

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

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

CampaignCampaign: ‘kuch meetha ho jaye’.: ‘kuch meetha ho jaye’.

TargetTarget: To associate Cadbury with celebratory : To associate Cadbury with celebratory occasion.occasion.

Sub CampaignsSub Campaigns

pappu pass ho gayapappu pass ho gaya

Miss PalampurMiss Palampur

Aaj Pehli tarikh haiAaj Pehli tarikh hai

Shubh ArambhShubh Arambh

CADBURYINDIA

IMC Plan for IMC Plan for “kuch meetha ho jaaye”“kuch meetha ho jaaye”

AdvertisementAdvertisement

Sales promotionSales promotion

Public RelationsPublic Relations

1. ADVERTISEMENTS1. ADVERTISEMENTS

1. TV commercials1. TV commercials2. HOARDINGS2. HOARDINGS3. MAGAZINES3. MAGAZINES4. INTERNET4. INTERNET

TV COMMERCIALS UNDERTV COMMERCIALS UNDER“KUCH MEETHA HOJAYE CAMPAIGN”“KUCH MEETHA HOJAYE CAMPAIGN”

1. KUCH MEETHA HOJAYE1. KUCH MEETHA HOJAYE 2. PAPPU PASS HOGAYA2. PAPPU PASS HOGAYA 3. MISS PALAMPUR3. MISS PALAMPUR 4. AAJ PEHLI TAARIKH HAI4. AAJ PEHLI TAARIKH HAI 5. SHUBH AARAMBH5. SHUBH AARAMBH

KUCH MEETHA HO JAYE (2004)KUCH MEETHA HO JAYE (2004) The biggest challenge for Cadbury to reinstate faith of The biggest challenge for Cadbury to reinstate faith of

consumers after the worm controversy. consumers after the worm controversy.

““Post controversy, approached Amitabh Bachchan to calm the Post controversy, approached Amitabh Bachchan to calm the nerves.. nerves..

Hence the Kuch meetha ho jaaye campaign was introduced. Hence the Kuch meetha ho jaaye campaign was introduced.

Projected chocolates as a substitute to mithai (sweets) and Projected chocolates as a substitute to mithai (sweets) and cheered people to have chocolate on every joyous occasion. cheered people to have chocolate on every joyous occasion.

RECENT:

Campaign : “Kuch Meetha Ho Jaye” in the end of 2004.

Target: To associate Cadbury Dairy Milk with celebratory

occasions.

PAPPU PASS HO GAYA (2005)PAPPU PASS HO GAYA (2005) Targeted for youngstersTargeted for youngsters

Has became part of street language. “It has been adopted by consumers Has became part of street language. “It has been adopted by consumers to express joy in a moment of achievement/success.” to express joy in a moment of achievement/success.”

Associated with little joys of life. The campaign urged people to Associated with little joys of life. The campaign urged people to celebrate every little happiness in their life with a chocolate.celebrate every little happiness in their life with a chocolate.

Won silver for ‘the best integrated marketing campaign’ and gold in Won silver for ‘the best integrated marketing campaign’ and gold in the consumer products category at the EFFIES 2006.the consumer products category at the EFFIES 2006.

Bagged a Bronze Lion at the prestigious Cannes Advertising Festival Bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for ‘Best use of internet and new media”.2006 for ‘Best use of internet and new media”.

RECENT:

Campaign : “Pappu Pass Ho Gaya“ in 2005.

Target: It has become part of the street language. It has been

adopted by consumers to express joy in a moment of achievement

success.

MISS PALAMPUR (2006)MISS PALAMPUR (2006)

Miss Palampur clearly targeted at hinterland (INTERIOR OF Miss Palampur clearly targeted at hinterland (INTERIOR OF INDIA).INDIA).

Focused on Adults and values, like SACRED COWFocused on Adults and values, like SACRED COW

Campaigns aimed at rural India did fare wellCampaigns aimed at rural India did fare well

The share of Cadbury increased by more than 20% in rural India.The share of Cadbury increased by more than 20% in rural India.

The brand further strengthened its positions with the core audience.The brand further strengthened its positions with the core audience.

RECENT:

Campaign : “Miss Palampur” in 2005-2006.

Target: Focusing on adults. The potential market in rural

area was targeted.

AAJ PEHLI TARIKH HAI (2009)AAJ PEHLI TARIKH HAI (2009)

Pehli taarikh hai campaign is on the working class of the Pehli taarikh hai campaign is on the working class of the country”.country”.

‘‘Pehli taarikh hai campaign highlighted the celebratory Pehli taarikh hai campaign highlighted the celebratory occasion of payday, which is an important event in the life of occasion of payday, which is an important event in the life of every middle-class Indian.every middle-class Indian.

Is a clever occasion-based association which allows for the Is a clever occasion-based association which allows for the brand to be recalled in the right context, every month,” brand to be recalled in the right context, every month,”

MORE RECENT:

Campaign : “Aaj Peheli Taarikh Hai” in 2009.

Target: To celebrate Pay Day / Salary Day.

SHUBH AARAMBH (2010)SHUBH AARAMBH (2010)

Core target group, consumers in the age group of 15-35 yearsCore target group, consumers in the age group of 15-35 years

Specifically, there is a shift from the notion of celebrating Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the happy occasions with chocolate to the concept of anticipating concept of anticipating the occurrence of something good after consuming the the occurrence of something good after consuming the chocolatechocolate , a substitute for mithai , a substitute for mithai

The campaign is aimed at consumers across sectors, and is The campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers.supposed to have a balanced appeal across all tiers.

MORE RECENT :

Campaign : “Shubharambh – Kuch Meetha Ho Jaye” in 2010.

Target: To start with any new thing.

2. INTERNET MEDIA2. INTERNET MEDIA

Launched its website Launched its website www.cadburyindia.com..

Interactive site www.meethamoments .com, making cards etc.Interactive site www.meethamoments .com, making cards etc.

Community on social networking sites .Community on social networking sites .

Advertisments on different web sites.Advertisments on different web sites.

MAGAZINESMAGAZINES

CONTINUECONTINUE Many articles about CDM in magazines likeMany articles about CDM in magazines likeTEHELKA TEHELKA

Ads of “Pehli Tarikh hai” given in magazinesAds of “Pehli Tarikh hai” given in magazines

HOARDINGSHOARDINGS

1.1. Hoardings to attract customersHoardings to attract customers2.2. Catch attention of kids very easilyCatch attention of kids very easily3.3. Make a person urge to buy.Make a person urge to buy.

SALES PROMOTIONSALES PROMOTION

Sales promotion includes many kinds of incentives Sales promotion includes many kinds of incentives and techniques designed to produce immediate or and techniques designed to produce immediate or short-term sales or to increase the sales of products.. short-term sales or to increase the sales of products..

Cadbury dairy milk is involved in two types of sales Cadbury dairy milk is involved in two types of sales promotion activities:promotion activities:

1. Consumer oriented sales promotion.1. Consumer oriented sales promotion. 2. Trade oriented sales promotion.2. Trade oriented sales promotion.

Consumer oriented sales Consumer oriented sales promotionpromotion

Sales promotions targeted at the Sales promotions targeted at the consumer are called are called consumer sales promotions.it includes,consumer sales promotions.it includes,

Sampling,Sampling, Combo offer,Combo offer, Consumer contest,Consumer contest, Quantity deal,Quantity deal, Inproduct gifts,Inproduct gifts, Coupons etc…………Coupons etc…………

Trade oriented sales promotionTrade oriented sales promotion

Sales promotion targeted at retailers and Sales promotion targeted at retailers and wholesale are called trade sales promotions are called trade sales promotions..It It includes,includes,

Dealer contest,Dealer contest, Display contest,Display contest, Point of sale material,Point of sale material, Dealer gift,etc……Dealer gift,etc……

Sales Promotion activities Sales Promotion activities by Cadbury dairy milkby Cadbury dairy milk

1.Quantity Deal 1.Quantity Deal 2.Combo offer2.Combo offer

3.Consumer Contest3.Consumer Contest 4. Point of sale material4. Point of sale material

Quantity dealQuantity deal

Cadbury offer discounted schemes under customer Cadbury offer discounted schemes under customer oriented sales promotion strategy to increase the oriented sales promotion strategy to increase the sales of product like……..sales of product like……..

“ “More to share”-it offers 250 g pack of More to share”-it offers 250 g pack of chocolate at the cost of 200g pack and offer 50g chocolate at the cost of 200g pack and offer 50g extra to their customer.extra to their customer.

Combo packCombo pack

Cadbury also offer combo pack scheme during Cadbury also offer combo pack scheme during the festival season like-Diwali and Rakhi.the festival season like-Diwali and Rakhi.

It increases the sale of companyIt increases the sale of company Benefited to customer by offering value added Benefited to customer by offering value added

productproduct

Consumer contestConsumer contest Cadbury also organised many contest Cadbury also organised many contest

to get attraction and to increase the to get attraction and to increase the intraction with the customer.intraction with the customer.

www.meethamoments.comwww.meethamoments.com include many competition for include many competition for

consumer like..consumer like.. Story writingStory writing What is next?What is next? Painting competition etc.Painting competition etc.

Point of sales materialPoint of sales material1.1. Visicoolers: Visicoolers: visicooler serves the need visicooler serves the need

for cooling while still maintaining the for cooling while still maintaining the visibility of the product.visibility of the product.

2.2. 2.2. JarsJars: These are provided to small : These are provided to small outlets, where they are prominently outlets, where they are prominently displayed.displayed.

Public Relation

SponsorProduct publicity

Press releaseSpecial event

Sponsorship

The brand has tied up with the popular TV show, Kaun Banega Crorepati (KBC) 4 and is the key sponsor for it.

TCC tropic of cancer foundation

Product PublicityTie-up with Reliance India Mobile service.

CDM has tied up with BSNL's Missed Call Alert scheme.

The brand plans to tie up with marriage and job portals.

Tie up with Indian Railways for branding on tickets.

Press releasePress release

Cadbury India celebrates story of the ‘Purple Reign’

Cadbury's Purple Reign: The Story

behind Chocolate's Best-Loved Brand launched in India

Special Event

Cadbury also organized the international youth festival in 2006.

ConclusionSuccessfully re-establish the brand in different classes Important and ongoing campaign after the 2004 worm controversy.

Many variations in this campaign helped in targeting the different socio economic class of people.

Cmd very effectively used the various tools of IMC and •The Kuch meetha ho jaye campaign also went on to win Silver

for The Best Integrated Marketing Campaign and Gold in

the Consumer Products category at the EFFIES 2006 (global

benchmark for effective advertising campaigns) awards.

Thank

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