· Mansi Kothari (PG12031) · Brijmohan Jhawar (PG12017) · Samiksha Kothari (PG12019) · Rahul Tiwari (PG12054)
Jan 03, 2016
·Mansi Kothari (PG12031)
·Brijmohan Jhawar (PG12017)
·Samiksha Kothari (PG12019)
·Rahul Tiwari (PG12054)
·Ankur Rambhia (PG12033)
·Hiba Sayed (PG12055)
INTRODUCTION
• British confectionery company owned by Mondelēz International Inc
• Second-largest globally after Mars• Headquarters - Uxbridge, London, England• Operates in more than 50 countries worldwide
INTRODUCTION
• Cadbury Dairy Milk (CDM) entered the Indian market in 1948.
• CDM remains at the top of the Indian chocolate market.
International Market
• In June 1905, in Ireland Cadbury made its first Dairy Milk bar.
• Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933.
• By this point, Cadbury's was the brand leader in the United Kingdom.
• In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk content.
International Advertising
• Singer Neil Diamond performed a concert televised throughout Australia
• Series of television advertisements in the United Kingdom and Ireland featuring a human and an animal (representing the human's happiness) debating whether to eat one of a range of bars including Dairy Milk.
ADVERTISING IN INDIA
• 1994 - Real Taste of Life• 1998 - launch of the Rs. 5 pack• 2000 - Khaane Waalon ko khaane ka Bahana Chhayie
• 2004 - Kuch Meetha Ho Jaaye’• 2006 – Amitabh Bachan – Brand Ambassador
ADVERTISING IN INDIA
• 2006 - Pappu Pass Ho Gaya• 2008 – Kenya - celebrated the spirit of cricket and that of true sportsmanship.
• 2009 - Kuch Meetha Ho Jaaye• 2010 - Shubh Aarambh• Current - Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye
IMPACT OF BRAND CADBURY
Colour• In India and across the world , the only choclate
wrapped in Purple with the logo of cadbury written on it.
Insignia • Packaging which introduces slight of milk splash shows the relation of milk with Cadbury
Logo• Logo which comes on the packaging in bold vintage Dairy font in white which also shows the
relation of milk with the product.
RESEARCH METHODOLOGY
• Objective - To get advertisement and slogan recall among the customers
• Sampling Techniques– Random sampling– Convenience sampling
• Sampling size - 250• Area of sampling – Mumbai
RESEARCH METHODOLOGY
• Data collection Method– Questionnaire Method– Observation Method
• Questionnaire - a set of 12 questions• Secondary data• Type of Research - Descriptive research
STATISTICS
23%
12%
51%
13% 0%
Ad Recall
Boy passesOld ladyBus stopCricketNone
STATISTICS
70%
13%
6%4%
2%3%
2%
Slogan rememberance
Kuch meetha ho jayeAaj peheli tareekh haiKya swad hai zindagi kaSubh ArambhNonePappu pass ho gayaOthers
STATISTICS
66%
7%
25%2%
Television Program
KBCCIDIPL/CricketBig Boss
STATISTICS
54%
46%
Amitabh Bachan Influence
YesNo
STATISTICS
26%
41%
17%
0%1%
3%11%
First Word for dairy milk
Cadbury/SilkMeetha/ChoclateYummy/TastyPehli TareekhAmitabhPurple/PakagingOthers
STATISTICS
62%
23%
11%4%
Spending in a month
Rs. 50 - Rs.100Rs. 100 - Rs.250Rs. 250 - Rs.500Rs. 500 and above
STATISTICS
10%
55%
31%
4%1%
Price-Packet
Rs.5Rs.10Rs.20Rs.50Rs.150
STATISTICAL TESTS USED
• One way ANOVA• Two-way ANOVA• Chi-square test• Co-relation test
CONCLUSION
• High brand recall• Students, professionals and business men have the highest rate of consumption
• Association with word “meetha”• Amitabh Bachan as a brand ambassador impacts one as a customer
RECOMMENDATIONS
• Cadbury should continue being one of the key sponsors of KBC as it directly affects their sales.
• Although they are targeting all the age groups, their main focus should be on the age group of 20-29
• The slogan is “Kuch Meetha Ho Jaye” is very popular amongst all the age groups i.e. Age from 10-70