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Research methodology Cadbury Dairy Milk advertisement impact

Jan 03, 2016

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Research methodology Cadbury Dairy Milk advertisement impact
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Page 1: Research methodology Cadbury Dairy Milk advertisement impact

·Mansi Kothari (PG12031)

·Brijmohan Jhawar (PG12017)

·Samiksha Kothari (PG12019)

·Rahul Tiwari (PG12054)

·Ankur Rambhia (PG12033)

·Hiba Sayed (PG12055)

Page 2: Research methodology Cadbury Dairy Milk advertisement impact

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

Page 3: Research methodology Cadbury Dairy Milk advertisement impact

INTRODUCTION

• Cadbury Dairy Milk (CDM) entered the Indian market in 1948.

• CDM remains at the top of the Indian chocolate market. 

Page 4: Research methodology Cadbury Dairy Milk advertisement impact

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. 

Page 5: Research methodology Cadbury Dairy Milk advertisement impact

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.

Page 6: Research methodology Cadbury Dairy Milk advertisement impact

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

Page 7: Research methodology Cadbury Dairy Milk advertisement impact

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

Page 8: Research methodology Cadbury Dairy Milk advertisement impact

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. 

Page 9: Research methodology Cadbury Dairy Milk advertisement impact

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

Page 10: Research methodology Cadbury Dairy Milk advertisement impact

RESEARCH METHODOLOGY

• Data collection Method– Questionnaire Method– Observation Method

• Questionnaire - a set of 12 questions• Secondary data• Type of Research - Descriptive research

Page 11: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICS

23%

12%

51%

13% 0%

Ad Recall

Boy passesOld ladyBus stopCricketNone

Page 12: Research methodology Cadbury Dairy Milk advertisement impact

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

Page 13: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICS

66%

7%

25%2%

Television Program

KBCCIDIPL/CricketBig Boss

Page 14: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICS

54%

46%

Amitabh Bachan Influence

YesNo

Page 15: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICS

26%

41%

17%

0%1%

3%11%

First Word for dairy milk

Cadbury/SilkMeetha/ChoclateYummy/TastyPehli TareekhAmitabhPurple/PakagingOthers

Page 16: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICS

62%

23%

11%4%

Spending in a month

Rs. 50 - Rs.100Rs. 100 - Rs.250Rs. 250 - Rs.500Rs. 500 and above

Page 17: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICS

10%

55%

31%

4%1%

Price-Packet

Rs.5Rs.10Rs.20Rs.50Rs.150

Page 18: Research methodology Cadbury Dairy Milk advertisement impact

STATISTICAL TESTS USED

• One way ANOVA• Two-way ANOVA• Chi-square test• Co-relation test

Page 19: Research methodology Cadbury Dairy Milk advertisement impact

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

Page 20: Research methodology Cadbury Dairy Milk advertisement impact

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