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•Type : Confectionery


•Current owner : Cadbury plc

•Country of origin :  United Kingdom

•Introduced : 1905

•Related brands: Cadbury products

•Markets World Website: Cadbury Dairy Milk - Official website
•The story of Cadbury Dairy Milk started way back in
1905 at Bournville, U.K., but the journey with chocolate
lovers in India began in 1948.

•CDM is undeniably the leader brand of not only the


Cadbury’s basket but also the chocolate segment as a
whole and is in a sense almost generic to the category
in the country.

•Today, Cadbury Dairy Milk alone holds 30% value share


of the Indian chocolate market.
•Cadbury India Limited (CIL), a part of the Cadbury
Schweppes Group, is India’s leading confectionary
manufacturer. Cadbury’s Dairy Milk, 5 Star, Eclairs,
Perk and Gems are the largest selling brands in
their segments.

•CIL is estimated to have a 65 % share of the


Indian chocolate market.

•The Indian chocolate market is estimated to be


worth Rs. 3.2 billion, with an annual growth rate of
10 percent.

•Per Capita Consumption levels are very low in


India, as compared to 8.7 kg per year in the U.K.
The market therefore offers tremendous potential
for growth.
•In the early 90's, chocolates were seen as 'meant for kids',
usually a reward or a bribe for children.

•In the Mid 90's ,the category was re-defined by the very
popular `Real Taste of Life' campaign, shifting the
focus from `just for kids' to the `kid in all of us'. It
appealed to the child in every adult.
-And Cadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good
feelings'.
-“In every adult, there is a child - let that child express
itself, give in to temptation, and satisfy his or her
desire to sink teeth into a smooth, creamy, delicious
chocolate”. This approach appears to be unique to
Cadbury’s.
-Cadbury’s multi-award winning campaign - ‘The Real Taste of
Life’ - launched in the 90’s attempts to capture the child
like spontaneity in every adult. From the old man offering
his wife a Dairy Milk chocolate to the dancing girl in a
crowded stadium, all reflect the impulsiveness and the
spontaneity of the child in the adult.
-This campaign went on to be awarded 'The Campaign of the
Century', in India at the Abby (Ad Club, Mumbai) awards.
- ADVERTISEMENT
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•In the late 90's, to further expand the category, the focus shifted
towards widening chocolate consumption amongst the masses, through
the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign . This
campaign built social acceptance for chocolate consumption amongst
adults, by showcasing collective and shared moments.

-ADVERTISEMENT

•More recently, the 'Kuch Meetha Ho Jaaye' campaign associated


Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu
Pass Ho Gaya" became part of street language. It has been adopted by
consumers and today is used extensively to express joy in a moment
of achievement / success.

-ADVERTISEMENT



•The interactive campaign for " Pappu Pass Ho Gaya " bagged
a Bronze Lion at the prestigious Cannes Advertising Festival
2006 for 'Best use of internet and new media'.

-The 'Pappu Pass Ho Gaya' 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.

-The idea involved a tie-up with Reliance India Mobile service


and allowed students to check their exam results using their
mobile service and encouraged those who passed their
examinations to celebrate with Cadbury Dairy Milk.

-ADVERTISEMENT
•The "glass and a half of full cream dairy milk in
every 200gm" slogan with the picture of milk pouring
into the chocolate block, is one of the all-time
greats of advertising.

•With its simple message of the goodness associated


with the "glass and a half of full cream dairy milk",
this successful advertising campaign began in 1928
and served Cadbury Dairy Milk admirably until the
late 1980s.

•A change in advertising strategy in the 1990s saw a


greater emphasis placed on ‘taste’ in the bold
"Chocolate is Cadbury" campaign.

•The Gurilla advertising campaign, which first appeared on national
television on 31 August 2007. A version uploaded to video sharing website
YouTube received 500,000 page views in the first week after the launch.

•British polling company YouGov reported public perception of the brand


had noticeably improved in the period following the launch, reversing the
decline experienced in the first half of 2007 caused by a series of
crises and product recalls.

•In mid-2006, a number of Cadbury lines were found to contain salmonella


bacteria, caused by a leaking pipe at the company's factory in Marlbrook.
The incident was widely reported in the media, and had a number of knock-
on effects: 40 people became ill,and a product recall costing £20 million
was initiated
•Their proposal was to step away from pushing the product through
traditional advertising means, and instead produce "entertainment
pieces" which would appeal to a broader range of consumers and
spread through viral marketing– that is, through word of mouth. To
this end, Cadbury ended its ten-year sponsorship of the popular soap
Coronation Street.

•The advertisement premiered on New Zealand television on Monday, 30


June, 2008.In August 2008, the ad commenced airing on Australian
television.On 30 March 2008, Cadbury began rolling out the sequel to
the Gorilla campaign.

-ADVERTISEMENT


Ads:Cadburys Bournville,
Interesting Positioning
Strategy
• done completely in English and in a British style
and with a brilliant tag line "Have you earned
it".
• Bournville is the name of a model village in
England the village was set up by Cadbury
when they relocated their chocolate factory
there.
•Dark Chocolate is the fastest growing in the confectionary
category globally…growing at 13% year on year and hence this
push.

•The brands has a tag line that says that one has to EARN this
chocolate and not just buy it , referring to the quality
of this chocolate.

•The brand is retailed for Rs 75 for 80 gms and is aiming for


the 20-30 yr old SEC A segment who are passionate chocolate
eaters and for whom chocolate eating is an indulgence and thus
the british style advertising.

•This is a chocolate that one will indulge when they feel like
indulging since paying 75 bucks for a chocolate will bring a
special feeling.

•Because this product tastes differently from ordinary milk


chocolates and also because of the price , the brand will appeal
to a select niche.(Long Tail Concept)

•Combination brand names : This approach allows for the
optimal use of the corporate (family) brand name, while allowing
an individual brand to be identified, e.g. Cadbury Dairy Milk.

-Cadbury uses a combination brand strategy.The family brand,


Cadbury is
linked with its famous sub-brands, i.e. Cadbury Crème Egg, Cadbury
Roses, and Cadbury Flake, to name a few. The family brand
identity is
firstly communicated by the packaging with the Cadbury corporate
purple colour and the distinctive Cadbury script logo. The sub
brand is
then distinguished by its own individual livery.

-Recently marketers have identified particularly strong family


or corporate
brands as Masterbrands . Cadbury is such a brand. However, a
true
Masterbrand is more than the name of the company – it
incorporates the
company’s mission, vision and values, representing them in a way
that is
easily understood by consumers.

-Cadbury’s core brand values include "life’s everyday pleasures


that make
us feel good and never let us down. As a reward or a pick me up,
•To promote the new Dairy Milk Masterbrand, Cadbury implemented
comprehensive "360 degree support"campaign. This involved a highly
coordinated set of promotional activities across various
communications channels,each activity bearing the same message. This
approach is known as integrated marketing communications and
ensures that consumers receive a clear and consistent message about
a brand.

-Television, the print media and posters have been the main media of
communication for Cadbury’s advertisements. However, with their
understanding of the peculiarities of the Indian market, CIL has
also explored many new ways of getting their message across to the
consumers.

1)Sheet Metal Dispensers: This purple salesperson for Cadbury’s is


found in almost every shop stocking their chocolates. Since it is
placed on the cash counter, it’s design offers visibility, ease of
vending, and protection from the elements. It is also placed in the
most appropriate position to cater to the impulse buyers. This
‘first’ from CIL has become so popular that is now the standard
design for all chocolate manufacturers.

2)Visicoolers: Visibility for chocolates drops in
the summer, as they disappear into the
refrigerator. In high throughput outlets, the
visicooler serves the need for cooling while
still maintaining the visibility of the product.

3)Jars: These are provided to small outlets, where


they are prominently displayed.

4)Vending machines: These high visibility machines


are provided at busy locations.

5)Presence in Amusement Parks: Cadbury’s also


maintains a presence in many amusement parks
across the country, strengthening the association
of its chocolates with ‘fun’ occasions.
-In today’s competitive business environment brands have assumed
a role
of growing importance. They can differentiate a company’s
products and
develop customer loyalty, helping to sustain profitability in
the long term.

-The Cadbury Dairy Milk brand has evolved into a Megabrand ,


incorporating a range of products each with their own identity,
but now
under the Dairy Milk brand. This initiative is intended to
leverage the
strength of the Cadbury Dairy Milk brand to the full.

-The strategy involved a packaging and range refreshment


strategy which has resulted in a unified,innovative Dairy Milk
brand. Having exceeded initial sales targets by considerable
margin, the strategy can be considered a success!

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