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Confectionery Cadbury plc United Kingdom 1905 Cadbury products 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 -

•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 knockon 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 •

• 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.

Ads:Cadburys Bournville, Interesting Positioning Strategy

•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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