ADVERTISING AND SALES PROMOTION

STRATEGIES USED BY CADBURY DAIRY MILK

Submitted to: Ms. Shruti Gupta

Submitted by: Deepak Raghav PG20102093

. Today. through the “Khanewalon ko khane ka Bahana Chahiye” campaign. specifically to cater to the urge for Cadbury Dairy Milk has exciting products on offer. And has participated and has been a part of every Indian’s moments of happiness. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement/success. It appealed to the child in every adult. In the Mid 90‟s. In the late 90‟s. The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Dairy Milk. Deserts was launched. marriages. Cadbury Dairy Milk has been the market leader in the chocolate category for years. More recently. chocolates were seen as “ meant for kids”. And Cadbury Dairy Milk became the perfect expression of “ spontaneity‟ and “shared good feelings”.Cadbury Dairy Milk Wowie. chocolate with Disney characters embossed in it. Cadbury Dairy Milk alone holds 30% value of the Indian chocolate market. giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. shifting the focus from „ just for kids‟ to the “kid in all of us”. a delightful combination of milk chocolate and white chocolate. Cadbury Dairy Milk’s efforts to make the brand relevant by developing new associations like festivals. as a part of a market development strategy to further create new associations and thus work towards market penetration strategy. clicked well with the masses and extended the product’s usage platform from a limited situation to an extended buying situation. the category was re-defined by the very popular “Real Taste of Life” campaign.Introduction The journey of Cadbury Dairy Milk with chocolate lovers in India began in 1948. and Cadbury Dairy Milk 2 in 1. Cadbury Dairy Milk “Something Sweet” after meals. joy and celebration. sharing a good news and etc. Recently. This campaign built social acceptance for chocolate consumption amongst adults. by showcasing collective and shared moments. to further expand the category. In the early 90‟s. The success of the Cadbury Dairy Milk strategy is purely based on how a brand initially tries to extend from a segmentation strategy. usually a reward or a bribe for children. 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. the focus shifted towards widening chocolate consumption amongst the masses.

.Advertisements and sales promotion done for Cadbury Dairy Milk Media Choice made by Cadbury Dairy Milk  National advertisements with endorser  Sponsoring various events and shows on Television  Ad in Local news papers  Radio  Hoardings  Pole Kiosk  Shelf Display Various tag lines used for Cadbury Dairy Milk  The real taste of life  Kuch meetha ho jaye  Shubh Aarambh  Meetha hai khana aaj pehli tareekh hai  Thodi si pet puja kabhi bhi kahin bhi.

This approach appears to be unique to Cadbury’s. of Cadbury’s advertisements in India feature people over 18 years of age.“The Real Tate of Life” . ease of vending. and protection from the elements. give in to temptation. with their understanding of the peculiarities of the Indian market. creamy. its design offers visibility. Visicoolers: Visibility for chocolates drops in the summer. there is a child . often stresses the energy giving aspects of chocolate (for example. the visicooler serves the need for cooling while still maintaining the visibility of the product. all reflect the impulsiveness and the spontaneity of the child in the adult. irrespective of the brand. the print media and posters have been the main media of communication for Cadbury’s advertisements. Perhaps realizing that children would be attracted to any chocolate. The Advertising Message Chocolates have usually been viewed as something meant only for children. The message that CIL seems to be attempting to put across is this: “In every adult. . and to good effect in Cadbury’s advertisements. if not all. CIL targeted adults with their advertising since the early 1990s.let that child express itself.taste in the case of Nestle Crunch. delicious chocolate”. “Khane walo ko khane ka bahana chahiye”. where they are prominently displayed. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium. Most.Advertising Media Television. Since it is placed on the cash counter. Nestle. This first from CIL has become so popular that is now the standard Design for all chocolate manufacturers. It is also placed in the most appropriate position to cater to the impulse buyers. CIL‟s biggest competitor. are also used extensively. In high throughput outlets. or “Reach for the stars”. as a light snack in the case of Nestle Bar One. in advertising for Nestle Charge). as they disappear into the refrigerator. Jars: These are provided to small outlets. Catchy lines such as “The Real taste of life”. or on other attributes of the chocolate .launches in the 90‟s attempts to capture the child like spontaneity in every adult. and satisfy his or her desire to sink teeth into a smooth. Message Execution Cadbury’s multi-award winning campaign. CIL has also explored many new ways of getting their message across to the consumers. Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop stocking their chocolates. However.

The “Real Taste of Life” campaign. It appealed to the child in every adult. joy and celebration. And has participated and been a part of every Indian’s moments of happiness. shifting the focus from `just for kids‟ to `kid in all of us‟.Cadbury Dairy Milk Chocolates has been the market leader in the chocolate category for years. Conceptualized by Ogilvy & Mather. The interactive campaign for “Pappu Pass Ho Gaya” . all the Cadbury Dairy Milk campaigns be it Shubharambh-Kuch meetha ho jaye or the latest khaane ke baad meethe mein kya hai have been able to bring smiles on all faces watching the TVCs.

“Kuch . Meetha Ho Jaye” campaign: As per the Indian rituals we use to have something in meetha like curd with sugar to start any new work or like.“Meetha hai khana aaj pehli tareekh hai” campaign to celebrate Pay Day/Salary Day. The same thing was seen in this commercial.

“Meetha Main Kya hai” campaign: Indians have habit to have meetha after taking their meals so Cadbury still giving reasons to all for having bit of Cadbury Dairy Milk. SALES PROMOTION:Sales promotion is one of the four aspects of promotional mix. coupons. Sales promotions targeted at the consumer are called consumer sales promotions. are considered gimmicks by many. point of purchase displays. Some sale promotions.Consumers collect points. limited time to increase consumer demand. Consumer sales promotion techniques:Loyal Reward Program . Price reduction may be a percentage marked on the package. Sales promotions can be directed at the customer. . stimulate market demand or improve product availability. Cents-off deal . sales staff. miles.Offers a brand at a lower price. premiums. and product samples. and loss leaders. particularly ones with unusual methods. Examples include contests. Media and non-media marketing communication are employed for a pre-determined. Sales promotions targeted at retailers and wholesale are called trade sales promotions. prizes. or credits for purchases and redeem them for rewards. or distribution channel members (such as retailers). freebies.

or organizing events to help raise the profile of the product or service. . The strategies labeled "strong. 25 percent extra). Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. See an example of the Interactive Internet Ad for tomato ketchup. Creative Aspects In advertising. personal selling and sales promotion. mid-strength. mid-strength. and magazines/print. different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. This includes such activities as working to make sure newspaper journalists write positive things about the product or service. Advertisements. mid-strength strategies and strong strategies.Price-pack deal -The packaging offers a consumer a certain percentage more of the product for the same price (for example. Contests/sweepstakes/games – The consumer is automatically entered into the event by purchasing the product. and strong can be found in television. public relations.Coupons have become a standard mechanism for sales promotions. weak. Public Relations (PR) Public relations is all about making sure that a company builds and maintains good relations with their target audience. Online interactive promotion game . radio.Coupons are present at the shelf where the product is available. and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. strategies have been created. Since the beginning of advertising. These ways of thinking are divided into three basic descriptions: Weak strategies. starting with the simplest (weak) strategies in the 1940s. Free-standing insert (FSI) . Creative strategies promote publicity.A coupon booklet is inserted into the local newspaper for delivery.Consumers play an interactive game associated with the promoted product. On-shelf couponing . Coupons .

an NGO working with underprivileged street children in Mumbai.With operations around the Pacific Ocean.Social and Ethical Issues Corporate Social Responsibility: Cadbury India always believed that good values a good business go hand in hand. Cadbury spreads smiles at Vatsalya. The ward gives specialized and intensive care for premature and critically ill newborns. After initial emergency relief donation they established a Tsunami Regeneration Programme for essential long-term community rebuilding. Vatsalya’s motto is to give the child a supportive environment to live and gain skills so that they become contributing members of a society. Cadbury has a tradition of caring for the environment and enriching the quality of lives of the communities they work and live in.In an effort to provide a health start to the newborn infants of the local community in the Thane district. . we have supported the construction of a neo-natal.hospital ward at Thane’s municipal hospital.CSR is about doing the business responsibility. Cadbury responded immediately to the Asian Tsunami in late 2004. Cadbury India supports the building of a Neo-natal ward. through a variety of result oriented programs such as: Sarvam Program.Cadbury India has partnered with Vatsalya Foundation.

. Efforts were made for the “Indianisation” of the brand and to increase width of consumption by entering the Indian mindspace. They have also adapted their strategies to the unique demands of the Indian retail sector.Conclusion Cadbury’s strategy to attract consumers is somewhat unique in a sense. as they have been able to build and maintain a leadership position in the market with many loyal customers. it seeks to tap into emotions normally associated with chocolates. instead of focusing on the product. The strategy has clearly proved successful. make Cadbury Dairy Milk part of Indian customs.

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