IIS (DEEMED TO BE

UNIVERSITY)

CASE STUDY ON CADBURY

DAIRY MILK

SUBMITTED TO – SUBMITTED BY-

DR. ANKITA JAIN SANA BANO
ICG/2019/26593
Q1. As a brand manager of Cadbury diary milk, you have been asked to change the consumer’s
perception about eating chocolate on regular basis. What recommendation would you make?

As a brand manager of Cadbury diary milk, I would recommend that to attract the customers for
eating chocolate on daily basis they should use emotions and culture in their advertisement

 By showing emotional strength of relations in Indian families for example in their previous
advertisement they portrayed father and son relationship and also in festive season using
festive spirit to maintain the relationship with customers such as in Raksha Bandhan brother
and sister relationship as well using “kuch metha ho jaye “ this concept helps in connecting
with people by replacing sweet with chocolate on festival like Holi ,Diwali
 As in India we have many different culture so in India different culture need different
products for example south Indians prefer more bitter taste in chocolate in comparison to
north Indian so they should diversify in all customer segments of India and after sometime
they did and they launched ‘bornevile’ for south Indian people and this segmentation helps
in increasing the sale of the company
 The third most important point they can change the perception about eating chocolate on
regular basis is that they can add some more facts of health which will attract the health-
conscious customer and the people who have less knowledge about the advantages of
eating chocolate
 For example, bornevile
1) Dark chocolate reduces the risk of heart disease
2) It improves the blood flow
3) Reduces weight
4) Nuts are helpful in maintaining the strength of body

By showing this kind of facts and concept in the advertisement they can improve their brand image
and can connect with more customer and maintain the relationship with customer more easily and
effectively

Q2. Most celebrities act in a persuasive role model and too they usually appear in television
commercials. Discuss the effectiveness of deploying a celebrity such as Amitabh Bachchan as its
brand ambassador

In India 20% of all celebrities are endorsed in a research it is shown that endorsement results in
more favourable achievements, rating, brand evaluation and can have substantial positive impact

 The performance of the celebrity is the achievement of the company but a celebrity is failing
to perform as defined consumer, a celebrity endorsement effectiveness levels to decline
 Celebrity attractiveness is determined by the communication receiver’s perceptions of the
sound’s similarity, familiarity and likability
 It is proved that if the highly opinionated message is launched by highly trustworthy
communicators it produces an effective and positive attitude

Q3 Do you think campaign “Real taste of life” would be effective in the Indian rural market? Discuss

The campaign “Real taste of life” it will be effective in rural market also

 Firstly, they broke their own barriers and perception that chocolate is only for the kids which
is rectified by their advertisement for example Holi, Diwali and Raksha Bandhan which show
the relationship between the brother and sister they are giving chocolates to each other
 Indian girl dancing on occasion of Indian cricket team winning a match and eating a diary
milk to celebration
 There is one more advertisement “khane walo ko khane ka bahana chaheye” this ad
ensured that adults can also have chocolate
 Other advertisement “kuch metha ho jaye” and “pappu pass ho gaya” this relates to rural
market because it connects the emotions and festive season greeting by replacing the
sweets from chocolate on festival in India everywhere in urban and rural area
 They also introduce low period products and combos which is affordable for the rural area
because in India everyone is price sensitive so this was to attract every type of customer in
the market
 Cadbury don’t target people they target feelings because its relate to every type of people in
India emotional approach is very effective