Cadburys Chocolate Mass Com

The
sweetest
story
ever
08/07/09
told… or
mass communication and
1
advertising creative
08/07/09 2
About the company
Cadbury
• Starts back in 1824 when john
Cadbury opened a shop in
Birmingham selling cocoa and
chocolate.
• Operate in over 60 countries

08/07/09 3
Cadbury in India
• In India, Cadbury began its
operations in 1948 by importing
chocolates
• After 60 years of existence, it today
has five company-owned
manufacturing facilities
• 4 sales offices
08/07/09 4
08/07/09 5
Operates in five
categories

08/07/09 6
overview
• Chocolates- out of total market size
of 22500 tpa, Cadbury’s share has
been 69.2 %.
• Sugar Confectionery – out of the total

market size of 163000 tpa, enjoys 4
% market share
• Food drinks – out of total market size

08/07/09
7
Swot
Analysis

08/07/09 8
Strength
• Cadbury Schweppes plc is a very
profitable organization, generated
revenue of more than £6,508 billion
(2005).
• global chocolate brand built upon a
reputation for fine products and
services.
• one of the Fortune Top 100
Companies to Work For in 2005.
08/07/09 9
Weaknesses
• The organization is dependant on a
main competitive advantage, the
retail of coffee.
• The company has no apprehensions

of cannibalization of its chocolate
brands.
• Cadbury's recall over 1 million

08/07/09 10
chocolate bars over salmonella fears
Opportunities
• The company has the opportunity to
expand its global operations.
• Cadbury India is attempting to

increase the declining market for
chocolate with innovation, one of
which is its sweet snack, Bytes.
08/07/09 11
Threats
• Entry into salted snacks was ruled
out so it is important to do new
innovation and marketing research.
• exposed to rises in the cost of
chocolate and dairy products.
• Health organization have so many
barriers for new development

08/07/09 12
Key brands at
Cadbury
• Cadbury Dairy Milk,
• 5 Star, Perk,
• Éclairs and
• Celebrations

08/07/09 13
Brand
• “A company’s brand is the
primary source of its
competitive advantage and a
valuable strategic asset.”

08/07/09 14
What makes a
successful brand?
• Carves out a distinct role in the
consumer’s life
• Constantly delights the consumer
year after year
• Consistent value proposition
• Local expressions of universal
needs
08/07/09 Elicit a ‘WOW’ at any given time

15
Cadbury Dairy
Milk
The Real Taste of
Success

08/07/09 16
Cadbury dairy
milk
• The story of Cadbury Dairy Milk
started way back in 1905 at
Bourneville, U.K., but the journey
with chocolate lovers in India began
in 1948.
• Cadbury Dairy Milk emerged as the
No. 1 most trusted brand in Mumbai
for the 2005 edition of Brand Equity's
Most Trusted Brands survey.
08/07/09 17
A brand for every
choice
• Fruit & Nut,
• Crackle
• Roast Almond,
• Cadbury sugar free
• Dairy Milk Desserts
• Cadbury Dairy Milk Wowie
• Dairy Milk 2 in 1

08/07/09 18
What does Cadbury
Dairy Milk stand for
world-wide?

08/07/09 19
Brand Promise
Cadbury Dairy Milk is the most
delicious, best tasting
chocolate.
A moment of pure magic.

08/07/09 20
• Dairy Milk is considered the "gold
standard" for chocolates in India.
• The pure taste of Cadbury Dairy Milk

defines the chocolate taste for the
Indian consumer

08/07/09 21
The Indian
Chapter

08/07/09 22
The Challenge
• Get people accustomed to
chocolates- primarily seen as a
western taste
• Do so by reaching out to the

masses in a land where mindsets
and preferences are as diverse as
the country itself
08/07/09 23
CadburyDairyMilk in
the 80’s
• Brand was considered as a
surrogate of parental affection
for their children.
• The chocolate goodness

(appetite appeal) was being
harnessed
08/07/09
24
The
Expression
CDM positioned as
‘The perfect expression of
parental love’
‘Sometimes a Cadbury can say it

better than words’

08/07/09 25
Key Issue
With communication consciously
addressing kids, consumption also
got restricted within the same
segment resulting in brand
stagnation

08/07/09 26
Marketing
Challenge
To expand the consumer base by
making Cadbury Dairy Milk aspirational
and desirable
to the adult segment

08/07/09 27
Positioning
Review
Cadbury India realized that in our very
positioning of "parental love",
growth was being hindered.
The lead task was to make chocolates

acceptable and accessible amongst
adults and erase the kiddy
connotations.

08/07/09 28
The
Unshackling
of Cadbury
Dairy Milk in
1994
08/07/09 29
Communication
Task
To increase category relevance, give
consumers a taste of life the
Cadbury Dairy Milk way - real, fun
and free.
Integrate the "real" chocolate of

Cadbury Dairy Milk to "real"
feelings.
08/07/09 30
The atmosphere
at that time…
The new resurgent India.
The era of globalization had sowed

the seeds of ‘I wanna break free’
syndrome
Avenues for freedom for expression

were more than welcome
08/07/09 31
The BIG idea
Cadbury Dairy Milk-
The chocolate for the kid in all of us.
The Communication
The Real Taste of Life.

08/07/09 32
Brand Positioning
Cadbury Dairy Milk is the
perfect expression of
spontaneous, happy, joyous
feelings.
Eating Cadbury Dairy Milk

provides the ‘Real Taste of
Life’ experience.
08/07/09 33
Legitimizing of
Cadbury Dairy
Milk
in 1998
08/07/09 34
In 1997
• Hurdles at the communication
level
– “Real Taste of Life Campaign” cut
ice with the metro audience,
– The barriers of Middle/Bottom end
consumers still remained to be
addressed
– As a result, brand growth rate was
slower than the chocolate market
08/07/09 growth mass communication and
35
What next???
The “Indianisation” of the brand
To increase width of consumption by
entering the Indian mind-space -
Make CDM part of Indian customs and
mores
08/07/09 36
Cadbury Dairy
Milk to be the
Real Taste of
08/07/09
Everyone's Life.
37
The twin
platforms
For Regular users
Position CDM as the gold standard
in taste amongst chocolates
Creative Idea
I will do anything to eat my CDM

08/07/09 38
For Infrequent
users
Position Cadbury Dairy Milk as the
chocolate meant for everyone
Chocolate = Cadbury Dairy Milk
Creative Idea
You don’t need any special
08/07/09 39
reason to eat Cadbury Dairy Milk
The result...
Vendor TVC’s cut ice among both
heavy as well as marginal
user
The strategy helped increase brand

penetration (specially in smaller
towns) leading to a brand growth of
around 40%
08/07/09 40
Volumes grew by 34% post ad
exposure .
Overall Cadbury Dairy Milk

volumes of 2000 grew by more
than 30% over 1999

08/07/09 41
Parallel initiatives
Beefed up distribution system
(grown by over 60% over past 5
years)
Increased points of contact

(Bringing Cadbury Dairy Milk closer
to the consumer)

08/07/09 42
The third
discontinuity
Cadbury Dairy Milk
in 2002

08/07/09 43
Competitive
Environment
• Influx of several brands at various
price points offering greater
perceived value
• While attitudes towards chocolates

softened, consumers flirted with
options

08/07/09 44
The
Challenge
Reinforce pre-
eminence of
the brand
08/07/09 45
The
Execution
Product
Range of new, international pack

formats – a Cadbury Dairy Milk for
every need

08/07/09 46
Cadbury Dairy Milk for
every need
• For chocoholics -
CDM Chunky
• For Connoisseur -
- Bournville
- Fruit & Nut

08/07/09 47
Cadbury Dairy Milk for
every need
• Gifting - Gift packs
• In-home consumption
• ‘Muh Meetha Karna’

08/07/09 48
Now in a new
segment

08/07/09 49
Opportunity
The traditional sweet market in India
is worth a whopping Rs. 11,000 crore
(3.5 times Australian chocolate market).

08/07/09 50
Cadbury
Celebrations
• Aimed at replacing traditional gifting
options like mithai and dry- fruits
during festive seasons
• A popular brand on occasions such
as diwali, rakhi, dussera puja.
• It is also a major success as a
corporate gifting brand.

08/07/09 51
• The communication is based on the
emotional route and the tag line says
"rishte pakne do" which fits with
the brand purpose of strengthening
your relationships with something
sweet

08/07/09 52
fantastic mobile
marketing
campaign!
• Allowed students to check their
exam results using this mobile
service.
• Sms congratulating saying “pappu
pass ho gaya” alongwith the exam
result.
• Celebrate the moment with a
cadbury dairy milk.
08/07/09 53
Cadbury Dairy Milk
celebrates payday
• suitable replacement to a sweet.
• 'Khush hai Star aaj pehli tarikh hai,

Meetha hai khana aaj pehli tarikh
hai'.

08/07/09 54
• Some innovations were done in the
print media as well, including a false
jacket done for Mid-Day and frontline
ads on Hindustan Times and Lokmat.

08/07/09 55
Cadbury Dairy Milk
India – a global
Today,benchmark
India is the second largest
market for CDM in the world
The Indian case-study has been

designated as the "blueprint for
success" for all international markets
to emulate.
08/07/09 56
The worm
controversy

08/07/09 57
• Sales of chocolates fell by 3 to 4 per
cent.
• Initiated project vishwas.
• A war-footing to build awareness
about storage requirements for
Cadbury products.
• Association with Amitabh bachchan.
• New 'purity sealed' packaging for
Cadbury dairy milk.
• And regain its position very soon.
08/07/09
58
08/07/09 59
The programs at
Cadbury
• 12 Point Action Plan
responds to consumer health
concerns.
• Bournvita Quiz Contest

• one of the most famous quiz
contests in India.

08/07/09 60
Cadbury's commits to
green and ethical
future
Its Purple Goes Green vision for 2020,
which involves tackling climate
change by shrinking its global
environmental footprint, was
launched in July 2007.

08/07/09 61
Neo-natal ward
• Health start to the newborn infants of the
local community in the thane district.
• Supported the construction of a neo-natal

hospital ward at thane`s municipal
hospital.
• This intervention has helped the poor and

needy who are in urgent need of
specialized healthcare.
08/07/09 62
Gurikha Project
• Focused on healthcare and education in
the nearby village of gurikha.
• Fresh drinking water from a new village

pump, a doctor's clinic, vet services for
milk producing animals and fruit trees for
each household to plant during the
monsoons
08/07/09 63
Women
Empowerment.
• supported the Indian Government's
Year of Women Empowerment.
• focus was given to the rights and

contribution of girls and to the
counteraction of female infanticide
through a variety of initiatives.
08/07/09 64
Over view of
strategy
• A rapid penetration strategy, since
the price of the product is low and
the promotion is high.
• Target market is large.
• Brand Extension Strategy
• Line Extension Strategy
• Attaching the band with consumers
emotions .
08/07/09 65
• These were the branding strategies
that have made Cadbury dairy milk
the most successful brand in Indian
chocolate market.
• It has succeeded in differentiating

itself from the other well-established
behavior.
08/07/09 66
What more need
to do
• Capturing the snacks market as
they are not focusing more on that.
• More promotion for the products like
fruit and nut & Bournville .
• Innovative decisions something like
decreasing the calories and as sweet
as Cadbury.
• To target the health caring segment .
• Sales of milk chocolate bars, which
account for 24 per cent by volume of
total sales of chocolate bars,
decreased by 3.7 per cent.
• Another type of beverage or leisure

activity that replace coffee in the
future
Soo……
Kuch
meetha
08/07/09 69
Presented
by
• Mansi Sharma
• Pooja
• Rishab
• Ishaan
• Khushboo
• Ashwarya Mahi
08/07/09
Copyrights
70

Cadburys Chocolate Mass Com

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Cadburys Chocolate Mass Com

Uploaded by

Copyright:

Available Formats

The

• Operate in over 60 countries

mass communication and

mass communication and

• Sugar Confectionery – out of the total

• Food drinks – out of total market size

mass communication and

• The company has no apprehensions

• Cadbury's recall over 1 million

• Cadbury India is attempting to

mass communication and

mass communication and

mass communication and

08/07/09 Elicit a ‘WOW’ at any given time

mass communication and

mass communication and

mass communication and

mass communication and

• The pure taste of Cadbury Dairy Milk

mass communication and

mass communication and

• Do so by reaching out to the

• The chocolate goodness

‘Sometimes a Cadbury can say it

mass communication and

mass communication and

mass communication and

The lead task was to make chocolates

mass communication and

Integrate the "real" chocolate of

The era of globalization had sowed

Avenues for freedom for expression

The Real Taste of Life.

Eating Cadbury Dairy Milk

mass communication and

The strategy helped increase brand

Overall Cadbury Dairy Milk

mass communication and

Increased points of contact

mass communication and

mass communication and

• While attitudes towards chocolates

mass communication and

Range of new, international pack

mass communication and

- Fruit & Nut

• ‘Muh Meetha Karna’

mass communication and

mass communication and

mass communication and

mass communication and

• 'Khush hai Star aaj pehli tarikh hai,

mass communication and

mass communication and

The Indian case-study has been

mass communication and

• Bournvita Quiz Contest

mass communication and

mass communication and

• Supported the construction of a neo-natal

• This intervention has helped the poor and

• Fresh drinking water from a new village

• focus was given to the rights and

• It has succeeded in differentiating