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Cadbury

Cadbury has a 70% market share in the chocolate category in India through brands like Cadbury Dairy Milk, Five Star, Bournvita, Tang, Oreo, and others. Cadbury analyzes Indian consumer behavior and demographics to understand when, why, and how Indians consume chocolate. Cadbury then designs marketing campaigns that leverage specific consumer behaviors, social factors, psychological factors, cultural factors, and life stages to promote their brands. Examples include campaigns targeting celebrations, indulgence, relaxation, and adding zest to life. Cadbury also plans to increasingly target the growing adult chocolate consumer segment in India.

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Rafaa Dalvi
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261 views10 pages

Cadbury

Cadbury has a 70% market share in the chocolate category in India through brands like Cadbury Dairy Milk, Five Star, Bournvita, Tang, Oreo, and others. Cadbury analyzes Indian consumer behavior and demographics to understand when, why, and how Indians consume chocolate. Cadbury then designs marketing campaigns that leverage specific consumer behaviors, social factors, psychological factors, cultural factors, and life stages to promote their brands. Examples include campaigns targeting celebrations, indulgence, relaxation, and adding zest to life. Cadbury also plans to increasingly target the growing adult chocolate consumer segment in India.

Uploaded by

Rafaa Dalvi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Cadburys strategies to influence consumer behavior

Cadbury India Profile

Cadburyis a Britishconfectionerycompany
owned byMondelz International
Entry in 1948 60 years of excellence in
chocolates
India Operations in five categories

Chocolate confectionery
Beverages
Biscuits
Gum
Candy

70% market share in chocolate category

Cadbury Products and


Brands in India

Market Share and Thrust


area

Consumption pattern and


Demographics
Any snack

25

Bar chocolate

Any chocolate

32

35
30

Small individual chocolate

23 24

20

24 23
19

23

20

19

20
12

15

14

11
7

10

10

9
4

5
0
Relaxation

Sharing

Hunger

Rejuvenation

Indulgence

Celebration

Profile of chocolate eaters


13-19 years
30%

29%

20-25 years
26-30 years
30-40 years

19%

23%

0 0
Health

1 1 1
Romance

Campaigns Leveraging Consumer


behaviour
Cadbury Dairy Milk

Real Taste of Life campaign: Targeting Personal and


Psychological Factors

Khaane Waalon ko khaane ka Bahana Chhayie


campaign: Social factors

Kuch Meetha Ho Jaye Campaign: Using Social and


Psychological factors

Shubh Aarambh campaign: Using Cultural factors

Celebrati
ons

Targeting Diwali
and Raksha
bandhan.
The Laddu
campaign: Using
Cultural factors

Five Star

Jo Khaaye Kho
Jaaye campaign

Dairy
Milk
Shots

Campaigns Leveraging Consumer


behaviour

Campaigns Leveraging Consumer


behaviour
Bournvita
Tayari jeet ki campaign
Baat badhao. Aadat banao

Tang
`Aaja Rang De-a
lyrical and visual
manifestation of
adding zest and
colour
Oreo to a childs life.
Twist,
Lick,
Dunk
campaign
Targets the age and
stage in life cycle of
consumer
Blue wall

Campaigns Leveraging Consumer


behaviour
Dairy Milk Silk
`Have You Felt Silk Lately?Biogenic need of indulgence
'The Silk Effect Revealed'
Perk
Anywhere. Anytimesnack
`Sapno Se Race Lagao
Gems
Rangeen Panda Ki Rangeen
Pasand
Raho Umarless

Future Campaigns
India is the fastest growing market for adult
consumption of chocolates and candies.Cadbury is
planning to target the adult customer as the adult
customer chocolate consumption is increasing
gradually.
Creating Real experience for the consumers :
Cadbury Dairy Milk announced their partnership
with KidZania to set up the chocolate Factory,
where kids could experience the process of
chocolate making by Cadbury

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