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  • Cadbury and Its Advertisment Strategies: Evolution Over The Years

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    Suhani Mittal
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    This document summarizes the history and advertising strategies of Cadbury over the years. It discusses how Cadbury was founded in Birmingham, UK in 1824 and now has headquarters in Uxbridge and London. Cadbury entered the Indian market in 1948 and has 5 factories across India. The marketing objectives are profitability, market share, and customer satisfaction. Cadbury segments its customers by demographics like age and behaviors like occasions. Its positioning focuses on the "Real taste of life" and appealing to people of all ages. Advertisements are run on TV, newspapers, magazines and feature brand ambassadors and messages like "Khanewale ko khane ka bahana chahiye".

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    Cadbury

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    This document summarizes the history and advertising strategies of Cadbury over the years. It discusses how Cadbury was founded in Birmingham, UK in 1824 and now has headquarters in Uxbridge and London. Cadbury entered the Indian market in 1948 and has 5 factories across India. The marketing objectives are profitability, market share, and customer satisfaction. Cadbury segments its customers by demographics like age and behaviors like occasions. Its positioning focuses on the "Real taste of life" and appealing to people of all ages. Advertisements are run on TV, newspapers, magazines and feature brand ambassadors and messages like "Khanewale ko khane ka bahana chahiye".

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    17 views13 pages

    Cadbury and Its Advertisment Strategies: Evolution Over The Years

    Uploaded by

    Suhani Mittal
    This document summarizes the history and advertising strategies of Cadbury over the years. It discusses how Cadbury was founded in Birmingham, UK in 1824 and now has headquarters in Uxbridge and London. Cadbury entered the Indian market in 1948 and has 5 factories across India. The marketing objectives are profitability, market share, and customer satisfaction. Cadbury segments its customers by demographics like age and behaviors like occasions. Its positioning focuses on the "Real taste of life" and appealing to people of all ages. Advertisements are run on TV, newspapers, magazines and feature brand ambassadors and messages like "Khanewale ko khane ka bahana chahiye".

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    CADBURY AND ITS ADVERTISMENT STRATEGIES :

    EVOLUTION OVER THE YEARS

    Cadbury

    Confectionary Company
    Birmingham, United Kingdom in1824 (192 years
    ago)
    HQ- Uxbridge, London, United Kingdom
    Owned subsidiary of Mondelez
    International(Kraft foods)
    2

    History of Cadbury

    John Cadbury (founder)


    First shop, Bull Street in Birmingham
    Chocolate products
    UK based

    Cadbury and India


    5 factories in India spread in all directions
    HQ in Mumbai
    1948 came to India
    Cocoa cultivation in 1965

    Marketing Objective

    Profitability
    Market share
    Customer Satisfaction

    Product

    4 product lines
    16 product lengths
    9 product depth

    Price

    Cadbury uses emotional benefit


    Comparing emotions and prices

    Promotion

    Advertisement on TV
    Internet
    Newspaper and Magazines
    Hoardings
    Promotion through brand ambassadors

    Target Segment

    a.
    b.
    c.

    a)

    a.

    Demographics
    3 years to 18 years
    18 years to 25 years
    25years +
    Behavioral
    Occasions Diwali, Raksha Bandhan etc
    Psychographic
    Cadbury becomes part of lifestyle

    Segmentation

    Break Segment
    Impulse segment
    Take home segment

    Positioning

    Real taste of Life


    Meant for all age groups
    Symbolizes fun, enjoyment, good
    items

    Messages and execution

    Real taste of life


    Khanewale ko khane ka bahana chahiye
    Kuch meetha ho jaaye
    Pappu pass ho gya
    Miss palampur
    Aaj pehli tarikh hai

    From:
    Anmol Mittal
    Aditya Saroha

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