Media Planning & Strategy

Product Selected:
Cadbury Chocolates
Submitted By:
Akshay Parlikar
Roll no. 27
INTRODUCTION
Cadbury
 India Limited (CIL), a part of the Cadbury
Schweppes Group, is India’s leading confectionary
manufacturer. 
Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the

largest selling brands in their segments. CIL is estimated to
have a 65 percent share of the Indian chocolate market.
The Indian chocolate market is estimated to be worth Rs.

3.2 billion, with an annual growth rate of 10 %, as compared
to 8.7 kg per year in the U.K. The market therefore offers
tremendous potential for growth.
In this presentation, some of the interesting aspects of

Cadbury’s advertising strategy & media planning
strategy of Cadbury is covered.
Cadbury’s Journey
 In the early 90's, chocolates were seen as 'meant for kids', usually a
reward or a bribe for children. In the Mid 90's the category was re-
defined by the very popular `Real Taste of Life' campaign, shifting
the focus from `just for kids' to the `kid in all of us'. It appealed to the
child in every adult. And Cadbury Dairy Milk became the perfect
expression of 'spontaneity' and 'shared good feelings'.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a

Bronze Lion at the prestigious Cannes Advertising Festival 2006 for
'Best use of internet and new media'.
PRODUCT Aspects
TARGET AUDIENCE: Chocolates have usually been viewed as
something meant only for children. Perhaps realizing that children would
be attracted to any chocolate, irrespective of the brand, CIL targeted
adults with their advertising since the early 1990s. Most, if not all, of
Cadbury’s advertisements in India feature people over 18 years of age.

MESSAGE: The message that CIL seems to be attempting to put across

is this: “In every adult, there is a child - let that child express itself, give
in to temptation, and satisfy his or her desire to sink teeth into a smooth,
creamy, delicious chocolate”. This approach appears to be unique to
Cadbury’s. CIL’s biggest competitor, Nestle.

COMPETITION: To counter Milkybar, CIL has the Dairy Treat - where

it targets the mothers of children by trying to convey the message that its
product is full of the goodness of milk, and so equivalent to consuming
milk itself.
Media Strategy: Message Execution
Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’
- launched in the 90’s attempts to capture the child like spontaneity
in every adult. From the old man offering his wife a Dairy Milk
chocolate to the dancing girl in a crowded stadium, all reflect the
impulsiveness and the spontaneity of the child in the adult.
Cadbury’s Perk, the light snack, addresses the hungry child in every
adult, as exemplified by the bride who nibbles at a Perk under her
‘pallu’. Cadbury’s Dairy Treat conveys its message through the
mother who refuses chocolates and other treats to her son, till Dairy
Treat comes along and  quickly changes her opinion about
chocolates.
Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko
Khane Ka Bahana Chahiye’, or ‘Reach for the Stars’, are also used
extensively, and to good effect in Cadbury’s advertisements.
Media Vehicle
Television, the print media and posters have been the main media of
communication for Cadbury’s advertisements. However, with their understanding
of the peculiarities of the Indian market, 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. This ‘first’ from CIL has become so popular
that is now the standard design for all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear

into the refrigerator. The visicooler serves the need for cooling while still
maintaining the visibility of the product.
Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy

locations.
Presence in Amusement Parks: Cadbury’s also maintains a presence in many

amusement parks across the country, strengthening the association of its
chocolates with ‘fun’ occasions.
CONCLUSION
Cadbury’s strategy to attract consumers is
somewhat unique in a sense, instead of
focusing on the product, it seeks to tap into
emotions normally associated with
chocolates. They have also adapted their
strategies to the unique demands of the
Indian retail sector. The strategy has clearly
proved successful, as they have been able to
build and maintain a leadership position in
the market with many loyal customers.