Shruti shinde- indroduction Shital- product portfolio Vaibhav- marketing mix Chandan – social midia strategy Nikhil- case study explanation

Shruti

CASE STUDY ON

Presented By,

Nikhil SonawaneVaibhav Dalvi

Gaurav ChuhanShruti shinde

Introduction of Cadbury Cadbury was established in Birmingham, England

in 1824, by John Cadbury Cadbury is a British multinational confectionery subsidiary company

Cadbury is wholly owned by American company Mondelēz International since 2012.

Mondelez second largest confectionery brand in the world.

19 July 1948, Cadbury was incorporated in India.

chandan

Cadbury product Portfolio

Some facts:

11 brands with more than $1 billion in revenue

70+ brands with more than $100 million in revenue

40+ brands over 100 years old

Annual revenues of approximately $50 billion

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PROMOTION ◦ Advertising Plan ◦ Electronic media ◦ Print media ◦ Visual display and holdings

PROMOTIONAL PROGRAMMES

◦ Advance communications ◦ Innovative radio programs ◦ Effective press usage ◦ Cinema ◦ Cadbury Delicious book ◦ Free sampling with Cadbury premium brands

Cadbury’s strategies

Campaign Target

‘Khanewale ko kahne ka bahana chaiye’ -Dairy milk is for enjoyment

Widening chocolate consumption among the masses ‘Kuch meetha ho jaye’ To associate Cadbury with celebratory occasion

‘Pappu pass ho gaya’-Encourage those who have pass the exams to celebrate with Dairy Milk

‘Miss palampur’-Focusing on the adults

‘Aaj pehli tarikh hai’-To celebrate pay day/salary day

Adults with their advertising since the early 1990s.

Most, feature people over 18 years of age. “In every adult, there is a child”

Unique Strategy which Focus on emotions They have also adapted their strategies to the unique demands of the Indian retail sector for Leadership position

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TwitterCadbury have a number of different Twitter handles, some for different countries

Their biggest following is on their @CadburyUK handle (254k followers)

Usually very light-hearted and relevant to their brand image, with comedy playing a central role in their strategy

Ongoing campaign #FreeTheJoy, which was launched in January 2014

Social media marketing strategies

Facebook:

Much like on Twitter, Cadbury have a number of Facebook pages.However their product specific pages place more focus on the corresponding product, rather than the Cadbury’s brand as a whole.Their #FreeTheJoy campaign is also incorporated into their Facebook updates

Other Platforms

Google+ Instagram Cadbury have a large

following of nearly 4,000,000 on Google+

post every couple of weeks

There is no interaction with fans of the page through comments, like on the other platforms.

Almost No interaction ion this account

29.5k followers on instagram

Need more work on posting.

Nikhil

case study overview Leader of market but sales were hardly moving Seven log year suffering stagnancy with worlds of Reobertson, MD they decided

Target new customer who never buy chocolate Work on changing positioning with new

advertisement Failed in advertisement Bakshi, Director, sales and marketing suggeton

and New customer research done Again lunch of New advertisement Got success in New advertisement

Questions for Discussion Why did Cadbury initially attempt to directly

target parents for CDM chocolates and why did they fail in that attempt?

How did Cadbury find an answer to the question “What strategy should it deploy to rejuvenate CDM in a way that would appeal to the child lurking within the adult?”

How did Cadbury succeed in rejuvenating CDM? Subsequent to this case study ,what other

ideas/themes were used by Cadbury to increase the consumption of CDM?

What are your recommendations to Cadbury regarding entering New market segments and different reasons for eating CDMs by customers of all ages