cadbury presentation - group 3 - consumer behavior

8/10/2019 Cadbury Presentation - Group 3 - Consumer Behavior

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ITS TASTY!


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ITS NOW CALLED Mondelez!!


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Consumer Behavior

Analysis of

GROUP 3

SHREY ARORA E004

MEGHA GOEL E020

PALLAVI KINI E029

ARJUN SK E030

DWIJENDRA PARASHAR E040

ROHAN SARMANDAL E054


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Introduction

Owned by Mondelez International

Headquarters in Uxbridge, London

2ndlargest confectionary brand in the world Established in 1824 by John Cadbury Started off by selling tea & coffee

India

Began operations in 1948Imports Market leader in the chocolate confectiona

business with over 70% market share Changed its name to Mondelez India Foods


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Cultural Factors

Kya Swad hai Zindagi Mein

1998 - 2002 campaign

The ad struck chord with Indian audience:

Hindi lyrics

Cricket - Perceived as religion in India

Kuch Meetha Ho Jaye Sweets are major part of traditions and celebrations

Teaches the customers to use the product by leveraging culture


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Cultural Factors

Shubh Arambh

Auspicious beginning is important for success

Consuming sweets before embarking on something new

Cadbury adopted this to position Dairy milk as sweet to mark new beginning

Khane ke baad kuch meetha ho jaye

Capitalised on Indian family's habit of deserts


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Sub Cultural Factors

"Cadbury Mishti Shera Srishti" - 2012

Mishti - bengali Sweet

Tied up with 9 Kolkatta Mishti shops that prepared over 100 innovativeMishtis -using Cadbury dairy milk as ingredient

Used local media, print & visual inviting people to vote for mostinnovative creation

Repeated in 2013 on bigger scale

Is diwali aap kisse khush karenge"

"Kyunki Sirf Shagun hi kafi nhi" - rakshabandhan

Ek aisi Mithai jo dosti ko banaye aur bhi khaas"


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Cross Cultural Factors

Communication is highly localized

A lot of their communication is related to local sentiments

Failure of Cadbury Picnic


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Social classSegmentation of Cadbury consumers

Country Club, Small number of well established families

Bournville, Silk, Celebrations, Temptations, Oreo, CadburUpper-Upper Class

Represent new money, business executives

Bournville, Silk, Celebrations, Bournvita, Temptations, OreLower-Upper Class

Achieving professionals, Child oriented

Bournville, Silk, Celebrations, Temptations, Oreo, BournvitUpper-Middle ClassFaithful followers, want children to be well-behaved

Perk, 5 Star, Dairy Milk, Eclairs, Gems, Halls, ShotsLower-Middle Class

Largest social class segment, security-minded majority

Perk, 5 Star, Dairy Milk Rs. 5, Eclairs, Gems, Halls, ShotsUpper-Lower Class

Eclairs, Halls,ShotsLower-Lower Class

Very

Rich

Consumi

ng class

Climbers

Aspirant

s


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Social Class and MarketingStrategy

CadburyCelebrations

Rakhi TV AdUpper Class

CadburyCelebrations

Lonely Ma AdWorkingprofessionals

Bournvita QuizContest

UpperMiddle/LowerUpperTamilNadu Ad

Cadbury Dairy MilkKBC

Lower-middle/upper-lower class

Bournvita LittleChamps

Lower Upper andUpper MiddleClass: Mothers

Test


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SOCIAL GROUP & MARKETING STRATEGY

Consists of people who have a sense of

relatedness as a result of interaction witheach other

SOCIAL GROUPSilkaholicsCampaignCome Say it with Silk

Swipe For Silkthat tests your skills tomould your favourite bar of Silk

Photo Boothwith which you canpersonalize your pictures with

quirky edit tools. Also, every timeyou shake your phone, therell be

something new!

Silk Check-in with which you canturn your pictures into visual check-ins while adding some Silktemplates.


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MOTIVES

MURRAYS LIST OF PSYCHOGENIC NEEDS

1. NEEDS ASSOCIATED WITH INANIMATE OBJECTS2. NEEDS THAT REFLECT AMBITION, POWER, ACCOMPLISHMENT, AND

PRESTIGEAadatein Ad

3. NEEDS CONCERNED WITH HUMAN POWER

4. NEEDS CONCERNED WITH AFFECTION BETWEEN PEOPLESnowflake Ad,Honeymoon Ad

5. NEEDS CONCERNED WITH SOCIAL INTERCOURSE ( THE NEEDS TO ASK AN

TELL)


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Family

influencing factor

environment of socialization

the same buying habits and consumption patterns

influence on the consumer buying behaviour.


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FAMILY SPECIFIC CHARACTERISTICS INFLUENCE TYPE OFDECISION MAKING

Culture: Indian vs American (TVC)

Sub Culture: Urban vs Rural

Social Class: High vs Middle


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Opinion Leadership

Image of Cadbury took a serious hit when the news of worms beingin the chocolate came out.

They wanted to tell the consumers about their new double layeredpackaging in a way that people might believe them.

They used the strong influence of Mr. Amitabh Bachchan to do this


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Involvement

Celebrities Amitabh Bachchan, Priety Zinta used in TVCs

Reality Shows like KBC, Dream Factory

Relationships of Brother-sister, Husband- wife etc. emphasised to make it a high

involvement product

A glass and half full production


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Consumer Decision Making

If you love your sister/brother/ mother/father/ boyfriend/girlfriend/husband/wife/long lost friend/ neighbourhoodchacha/practically anybody that is left

If you are starting something new/ standing at a traffic signal/ veryhappy/ very sad/alone in hostel/about to get married or even ifRadha becomes Ms. Palampur

Buy a Cadbury TVCs try to relate product with every emotion and situation to make

consumers buy more


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Diffusion Of Innovation

Oreo (Twist ,Lick, Dip campaign)

More than a biscuit, makes families come together

Targeted Innovators, early adopters

and early majority


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Self Concept

Cadbury Silk Social Experiment


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Learning

Classical Conditioning


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Learning

Operant Conditioning (Kuch Meetha Ho Jaaye)

Behavior ConsequenceLikelihood of behaviorincreases/decreases


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Perception

Cadbury Bournvita: Perceived as drink for children which provides them energy, vitamins and

other essential nutrients

"Tan ki Shakti, man ki Shakti"

"Teyaari jeet ki"

Bounvita Quiz Contest - associated image of smartness and achievementsof children with Bournvita (1972 Quiz Contest )

Cadbury Gems

"Raho Umarless" campaign - showed adults enjoying Cadbury Gems

Tried to break the stereotype of being a candy for kids

Appealed to individuals who are still fun loving and young at heart - "Noumar for Favorite Color"


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Perception

Cadbury Dairy Milk shots Certain type of eaters are concerned about how they look or who

aren't good at controlling their eating - see bite size pieces of food as"zero calories".

Positioned as "Chocolate ladoo" and priced at Rs. 2

Subliminal Perception

One & a half glass of milk denoting richness and purity of chocolate

Purple colour denotes vibrant image of the brand

It has double layers of packaging to ensure better security


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Perception

Cadbury Dairy Milk Silk Perception of Irrelevant Cues

The relatively higher price signifies higher quality chocolate

Halo Effect

The brand roped in Mr. Amitabh Bachchan as Brand Ambassador

People associated the characteristics of brand with him


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Conclusion

Cadbury has continued to push its products as a replacement toconventional sweets in Indian Culture

Cadbury has capitalized on emotions to create special image in thminds of consumers influencing their behavior

Cadbury has easy recall value in the minds of consumer owing to itconstant identity


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THANK YOU

cadbury presentation - group 3 - consumer behavior

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