Download - Cadburys Chocolate Mass Com
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The sweetest
story ever
told… or heard
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About the company Cadbury
• Starts back in 1824 when john Cadbury opened a shop in Birmingham selling cocoa and chocolate.
• Operate in over 60 countries
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Cadbury in India• In India, Cadbury began its operations in 1948 by
importing chocolates• After 60 years of existence, it today has five
company-owned manufacturing facilities
• 4 sales offices
• The corporate office is in Mumbai.
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Operates in five categories
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overview• Chocolates- out of total market size of 22500
tpa, Cadbury’s share has been 69.2 %.
• Sugar Confectionery – out of the total market size of 163000 tpa, enjoys 4 % market share
• Food drinks – out of total market size of
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Swot Analysis
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Strength• Cadbury Schweppes plc is a very profitable
organization, generated revenue of more than £6,508 billion (2005).
• global chocolate brand built upon a reputation for fine products and services.
• one of the Fortune Top 100 Companies to Work For in 2005.
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Weaknesses• The organization is dependant on a main
competitive advantage, the retail of coffee.
• The company has no apprehensions of cannibalization of its chocolate brands.
• Cadbury's recall over 1 million chocolate bars over salmonella fears
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Opportunities• The company has the opportunity to expand
its global operations.
• Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes.
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Threats• Entry into salted snacks was ruled out so it is
important to do new innovation and marketing research.
• exposed to rises in the cost of chocolate and dairy products.
• Health organization have so many barriers for new development
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Key brands at Cadbury
• Cadbury Dairy Milk,• 5 Star, Perk, • Éclairs and• Celebrations
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Brand • “A company’s brand is the primary
source of its competitive advantage and a valuable strategic asset.”
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What makes a successful brand?• Carves out a distinct role in the
consumer’s life• Constantly delights the consumer year
after year• Consistent value proposition• Local expressions of universal needs
Elicit a ‘WOW’ at any given time
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Cadbury Dairy Milk
The Real Taste of Success
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Cadbury dairy milk
• The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948.
• Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.
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A brand for every choice
• Fruit & Nut, • Crackle • Roast Almond, • Cadbury sugar free• Dairy Milk Desserts• Cadbury Dairy Milk Wowie• Dairy Milk 2 in 1
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What does Cadbury Dairy Milk stand for
world-wide?
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Brand PromiseCadbury Dairy Milk is the most
delicious, best tasting chocolate.
A moment of pure magic.
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• Dairy Milk is considered the "gold standard" for chocolates in India.
• The pure taste of Cadbury Dairy Milk defines the chocolate taste for the Indian consumer
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The Indian Chapter
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The Challenge• Get people accustomed to chocolates-
primarily seen as a western taste
• Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself
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CadburyDairyMilk in the 80’s
• Brand was considered as a surrogate of parental affection for their children.
• The chocolate goodness (appetite appeal) was being harnessed
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The Expression CDM positioned as
‘The perfect expression of parental love’
‘Sometimes a Cadbury can say it better than words’
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Key IssueWith communication consciously addressing
kids, consumption also got restricted within the same segment resulting in brand
stagnation
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Marketing Challenge
To expand the consumer base by making Cadbury Dairy Milk aspirational and desirable
to the adult segment
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Positioning Review
Cadbury India realized that in our very positioning of "parental love", growth was
being hindered.
The lead task was to make chocolates acceptable and accessible amongst adults and
erase the kiddy connotations.
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The Unshackling of Cadbury
Dairy Milk in 1994
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Communication Task
To increase category relevance, give consumers a taste of life the Cadbury Dairy
Milk way - real, fun and free.
Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.
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The atmosphere at that time…
The new resurgent India.
The era of globalization had sowed the seeds of ‘I wanna break free’ syndrome
Avenues for freedom for expression were more than welcome
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The BIG idea Cadbury Dairy Milk-
The chocolate for the kid in all of us.
The Communication
The Real Taste of Life.
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Brand PositioningCadbury Dairy Milk is the perfect
expression of spontaneous, happy, joyous feelings.
Eating Cadbury Dairy Milk provides the ‘Real Taste of Life’ experience.
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Legitimizing of Cadbury Dairy
Milk in 1998
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• Hurdles at the communication level– “Real Taste of Life Campaign” cut ice with
the metro audience, – The barriers of Middle/Bottom end
consumers still remained to be addressed– As a result, brand growth rate was slower
than the chocolate market growth
In 1997
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What next???
The “Indianisation” of the brandTo increase width of consumption by entering the
Indian mind-space -
Make CDM part of Indian customs and mores
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Cadbury Dairy Milk to be the Real Taste of
Everyone's Life.
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For Regular usersPosition CDM as the gold standard in taste
amongst chocolates
Creative Idea I will do anything to eat my CDM
The twin platforms
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For Infrequent users
Position Cadbury Dairy Milk as the chocolate meant for everyone
Chocolate = Cadbury Dairy Milk
Creative Idea You don’t need any special reason to eat
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The result...Vendor TVC’s cut ice among both heavy
as well as marginal user
The strategy helped increase brand penetration (specially in smaller towns) leading to a brand
growth of around 40%
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Volumes grew by 34% post ad exposure .
Overall Cadbury Dairy Milk volumes of 2000 grew by more than 30% over 1999
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Parallel initiatives Beefed up distribution system (grown by
over 60% over past 5 years)
Increased points of contact(Bringing Cadbury Dairy Milk closer to the
consumer)
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The third discontinuity
Cadbury Dairy Milk in 2002
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Competitive Environment
• Influx of several brands at various price points offering greater perceived value
• While attitudes towards chocolates softened, consumers flirted with options
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The Challenge
Reinforce pre-eminence of the
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The ExecutionProduct
Range of new, international pack formats – a Cadbury Dairy Milk for every need
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Cadbury Dairy Milk for every need
• For chocoholics - CDM Chunky
• For Connoisseur - - Bournville - Fruit & Nut
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Cadbury Dairy Milk for every need
• Gifting - Gift packs
• In-home consumption
• ‘Muh Meetha Karna’
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Now in a new segment
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Opportunity
The traditional sweet market in India is worth a whopping Rs. 11,000 crore
(3.5 times Australian chocolate market).
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Cadbury Celebrations
• Aimed at replacing traditional gifting options like mithai and dry- fruits during festive seasons
• A popular brand on occasions such as diwali, rakhi, dussera puja.
• It is also a major success as a corporate gifting brand.
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• The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet
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fantastic mobile marketing campaign!
• Allowed students to check their exam results using this mobile service.
• Sms congratulating saying “pappu pass ho gaya” alongwith the exam result.
• Celebrate the moment with a cadbury dairy milk.
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Cadbury Dairy Milk celebrates payday
• suitable replacement to a sweet.
• 'Khush hai Star aaj pehli tarikh hai, Meetha hai khana aaj pehli tarikh hai'.
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• Some innovations were done in the print media as well, including a false jacket done for Mid-Day and frontline ads on Hindustan Times and Lokmat.
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Cadbury Dairy Milk India – a global
benchmarkToday, India is the second largest market for CDM in the world
The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.
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The worm controversy
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• Sales of chocolates fell by 3 to 4 per cent.• Initiated project vishwas.• A war-footing to build awareness about
storage requirements for Cadbury products. • Association with Amitabh bachchan. • New 'purity sealed' packaging for Cadbury
dairy milk.• And regain its position very soon.
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The programs at Cadbury
• 12 Point Action Plan responds to consumer health concerns.
• Bournvita Quiz Contest • one of the most famous quiz contests in India.
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Cadbury's commits to green and ethical
future Its Purple Goes Green vision for 2020, which involves tackling climate change by shrinking
its global environmental footprint, was launched in July 2007.
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Neo-natal ward• Health start to the newborn infants of the local
community in the thane district.
• Supported the construction of a neo-natal hospital ward at thane`s municipal hospital.
• This intervention has helped the poor and needy who are in urgent need of specialized healthcare.
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Gurikha Project
• Focused on healthcare and education in the nearby village of gurikha.
• Fresh drinking water from a new village pump, a doctor's clinic, vet services for milk producing animals and fruit trees for each household to plant during the monsoons
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Women Empowerment.
• supported the Indian Government's Year of Women Empowerment.
• focus was given to the rights and contribution of girls and to the counteraction of female infanticide through a variety of initiatives.
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Over view of strategy
• A rapid penetration strategy, since the price of the product is low and the promotion is high.
• Target market is large.• Brand Extension Strategy• Line Extension Strategy• Attaching the band with consumers emotions .
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• These were the branding strategies that have made Cadbury dairy milk the most successful brand in Indian chocolate market.
• It has succeeded in differentiating itself from the other well-established behavior.
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What more need to do
• Capturing the snacks market as they are not focusing more on that.
• More promotion for the products like fruit and nut & Bournville .
• Innovative decisions something like decreasing the calories and as sweet as Cadbury.
• To target the health caring segment .
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• Sales of milk chocolate bars, which account for 24 per cent by volume of total sales of chocolate bars, decreased by 3.7 per cent.
• Another type of beverage or leisure activity that replace coffee in the future
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Soo……Kuch meetha ho jaye04/08/23 69mass communication and advertising
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Presented by• Mansi Sharma
• Pooja• Rishab• Ishaan• Khushboo• Ashwarya Mahi
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