History

• Cadbury was founded almost 200 years ago.

Product

• Key brand of Chocolate Confectionery: Cadbury Dairy Milk, 5 Star, Perk, Ulta Perk Éclairs and Celebrations.

• Perk Journey: Introduce in 1996 perk to get global competition

• Perk: First wafer chocolate brand in India.• Perk XL , Perk XXL , Perk Slims and Perk Minis.• Ulta Perk : Cadbury launched the reverse chocolate-

one with Choco- cream inside and wafer outside.

Price

• Price 27g Perk XXL - Rs 10 • 15g Perk Xl - Rs 5 • 8g Mini perk - Rs 3 (Perk in every pocket)• 15g Ulta Perk – Rs 5

Place

Targeted: • Snacking space in the domain of chips and

salty wafers. • Youth and teenagers Launched: Ulta Perk has been preliminary launched in South Markets -Tamil Nadu & Karnataka for over 6 months

Promotion

1) 360-degree campaign with mix of television, consumer contact activities, etc.

2) Tie up with leading coffee chain Café Coffee Day for direct sampling.

3) Product sampling for first two months across 25 towns

Conti…

• Preity Zinta with the 'hunger strike’- Strategy behind this ad were:

1) To cover all the youth where rest other crowd will follow them 2) Male fans of Preity Zenta will eat perk 3) Female fans want to be like her, hence they will eat perk 4) Thodi Si Pet Pooja - If hungry than eat perk rather than having

other things 5) Preity Zenta will be another reason for falling in love with perk6) To cover all the mischievous teenagers 7) To compete the chips & wafers

Promotion for Ulta Perk

• Strategy behind this ad were:1) Even if you are alone don’t scare if you have

Ulta perk2) Innovative ‘Wafer outside, choco-cream

inside’ 3) largest target segment – the youth – and will

broaden the product appeal and options to the consumers.

Advertising MediaTelevision, the print media and posters.Sheet Metal Distributors: • This purple salesperson for Cadbury’s is found in almost

every shop stocking their chocolates.• Placed on the cash counter, • it’s design offers visibility, • ease of vending.• Placed in the most appropriate position to cater to the

impulse buyers. • This ‘first’ from CIL has become so popular that is now the

standard design for all chocolate manufacturers.

Conti… Visi-coolers: • Visibility for chocolates

drops in the summer, as they disappear into the refrigerator.

• In high throughput outlets, the visi-cooler serves the need for cooling while still maintaining the visibility of the product

Conti….

• 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: strengthening the association of its chocolates with ‘fun’ occasions.

• It has been brought to life through the various influencing points in the target consumer’s life – Radio, Print, Outdoor, on-ground – tie up with Café Coffee Day, Mobile and online gaming on Zapak.com

Promotion Mantra

• Anytime, Anywhere • Thodi Si Pet Pooja• Kabhi Bhi Kaise Bhi • Baaki Sab Bhoola De • Bored Ho To Muh Chalao • Take It Lightly

‘TAKE IT LIGHTLY WITH CADBURY PERK’

• According to consumer research conducted by Cadbury India, a lot of people consume Cadbury Perk as a ‘mood enhancer’.

• Cadbury ‘Ulta’ Perk campaign won Silver in the Print Confectionary and Snacks category.

• The Ultra Perk campaign won four Silver Awards in total

Impact

• The campaign response was a phenomenal success for Cadbury.

• The ads had created the right impact on the right junctures.

• It helped Cadbury retain 70 percent of the market share and Dairy Milk enjoyed up to 30 percent of the market.

• Integrating Purchase across the whole campaign allowed Cadbury to gather unique consumer insights.

Learning

• To sustain in such a competitive market a company should be innovative

• Cadbury's integrated multi-channel digital marketing platform, played a vital role in the promotion.

• Company should use all the possible tools to promote its product.

• Innovation is the key to success in todays competitive world.

• Thus attractive, effective and innovative advertising is must.

Thank You