cadbury case study analysis

8/11/2019 Cadbury Case Study Analysis

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Q1. As a brand manager of Cadbury Dairy Milk, you have been ato change the consumers perception about eating chocolates

regular basis. What recommendation would you make?


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Consumer Research to find out the current perception of chocolates about chocolates

Increase the relevance of category in the life of consumer

Redefine the Category and communication

Change in communication strategy Just for kids to the kid in all of us

Change in the STP

When they had to increase the consumer base

The objective was to make Dairy Milk part of Indian customs and culture

Indianized

Redefine the communication strategy with the catch lineThereal taste of Everyones Lif

Change in STP

How Cadbury did itWhat we learn from

Cadbury

Recommendat


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Consumer research to find out the current perception among consumer

What is the objective- Increase consumer base

Redefine communication strategy

Redefine STP


CadburyRecommendati


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Objective: change in perception about eating chocolate on regular basis. This can be done bypersonal relevance

Consumer current perception

Perceived as sweet , warm and delightful

Differentiated marketing strategy. E.g Khane wale ko khane ka bahana chahiye

Promote chocolate as tooth friendly, low sugar, Fat free, Made using highest standard of hygi

Better substitute to adulterated sweets

Dairy milk for all occasions bad and good timings

Dairy milk for everyone

For everything you do there is a dairy milk


CadburyRecommendati


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Most celebrities act in the capacity of persuasive role models and, tha

usually appear in television commercials. Discuss the effectiveness of d

celebrity such as Amitabh Bachchan as its brand ambassado


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CelebrityEndorsement

factors

Celebrity-ProductMatch Celebrity-

TargetAudience

CelebrityPopularity

CelebrityCredibility

CelebrityValues

CelebrityReach

Fit withadvertising

idea

Proper useof

promotionalmedium

CelebrityAvailability

Cost ofacquiringcelebrity

CelebrityControversy

risk

Bachchan-Cadbury Association


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Q.3 Do you think the campaign of real taste of life would be effective iIndian Rural Market?


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REASONS CAMPAIGN WOULD NOT BE SUCCESS

The advertisement campaign has a completely urbanized setting and it has been found that r

have failed to grasp urban television commercials.

Conventional media has limited reach and impact on rural audience.

Awareness to new media claiming more satisfaction in life do not lead to impatience with rurbecause of his perception of satisfaction.

The values shown in the advertisement campaign are not in sync with the Indian rural value sIndian rural values are:

not wanting toexpress yourselffully-where theadvertisementbelieves in letting goof conservations

CONSERVATISM

buying productsthat have sheerutility value-where

the advertisementbelieve in showingthat indulgence isgood

UTILITARIANISM

aclose and bondedrelationship withfamily)-where thecampaign showsnothing of familybonding

FAMILY

BONDING

CEL

ORIE


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cadbury case study analysis

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