cadbury dairy milk (4)
TRANSCRIPT
CADBURY DAIRY MILKCADBURY DAIRY MILK
Dairy Milk is a brand of chocolate bar made by Cadbury.Dairy Milk is a brand of chocolate bar made by Cadbury.
Popular in both the United Kingdom and around the world.Popular in both the United Kingdom and around the world.
Introduced in 1905, but it came to India in 1948.Introduced in 1905, but it came to India in 1948.
Dairy milk alone holds 30% value share of the Indian Dairy milk alone holds 30% value share of the Indian chocolate market.chocolate market.
USP – Taste of ChocolateUSP – Taste of Chocolate
(picture of milk pouring into the (picture of milk pouring into the chocolate)chocolate)
Main marketing strategy used: AdvertisementsMain marketing strategy used: Advertisements
Cadbury WorldwideCadbury Worldwide
Cadbury India is a fully owned subsidy of Kraft Cadbury India is a fully owned subsidy of Kraft Foods Inc.Foods Inc.
Creates a global powerhouse in snacks, confectionery Creates a global powerhouse in snacks, confectionery and quick meals.and quick meals.
Company with sales in approximately 160 countries Company with sales in approximately 160 countries & employs approx. 140,000 people.& employs approx. 140,000 people.
CADBURY DAIRY MILKCADBURY DAIRY MILK
NEED FOR MARKETINGNEED FOR MARKETING Strong Strong brands brands are very important in the chocolate are very important in the chocolate
confectionery market. confectionery market. Almost 80% of chocolate purchases are made on Almost 80% of chocolate purchases are made on
impulse. impulse. Consumers use brands and packaging to recognize Consumers use brands and packaging to recognize
products quickly and reduce perceived risks when products quickly and reduce perceived risks when
purchasing a newly launched brand.purchasing a newly launched brand.
CADBURY DAIRY MILKCADBURY DAIRY MILK
TARGETED CUSTOMERSTARGETED CUSTOMERS
The targeted customers of Diary Milk has been The targeted customers of Diary Milk has been changing from time to time and advertisement to changing from time to time and advertisement to advertisement.advertisement.
Controversy FacedControversy Faced
In December 2003.In December 2003. Packets of Dairy Milk found to be infested Packets of Dairy Milk found to be infested
with Worms.with Worms. Loss of sale of 3-5%Loss of sale of 3-5% Prevention taken- Double Packaging donePrevention taken- Double Packaging done Help of Brand Ambassador- Amitabh Help of Brand Ambassador- Amitabh
BachchanBachchan
CADBURYCADBURY DAIRY MILK DAIRY MILK
A FEW ADVERTISEMENTSA FEW ADVERTISEMENTS
The ‘Real Taste of Life’ with the girl dancing The ‘Real Taste of Life’ with the girl dancing on the cricket fields.on the cricket fields.
The message: ‘Dairy Milk is for enjoyment’The message: ‘Dairy Milk is for enjoyment’
CADBURY DAIRY MILKCADBURY DAIRY MILK
During late 90’sDuring late 90’s
Campaign: ‘Khanewalon ko khane ka bahana Campaign: ‘Khanewalon ko khane ka bahana chahiye’.chahiye’.
Target: widening chocolate consumption Target: widening chocolate consumption among the massesamong the masses
CADBURY DAIRY MILKCADBURY DAIRY MILK
More recentlyMore recently
Campaign: ‘kuch metha ho jaye’.Campaign: ‘kuch metha ho jaye’.
Target: to associate Cadbury with celebratory Target: to associate Cadbury with celebratory occasion.occasion.
CADBURY DAIRY MILKCADBURY DAIRY MILK
Campaign: ‘pappu pass ho gaya’.Campaign: ‘pappu pass ho gaya’.
Target: encourage those who have pass the Target: encourage those who have pass the exams to celebrate with Dairy Milk.exams to celebrate with Dairy Milk.
CADBURY DAIRY MILKCADBURY DAIRY MILK
Campaign: ‘Miss Palampur’Campaign: ‘Miss Palampur’
Target: Focusing on the adults.Target: Focusing on the adults.
CADBURY DAIRY MILKCADBURY DAIRY MILK
NEW IN MARKETNEW IN MARKET
Products: Dark chocolateProducts: Dark chocolate
Dry fruit collection for diwali.Dry fruit collection for diwali.
Target: Dairy Milk as a gift.Target: Dairy Milk as a gift.
SWOT Analysis of CadburySWOT Analysis of Cadbury
Strengths :Strengths :
Large teaming population of kids and teenagers.Large teaming population of kids and teenagers. Well established market.Well established market. Vast variety of products.Vast variety of products. Price according to Indian mind set.Price according to Indian mind set. Easy availability of cocoa in India.Easy availability of cocoa in India.
SWOT Analysis of CadburySWOT Analysis of Cadbury
Weaknesses :Weaknesses :
Large portion of population suffers from diabetes, Large portion of population suffers from diabetes, cholesterol disorders etc.cholesterol disorders etc.
Dental problems associated with consumption of Dental problems associated with consumption of chocolates.chocolates.
SWOT Analysis of CadburySWOT Analysis of Cadbury
Opportunities :Opportunities :
Innovative uncaptured chocolate market in India such Innovative uncaptured chocolate market in India such as sugar free sector.as sugar free sector.
Large number of occasion celebrations and festivals Large number of occasion celebrations and festivals enriched chocos are used as a medium to convey enriched chocos are used as a medium to convey happiness.happiness.
SWOT Analysis of CadburySWOT Analysis of Cadbury
Threats :Threats : Cut throat competition from Nestle and Cut throat competition from Nestle and
International chocolate brand.International chocolate brand. Negative publicity and controversies.Negative publicity and controversies. New entrance and individual players (rise in New entrance and individual players (rise in
the sale of homemade products).the sale of homemade products). Preference and availability of other substitutes.Preference and availability of other substitutes.
CADBURY DAIRY MILKCADBURY DAIRY MILK
ConclusionConclusion
The prospective customers of Cadbury Dairy The prospective customers of Cadbury Dairy Milk have changed have changed from kids to Milk have changed have changed from kids to adults-including every family member to adults-including every family member to celebrate any occasion with Dairy Milk.celebrate any occasion with Dairy Milk.
Question 1 Question 1
As a brand manager of Cadbury Diary Milk, As a brand manager of Cadbury Diary Milk, you have been asked to change the consumers’ you have been asked to change the consumers’ perception about eating chocolate on a regular perception about eating chocolate on a regular basis. What recommendation would you basis. What recommendation would you make?make?
Ad CampaignsAd Campaigns
A FEW ADVERTISEMENTSA FEW ADVERTISEMENTS
Campaign:' Real Taste of Life’Campaign:' Real Taste of Life’ Campaign: ‘Pappu pass ho gaya’.Campaign: ‘Pappu pass ho gaya’. Campaign: ‘Khanewalon ko khane ka bahana chahiye’.Campaign: ‘Khanewalon ko khane ka bahana chahiye’. Campaign: ‘Aaj pehli tareek hai’Campaign: ‘Aaj pehli tareek hai’ Campaign: ‘Shubh Arambh’Campaign: ‘Shubh Arambh’
Upcoming Campaign:Upcoming Campaign: ‘Cadbury in everyone’s pocket’ ‘Cadbury in everyone’s pocket’
Suggested CampaignSuggested Campaign
‘‘For every thing you do there is a For every thing you do there is a Dairy Milk for you’Dairy Milk for you’
Encouraging the people to eat chocolate for Encouraging the people to eat chocolate for whatever they do.whatever they do.
Suggested CampaignSuggested Campaign
‘‘A Dairy Milk for every one’A Dairy Milk for every one’ Targeting the customer who do not or can not Targeting the customer who do not or can not
consume chocolate due to health problems.consume chocolate due to health problems.
Question 2Question 2
Most celebrities acts in the capacity of persuasive role Most celebrities acts in the capacity of persuasive role models and , that too they usually appear in television models and , that too they usually appear in television commercials. Discuss the effectiveness of deploying commercials. Discuss the effectiveness of deploying a celebrity such as amitabh bachchan as its brand a celebrity such as amitabh bachchan as its brand ambassador?ambassador?
Solution:Solution: This power is offered by the following elements, which This power is offered by the following elements, which
also creates a 'Top of the Mind Position'.also creates a 'Top of the Mind Position'. Enjoying public recognitionEnjoying public recognition Instant Awareness, knowledge about the brand and Instant Awareness, knowledge about the brand and
easy recall.easy recall. Values and image of the brand is defined, highlighted Values and image of the brand is defined, highlighted
and refreshed by the celebrity.and refreshed by the celebrity. The celebrity adds new edge and dimension to the The celebrity adds new edge and dimension to the
brand.brand. Credibility, trust, association, aspiration and Credibility, trust, association, aspiration and
connectivity to brand.connectivity to brand.
As brand ambassador, Mr. Amitabh Bachchan will play a key role inAs brand ambassador, Mr. Amitabh Bachchan will play a key role in promoting Cadbury chocolates after the fiasco of infestation as the promoting Cadbury chocolates after the fiasco of infestation as the
image of Cadbury in India went very low in the eyes of people. image of Cadbury in India went very low in the eyes of people.
The company found a perfect fit and a reliable celebrity to transmit The company found a perfect fit and a reliable celebrity to transmit the correct message and help regenerating the lost trust. the correct message and help regenerating the lost trust.
The fit between the product and celebrity is evident as Mr. The fit between the product and celebrity is evident as Mr. Bachchan and Cadbury chocolates both have tested troubled times Bachchan and Cadbury chocolates both have tested troubled times and still they stand tall and the love and trust they both share with and still they stand tall and the love and trust they both share with the people all across India. the people all across India.
Mr. Bachchan has a universal appeal that extends to Mr. Bachchan has a universal appeal that extends to everyone from 6 to 60, just as cadbury chocolates do.everyone from 6 to 60, just as cadbury chocolates do.
He commended that: Bringing smiles, spreading He commended that: Bringing smiles, spreading happiness and joy amongst millions of people in happiness and joy amongst millions of people in India is what Cadbury. India is what Cadbury.
Question 3Question 3
Do you think the campaign of “real taste of Do you think the campaign of “real taste of life” would be effective in the indian rural life” would be effective in the indian rural market ? Discussmarket ? Discuss
AnswerAnswer
According to our knowledge, ‘Real taste of life” According to our knowledge, ‘Real taste of life” would not be much effective in the Indian would not be much effective in the Indian
Rural market because of the following reasons-Rural market because of the following reasons- The purchasing power of rural Indians is very The purchasing power of rural Indians is very
less.They are not habitual.less.They are not habitual. The buying pattern and behavior of adults of rural The buying pattern and behavior of adults of rural
India is different from that of urban India.India is different from that of urban India.
Rather than using “REAL TASTE OF LIFE” we can Rather than using “REAL TASTE OF LIFE” we can use “THE REAL TASTE OF EVERYONE” through use “THE REAL TASTE OF EVERYONE” through this tagline we can easily signify the brand proximity this tagline we can easily signify the brand proximity with common man.with common man.
We can use ads like “pappu pass ho gaya”and “miss We can use ads like “pappu pass ho gaya”and “miss palampur’.palampur’.