Download - 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
How Cadbury did itWhat we learn from
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
How Cadbury did itWhat we learn from
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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