7

CHOCOLATES

Presented by:

Group:1

NISHANT VARSHNEY -13

NISHANT KUMAR-22

HARSHITA JAIN-30

ANNA JAIN-51

MEGHA SINGH-53

HEENA VYAS-57

AAKASH MINOCHA-60

Major players

Cadbury with 54% market share and Nestle with 37%

Brand Character

Cadbury encapsulates an enormous breath of emotions, from shared values such as family

togetherness (fun, wholesome, reliable), to the personal values of

individual enjoyment. It stands for goodness.

Nestle encapsulate broadly on the richness and energy giving

properties, combined with

emotions, with a tint of fun.

Highlights of Media Mix

Chocolate advertising on Print saw a colossal growth of 134% in Jan-Nov ’08 over Jan-Nov ’07.

Maximum advertising of Chocolates during the 4th quarter of 2005, 2006, 2007 and 2008.

26% of Chocolate advertising on Magazines during Jan-Nov '08.

High advertising on General Interest Newspapers and Women based Magazines.

Cadbury India Ltd. took the lead under Chocolate category.

Zone wise split for Chocolate Advertising During Jan-Nov '08

17%

8%

23%8%

44%

National North South East West

Share of Newspaper V/S Magazines

26%

74%

Magazines Newspaper

Genre Preference for Chocolate Advertising (Magazines)

23%

10%

26%

22%

6%

7% 5%

General Interest YouthWomen EntertainmentHealth & Fitness News/ Current AffairsOthers

More than 70% of Chocolate advertising in Metro Publications

76%

19%5%

Metro Non Metro Mini Metro

Top Chocolate Brand advertised across the MEDIA MIX

Rank Top New Brand1 Cadbury Bourneville

2 Cadbury Dairy Milk

3 Nestle Kit Kat

4 Cadbury Perk

5 Cadbury Celebration Pack

Media Mix

60%13%

5%

5%

4%

4%3%

3% 3%

OtherCartoon NetworkMaxMtvStar PlusDiscoveryChannel vZee CinemaZee

These Eight channels account for 40 per cent of chocolate advertising.

Cadbury India Ltd has the highest Share

Advertiser %shareCadbury India Ltd. 54

Nestle India Ltd. 37

International Marketing Network 5

Mangalam Confectionary Pvt. Ltd. 2

Patchi 1

Others (Perry & Parle) 1

Cadbury

Cadbury Dairy milk

Five star

Perk

Celebrations

Temptations

Eclairs

Gems

Perception in early 1990’s

Chocolate are meant for kids only

Seen as an indulgence product

Negative associations

Too much was bad

Bad for health

“KYA SWAAD HAI JINDGI MEIN” one of the most famous ad by Cadbury was successful in changing

this perception

“Pappu paas ho gaya” depicting the Happiness after the success

7s

Cadbury’s Dairy Milk ad replaces Pappu with Radha to avoid viewer fatigue. To encourage consumer involvement, the

company also launched online “webisodes” on Miss Palampur

Other Media Ads

7

Over 100 colleagues from Cadbury India participating in Marathon to raise money for underprivileged children and raise terrorist

thumped Mumbai spirit.

Nestle

Kit Kat

Kit Kat chunky

Munch

Milky bar

Bar one

Milk chocolate

Nestle

Kit Kat Break banta hai……

The brand has gone back to its famous tagline “Have a break, Have

a Kit Kat” in the form of “Kit Kat Break Banta Hai”

Shift in the IMC strategy from showcasing a light snack to Kit Kat

Chocolaty

Its famous tag line “Have a break Have a Kit Kat”: made it the leader in the category of wafer chocolate

ahead of the Perk.

Other media ads…..

Nestle approach towards Corporate social responsibilities•Providing safe drinking water•Education and training

NESTLE CHOCOLATE MUSEUM