DAIRY MILK PRESENTATION – SCRIPT.

Welcome ladies and gentleman, today I am going to show and present to you about recommending a new advert for Cadburys Dairy Milk. However to start making the advert, I researched the advertising of Dairy Milk and its history of the company and its negative and positives in how the company works.

On screen 2 you can see the making of Dairy Milk chocolate. Milk chocolate started in 1897. The basic ingredients consists of Milk Powder, Cocoa Butter, Cocoa Mass and Sugar, this made the perfect milk chocolate. However a few months later, the recipe changed instead of Milk Powder it changed to Condensed Milk. This made the chocolate Milkier. This however wasn’t the maker’s idea, this was the buyers and consumers they thought of the change because they believed that the making of the chocolate more milky they could taste the natural ingredients more.

As you can see on screen 3, the history of Cadburys, the company started in 1824, it was shared by two brothers, John and Benjamin Cadburys. The name of the Company was called ‘Cadburys Brother of Birmingham.’ They opened a office in London in 1854, the received the Royal Warrant as manufacturers of chocolate and cocoa by Queen Victoria. Frederic Kinchelmean he was a master confectioner he shared the recipe with the Cadburys Brothers. In 1861 the business accepted new owners, George and Richard Cadburys, Johns Sons. They soon bought land to build a factory on the outskirt of Birmingham. They renamed the Bourn Brook estate Bourneville this was opened 1897. 1905 was launched

Screen 4, the advertising strategies, the advertisement strategies throughout the years Dairy Milk have also try to keep a strong association with milk, with slogans such as ‘a glass and a half of full cream milk in every half pound.’ A advertisement that features a glass of milk pouring out forming the bar. On the 9th of March 1976 American singer Neil Daimond performed a concert televised throughout Australia during which he did a humorous live commercial for Dairy Milk. This concert included the ad as a bonus selection; this was released on DVD on the 1st of July 2008. In 2004 Cadburys started a series of television advertisements in the United Kingdom and Ireland featuring a person and an animal representing the persons happiness debating weather to eat the range of chocolate bars including Dairy Milk. This is where the half and glass production comes in place, in 2007 Cadburys launched a new advertising campaign entitled ‘Gorilla’ from a new in house production company called glass and a half full production the advert was shown in the season finale of Big Brother 2007 and consist of a Gorilla at a drum kit drumming along to a Phil Collins song, ‘In the Air Tonight.’ It is supposed to elate the joy of playing drums of the eating of the chocolate bar. The advert has now been extremely popular with over 3,0000 on youtube and put the Phil Collin hit back in the UK charts. On 28th March 2008 the second Dairy Milk advert production by glass and a half full production aired, it features several trucks at night at a empty runaway at a Mexican airport racing to the tune of Queen ‘Don’t stop me now’ the ad campaign run at the same time as the problems at Heathrow terminal 5 with baggage handling. In the advert bagging was scattered round the runway. On the 5th September 2008 the Gorilla

advert was re - launched with a new soundtrack Bonnie Tyler ‘Totally Eclipse of the heart ‘ a reference to an online mash up of the commercial, similarly of the truck advert appeared using Bon Jovi’s song ‘Livin on a Pray’ with both remarks premiered over again during the finale of Big Brother 2008. In January 2009 other adverts were released with two children moving their eyebrows up and down rapidly to the electro funk music beat ‘Don’t stop the rock’ by freestyle. In April 2010 a fifth advert aired containing a scientist mixing milk and chocolate to make a Dairy Milk bar to the tune of ‘the only way I know’ by The Charlatans. This production is now well known and was also launched as part of ‘the glass and half full production’ Company, the first song released was ‘Zingalo’ ft Tinnie to promote fair trade Cadburys Dairy Milk.

Screen 5, the SWOT analysis, when researching the SWOT analysis I found out these

The strengths - Cadburys- Dairy milk is the largest conducting supplier with the 9.9 % of the global market.

The is a high financial strength, the sales turned over the year which started in 1997, the money £7971.4 this was per year, and the percentage per year is 9.4%

In the Cadburys, dairy milk there is a strong manufacturing competence, the brand name is popular and the leader is modern of products of today.

The advantage of this product is that the marketing and the advertising just concentrate on the chocolate and also understanding of the audience and the buyer’s options towards the product.

The weaknesses - The product is dependant on the confectionary and beverages market, however on other hand, other products such as Nestle have a more diverse product portfolio, where profit can be invest on other parts of the business. However dairy milk invest in just there many products.

Other products have more experience even though dairy milk is world wide however it is very strong in Europe, they maybe a lack of understanding of the new emerging markets compared to other products.

The opportunities - New Market meaning there could be an expanding of the emerging markets of China, Russia and India. This is because of the increasing of popularity, consumers wealth is increasing and the demand for confectionary product is increasing.

The confectionary market is set apart by a high degree of merger and gaining activity throughout the years. Opportunities exist to increase share through targeted acquisition.

There is a key to survive within the FMCG market is increasing competence and reducing costs. The dairy milk fuel for growth and effectiveness programmes seek to bring cost savings.

Firstly, moving production to LEDC ' s, where raw materials and labour is cheaper.

Secondly, reduce internal cost - supple chains efficiency, global sourcing and procurement, and wise investment in R&D.

Modernisation is a key point; because the change of the consumers taste and preferences is a big issue otherwise there would be no sells. So therefore there needs to be lower calories and low in fat to be able to achieve more in the marketing.

Screen 6, the unique selling point, firstly it is a worldwide product, majority of the worlds population know what the product is. Its advertisement techniques are unusual and different, therefore the consumers and buyers that are interested would be more concerned about what this product is. The product is part of Fair Trade and is selling chocolate that is fair trade and that is natural so therefore no worry about any ingredients that aren’t shown in the advert when being advertise, so no fakery. The is a variety of Dairy Milk such as Dairy Milk Fruit and Nut , Dairy Milk Bubbley , etc etc. These were the unique selling points for Cadburys Dairy Milk.

Screen 7, the marketing of Dairy Milk, the history of dairy milk, as soon as it started was high in marketing, one of the highest product to hit the selves, The history of the marketing of dairy milk, in 1913 it was the best selling Cadburys product, this put an edge towards making it world wide, by 1922 Cadburys opened a factory in Tasmania making the Cadburys Dairy Milk for Australian market. In Mid 1920s Dairy Milk become UK brand leader - a position it still enjoys today. In 1928 Fruit & Nut was introduced as a variation of Dairy Milk. The "glass and a half" advertising slogan was introduced, which made Cadburys stronger and more world wide, and is still stronger today .In 1933 Whole Nut was added to the Dairy Milk family, this straight away sold world wide. By 1948 Cadburys Dairy Milk was sold in India.In 1998 Dairy Milk re-launched with the new and modern pack design, but its recipe and unique taste are still very similar to the original recipe, which now is selling in 33 other countries making the biggest selling chocolate of all time. Dairy Milk is the highest in the food, chocolate market, its reasons why Cadburys Dairy Milk is so 'famous' and so well known is because in 2009 Dairy Milk went fair trade tripling the fair trade cocoa sourced from Ghana, meaning sticking to the fair trade scheme Cadburys will pay a guaranteed minimum.

Screen 8, Cadburys Dairy Milk rivals, Dairy Milk biggest rival is Galaxy, reasons why these brands are against each other are firstly, they are the biggest two well known brands, they have the most support in there consumers and buyer’s all over the world. However what makes them different to each other and less like each other is the advertisement strategies and how well they connect with different genders and ages. Firstly I found a video on the internet of a survey that was done in September 2008 by a marketing magazine. They were asking the public what type of chocolate they eat and enjoy, it was between Dairy Milk or Galaxy. Here it is http://www.youtube.com/watch?v=pUyln1qpj6E&playnext=1&list=PLA87D5FC0FAA62B98&index=62. After watching the video over and over again I made a tally of what chocolate the public would enjoy more. There was two questions in the survey, 9 people were asked, the first question was what was there favourite chocolate and the second question

was what was the most remember able advert out of the two companies. For the first question, there were three answers that was Dairy Milk, Galaxy or Neither. The results were 3-said Galaxy 4 said Dairy Milk and 1 said Neither. So therefore more people enjoyed Dairy Milk to Galaxy. The second question was do you remember any of the brands advertisements, the answers was yes, no or cant remember. 3 said yes I remember Galaxy adverts, 4 said yes I remember Dairy Milk adverts. The advert that was most said was the Gorilla advert playing the drums. 1 said I cant remember. So throughout the survey Dairy Milk was the most popular out of the 2 questions. So therefore the advertising of their product is most remember able, the reasons as said in the ad, galaxy leaves a thick chocolaty taste in your mouth, another reason why Dairy Milk is more remember able is because Dairy Milk chocolate is more natural and the technique od dairy milk is better. The advertisement of dairy milk is said to be strange but also brilliant. The galaxy however is said to be smooth and more creamy, the advertisement for Galaxy they use the brands silk in one of the adverts and there is a use of identification in sex and the city which majority of the world have heard of. So therefore there going to approve more when using identification.

Screen 10, secondary research I found most of it on the internet, ive recorded It on my stixy. Here are some screen shots of my research. I researched on stixy, the history, the advertisement skills, the adverts, the SWOT analysis and much more.

Screen 11, primary research. I asked facebook friends to fill out a survey, 20 people responded 12 female 6 male, the questions I asked was what was there favourite brand, what was there favourite chocolate they ate and what was there favourite type of chocolate. So as you can see dairy milk one at of the 2 question that had Cadburys dairy milk in them. The third question was the type of chocolate as you can see milk chocolate one, so therefore Dairy milk get the vote, as it is a dairy milk chocolate. So therefore I now know it is a good product to pick to advertise on. There was other questions asked ‘ if they had 100,000 to make an Cadburys Dairy milk ad, what would be there idea. I ask this because I wanted a perspective from a buyers or fans point of view. Some people said to dress up in various animal costumes and play different instruments, this survey helped me because I now know what my audience what or have gave me ideas of the next Cadburys Dairy Milk advert.

Screen 12, the techniques in the Cadburys Dairy Milk adverts, the techniques are unusual and clever, here is a few adverts I analysed on stixy. Advert 1, the advertisement strategies is to use younger generations to be able to persuade the audience to buy the product. They use identification to engage the viewers that they have a celebrity in there advert so therefore the audience think that it is a better advert. The target audience is for younger generations it seems, however in the 80s in advertisement there was no law targeting young generations towards ‘unhealthy’ food. So therefore it was easier to persuade. The second advert, the advertisement strategies changed and they were engaging the audience by using sex appeal, female abilities’ towards the product, they also used a calm and collective voice over throughout the advert so the audience what get trapped in this advert and its harder to say no. The target audience when

looking back out the advert, the women biting the chocolate, there is a definite female prospect in the advert. However there was a male commentary so therefore also male prospects. However there is no sign of children in this advert. So the target audience isn’t targeted at younger generations. The third advert the advertisement strategies is to make the advert unusual but fun, the fact that they haven’t had an advert like this before it shows the risk in advertisement in the product and how it is presented. The target audience for this advert is someone that is interested in drums, music and chocolate. Its for people who are creative, so it targets audiences such as older teens and above. The fourth advert again in this advert shows creativity and an imaginative mind, there is also a use in comically uses it is also to engage the audience. The target audience there is children in this advert so therefore engaging younger children. However it has a family feeling if you wanted to watch it with your family so the target audience are families that enjoy chocolate in way that can be creative. The firth advert shows the advertisement strategies is to use well known songs this would get music lovers involved, this is creativity and is not shown before. The target audience is someone that enjoys trucks and transport, however you could say it was targeting children because of the trucks, they come alive just like the animation film, cars. So younger children are aimed at this advert.

So therefore after researching Cadburys Dairy Milk, my conclusion on making a new advert is to make it fun and that targets majority of audience and genders. So my idea consists of two friends hanging out, friend 1 is playing the guitar, friend to is just chilling wanting to play the guitar. However friend 1 wont let friend to play, so friend 2 thinks of ways to distract friend 1, and goes downstairs to get the last Cadburys Dairy Milk chocolate bar, friend 2 takes it upstairs, and the friends swap the objects. So friend 2 has the guitar and friend 1 has the chocolate and starts eating it. Friend 2 is playing guitar while looking at friend 1 eating the chocolate and now regrets swapping. It then ends with a sad face on friend 2 playing guitar and a happy face on friend 1 eating the chocolate and then the slogan appears, saying Dairy its in the milk. The setting in my advert would either me a house or a room, which will look realistic with teenagers living there. This is so that the audience can get the vibe of the story and to be able to engage and understand the advert. The actors in my advert im thinking two females, reasons for this is because there is only two people that are in my advert and also the gender for Cadburys Dairy Milk involve female so therefore decided females. The purpose of the guitar is the joy of music that mix into their chocolate, like ‘half and glass full production.’