CADBURY IMC

8/4/2019 CADBURY IMC

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CADBURY

(DAIRYMILK)

SUBMITTED TO

Mr Girish Mude

SUBMITTED BY:

Pawan Kumar Singh (10MMM006)

Shashank Shekhar Shukla (10MMM013)


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Introduction..Cadbury is established in Birmingham, UK by John Cadbury in 1824

The journey of Cadbury Dairy Milk started in 1905 at Bourneville, U.K.

Journey with chocolate lovers in India started in 1948.

Cadbury India began its operations with importing the chocolate and then

repacking it before distribution in Indian market.

Today it has five company owned manufacturing facilities at Thane, Induri

(Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and

four sales offices.

Cadbury Dairy Milk as Gold standards for chocolate in India.

Today Cadbury Dairy Milk has 30% share of 70% of Indian Chocolate

Market.


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IMC Plan for

Cadbury Dairy Milk

Advertisement

Sales promotion

Public Relations


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dvertisementsCampaign : The Real Taste of Life with the girl dancing on the cricket field. (Early 90s)

Target : The message given by this campaign was Cadbury Dairy Milk is for Enjoyment

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad

Club, Mumbai) awards.


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uring Late 90s :

ampaign : Khanewalon Ko Khane Ka Bahana Chahiye

Target : Widening chocolate consumption among the masses. This campaign

built social acceptance for chocolate consumption amongst adults, by

showcasing collective and shared moments.


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ampaign : Kuch Meetha Ho Jaye in the end of 2004.

Target: To associate Cadbury Dairy Milk with celebratory occasions.


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FTER CRISIS:

ampaign : Dont Worry Be Happy in 2004.

arget : Bringing Amitabh Bachhan as brand ambassador helped to gain trust of

the people with the new Purity Sealed pack of Cadbury Dairy Milk after crisis

situation.


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ampaign : Pappu Pass Ho Gaya in 2005.

Target : It has become part of the street language. It has been adopted by

consumers to express joy in a moment of achievement success.


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ECENT:

ampaign : Miss Palampur in 2005-2006.

Target : Focusing on adults.The potential market in rural area was targeted.


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ORE RECENT:

ampaign : Aaj Peheli Taarikh Hai in 2009.

Target : To celebrate Pay Day / Salary Day.


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ampaign : Shubharambh Kuch Meetha Ho Jaye in 2010.

Target : To start with any new thing.


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Sales Promotion activities by

Cadbury dairy milk

Quantity DealCombo offer

Consumer Contest

Point of sale material

Quantity deal Cadbury offer discounted schemesunder customer oriented sales promotion

strategy to increase the sales of productlike..

More to share-it offers 250 g pack ofchocolate at the cost of 200g pack

and


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Combo pack

Cadbury also offer combo pack

scheme during the festival seasonlike-Diwali and Rakhi.

It increases the sale of company

Benefited to customer by offering

value added product

Consumer contestCadbury also organized many contest to get

attraction and to increase the interactionwith the customer.

www.meethamoments.com

include many competition for consumerlike..

Story writing, What is next?, Paintingcompetition etc.


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Point of sales material Visicoolers : visicooler serves the

need for cooling while stillmaintaining the visibility of theproduct.

Jars: These are provided to smalloutlets, where they are prominentlydisplayed.

Public Relation Sponsor

Product publicity

Press release

Special event


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SponsorThe brand has tied up with the popularTV show, Kaun Banega Crorepati (4 &

5) and is the key sponsor for it.

TCC tropic of cancer foundation

Product PublicityTie-up with Reliance India Mobile service.CDM has tied up with BSNL's Missed Call

Alert scheme.The brand plans to tie up with marriage and

job portals.Tie up with Indian Railways for branding on

tickets.


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Press releaseCadbury India celebrates story of the

Purple Reign

Cadbury's Purple Reign: The Story behind

Chocolate's Best-Loved Brand launched in

India

Special Event

Cadbury also organized the international youth festival in 2006


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Thank

Documents

CADBURY IMC