Cadbury- Project Reprot

8/10/2019 Cadbury- Project Reprot

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IMC

PROJECT REPORT ON

CADBURYS

DECEMBER 30, 2014

SUBMITTED BY-

Angita Bordoloi

Shubhanshi Misra

Shaswat Gupta

Shalvi Shekher

Saurabh Shukla

Shruti Asthana


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ContentsMARKETING PLAN ................................................................................................................................. 2

ANALYSIS OF THE PROMOTIONAL PROGRAM SITUATION......................................................................... 6

ANALYSIS OF COMMUNICATION PROCESS ............................................................................................... 11

IMPLEMENTING SHOPPER MARKETINGTHE CADBURY WAY!........................................ 14

CADBURY DAIRY MILK'S TV ADVERTISING CAMPAIGNS IN INDIA ........................................................... 15

1. Website: ...................................................................................................................................... 16

CADBURY DAIRY MILK'SSOCIAL MEDIA ADVERTISING ............................................................................. 22

Objective: ............................................................................................................................................ 23

Positive:............................................................................................................................................... 26

Scope Of Improvement: ...................................................................................................................... 27

AGENCIES INVOLVED IN CADBURY ............................................................................................................ 27

MESSAGE AND MEDIA TACTICS ................................................................................................................. 29

ALTERNATIVE PLAN OF ACTION ................................................................................................................. 32


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MARKETING PLAN

Marketing Objectives:-

Over the years Cadbury dairy milk has positioned itself as an all-time favorite chocolate that is

meant for all irrespective of the age, class and gender. It has been always marketed as a

chocolate having the contemporary taste but which is affordable, with several variants to select

from and over the time it has been trying to position itself as an alternative to the traditional

Indian sweet. Whereas the corporate strategies are centered towards ensuring profitable

growth in the market and grow shareholder value over the long term the marketing strategies

are more particular which can be stated a follows:-

Increase sales profit of Cadbury diary milk

Positioning diary milk as a successful alternative to the traditional Indian sweets in order to

cash in the rich tradition of Indian people associated with desserts

Sustain market share over the year through product innovation in product development and

packaging

STP for Cadbury Diary Milk:-

Dairy Milk chocolate bars have been in existence since 1905. Their packaging has changed,

although their promotions remain somewhat constant but the positioning has evolved over the

years. Their actual Diary Milk chocolate has not been altered over time except for when being

sold to different regions Indians like creamier chocolate than do those from England so Dairy

Milk in India contains more of a milk content.

Segmentation: -The segmentation of the market for dairy milk is based on three things. The

first one being based geography. Geographically, Dairy Milk bars are segmented by consumer

preferences in the area and are sold more predominantly in regions which consume more

snack/junk food. The other type of segmentation is catering to the impulse purchasers. These

type of consumers form a major chunk of the consumer base that the product caters to. DairyMilks are often stocked in convenience stores and the check-out aisles of supermarkets due to

impulse purchasers who are buying the chocolate for purchase and consumption now. The

other segment is the gift segment. Giving away chocolates as gifts is a trend that is fast catching

up in India Cadbury dairy milk wants to cash in on that. The latest segment that Cadbury dairy

milk is catering to is the dessert segment. The tradition of having a dessert after meal is present

in every civilization and this is a huge segment. The latest drive of dairy milk is to become the


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national dessert of the country. As far as segmenting the market on income there are different

variants of dairy milk (Bourneville and silk) targeted towards the higher class who are ready to

pay the premium for extra dark chocolate.

Targeting: -Starting from 1905 the purchasers of dairy milk have changed from children to all

age groups. When Cadbury started its operation in India their main buyers were children and

the youth who brought chocolates to celebrate special occasion. This limited the market for

Cadbury dairy milk. This is a reason that Cadbury came out with the campaign of (kuchmeetha

ho jaye) to make dairy milk synonymous with sweet so that it could target all the age groups. In

India it was a mentality that chocolates are for children and the adults were more inclined

towards to the conventional sweets. This campaign targeted them and saw a change in the

target market for the brand. Now the target market for dairy milk is every member of the

family.

Positioning: -Cadbury Dairy Milk excels at positioning. Not only can the chocolate bars have

many different positions based on which segment they are in, but also none of the positions

damper the effects of other positions! Youth see with word Cadbury as a synonym for

chocolate, others see it as synonyms for sweet and love and bliss. In India it positioned itself as

spontaneous, special, carefree, real moments (Mazzaaagaya) in the initial stage. But later it

tried to position itself as brand that is synonymous with sweet ( Kuchmeetha ho jaye). The

most recent campaign (ShubhAarambh) tries to take forward the initial positioning of dairy

milk as an alternative for the traditional sweet and positions itself as something that is as

auspicious as the sweet which is generally offered as bhogto gods.

The Marketing Mix:-

Product:-The product Diary Milk is a chocolate bar that is made from real dark chocolate. The

design of the chocolate is nearly same throughout the world with slight changes that are made

according to the different regions. The amount of milk content in dairy milk is the highest as

compared to other competitors. The components that are used in making the chocolate are

sugar, cocoa butter, vegetable fats, cocoa mass and emulsifiers. The various variants of dairy

milk are Wowie, Crackle, Fruit and Nut, Crunchie, Temptations (roasted almond, rum raisins

and raisin apricot), Bournville and Silk.

Price:- Cadbury Dairy Milk has always adopted a competitive pricing strategy for the basic

product whereas has gone for premium pricing on the other other variants. The price list is

given as follows*:-


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Product Weight(gms) Price(Rs.)

Dairy Milk 9.5 5

Dairy Milk 20 10

Dairy Milk 38 20

Dairy Milk Crackle, Roast

Almonds

42 35

Dairy Milk Wowie 17 10

Dairy Milk 95 60

*From foodworld.esmartshop.in

The same price is followed all across the country.

Place:-The company has five company owned manufacturing capacities in Thane, Induri (Pune),

Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh). The sale offices are located in

the metros and the head office is located in Mumbai. The distribution structure is such that

Cadbury dairy milk are sold directly to the retailers and the whole sellers. Cadburys distribution

network used to encompass 2100 whole sellers and 450,000 retailers.

Promotion: -Creation of a strong brand is very important in the confectionery industry. Almost

80 percent of the chocolate purchases are unplanned and are on impulse. The media mix for

any campaign for diary milk comprises of TV, radio, print, OOH and Internet. Theadvertisements are used to create and emotional bonding with the consumers and hence are

high on the emotional content. The print media is for making the consumers more

knowledgeable about the brand and digital media is used for more targeted two way

communication. Over the years dairy milk has concentrated heavily on TV advertising but lately

there is a shift towards digital media. The promotions have been done keeping in mind to

increase brand loyalty and to encourage repeat purchases at the same time increasing market

share. Apart from the mass media the other strategies include making dairy milk a visible brand

in the market and encouraging free samples through competitions to gain trust and familiarity

among the target audience.

5C Analysis:-


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Company:-Cadbury dairy milk is a brand of chocolate made by Cadbury Plc. unit of Kraft Foods

and sold in several countries around the world. It first went on sale in 1905 in the United

Kingdom.

Customers: - The prospective customer of dairy milk range from 5 to 60 years of age. Since

dairy milk has a range of product suited for every member of the family. The aim is to

strengthen the brand relationship in the current consumers life. The ranges of customers vary

for diary milk. Whereas some buy it as an alternative for sweet others buy it as a gift item. The

consumers mostly buy the product on impulse and are influenced by taste/flavor and then by

company/brand.

Competitors: - The main competitors of Dairy milk in India are nestle, Mars and Amul

chocolates. The high end chocolates (Bournville and silk) also face competition also face

competition from the imported Swiss chocolates. But one of the biggest advantage the dairy

milk has over its competitors is the brand loyalty that it has got. The excellent advertising ,

reach and accessibility has made it the top of mind brand in the chocolate category.

Climate:-The climate for the chocolate industry and dairy milk in particular seems very

attractive in a country like India. With the size of the market being so big along with

encouraging category growth the prospects look very good. Since the product is not seasonal

and the margin is also good makes the climate for the industry even better. With new

innovations coming up in terms of product and packaging the market is still on a growth curve.

Collaborators: - As already said Cadbury dairy milk manages a huge range of retailers and

whole sellers who make up the collaborators. Over the years the company has partnered with

various other companies like Adam Philippines in 2001 so that diary milk has a much wider

distribution network in the Philippines.


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ANALYSIS OF THE PROMOTIONAL PROGRAM SITUATION

Internal Analysisassesses relevant controllable issues

FirmsPromotional Capabilities -Cadbury as a company is a PLC. unit for Kraft Foods. Dairy

milk is the flagship product of Cadbury in India as well as abroad and the firm doesnt leave any

stone unturned to promote the brand which gives it the highest revenue. As far as the

promotional capabilities is concerned the company has resorted to every communication media

(print, OOH, TV, radio etc.) to create a high brand recall for dairy milk. With a sales and

advertisement budget of nearly four hundred crores the firm can employ any promotional

mechanism it wishes and it has done full justice to the dairy milk by spending a major chunk of

this budget in the promotion of dairy milk and its variants.

Product/Service Analysis - Dairy Milk offers a range of products suited for the taste buds of all

types of consumers from nutty flavours to rich chocolate flavours. A few of Dairy Milks

product offerings are as follows:

Review of Past Promotional Programs -

Campaign Target Shift over theyears

PromoMechanisms

Real Taste of Life Child in adult From just for

kids to the kid in

every adult

TVC, Print,

Hoardings

Khanewalonkokhanekabahanachahiye Wider masses Appeal to a

wider mass

based on age,

gender, etc.

TVC, Print,

Hoardings

Pappu Pass Ho Gaya Youngsters TVC, Hoardings

Miss Palampur Rural masses Shift to smaller

packs

TVC, Hoardings

KuchMeetha Ho Jaaye Conversion of

sweet

consumers to

This was an

innovative idea

and Cadbury

TVC, Print,

Hoardings,

Social Media


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chocolate for

special

occasions

went ahead with

the

Celebrations

packs with these

adsKhanekebaadMeethemeinKuchMeetha

Ho Jaaye

Targeting the

habit of Indians

to have

desserts after

meals

From converting

sweet

consumers on

special occasions

Cadbury now

tried to sweet

consumption for

dessert to

chocolate as

well

TVC, Print,

Hoardings,

Social Media

ShubhAarambh Targeting the

belief of

Indians that

anything begun

by having

something

sweet provides

good luck

Converting yet

another

segment of

sweet

consumers i.e.

before the start

of any work

TVC, Print,

Hoardings,

Social Media

External Analysisassesses relevant uncontrollable issues

Customer Analysis

Who are the customers?

Cadbury has targeted different segments of consumers through their various ad campaigns.From targeting kids they extended their target audience to 'the kid in every adult' through

their 'Real Taste of Life' campaign. Next they targeted the youths through their 'Pappu Pass Ho

Gaya' campaign and the rural populous through their 'Miss Palampur' campaign. The last few

of their ad campaigns have specifically been targeted towards converting consumers of sweets

to chocolates and this they have done extensively by giving consumers the idea that

chocolates could substitute sweets in ways that consumers could never think of like on


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special occasions or for dessert after meals or for the auspicious start of something important.

What do they buy and how they use it?

Purchase as a gift - Cadbury Dairy Milk Celebrations

As a snack

As a dessert

Where do they buy?

Leading supermarkets and 'big chains' stores

Kirana stores

How has Cadbury tried to capture these buyers?

For those shopping at malls and supermarkets Cadbury aimed at as many as possible using big

boxes of chocolates stored near billing area to stimulate impulse buying

They also used the concept of eye level shelves to a great extent to capture the attention of

consumers

When do the consumers buy?

Impulse buying

Festive season

Special Occasions

How do they choose?

Consumers are influenced to buy a particular brand/product based on the following criteria in

the order of importance:

How they respond to marketing programs?

Consumers have till date responded very well to Cadbury's marketing campaigns. With every

new campaign, Cadbury's market share has increased and Cadbury has been able to capture the

audience targeted. Also brand loyalty has increased with the promotional campaigns.
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Competitive Analysis -

Product Feature Nestle Amul Cadbury

Market Position 2nd

3rd

1st

No. of variants Many Few Many

Gift Packs Yes No Yes

Objective To be the worlds largest

and best branded food

manufacturer, whilst

ensuring that the brand

name is synonymous with

products of the highest

quality

Confectioneries just

happens to be a side

business for Amul

whose core

competency lies in

milk and milk

products

To grow the market

for chocolate

confectionery

To increase

Cadburys share of

the snacking sector

Strategy Integrated cost

leadership/differentiation

Wide range of products

Low cost operators

No clear-cut strategy Growing the market

by apt pricing

strategy that will

create a mass

market and to have

offerings in every

category to widen

the market


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Environmental Analysis -

Porter's 5 forces Analysis:
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PEST Analysis:

ANALYSIS OF COMMUNICATION PROCESS

Real Taste of Life

Communication Objective- Through the ad, they wanted to convey the message that there is a

child in each one of us and they wanted to appeal to that child, since children loved eating

chocolates. The ad was meant to create a particular image in the eyes of the customer and

successfully communicate what the product conveyed.
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It appealed to the child in every adult and Cadbury Dairy Milk became the perfect expression of

'spontaneity' and 'shared good feelings' In every adult there is a child let that child express

itself give into temptation and satisfyhis orherdesire to sink teeth into a smooth creamy delicio

us chocolate This approach appears to be unique to Cadbury.

What was Communicated- The Real Taste of Life was launched in the 1990 s. It was an attempt

to capture the child-like spontaneity in every adult. From the depiction of an old man offering

his wife a Dairy Milk chocolate to the dancing girl in crowded stadium, it all reflected

the impulsiveness and the spontaneity of the child in the adult.

Why they communicated- They wanted tore-create the image of a child in the eyes of the

adults, remind them of their childhood days and create an image that Cadbury essentially stood

for childhood and stimulate them to buy chocolate so as to make them remember the

childhood days.

What was achieved-A change in Consumer mindset that chocolates were mostly for kids andyoung people. Through the campaign, adults realized they could and should enjoy chocolates as

well.

Khanewalon ko khane ka bahana chahiye

Communication Objective- The ad was meant to portray Cadbury as something which can be

had on all celebratory occasions. It projected chocolates as a substitute to mithai (sweets) and

cheered people to have chocolate on every joyous occasion.

What was communicated-The basic depiction was that the ad showed that chocolate can be

showed as being enjoyed during Diwali and any other celebratory occasions.

Why they communicated- The idea was mainly to develop preferences among people for

chocolates to sweets and stimulate the demand for chocolates in festive and joyous occasions.

What was achieved-Depiction of chocolate as a substitute to sweets and the fact that it can be

enjoyed in joyous occasions too.

Pappu Pass Ho Gaya

Communication Objective- The ad targeted youngsters and has become part of street

language. It has been adopted by consumers to express joy in a moment ofachievement/success. The ad showed association with little joys of life. The campaign urged

people to celebrate every little moment of happiness in their life with a chocolate.

What was communicated- The ad showed the coming out of results and the passing of a

person called Pappu, who had failed repeatedly. All youngsters were seen having chocolate to

enjoy their moment of success. Thus, it predominantly targeted youngsters.


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Why they communicated-The ad was meant to reach out to youngsters and encourage them

to buy chocolates.

What was achieved- Enabling Cadbury to be portrayed as a product which can be had by

youngsters to celebrate their successes.

Miss Palampur

Communication Objective-The ad targeted the rural parts of India. It focused on Adults and

values, like Sacred Cow campaigns aimed at rural India did fare well. Campaigns aimed at rural

India did fare well. The share of Cadbury increased by more than 20% in rural India. The share

of Cadbury increased by more than 20% in rural India. The brand further strengthened its

positions with the core audience. The brand further strengthened its positions with the core

audience.

What was communicated- It shows a villager enjoying the success of his cow becoming Miss

Palampur. The entire village joins in the celebration, with all having chocolates.

Why they communicated-The ad was meant to increase the reach of the product to rural areas

and develop preferences for chocolates in the rural areas.

What was achieved-Enabled Cadbury to be shown as a product which can be enjoyed in rural

areas too.

ShubhAarambh

Communication Objective-The ad was specifically aimed at indicating a shift from the notion of

celebrating happy occasions with chocolate to the happy occasions with chocolate to the

concept of anticipating concept of something good after consuming the chocolate, a substitute

for mithai. The campaign is aimed at consumers across sectors, and is supposed to have a

balanced appeal across all tiers.

What was communicated-The ad depicted the starting if friendship over having Cadbury and

how a bonding developed over it.

Why they communicated- The ad was meant for the core group, i.e. consumers in the age

group of 15-35 years. The ad was established to remind consumers about the utility of Cadbury

What was achieved- Enabled Cadbury to re-establish itself in the eyes of the core target

customers.

Response Hierarchy Involved


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It is paramount to be aware that most brands are chosen at the time of purchase and that's

where one needs to concentrate and emphasize their marketing diligence and endeavor. One

can invest a lot of money on advertising, promotions and brand awareness, but all would be in

vain if the competitor is smart enough to entice the consumer away at the last minute i.e. at

the point of purchase with intelligent packaging, labeling, design and cost effective promotional

display. Today, if a company/brand wants to get smart about its marketing expenditure andinvestments, it just cannot ignore the power of shopper marketing tactics and strategies.

We are all aware of the four classic response hierarchy models. All these models assume that

the buyer passes through a cognitive, affective, and behavioral stage, in that order. Similarly,

shopper marketing program tactics also follows a hierarchy model that consists of:

AwareThat happens out of the store

AttractThat happens across the store

EngageThat happens near the shelf

MotivateThat happens at the shelf

PurchaseThat closes the sale

IMPLEMENTING SHOPPER MARKETING THE CADBURY WAY!

Cadbury advertisements have always depicted a rich tapestry of human emotions and

relationships. They are well known for the consumer connects that they create. In any season

around the world, Cadbury has yet again been successful in sweeping the shoppers of their feetby making a spectacular brand presence and understanding shopper insight yet again by

coming up with its Cadbury Celebrations Rich Dry Fruit collection during the most celebrated

festival in India. From successful shopper insight to delicate temptation, the in-store promotion

campaign has it all. Understanding the consumer has ever been Cadburys forte. Cadbury has

been successful in redefining chocolates as the real taste of life from the clich chocolates were

perceived to be. It has successfully created a dramatic shift and completely redefined the

meaning of meetha in India. Continuing to excel in its forte, Cadbury in collaboration with

Saatchi & Saatchi X, this year went a step ahead to celebrate the festival outstandingly in-

stores.

The Cadbury Campaign aimed at:

Making Cadbury Celebrations the most desirable and a premium gifting brand

Launching an effective and efficient in-store campaign to achieve the above objective.


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Cadbury evangelized and created an in-store promotional campaign to depict and represent the

value of the Dry Fruit gift wrapped in chocolate. On the artistic front, Saatchi & Saatchi X

worked on the visual cues in the store to ensure that the visuals clearly conveyed and delivered

the basic objective. To enhance the visual cues, standees, stock piles, stadium stands etc were

introduced in the store that favorably displayed the spectacular aesthetics and floored the

shoppers at the shop floor in the supermarket and at the convenience stores.

They created a gifting zone, which was like a shop-inside-a-shop wherein people could come

and buy gifts. Cadbury thereby provided shoppers with a great experiential spirit, starting right

from the entry to the point/time of purchase to the exit. Apart from the mundane routine, to

make a difference, retailers were included in the process and were turned into brand

ambassadors. This was done by providing the retailer with wrapping sheets and gift tags, so

when a shopper purchases Cadbury Celebrations products from the store the retailer gift wraps

them and put a tag which adds a touch of personalization and customization. Furthermore the

brand did a special promotion activity in stores, wherein the shoppers could make their own

gift basket. This proved to be both a research and a successful motivation to buy for the brand.

As it revealed what all people like to gift and also the whole do it yourself exercise with the

personalization aspect made the shopper feel special and like a hero. The campaign garnered

customers and an overwhelming response. Cadbury yet again celebrated festivals as well as

shopper marketing like no one does!

CADBURY DAIRY MILK'S TV ADVERTISING CAMPAIGNS IN INDIA

(Tools of communication)

Cadbury was the market leader in chocolates in India and it also was a very popular brand

which enjoyed the trust of its consumers. It already had a market share of around 70% in 2011

in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the share

of the Indian chocolate market. The company had come a long way since the 1990s when

Indian consumers associated Diary Milk as a product meant for children. To change this,

Cadbury came up with a series of campaigns to target the adult group, starting with the 'Real

taste of life' campaign, to encourage people to bring out the child in them.

Then they moved on to social acceptance theme with the line- 'Those who want to eat, will find

a reason for it'. Through this, Dairy Milk was able to gain an acceptance for chocolates amongthe adult audiences for consumption. It even won a lot of awards for its campaigns which went

on to become a huge success; like the Real Taste of Life' campaign. After this, Dairy Milk sought

to achieve the difficult objective of replacing the traditional Indian sweets and desserts with

their chocolates. For this, Cadbury ran various campaigns under 'Kuchmeetha ho jaye' (Let's

have something sweet), including two campaigns parallelly - 'ShubhAarambh' (Auspicious


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beginning) and 'Meethemeinkuchmeetha ho jaye' (Let's have something sweet for dessert). The

common thing for all the advertising campaigns was that they focused on the Indian customs

and traditions and yet they gave it a modern and contemporary look to connect with all the

people. Besides this, they also used a 360 degree campaign to support the television advertising

campaigns, even as their rivals Nestle gave them tough competition with aggressive marketingand even directly taking on Cadbury's advertising campaign message.

PLATFORM WISE STRATEGY TO GRAB MORE ATTENTION OF

CUSTOMERS:

1. Website:

Cadbury maintains a dedicated website for its product -http://cadburydairymilk.in/. The

website is simple can be navigated mostly by scrolling only. A conscious effort to integrate

different channels & devices from TV to Mobile to Social Media can be seen on website. The

four flavors are distinctly & prominently displayed on the site. Clicking on any of the four icons

leads to the related game, TV commercial, Social Buzz, recommendation of Mobile Apps & in

the end a page to vote for the favorite flavor.As can be seen in the below screen-shot, along

with the link to tab to play, it also shows the leaderboard - weekly & monthly.

This one shows the choice of downloading Cadbury Dairy Milk World App on iOS & Android

devices. It integrates the message to buy new packs & spend more time with the app (win

exciting prizes).
http://cadburydairymilk.in/http://cadburydairymilk.in/http://cadburydairymilk.in/http://cadburydairymilk.in/


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The screenshot below shows a perfect example of integration of website, social media & mobile

apps. The strip on the right show the real time tweets on the brand's twitter page while the

frame in the middle promotes mobile apps.

The last page is a visual poll for your favorite flavor. You get the current standings as soon as

you click on your choice. The company used these polls very effectively on digital media in sync

with the national polls.


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2. Facebook:

This is the medium with highest engagement level via likes, shares & comments. The facebook

page of Cadbury Dairy Milk India boasts of 9.2m+ likes & 133k+ activities in the past week. The

page is regularly updated with posts which combine the product promotion with contemporary

topics & witty one-liners - which help in attracting fan engagement. In the following two

sample-posts, we can clearly see the implementation of the same.

The first post which was about the favorite flavor elections of dairy milk chocolates coincided

with the general election-results day. Similarly the latter post added a pinch of humor &

coincided with the IPL playoffs


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3. Twitter:

Compared to facebook, twitter is less popular in India & that is clearly reflected in engagement

levels on Dairy Milk India twitter page as well. However with 21.5k+ followers, one would

expect the page to create more engagement than the current single digit retweets & favorites.

The posts are similar to that of facebook except for the conspicuous addition of the tag#MyFavDairyMilk - a typical twitter concept. The page adds this hashtag to all the posts &

invites followers to tweet about their favorite flavor using this tag.


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4. YouTube:

Cadbury Dairy Milk India maintains a dedicated YouTube channel too. However the videos

uploaded there are the same TV commercials - with the obvious added choice of comments.

Even then the heartening thing for Dairy Milk is that the commercials have received in excess of

250k views! At the end of the commercial, a toll free no. is flashed which can be called to votefor your favorite flavor.


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4. Mobile Apps:

Cadbury has launched an app for Android &iOS platforms that packs theme based games

around the four flavors viz. Crackle, Fruit & Nut, Regular & Fiery Almond. Below are the

screenshots of games while playing on android device.

The point to be noted here is the repeated focus on incentivizing users to scan new dairy milk

packs to see a magic trick, climb up the leaderboard with boosters or simply having more fun.

If you scan the logos of different flavors on dairy milk pack, you get three extra lives which

ultimately help you score higher. The app allows the player to login directly with his/her

facebook account & allows players to post scores on the networking site. The posts increase the

visibility of the brand & app which in turn bring even higher engagement.

The app also promises exciting prizes to weekly winners.


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CADBURY DAIRY MILK'S SOCIAL MEDIA ADVERTISING

From Traditional to Social Media Advertising: be where your consumer is!

In 2012 Cadbury embraced Social Media and made this advertising channel work for the brand.

Shifting from Traditional Media to Social Media, Cadbury ran campaigns on Facebook and

Google+ in order to build up awareness and engagement with its fans. Its most famous and

successful campaign was the one through which the brand celebrated reaching the milestone of

one million fans on its UK Facebook page.

The need to focus on building engagement among fans on its Facebook page

Early in 2012, the company realized that while approaching the 1 Million fans milestone on its

UK Facebook page, only 16% of its fans ever saw the content that the brand was posting. Mostof the fans liked the brand then never came back.

Cadbury wanted and needed to get the most out of their Social Media marketing, and they

knew that having only 16% of its fans engaged with the brand content was simply not enough.

The increase of likes and user engagement with the brand on Social Media was crucial for

Cadburys future online marketing plans.

So they decided to do something big, shocking and out of ordinary, in order to grab the

attention of its fans: they built piece by piece a giant Facebook Like thumb out of thousands of

Cadbury Dairy Milk tablets, to say thank you to the community, combining in this way a

gesture that Facebook fans understood with their favorite chocolate brand.

The community was at the heart of the ThanksA Millioncampaign

The Thanks A Million campaign was developed by the agency Hypernaked and was a good

example of a clear goal, reached in a very engaging and original way, key aspects for any

successful social media campaign. Through the positive and grateful Thanks A Million theme,

the fans were encouraged to engage with the brand and celebrate together the 1M fans

milestone on Cadburys UK Facebook page.

The campaign started with teaser ads to build up awareness and expectation for the live event.

Then, the build of the giant Like thumb was broadcasted during a two day live stream on the

Cadbury Dairy Milk Facebook page. During the live event, the Cadbury team was also

responding to comments made by fans, creating in this way more dynamism and engagement

with the community.


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What was truly magic in this campaign was the way Cadbury knew how to put the community

at the heart of the activity during the build, giving them ownership and control over the idea.

During the built, fans could have their own piece of chocolate added to the sculpture, and were

invited to cheer on the workers, send messages of support on the live Facebook wall that was

also projected inside the studio and choose to reward them with cups of tea and cake. To

complete the construction, one of the biggest fans from the Cadbury Dairy Milk Facebook

community was asked to come along and place the final chocolate piece to complete the giant

thumb.

The video shows the enjoyment and good spirits of the team who builds the thumb, and also

videos of delighted admirers, creating in this way an instant desire to like Cadbury on

Facebookwhich was the ultimate goal of the campaign!

Thumbs up, Cadbury!The Thanks A Million online campaign was very effective. The campaign received plenty of

favourable attention from loyal fans, who sent messages of support through the building

process of the thumb. The Facebook page saw over 35% increase in the active fans, received

40.000 new likes during the 48-hour period and 350,000 people got involved into the campaign.

This Diwali,Cadbury Celebrations is shining through with some unique ideas that add to the joy

of celebration! Heres an amazing campaign by Cadbury Celebrations India Celebrates,that

takescustomer delightto a different level!

CADBURY CELEBRATIONS:

Objective:

Cadbury Celebrations is positioning itself a brand that is spreading joy! It is taking a moment to

thank all those who remain unappreciated for most part of the year. Catching up with the

festive spirit, Cadbury Celebrations is trying to connect to the Indian market by integrating its

online and offline campaigns Iss Diwali AapKisseKhushKarenge?

Execution:

The application allows users are invited to wish their loved ones across the country especially

those who are working or far from their family, those who are all alone or just not celebrating

Diwali to the fullest.
https://www.facebook.com/cadburycelebrationshttps://www.facebook.com/cadburycelebrationshttps://www.facebook.com/cadburycelebrationshttps://www.facebook.com/cadburycelebrations/app_201742856511228https://www.facebook.com/cadburycelebrations/app_201742856511228https://www.facebook.com/cadburycelebrations/app_201742856511228http://www.socialsamosa.com/2012/02/lessons-in-customer-relationships/http://www.socialsamosa.com/2012/02/lessons-in-customer-relationships/http://www.socialsamosa.com/2012/02/lessons-in-customer-relationships/http://www.socialsamosa.com/2012/02/lessons-in-customer-relationships/https://www.facebook.com/cadburycelebrations/app_201742856511228https://www.facebook.com/cadburycelebrations


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One can select friends from their Facebook friend list and send them Diwali wishes. There is a

counter on the side showing the number of people using the application. As of now 12,376

wishes have been sent which is a very good number and its increasingly going viral!
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There is also a virtual mail box to keep a track of the Greetings Sent to and Received by friends
http://www.socialsamosa.com/2012/11/social-media-campaign-review-cadbury-celebrations-india-celebrates/india-celebrates/http://www.socialsamosa.com/2012/11/social-media-campaign-review-cadbury-celebrations-india-celebrates/cadbury-celebrations/http://www.socialsamosa.com/2012/11/social-media-campaign-review-cadbury-celebrations-india-celebrates/india-celebrates/http://www.socialsamosa.com/2012/11/social-media-campaign-review-cadbury-celebrations-india-celebrates/cadbury-celebrations/


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Positive:

With this campaign, Cadbury not only stimulates engagement but also cultivates and cherishes

brand loyalty. It is giving a memorable, joyous experience to its target audience by becoming a

part of of their endearing relationships.

Cadbury is also attempting to subtly promote the Celebrationsrange to the mithai loving Indian

market as a typical gift for a festive occasion.

The application is well constructed and articulately integrated with the other marketing efforts

by Cadburry.

The same concept is also promoted on other Social Media platforms like Twitter and YouTube.
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Scope Of Improvement:

The concept and the execution of the campaign is so emotional that there hardly seems to be a

scope of improvement that we can think of. It is just so good!

Cadbury is encouraging its set of audience to catch up with their loved ones with little joys that

we keep overlooking for the remaining part of the year. It is making its customers feel touched

by its generosity. In my opinion it is a win win campaign!

AGENCIES INVOLVED IN CADBURY

1. Gorilla

It is a British advertising campaign launched by Cadbury Schweppes in 2007 to

promote Cadbury Dairy Milk-brand chocolate. The 90 second television and cinema

advertisement, which formed the centrepiece of the6.2 million campaign, was created and

directed by Juan Cabral and starred actor Garon Michael. The campaign itself, which comprised

appearances on billboards, print newspapers and magazines, television and cinema spots, event

sponsorships and an internet presence, was handled by advertising agency Fallon London, with

the online segment contracted out to Hyper.

The advertisement, which first appeared on British television on 31 August 2007, has since gone

on to appear in a number of other countries, including Canada, Australia, South Africa and New

Zealand. It has been well-received by the public a version uploaded to video

sharing website YouTube received 500,000 page views in the first week after the

launch. Polling company YouGov reported that public perception of the brand had noticeably

improved in the period following the launch, reversing the decline experienced in the first half

of 2007.

2. Cadbury Unwrap Gold

Unwrap Gold was Cadburys biggest-ever on-pack sales promotion and was the focal point of

the companys two and a half year sponsorship of the London 2012 Games. The simplicity of

the idea belied the complexity of planning involved but the results more than justified the

efforts of a multi-agency team coordinated by initials as the creator of the original concept.
http://en.wikipedia.org/wiki/Pound_sterlinghttp://en.wikipedia.org/wiki/Pound_sterling


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A.The Challenge

The agency's challenge was to create awareness of Cadburys sponsorship of the London 2012

Olympic Games, and of the opportunity the promotion offered to everyone in the country to

win London 2012 ticket packages.

The target audience was ubiquitous - all chocolate eaters - and the key objective was to

increase penetration of core Cadbury brands and as a result, to increase frequency of purchase

during the promotional period.

Target market engagement was achieved via on-pack communication, and through a variety of

media and social media channels

B.The Strategy

The strategy was firstly to inspire and excite the public about the chance to win a London 2012

Olympics package simply by buying a Cadbury promotional pack; secondly, to create purchase

urgency by publicising local winners and thereby to communicate the increasing scarcity of

winning packs; and thirdly, to celebrate the good fortune of the hundreds of winners of a Gold

Voucher in order to maintain consumer involvement.

C.The Solution

Unwrap Gold was Cadburys biggest-ever on-pack sales promotion and was the focal point of

the companys two and a half year sponsorship of the London 2012 Games . A truly integrated

multi-media campaign, it encompassed TV, 6 Sheet and digital poster advertising, social

media, radio, press, PR and in-store activity.

The simplicity of the promotional message belied the complexity of planning led by the agency

and implemented by a multi-agency team.

3. The Food Standards Agency

It has issued an updated Food Alert for Information after being notified by Cadbury Schweppes

that it intends to restock five of the product lines that were recalled on 23 June 2006 due to

possible contamination with salmonella.It is expected that the restocked products will reach

shelves on Wednesday 2 August.


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Cadbury Schweppes plc first told the Food Standards Agency on Monday 19 June 2006 that it

had detected salmonella contamination of products from its plant in Marlbrook, Herefordshire,

in January 2006.

The Agency obtained further details from Cadbury Schweppes that led, on Wednesday 21 June,

to the Agency advising the company to recall the affected products, which the company

initiated on Friday 23 June.

Investigations continued with the company and a number of local authorities were involved.

Information subsequently provided by the company indicated that contamination of its

products with Salmonella Montevideo had been identified in April 2002, but these products

were destroyed.

Cadbury told the Agency that it tested the 'crumb' the ingredient that forms the basis for

chocolate productsand some samples of the crumb tested positive for salmonella.

The company then tested its chocolate products made from the crumb, which revealed the

contamination of the seven products withdrawn on Friday 23 June.

The company has withdrawn those products where samples tested positive and increased

testing on all other products. On the basis of the information supplied by the company to the

Agency in the week beginning Monday 19 June, the Agency believes that proportionate action

was taken by recalling the seven products.

MESSAGE AND MEDIA TACTICS

Message-

Cadbury was the market leader in chocolates in India and it also was a very popular brand

which enjoyed the trust of its consumers. It already had a market share of around 70% in 2011

in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the share

of the Indian chocolate market. The company had come a long way since the 1990s when

Indian consumers associated Diary Milk as a product meant for children. To change this,

Cadbury came up with a series of campaigns to target the adult group, starting with the 'Real

taste of life' campaign, to encourage people to bring out the child in them. Then they moved on

to social acceptance theme with the line- 'Those who want to eat, will find a reason for it'.

Through this, Dairy Milk was able to gain an acceptance for chocolates among the adult


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audiences for consumption. It even won a lot of awards for its campaigns which went on to

become a huge success; like the Real Taste of Life' campaign. After this, Dairy Milk sought to

achieve the difficult objective of replacing the traditional Indian sweets and desserts with their

chocolates. For this, Cadbury ran various campaigns under 'Kuchmeetha ho jaye' (Let's have

something sweet), including two campaigns parallelly - 'ShubhAarambh' (Auspicious beginning)and 'Meethemeinkuchmeetha ho jaye' (Let's have something sweet for dessert). The common

thing for all the advertising campaigns was that they focused on the Indian customs and

traditions and yet they gave it a modern and contemporary look to connect with all the people.

Besides this, they also used a 360 degree campaign to support the television advertising

campaigns, even as their rivals Nestle gave them tough competition with aggressive marketing

and even directly taking on Cadbury's advertising campaign message.

Some of its main chocolate brands were Dairy Milk, 5 Star, Perk, Celebrations, Eclairs and Gems.

Dairy Milk alone held 30% of the share of the Indian chocolate market.10

Cadbury Dairy Milk

itself had many variants like Fruit and Nut, Crackle, Roast Almond, Dessert, Silk, Shots, Eclairs,Wowie, and 2 in 1.

Over the years, Cadbury focused on its advertising campaigns for Diary Milk to connect with the

people and gained popularity. Earlier, there was a perception that chocolates were meant only

for children. Cadbury wanted to change this perception and thus it started various

advertisement campaigns meant to influence adults and add them to its consumer segment.

The original vision for Cadbury World was to provide a tourist attraction experience and

provide an alternative to the demands from the general public denied access to the Bournville

factory tour.

MEDIA TACTICS

Firms Promotional Capabilities -Cadbury as a company is a PLC. unit for Kraft Foods. Dairy

milk is the flagship product of Cadbury in India as well as abroad and the firm doesnt leave any

stone unturned to promote the brand which gives it the highest revenue. As far as the

promotional capabilities is concerned the company has resorted to every communication media

(print, OOH, TV, radio etc.) to create a high brand recall for dairy milk. With a sales and

advertisement budget of nearly four hundred crores the firm can employ any promotional

mechanism it wishes and it has done full justice to the dairy milk by spending a major chunk of

this budget in the promotion of dairy milk and its variants.
http://www.icmrindia.org/casestudies/catalogue/Marketing/Cadbury%20Dairy%20Milks%20Advertising-Case%20Study.htm#10]http://www.icmrindia.org/casestudies/catalogue/Marketing/Cadbury%20Dairy%20Milks%20Advertising-Case%20Study.htm#10]http://www.icmrindia.org/casestudies/catalogue/Marketing/Cadbury%20Dairy%20Milks%20Advertising-Case%20Study.htm#10]http://www.icmrindia.org/casestudies/catalogue/Marketing/Cadbury%20Dairy%20Milks%20Advertising-Case%20Study.htm#10]


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Product/Service Analysis -Dairy Milk offers a range of products suited for the taste buds of all

types of consumersfrom nutty flavours to rich chocolate flavours. A few of Dairy Milks

product offerings are as follows:

REVIEW OF CADBURY PROMOTIONAL PROGRAMS

Campaign Target Shift over the

years

Promo

Mechanisms

Real Taste of Life Child in adult From just for kids

to the kid in every

adult

TVC, Print,

Hoardings

Khanewalonkokhanekabahanachahiye Wider masses Appeal to a wider

mass based on age,

gender, etc.

TVC, Print,

Hoardings

Pappu Pass Ho Gaya Youngsters TVC, Hoardings

Miss Palampur Rural masses Shift to smaller

packs

TVC, Hoardings

KuchMeetha Ho Jaaye Conversion of

sweet consumers

to chocolate for

special occassions

This was an

innovative idea and

Cadbury went

ahead with the

Celebrations

packs with these

ads

TVC, Print,

Hoardings, Social

Media

KhanekebaadMeethemeinKuchMeetha

Ho Jaaye

Targeting the

habit of Indians to

have desserts

after meals

From converting

sweet consumers

on special

occasions Cadbury

now tried to sweet

consumption for

dessert to

chocolate as well

TVC, Print,

Hoardings, Social

Media

ShubhAarambh Targeting the

belief of Indians

that anything

begun by having

something sweet

provides good luck

Converting yet

another segment of

sweet consumers

i.e. before the start

of any work

TVC, Print,

Hoardings, Social

Media


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ALTERNATIVE PLAN OF ACTION

Over the years Cadbury dairy milk has positioned itself as an all-time favorite chocolate that is

meant for all irrespective of the age, class and gender. It has been always marketed as a

chocolate having the contemporary taste but which is affordable, with several variants to select

from and over the time it has been trying to position itself as an alternative to the traditional

Indian sweet. Whereas the corporate strategies are centered towards ensuring profitable

growth in the market and grow shareholder value over the long term the marketing strategies

should be more particular which can be stated as follows:-

Increase sales profit of Cadbury dairy milk

Positioning dairy milk as a successful alternative to the traditional Indian sweets in order

to cash in the rich tradition of Indian people associated with desserts

Sustain market share over the year through product innovation in product developmentand packaging.

Introduction of new flavors like- butter scotch, vanilla etc.

Rope in more celebrities

Cadbury must therefore through its media posture be the market champion and carry

the brand message

Documents

Cadbury- Project Reprot