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DAIRY MILK
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MAKING OF MILK CHOCOLATE
1897
MORE MILKY
CADBURYS HISTORYDAIRY MILK 1824
John and Benjamin Cadburys‘’Cadburys Brothers of Birmingham’’
Royal Warrant
George and Richard Cadburys Johns sons
1905
1861
BOURNVILLE
ADVERTISING STRATEGIES
1976
2007
2008
2009
2010
Neil Diamond
UNIQUE SELLING POINT
- CREAMY - NATURAL INGREDIENTS
- USES HIGH PROPORTATIONS OF MILK THEN ANY OTHER CHOCOLATE BARS
- USING THERE RECORD LABEL ‘GLASS AND A HALF FULL PRODUCTION - FAIRTRADE
S.W.O.TSTRENGTHS
THREATS
OPPORTUNITIES
WEAKNESSES Larges 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 concentrates on the chocolate and also understanding of the audience and the buyers options towards the product.
The product is dependent 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.
World wide products especially dairy milk there is an increase in the demanding of the energy, transport, packaging and sugar particularly.
Competitive presser from other brands, can cause aggressive price and promotion activity by possible pricing wars in developed markets.
Social changes the rising of health issues, obesity and consumers trying to watch they calories. Nutrition and healthier lifestyle maybe a risk for dairy milk itself let alone Cadburys
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.
The 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 changes of the consumers taste and preferences is a big issue otherwise there would be no sells. So therefore there needs to be a lower calories and low in fat, to be able to achieve more in the marketing.
CADBURYS DAIRY MILK MARKET
UK BRAND LEADER
SELLING 33 OTHER
COUNTRIES
1933
1928
SECONDARY RESEARCH
ASA GUIDENCE
RACISM
HEALTH ISSUES OBESITY
FAIR TRADE ADVERT (ZINGALO)
COMPLAINTS WHY WHAT PART OF CADBURYS DAIRY MILK COMPLAINED ABOUT
demeaning to African people and perpetuated racial stereotypes
THE PRODUCT ITSELF The sizes of the product, how many grams are in just one of the product.
HEALTH ISSUES ALLERGIC
THE PRODUCT ITSELF MISS PRINTING
Miss printing didn't’t inform costumer if the product contained nuts.
PRIMARY RESEARCH – QUESTIONNAIRE Question 1 – NameQuestion 2- AgeQuestion 3 – Occupation
Question 4 - What is you're favourite kind of chocolate you may eat?GALAXY WON 8/20
Question 5 - What is you're favourite type of chocolate bar?MILK CHOCO WON 8/20
Question 6 - What is you're favourite brand of chocolate bar?GALAXY WON 8/20
Question 7 - How many times a week do you think you buy chocolate bars?18 – 0-22 – 3-5
When you buy you're chocolate bar, what brand do you buy?GALAXY WON 8/20
What colours what you associate dairy milk with?19 – PURPLE1 - YELLOW
If you were given £100,000 to film a dairy milk advert, what ideas would you have and how would you develop those ideas to make the advert?
With the many dairy milk adverts, which ones were maybe you're favourite or the ones that stick out to you, and why do you think they stick out to other chocolate brand adverts?
When seeing a dairy milk advert, how does it make you feel, does it make you feel like you want one and if so why?
TECHNIQUES CADBURYS USE IN THERE DAIRY MILK ADVERTS
ADVERT 1 - 1982 ADVERT 2 - 2008
CINEMATOGRAPHY
MISE EN SCENE
SOUND
EDITING
CHANGE OF STYLEBoth adverts show differences, the ideas, there is a to what the product is or meant to be representing
TARGET AUDIENCE
ADVERTISING STRATEGIES The use of little children, persuasion.
Pans throughout the advert, as if it was a journey
Diegetic sounding with no sound bridges
Main Streamers (Everyone)
Smooth Editing, with no jumps or fades.
Continuous setting change through out the ad.
CINEMATOGRAPHYUse of zooming and long shot.
SOUNDUsing a well known sound track engages the audience, no diegetic with sound bridges
TARGET AUDIENCEMainstreamers. Also fair trade, reformers
EDITING It smooths, its just panning like it’s a long story of him playing the drums
MISE EN SCENERecording studio, stays the same throughout
ADVERTISING STRATEGIESUse of well known soundtrack, something different to engage the audience
MY IDEA
SLOGAN: DAIRY ITS IN THE MILK
WHY: I picked this idea because its fun, interesting and there is a valid point of the product.WHO: 2 actors (someone who can play bass preferably )WHERE: A room bigger enough to film in EQUPIMENT: Camera, Tripod and an editing system.
.
http://www.youtube.com/watch?v=uT-I4jyNFpk&NR=1
DRAFT ADVERT
Genders
FEMALE MALE
4
15
19 People were asked….
Material Status..
SingleIn ReletionshipMarriedDivorce
17
2
Ratings they gave…
RATINGS OUT OF 10
5 6
79
7
3
7 PEOPLE
3 PEOPLE
9 PEOPLE
Answers that they gave…
‘’Wasn’t showing the product at its potential’’
‘’The length of the advert’’
‘’Consistent’’
Things they would change..
‘’Soundtrack included’’
“The Dialogue could have been quicker to show excitement towards the product”
‘’Changing the font to more like the cadburys dairy milk font’’
Things they would keep..
They said…
‘’The zoom shot of the dairy milk chocolate bar’’
“The swapping of the chocolate bar and the guitar worked well”
“Unique storyline, which made it different in the advertising world, which I liked”
“Using teenagers in the advert worked well because if using a adult, they wouldn't’t of pulled the story line off”
HOW I ACTED ON WHAT WAS SAID..
Each point that was made, I watched my advert and decided from there what to keep and change, keeping in mind what was said..
- 0.37- Using Garage Band - Consistent- Re filming - Finding the font.
HOW THE CHANGES AFFECTED MY ADVERT.
• Font trouble
• Sticking to the storyline
• Finding the right soundtrack
MY FINAL CADBURYS DAIRY MILK ADVERT.
THANKYOU FOR LISTENING AND HOPE YOU ENJOYED
ANY QUESTIONS?
