THE MARKETING CAMPAIGN OF CADBURY DAIRY MILK

Presented by: Shweta Garg B.Com(H) Part 3 SRCC

Introduction
Cadbury Dairy Milk chocolate was first introduced in the early 1900s. Till then, it is still the top selling chocolate brand in the country and the Cadbury Mega Brand's broad family of products today has an international retail value approaching Rs.4500crores.
Cadbury Dairy milk alone holds 30% value share of the Indian chocolate market.

BENEFITS

Decrease blood pressure Improve circulation Lower death rate from heart disease Improve function of endothelial cells that line the blood vessels Defend against destructive molecules called free radicals, which trigger cancer, heart disease and stroke Improve Digestion and stimulate kidneys Has been used to help treat patients with anemia, kidney stones and poor appetite

Companys profile

1824 Aged 22, John Cadbury, a young Quaker, opens a small grocers shop in Birminghammaking chocolate on the sideline.
1847 John Cadbury moves his business to a larger factory, as his company becomes The Cadbury Brothers- his brother Benjamin joining him.

CONTINUED

1861 John Cadbury retires and sons Richard and George take over the company. 1879 Cadbury Chocolate Company moves to Bournville. Over the next ten years the number of employees grows to 1,200. 1893 Cadbury Company builds a village for its employees. 1920s The Cadbury script logo is first used.

CADBURY IN INDIA
1948
Operation began in India

1965 Pioneered the development of cocoa cultivation in India

Vision & Mission

Vision: "Working together to create brands people love" Cadburys mission statement Says simply, Cadbury means quality; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise Mission Statement 0f the product: The mission statement of our new product is To provide our customers with a tempting and exquisite taste as Enticing Treats means a mouth watering treat which is simply irresistible.

VISION
1.PROMOTION OF BRANDS CARRYING MASS FRANCHISE WITHOUT COMPROMISE ON QUALITY.

2.BETTER PRODUCT QUALITY AND PACKAGING. 3.EFFICIENT WORKING CAPITAL MANAGEMENT.

4.INCRESING THE MARKET DEPTH INCLUDING RURAL INDIANS COVERAGE.

CHOCOLATE BAR
MADE FROM REAL DARK CHOCOLATE

SIMILAR DESIGN WORLDWIDE

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

Business Operations
Five company-owned manufacturing facilities:
Thane
Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh)

4 sales offices:
New Delhi Mumbai Kolkota Chennai

Corporate/Head office:
Mumbai

THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

 CDM ARE SOLD DIRECTLY TO

WHOLESALERS AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.

RETAILER
WHOLESALER

Strategy

Strategy

Increasing the consumer base by focusing on affordability and availability. Changing consumer perception and eating habits by creating new reasons for consumption. Consumers will be exposed to the Cadbury message on a continual basis. Be a significant player in the gifting segment, through occasion linked gift packs.

TARGET MARKET

-The Blood of marketing

The strategies are as follows:1. Cadbury uses a variety of advertisements with

Cadbury believes in innovation. Innovation is a virtue of marketing strategy. Its marketing strategy is such that it builds a brand image not only through advertisements alone but through performance.

different genres and themes to attract different age groups. Eg Animated ads, Melodious jingles etc.

2. Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood.

3. Sponsorship- Bournvita kid contest, Bournvita confidence academy, kya aap panchvi pass se tez hain
4. In order to capture the market particularly the youth segment the strategy adopted is to promote SPORTS by encouraging events such as Karate (whiz kid championship)

In 1980 cadbury bournvita was the official health drink for the Indian team at the Moscow Olympics 5. Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society 6. Innovation in product range has been a major advancement by Cadbury in retaining its market share. 7. Print & poster campaigns

8. A huge brand value is associated with Cadbury which inturn increases the acceptability in the market. it has roped in bollywood legend Amitabh Bachan and the ravishing Preity Zinta to endorse its products diary milk and perk respectively. 9. Attractive packaging has been a successful way of attracting customers to buy its products over other chocolates

PACKAGING STYLES

1905

1930s

1970s 1960s

PRESENT STYLE

PACKAGING MATERIAL

10. Cadbury caters to that segment of the society which cannot afford large sums of money. The marketing strategies adopted here would be introduction of economy packs of all its products and advertising the same. 11.Extremely catchy and well recognized tag lines and punch lines create strong brand value and awareness for Cadbury. The lines Pappu pass ho gaya , Kuch metha ho jaye gives a distinct image of Cadbury.

12.The most important marketing policy being, implemented during the festive season. The consumptions of sweets is at its zenith during the festive season. India being a country of rich culture and diversified religions has a hand full of festivals. Cadbury makes most out of this season by introducing gift boxes thus spreading joy.

the Big B faCtor

CADBURY DAIRY MILK

NEW IN MARKET Products: Dark chocolate Dairy milk Silk Dry fruit collection for diwali. Target: Dairy Milk as a gift.

COMPETITORS

Market Overview
6% 29%

65%

Cadbury

Nestle

Others

Strengths

Large teeming population of kids and teenagers Well established market Vast variety of products Priced according to Indian mind set Easy availability of cocoa in India

WeaknessES
Large portion of population suffers from diabetes, cholesterol disorders etc Dental problems associated with consumption of chocolates.

Opportunities

Innovative uncaptured chocolate market in india ( such as sugar free chocolate sector) Large number of occasion celebrations and festivals in which chocs are used as a medium to convey happiness Increasing acceptance of Globalisation and better relationship with foreign companies.

Threats

Competition- cut throat competition from nestle, amul and international choc brands Negative publicity New entrance and individual players ( rise in sale of homemade chocolates) Preference and availability of other substitutes ( sweets and deserts)

Cadbury believes that its business still has significant untapped potential- in terms of growth as well as returns. Between 2009- 2012 Cadbury intends to *rope in new brand ambassador Deepika Padukone during the festive season. *introducing a new season of bournvita quiz contest. *introducing new seasonal flavours such as hazelnut, fudge, butterscotch etc.

Achievements
Major Achievements of Cadbury

Worlds No 1 Confectionery company. Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07 by Superbrands India. Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007. Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.

Good values and good business go hand in hand

Cadbury Community Initiative Programme under the banner:

Love

Security
Nutrition Education