IMC

PROJECT REPORT ON
CADBURYS

DECEMBER 30, 2014

SUBMITTED BY-

Angita Bordoloi
Shubhanshi Misra
Shaswat Gupta
Shalvi Shekher
Saurabh Shukla
Shruti Asthana

Contents
MARKETING PLAN ................................................................................................................................. 2
ANALYSIS OF THE PROMOTIONAL PROGRAM SITUATION ......................................................................... 6
ANALYSIS OF COMMUNICATION PROCESS ............................................................................................... 11
IMPLEMENTING SHOPPER MARKETING THE 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

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. Dairy
Milks 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

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 bhog to 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*:-

Product

Weight(gms)

Price(Rs.)

Dairy Milk

9.5

Dairy Milk

20

10

Dairy Milk

38

20

Roast 42

35

Dairy Milk Wowie

17

10

Dairy Milk

95

60

Dairy Milk
Almonds

Crackle,

*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. The
advertisements 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:-

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.

ANALYSIS OF THE PROMOTIONAL PROGRAM SITUATION

Internal Analysis assesses relevant controllable issues
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.
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 the Promo

years
Mechanisms

Real Taste of Life

Child in adult

Khanewalonkokhanekabahanachahiye

Wider masses

From just for

kids to the kid in
every adult
Appeal to a
wider
mass
based on age,
gender, etc.

Pappu Pass Ho Gaya

Miss Palampur

Youngsters
Rural masses

KuchMeetha Ho Jaaye

TVC,
Print,
Hoardings
TVC,
Print,
Hoardings

TVC, Hoardings
Shift to smaller TVC, Hoardings
packs
Conversion of This was an TVC,
Print,
sweet
innovative idea Hoardings,
consumers to and
Cadbury Social Media

chocolate
special
occasions

for went ahead with

the
Celebrations
packs with these
ads
KhanekebaadMeethemeinKuchMeetha Targeting the From converting
Ho Jaaye
habit of Indians sweet
to
have consumers on
desserts after special occasions
meals
Cadbury
now
tried to sweet
consumption for
dessert
to
chocolate
as
well
ShubhAarambh
Targeting the Converting yet
belief
of another
Indians
that segment
of
anything begun sweet
by
having consumers i.e.
something
before the start
sweet provides of any work
good luck

TVC,
Print,
Hoardings,
Social Media

TVC,
Print,
Hoardings,
Social Media

External Analysis assesses 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

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.

Competitive Analysis -

Product Feature Nestle

Market Position
No. of variants
Gift Packs
Objective

Strategy

2nd
Many
Yes
To be the worlds largest
and best branded food
manufacturer,
whilst
ensuring that the brand
name is synonymous with
products of the highest
quality
Integrated
cost
leadership/differentiation
Wide range of products
Low cost operators

Amul

Cadbury

3rd
Few
No
Confectioneries just
happens to be a side
business for Amul
whose
core
competency lies in
milk
and
milk
products
No clear-cut strategy

1st
Many
Yes
To grow the market
for
chocolate
confectionery
To
increase
Cadburys share of
the snacking sector
Growing the market
by
apt
pricing
strategy that will
create
a
mass
market and to have
offerings in every
category to widen
the market

Environmental Analysis Porter's 5 forces Analysis:

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.

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 and
young 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 of
achievement/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.

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

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 and
investments, 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:
Aware That happens out of the store
Attract That happens across the store
Engage That happens near the shelf
Motivate That happens at the shelf
Purchase That 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 feet
by 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 instores.
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.

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 among
the 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

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.

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).

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.

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

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.

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 vote
for your favorite flavor.

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.

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. Most
of 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 Thanks A Million campaign

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.

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
Facebook which 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
takes customer delight to 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.

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!

There is also a virtual mail box to keep a track of the Greetings Sent to and Received by friends

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 Celebrations range 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.

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 the 6.2 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.

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.

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 products and 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

MessageCadbury 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

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.

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 CADBURY PROMOTIONAL PROGRAMS

Campaign

Target

Real Taste of Life

Child in adult

Khanewalonkokhanekabahanachahiye

Wider masses

Pappu Pass Ho Gaya

Miss Palampur

Youngsters
Rural masses

KuchMeetha Ho Jaaye

Conversion of
sweet consumers
to chocolate for
special occassions

KhanekebaadMeethemeinKuchMeetha Targeting the

Ho Jaaye
habit of Indians to
have desserts
after meals

ShubhAarambh

Targeting the
belief of Indians
that anything
begun by having
something sweet
provides good luck

Shift over the

years
From just for kids
to the kid in every
adult
Appeal to a wider
mass based on age,
gender, etc.
Shift to smaller
packs
This was an
innovative idea and
Cadbury went
ahead with the
Celebrations
packs with these
ads
From converting
sweet consumers
on special
occasions Cadbury
now tried to sweet
consumption for
dessert to
chocolate as well
Converting yet
another segment of
sweet consumers
i.e. before the start
of any work

Promo
Mechanisms
TVC, Print,
Hoardings
TVC, Print,
Hoardings
TVC, Hoardings
TVC, Hoardings
TVC, Print,
Hoardings, Social
Media

TVC, Print,
Hoardings, Social
Media

TVC, Print,
Hoardings, Social
Media

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 development
and 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