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Cadbury Dairy Milk's Advertising Campaigns in India
Cadbury Dairy Milk's Advertising Campaigns in India
Advertising Campaigns
In India
A project submitted to
University of Mumbai for partial completion of the
Degree of Master in Commerce
Under the Faculty of Commerce
SUBMITTED BY
CERTIFICATE
This is to certify that Ms. JUGAT MEGHA DEEPAK VINITA
has worked and duly completed her/his Project Work for the
degree of Master in Commerce under the Faculty of
Commerce in the subject of Accountancy/ Management and
her project is entitled, Cadbury Dairy Milk’s Advertising
Campaigns in India under my supervision. I further certify
that the entire work has been done by the learner under the
guidance and that no part of it has been submitted previously
for any Degree or Diploma of any University.
Signature
Date of Submission:
15 December, 2018
ACKNOWLEDGEMENT
To list to who all helped me is difficult because they are so
numerous and the depth is so enormous.
Megha Jugat
DECLARATION
I the undersigned JUGAT MEGHA DEEPAK VINITA here
by, declare that the work embodied in this project work titled
“CADBURY DAIRY MILK ADVERTISING
CAMPAIGNS IN INDIA”, forms my own contribution to the
research work carried out under the guidance of PROF.
SUBHASHINI NAIKAR is a result of my own research work
and his/her not been previously submitted to my other
University for any other Degree/Diploma to this or any other
University.
Signature
Certified by
Name of guide
Executive Summary
To understand the advertisement strategies of ‘Cadbury’ India’s number one
chocolate, based upon the unparalleled breath of chocolate experience.
The merge in 1969 with Schweppes and the subsequent development of the
business have led to Cadbury Schweppes taking the lead in both, the
confectionery and soft drink market inside UK and becoming a major force in
the international market.
A detailed questionnaire had been prepared and the responses of the concerned
people had been collected for the analysis.
Over the years it has maintained its image with different strategies and stood
as the chief player in the Indian Market. It has made its brand relevant by
adding new products and upgrading their advertising strategies.
This kind of approach has kept most of the competitors in severe worry. To
analyze the success of CDM, in this paper, a model is built. One of the main
variables to determine brand loyalty is gender. It is seen that gender does have
a prominent effect in the affecting the brand loyalty. Many studies have
confirmed that genders differ in their cognitive power, which affects their
behavioral use.
1801 – 1889
In 1824, 22-year-old John Cadbury opened his first shop at 93 Bull Street,
next to his father's drapery and silk business in the then fashionable part of
Birmingham.
Apart from selling tea and coffee, John Cadbury sold hops, mustard and a new
sideline - cocoa and drinking chocolate, which he prepared using a mortar and
pestle.
Cocoa and drinking chocolate had been introduced into England in the 1650s
but remained a luxury enjoyed by the elite of English society. Customers at
John Cadbury's shop were amongst the most prosperous Birmingham families,
the only ones who could afford the delicacy. Cocoa beans were imported from
South and Central America and the West Indies.
Experimenting with his mortar and pestle, John Cadbury produced a range of
cocoa and chocolate drinks, the latter with added sugar. The products were
sold in blocks: customers scraped a little off into a cup or saucepan and added
hot milk or water.
John Cadbury had a considerable flair for advertising and promotion. "John
Cadbury is desirous of introducing to particular notice 'Cocoa Nibs', prepared
by himself, an article affording most nutritious beverage for breakfast,"
announced his first advertisement in the Birmingham Gazette in March 1824.
In 1831, John Cadbury rented a small factory in Crooked Lane not far from his
shop. He became a manufacturer of drinking chocolate and cocoa, laying the
foundation for the Cadbury chocolate business.
These early cocoa and drinking chocolates were balanced with potato starch
and sago flour to counter the high cocoa butter content, while other ingredients
were added to give healthy properties.
By 1842, John Cadbury was selling sixteen lines of drinking chocolate and
cocoa in cake and powder forms.
During the 1850s business began to decline. The partnership between the first
Cadbury brothers was dissolved in 1860, a difficult time in the company's
history.
John Cadbury's sons Richard and George, who had joined the company in the
1850s, became the second Cadbury brothers to run the business when their
father retired due to failing health in 1861.
Since then the business has expanded throughout the world by a program of
organic and acquisition led growth.
Cadbury Dairy Milk goes even more chocolatery with its new ad
Economic Times Brand Equity 19 November 2016 The ad campaign
conceptualised by Ogilvy & Mather is based on the idea, Taste that frees the
joy.
There was a study in order to see women or men were more brand loyal for
service providing industries. This clearly implies that brand loyalty differs by
gender; there should be different selling approaches for the two groups
(Melnyk, Osselaer and Bijmolt, 2009)
Secondly, price and promotion are two segments that explain branding to quite
a large extent. Through promotion there is already an expectation on the
particular product. Eventually, distorting the price may affect the same.
(Lattind and Bucklin, 1989)
Thirdly, it is necessary to maintain the brand image of the product in tune with
the consumer attitude. Thus, leading to creating brand equity which broadly
falls under the philosophy of nurturing the brand (Faircloth, Capella and
Alford, 2001).
Finally, introduction of new products within the brand’s portfolio creates
internal conflicts and may cannibalize the sales. But indirectly, the features of
the new product may be responsible for the brand loyalty of the existing image
(Nowlis and Simonson, 1996).
Various studies, speak about the relation between the existing brand and the
extended brand (Broniarczyk and Alba, 1994). Product variety has always
affected the choice and brand perception (Berger, Draganska and Simonson,
2007). The other aspect of the paper deals with culture and branding.
When Cadbury Dairy Milk chocolate was first introduced in the early 1900s it
made an immediate impact quickly becoming the market leader. The success
story has continued. 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 multi billion US dollar. As an international brand Cadbury Dairy
Milk carries the same distinctive image all over the world. Wherever you by a
bar of Cadbury Dairy Milk the pack design will be exactly the same, only the
language will be different. We can enjoy Dairy Milk in many different ways
including as miniatures, snack size multiple packs, treat size in bags, pocket
packs, standard bars.
OBJECTIVE OF THE STUDY
This research study seeks to find out the changing trends of advertisement of a
particular product to woo the consumers towards the product. How the
advertiser gradually develops the product advertisement and how does he
promote the brand through advertising – are the objectives of this study.
Objectives
SCOPE
In this research investigation was conducted to determine the position of
consuming habits towards Cadbury Chocolate.
The aspects looked into the preference of chocolate. The scope of the study to
analyze the consumer perception of Cadbury chocolate.
CHAPTER 3: RESEARCH METHODOLOGY AND
DATA COLLECTION
RESEARCH METHODOLOGY
This study adopt a process of collecting and analyzing marketing information
and ultimately to arrive at certain conclusion. Research Methodology is the
mean to plan out the working process or the course of action to reach the
objective. It is extremely crucial and holds the key to the success of the
survey.
Research Tool
From the research it shows that the brand ‘Cadbury’ is well known to the
females than males, that is why, cadbury advertisement’s have their primary
focus on females to purchase their chocolates.
From the research, it clearly shows that the age group of 21-30 has the highest
percentage of shareholders in purchasing chocolates, thus the primary target
for the chocolate brands.
Chocolate Brand Response
Amul 2
Cadbury 59
Ferrero Rocher 4
Nestle 8
Perk 2
Total 75
59 respondant (i.e.) 78.7% has chosen the brand cadbury when they think of
chocolate, which shows cadbury has a close connection with indian people.
Cadbury Types Response
Bubbly 16
Crunchie 7
Fruit and Nut 22
Hazelnut 4
Roast Almond 24
Silk 2
Total 75
The current research shows that mostly all kinds of cadbury dairy milk
products is open heartly accepted by the indians. One or the other product
have linked to the people in some kind of way as cadbury ads have much of
emotional connections.
Cadbury Types Response
All 1
Plain chocolate 27
With caramel 3
With fruit & nut 26
With nuts 14
With rice crunches 4
Total 75
Almost Every now and then people is used to eat cadbury chocolates, which
has also now replaced the traditional sweets in sweets shops. In many
occasions, Gulab jamun and rasgula has been replaced with cadbury
chocolates.
58.7% People remembers the Cadbury Dairy Milk Silk Song.
Thus Approx. 60% of the people had eaten the Chocolate after listening &
took a liking to the song which was a very good strategy for the young one’s
& also the older one’s.
“Kuch meetha ho jaye” the famous tagline of Cadbury has been so affective
for promotion of Cadbury Dairy Milk Chocolate that 56% people loves the
Advertisement’s.
According the Result we can say that many people eats chocolates when they
are very much happy or enjoying with their friends.
5 chocolates in a week with a population of than 100 core is what the cadbury
had achieved by just spending little amount of money in Advertisement and
promotions.
The Taste of Cadbury Chocolates has been up to the mark, but the cost is that
much high to our indian people.
The quality can also be improved which can equivalent the price.
The celebrities included now and then in TV ads was replaced by normal
indian’s which boosted the sales of cadbury chocolates and got attached to the
people hearts.
Emotions, Humor, Generosity and many more things has been introduced in
cadbury ads to keep the indian market alive and stay connected.
Generally, People have high and favorable response to their ad campaign’s
with communication effort.
Their Ads are found to have an emotional connection with people, some
humor including which invokes joyous moment and celebration.
CHAPTER 5: FINDINGS AND INTERPRETATIONS
FINDING AND INTERPRETATIONS
With the passage of time, it is evident that Cadbury has been keeping
innovative changes and regularly upgrading its advertisements related to its
various products. Human mind is very much forgetful. Unless something new
is represented in front of them, people tend to forget or lose interest on the
existing product. In such a competitive age, when every manufacturer is busy
in attracting the consumers / customers / general mass in different ways as per
their best, the Dairy Milk brand of Cadbury is also not an exception.
It is a proven fact that to attract the customers, advertisers must try their best
to present their products in such a way which will place them as a new identity
compared to the previous one.
In Cadbury Dairy Milk product advertising, the same is witnessed. The
company has tried its best to change the ad copy every time, in terms of words
and expression. In audio-visual advertisements, it is very much necessary to
leave an impact in the audience mind within a very short period of time as the
audio-visual advertisements last for few seconds only.
In this case, the ad of Cadbury Dairy Milk obviously leaves a lasting
impression in the minds of audience through its different types of attractive
and conspicuous presentations.
The craze for Silky brand of Dairy Milk reached to a great extent which is
reflected in its varied advertisements. A group of Indian traditional dancers
were found in one of the Dairy Milk advertisements busy in having Silk Dairy
Milk product before they were about to enter the stage for their performance.
The Silk brand of Cadbury Dairy Milk has some other slogans also like
‘Discover the joy, Cadbury Dairy Milk Silk Have you felt silk lightly’.
‘Khane ke bad mithe me kuch mitha ho jaye’. This was one of the most
remarkable advertisements of Cadbury Dairy Milk when it was shown that
people of Indian origin selected this brand as sweets after having their dinner
or lunch. It appeared as if Cadbury Dairy Milk replaced the traditional Indian
sweet dishes like gulab jamoon or kalakand after a sumptuous lunch or dinner.
We survey along the social media to get some valuable inputs from the
chocolate lovers to prepare our primary data.
After preparing that, we analysed the primary data and created pictorial output
out of it which can be of better understanding of cadbury advertisement
stategies.
LIMITATIONS
There are some limitations in the study, the are as follows:-
❏ Sample size is 75, This sample size not able to show whole market
view. So the accurate survey is not enough to generalize the finding of
the study.
❏ This study is based on Metro City public. This study does not include
Urban, Semi Urban, Rural and Remote areas.
❏ This study doesn’t address all stakeholders i.e. Sellers, market chain,
Cadbury administration.
We lacked time and Data the most in our survey. It would take a good amount
of people and time to achieve a good number of response to our survey.
If it is possible we can get around some 1000 to 5000 response to our
questionary, we could provide much accurate and brief information about the
cadbury advertisement.
We can take State wide Study to Collect more clear and accurate view, in
Which include rural and urban areas.
Due to lack of resources our study is very short in nature. We need to study in
detailed way. With adequate resources we can do very wide and lengthy study.
CONCLUSION
Webliography
❏ www.cadbury.com
❏ www.cadburyindia.com
❏ www.icmriindia.org
❏ www.youtube.com
❏ www.mondelezinternational.com
❏ www.wikipedia.org
❏ www.businesstoday.in
❏ www.indiantelevision.com
❏ www.brandingbypixels.com
❏ www.campaignindia.in
ANNEXURE
1. Full Name –
2. Mobile Number –
Female
Male
0-10
11-20
21-30
31-40
41 and above
Cadbury
Nestle
Amul
Ferrero Rocher
Perk
Other
Which Cadbury Dairy Milk chocolate you like the most from the below/
Plain chocolate
With nuts
With fruits and nuts
With rice crunches
With caramel
Other
Newspapers
Magazines
Televisions
Social media
Browsing internet
Everyday
2-3 times a week
Once a week
Once a month
Occasionally
Very Happy
After some workout
With Friends
Bored and Sad
Other:
Taste
Cost
Quality
Wrapping
Celebrities associted with the product