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CADBURY'S ADVERTISING STRATEGY

CADBURY'S ADVERTISING STRATEGY

Discuss CADBURY'S ADVERTISING STRATEGY within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; Cadbury India Limited (CIL) , a part of the Cadbury Schweppes Group, is India’s leading confectionary manufacturer. Cadbury’s Dairy Milk, ...

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CADBURY'S ADVERTISING STRATEGY
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Kalpana Heliya
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CADBURY'S ADVERTISING STRATEGY - August 18th, 2009



Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is India’s leading confectionary manufacturer. Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their segments. CIL is estimated to have a 65 percent share of the Indian chocolate market.
The Indian chocolate market is estimated to be worth
Rs. 3.2 billion, with an annual growth rate of 10 percent. Per Capita Consumption levels are very low in India, as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for growth.
In this analysis, we examine some of the interesting aspects of Cadbury’s advertising strategy.

The Advertising Message

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people over 18 years of age.
The message that CIL seems to be attempting to put across is this: “In every adult, there is a child - let that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy, delicious chocolate”. This approach appears to be unique to Cadbury’s. CIL’s biggest competitor, Nestle, often stresses the energy giving aspects of chocolate (for example, in advertising for Nestle Charge), or on other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of Nestle Bar One. Nestle specifically targets children in the advertising for Milkybar, its white chocolate, again emphasizing its energy giving properties.

To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey the message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.

Message Execution


Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’ - launched in the 90’s attempts to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.
Cadbury’s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride who nibbles at a Perk under her ‘pallu’. Cadbury’s Dairy Treat conveys its message through the mother who refuses chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her opinion about chocolates.
Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko Khane Ka Bahana Chahiye’, or ‘Reach for the Stars’, are also used extensively, and to good effect in Cadbury’s advertisements.

Advertising Media

Television, the print media and posters have been the main media of communication for Cadbury’s advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also explored many new ways of getting their message across to the consumers.
Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop stocking their chocolates. Since it is placed on the cash counter, it’s design offers visibility, ease of vending, and protection from the elements. It is also placed in the most appropriate position to cater to the impulse buyers. This ‘first’ from CIL has become so popular that is now the standard design for all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In high throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility of the product.
Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy locations.
Presence in Amusement Parks: Cadbury’s also maintains a presence in many amusement parks across the country, strengthening the association of its chocolates with ‘fun’ occasions.

Conclusion
Cadbury’s strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product, it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able to build and maintain a leadership position in the market with many loyal customers.
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Project Report on Cadbury's ronnierules Upload / Download Banking and Insurance Projects and Notes 6 December 28th, 2009 09:34 PM
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Vodafone Advertising Strategy Help Needed sweetpoison Marketing Management ( RM , IM ) 1 August 12th, 2009 03:19 PM
 

Re: CADBURY'S ADVERTISING STRATEGY
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Nash P
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Re: CADBURY'S ADVERTISING STRATEGY - September 11th, 2009

i hope this helps me for my school project if any1 cud help me out wid sum more info abt cadbury and nestle do lemme kno
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Re: CADBURY'S ADVERTISING STRATEGY
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Pranav Mohan
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Re: CADBURY'S ADVERTISING STRATEGY - September 14th, 2009

that was a really gr8 work done by u which helped me a lot in my project on cadbury in pgdm course..

thanks
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Re: CADBURY'S ADVERTISING STRATEGY
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kennyraj
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Re: CADBURY'S ADVERTISING STRATEGY - March 15th, 2010

hey thanks for the project..
it really helpd me out..
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Re: CADBURY'S ADVERTISING STRATEGY
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Abhijeet S
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Re: CADBURY'S ADVERTISING STRATEGY - June 9th, 2010

well here are information dealing with the ADVERTISING STRATEGY of Cadbusy in relation to its SWOT .
have a look......


Cadbury India SWOT analysis :

Strength

• Cadbury Schweppes plc is a very profitable organization, generated revenue of more than £6,508 billion (2005).
• It is a global chocolate brand built upon a reputation for fine products and services.
• Cadbury Schweppes plc was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce.
• The organization has strong ethical values and an ethical mission statement


Weaknesses

• Cadbury has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time.
• The organization has a strong presence in the United States of America, UK and India. It is often argued that they need to look for a portfolio of countries, in order to spread business risk.
• Cadbury's recall over 1 million chocolate bars over salmonella fears
• The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.
• The company has no apprehensions of cannibalization of its chocolate brands.


Opportunities

• Cadbury company is very good at taking advantage of opportunities.
• The company has the opportunity to expand its global operations. New markets with new products which are limited in particular region.
• Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bournvita, Eclairs and Halls to drive growth for the company.
• Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.
• Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes.
• Brand ambassador Amitabh Bachchan for advertising there new products.


Threats

• Who knows if the market for Cadbury will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future?
• Health organization have so many barriers for new development
• Cadbury’s are exposed to rises in the cost of chocolate and dairy products.
• Entry into salted snacks was ruled out so it is important to do new innovation and marketing research.


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Re: CADBURY'S ADVERTISING STRATEGY
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Amrapali Ughade
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Re: CADBURY'S ADVERTISING STRATEGY - March 4th, 2011

heyy, i need a project report on advertising analysis of cadbury dairy milk plzz do help me
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Re: CADBURY'S ADVERTISING STRATEGY
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Abhijeet S
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Re: CADBURY'S ADVERTISING STRATEGY - March 4th, 2011

Quote:
Originally Posted by pallavi joshi View Post
heyy, i need a project report on advertising analysis of cadbury dairy milk plzz do help me
hey pallavi,
i am uploading some projects on the topic which you require,
but there are still many projects already available on site.. try to search on site by using search option i hope you'll get it over there..
Attached Files
File Type: pptx dairymilk-091221104824-phpapp01.pptx (3.62 MB, 46 views)
File Type: pdf 46801673-Cadbury-Dairy-Milk-Report.pdf (1.70 MB, 73 views)


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Re: CADBURY'S ADVERTISING STRATEGY
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Pratik Bahua
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Re: CADBURY'S ADVERTISING STRATEGY - March 8th, 2011

any1 for analysis brand adv strategy of cadbury
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Re: CADBURY'S ADVERTISING STRATEGY
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Abhijeet S
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Re: CADBURY'S ADVERTISING STRATEGY - March 11th, 2011

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Originally Posted by Bahua View Post
any1 for analysis brand adv strategy of cadbury
please explain your point friend.


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Re: CADBURY'S ADVERTISING STRATEGY
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Chirayu Shah
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Re: CADBURY'S ADVERTISING STRATEGY - March 16th, 2011

great stuff... Thanks... this will really help...
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