CADBURY INDIA

Cadbury India Limited, a part of the famous London based company called Kraft Foods, was established in the year 1948 on 19th July in this country. Initially the company just used to import chocolates. With the passing of years, they started operating in the following five categories of food items though: -

Beverages Chocolates Biscuits Candy Health drinks

Dairy milk Five star Dairymilk silk Perk Gems Chocolairs Oreo Celebrations Borunvita

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

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

TV ads Radio Ad Bus & Café Cinema Advertising Social Network Viral videos Atm machines Hotels Point of purchase Print ads Posters

Campaign Target Shift over the years Promo Mechanisms

Real Taste of Life Child in adult From just for kids to the kid in every adult

TVC, Print, Hoardings

Khanewalon ko khane ka bahana chahiye

Wider masses Appeal to a wider mass based on age, gender, etc.

TVC, Print, Hoardings

Pappu Pass Ho Gaya Youngsters TVC, Hoardings

Miss Palampur Rural masses Shift to smaller packs Shift to smaller packs

Kuch Meetha Ho Jaaye Conversion of sweet consumers to chocolate for special occassions

This was an innovative idea and Cadbury went ahead with the ‘Celebrations’ packs with these ads

TVC, Print, Hoardings, Social Media

Khane ke baad Meethe mein Kuch Meetha Ho Jaaye

Targeting the habit of Indians to have desserts after meals

From converting sweet consumers on special occasions Cadbury now tried to sweet consumption for dessert to chocolate as well

TVC, Print, Hoardings, Social Media

Converting yet another segment of sweet consumers i.e. before the start of any work

Converting yet another segment of sweet consumers i.e. before the start of any work

Converting yet another segment of sweet consumers i.e. before the start of any work

TVC, Print, Hoardings, Social Media

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 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.

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.

Kuch Meetha Ho Jaaye

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.

Shubh Aarambh campaign was launched in 2010, drawing lines from the traditional Indian custom of having something sweet before embarking on something new.

We have adopted the Percentage of Sales method for budget determination of the Shubh Aarambh campaign. We have referred the Profit & loss statement of Cadbury India Ltd for 5 years prior to the launch of the Shubh Aarambh campaign i.e. from 2005 to 2009.  

AGR ( compound annual growth rate) of sales from 2005 to 2009 19.41%

Projected sales turnover for year 2010 INR 2441 crores

Average SG&A as % of sales 27.2%

Advertising and sales promotion budget as % of sales (as per 2009 data) 14%

Total advertising and sales promotion budget for 2010 INR 342 crores

Total advertising and sales promotion budget for Chocolates category INR 222 crores

Total Promotional Expense 222

Advertising197.14Sales Promotion13.93Events and Sponsorship10.92

Print 37.5 Television 138.0 Radio 5.9 out-of-home5.9 Online9.9