Imc cadbury final

PowerPoint Presentation

Jayesh ChandnaniAtishay JainKunal UpadhayManil BangeraSherin ThomasSapna HazareAjinkya PawarGroup Members

IntroductionCadbury is a British Multinational Confectionery company owned by Mondelz International.Cadbury India has been in India for over 60 years, having started in 1948 and currently owns 70% of the market.Best known for its confectionery products including the Dairy Milk chocolate and the Roses selection box

2015

ObjectiveIncrease the Sale of Cadbury Dairy Milk during Non Festive SeasonStrategiesTVCHoardings, Newspaper and OOHSocial Media CampaignExchange Box StrategyRetailers Shop Birthday StrategyFriendship Challenge

One of the basic thing for devicing a strategy and ads is audience

Defining target audience is mast.based on our TG we will develop various stratgeies and ad campaign so that the need is meet and there is optimum utilisation of resourcesThe prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.4

Non festive seasonMonths excluding all Indian FestivalsDefining Target Audience

Age Group- 5-50 Years of ageAmong 50+ age group so they tend to stop eating sweetsIrrespective of the gender everyone likes to have a chocolate so we would be targeting both the genders

TVCTheme Friendship, Cadbury inside every U, friend for lonely time Duration : 45 sec#FunBury = CadBury

Last day of Navratri 7 friends attend this event.and enjoy each moment.Itz almost 12the event is donethey split up for home by clicking a selfieevery1 is tired and needs a sleep..

Raj drives up to his home..he misses the time which he enjoyed with his friends and keeps dreaming about it.He gets fresh.itz almost 1am.he moves towards his bed.but he aint in the mood to sleep..So he tries to watch some season on net..but he is boreditz almost 1;30 am

He tries calling up his girl-friend..since it too lateshe is busy dreaming on her bedshe fast asleepThen he turns to his friends to talk but all of them have their meter down and are fast asleepHe moves on to his PS3 but that doesnt suffice him..he wants some 1 to talk to.He has no 1 to talk to during his ME Time.. where he is all alone

He feels hungryso he check out his fridge to find something interesting to eat..There he finds a new Cadbury Dairy milkwhich is yet to unwrap..

He unwraps the Cadbury and eats itand is lost in the creamy soft sweet Cadbury

Hey! Hie how are you!

Dude! You are the only one who understands me and stays by my side no matter what!You are my best friendGoodnight Cadbury

Build on this ad11

TVC - 2Theme Friendship, New Gossip Friend, friend for Sharing Duration : 30 sec#FunBury = CadBury

Raj has a crush on his Economics teacher and ask her out for a dateRajs sister watches this conversation and is shocked to know that.all she wana do is tell this hot gossip to her mom n friends

OMGwhere do I start from.whom shd I tell 1st .mom.or Lisa (best frnd) but waitWill this hamper my bro image n if this reaches to eco teacher wont I be screwed But I cant keep this to myself I need to tell this to some1..HmmmmI know 1 right person who would sweetly and quietly listen to my gossip and wont spread it to the world.

We only spread sweet memories in your mind and chocolates on your lipsCadbury Silk your New Gossip Buddy

We only spread sweet memories in your mind and chocolates on your lipsCadbury Silk your New Gossip Buddy

Follow us on www.facebook.com/CadburyDairyMilk

#FunBuryEveryDayRaj has got Friends for his Me Time Have You?

Cadbury = Funbury

Turn Everyday Into Fun Day with Cadbury Dairy Milk.

Follow us on www.facebook.com/CadburyDairyMilk#FunBuryEveryDay

Cadbury = Funbury

Fun + Bhari(Filled) everyday

Everyday day ur lyf will b filled with fun excitement is u hav a Cadbury

Hoarding dimension 20 x 45 jogeshwari 6 lacs per month17

Raj has got Friends for his Me Time Have You?


#FunBuryEveryDay

This hoarding is for lonely tvc shoot..based onthat

Hoarding dimension 40 x 30 in andheri10 lacs cost per month18

We all need a friend who will listen and understand our situations..


#FriendInNeed

Cadbury = Funbury


Hoarding dimension 40 x 30 in andheri10 lacs cost per month19


#GlowtheMoment


Hoarding dimension 40 x 30 in andheri10 lacs cost per month

The hoarding has to b at a place wer the sun vl b at that O position at morning or evening, thus emphasizing the word glow!!!!

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Turn Every conversation Into Fun conversation with Cadbury Dairy Milk..

Follow us on www.facebook.com/CadburyDairyMilk#FunBuryEveryDay

Cadbury = Funbury

Its chocolate time!

Get down to your nearest store and Grab a Cadbury Dairy Milk today

Follow us

Fun + Bhari(Filled) everyday

Everyday day ur lyf will b filled with fun excitement is u hav a Cadbury

Hoarding dimension 20 x 45 jogeshwari 6 lacs per month There will b a staff at the top of the hoarding n when the sun changes postion the shadow will change position thus showing chocolate time!

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HoardingsDescription: Jogeshwari JVLR Dimension :25 x 45 Price: Rs. 4.5 lacs per month

Description: Mulund LBS MargDimension :40 x 40 Price: Rs. 5.5 lacs per month Description: Andheri SV roadDimension :40 x 30 Price: Rs. 6 lacs per month Description: JuhuJuhu Tara roadDimension : 30 x 20Price: Rs. 4 lacs per month

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JingleDosti ka haath Cadbury ke sathYour 2 p.m.frndKyuki kuch jawaab google nai de saktaThe one who only listensYour best offline friend.

Radio Ad 1A small boy with his family are discussing something imp.All ppl are giving their views and listening to everybody except that boys view.Feeling agitated walks towards fridge takes out dairy milk and starts talking to him.(boy walking sound, murmuring something ,wrapper sound and fridge opening sound)The one who listens to you

Radio Ad 2An employee in the office walks out of the meeting room after delivering his presentation to his boss(telephone ringing, fax machine sound, computer typing sound, employee is angry)Takes out dairy milk form his bag n starts talking.(choclate unwrapping sound)50 presentation diye, 10 ideas, fir bhi pasand nai aaya. Mera boss meri kyu nai suntaa chalo atleast tum to ho.Cadbury dairy milk the one who listens.

Bubble up your Monday Blues with Dairy Milk Bubbly

#BubblyMonday

We are targeting bus stop coz our main TG is young youth who are office goers and have a youth bond with others..26

Week PlannerTuesday Crackling Tuesday with Dairy Milk CrackleWednesday - Nutty Wednesday with Dairy Milk Fruit n NutThursday Roasty Thursday with Dairy Milk Almond RoastFriday Forest Friday with Dairy Milk Black ForestSaturday Silky Saturday with Dairy Milk Silk

We have given names to each daybasically these are CAD-DAYS Every day have different CadburySimilar to Monday v will have some quotes for each day27

DaysMondayTuesdayWednesdayThursdayFridaySaturday

Marine DriveBharat Nagar Bus Station, BKC RoadNelco bus stop, Andheri EastAmrut Nagar Road, Ghatkopar WestBus Depot, Orchard Avenue, Powai, Devdayanagar Bus Stop, Pokharan Road Number 1, Thane WestBus StopsMonthly Rent 1,50,0001,00,00090,00075,00080,00070,000

Where all our bus stop hoarding will b put up along with montly rental28

No 1 laughs on ur Pj jokes share it with CadburyGossip with Cadbury29

CampaignCampaign in the month of June and JulyWill run this campaign on Facebook, YouTube and Twitter

Facebook cpc 0.27$Twitter 0.5$ promoting 1 tweet , 4$ for 1 acc 200000$ for promoting parrtuclar trend

Youtube 30

A couple has a fightboth are angry on each otherAfter a while Raj tries to call Simran and say SorryThe Simran as usual is upset and doesnt pick up the call.

Raj then gets a unique idea.and quickly downloads an app

Raj quickly text Simran through In the name of LUV In the name of LUV

Name of the app is In the name of love32

Give us your empty Cadbury Boxes and get exciting discount offers on your next purchase

Exchange Box Strategy

40%off30%off20%off30%off30%offCSR movement by Cadbury

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40%offon

30%offon

20%off

30%offonon

On returning of Cadbury glow u will get 40% off on dairy milk worth rs 25

On returning of Rich Dry fruit round u will get 20% off on dairy milk caramello worth rs

On returning of Celebration u will get 30% off on sillk bubble worth rs

On returning of rich dry fruit box u will get 30% off on dairy milk silk worth rs 120

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Challenge

Sugarplum

4 easy steps to win yourself a full expense paid trip to Cadbury World Birmingham

Spot the Sugarplum roaming near your vicinityPurchase a special FC Dairy MilkPerform the challenge written on the wrapperClick picture of completed challenge and post it on Cadbury FB page

1234

Friendship challenge FC = Frndship challenge sugarplum = name of the van

Purchase a FC dairymilk from Sugarplumu will get a challenge inside the packcomplete the following challenge..post a pick of performed challengeand 1 lucky winner will get a chance to fly all paid trip to cadbury world birmingham

Which city to enter

We will launch this campaign.and also post a pollwhich city should we start withthe city getting maximum votes will have sugarplum roaming around near schools colleges and office areas.36

Cadbury World Birmingham

Strategy Targeting Retailers

CELEBRATINGTHIER FIRST DAY

SOCIALMEDIASTRATEGY

Cadbury realized that, while having a large following, only 16% of them were seeing Cadburys content.So, to celebrate reaching 1 million Facebook likes, Cadburrys Dairy Milk ran a promotion which used teaser ads and live streams leading up to the unveiling of a giant Facebook like thumb, made out of Dairy Milk.The challenge was to increase Facebook engagement. Results showed an increase of 40 000 Facebook fans and more than 350 000 people who got involved. Challenge met.

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Monday Blues?What blues? when purple is with youDont worry my dear, your savior Cadbury dairy milk is here to rescue you!!!!#MondayBlues #Dairymilk #Cadbury

Caffeine Loading

Cadbury coffee the armour you need#Cadburycoffee #MondayBlues Mundane Mondays

No one loves me!!

No Monday i am there for you. A companion for all,Cadbury dairy milk!#CadburyDairyMilk #Compainion #MondayBlues

Step aside!This is a job only chocolate can doA Buddy who never leaves your side. Whom you can depend on#WorkDays #CadburyBuddy

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You can come out now, Monday is gone!I got your back! You can rely on me anyday! #TangyTuesdays #CadburylifeSaver

HA!! So we meet again! Mondays evil twin sister!

Stay back my friend! I will save you from tiring Tuesdays.#TiriingTuesdays #CadburySaviourTiringTuesdays

Famous Friends.

Classic friendPeppy chattyFriendPeppy, BubblyFriendClassy Trendy friendSecret sharingfriendWho among these is your friend.Choose the one who you want or choose them all

TemptingThursdaysYou cant keep your hands off me!

I am too tempting to avoid. I love it when I catch you looking at me #Temptation #TemptingThursdays

FreakyFridays

I am DARK I am PURE. I am all the Evil Black Magic you need#DarkChocolate #Bournville #DeathByChocolateI am your partner in crime. DARK and EVIL

ShinySaturdays

Ah! that glow in your eyes No, Makeup can make your face glow as I do.#CadburyGlow #ShinySaturdays

Dont worry no one will know you have illegal gold in your homeCBI wont arrest you for having me#CadburyGlow #ShinySaturdays

BubblySundays

Bubbling champagne??? Nah!! Your are more of a bubbling chocolate type personA friend who knows everything about you and your habits.#BubblyBuddy #CadburyBubbly

You make me feel all Bubbly#BubblyBuddy #CadburyBubbly

Halloween

Jack the joker nutThe witchs honey cauldronBarrels of strawberry blood The twin Devil

Thank you

Imc cadbury final

Marketing

Transcript of Imc cadbury final