Imc Final

CADBURY DAIRY MILK
SUBMITTED BY:
Rezwan Reza Khan
Manoj Yadav
Introduction..
 Dairy Milk is a brand of chocolate bar made by Cadbury.
 Introduced in 1905, but it came to India in 1948.
 Today it has five company owned manufacturing facilities at

Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and
Baddi (Himachal Pradesh) and four sales offices.
 Dairy milk alone holds 30% value share of the Indian

chocolate market.
VARIANTS OF
CADBURY DAIRY MILK…
QUICK FACTS
 Cadbury Dairy Milk is sold in over 30 countries across the globe.
 A bar of CDM is sold around the world every 2 seconds.
 Every year enough CDM is sold to wrap the world 4 times.
 Besides Cadbury Dairy Milk, Fruit & Nut and Whole Nut are two of the best loved
varieties .
 The largest chocolate bar in the world - a giant block nearly 9ft high, 4ft wide and
weighing 1.1 tonnes - was made by Cadbury Dairy Milk in 1998.
Different Campaigns
Campaign: Real Taste of Life
Target : just for kids' to the `kid in all of us‘

Campaign : ‘Khanewalon ko khane ka bahana
chahiye’.
Target: widening chocolate consumption

among the masses
Campaign: ‘kuch meetha ho jaye’.
Target: To associate Cadbury with celebratory

occasion.
Sub Campaigns
 pappu pass ho gaya
 Miss Palampur
 Aaj Pehli tarikh hai
 Shubh Arambh
CADBURYINDIA
IMC Plan for
“kuch meetha ho jaaye”
 Advertisement
 Sales promotion
 Public Relations
1. ADVERTISEMENTS
1. TV commercials
2. HOARDINGS
3. MAGAZINES
4. INTERNET
TV COMMERCIALS UNDER
“KUCH MEETHA HOJAYE CAMPAIGN”
 1. KUCH MEETHA HOJAYE

 2. PAPPU PASS HOGAYA
 3. MISS PALAMPUR
 4. AAJ PEHLI TAARIKH HAI
 5. SHUBH AARAMBH
KUCH MEETHA HO JAYE (2004)
 The biggest challenge for Cadbury to reinstate faith of
consumers after the worm controversy.
 “Post controversy, approached Amitabh Bachchan to calm the

nerves..
 Hence the Kuch meetha ho jaaye campaign was introduced.
 Projected chocolates as a substitute to mithai (sweets) and

cheered people to have chocolate on every joyous occasion.
RECENT:
Campaign : “Kuch Meetha Ho Jaye” in the end of 2004.
Target: To associate Cadbury Dairy Milk with celebratory
occasions.
PAPPU PASS HO GAYA (2005)
 Targeted for youngsters
 Has became part of street language. “It has been adopted by consumers
to express joy in a moment of achievement/success.”
 Associated with little joys of life. The campaign urged people to

celebrate every little happiness in their life with a chocolate.
 Won silver for ‘the best integrated marketing campaign’ and gold in
the consumer products category at the EFFIES 2006.
 Bagged a Bronze Lion at the prestigious Cannes Advertising Festival

2006 for ‘Best use of internet and new media”.
RECENT:
Campaign : “Pappu Pass Ho Gaya“ in 2005.
Target: It has become part of the street language. It has been
adopted by consumers to express joy in a moment of achievement
success.
MISS PALAMPUR (2006)
 Miss Palampur clearly targeted at hinterland (INTERIOR OF

INDIA).
 Focused on Adults and values, like SACRED COW
 Campaigns aimed at rural India did fare well
 The share of Cadbury increased by more than 20% in rural India.
 The brand further strengthened its positions with the core audience.
RECENT:
Campaign : “Miss Palampur” in 2005-2006.
Target: Focusing on adults. The potential market in rural

area was targeted.
AAJ PEHLI TARIKH HAI (2009)
 Pehli taarikh hai campaign is on the working class of the
country”.
 ‘Pehli taarikh hai campaign highlighted the celebratory

occasion of payday, which is an important event in the life of
every middle-class Indian.
 Is a clever occasion-based association which allows for the

brand to be recalled in the right context, every month,”
MORE RECENT:
Campaign : “Aaj Peheli Taarikh Hai” in 2009.
Target: To celebrate Pay Day / Salary Day.
SHUBH AARAMBH (2010)
 Core target group, consumers in the age group of 15-35 years
 Specifically, there is a shift from the notion of celebrating

happy occasions with chocolate to the concept of anticipating
the occurrence 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.
MORE RECENT :
Campaign : “Shubharambh – Kuch Meetha Ho Jaye” in 2010.
Target: To start with any new thing.
2. INTERNET MEDIA
 Launched its website www.cadburyindia.com.
 Interactive site www.meethamoments .com, making cards etc.
 Community on social networking sites .
 Advertisments on different web sites.

MAGAZINES
CONTINUE
Many articles about CDM in magazines like
TEHELKA
 Ads of “Pehli Tarikh hai” given in magazines

HOARDINGS
1. Hoardings to attract customers

2. Catch attention of kids very easily
3. Make a person urge to buy.
SALES PROMOTION
Sales promotion includes many kinds of incentives
and techniques designed to produce immediate or
short-term sales or to increase the sales of products..
Cadbury dairy milk is involved in two types of sales
promotion activities:
1. Consumer oriented sales promotion.
2. Trade oriented sales promotion.
Consumer oriented sales
promotion
Sales promotions targeted at the consumer are called
consumer sales promotions.it includes,
 Sampling,
 Combo offer,
 Consumer contest,
 Quantity deal,
 Inproduct gifts,
 Coupons etc…………
Trade oriented sales promotion
Sales promotion targeted at retailers and
wholesale are called trade sales promotions.It
includes,
 Dealer contest,
 Display contest,
 Point of sale material,
 Dealer gift,etc……
Sales Promotion activities
by Cadbury dairy milk
1.Quantity Deal
2.Combo offer
3.Consumer Contest
4. Point of sale material
Quantity deal
Cadbury offer discounted schemes under customer

oriented sales promotion strategy to increase the
sales of product like……..
“More to share”-it offers 250 g pack of
chocolate at the cost of 200g pack and offer 50g
extra to their customer.
Combo pack
Cadbury also offer combo pack scheme during

the festival season like-Diwali and Rakhi.
 It increases the sale of company
 Benefited to customer by offering value added
product
Consumer contest
Cadbury also organised many contest
to get attraction and to increase the
intraction with the customer.
www.meethamoments.com
include many competition for
consumer like..
Story writing
What is next?
Painting competition etc.
Point of sales material
1. Visicoolers: visicooler serves the need
for cooling while still maintaining the
visibility of the product.
2. 2. Jars: These are provided to small

outlets, where they are prominently
displayed.
Public Relation
Sponsor
Product publicity
Press release
Special event
Sponsorship
The brand has tied up with the

popular TV show, Kaun Banega
Crorepati (KBC) 4 and is the key
sponsor for it.
 TCC tropic of cancer foundation

Product Publicity
Tie-up with Reliance India Mobile
service.
CDM has tied up with BSNL's Missed

Call Alert scheme.
The brand plans to tie up with

marriage and job portals.
Tie up with Indian Railways for

branding on tickets.
Press release
Cadbury India celebrates story of

the ‘Purple Reign’
Cadbury's Purple Reign: The Story

behind Chocolate's Best-Loved
Brand launched in India
Special Event
 Cadbury also organized the international youth

festival in 2006.
Conclusion
Successfully re-establish the brand in different classes
Important and ongoing campaign after the 2004 worm
controversy.
Many variations in this campaign helped in targeting the

different socio economic class of people.
 Cmd very effectively used the various tools of IMC and

The Kuch meetha ho jaye campaign also went on to win Silver
•
for The Best Integrated Marketing Campaign and Gold in

the Consumer Products category at the EFFIES 2006 (global
benchmark for effective advertising campaigns) awards.
Thank
You…

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CADBURY DAIRY MILK

 Introduced in 1905, but it came to India in 1948.

 Today it has five company owned manufacturing facilities at

 Dairy milk alone holds 30% value share of the Indian

 A bar of CDM is sold around the world every 2 seconds.

 Every year enough CDM is sold to wrap the world 4 times.

Campaign: Real Taste of Life

Target : just for kids' to the `kid in all of us‘

Target: widening chocolate consumption

Target: To associate Cadbury with celebratory

 pappu pass ho gaya

 Aaj Pehli tarikh hai

 1. KUCH MEETHA HOJAYE

 “Post controversy, approached Amitabh Bachchan to calm the

 Hence the Kuch meetha ho jaaye campaign was introduced.

 Projected chocolates as a substitute to mithai (sweets) and

 Associated with little joys of life. The campaign urged people to

 Bagged a Bronze Lion at the prestigious Cannes Advertising Festival

 Miss Palampur clearly targeted at hinterland (INTERIOR OF

 Focused on Adults and values, like SACRED COW

 Campaigns aimed at rural India did fare well

 The share of Cadbury increased by more than 20% in rural India.

Target: Focusing on adults. The potential market in rural

 ‘Pehli taarikh hai campaign highlighted the celebratory

 Is a clever occasion-based association which allows for the

 Core target group, consumers in the age group of 15-35 years

 Specifically, there is a shift from the notion of celebrating

 The campaign is aimed at consumers across sectors, and is

 Interactive site www.meethamoments .com, making cards etc.

 Community on social networking sites .

 Advertisments on different web sites.

 Ads of “Pehli Tarikh hai” given in magazines

1. Hoardings to attract customers

Cadbury offer discounted schemes under customer

Cadbury also offer combo pack scheme during

2. 2. Jars: These are provided to small

The brand has tied up with the

 TCC tropic of cancer foundation

CDM has tied up with BSNL's Missed

The brand plans to tie up with

Tie up with Indian Railways for

Cadbury India celebrates story of

Cadbury's Purple Reign: The Story

 Cadbury also organized the international youth

Many variations in this campaign helped in targeting the

 Cmd very effectively used the various tools of IMC and

for The Best Integrated Marketing Campaign and Gold in

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