Dairy Milk Case Based Assignment

Brand Management

11/9/2016

Submitted By:

Rupali Singh PGFA1543

Abhi Tomar PGFA1503

Submitted To:

Prof. Rajesh Elhance

Question 1: As a brand manager of Cadbury Dairy Milk, you have been asked to change the consumer’s perception about eating chocolate on regular basis. What recommendation would you make?

Answer 1: We would recommend going with:

PATHOS: Emotions ETHOS: Cultural

That is being used by the company to attract customers and position accordingly.

Ethos by showing Emotional strength of relations in Indian families for e.g.: In their previous advertisement they portrayed father and son relationship and also in festival season using festive spirit to maintain strong relationship with customers such as in Rakshabandhan Brother and sister relation as well by using “kuch meetha ho jaye” concept to connect with customers by using chocolates replacing sweets.

Pathos by relating with different cultures of India. In India different cultures need different products for e.g. South Indians prefer more bitter taste chocolates in comparison to North Indians so they are currently trying to diversify in all customer segments of India as they have launched “Bourneville” to serve south origin customers.

We would like to suggest that they can add some more facts of health to attract more customers who are health conscious and people who have less knowledge about the advantages that we can get from chocolates:

LOGOS: Facts =.> That can be helped by using facts and figures for e.g. For Bourneville and Fruit and nut dairy milk they can use:o Dark chocolate reduces the risk of heart disease.o It improves blood flow.o Reduces Weight.o Nuts are helpful to maintain strength and shaping the body etc.

By showcasing these type of facts or concepts in their advertisement they can improve their image of brand and connect and maintain relationship with customers more easily and effectively

Question 2: Most celebrities act in the capacity of persuasive role models and, that too, they usually appear in television commercials. Discuss the effectiveness of deploying a celebrity such as Amitabh Bachchan as its brand ambassador.

Answer 2: 20% of all celebrities in India are endorsed by celebrities. In a research it shows that endorsement results in more favourable achievements, ratings, brand evaluation and can have substantial positive impact on financial returns of the company’s success of celebrity endorsement to-

Celebrity Performance : It refers to the achievement of a celebrity in their chosen, a profession when a celebrity fails to perform acceptably, as defined consumers, a celebrity endorsement effectiveness levels to decline.

Celebrity Credibility : Subjects exposed to a source perceived as expects exhibit more agreement with the source recommendation then did those exposed to a source with low expertise.

Celebrity Trustworthiness : Miller and Basheart found that a highly opinionated message from a highly trustworthy communicator produces an effective attitude change while non-trusted communicators impact proved immaterial.

Celebrity Attractiveness : The model suggests that the attractiveness of any source is determined by the communication receiver’s perception of the sounds similarity, familiarity and likability.

Question 3: Do you think the campaign “Real taste of Life” would be effective in the Indian Rural Market? Discuss.

Answer 3: “The Real Taste of Life” can be effective in Rural Market as well.

Previously they broke barriers by this campaign such as perception that the chocolate is only for kids which was rectified by their advertisement:

Indian Young girl dancing on occasion of Indian Cricket Team winning a match and eating Dairy milk chocolate to celebrate.

One more advertisement “Khane walo ko kahne ka bahana chahiye” ensured by these advertisements adults can also have chocolates.

Other advertisements kuch meetha ho jaye or pappu pass ho gya also relatesus to rural market as:

It connects to emotions and festive season greeting by replacing sweets as festivals are celebrated in India everywhere in urban as well as rural sector.

They are also introducing low priced products and also combo’s to attract every type of customers.

They are not targeting people but their feelings and it relates to every type of people.

So it can be successful in any type of Indian Market in our opinion.