By- Nalin & Darpan

•Cadbury is a British multinational Confectionary company owned by Mondelez international.

•It is second largest confectionary brand in the world after Wrigley’s.

•founded by- John Cadbury

•Year of foundation- 1824

•Headquarters- Uxbridge, United Kingdom

Cadbury

Founded – 19 July 1948Headquarters – Mumbai Cadbury India is a subsidiary of Mondelez InternationalOn 21st April, 2014 Cadbury India limited has changed its name to Mondelez India Foods limited.

Cadbury India Limited

Contd…

Cadbury India operates in 5 categories- Chocolate confectionary, Beverages, Biscuits, Gum and Candy

Products- Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Éclairs, Tang, Oreo, Hall, Dairy milk silk, Cadbury dairy milk shots, Cadbury fruit n nut, Bournville, etc….

Mission

Cadbury’s mission statement says simply: ‘Cadbury means quality’; this is our promise. our reputation is built upon quality; our commitment to continous improvement will ensure that our promise is delivered.

Vision

The barrow Cadbury Trust’s vision is of a peaceful, equitable society, free from discrimination & based on the principle of social justice for all.

Tag lines

Dairy milk is for enjoyment Asli swad zindagi kaKhanewalon ko khane ka bahana chahiyeKuch meetha ho jayePappu pass ho gayaShubh ArambhDil jo keh raha h suno

India is the world’s largest market for chocolates.

Indian chocolate market worth- Rs 5562 crore

67% of Indian chocolate market is captured by Cadbury

India’s chocolate Market

Advertisements of Cadbury

Analysis

Tag line: Asli swad zindagi ka

Through this advertisement company has focused on all segments of market i.e. kids, teenagers, youth, salaried persons, athletes, officers, old people, etc…..

The advertisement depicts imagery, emotions, moments of togetherness & personal touch.

Analysis

Advertisement agency- O&M (Ogilvy & Mather), Mumbai

Main focus: Hindu family and tradition of enjoying sweet after meal.

The advertisement was very well placed in minds of audience due to the Indian scenario of having something sweet after their meal.

Analysis

Advertising agency- O&M, MumbaiTag line- Shubh Arambh

Relevance- coming to basic ideology of brand positioning tactics of Cadbury just to say Sweetness= celebration= happy= Enjoyment. Ad seems to be relevant.

Acceptance- Ad was widely accepted as being in the nation where people share happiness with sweets. Sweet has been a symbol of joy. And in this ad it has been very well depicted.

Analysis

Advertising agency- O&M, Mumbai

Tagline- Dil jo keh raha h suno

Main message- To find ‘Real us’- the side which is buried for others but alive deep in our hearts.

Encouragement is made by Cadbury to listen to our heart.

360 degree marketing plan was used by company to promote the theme of “Joy in Snow”.

Promotional Campaign

Purpose of this print was to:

To Generate curiosity in minds of people.

To Attract more and more customers towards Cadbury.

Ad Campaign Video

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MEDIA PLAN

MEDIA PLANNING

Media Planning refers to the selection of various media vehicles in order to propagate the promotion campaign of the company in order to spread awareness and to increase the sales of the company.

Media Planning would be considered differently for different purposes, the expenditure would vary based on selection of different media vehicles.

Media Selected1). Digital Media a). Television advertisements b). Radio Advertisements 2). Print Media a). Magazines b). Bus Panels

Corporate Social Responsibilities2% of Net Profits will be used for CSR activities

Sponsoring Quiz showsKBC on Sony Bourn vita quiz

Customer feedbackToll free number- 1800 22 7080Email- suggestions@cadburyindia.com

Other Media

Target Audience- Focus is on Every segment.

Message- Celebrate your Victory with Cadbury

Area- Delhi, Haryana, Chandigarh & Punjab

Media Objective- 1). Reach 60% of target audience within next 3 months2). Heavy advertisements in tournaments in next 1 quarters.

MEDIA PLAN

Frequency of Advertisements

Television ads- 12 times/day and maximum in prime time (7 pm – 11pm ) on channels having maximum TRP.

Radio ads- 2 ads/hr in prime time on Radio mirchi, red fm, big fm.

Magazines- full page advertisement in The week, Reader’s Digest, The Outlook & India today for 3 months

Bus Panels – in Delhi and Chandigarh for 1 Quarter.

Estimated Budget for TV Advertisements

10 second 20 second 40 second

1 ad/day 3 lakhs 6 lakhs 12 lakhs

12 ad/day 36 lakhs 72 lakhs 144 lakhs

Estimated exp. For 1 quaters

32.4 crore 64.8 crore 130 crore

Radio Ads - Radio ads- 12 ads/day (2 ads/hr) in prime time on Radio mirchi, red fm, big fm.

Cities

Channel

Delhi Chandigarh

Radio Mirchi(10 second)

171000 -

Big Fm(10 second)

60000 36000

Red Fm(10 second)

66000 -

Radio Telecast Exp.Delhi expenditure 3 lakhs/week for prime time 2 ads / hr.Chandigarh Expenditure 36000/week for prime time 2 ads/hr.Net expenditure 41 Lakhs for 3 months

Estimated Budget for Print Media

A. MAGAZINES - Magazines- full page advertisement in- Reader’s Digest, Famine, The Week , India today, The Outlook edition for 3 months

Full page print expense- 5 lakhs/page for one edition .

Estimated expense- 75Lakhs for 1 Quarter

Bus Panels

Chandigarh- 16000/month for one busBuses taken-50Expected Expenditure- 25 Lakhs

Delhi- 20000/month for one busBuses taken-50Expected Expenditure- 30 Lakhs

Net expenditure- 55 Lakhs for 1 Quarter

Any Query ???