The average company will compete for customer by conforming to his expectation consistently. But the winner will surpass them by constantly exceeding his expectation, delivering to his door step additional benefits which he would never have imagined . Cadbury offers such products.

The wide variety products offered by the company include:

Now consider individual brand for the detail analysis of their advertisement campaign:

1. CADBURY DAIRY MILK SHOTS :

AD I : year 2009

In these adv company is promoting Cadbury dairy milk 2 shots, as “ kuch mitha ho jaye” for every happiness in our life. As in these ADV the man got money from the thief , and got reward also.

AD II : 2009

In these Ad they show that , the boy when turn right he found one pillow, and when turn left found two pillow, so for two happiness , two shots of Cadbury dairy milk .

2. CADBURY BOURNVILLE:

AD I: 2009

In these adv Cadbury want to say that “Listen the sound, feel the aroma and Don’t just eat bournville just Earn It “. In these AD the butler say I don’t earn it so the piano fall upon him as punishment.

AD II: 2008

In these ad as the person say that he did not earn it, and got the consequences accordingly, so again in these AD also they stand on the same that you need to earn a bournville.

3. CADBURY LITE:

AD I: 2008

In these AD the man is looking for the rasogullas and thinking to have those, but her wife don’t allow her to do so, so Cadbury allow him to have sweet without sugar as Cadbury Lite.

4. CADBURY BUBBALOO

AD I: 2007:

In these ADV they want to promote bubbaloo as juicy chewing gum, as the children came there to do boating, but water was not there, but as they eat bubbaloo , and they get the water to boat, that shows that if you chew bubbaloo you can feel the juices inside.

AD II: 2008:

In these ADV they introduce two flavor of bubbaloo strawberry and mixed fruit.

AD III: 2010 Bubbaloo cool mint:

In these AD guys are playing and they get tiered , and they try Bubbaloo cool mint and they get freshed with the sea water . As they launched Bubbaloo cool mint.

5. GEMS:

ADI: PARROT- MASTI KE RANG: 2004

These ADV shows basically the different colours of Gems . As with gems we can colour a Parrot.

AD II: CADBURY FRUITY GEMS-PHAL KHAO MASTI MANAO: 2006

These ADV basically shows that Gems are available in different fruit flavor. So we can have Gems when we want to have fruit.

ADIII: CADBURY LUP : 2007

In these adv a magican make every thing small, so he make Gems also small, Now gems are available in Re 1/-.

AD IV: CADBURY FRUITY GEMS : 2007

Here they introduced power ranger card free with fruity gems, so that you can read and become smart .

AD V: GEMS-PLANET SHUBRU: 2008

Making these Ad shows the presence of gems in market, where few children make fun of a scientist, by showing him the colourful gems onto his telescope, and he think he discover a new planet called shubru planet.

AD VI: GEMS CHAIR POP: 2009

Here they show colourfull panda, as they are eating colour full gems, so these also shows their presence in the market.

AD V : GEMS-SURPRISE: 2010

Here they are offering BENTEN toys along with the GEMS.

6. DAIRY MILK ECLAIRS:

AD I: CADBURY DAIRY MILK ECLAIRS- DONATIONS: 2006

Here the girls are asking donation for ladies hostel fund, and the boys donate after having the éclairs as the dairy milk is inside the éclairs .

ADII : CADBURY DAIRY MILK ECLAIRS CRUNCH: 2006

Here they increase the product line by adding crunch. Now there are two éclairs now the normal one and the crunchy one.

ADIII: CADBURY DAIRY MILK ECLAIRS: 2007 and ADIV : ECLAIRS CRUNCH : 2007

Both are the Ads of new year just to show the presence in the market.

ADV: CADBURY DAIRY MILK- ECLAIRS : 2009

Here they present éclairs as “ mitha bomb” as it blast chocolate inside you.

7. PERK:

ADI; ADII; ADIII

These three ADV says that “ bore ho to muh chalao” CADBURY perk khao.

ADIV ; ADV; AD VI

These three ADV says that perk is new, crunchy and tasty. “ perk khao, baki sab bhula do”.

ADVII; AD VIII;AD IX

In these ADV they say that “ life atak jaye take it lightly”, Cadbury light .

ADX: PERK WITH GLUCOSE ENERGY-2010

In these ADV they show a boy , who can stay energetic for the whole day , having just only a perk, as perk contains glucose. Here they target the young busy urban boys.

8. TEMPTATION:

Both these ADV says that TEMPTATION is” too good to share”. But in both these Ads the partners cheat each other and try to have temptation individually.

9. CADBURY CELEBRATION :

The above Ads we can cluster them together, as in all Cadbury bring a new concept of celebrating occasions with Cadbury . It may be Diwali, may be Rakhsha Bandhan, etc.

10. CADBURY BITES :

In above three Ads , they show bytes as “wafer ka swad and ander cream ta taste” isliye bytes jahan public wahan.

By these Ads they position bytes as meetha snacks, which is not namkeen as” har snacks namkeen nahi hota” .

11. HALLS MENTHOLYPTUS:

In all above Ads they present Halls as “ Mentholyptus ka asar, thandi sas ka blast”.

12. CADBURY 5 STAR:

AD I: JHONNY JHONNY : 2004

In these Ads CADBURY present 5 star as “ so soft that it melts in your mouth”.

AD II : CADBURY 5 STAR CRUNCHY ARREY :

Here they add crunchies to 5 star, and while eating the boy get surprise with those crunches.

AD III; AD IV; AD V: CADBURY 5 STAR- JO KHAYE KHO JAAYE: 2007;2008;2009

Here they are try to convey the message that CADBURY 5 STAR is so delicious that “ Jo Khaye Kho Jaye” so have it full if you have it half then half of you will get vanish.

AD VI: CADBURY 5 STAR FRUIT N NUT –CLASS ROOM :2010

These Ads basically launches to show the existence of of the fruit n nut in 5 star, as when teacher ask for milk, fruit, nut, so they told that these are under 5 STAR.

AD VII: CADBURY 5 STAR- JO KHAYE KHO JAYE- 2010

Here in these ADVs the guys recall each other and after having 5 STAR they again forget each other. These is again basically an Ads which make recall of the slogan “ JO KHAYE KHO JAYE “.

13. BOURNVITA:

AD I; ADII; ADIII: CADBURY BOURNVITA- KARATE, DANCER, BATTING WORRIES :2003,2003,2005:

Here in this Ads CADBURY want to say that , if you have the confidence in you then CADBURY Bournvita will add all nutritious required , so that you can easily achieve your goal in life.

AD IV : CADBURY BOURNVITA- 5 STAR MAGIC: 2006

In these Ads CADBURY send a message that , CADBURY BOURNVITA is now available with the taste of 5 STAR. So now it is much more tastier.

AD V; AD VI; ADVII;ADVIII;AD IX : CB SWIMMING; CB MAGICIAN; CB JOCKEY ; CB CONFEDIENCE CHAMPIONS ; CB GO KARTING CHAMPIONSHIP: 2006

Here in all this Ads CADBURY want to say that , if you have the confidence in you then CADBURY Bournvita will add all nutritious required , so that you can easily achieve your goal in life.

AD X; AD XI: CADBURY BOURNVITA 5STAR MAGIC: 2007

Once again shows its existence in the market, Cadbury with the magical taste of 5 star.

AD XII: CADBURY BOURNVITA SUMMER ARREST : 2008:

These is the ads published , focusing on the season – Summer. Here they show that bournvita is a cool health drink .

AD XIII: CADBURY BOURNVITA- NATURE AND SCIENCE : 2009

Using these Ads , CADBURY wants to compete with the changing technology , as they show that new bournvita contains both the traditional along with the scientific products. That is why they call it as Cadbury Nature and science.

AD XIV : CADBURY BOURNVITA : BRAND POWER : 2009

To gain the trust of the customer and to retain them, Bournvita uses the help of brand power , so as to gain the trust of the customer.

AD XV: CADBURY BOURNVITA Li’L CHAMPS:2009

Here they use the face of the brand sport “ Sania Mirza”. Here they target both the consumer and the purchaser, “ mother and the child”. They conveyed the message that if you want your child to be like Sania Mirza then start bournvita health drink.

14. CADBURY DAIRY MILK :

AD I; AD II CADBURY DAIRY MILK- MEETHA SCHOOL; Meetha Neighbour : 2004:

Since its inception, CADBURY place its DAIRY MILK brand as the replacement of the sweets, with its famous tag line as “kuch mitha ho jaye”. In these Ads they shows various situation as the reason for having Cadbury dairy milk.

AD III; AD IV: CADBURY DAIRY MILK: PAPPU PASS HO GAYA(LOVE/EXAM): 2005

It is one of the well known campaign of Cadbury dairy milk, in both these Ads they present two situation where Pappu came out to be a winner , to celebrate they present dairy milk as sweet as “ kuch mitha ho jaye”.

AD V; AD VI: Cadbury paanch rupiye coin toss/DUKAAN: 2006

They introduced the small pack of Cadbury dairy milk with Rs 5/-.

AD VII: RADHA MISS PALAMPUR: 2006

These is again one well known Adv , where they produce a hypothetical situation where Miss Radha won the tag of palampur, so as a sweet you can use dairy milk.

AD VIII: Amitabh’s ghost : 2007, 2008

Here they show the recall value of Cadbury dairy milk, as Amitabh recall dairy milk brand while listening to the word sweet from his driver.

AD IX: KUCH MITHA HO JAYE – PAY DAY: 2009

They again give one more reason to celebrate , as the day when we get our salary , we can celebrate it for that they have the famous slogan as, “Meetha hai khana aaj paheli tarik hai”.

AD X: IS DIWALI AAP KISSE KHUSH KARENGE : 2009

The concept of Cadbury’s new Diwali campaign is to seed the thought of sharing and bringing happiness to people’s lives, through the message “Iss Diwali Kyun ka kuch Mithas ho jaye”. So be it a simple act of kindness or taking the effort to fulfill cherished wishes, Cadbury hopes to motivate thoughts and behaviour that bring a smile. The main focus of the TVC is to awaken & inspire people to appreciate those people around them who contribute a lot to their lives but whose efforts they rarely recognize and reciprocate.

AD XI: CADBURY DAIRK MILK SILK : 2010.

“ Kiss me close your eyes , miss me close your eyes” The famous slogan for Silk. Here they are trying to saw that you will forget all your important work while enjoying Dairy milk Silk.

AD X: SHUBH AARAMBH: 2010:

This campaign is based on the concept of the Indian tradition of havingsomething sweet before every auspicious occasion, with the belief that it leads to a favorable outcome. Over the years, CDM has been a special part of every Indian's moments of happiness, joy and celebration. This year, for the first time ever, CDM urges consumers to also enjoy their much loved chocolate before embarking on an important task, in anticipation of a successful outcome.

ADXI: CADBURY CELEBRATION –RAKSHA BHANDHAN: 2010:

As in INDIA we have the custom of giving gift to our sister in rakhsha bhandhan as shagun. So Cadbury bring its celebration brand for this purpose.