CADBURY DAIRY MILK CHOCOLATES

How Celebrity influences and changes consumer perception

Group 5

1. As a brand manager of Cadbury Dairy Milk, you have been asked to change the consumers perception about eating chocolate on a regular basis. What recommendations would you make?

CONSUMERS PERCEPTION ON REGULAR CHOCOLATE EATING -Dental problems

Consumption of chocolate may increase the risk of dental health problems. Regular intake of chocolate can cause tooth discolouration. -Other Problems Chocolate is widely perceived to cause migraines, acne and obesity. High Blood pressure, diabetes etc.

RECOMMENDATIONS
Studies prove that cocoa content may be helpful in protecting against cardiovascular disease, improved cholestrol, increased platelet activity ,so these studies can help in busting the myth that regular chocolate eating is not safe for health. This can be done by getting certifications from competent authorities to boost consumer confidence. A celebrity campaign can be launched to reposition it as a brand not only for special occasions but also as a chocolate in whatever we do. For every thing you do there is a Dairy Milk for you.

Target customers who have health problems-Cadbury can launch sugar free chocolates for diabetic people.

Cadbury can be advertised as a chocolate used as a substitute of desserts after daily meal. For addressing the belief that regular consumption of chocolates causes dental problems an advertisement can be launched where the dentist himself prescribes Dairy milk on regular basis due the various advantages of chocolate consumption. This should be backed by proper research that regular consumption does not play a role in dental problems if proper care is taken.

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.

How Celebrity Endorsement helps?

Enjoying public recognition Credibility, trust and association with the brand

Increases awareness of the brand Easy recall for the customers Values of the brand and image of the brand clearly highlighted and grasped by the consumers

Amitabh Bachchan as a Brand Ambassador

Perfect Personality who can transmit a perfect message and help in regaining lost trust ( Worm infested packets) Both have gone through testing times and have overcome them with their love and trust for the people Renowned celebrity in entire India Rural &urban For all the age groups Non controversial image Promoted Cadbury as a medium to celebrate, bringing smiles and spreading happiness