CADBURY (DAIRY MILK)

SUBMITTED TO Mr Girish Mude

SUBMITTED BY:

Pawan Kumar Singh (10MMM006) Shashank Shekhar Shukla (10MMM013)

Introduction..
Cadbury is established in Birmingham, UK by John Cadbury in 1824 The journey of Cadbury Dairy Milk started in 1905 at Bourneville, U.K. Journey with chocolate lovers in India started in 1948. Cadbury India began its operations with importing the chocolate and then

repacking it before distribution in Indian market.

Today it has five company owned manufacturing facilities at Thane, Induri

(Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and four sales offices.
Cadbury Dairy Milk as Gold standards for chocolate in India. Today Cadbury Dairy Milk has 30% share of 70% of Indian Chocolate

Market.

IMC Plan for Cadbury Dairy Milk

Advertisement Sales promotion Public Relations

dvertisements
Campaign : The Real Taste of Life with the girl dancing on the cricket field. (Early 90s) Target : The message given by this campaign was Cadbury Dairy Milk is for Enjoyment This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.

uring Late 90s : ampaign : Khanewalon Ko Khane Ka Bahana Chahiye

Target : Widening chocolate consumption among the masses. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments.

ampaign

Kuch

Meetha

Ho

Jaye

in

the

end

of

2004.

Target: To associate Cadbury Dairy Milk with celebratory occasions.

FTER CRISIS: ampaign : Dont Worry Be Happy in 2004. arget : Bringing Amitabh Bachhan as brand ambassador helped to gain trust of the people with the new Purity Sealed pack of Cadbury Dairy Milk after crisis situation.

ampaign

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.

ECENT: ampaign : Miss Palampur in 2005-2006.

Target : Focusing on adults. The potential market in rural area was targeted.

ORE RECENT: ampaign : Aaj Peheli Taarikh Hai in 2009.

Target : To celebrate Pay Day / Salary Day.

ampaign

Shubharambh

Kuch

Meetha

Ho

Jaye

in

2010.

Target : To start with any new thing.

Sales Promotion activities by Cadbury dairy milk

Quantity Deal Combo offer Consumer Contest 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

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 organized many contest to get attraction and to increase the interaction with the customer. www.meethamoments.com include many competition for consumer like.. Story writing, What is next?, Painting competition etc.

Point of sales material

Visicoolers : visicooler serves the need for cooling while still maintaining the visibility of the product. Jars : These are provided to small outlets, where they are prominently displayed.

Public Relation

Sponsor Product publicity Press release Special event

Sponsor
The brand has tied up with the popular TV show, Kaun Banega Crorepati (4 & 5) 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

Than k