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 Headquarters- Uxbridge, United Kingdom Cadbury

 Founded – 19 July 1948  Headquarters – Mumbai  Cadbury India is a subsidiary of Mondelez International  On 21 st 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 DDairy milk is for enjoyment  Asli swad zindagi ka KKhanewalon ko khane ka bahana chahiye KKuch meetha ho jaye PPappu pass ho gaya SShubh Arambh DDil 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, Mumbai Tag 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

Print Advertisement for Magazines

Print Advertisement for Magazines

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 Selected 1). Digital Media a). Television advertisements b). Radio Advertisements 2). Print Media a). Magazines b). Bus Panels

Corporate Social Responsibilities  2% of Net Profits will be used for CSR activities Sponsoring Quiz shows  KBC on Sony  Bourn vita quiz Customer feedback  Toll free number  - 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 months 2). Heavy advertisements in tournaments in next 1 quarters.

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 second20 second40 second 1 ad/day3 lakhs6 lakhs12 lakhs 12 ad/day36 lakhs72 lakhs144 lakhs Estimated exp. For 1 quaters 32.4 crore64.8 crore130 crore

Radio Ads - Radio ads- 12 ads/day (2 ads/hr) in prime time on Radio mirchi, red fm, big fm. Cities Channel DelhiChandigarh Radio Mirchi (10 second) Big Fm (10 second) Red Fm (10 second)

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 /month for one bus Buses taken-50 Expected Expenditure- 25 Lakhs Delhi /month for one bus Buses taken-50 Expected Expenditure- 30 Lakhs Net expenditure- 55 Lakhs for 1 Quarter

Any Query ???