Presenting before you

The most tempting product of all time

Commencement of prodigy

• The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948.

• The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.

• Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals.

Agenda Our Journey Creation of PAPPU Celebrity endorsements, Strategy The Media SWOT analysis Themes Pricing and Promotional offers Distribution Diwali Impact, The current scenario Some number Crunching The Battle Learnings

Our journey

• Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

• In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'.

• The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

• This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.

• In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments.

• More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success.

• The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media’.

• The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.

• Cadbury Dairy Milk - Meetha Neighbour(50 secs)Year: 2004

• Cadbury Dairy Milk - Meetha School(50 secs)Year: 2004

• Cadbury Dairy Milk - Pappu Pass Ho Gaya - Love(40 secs)Year: 2005

• Cadbury Dairy Milk - Paanch Rupiya - CoinToss(17 secs)Year: 2006

• Cadbury Dairy Milk - Radha Miss Palampur(45 secs)Year: 2006

• Cadbury Dairy Milk - Amitabh's Ghost(60 secs)Year: 2007

• Kuch Meetha Ho Jaaye – Cricket (45 secs) Year: 2008 • Cadbury Dairy Milk - Shots

(45 secs)Year: 2008

• Kuch Meetha Ho Jaaye - Is Diwali Ap Kisse Khush Karenge(60 secs)Year: 2009

• Kuch Meetha Ho Jaaye - Pay Day(50 secs)Year: 2009

In the year 2010

• Cadbury Celebrations - Raksha Bhandhan (50 secs)Year: 2010

• Cadbury Dairy - Shubh Aarambh(40 secs)Year: 2010

• CDM Silk - Dance Troupe(40 secs)Year: 2010

• CDM Silk - Conference Room(40 secs)Year: 2010

Pappu pass ho gaya

Creation of Pappu

• Background:Cadbury dominates the chocolate market in

India with a 70% share of the market. Cadbury Dairy Milk is its largest chocolate

brand which accounts fro a third of every chocolate bar consumed.

• The Task:In 2005 the task before Cadbury Dairy

Milk was to increase its consumer franchise.

The Strategy:

• The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or " muh meetha karna" moments.

• The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk.

• A campaign was built around the idea of how "pappu" celebrated passing his exams with Dairy Milk.

Celebrity endorsement

Cadbury India has launched a new television commercial for its Cadbury Celebrations Diwali gifting range. The exciting new communication featuring Mr. Amitabh Bachchan speaks of the appeal of chocolates as a special gift during Diwali to revive close friendships.

The Media

• A multi-media campaign was launched on TV, Internet, Radio and Outdoor

• The key was how do own the moment of " pappu passing his exams" in the media space

• An innovative tie -up with Reliance webworld was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed

The Domino Effect:

The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005.

Strength

Campaign penetrated both in the media as well as in social networking sites

Was representation of a common man depicted as pappu

Wide media coverage, more precisely through video

Celebrity endorserment by amitabh bachhan- No associated risks as he is everybody’s favorite

Weakness

Cadbury recently reduced the size of its moulded

chocolate range. ... while a new slickadvertising

campaign sets up a smoke screen to distract the

consumer. .... they lost due to the

epic fail changes they did to this once great brand

oppo

rtuni

ty • Amitabh bachhan’s appeal had a greater effect• Pappu became very famous• Diwali expected to have good TRP’s

• High cost involved

THREATS:

Themes for advertisement

Kuch meetha

ho jaye

Meetha hai khana aaj pehli tarikh hai

Shubh aarambh

Khane walo ko khane ka bahana chahiye

Pricing

and

Promotional

Offers

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.

Distribution

• The products were started in all circles by Cadbury at one go

• Cadbury campaign was in place with all distributors in super quick time

Diwali impact The ‘Cadbury Celebration range’ traditionally has

special festival packages for festivals like Diwali and Rakshabandhan. Since its launch in 1992, it has established its special place during these festivals. In order to extend the repertoire of chocolate gifting beyond festivals, Cadbury India later announced the launch of its all-year-round gifting packs. The all-year-round range also features a selection of stylish new packs available in “Nutbutterscotch”, “Caramel”, “Almond Magic”, “Cashew Magic” & “Raisin Magic”. The range is priced between Rs 145 & Rs. 155 and will be available in all premium retail outlets across major towns in India

The battle

The major competitors are Nestle & Ferrero Rocher,

Current scenario• The total confectionery market is valued at Rupees 41 billion with a volume turnover of about 2,23,500 tonnes per annum. The category is largely consumed in urban areas with a 73% skew to urban markets and a 27% to rural markets.

• Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for 18%, Gums and Mints and lozenges are at par and account for 13%. Digestive Candies and Lollipops account for 2.0% share respectively.

Current scenario• Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery segment has declined by 19%.

• Cadbury with Dairy Milk, Perk Gems, 5 Star,Celebrations, Bytes, Dairy Milk Eclairs, Eclairs Crunch, Mr. Pops and Halls brands is a key player in the chocolate, eclairs, lollipops, and mints segments.

Some Number Crunching• Cadbury Dairy Milk emerged as

the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.

• During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to the front.

LearnIngs

A emotional touchy ads can make good impact

Concept is important Expensive Brand

Ambassadors could be very effective

Retro theme and set up. Ads more relate to

common man simple , sweet n easy to

understand

Happy

Munching