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Marketing ManagementII
Assignment
A Marketing Project On CadburysDairy Milk
Under Guidance of : Dr. Saji K.B. Nair
Submitted By: Group No. 1
Sl. No.
Roll
No. Name
1 50001 Abhijit Roy Chowdhury
2 50003 Aniketna Kriti3 50004 Anjali Sinha
4 50005 Ashish Kumar Bharti
5 50016 Kajal-2
6 50034 Ravindra Kumar
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Acknowledgement
Marketing is a very diverse and vast area is in itself. It would not have been
possible without proper guidance and support. We had a golden opportunity t have
Dr. Saji. K.B. Nair as a mentor for this project.
Our project on marketing is an output of discussions, meetings,
ideas and thoughts. Our respondents and resources available at CIMP proved to be
an incomparable source of information.
Our parents and elders were there to support us ethically without which we would
have been on square one.
Thanking all,
Group1
Abhijit Roy Chowdhury50001
Aniketna Kriti50003
Anjali Sinha - 50004
Ashish Kumar Bharti50005
Kajal Parmar50016
Ravindra Kumar50034
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Introduction
Company profile
Cadburyis a British confectionery company owned by Mondelz International
Inc. and is the industry's second-largest globally after Mars, Incorporated . With
its headquarters in Uxbridge, London, England the company operates in more than
50 countries worldwide.
The company was known as Cadbury Schweppesfrom 19692008 until its
demerger, in which its global confectionery business was separated from its USbeverage unit (now called "Dr. Pepper Snapple Group).
Cadbury India began its operations in India in 1948 by importing chocolates. It
now has manufacturing facilities in Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices in New
Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in
India. For over two decades, Cadbury has worked with the Kerala Agricultural
University to undertake cocoa research.
Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India
operates in four chocolate confectionery, milk food drinks, beverage and candy &
gum category. Its products include Cadbury Dairy Milk, Bournville, 5-Star, Perk,
Gems, Eclairs, Bournvita, Celebrations, Bournville, Cadbury Dairy Milk Shots,
Cadbury Dairy Milk Silk, Halls, Tang and Oreo.
It is the market leader in the chocolate confectionery business with a market shareof over 70%.The Brand Trust Report, India Study, 2011 published by Trust
Research Advisory ranked Cadbury in the top 100 most trusted brands list.
Cadbury India will soon launch parent Mondelezs legendary triangular Swiss
chocolate brand Toblerone, to take on Italian brand Ferrero Rocher in the premium
chocolate market .
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CadburysDairy Milk
Dairy Milkis a brand of milk chocolate currently manufactured by Cadbury;
except in the United States where it is made by The Hershey Company. It was
introduced in the United Kingdom in 1905 and now consists of a number of
products. Every product in the Dairy Milk line is made with exclusively milk
chocolate.
Cadbury chocolate in June 1905, Cadbury made its first Dairy Milk bar, with ahigher proportion of milk than previous chocolate bars, and it became the
company's best-selling product by 1913.
George Cadbury Junior, responsible for the
development of the bar, has said "All sorts of names were suggested: Highland
Milk, Jersey and Dairy Maid. But when a customers daughter suggested Dairy
Milk, the name stuck. Fruit and Nut was introduced as part of the Dairy Milk line
in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was
the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass
and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher
milk content.
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Marketing Communication
Marketing communicationsare messages and related media used to communicate
with a market.
Marketing communications is the "promotion" part of the "marketing mix" or the
"four Ps": price, place, promotion, and product.
The specific mix of promotion tools that a company uses to pursue its marketing
communication objectives is called as Marketing Communication Mix.
The promotional mix has six major tools, they are:
Advertising:It is any paid form of non personal presentation and promotion of ideas by
any identified sponsors.
Sales Promotion:Sales promotionis the process of persuading a potential customer to buythe product.
Personal/ Direct SellingIt involves the selling by direct sales force appointed by the company. Direct
contact with the customer is very valuable for the company as it provides
accurate requirement and feedback from the customers
Public Relations & Publicity:Variety of programs used by marketer to positively affect the image of the
product and company is what to referred to as Public Relations.
Direct Marketing:
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When there is no intermediaries between end consumer and manufacturer,
this process is referred as Direct Marketing.
Events and Experiences1.Mission:1.1. Advertisement objectives (classification 1):
Since Cadbury Dairy milk is a well known product and has its reach in almost
every part of India, so advertising objective should be To Persuade and To
Inform
1.2. Advertisement objectives (classification 2):1.3. DAGMAR Approach:
Following the DAGMAR approach, the marketing communication objectives of
Cadbury India Ltd. can be divided into five category objectives, they are:
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Sl. NO. DAGMAR Approach Objectives Promotion Tool
1 Creating awareness
(a)Building company's
image
(b) Communicating Price
(c)Creating brandpreference Maintaing
awareness level
Banners
Posters
TV commercials
2 Creating Conviction
(a) Representing product as
best to ocassion
(b)Changing buyer's
perception of product
attributes
(c) Emotional attachments
TV Commercials
3 Creating Action
(a) Communicating
availability of product
(b) Increasing swtiching to
product
Sales Promotion
4 Removing Unawareness
(a) Communicating benefits
of the product
(b) Removing stereotype
regarding pricing
( c) Communicatingingredients
TV Commercials
Advertisements
Magazine ads
5 Creating Comprehension
(a) Communicating variants
available
(b) Communicating
symbols
TV Commercials
Hoardings/ Posters
Recommendation:
Since Cadbury targets to be the market leader in long run, it has to meet itsgeneric marketing objective, which can be achieved by increasing sales
volume and consequently sales revenue. For this, Cadburys marketing
communication needs to be aggressive and intensive.
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Since Cadbury Dairy Milk is FMCG product and is market leader it shouldadopt push strategyto increase sales volume.
Message Decision:
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Creative concept used by Cadburys Dairy Milk:
Most of the advertisement copies of Cadburys Dairy Milk revolves around a
theme, basically the quality, occasional need, substitute to sweets, emotional
attachment.
Its advertisement copies (specially the videos) are attention grabbing, as they make
it simple, depicting the love and affection, among the family members, but strong
enough to convey the required message to the receiver (consumer)
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The advertising messages of Cadburys Dairy Milk include the following
components:-
The AppealThis refers to the underlying idea that captures the attention of a
message receiver. Cadburys appeal shows the importance of something special inones life..
Value PropositionThe message of Dairy milk contains a reason for customers
to be interested in the product. It emphasizes the benefits obtained from using the
dairy milk.
Slogan Slogan is used to help position the product in a customers mind and
distinguish it from competitors offerings, advertisements contains a word or
phrase that is repeated across several different messages and different media
outlets.
Shubh Aarambh:-
The company very well knows the Indian culture and tradition that exists in here.
Its considered very much auspicious and good luck when a new thing starts with
sweetness. Cadburys dairy milk is the substitute for the sweets.
Kuch meetha ho jaye:-
In every happy, joyful moments its in tradition to taste something sweet. Kuch
meetha ho jaye symbolizes the respect for the culture and appeals to use
Cadburys Dairy milk as a sweet.
Recommendations:
The message delivered through the advertisement of Cadburys dairy Milk, seem
near perfect in a way. But after minutely analysing the various advertisementscirculated by the Cadbury, it is evident that, company is more focusing on special
occasions or in the appeal to use the product in the starting of something new.
For ex: A Cadbury can be gifted to a sister by her brother any day at any time, its
not necessary a festive like Rakhi only brings the moment to share a Dairy Milk.
Rather, the product can be projected as a product for every time.
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Media:
Media planning (Stage I):
Environment
Analysis
Marketing
Strategies
Advertising
Strategies
Creative
Strategy
Setting Media Objectives and Strategy
Selecting broad media classes
Selecting media types with media classes
Selecting specific media vehicle within media types
Media Planning Process
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Media Classes:
Media
Class
Media
Type Media Vehicle
Print News paper Hindustan Times of India
Magazines Telegraph
Electronic Television
Cartoon channels, music
channels, TV serialchannels
Radio Radio Mrichi
Big FM
Internet Sponsored Sites
Social Social Sites Facebook.com
Twitter.com
TransitMovingVehicles Delivery Vans
Buses
Purchase
point Visual Aids PostersDanglers
Banners
Media Planning (Stage II) :
Media Schedules:As Cadbury Dairy Milk is very popular and market leader, pulsing advertising
scheduleis used. In pulsing schedules we dont advertise constantly through out
the year but advertise for few months aggressively and then advertise very less for
other few months. It is a combination of continous advertising flighting schedule
and flighithing advertising schedule.
Money:
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Ad Budgeting Approach:
Among four available methods of ad budgeting objective-and-task
methodshould be used.
Media costing method:
Cadbury uses especially electronic media for advertisement purpose, hence it goes
for rate points method. On the basis of rate points by agencies , company decide
the program and timing of the advertisement.
Cadbury generally opt for high rate (high viewership) programs on television and
pay high amount on the advertisement. It is also clear through rate points that
which media vehicle is to be used, and which will be cost effective.
Objective-and- Task Method:
Step 1: Define specific objectives
Step 2: Determine the tasks that must be performed to achieve the
objectives
Step 3: Estimate the costs of performing the tasks
Step 4: Advertising budget
Measurement:
Methods:
Pre- Test Methods:1.Check List Method2.Consumer Jury Test3.Sales Area Test
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4.Inquiry Test5.Other Pre Test Methods
Post- Test Methods:1.Recall test2.Readership Test3.Other posts tests