marketing

1. The sweetest story ever told… or heard

3. Cadbury Dairy Milk The Real Taste of Success

4. What does CDM stand for world-wide?

5. Brand Promise Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic . CDM is Chocolate

6. Brand Character Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness (fun, wholesome, reliable), to the personal values of individual enjoyment. It stands for goodness.

7. The Indian Chapter

11. 1980 TVC

15. The Unshackling of CDM in 1994

21. RTOL TVC

22. And the result… ‘ 94 v/s ‘93 Category 12 43 22 52 Brand 31 54 Moulded segment Parameters ‘ 95 v/s 94 ‘ Vol. Gr. ‘ Vol. Gr.

23. Legitimising of CDM in 1998

28. For Regular users Position CDM as the gold standard in taste amongst chocolates Creative Idea I will do anything to eat my CDM The twin platforms

29. For Infrequent users Position CDM as the chocolate meant for everyone Chocolate = CDM Creative Idea You don’t need any special reason to eat CDM

30. For Regular users The executions

31. Train TVC

32. For Infrequent Users The executions

33. Cyrus TVC

36. Parallel initiatives Beefed up distribution system (grown by over 60% over past 5 years) Increased points of contact (Bringing CDM closer to the consumer)

37. The third discontinuity CDM in 2002

44. CDM in 2002 I eat CDM when I am happy, sad CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion Consumer Speak Insight The Brand Platform I need a friend who sees me through all my emotions CDM uplifts my spirits like a true friend

45. Sailor and Tennis TVCs

46. The Sweet Taste of Success

47. A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment. Scott Falgo

48. Bonding Advantage Performance Relevance Presence Commitment to the brand - India CDM Intl. Choc. Brand in India Source: IMRB U&A Study

49. CDM India – a global benchmark Today, India is the second largest market for CDM in the world The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.

53. As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter whether it’s Indian or not

54. Thank you Care for some chocolate?

56. Opportunity The traditional sweet market in India is worth a whopping Rs. 11,000 crore (3.5 times Australian chocolate market) .

58. SET 2 Regular users Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users SET 1 Infrequent Users The twin tasks for CDM

63. Bonding Advantage Performance Relevance Presence Brand power in India CDM Munch Kit Kat Source: IMRB U&A Study