3. Company & Introduction
ā¢ 1824 ā British confectionery company
ā¢ 1948 ā India
ā¢ 2010 ā acquired by Kraft Foods
ā¢ 2011 ā Market leader in India
4. Situation Analysis
ā¢ Before this campaign began, the chocolate industry
had faced some major problems.
ā¢ The price of cocoa had gone up steeply in 1991
ā¢ The price of chocolates went up.
ā¢ Adults refrained from eating chocolates and were
in a way reluctant to do so because of the kids'
image associated with it..
5. Campaign Objectives
ā¢ Change the image
ā¢ Kids -> Everyone
ā¢ Connect to the Indian-ness
ā¢ Alternative to the domestic sweets, āmithaiā.
ā¢ 'Indianization' of the brand
ā¢ contemporary image to connect with the youth as
well.
7. Communication Strategy
ā¢ Market Share.
ā¢ Position.
ā¢ Trusted Brand.
ā¢ Targeted.
WHATEVER YOU START, START IT WITH DAIRY MILK
and it will be successful.
8. Strategy & Execution
ā¢ The company came up with more innovative
campaigns to increase the number of occasions on
which people could eat a Diary Milk.
ā¢ The 'Kuch meetha ho jaye' campaign was an effort
to try and replace the traditional Indian sweets
with Diary Milk.
ā¢ In the Indian tradition, people generally eat and
distribute sweets on any joyous, festive occasion
and Cadbury tried to depict all those occasions...
9. Results / Impact (ROMI)
ā¢ After 2005, Cadbury in India almost doubled the
business in three years.
ā¢ Sales growth was 22% - the compounded growth
rate over the past three years from 2005 to 2008.
ā¢ In the years from 2005 to 2009, it also doubled its
turnover.
ā¢ The impact of the inflation in 2009-2010: STRANGE
ā¢ Chocolates especially had a growth in volumes from
2% to 21.8%.
ā¢ The reasonā¦