Imc cadbury final
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Increasing sales of Cadbury during non-festive season
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Imc cadbury final
- 2. Introduction • Cadbury is a British Multinational Confectionery company owned by Mondelēz International. • Cadbury India has been in India for over 60 years, having started in 1948 and currently owns 70% of the market. • Best known for its confectionery products including the Dairy Milk chocolate and the Roses selection box
- 3. 2015
- 4. Objective Increase the Sale of Cadbury Dairy Milk during Non Festive Season Strategies • TVC • Hoardings, Newspaper and OOH • Social Media Campaign • Exchange Box Strategy • Retailers Shop Birthday Strategy • Friendship Challenge
- 5. Non festive season Months excluding all Indian Festivals Defining Target Audience • Age Group- 5-50 Years of age • Among 50+ age group so they tend to stop eating sweets • Irrespective of the gender everyone likes to have a chocolate so we would be targeting both the genders
- 6. TVC • Theme – Friendship, Cadbury inside every U, friend for lonely time • Duration : 45 sec • #FunBury = CadBury
- 7. Last day of Navratri … 7 friends attend this event….and enjoy each moment…. Itz almost 12…the event is done…they split up for home by clicking a selfie…every1 is tired and needs a sleep…..
- 8. Raj drives up to his home…..he misses the time which he enjoyed with his friends and keeps dreaming about it……. He gets fresh….itz almost 1am….he moves towards his bed….but he aint in the mood to sleep….. So he tries to watch some season on net…..but he is bored…itz almost 1;30 am
- 9. He tries calling up his girl-friend…..since it too late…she is busy dreaming on her bed…she fast asleep… Then he turns to his friends to talk but all of them have their meter down and are fast asleep He moves on to his PS3 but that doesn’t suffice him…..he wants some 1 to talk to…. He has no 1 to talk to during his ME Time.. where he is all alone
- 10. He feels hungry…so he check out his fridge to find something interesting to eat….. There he finds a new Cadbury Dairy milk…which is yet to unwrap….. He unwraps the Cadbury and eats it…and is lost in the creamy soft sweet Cadbury
- 11. Hey! Hie how are you! Dude! You are the only one who understands me and stays by my side no matter what! You are my best friend Goodnight Cadbury
- 12. TVC - 2 • Theme – Friendship, New Gossip Friend, friend for Sharing • Duration : 30 sec • #FunBury = CadBury
- 13. Raj has a crush on his Economics teacher and ask her out for a date Raj’s sister watches this conversation and is shocked to know that….all she wana do is tell this hot gossip to her mom n friends…
- 14. OMG……where do I start from….whom shd I tell 1st ….mom….or Lisa (best frnd)… but wait Will this hamper my bro image n if this reaches to eco teacher wont I be screwed But I cant keep this to myself I need to tell this to some1……….. Hmmmm……I know 1 right person who would sweetly and quietly listen to my gossip and wont spread it to the world….
- 15. We only spread sweet memories in your mind and chocolates on your lips… Cadbury Silk your New Gossip Buddy
- 16. We only spread sweet memories in your mind and chocolates on your lips… Cadbury Silk your New Gossip Buddy Follow us on www.facebook.com/CadburyDairyMilk #FunBuryEveryDay Raj has got Friends for his Me Time Have You…? Cadbury = Funbury
- 17. Follow us on www.facebook.com/CadburyDairyMilk #FunBuryEveryDay Cadbury = Funbury
- 18. Raj has got Friends for his Me Time Have You…? Follow us on www.facebook.com/CadburyDairyMilk #FunBuryEveryDay
- 19. We all need a friend who will listen and understand our situations….. Follow us on www.facebook.com/CadburyDairyMilk #FriendInNeed Cadbury = Funbury
- 20. Follow us on www.facebook.com/CadburyDairyMilk #GlowtheMoment
- 21. Follow us on www.facebook.com/CadburyDairyMilk #FunBuryEveryDay Cadbury = Funbury Its chocolate time! Get down to your nearest store and Grab a Cadbury Dairy Milk today… Follow us……
- 22. Hoardings •Description: Jogeshwari JVLR •Dimension :25 x 45 •Price: Rs. 4.5 lacs per month •Description: Mulund LBS Marg •Dimension :40 x 40 •Price: Rs. 5.5 lacs per month •Description: Andheri SV road •Dimension :40 x 30 •Price: Rs. 6 lacs per month •Description: Juhu Juhu Tara road •Dimension : 30 x 20 •Price: Rs. 4 lacs per month
- 23. Jingle •Dosti ka haath Cadbury ke sath •Your 2 p.m.frnd •Kyuki kuch jawaab google nai de sakta •The one who only listens •Your best offline friend.
- 24. Radio Ad 1 • A small boy with his family are discussing something imp. • All ppl are giving their views and listening to everybody except that boys view. • Feeling agitated walks towards fridge takes out dairy milk and starts talking to him.(boy walking sound, murmuring something ,wrapper sound and fridge opening sound) • The one who listens to you
- 25. Radio Ad 2 • An employee in the office walks out of the meeting room after delivering his presentation to his boss…(telephone ringing, fax machine sound, computer typing sound, employee is angry) • Takes out dairy milk form his bag n starts talking.(choclate unwrapping sound) • 50 presentation diye, 10 ideas, fir bhi pasand nai aaya. Mera boss meri kyu nai suntaa chalo atleast tum to ho. • Cadbury dairy milk the one who listens.
- 26. Bubble up your Monday Blues with Dairy Milk Bubbly… #BubblyMonday
- 27. Week Planner • Tuesday – Crackling Tuesday with Dairy Milk Crackle • Wednesday - Nutty Wednesday with Dairy Milk Fruit n Nut • Thursday – Roasty Thursday with Dairy Milk Almond Roast • Friday – Forest Friday with Dairy Milk Black Forest • Saturday – Silky Saturday with Dairy Milk Silk
- 28. Days • Monday • Tuesday • Wednesday • Thursday • Friday • Saturday • Marine Drive • Bharat Nagar Bus Station, BKC Road • Nelco bus stop, Andheri East • Amrut Nagar Road, Ghatkopar West • Bus Depot, Orchard Avenue, Powai, • Devdayanagar Bus Stop, Pokharan Road Number 1, Thane West Bus Stops Monthly Rent • 1,50,000 • 1,00,000 • 90,000 • 75,000 • 80,000 • 70,000
- 30. Campaign Campaign in the month of June and July Will run this campaign on Facebook, YouTube and Twitter
- 31. A couple has a fight…both are angry on each other After a while Raj tries to call Simran and say “Sorry” The Simran as usual is upset and doesn’t pick up the call….
- 32. Raj then gets a unique idea….and quickly downloads an app…… Raj quickly text Simran through “In the name of LUV “ “In the name of LUV “
- 34. Give us your empty Cadbury Boxes and get exciting discount offers on your next purchase… Exchange Box Strategy 40% off 30% off 20% off 30% off 30% off CSR movement by Cadbury
- 36. Challenge Spot the Sugarplum roaming near your vicinity Purchase a special FC Dairy Milk Perform the challenge written on the wrapper Click picture of completed challenge and post it on Cadbury FB page 1 2 3 4
- 42. Monday Blues? What blues? when purple is with you Don’t worry my dear, your savior Cadbury dairy milk is here to rescue you!!!! #MondayBlues #Dairymilk #Cadbury Caffeine Loading… Cadbury coffee the armour you need #Cadburycoffee #MondayBlues Mundane Mondays
- 43. No one loves me!! No Monday i am there for you. A companion for all,Cadbury dairy milk! #CadburyDairyMilk #Compainion #MondayBlues Step aside! This is a job only chocolate can do A Buddy who never leaves your side. Whom you can depend on #WorkDays #CadburyBuddy
- 44. You can come out now, Monday is gone! I got your back! You can rely on me anyday! #TangyTuesdays #CadburylifeSaver HA!! So we meet again! Monday’s evil twin sister! Stay back my friend! I will save you from tiring Tuesdays. #TiriingTuesdays #CadburySaviour TiringTuesdays
- 45. Famous Friends….
- 46. Classic friend Peppy chatty Friend Peppy, Bubbly Friend Classy Trendy friend Secret sharing friend Who among these is your friend.Choose the one who you want or choose them all
- 47. TemptingThursdays You can’t keep your hands off me! I am too tempting to avoid. I love it when I catch you looking at me #Temptation #TemptingThursdays
- 48. FreakyFridays I am DARK I am PURE. I am all the Evil Black Magic you need #DarkChocolate #Bournville #DeathByChocolate I am your partner in crime. DARK and EVIL
- 49. ShinySaturdays
- 50. Ah! that glow in your eyes No, Makeup can make your face glow as I do. #CadburyGlow #ShinySaturdays Don’t worry no one will know you have illegal gold in your home CBI wont arrest you for having me #CadburyGlow #ShinySaturdays
- 51. BubblySundays Bubbling champagne??? Nah!! Your are more of a bubbling chocolate type person A friend who knows everything about you and your habits.#BubblyBuddy #CadburyBubbly You make me feel all Bubbly #BubblyBuddy #CadburyBubbly
- 52. Halloween Jack the joker nut The witch’s honey cauldron Barrels of strawberry blood The twin Devil
- 53. Thank you
Hinweis der Redaktion
- One of the basic thing for devicing a strategy and ads is audience Defining target audience is mast….based on our TG we will develop various stratgeies and ad campaign so that the need is meet and there is optimum utilisation of resources The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.
- Build on this ad
- Fun + Bhari(Filled) everyday… Everyday day ur lyf will b filled with fun excitement is u hav a Cadbury Hoarding dimension 20 x 45 jogeshwari 6 lacs per month
- This hoarding is for lonely tvc shoot…..based onthat Hoarding dimension 40 x 30 in andheri 10 lacs cost per month
- This hoarding is for lonely tvc shoot…..based onthat Hoarding dimension 40 x 30 in andheri 10 lacs cost per month
- This hoarding is for lonely tvc shoot…..based onthat Hoarding dimension 40 x 30 in andheri 10 lacs cost per month The hoarding has to b at a place wer the sun vl b at that ‘O’ position at morning or evening, thus emphasizing the word glow!!!!
- Fun + Bhari(Filled) everyday… Everyday day ur lyf will b filled with fun excitement is u hav a Cadbury Hoarding dimension 20 x 45 jogeshwari 6 lacs per month There will b a staff at the top of the hoarding n when the sun changes postion the shadow will change position thus showing chocolate time!
- We are targeting bus stop coz our main TG is young youth who are office goers and have a youth bond with others…..
- We have given names to each day…basically these are CAD-DAYS Every day have different Cadbury Similar to Monday v will have some quotes for each day
- Where all our bus stop hoarding will b put up along with montly rental
- No 1 laughs on ur Pj jokes share it with Cadbury Gossip with Cadbury
- Facebook – cpc 0.27$ Twitter 0.5$ promoting 1 tweet , 4$ for 1 acc 200000$ for promoting parrtuclar trend Youtube
- Name of the app is In the name of love
- On returning of Cadbury glow u will get 40% off on dairy milk worth rs 25 On returning of Rich Dry fruit round u will get 20% off on dairy milk caramello worth rs On returning of Celebration u will get 30% off on sillk bubble worth rs On returning of rich dry fruit box u will get 30% off on dairy milk silk worth rs 120
- Friendship challenge FC = Frndship challenge sugarplum = name of the van Purchase a FC dairymilk from Sugarplum……u will get a challenge inside the pack………complete the following challenge…..post a pick of performed challenge………and 1 lucky winner will get a chance to fly all paid trip to cadbury world birmingham Which city to enter We will launch this campaign….and also post a poll……which city should we start with……the city getting maximum votes will have sugarplum roaming around near schools colleges and office areas.
- Cadbury realized that, while having a large following, only 16% of them were seeing Cadbury’s content. So, to celebrate reaching 1 million Facebook ‘likes’, Cadburry’s Dairy Milk ran a promotion which used teaser ads and live streams leading up to the unveiling of a giant Facebook ‘like’ thumb, made out of Dairy Milk. The challenge was to increase Facebook engagement. Results showed an increase of 40 000 Facebook fans and more than 350 000 people who got involved. Challenge met.