1. Case study:
Cadbury
dairy milk
chocolates Presented by:
Group 6

2. Earlier
“The perfect expression of parental love”.
Primarily seen as western taste
More of an indulgence product.

3. What Cadbury planned to do
Shift in Focus:
• Indulgence to spontaneous, carefree,
spontaneous
• Substitute of sweet
• “Khane walo ko khane ka bahana
• chahiye”
• “Kuch meetha ho jae”

4. For medium regularity..
“Shubharambh” “Pehli tareekh hai”

5. Why Amitabh Bacchan ?
Universal Appeal
( to tap rural market)
TRUST
Endorser with
Integrity
Increase
consumption
among all ages

6. Darker Side of endorsing Celebrity
Ethical issues All About Commerce
Most of the times celebrities endorse the
product not because they believe in it but
because they are hired for it.

7. “Real Taste of Life” Campaign
~ Effectiveness in Rural Market ~
• More than 75% of India’s
population lives in rural
area
• 80% of this population
earns enough to be on a
marketers’ radar
• Increase distribution
network (11000 whole-
sellers in 5000 villages, 2
lakhs retail outlets)

8. • Cadbury launched smaller packs of dairy milk
targeting the rural (Rs 5 Dairy Milk Pack)
• Targeting the festival occasions in India

9. • Thank You !