INTRODUCTION

The Cadbury's Inc has taken the opportunity to offer us a broader view of chocolate

category. The Cadbury's India's no.1 Chocolate is able to share with their market insights

based upon unparalleled breath of chocolate experience.

Cadbury has grown from strength to strength with new technologies being introduced to

make the Cadbury confectionary business, one of the most efficient in the world. The

merge in 1969 with Schweppes and the subsequent development of the business have

led to Cadbury Schweppes taking the led in both, the confectionary and soft drink

market inside UK and becoming a major force in the international market. Cadbury

Schweppes today manufactures product in 60 countries and a trade in staggering

120.The Cadbury story is a fascinating story of a family business that grew in one of

the biggest, most loved chocolate brand in the world.

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 COMPANY OVERVIEW

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft

Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick

meals. With annual revenues of approximately $50 billion, the combined company is the

world's second largest food company, making delicious products for billions of

consumers in more than 160 countries. We employ approximately 140,000 people and

have operations in more than 70 countries.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of

existence, it today has five company-owned manufacturing facilities at Thane, Induri

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(Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales

offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.

These factories churn out close to 8,000 tonnes of chocolate annually.

Our core purpose "make today delicious" captures the spirit of what we are trying to

achieve as a business. We make delicious foods you can feel good about. Whether

watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to

family night, we pour our hearts into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk

Food Drinks, Candy and Gum category. In the Chocolate Confectionery business,

Cadbury has maintained its undisputed leadership over the years. Some of the key brands

in India are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in

the world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard"

for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian

consumer. In the Milk Food drinks segment our main product is Bournvita - the leading

Malted Food Drink (MFD) in the country. Similarly in the medicated candy category

Halls is the undisputed leader. We recently entered the gums category with the launch of

our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries

worldwide. Since 1965 Cadbury has also pioneered the development of cocoa cultivation

in India. For over two decades, we have worked with the Kerala Agriculture University to

undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our

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Cocoa team visits farmers and advise them on the cultivation aspects from planting to

harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa

cultivation aspects. Our efforts have increased cocoa productivity and touched the lives

of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury

tree! Today, as a combined company with an unmatched portfolio in confectionery,

snacking and quick meals, we are poised in our leap towards quantum growth. We are the

world's No.1 Confectionery Company. And we will continue to make today delicious!

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 WHO ARE WE

Consumers Inspire us
To make today delicious, we begin with our consumers.

We listen, we watch and we learn.

We understand their joys and their challenges because were consumers too.

What we do

We make delicious foods you can feel good about.

Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting

down to family night, we pour our hearts into creating foods that are wholesome and

delicious.

Our reach

We believe we can make a delicious difference, everywhere.

Were constantly looking for fresh ideas to improve our workplace, our partnerships, our

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communities and our world.

How we behave- Our Values

We understand that actions speak louder than words, so at Kraft Foods:

We inspire trust.

We act like owners.

We keep it simple.

We are open and inclusive.

We tell it like it is.

We lead from the head and the heart.

We discuss. We decide. We deliver.

How We Grow

We focus on creating sustainable, profitable growth. And our strategies guide our efforts:

Build a high performing organization

Reframe our categories

Exploit our sales capabilities

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 Drive down costs without compromising quality

About Our People

It takes great people to make great brands. Our approximately 140,000 diverse employees

around the world are the reason we succeed.

CORPORATE SOCIAL RESPONSIBILITY

Corporate Social Responsibility (CSR) is at the heart of our success

At Cadbury India we have always believed that good values and good business go hand

in hand. It's part of our heritage and the way we do things today. CSR is about growing

our business responsibly. Cadbury India has a tradition of caring for the environment and

enriching the quality of lives of the communities we live and work in, through a variety

of result-oriented programs

Our commitment to the Environment

We are committed to responsible environmental, health and safety management. We aim

to look after the health and safety of our people and minimize the environmental impact

of our business around the world.

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Migratory birds stop over at our Bangalore factory!

Dam at our Bangalore Factory

Water is a precious resource. As part of Cadbury India's efforts to continuously increase

water conservation our Bangalore factory has constructed a check dam to store the

rainwater. This dam not only acts as a major ground water replenishing source for the

bore wells in the factories and surrounding community, but is also a stopover location for

some of the migratory birds!

Pioneering Cocoa Cultivation in India

Since 1974 Cadbury has pioneered the development of cocoa

cultivation in India. For over two decades, we have worked

with the Kerala Agriculture University to undertake cocoa

research and released hybrids that improve the cocoa yield.

Our efforts have increased cocoa productivity and touched the lives of thousands of

farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree

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Bangalore Factory: The sun shines at nightAcknowledged as 'Preserver of
Environment'

Sunshine now lights the pathways on streets outside our

Bangalore factory at night.

Rising energy costs, and 300 sunny days a year, inspired the factory to

install 28 solar powered streetlights. It will reduce annual carbon dioxide (a major

greenhouse gas) emissions by ten tonnes, playing a part in the effort to reduce global

warming.

In appreciation of our commitment to implement environment friendly initiatives, the

Karnataka State Pollution Control Board has honoured the Bangalore factory with the

Parisara Premi (Preserver of the Environment) Award for the second year in a row.

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 HISTORY

Cadbury is a very old trusted name. It all started in Birmingham in England when John

Cadbury started his family grocery shop with side business of cocoa and chocolate

products in around 1824. His two sons, Richard and George, expanded their family

business of cocoa and chocolate. Bournville, a town near Birmingham, was build by them

as a part of expansion of their business.

TARGET MARKET

The Indian chocolate market is valued at Rs. 650 crores (i.e. rs. 6.50 billion) a year. The

Indian chocolate bazaar is estimated to be in the region of 22,000-24,000 tonnes per

annum, and is valued in excess of US $ 80 million.

India's metros proving to be the big draw clocking penetration in excess of 15%. Next,

comes the relatively smaller cities/towns where consumption lags at about 8%.

Chocolates are a luxury in the rural segment, which explains the mere 2% penetration in

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villages. The market presently has close to 60mn consumers and they are mainly located

in the urban areas.

MARKETING OBJECTIVES

Grow shareholder value over the long term.

Cadbury in every pocket.

Marketing strategy is aimed at achieving this vision by growing the market, by

appropriate pricing strategy that will create a mass market and to have offerings in

every category to widen the market.

MARKET SEGMENTATION

Market segmentation is the process in marketing of grouping a market (i.e. customers)

into smaller subgroups. These markets are often termed niche markets or specialty

markets.

The purpose of segmentation is to identify and target prime customer groups (e.g. the

20% that account for 80% of your sales) so that you get maximum return from a limited

marketing budget.

PRODUCT VARIANTS

Currently Cadbury India operates in four categories viz. chocolate confectionery,

milk food drinks, candy and gum category.

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 Cadbury dairy milk, 5 star, Perk, Eclairs and Celebrations

Candy category halls.

Bubble gum brand bubbaloo

Bournvita - the leading malted food drink (mfd)

PRODUCT INNOVATIONS

5 Star: Consumer feedback suggested that the old 5 star was too chewy, and people

complained of it sticking to their teeth. It was made softer and melted easily in the mouth

& introduced as 5 star crunchy.

Perk: Perk was made much lighter and the size of the bar increased to match nestle's

munch. Perk had been under fire from nestles deadly duo of kitkat and munch, butafter

the re launch, its market share is two percent more than kitkats and, the five-year-old

brand is now almost as big as the decades-old 5star in size, both in the region of Rs 50-55

crore.

Heroes: packaging innovation has played a vital role in revamping of various cadburys

brands. Heroes brand is simply a multi-pack with miniatures of all its most popular

brands in a single outer case.

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PACKAGING- The packaging was changed to include a sealed plastic wrapper inside

the outside foil. Cadburys launched a new 'purity-sealed' packaging for its flagship

product, cadbury dairy milk. Over the next few weeks cadbury will work towards

introducing either a heat sealed or a flow-pack packaging that offers a high level of

resistance to infestation from improper storage. Cadbury invested nearly Rs 25 crore (Rs

250 million)

on new machinery for the proved packaging.

STRATEGY

Cadbury has followed a well-planned strategy of fuelling volume growth by introducing

smaller unit packs at lower price points. Simultaneously, the company seems to have

astutely juggled with the larger pack sizes and raised prices to a degree higher than what

appears at face.

Cadbury India appointed management consultancy firm at kearney to draw up a

strategy to control costs in several areas, including sourcing of raw materials and

packaging.

The consultancy firm will also look at the sourcing of direct and indirect materials like

renegotiating with suppliers for longer term contracts and vendor management. Other

costs (indirect expenses) like travel costs and hotels were also being studied.

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EARNINGS SENSITIVITY

FACTORS

Cocoa bean prices: Domestic as well as International.

Prices of key raw material - Cocoa have significant impact on margins.
Excise duties: changes in excise levied on malt and chocolate influences end product
prices and thereby volume growth as well as margins.

Changes in custom duties and foreign exchange fluctuation : As 20% of raw

material is imported, changes in custom duties & foreign exchange fluctuations have
significant impact on the final cost of the product.

Competition from MNCs like Nestle as well as imported brands. Increasing competition

puts pressure on advertisement budget and margins. However on the positive side, it

helps in expanding the market.

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 DISTRIBUTION

Chocolate needs to be distributed directly, unlike other FMCG products like soaps and

detergents, which can be sold through a wholesale network. 90% of chocolate products

are sold directly to retailers. Cadbury's distribution network used to encompasses 2100

distributors and 450,000 retailers to avoid cannibalization of its higher priced products

from lower priced ones, Cadbury is setting up two separate distribution channels one

for core business & other for mass markets.

NATURE OF RETAIL OUTLET

Chocolates are primarily sold through kirana stores, gift stores, medical stores, canteens,

pan-bidi stores, bakeries, sweetshops etc. This is true for chocolates also. The space

allocated for the chocolates was less when compared to the total area of the shop of the

space allocated for chocolates, cadbury brands occupied more than nestle brands.

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 DEVELOPING A BRAND

A brand identity is the message sent out by the brand through its name, product shape and
design, visual symbols (such as logos), advertising etc. This identity needs to be planned
by brand management, as this is key to gaining market acceptance and leadership.

The Brand Pyramid - Brand Meaning

Brand core

Brand proposition

Brand style

Brand themes

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A brand pyramid can help managers plan and analyze a brands identity. The top tier of

the pyramid consists of brand core. Brand core values are the genetic code of the brand

and remain the same overtime. Closely related to these values is the brand proposition :

the promise the brand makes to the consumer. This proposition should be easy to

understand and appeal to the target market. The middle tier represents the brands style or

elements of the brands identity that represents the self image of the brand of the brand and

need to be relatively stable over time. The base of the pyramid is formed by the brand

themes which are concerned with the brand currently communicate through its

advertising, packaging, fashion, technological developments and changing consumer

tastes.

The top tier of the pyramid consists of the br and core.

The brand pyramid helps managers understand the strengths of the brand and ensure
Brand core

consistency of its message. This also helps to identify the opportunities for brand

stretching and brand extensions. A brand extension is the use of a well known brand name

on a new product category. We will discuss this in relation to the DAIRY MILK brand.
physical appear ance etc. Brand themes are flexible and change with
Brand starch ing is the use of an

established brand name in unrelated markets or product categories , e.g. using a well

physical appear ance etc. Brand themes are flexible and change with
known designer name on cosmetics, clothes, sunglasses etc, such as John Rocha

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Waterford Crystal

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90% of the
people recognizes the brand while 74% state that when it comes to chocolate only
CADBURY will do.
There are three main brand name strategies:

Family brand names: The parent brand is also known as an umbrella brand. This term

is given to product ranges where the family brand name is used for all products. The

advantage of this approach is the positive associations with the parent brand will transfer

to all sub brands. The risk however is that that if one brand is unsuccessful or falls into

disrepute, the reputation of the complete family of brands can be tarnished. Cadbury is a

family brand.

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Individual brand names (Multi brands): In this case each brand is created and named

separately and has separate identity. Using a family brand may not be that suitable as

brand values may be far apart.

Individual brand names (orInmultibrands):

this case each

Combination brand names: This approach allows for the optional use of the corporate

brand name, while allowing an individual brand to be identified, e.g. Cadbury Dairy Milk.

Cadbury uses a combination of brand strategies. The family brand,Cadbury is linked with

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its famous sub brands , i.e. Cadbury Crme Egg, Cadbury Roses and Cadbury Flake to

name a few. The family brand identity is style communicated by packaging with the

Cadbury corporate purple color and the distinctive Cadbury script logo. The sub brand

is then distinguished by its own individual livery.

Recently marketers have identified particularly strong family or corporate brands as

MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is more

than name of the company it incorporates the companys mission, vision and values,

representing them in a way that is easily understood by consumers. IBM is another

example of MASTERBRAND.

Cadburys core brand values include "lifes everyday pleasures that make us feel good

and never let us down. As a reward or a pick me up, we consumer s trust Cadbury

chocolate to make us feel better

BUILDING A MEGABRAND: CADBURY DAIRY MILK

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In the last year there has been a major development in brand strategy at Cadbury Ireland.

The Cadbury Dairy Milk brand has been stretched to become a family brand in its own

right. Of all the successful Cadbury brands, the one with the greatest loyalty is Cadbury

Dairy y Milk. In 2002 more than 19 million Dairy y Milk products were sold. Cadbury y

made a strategic marketing decision to leverage the value of the Dairy Milk brand (i.e.

optimize the market potential of the brand) by elevating it to a Megabrand or range brand.

A Megabrand or range brand spans an entire range of products, creating, relationships with

products which may have been previously unseen by customers.

The rationale for a mega brand:

1. The Megabrand concept can help provide structure and unity to a strategy.

2. A Megabrand strategy can add visibility to products and provide greater credibility to

consumer s for a variety of offers under the brand. In addition, it is easier for consumer to

try new offers from their trusted brand.

Megabrands provide economies of scale as the fixed costs of maintaining a brand name

can be spread across the sales of numerous product lines. Creating and maintaining brands

has become very expensive. Stand alone it increasingly difficult to compete with

Megabrands.

Other factors leading to the emergence of the Megabrand include growing pressures and

greater global competition. Megabrands are better resourced and have a greater chance of

success than standalone brands.

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The parent brand

Family
is alsobrand
knownnames
as an:
 SCOPE OF THE MEGABRAND

When developing a Megabrand, products are chosen for inclusion on the basis of their

compatibility with the brands identity. For Cadbury, the (blocks) chocolate brands were

included as they were perceived as variants of Dairy Milk. The core proposition of the

new Dairy Milk Megabrand could be described as delivering recipes for lives upbeat

occasions - i.e. no matter what your humor or the occasion, Cadbury Dairy Milk will

provide the perfect accompaniment

Two products in the Cadbury range created a dilemma: Wispa and Caramel. Both were

standalone products with distinctive identities. Both had a loyal consumer base high

should not be abandoned. To incorporate these products into the Dairy Milk range called

for a fresh strategy.

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Both were blocking chocolate and provided a fit with the Dairy Milk Megabrand. Their

inclusion provided the opportunity to further leverage.

The Dairy Milk Megabrand without alienating loyal consumer s. The new Dairy Milk

Bubbly brand benefited from a new name which better conveys the distinctive "mouth

feel" of Wispa. The new aerated chocolate product now in square form, which is also

easier to break, proved popular. Test showed that 85% of Wispa consumers were likely to

buy Dairy Milk showed that 85% of Wispa consumers were likely to buy Dairy Milk,

while 89% of Caramel customers indicated their likelihood to buy the new Dairy Milk

Caramel.Other range refreshment initiatives involved deleting some products such as

Banoffi while incorporating new variants like Cadbury Dairy Milk Orange Shots.

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic of Ireland,

and sold in the UK by Cadbury UK and also sold in Australia and South Africa. Its

wrapper says that it consists of milk chocolate with caramel and biscuit filling. The

wrapper also states that Boost is "Charged with glucose."

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Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and crispies) bound

with honey and half covered in milk chocolate. They come in a variety of flavours:

Raisin, Hazelnut, Apricot & Almond, Cranberry & Orange, Fruit & Nut, Mixed Berry,

Chocolate Chip and Toasted Coconut and is made by Cadbury UK.

They are breakfast type bars that are quick to eat in, and ideally as a slightly healthier and

more wholesome snack option to chocolate bars.

Cadbury Caramilk is a caramel-filled chocolate bar made by CadburyAdams in Canada.

It was first sold in 1968.

Variations available, some of them limited editions, include Caramilk made with dark

chocolate maple, chocolate, or cappuccino. "Chunky" (thicker) versions called Caramilk

"Thick" and cylindrical versions called "Caramilk Rolls" (similar to Rolo) have also been

introduced.

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Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that is made

by Cadbury. Crispy Crunch is sold in Canada. Crispy Crunches were sold in the United

States for a brief time in the 1990s by the food distribution arm of Pro Set, the collectible

card company. Pro Set went bankrupt, resulting in Crispy Crunch no longer being

available in the United States. A lower-calorie version of Crispy Crunch was available for

a limited time in the mid-1990s. The original manufacturers, Neilson, sold all their

chocolate brands to Cadbury in 1996, though packaging continued to feature the Neilson

logo for a few years. Since Cadbury began manufacturing of the chocolate bar, the recipe

has changed in that it is less salty and more sweet as it has a more of the crunchy

topaz coloured candy coating around the centre.

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 (a) Bar and a Half- In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar

and a Half" range as a replacement to the Cadbury Dairy Milk "8 chunk" across

several Dairy Milk variants. The concept is that the bar is to be more

"portionable", so parts of the bar can be "saved for later" although the bar is the

same as the old 8 chunk but in Fruit and Nut, Whole Nut and Standard. This bar

has the new logo and packaging.

A similar technique has been introduced with Cadbury Double Decker and Cadbury

Boost bars. However instead of larger bars, two separate bars are packaged together and

are called "Duo". Both brands received a packaging refresh at the same time.

Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury Dairy

Milk brand and is made by Cadbury UK and Cadbury Ireland. The bar is sold in

the United Kingdom and Ireland. The bar was first launched in 1976, originally

called Cadbury Caramel until 2003, when it was renamed. In early 2009 it was

relaunched, with the Caramel name re-emphasised as the main on-pack brand, and

the Dairy Milk brand reduced in size. he product is a Cadbury Dairy Milk chocolate bar

semi-divided into blocks each of which has a caramel filling. The blocks vary in shape

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and number according to the size of the bar, but on all bars, the blocks are stamped with

the word Cadbury on the top.

Cadbury Celebrations:
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and

dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates

like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury

dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut

butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is

an exotic range of chocolate covered dry fruits and nuts in various flavours and the

premium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions

such as Diwali, Rakhi, Dussera puja. It is also a major success as a

corporate gifting brand. The communication is based on the

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emotional route and the tag line says "rishte pakne do" which fits with the brand purpose

of strengthening your relationships with something sweet.

Cadbury 5 Star

Cadbury 5 Star needed to introduce an element of surprise in its eating experience to

gain share among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was

launched- which still had the richness of caramel, chewiness of nougat but also contained

rice crispies. In order to engage youth the campaign was executed across TV, radio,

internet, outdoor and print media.

Cadbury Perk
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A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched

its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct,

Cadbury Perk targeted the casual snacking space that was dominated primarily by chips

& wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere'

snack zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers

getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk

became the new mini snack in town and its proposition "Thodi si pet pooja" went on to

define its role in the category.

As the years progressed, so did the messaging, which changed with changes in the

consumers' way of life. To compliment Cadbury Perk's values, the bubbly and vivacious

Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid

90's.

Cadbury Gems

The saying "Good things come in small packets" has been proven right many a times and

it couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget

the unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's

as colorful as the product itself? Unrivalled in all these years, Cadbury Gems has

captured every consumer's fantasy for almost 4 decades. Little wonder that Cadbury

Gems, the brand that came into India in 1968 is still going strong.

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Cadbury Gems brings happiness to the consumer's world. With this promise in mind,

Cadbury Gems has always had 'Masti' as the key proposition in all its communication. In

fact, Cadbury Gems is always a willing ally for pranks and fun.

Cadbury Bournvita

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under

the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same

year.

It is among the oldest brands in the Malt Based Food / Malt Food category with a rich

heritage and has always been known to provide the best nutrition to aid growth and all

round development.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of

product, packaging, promotion & distribution. The Cadbury lineage and rich brand

heritage has helped the brand maintain its leadership position and image over the last 50

years.

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 INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was introducing

Cadbury as an after dinner sweet. Indians are fond of having dessert after their dinner.

Cadbury aimed at replacing the traditional sweets. Apart from its after dinner

advertisement Cadbury targeted adults rather than children. In most of its advertisements,

the brand is endorsed and advertised by adults rather than by children even though it

basically sells chocolate. Such type of advertisements have created a very wide range of

consumers for Cadbury. Its products are not limited to children alone. Adults like the

products of Cadbury as much as children do.

Another reason for Cadbury being such a successful brand was that it aimed at replacing

the traditional sweet custom so prevalent in India. Indians have the habit of carrying

sweets as gifts when they visit a friend or relatives. Cadbury items became the new

sweets. It was not only considered better but also superior to carry Cadbury instead of the

normal sweets. Cadbury also aimed at selling in bulk during festive seasons such as

diwali and rakhi.

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Diwali and Rakhi packs are designed to give a feel of the festivities going on. They are

exclusively Indianised. The chocolate packs contain special chocolates such as dry fruits

rich chocolates as people normally serve dry fruits during Diwali.

Cadbury Dairy Milk Wrappers over the Years

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 COMMUNICATING STRATEGY

To promote the new dairy milk megabrand, Cadbury implemented comprehensive 360

degree support campaign. This involved a highly coordinated set of

To promote the new Dairy Milk
This is the creed or genetic code of
Brand
the brand;
core:
promotional activities across campaign. This involved a highly Megabrand, Cadbury implemented a

various communications channel each activity bearing the same message . This approach

is known as integrated marketing communications and ensures that consumers receive a

clear and consistent message about a brand.

The 360 degree support campaign include a point of sale competition to win a new

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look , new display units , a buy-two-get-one free promotion on 100g bars, PR and

advertisements in the trade press. The result was that sales of the new Megabrand

products exceeded targets by 12% !!

TV COMMERCIAL OF CADBURY

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 Cadburys Christmas Club advertisement Poster-1935

Up until the year 1928, not a lot of money was put in to the advertising of the products.

By this year Cadburys was the best selling chocolate company in Britain. The Join our

Christmas club for Cadburys chocolates poster is from the year 1935.The advert has

Santa Claus on it, by using Santa Clause it means that the poster will appeal to children a

lot more than it would if Santa was not included in the poster, the idea is that children

will see santa in the poster and then want the chocolate for christmas. In the poster there

is also several cadburys products being shown, this means that many of the products are

being promoted rather that just one it also shows the variety that Cadburys sells. The

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writing on the Poster says JOIN OUR CHRISTMAS CLUB FOR CADBURYS

CHOCOLATES.

Notice how all of the letters are in capitals and the words Christmas Club and

Cadburys are larger than the rest of the words to make them stand out so that attention

is drawn to those words more than the others.

The target audience for this poster would be everyone. The santa clause image makes the

poster attractive to children the bright colours may also attract the attention of youngsters,

and the fancy and attractive packaging of the boxes of chocolates would appeal to adults

as the packaging looks attractive and it may appeal as a nice Christmas present for adults

to buy for each other.

I think the message behind this poster advertising Cadburys Dairy Milk Chocolate is

that, By using Santa in the poster it promotes the idea of Cadburys Chocolate being a

product that you could give away as a Christmas present, also because Santa clause is

such an iconic figure to children, if I child sees a poster with Santa on it they will

immediately be intrigued to know what the poster is about therefore I think the message

of this poster is that you should buy this product because santa likes it, so you will like it

to.

This advert is dramatically different from the most recent adverts shown on T.V and in

poster form. The advert is much more old fashioned, naturally, compared to the adverts

which are produced now a days by Cadburys. The colours used in the modern posters are

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very bright and attractive the Cadburys Colour is purple so there tends to be a purple

theme throughout all of the posters and adverts where as in the early days of Cadburys

this wasnt particularly the case, also in the latest adverts there tends to be a slogan or

jingle but in some of the earlier promotions of the products there was no catchy slogan.

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 FINDINGS

On an average more than 90% People Like Cadbury Products , moreover 60% of

the people like Dairy Milk, 20% like Gems, 15% like Eclairs and only 5% like

Bytes.

Packing of Cadbury products also satisfies 90% people.

Taste & Quality wise Cadbury satisfies more than 70% of the consumer base.

Public opinion for future product launch of Cadbury is Biscuits 40% Muffins

50% , Cereals 10%

More than 70% people says that Cadbury must launch sugar free products.

Around 50% People are satisfied with the product pricing of the Cadbury

Products, and 60% people like to buy the International Products of the Cadbury .

Special Celebration packs of Cadbury attract a lot of people more than 90% are

satisfied with them.

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 CONCLUSION

In todays competitive business environment brands have assumed a role of growing

importance. They can differentiate a companys products and customer loyalty, helping to

sustain profitability in the long term. The Cadbury Dairy Milk brand has evolved into a

Megabrand incorporating a range of products each with their own identity, but now under

the Dairy Milk brand. This initiative is intended to leverage the strength of the Cadbury

Dairy Milk brand to the full. The strategy involved a packaging and range refreshment

strategy which has resulted in a unified innovative Dairy Milk brand. Having exceeded

initial sales tar gets by a considerable margin, the strategy can be considered a success!

Branding is one of the most important aspects of any business, large or small, retail or

B2B. An effective brand strategy gives you a major edge in increasingly competitive

markets. But what exactly does "branding" mean?

How does it affect a small business like yours?

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Simply put, your brand is your promise to your customer. It tells them what they can

expect from your products and services, and it differentiates your offering from your

competitors'. Your brand is derived from who you are, who you want to be and who

people perceive you to be. Are you the innovative maverick in your industry? Or the

experienced, reliable one? Is your product the high-cost, high-quality option, or the low-

cost, high-value option? You can't be both, and you can't be all things to all people. Who

you are should be based to some extent on who your target customers want and need you

to be.

The foundation of your brand is your logo. Your website, packaging and promotional

materials--all of which should integrate your logo- communicate your brand. Branding is

all important for those of use who want to be recognized for their name, business idea,

business or product. Like the big name brands such as Sony, Amazon, Google, Yahoo,

etc. business professionals such as freelancers, product developers, writers, pro-bloggers

all need a brand to be instantly recognized by.

For most, the brand name is either their own name, or else the name of the product they

developed. Not only will others know who they are dealing with, but if we brand

ourselves properly, then our name will be a synonym of quality further down the track.

We all know that big name bloggers such as ShoeMoney, John Chow, Yaro Starak, Maki

and Daren Rowse have managed to do just that. They branded themselves through

continuously using their own name or that of their website.

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 BIBLIOGRAPHY

Websites

www.cadbury.co.uk

www.chocolatereview.co.uk

www.cadburys chweppes.com

www.wikipedia.org

www.cadbury.com

Refrences

Philip Kotler

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