INTRODUCTION :
INTRODUCTION Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is India’s leading confectionary manufacturer.
Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their segments. CIL is estimated to have a 65 percent share of the Indian chocolate market.
The Indian chocolate market is estimated to be worth Rs. 3.2 billion, with an annual growth rate of 10 %, as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for growth.
In this presentation, some of the interesting aspects of Cadbury’s advertising strategy & media planning strategy of Cadbury is covered.
Cadbury’s Journey :
Cadbury’s Journey In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'.
PRODUCT Aspects :
PRODUCT Aspects TARGET AUDIENCE: Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people over 18 years of age.
MESSAGE: The message that CIL seems to be attempting to put across is this: “In every adult, there is a child - let that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy, delicious chocolate”. This approach appears to be unique to Cadbury’s. CIL’s biggest competitor, Nestle.
COMPETITION: To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey the message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.
Media Strategy: Message Execution :
Media Strategy: Message Execution Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’ - launched in the 90’s attempts to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.
Cadbury’s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride who nibbles at a Perk under her ‘pallu’. Cadbury’s Dairy Treat conveys its message through the mother who refuses chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her opinion about chocolates.
Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko Khane Ka Bahana Chahiye’, or ‘Reach for the Stars’, are also used extensively, and to good effect in Cadbury’s advertisements.
Media Vehicle :
Media Vehicle Television, the print media and posters have been the main media of
communication for Cadbury’s advertisements. However, with their understanding
of the peculiarities of the Indian market, CIL has also explored many new ways of
getting their message across to the consumers.
Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop stocking their chocolates. This ‘first’ from CIL has become so popular that is now the standard design for all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. The visicooler serves the need for cooling while still maintaining the visibility of the product.
Jars: These are provided to small outlets, where they are prominently displayed.
Vending machines: These high visibility machines are provided at busy locations.
Presence in Amusement Parks: Cadbury’s also maintains a presence in many amusement parks across the country, strengthening the association of its chocolates with ‘fun’ occasions.
CONCLUSION :
CONCLUSION Cadbury’s strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product, it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able to build and maintain a leadership position in the market with many loyal customers.