Slide 1: MIM Group
21 Product : Product Key brand of Chocolate Confectionery: Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations.
Perk Journey: Introduce in 1996 perk to get global competition
Perk: First wafer chocolate brand in India.
Milk chocolate 50%-sugar,cocoa butter, milk solids, cocoa solids, emulsifiers water layers with choco crème 50%-wheat floor,sugar hydrogenated vegitables oil, caramel (150c), salt and raising aigent
Contain artifical & nature identical flavouring substances. Price : Price 27-g Perk XXL ? Rs 10
15-g Perk Xl ? Rs 5
8-g Mini perk ? Rs 3 (Perk in every pocket) Promotion : Promotion 360-degree campaign with mix of television, consumer contact activities, etc.
Tie up with leading coffee chain Café Coffee Day for direct sampling
Product sampling for first two months across 25 towns
Raageshwari started advertising features of mischievous, bubbly teenagers getting out of their 'stuck and hungry'
Strategy behind this add were
cover all the mischievous teenagers and rest other crowd will follow them.
If hungry than eat perk rather than having other things
To compete the chips & wafers Promotion cont… : Promotion cont… Preity Zinta with the 'hunger strike
Strategy behind this add were
cover all the youth where rest other crowd will follow them
Male fans of Preity Zenta will eat perk
Female fans want to be like her, hence they will eat perk
Thodi Si Pet Pooja
Preity Zenta will be another reason for falling in love with perk Slide 6: Perk was the only source for him to live
Even if you are alone don’t scare if you have perk Promotion for Ulta Perk Promotion cont… : Promotion cont… Genelia D'souza (Jaane Tu... Ya Jaane Na) brand ambassador of Perk.
Re-launching the product in the market
Add a new variant - Perk Poppers
Introduced Perk Slim
?Increase width of perk consumption, through low point packs & distribution
?Increase depth of consumption, targeting regular chocolate consumers
through generating impulse & dominant presence at a point of sale
?Improve its distribution quality by providing refrigerators at several outlets
?Providing at affordable price to its market penetration Promotion Mantra : Promotion Mantra Anytime, Anywhere
Thodi Si Pet Pooja
Kabhi Bhi Kaise Bhi
Baaki Sab Bhoola De
Bored Ho To Muh Chalao
Take It Lightly Place : Place Targeted:
Snacking space in the domain of chips and salty wafers
Ulta Perk' has been preliminary launched in South Markets -Tamil Nadu & Karnataka for over 6 months Strength : Strength Strong brand name will counter attack the competitors
Rich product mix
Support from the parent Cadbury Schweppes
Keep up the financial strength by increasing its sales & profit Weakness Lack of launch of new brands in Perk segment Opportunity : Opportunity Indian market & specifically urban area where the penetration of chocolate is low
Using Better information & technology to bring efficiency in logistics & distribution Stiff competition in confectionery market
Large exposure of foreign currency rate risk, mainly on account of import of cocoa beans cocoa butter
Entry of salted snacks Threats Slide 12: MIM GROUP
24 Slide 13: . Cadbury Dairy Milk
The journey with chocolate lovers in India began in 1948.
Today, Cadbury Dairy Milk alone holds 30% value share of chocolate market
50% of molded chocolate segment
One of the Largest chocolate brand in the country Slide 14: Product line of Dairy Milk
Dairy Milk Crackle
Cadbury Dairy Milk Wowie - chocolate with Disney characters embossed in it,
Cadbury Dairy Milk 2 in 1 - a delightful combination of milk chocolate and white chocolate Packaging : Packaging Cadbury Dairy Milk comes in a purple branded outer cover which is the official colour for Cadbury.
Launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk.
The 13g (Rs 5) double wrapped for maximum protection.
Wrapped in aluminum foil and enclosed in a poly-laminated flow pack, which is completely sealed on all sides.
The larger Cadbury Dairy Milk packs come in poly-coated aluminium foil, which are heat-sealed and then wrapped in the branded outer package. Slide 16: Promotion
In the early 90's, chocolates were seen as 'meant for kids‘.
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 'Real Taste of Life' campaign which people still fondly remember. "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.
This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. Slide 17: In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments
More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language Slide 18: Cadbury launches 'Wowie' with Disney characters
Cadbury Daily Milk Wowie, which is a chocolate delight with Disney characters Mickey, Pluto, Goofy and Donald.
Cadbury Diary Milk Wowie is targeted at the 8-13 year old consumers and is priced at Rs 10 per pack of 22 grams Slide 19: Then the worms crawled in
New imported machinery
Packing cost 15% higher
Roped in Big B
- Resulted Customer Satisfaction Slide 20: Facts/Innovations :
Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey
One innovative tie -up with Reliance webworld was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed Slide 21: SUGAR FREE Future Plans :
Co Branding cadbury’s and splenda
What is splenda?
Sugar free and suitable for people suffering from diabetes and obesity Slide 22: MIM GROUP
22 Slide 23: Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market. Cadbury India is attempting to increase the declining market for chocolate with innovation,one of which is its sweet snack, Bytes
It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price points- Rs 5 and Rs 10. The product is being outsourced and manufactured in Maharashtra by the Kolhapur-based ShreeWarana Sahakari Dudh Utpadak Prakriya Sangh Ltd.
With Bytes, Cadbury has entered into a new category with well entrenched and established brands Slide 24: CompetitionWell entrenched competitors and local unorganized players which are synonymous with snacking and dominated the market.
The BrandCadbury Bytes is a one of a kind snack, in that it was sweet and not salty and had the irresistible taste of Cadbury chocolate in it. To be positioned effectively as a snack it had to offer the irresistible taste of Cadbury chocolate in the context of shared snacking.
The Brand ObjectivePosition Cadbury Bytes as the "people magnet" of snacking which led to being creatively expressed as "Bytes Jahaan Public Wahaan!" and proposition we have arrived at is "Snacking ka meetha funda“. Slide 25: In the case of Bytes, Cadbury which first launched the chocolate flavour down south entered the markets in the north with all three variants
Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack category. They are also the gateway to the family, especially for a new sweet snack
Cadbury India has tied up with Mobile2win for their first-ever wireless activity in India. The idea was to not only bring in interactivity via SMS promotion with the desired target group of kids and teens in Southern India, but also reach out to a large number of people in the most cost-effective manner.
In addition to this, there was a special on ground promotion had been initiated on 26th & 27th February05 at Food Mall in Chennai, Bangalore and Hyderabad as well as at Big Bazaar and Food Bazaars, Inorbit Mall in Mumbai Slide 26: It's a pull activity which was linked to the TVC's broadcast on Cartoon Network and Sun Network in the South. A 5-second tag, which said SMS BYTES to 8558, followed the TVC and you could win two Sony Play stations, T-shirts and 1000 VCDs. It was a one-month promotion.
Ad agency Contract, Mumbai, which is already handling certain Cadbury brands such as Celebrations, Éclairs, will now add Cadbury Bytes to its list Slide 27: Cadbury Bytes has had memorable advertising- the boat, picnic,
and park films launched in 2004. Cadbury bytes-T-shirt Cadbury bytes-boat Cadbury bytes-park Cadbury bytes-picnic Currently it occupies 2.4 % market share in chocolate market.