Cadbury Case Study Analysis 62385c

Q1. As a brand manager of Cadbury Dairy Milk, you have been asked to change the consumers’ perception about eating chocolates on a regular basis. What recommendation would you make?

How Cadbury did it

What we learn from Cadbury

Recommendations

• Consumer Research to find out the current perception of chocolates about chocolates • Increase the relevance of category in the life of consumer • Redefine the Category and communication • Change in communication strategy “Just for kids” to the “kid in all of us” • Change in the STP • When they had to increase the consumer base • The objective was to make Dairy Milk part of Indian customs and culture • Indianized • Redefine the communication strategy with the catch line”The real taste of Everyone’s Life” • Change in STP

How Cadbury did it

What we learn from Cadbury

• Consumer research to find out the current perception among consumer • What is the objective- “Increase consumer base” • Redefine communication strategy • Redefine STP

Recommendations

How Cadbury did it

What we learn from Cadbury

Recommendations

• Objective: change in perception about eating chocolate on regular basis. This can be done by increasing the personal relevance • Consumer current perception • Perceived as sweet , warm and delightful

• Differentiated marketing strategy. E.g “Khane wale ko khane ka bahana chahiye” • Promote chocolate as tooth friendly, low sugar, Fat free, Made using highest standard of hygiene • Better substitute to adulterated sweets • Dairy milk for all occasions bad and good timings • Dairy milk for everyone • For everything you do there is a dairy milk

Most celebrities act in the capacity of persuasive role models and, that too, they usually appear in television commercials. Discuss the effectiveness of deploying a celebrity such as Amitabh Bachchan as its brand ambassador.

Bachchan-Cadbury Association CelebrityProduct Match

Celebrity Controversy risk

CelebrityTarget Audience

Cost of acquiring celebrity

Celebrity Availability

Celebrity Popularity

Celebrity Endorsement factors

Proper use of promotional medium

Celebrity Credibility

Celebrity Values Fit with advertising idea

Celebrity Reach

Q.3 Do you think the campaign of real taste of life would be effective in the Indian Rural Market?

Objectives • Through this ment campaign they wanted to appeal to the adults that there is a hidden child in each of us and by having dairy milk we can relive those child moments again

• It was attempted to capture child like spontaneity in every adult in their daily stressful lives and provide satisfaction to the adults in form of expressing hidden joy

REASONS CAMPAIGN WOULD NOT BE SUCCESS • The ment campaign has a completely urbanized setting and it has been found that rural audience have failed to grasp urban television commercials. • Conventional media has limited reach and impact on rural audience.

• Awareness to new media claiming more satisfaction in life do not lead to impatience with rural consumer because of his perception of satisfaction. • The values shown in the ment campaign are not in sync with the Indian rural value system where Indian rural values are:

CONSERVATISM

not wanting to express yourself fully-where the ment believes in letting go of conservations

FAMILY BONDING

UTILITARIANISM

buying products that have sheer utility value-where the ment believe in showing that indulgence is good

CELEBRITY ORIENTATION a close and bonded relationship with family)-where the campaign shows nothing of family bonding

a desire to get influenced by celebrities -where the ments don’t have any celebrity face