Assignment

Of

Promotion Management

ASSIGNMENT NO -2

SUBMITTED BY SUBMITTED TO

PRASHANT PRIYADARSHI MISS KULJEET MINHAS

ROLL NO-20

SECTION-Q1808
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.

IMC APPROACH:-

ADVERTISING - Cadbury New Campaign

Mumbai, July 2, 2010: Cadbury Dairy Milk (CDM), the flagship brand of Cadbury India,
launched a new campaign, “Shubh Aarambh” today. This campaign is based on the concept of
the Indian tradition of having something sweet before every auspicious occasion, with the belief
that it leads to a favorable outcome. Over the years, CDM has been a special part of every
Indian's moments of happiness, joy and celebration. This year, for the first time ever, CDM urges
consumers to also enjoy their much loved chocolate before embarking on an important task, in
anticipation of a successful outcome.

Mumbai, July 2, 2010: To further build on the strong connect that patrons share with Cadbury 5
Star, the brand recently launched its new television commercial. In line with its “Jo khaye, kho
jaaye” advertising campaign, the commercial takes the brand proposition one step forward, of
losing one self in every bite of the delicious Cadbury 5 Star. With humour as the trademark of
all its communication, the film uses friendship as a platform to reinforce the brand‟s appeal
amongst teenagers

The colourful pandas create more masti with Ben 10 toys in the new commercial Monday, 23rd
May, 2010:
Cadbury Gems today launched a television commercial for its exciting new variant - Gems
Surprise. Taking Fun & Masti one step forward, Kids can now enjoy Cadbury Gems - colourful
chocolate buttons - with a Ben10 toy, all of this packed in an attractive ball. To bring this
offering alive, the new commercial features the Pandas in an exciting interface with the popular
Ben10 toys, while they savour their much loved colourful Gems.

Sales promotion :-

Sales promotion is the process of persuading a potential customer to buy the product. It can be
part of the personal selling process.

The main methods of sales promotion are:

Money off coupons – Cadbury customers receive coupons, or cut coupons out of newspapers or a
products packaging that enables them to buy the product next time at a reduced price.

Competitions – buying the product will allow the customer to take part in a chance to win a prize
(e.g. Cadbury win contest).

Discount vouchers – Cadbury provide voucher (like a money off coupon).

Free gifts – Cadbury provide a free product when buy another product in festival discounts ..

Point of sales materials – e.g. posters, display stands – ways of presenting the product in its best
way or show the customer that the product is there.

Loyalty cards –those who buy Cadbury at large they get loyality cards; where customers earn
points for buying certain goods or shopping at certain retailers – that can later be exchanged for
money, goods or other offers.

Examples of recent sales promotions are:

Cadbury‟s sport in the community

Loyalty cards have recently become an important form of sales promotion. They encourage the
customer to return to the retailer by giving them discounts based on the spending from a previous
visit.
 Packaging :-
CDM brings new vibrant look

 Swirls in new logo drawn on Cadbury „milk goodness‟ cues.

 Cadbury signature enlarged = stamp of quality.
 Dairy Milk brand endorsement across all variants.
 Colour coding ensures maximum impact and product differentiation

 Increased Prominence of
 Use of Dairy Milk
 Umbrella
 Colour Coding for
 Differentiation
 Maintain „Glass and Half‟
 Maintain „Purpilisation

Internet marketing :-
FRakhi with Cadbury Celebration :-

Ccaadbury celebration gift items are one of the most preferred gifts, from years to come. The
best part of this Rakhi gift is that sisters also gift it to their brothers as these are sweet and loved
by all.

Innternet marketing has given a great benefit of sending Rakhi gifts through online shopping
portals. Sisters can send Rakhi through these portals with full confidence. Shopping portals also
gives special scheme on festivals for their customers. Sisters living outside India can also send
Rakhi combined with sweets to their brothers. Free Rakhi with Cadbury celebrations is one of
the best ways to send feelings and wishes.

Communicating the Strategy

To promote the new Dairy Milk Megabrand, Cadbury implemented a comprehensive "360
degree support" campaign. This involved a highly coordinated set of promotional activities
across various communications channels ,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 included a point of sale competition to win a "new look", new
display units, a buy-two-get-one free promotion on 100g bars, PR and ads in the trade press. The
result was that sales of the new Megabrand products exceeded targets by 12%!

Promotional campaigns

Cadbury Bytes

Market Background:

Cadbury is the market leader in chocolates but was a new entrant in the packaged snacking
category. The company had a loyal child following but snacking was driven by teens and adults.
The Indian palette also showed a distinct preference for salty snacks. Overall brand Cadbury
strengths in the confectionery market were weaknesses in the packaged snacking market. Snacks
were also largely driven by shared consumption vis s avis confectionery which is largely an
impulse individual consumption

Competition

Well entrenched competitors and local unorganized players which are synonymous with
snacking and dominated the market.

The Brand

Cadbury Bytes was 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 Objective

Position Cadbury Bytes as the "people magnet" of snacking which led to being creatively
expressed as "Bytes Jahaan Public Wahaan!"

The Results
Cadbury Bytes expands the chocolate category.
 Cadbury 5 Star Crunchy

Market Background:

Cadbury is the market leader in the chocolates category, with Cadbury

5 Star being its second largest brand. Cadbury 5 Star which is unique bar of nougat and caramel
enrobed in Cadbury Dairy Milk Chocolate provides one of the most distinctive and involving
chocolate eat experiences. However in recent years the Cadbury 5 Star franchise was in decline.

Competition
The brand was under threat from other more offerings in the market.

The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat 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.

TheStrategy

The campaign was built around the proposition of an " unexpected

surprise" which had a surprise in every bit. This was creatively
expressed as " Naya Five Star Crunchy.. Ab har bite main Arrey!"

The campaign targeted at youth was executed in a lighthearted vein

built around a boy-girl relationship.

In order to engage youth the campaign was executed acrossTV, radio,

internet, outdoor and print media.

The Results
The brand registered double digit growth post the launch

Cadbury Dairy Milk

Background:
Cadbury dominates the chocolate market in India with a 70% share
of the market.

Cadbury Dairy Milk is its largest chocolate brand which accounts

fro a third of every chocolate bar consumed.

The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.

The Strategy:

 The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating
or " muh meetha karna" moments
 The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought
of celebrating a moment of delight with Dairy Milk
 A campaign was built around the idea of how "pappu" celebrated passing his exams with
Dairy Milk

The Media:

 A multi-media campaign was launched on TV, Internet, Radio and Outdoor

 The key was how do own the moment of " pappu passing his exams" in the media space
 An 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

The Results:
The activity contacted 20 MN students across the country and was
awarded a Bronze Lion at the Cannes Media awards in 2005
Cadbury communication through –internet medium
 Cadbury advertising

Cadburys advertisement in ATM machine to take the attention of consumer

and connected with the consumer
Cadburys dairy milk associates itself with the occasion of passing school
exams “pappu pass ho Gaya campaign “
Conclusion

In today’s competitive business environment brands have assumed a role of growing importance. They
can differentiate a company’s products and develop 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, m innovative Dairy Milk brand. Having exceeded
initial sales targets by a considerable margin, the strategy can be considered a success

Suggestions :-

1. Come up with more new product and always do product innovation to come up more new
variety of chocolates.

2. come up with more good advertisement related to new product so that consumer can attracted.

3.always give the good customers services so that customers keep on purchasing the product.