Company’s Profile

Product Life Cycle Of CADBURY Dairy Milk

Real Taste of Life

Communication Objective- Convey the message that there is a child in each one of us.To appeal to that child, since children loved eating chocolates. Cadbury Dairy Milk became the perfect expression of'spontaneity' and 'shared good feelings‘

What was Communicated- The Real Taste of Life it all reflected the impulsiveness and the spontaneit of the childin the adult.

Why they communicated- to re-create the image of a child in the eyes of the adults and remind them of their childhooddays and create an image that Cadbury essentially stood for childhood and stimulate them to buy chocolate so as tomake them remember the childhood days.

What was achieved- A change in Consumer mindset that chocolates were mostly for kids and young people. Throughthe campaign, adults realized they could and should enjoy chocolates as well.

Khanewalon ko khane ka bahana chahiye

Communication objective- Through the ad, it was aimed at widening thechocolate consumption among the masses and making sure the productreached a wider group of people, based on age, sex etc.

What was Communicated- The ad reflected the fact that Cadbury could beavailable and eaten by all groups of people. In the ad, an elderly lady, middle-aged man, newly married bride, young guy and a child are all seen enjoyingCadbury, which showed that all people, irrespective of their sex and age couldenjoy it.

Why they communicated- The ad was meant to stimulate purchase intentionsand enable the reach of Cadbury to a wider audience.

What was achieved- A widening of audience, which meant a wider market forthe product.

Miss Palampur

Communication Objective- The ad targeted the rural parts of India. Itfocused on Adults and values, like Sacred Cow campaigns aimed atrural India did fare well. Campaigns aimed at rural India did fare well.The share of Cadbury increased by more than 20% in rural India. Theshare of Cadbury increased by more than 20% in rural India. The brandfurther strengthened its positions with the core audience. The brandfurther strengthened its positions with the core audience.

What was communicated- It shows a villager enjoying the success ofhis cow becoming Miss Palampur. The entire village joins in thecelebration, with all having chocolates.

Why they communicated- The ad was meant to increase the reach ofthe product to rural areas and develop preferences for chocolates in therural areas.What was achieved- Enabled Cadbury to be shown as a productwhich can be enjoyed in rural areas too.

Pappu Pass Ho Gaya

Communication Objective- The ad targeted youngsters and hasbecome part of street language. It has been adopted by consumers toexpress joy in a moment of achievement/success. The ad showedassociation with little joys of life. The campaign urged people tocelebrate every little moment of happiness in their life with a chocolate.

What was communicated- The ad showed the coming out of resultsand the passing of a person called Pappu, who had failed repeatedly.All youngsters were seen having chocolate to enjoy their moment ofsuccess. Thus, it predominantly targeted youngsters.

Why they communicated- The ad was meant to reach out toyoungsters and encourage them to buy chocolates.

What was achieved- Enabling Cadbury to be portrayed as a productwhich can be had by youngsters to celebrate their successes

Kuch Meetha Ho Jaaye

Communication Objective- The ad was meant to portray Cadbury as something which can behad on all celebratory occasions. It projected chocolates as a substitute to mithai (sweets) andcheered people to have chocolate on every joyous occasion.

What was communicated- The basic depiction was that the ad showed that chocolate can beshowed as being enjoyed during Diwali and any other celebratory occasions.

Why they communicated- The idea was mainly to develop preferences among people forchocolates to sweets and stimulate the demand for chocolates in festive and joyous occasions.

What was achieved- Depiction of chocolate as a substitute to sweets and the fact that it canbe enjoyed in joyous occasions too.

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Shubh Aarambh

Communication Objective- The ad was specifically aimed at indicating a shift from the notionof celebrating happy occasions with chocolate to the happy occasions with chocolate to theconcept of anticipating concept of something good after consuming the chocolate, a substitutefor mithai. The campaign is aimed at consumers across sectors, and is supposed to have abalanced appeal across all tiers.

What was communicated- The ad depicted the starting if friendship over having Cadbury andhow a bonding developed over it.

Why they communicated- The ad was meant for the core group, i.e. consumers in the agegroup of 15-35 years. The ad was established to remind consumers about the utility of Cadbury

What was achieved- Enabled Cadbury to re-establish itself in the eyes of the core targetcustomers.

Campaign Target Shift over the years

REAL TASTE OF LIFE Child in adult From just kids to a kid in every adult.

KHANEWALO KO KHANE KA BAHANA CHAHIYE

Wider masses Appeal to wider mass based on age,gender,etc.

PAPPU PASS HO GYA Youngsters

MISS PALAMPUR Rural masses Shift to smaller packets

KUCH MEETHA HO JAE Conversion of sweet consumers to chocolate on special ocassions.

KHAANE KE BAAD MEETHE MEI KUCH MEETHA HO JAE

Targeting the habits of Indians to have deserts after meals converting the dessert to chocolate.

SHUBH AARAMBH Targeting the belief of Indians that anything begun by having something sweet provides good luck

Converting yet another segment of sweet consumers i.e. before the start of any work

Way Ahead

Cadbury planned to promote new ideas and occasions and give new reasons to the people to consume their product and associate 'meetha' with Diary Milk in people's minds.

It also utilized the strategy of using Indian traditions and customs to connect with people and form a special bond with them i.e. 'Indianization' of the brand, besides giving it a contemporary image to connect with the youth as well.

Cadbury also tried to bring in new and different variations of CDM like CDM Silk which was supposed to be even better and smoother than the original CDM...