Promotion strategies adopted by Cadbury (the whole history) – how Cadbury had transform his promotional strategies over a period of time .

Company Overview

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.

In India, Cadbury began its operations in 1948 by importing chocolates.

After 60 years of existence, it today has five company-owned manufacturing

facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and

Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota

and Chennai). The corporate office is in Mumbai.

TARGET MARKET

• THE INDIAN CHOCOLATE MARKET IS VALUED AT

RS. 650 CRORES (I.E. RS. 6.50 BILLION) A YEAR.

THE INDIAN CHOCOLATE BAZAAR IS ESTIMATED

TO BE IN THE REGION OF 22,000-24,000 TONNES

PER ANNUM, AND IS VALUED IN EXCESS OF US$ 80

MILLION.

• INDIA'S METROS PROVING TO BE THE BIG DRAW

CLOCKING PENETRATION IN EXCESS OF 15

PERCENT. NEXT, COMES THE RELATIVELY SMALLER

CITIES/TOWNS WHERE CONSUMPTION LAGS AT ABOUT 8

PERCENT. CHOCOLATES ARE A LUXURY IN THE RURAL

SEGMENT, WHICH EXPLAINS THE MERE 2 PERCENT

PENETRATION IN VILLAGES. THE MARKET PRESENTLY HAS

CLOSE TO 60MN CONSUMERS AND THEY ARE MAINLY

LOCATED IN THE URBAN AREAS.

PRODUCT VARIANTS

• CURRENTLY CADBURY INDIA OPERATES IN FOUR

CATEGORIES VIZ. CHOCOLATE CONFECTIONERY, MILK

FOOD DRINKS, CANDY AND GUM CATEGORY

• CADBURY DAIRY MILK, 5 STAR, PERK,ÉCLAIRS AND

CELEBRATIONS

• CANDY CATEGORY HALLS

• BUBBLE GUM BRAND BUBBALOO

• BOURNVITA - THE LEADING MALTED FOOD DRINK (MFD)

PRODUCT INNOVATIONS

• 5 STAR:

CONSUMER FEEDBACK SUGGESTED THAT THE OLD 5 STAR

WAS TOO CHEWY, AND PEOPLE COMPLAINED OF IT

STICKING TO THEIR TEETH. IT WAS MADE SOFTER AND

MELTED EASILY IN THE MOUTH & INTRODUCED AS 5 STAR

CRUNCHY

• PERK:

PERK WAS MADE MUCH LIGHTER AND THE SIZE OF THE BAR

INCREASED TO MATCH NESTLE’S MUNCH. PERK HAD BEEN

UNDER FIRE FROM NESTLE’S DEADLY DUO OF KITKAT AND

MUNCH, BUTAFTER THE RELAUNCH, ITS MARKETSHARE IS

TWO PER CENTMORE THAN KITKAT’S. AND, THE FIVE-YEAR-

OLD BRAND IS NOWALMOST AS BIG AS THE DECADES-OLD

Cadbury Celebrations :Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai

and dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of

chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits

enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin

magic, cashew magic, nut butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive

offering is an exotic range of chocolate covered dry fruits and nuts in various

flavours and the premium dark chocolate range which is exotic dark chocolate in

luscious flavours.

Cadbury Celebrations has become a popular brand on

occasions such as Diwali, Rakhi, Dussera puja. It is also a major

success as a corporate gifting brand. The communication is

based on the emotional route and the tag line says "rishte

pakne do" which fits with the brand purpose of strengthening your relationships

with something sweet.

Cadbury five star

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. In o rder to engage youth the campaign was

executed acrossTV, radio, internet, outdoor and print media.

INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was

introducing Cadbury as an after dinner sweet. Indians are fond of having dessert

after their dinner. Cadbury aimed at replacing the traditional sweets. Apart from

its after dinner advertisement Cadbury targeted adults rather than children. In

most of its advertisements, the brand is endorsed and advertised by adults rather

than by children even though it basically sells chocolate. Such type of

advertisements have created a very wide range of consumers for Cadbury. Its

products are not limited to children alone. Adults like the products of Cadbury as

much as children do.

Another reason for Cadbury being such a successful brand was that it aimed at

replacing the traditional sweet custom so prevalent in India. Indians have the

habit of carrying sweets as gifts when they visit a friend or relatives. Cadbury

items became the new sweets. It was not only considered better but also superior

to carry Cadbury instead of the normal sweets. Cadbury also aimed at selling in

bulk during festive seasons such as diwali and rakhi.

Diwali and rakhi packs are designed to give a feel of the festivities going on. They

are exclusively indianised. The chocolate packs contain special chocoloates such

as dry fruits rich chocolates as people normally serve dry fruits during diwali.

COMMUNICATING STRATEGY

To promote the new dairy milk megabrand , Cadbury implemented

comprehensive “360 degree support” campaign. This involved a highly

coordinated set of promotional activities across various

communications channel 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 include a point of sale competition to win a

To promote the new Dairy MilkBrand core:This is the creed or genetic code of the brand;campaign. This involved a highly Megabrand, Cadbury implemented aTo promote the new Dairy MilkBrand core:This is the creed or genetic code of the brand;Megabrand, Cadbury implemented a

new look , new display units , a buy-two-get-one free promotion on 100g bars, PR

and advertisements in the trade press. The result was that sales of the new

Megabrand products exceeded targets by 12 % !!

Section I.01Cadbury Advertising Timeline Section I.02 1867 Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the slogan ‘Absolutely pure, therefore best’.

Section I.03 1900 Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press adverts to advertise their products.

Section I.04 1920s-30s Cadbury promoted their products through the war by creating the ‘Chocolate Mystery Man’ character. He gave out free gifts, but only if he could be found.

Section I.05 1928 Cadbury Dairy Milk poster campaigns began using the iconic ‘glass and half’ slogan and image to stress its high milk content.

Section I.06 1930s Cadbury’s status as the nation’s favorite brand becomes the most important feature of the company’s advertising.

Section I.07 1938 150,000 people went on the factory tour every year. It began in 1902 to link people more closely with Cadbury.

Section I.08 1939 During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold.

Section I.09 1951 ‘The Bournville Story’, a film promoting Cadbury, was made and shown cinemas around the country.

Section I.10 1955 Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year.

Section I.11 1957 Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient.

Section I.12 1959/60 Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own.

Section I.13 1970-1974 Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% (‘Everyone’s a Fruit & Nut Case’, ‘NUTS whole hazel nuts’).

Section I.14 1983 The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar.

Section I.15 1990 Cadbury World opened a £10 million replacement for factory tours. 350,000 people visited in the first year.

Section I.16 1996 Cadbury began a £10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people.

Section I.17 2007 The Cadbury ‘Gorilla’ ad premiered, immediately becoming one of the most popular adverts in recent years.

TV COMMERCIAL OF CADBURY

Cadbury’s Christmas Club advertisement Poster - 1935

This advert is dramatically different from the most recent adverts shown on T.V

and in poster form. The advert is much more old fashioned, naturally, compared

to the adverts which are produced now a days by Cadbury’s. The colours used in

the modern posters are very bright and attractive the “Cadbury’s Colour” is purple

so there tends to be a purple theme throughout all of the posters and adverts

where as in the early days of Cadbury’s this wasn’t particularly the case, also in

the latest adverts there tends to be a slogan or jingle but in some of the earlier

promotions of the products there was no catchy slogan.