final corporate advertising

8/14/2019 Final Corporate Advertising

1/17

Public Relation In CadburyPrepared By :

Priti Kulakarni (8122)

Vijay Kursija (8123)

Sandeep Laturkar (8124)


2/17


3/17


4/17

Public relation

"management function which tabulates publicattitudes, defines the policies, procedures andinterests of an organization... followed byexecuting a program of action to earn publicunderstanding and acceptance"

Edward Louis Bernays


5/17

Why PR?

To Compete Effectively

Better Coordination between stakeholders

Higher Customer satisfaction

Creating Brand Image

Stimulating Demand

Creating Interest


6/17

Tools of Public Relations Press Releases

Company newsletters

Press Conferences

Sponsored Events

Media Relations

Media Tours

Special Events

Speaking Engagements

Employee Relations

Community Relations and Philanthropy


7/17

CoordinateRelationships

WithStakeholders


WithStakeholders

Collect andAnalyze

StakeholderAttitudes

Collect andAnalyze


Serve As theOfficial Channelof Information


Keep the PublicAware ofOrganizations

Activities


Activities

Plan andAdministerInformationPrograms


CoordinateWith Other

Departments

CoordinateWith Other

Departments



Collect andAnalyze


Collect andAnalyze



WithStakeholders


WithStakeholders


Activities


Activities



PR Dept Functions

PRPR


8/17

Corporate

Communications

Corporate

Communications

Employee

Relations

Employee

Relations

Brand PublicityBrand Publicity Media RelationsMedia Relations

Financial/

Investor

Relations

Financial/

Investor

Relations

Crisis

Management

Crisis

Management

Financial

Relations

Financial

RelationsEmployee

Relations

Employee

Relations

Corporate

Communications

Corporate

Communications

Media RelationsMedia RelationsBrand PublicityBrand Publicity

PR Activities

PR

Activities

PR

Activities


9/17

Corporate Advertising

Advertising that is more public relations thansales promotion .

Its objective is to build a firm's corporateimage, reputation and name-awareness amongthe general public or within an industry.


10/17

Establish Corporate IdentityEstablish Corporate Identity

AdvocacyAdvocacy

Demonstrating Social

Responsibility

Demonstrating Social

Responsibility

AdvocacyAdvocacy

Establish Corporate IdentityEstablish Corporate Identity

Three Corporate Advertising Objectives

ObjectivesObjectives


11/17

Create a good citizen image through2. Convey the organizations commitment to the concerned publicsas well as general publics

3. Boost both employee management relation & employee moraleenabling all members of the internal public to discover a newvitality.4. Raise money from the public which gives rise to demand forresplendent images like financial reliability, leadership, strength &competence.

5. On the marketing front it is easier & cheaper to sell product orservices with less marketing budget.


12/17

Crisis Management On October,2003 Cadbury's Dairy Milk Chocolate (Batch No 28F3I10703) had

worms in it

Manufacturing Plant at Thane near Mumbai

The state Food and Drug Administration has ordered to seizure of Cadbury's DairyMilk chocolates from all over Maharashtra

Two of them were found in Mumbai

Cadbury explain that bad storage by retailers and distributors that led to theworms

Cadbury sales 1000 tones (30%) were fall during Diwali festival


13/17

FMCG sector plagued by slow, low single digit toplineand bottomline growth

Cadbury was a sweet exception Net profit in 2003 fall 37% to Rs 45.6 crore (Rs 456

million) as compared to a 21% increase the previous year


14/17

Responding to Crisis The Maharashtra Food and Drug Administration had given a clean chit to

the company's two plants in the state

Cadbury went into overdrive to tell consumers that improper storage of

what is essentially a perishable commodity might lead to worm infection

Cadbury accepted their problem

Cadbury improved the packaging and paid more attention to the way


15/17

Steps Taken After the controversary cadbury launched Project Vishwas, a retail education

programme under which 190,000 retailers were covered

The programme entailed generating awareness and providing assistance inimproving storage quality

The new double packaging like13 gm Rs 5 Cadbury Dairy Milk, had the barwrapped in aluminium foil and enclosed in a polyflow pack, which was sealedon all sides

Cadbury invest nearly 25 crores for improved packaging

Cadbury given quality checking facilties to warehouses,retailers anddistributors


16/17

Gaining Back Trust With the help of its Public Relations Dept. and advertising agency O&M, it created a

campaign which aimed for both rational and emotional appeal

One of the ads showed Bachchan visiting a Cadbury plant, inspecting the systems and

processes and finally consuming a bar of chocolate to be convinced that there's nothingwrong with the brand

Cadbury invest 40 crores for advertising

Cadbury has 73% market share

Between October 2003-January2004 Cadbury's value share melt from 73 per cent into 69.4 per cent

Recovery began in May2004 and cadbury market share went to71%


17/17

THANK YOU

final corporate advertising

Documents