Cadbury (Ad-Campaign As a part of promotion)

 Cadbury (Ad-Campaign As a part of promotion)

Introduction

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second-largest confectionery brand in the world after Mars. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Crème Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports.

Target Audience

¨  A target market or target audience is a group of people that will basically need or want your products and services. Target market is defined in terms of age, sexual orientation, gender, economic class, religion, ethnicity, or location. This socio-economic grouping process allows business to create profiles of the typical consumers who will likely buy the products of your company.

¨  The prospective customers of Cadbury Dairy Milk have changed from kids to adults including every family member to celebrate any special occasion with Cadbury chocolate.

Problems

¨  Cadbury India Ltd. Has begun investigations into reports that live worms were found in its dairy Milk chocolate bars, the company said in a statement.

¨  We are concerned about these reports and are investigating it, a company spokesperson said.

¨  The Maharashtra Food and Drugs Administration (FDA) had announced Monday that it would prosecute Cadbury India Ltd. After tests indicated (insect infestations) in the chocolate sample tested.

Advertising Objective

¨  The objective of the advertising or campaigning of the product is to change the image in the customers. To change this perception, Cadbury came up with a series of campaigns targeting the adult group and consumers in the age group 15-35. It tried to engage the customers in various ways. Starting with the (Real taste of life) campaign the company encouraged people to bring out the child in them. It can be the change his image as alternative to the domestic sweets(mithai) which is famous in Indian special occasion.

Budget

¨  Total Budget-35Cr.

¨  Making Video-5Cr.

¨  TV Commercials-10Cr.

¨  Print Ad (like as Newspaper, Magazine etc.)-10Cr.

¨  Online Web Portals-10Cr

Effective Message

¨  Kuch meetha ho jaye.

¨  Real taste of life.

¨  Meethe mein kuch meetha ho jaye.

Execution

¨  The company came up with more innovative campaigns to increase the number of occasions on which people could eat dairy milk.

¨  The (Kuch meetha ho jaye) campaign was an effort to try and replace the traditional Indian sweets with dairy milk.

¨  In Indian tradition people generally eat and distribute sweets on any joyous, festive occasion and Cadbury tried to depict all those occasions.