ADVERTISING AND SALES PROMOTION

STRATEGIES USED BY CADBURY DAIRY MILK

Submitted to: Ms. Shruti Gupta

Submitted by: Deepak Raghav PG20102093

Introduction
The journey of Cadbury Dairy Milk with chocolate lovers in India began in 1948. The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Dairy Milk. Recently, Cadbury Dairy Milk Something Sweet after meals. Deserts was launched, specifically to cater to the urge for

Cadbury Dairy Milk has exciting products on offer- Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate, giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and has been a part of every Indians moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value of the Indian chocolate market. In the early 90s, chocolates were seen as meant for kids, usually a reward or a bribe for children. In the Mid 90s, the category was re-defined by the very popular Real Taste of Life campaign, shifting the focus from just for kids to the kid in all of us. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of spontaneity and shared good feelings. In the late 90s, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the Khanewalon ko khane ka Bahana Chahiye campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the Kuch Meetha Ho Jaaye campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase Pappu Pass ho Gaya became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement/success. The success of the Cadbury Dairy Milk strategy is purely based on how a brand initially tries to extend from a segmentation strategy, as a part of a market development strategy to further create new associations and thus work towards market penetration strategy. Cadbury Dairy Milks efforts to make the brand relevant by developing new associations like festivals, marriages, sharing a good news and etc, clicked well with the masses and extended the products usage platform from a limited situation to an extended buying situation.

Advertisements and sales promotion done for Cadbury Dairy Milk

Media Choice made by Cadbury Dairy Milk
National advertisements with endorser Sponsoring various events and shows on Television Ad in Local news papers Radio Hoardings Pole Kiosk Shelf Display

Various tag lines used for Cadbury Dairy Milk

The real taste of life Kuch meetha ho jaye Shubh Aarambh Meetha hai khana aaj pehli tareekh hai Thodi si pet puja kabhi bhi kahin bhi.

Advertising Media
Television, the print media and posters have been the main media of communication for Cadburys advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also explored many new ways of getting their message across to the consumers. Sheet Metal Dispensers: This purple salesperson for Cadburys is found in almost every shop stocking their chocolates. Since it is placed on the cash counter, its design offers visibility, ease of vending, and protection from the elements. It is also placed in the most appropriate position to cater to the impulse buyers. This first from CIL has become so popular that is now the standard Design for all chocolate manufacturers. Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In high throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility of the product. Jars: These are provided to small outlets, where they are prominently displayed.

The Advertising Message

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early 1990s. Most, if not all, of Cadburys advertisements in India feature people over 18 years of age. The message that CIL seems to be attempting to put across is this: In every adult, there is a child - let that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy, delicious chocolate. This approach appears to be unique to Cadburys. CILs biggest competitor, Nestle, often stresses the energy giving aspects of chocolate (for example, in advertising for Nestle Charge), or on other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of Nestle Bar One.

Message Execution
Cadburys multi-award winning campaign- The Real Tate of Life - launches in the 90s attempts to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult. Catchy lines such as The Real taste of life, Khane walo ko khane ka bahana chahiye, or Reach for the stars, are also used extensively, and to good effect in Cadburys advertisements.

Cadbury Dairy Milk Chocolates has been the market leader in the chocolate category for years. And has participated and been a part of every Indians moments of happiness, joy and celebration. Conceptualized by Ogilvy & Mather, all the Cadbury Dairy Milk campaigns be it Shubharambh-Kuch meetha ho jaye or the latest khaane ke baad meethe mein kya hai have been able to bring smiles on all faces watching the TVCs.

The Real Taste of Life campaign, shifting the focus from `just for kids to `kid in all of us. It appealed to the child in every adult.

The interactive campaign for Pappu Pass Ho Gaya

Meetha hai khana aaj pehli tareekh hai campaign to celebrate Pay Day/Salary Day.

Meetha Ho Jaye campaign: As per the Indian rituals we use to have something in meetha like curd with sugar to start any new work or like. The same thing was seen in this commercial.

Kuch

Meetha Main Kya hai campaign: Indians have habit to have meetha after taking their meals so Cadbury still giving reasons to all for having bit of Cadbury Dairy Milk.

SALES PROMOTION:Sales promotion is one of the four aspects of promotional mix. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, and loss leaders, point of purchase displays, premiums, prizes, and product samples. Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.

Consumer sales promotion techniques:Loyal Reward Program - Consumers collect points, miles, or credits for purchases and
redeem them for rewards.

Cents-off deal - Offers a brand at a lower price. Price reduction may be a percentage marked on
the package.

Price-pack deal -The packaging offers a consumer a certain percentage more of the product for the
same price (for example, 25 percent extra).

Coupons - Coupons have become a standard mechanism for sales promotions. Free-standing insert (FSI) - A coupon booklet is inserted into the local newspaper for
delivery.

On-shelf couponing - Coupons are present at the shelf where the product is available. Online interactive promotion game - Consumers play an interactive game associated with the
promoted product. See an example of the Interactive Internet Ad for tomato ketchup.

Contests/sweepstakes/games The consumer is automatically entered into the event by purchasing

the product.

Creative Aspects
In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print. Since the beginning of advertising, strategies have been created, starting with the simplest (weak) strategies in the 1940s.

Public Relations (PR)

Public relations is all about making sure that a company builds and maintains good relations with their target audience. This includes such activities as working to make sure newspaper journalists write positive things about the product or service, or organizing events to help raise the profile of the product or service.

Social and Ethical Issues

Corporate Social Responsibility:
Cadbury India always believed that good values a good business go hand in hand.CSR is about doing the business responsibility. Cadbury has a tradition of caring for the environment and enriching the quality of lives of the communities they work and live in, through a variety of result oriented programs such as:

Sarvam Program- With operations around the Pacific Ocean, Cadbury responded immediately to
the Asian Tsunami in late 2004. After initial emergency relief donation they established a Tsunami Regeneration Programme for essential long-term community rebuilding.

Cadbury spreads smiles at Vatsalya- Cadbury India has partnered with Vatsalya
Foundation, an NGO working with underprivileged street children in Mumbai. Vatsalyas motto is to give the child a supportive environment to live and gain skills so that they become contributing members of a society.

Cadbury India supports the building of a Neo-natal ward- In an effort to provide a

health start to the newborn infants of the local community in the Thane district; we have supported the construction of a neo-natal- hospital ward at Thanes municipal hospital. The ward gives specialized and intensive care for premature and critically ill newborns.

Conclusion
Cadburys strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product; it seeks to tap into emotions normally associated with chocolates. Efforts were made for the Indianisation of the brand and to increase width of consumption by entering the Indian mindspace, make Cadbury Dairy Milk part of Indian customs. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able to build and maintain a leadership position in the market with many loyal customers.