Marketing Management II

Assignment

A Marketing Project On Cadbury s Dairy Milk

Under Guidance of : Dr. Saji K.B. Nair Submitted By: Group No. 1

Sl. No. 1 2 3 4 5 6

Roll No. 50001 50003 50004 50005 50016 50034

Name Abhijit Roy Chowdhury Aniketna Kriti Anjali Sinha Ashish Kumar Bharti Kajal-2 Ravindra Kumar

Acknowledgement
Marketing is a very diverse and vast area is in itself. It would not have been possible without proper guidance and support. We had a golden opportunity t have Dr. Saji. K.B. Nair as a mentor for this project. Our project on marketing is an output of discussions, meetings, ideas and thoughts. Our respondents and resources available at CIMP proved to be an incomparable source of information. Our parents and elders were there to support us ethically without which we would have been on square one.

Thanking all, Group 1 Abhijit Roy Chowdhury 50001 Aniketna Kriti 50003 Anjali Sinha - 50004 Ashish Kumar Bharti 50005 Kajal Parmar 50016 Ravindra Kumar 50034

Introduction Company profile

Cadbury is a British confectionery company owned by Mondelz International Inc. and is the industry's second-largest globally after Mars, Incorporated . With its headquarters in Uxbridge, London, England the company operates in more than 50 countries worldwide. The company was known as Cadbury Schweppes from 19692008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr. Pepper Snapple Group). Cadbury India began its operations in India in 1948 by importing chocolates. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural University to undertake cocoa research. Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India operates in four chocolate confectionery, milk food drinks, beverage and candy & gum category. Its products include Cadbury Dairy Milk, Bournville, 5-Star, Perk, Gems, Eclairs, Bournvita, Celebrations, Bournville, Cadbury Dairy Milk Shots, Cadbury Dairy Milk Silk, Halls, Tang and Oreo. It is the market leader in the chocolate confectionery business with a market share of over 70%.The Brand Trust Report, India Study, 2011 published by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list. Cadbury India will soon launch parent Mondelezs legendary triangular Swiss chocolate brand Toblerone, to take on Italian brand Ferrero Rocher in the premium chocolate market .

Cadburys Dairy Milk

Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury; except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate. Cadbury chocolate in June 1905, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best-selling product by 1913. George Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customers daughter suggested Dairy Milk, the name stuck. Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk content.

Marketing Communication
Marketing communications are messages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product. The specific mix of promotion tools that a company uses to pursue its marketing communication objectives is called as Marketing Communication Mix. The promotional mix has six major tools, they are: Advertising: It is any paid form of non personal presentation and promotion of ideas by any identified sponsors. Sales Promotion: Sales promotion is the process of persuading a potential customer to buy the product. Personal/ Direct Selling It involves the selling by direct sales force appointed by the company. Direct contact with the customer is very valuable for the company as it provides accurate requirement and feedback from the customers Public Relations & Publicity: Variety of programs used by marketer to positively affect the image of the product and company is what to referred to as Public Relations. Direct Marketing:

When there is no intermediaries between end consumer and manufacturer, this process is referred as Direct Marketing. Events and Experiences

1. Mission:
1.1. Advertisement objectives (classification 1):
Since Cadbury Dairy milk is a well known product and has its reach in almost every part of India, so advertising objective should be To Persuade and To Inform

1.2. Advertisement objectives (classification 2): 1.3. DAGMAR Approach:

Following the DAGMAR approach, the marketing communication objectives of Cadbury India Ltd. can be divided into five category objectives, they are:

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Objectives (a)Building company's image (b) Communicating Price Creating awareness (c)Creating brand preference Maintaing awareness level (a) Representing product as best to ocassion (b)Changing buyer's Creating Conviction perception of product attributes (c) Emotional attachments (a) Communicating availability of product Creating Action (b) Increasing swtiching to product (a) Communicating benefits of the product (b) Removing stereotype Removing Unawareness regarding pricing ( c) Communicating ingredients (a) Communicating variants available Creating Comprehension (b) Communicating symbols

DAGMAR Approach

Promotion Tool Banners Posters TV commercials

TV Commercials

Sales Promotion

TV Commercials Advertisements Magazine ads

TV Commercials Hoardings/ Posters

Recommendation:
Since Cadbury targets to be the market leader in long run, it has to meet its generic marketing objective, which can be achieved by increasing sales volume and consequently sales revenue. For this, Cadburys marketing communication needs to be aggressive and intensive.

 Since Cadbury Dairy Milk is FMCG product and is market leader it should adopt push strategy to increase sales volume.

Message Decision:

Creative concept used by Cadburys Dairy Milk: Most of the advertisement copies of Cadburys Dairy Milk revolves around a theme, basically the quality, occasional need, substitute to sweets, emotional attachment. Its advertisement copies (specially the videos) are attention grabbing, as they make it simple, depicting the love and affection, among the family members, but strong enough to convey the required message to the receiver (consumer)

The advertising messages of Cadburys Dairy Milk include the following components:The Appeal This refers to the underlying idea that captures the attention of a message receiver. Cadburys appeal shows the importance of something special in ones life.. Value Proposition The message of Dairy milk contains a reason for customers to be interested in the product. It emphasizes the benefits obtained from using the dairy milk. Slogan Slogan is used to help position the product in a customers mind and distinguish it from competitors offerings, advertisements contains a word or phrase that is repeated across several different messages and different media outlets. Shubh Aarambh:The company very well knows the Indian culture and tradition that exists in here. Its considered very much auspicious and good luck when a new thing starts with sweetness. Cadburys dairy milk is the substitute for the sweets. Kuch meetha ho jaye :In every happy, joyful moments its in tradition to taste something sweet. Kuch meetha ho jaye symbolizes the respect for the culture and appeals to use Cadburys Dairy milk as a sweet.

Recommendations: The message delivered through the advertisement of Cadburys dairy Milk, seem near perfect in a way. But after minutely analysing the various advertisements circulated by the Cadbury, it is evident that, company is more focusing on special occasions or in the appeal to use the product in the starting of something new. For ex: A Cadbury can be gifted to a sister by her brother any day at any time, its not necessary a festive like Rakhi only brings the moment to share a Dairy Milk. Rather, the product can be projected as a product for every time.

Media:

Media planning (Stage I):

Environment Analysis

Marketing Strategies

Advertising Strategies

Creative Strategy

Setting Media Objectives and Strategy Selecting broad media classes Selecting media types with media classes

Selecting specific media vehicle within media types

Media Planning Process

Media Classes:
Media Class Print Media Type News paper Magazines Media Vehicle Hindustan Times of India Telegraph

Electronic Television Radio Internet Social Social Sites

Cartoon channels, music channels, TV serial channels Radio Mrichi Big FM Sponsored Sites Facebook.com Twitter.com

Transit

Moving Vehicles

Delivery Vans Buses

Purchase point

Visual Aids

Posters Danglers Banners

Media Planning (Stage II) :

Media Schedules:
As Cadbury Dairy Milk is very popular and market leader, pulsing advertising schedule is used. In pulsing schedules we dont advertise constantly through out the year but advertise for few months aggressively and then advertise very less for other few months. It is a combination of continous advertising flighting schedule and flighithing advertising schedule.

Money:

Ad Budgeting Approach: Among four available methods of ad budgeting objective-and-task method should be used.

Media costing method:

Cadbury uses especially electronic media for advertisement purpose, hence it goes for rate points method. On the basis of rate points by agencies , company decide the program and timing of the advertisement. Cadbury generally opt for high rate (high viewership) programs on television and pay high amount on the advertisement. It is also clear through rate points that which media vehicle is to be used, and which will be cost effective.

Objective-and- Task Method:

Step 1: Define specific objectives Step 2: Determine the tasks that must be performed to achieve the objectives Step 3: Estimate the costs of performing the tasks Step 4: Advertising budget

Measurement:
Methods: Pre- Test Methods: 1. Check List Method 2. Consumer Jury Test 3. Sales Area Test

4. Inquiry Test 5. Other Pre Test Methods

Post- Test Methods: 1. Recall test 2. Readership Test 3. Other posts tests