Cadbury

case analysis

AS A BRAND MANAGER OF CADBURY DAIRY MILK, YOU HAVE BEEN ASKED TO CHANGE THE CONSUMERS PERCEPTION ABOUT EATING CHOCOLATE ON A REGULAR BASIS. WHAT RECOMMENDATIONS WOULD YOU MAKE?

 Dairy Milk- You dont need an occasion to eat it! -Some people believe that chocolates are to be had only on special occasions and not otherwise. This campaign would encourage people to eat a dairy Milk chocolate, even without an occasion. Dairy milk sab ke liye - Focusing on the fact that chocolates can be enjoyed by anybody, at any age and at any time. Indulge in happiness, have a dairy milk! -Chocolate is often used as a mood enhancer. -Chocolates are also used as a token of love by using it as gift.

DISCUSS THE EFFECTIVENESS OF DEPLOYING AMITABH BACHCHAN AS ITS BRAND AMBASSADOR

STRATEGY:
Gaining back trust
Amitabh bachan: Popularity among the Indians and also the Emotional and Rational campaign (The announcement of the new pack was done through a testimonial advertisement on TV called Sincerity. It consciously addressed the problem head-on, with the superstar talking straight into camera about how before doing the ad he first convinced himself about the quality of Cadbury chocolates by visiting the factory. Consumers respected the brand for not skirting the issue but acknowledging it and giving a solution to the problem)

 Credibility, Association and Trust Value and image of the brand is defined, highlighted and refreshed by the celebrity; easy recall

 CADBURYS REGAINED ITS MARKET SHARE- Between October 2003 and January 2004, Cadbury's value share melted from 73 per cent in to 69.4 per cent. The recovery began in May 2004 when Cadbury's value share went up to 71 per cent. The company posted a high double digit sales growth in that year end. KEY MESSAGEIn media, the key message that infestation was a storage-linked problem, not manufacturing related AND THAT ITS SAFE TO EAT CADBURYS DAIRY MILK. CHALLENGEThe challenge was to restore confidence in the key stakeholders (trade and employees, particularly salespersons) and build back credibility for the corporate brand through the same channels (the media) that questioned it.

ADVANTAGES :
Establishment of Credibility: Sense of trust /authenticity Ensured Attention: Breaking the advertisement clutter. Higher degree of recall: People tend to commensurate the personalities of the celebrity with the brand thereby increasing the recall value Associative Benefit: A celebritys preference for a brand gives out a persuasive message - because if the celebrity is benefiting from the brand, the consumer will also benefit. Mitigating a tarnished image: Cadbury India wanted to restore the consumer's confidence in its chocolate brands following the highpitch worms controversy. Psychographic Connect: Celebrities are loved and adored by their fans and advertisers use stars to capitalise on these feelings to sway the fans towards their brand. Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses. Emotional appeal Wide acceptance

DO YOU THINK THE CAMPAIGN OF REAL TASTE OF LIFE WOULD BE EFFECTIVE IN THE INDIAN RURAL MARKET? DISCUSS.

 It might not be very effective The needs of the people in rural areas are very different Limited and varied buying power; not habitual India is a heterogenic market so this campaign suits this.