Q1.

As a brand manager of Cadbury Dairy Milk, you have been asked

to change the consumers perception about eating chocolates on a
regular basis. What recommendation would you make?
Consumer Research to find out the current perception of chocolates about chocolates

Increase the relevance of category in the life of consumer

Redefine the Category and communication
Change in communication strategy Just for kids to the kid in all of us
Change in the STP

When they had to increase the consumer base
The objective was to make Dairy Milk part of Indian customs and culture
Indianized
Redefine the communication strategy with the catch lineThe real taste of Everyones Life
Change in STP

How Cadbury did it
What we learn from
Cadbury
Recommendations
Consumer research to find out the current perception among consumer

What is the objective- Increase consumer base

Redefine communication strategy

Redefine STP

How Cadbury did it
What we learn from
Cadbury
Recommendations
Objective: change in perception about eating chocolate on regular basis. This can be done by increasing the
personal relevance
Consumer current perception
Perceived as sweet , warm and delightful

Differentiated marketing strategy. E.g Khane wale ko khane ka bahana chahiye

Promote chocolate as tooth friendly, low sugar, Fat free, Made using highest standard of hygiene

Better substitute to adulterated sweets

Dairy milk for all occasions bad and good timings

Dairy milk for everyone

For everything you do there is a dairy milk

How Cadbury did it
What we learn from
Cadbury
Recommendations




Most celebrities act in the capacity of persuasive role models and, that too, they
usually appear in television commercials. Discuss the effectiveness of deploying a
celebrity such as Amitabh Bachchan as its brand ambassador.
Celebrity
Endorsement
factors
Celebrity-
Product
Match Celebrity-
Target
Audience
Celebrity
Popularity
Celebrity
Credibility
Celebrity
Values
Celebrity
Reach
Fit with
advertising
idea
Proper use
of
promotional
medium
Celebrity
Availability
Cost of
acquiring
celebrity
Celebrity
Controversy
risk
Bachchan-Cadbury Association
Q.3 Do you think the campaign of real taste of life would be effective in the
Indian Rural Market?
Objectives
Through this advertisement campaign they wanted to appeal to the adults that there is a hidden child in
each of us and by having dairy milk we can relive those child moments again

It was attempted to capture child like spontaneity in every adult in their daily stressful lives and provide
satisfaction to the adults in form of expressing hidden joy
REASONS CAMPAIGN WOULD NOT BE SUCCESS
The advertisement campaign has a completely urbanized setting and it has been found that rural audience
have failed to grasp urban television commercials.
Conventional media has limited reach and impact on rural audience.
Awareness to new media claiming more satisfaction in life do not lead to impatience with rural consumer
because of his perception of satisfaction.
The values shown in the advertisement campaign are not in sync with the Indian rural value system where
Indian rural values are:




not wanting to
express yourself
fully-where the
advertisement
believes in letting go
of conservations
CONSERVATISM
buying products
that have sheer
utility value-where
the advertisement
believe in showing
that indulgence is
good
UTILITARIANISM
a close and bonded
relationship with
family)-where the
campaign shows
nothing of family
bonding
FAMILY
BONDING
a desire to get
influenced by
celebrities -where
the advertisements
dont have any
celebrity face
CELEBRITY
ORIENTATION