Cadbury - PR Roadmap

Content

2009 PR Campaign Imperatives Increase market share & grow chocolates as a

category Build greater customer affinity Workforce motivation to support business goals Promote COCOA cultivation

Plan of action

Increase market share & grow chocolate as a category

PR Campaign Imperative - 1

Our Targets

Consumers: children below the age of 15

Consumers: adults

Trade partners

Employees

Purchase influencers: doctors, nutritionists, media, industry associations

Opportunity: Health Platform Chocolate is good for health

Chocolate is a valuable nutritional substance

Chocolates contain Polyphenols, Catechins, Epicatechins, Flavanoids and Stearic acid (also found in olive oil) which provide Anti oxidants that protect your heart, protect you from

cancer especially colon cancer contains Cocoa butter which coats the teeth and helps prevent

plaque make you feel great / happy: is an energy booster and an

aphrodisiac

Challenges: Health Platform Need to confirm through Cadbury’s research How much of these substances exist in available products

How are these substance affected in Indian chocolates by processing, storage (home and in store)

How much reaches the customer

Caution on amount of consumption: fat and sugar issues

Program: Health Lifestyle and leisure Editorial Media

Articles by leading nutritionists eg: “A chocolate a day… is good for health” “Your daily dose to great health” “consume a little every day to stay fit all your life...”

Doctor / Nutritionist contact program IMA, IAP, IDA to share new research on a need to know

platform Seek endorsements Provide them with consumer literature for sharing Identify potential tie-up partners

Cadbury to Colgate - ring of protection

Build greater customer affinity

PR Campaign Imperative - 2

Creating Preference

Brand Calendar Annual PR Calendar to be developed with inputs from brand teams

to ensure sustained visibility for various brands factoring in the high and low visibility periods

Chocolate Moments - takeaway Listing of moments, celebrations and occasions for chocolate

consumption backed by scientific research data Food Guide – dedicated chocolate section Interesting content and trivia on chocolate, its compatibility with

other F&B, and special recipes developed jointly with a gourmet specialist

Creating Preference

Bridging with online Cadbury community Preview to new product offerings / advt. campaigns, special offers,

complimentary access to sponsored events, idea review board, sampling – product reviews

Marketing and promotional initiatives Maximize news impact by leveraging the correct media mix

nationally and regionally for brands – CDM (5 Star, Celebrations, Perk & Éclairs), Bournvita, Halls, Borunville and Bubbaloo

Alliances Seek opportunities for partnering / striking mutually beneficial

alliances with existing Ogilvy PR clients and others for brand promotion

Workforce motivation to support business goals

PR Campaign Imperative - 3

Employee Communications

Prospective employee Influence perception through sustained highlighting of

successful HR initiatives in mainline national media One to One dialogue with students at premiere management

institutes Case study presentations by senior management Pre Placement meetings – with junior and senior

management executives

Current employee initiatives Newsletters “Winning with Anand” “MD’s update” Employee / group profiling in media – highlight

achievements / successes

Promote COCOA cultivation

PR Campaign Imperative - 3

Grow Cocoa CampaignChallenge Communicate with farmers in Kerala, Andhra Pradesh and

Tamil Nadu to effect mindset change and promote cocoa cultivation

Change Initiators Education tools Engagement mediums

Infomercials (Radio & TV) Audio & video capsule on cocoa cultivation and its benefits to

be tailor made for airing on local news channels and mobile vans

Media editorials Spokesperson interviews Placement of articles on cocoa cultivation and benefits Case studies (success in other markets) placement

Performance Measure

Items Target Volume

Brand Stories in prominent media 5 nos. per month

Employer brand stories in relevant key media

2nos. Per month

Cocoa stories in key media reaching out to farming community in Kerala, Andhra Pradesh and Tamil Nadu

5 nos. per month

Other Evaluation parametersEffective usage of communication mediums to communicate Brand PR and Employer brand success Key Media Relationship

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