MM2 Assignment Group1

8/13/2019 MM2 Assignment Group1

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Marketing ManagementII

Assignment

A Marketing Project On CadburysDairy Milk

Under Guidance of : Dr. Saji K.B. Nair

Submitted By: Group No. 1

Sl. No.

Roll

No. Name

1 50001 Abhijit Roy Chowdhury

2 50003 Aniketna Kriti3 50004 Anjali Sinha

4 50005 Ashish Kumar Bharti

5 50016 Kajal-2

6 50034 Ravindra Kumar


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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,

Group1

Abhijit Roy Chowdhury50001

Aniketna Kriti50003

Anjali Sinha - 50004

Ashish Kumar Bharti50005

Kajal Parmar50016

Ravindra Kumar50034


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Introduction

Company profile

Cadburyis 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 Schweppesfrom 19692008 until its

demerger, in which its global confectionery business was separated from its USbeverage 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 shareof 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 .


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CadburysDairy Milk

Dairy Milkis 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 ahigher 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.


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Marketing Communication

Marketing communicationsare 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 promotionis the process of persuading a potential customer to buythe product.

Personal/ Direct SellingIt 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:


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When there is no intermediaries between end consumer and manufacturer,

this process is referred as Direct Marketing.

Events and Experiences1.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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Sl. NO. DAGMAR Approach Objectives Promotion Tool

1 Creating awareness

(a)Building company's

image

(b) Communicating Price

(c)Creating brandpreference Maintaing

awareness level

Banners

Posters

TV commercials

2 Creating Conviction

(a) Representing product as

best to ocassion

(b)Changing buyer's

perception of product

attributes

(c) Emotional attachments

TV Commercials

3 Creating Action

(a) Communicating

availability of product

(b) Increasing swtiching to

product

Sales Promotion

4 Removing Unawareness

(a) Communicating benefits

of the product

(b) Removing stereotype

regarding pricing

( c) Communicatingingredients

TV Commercials

Advertisements

Magazine ads

5 Creating Comprehension

(a) Communicating variants

available

(b) Communicating

symbols

TV Commercials

Hoardings/ Posters

Recommendation:

Since Cadbury targets to be the market leader in long run, it has to meet itsgeneric 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.


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Since Cadbury Dairy Milk is FMCG product and is market leader it shouldadopt push strategyto increase sales volume.

Message Decision:


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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)


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The advertising messages of Cadburys Dairy Milk include the following

components:-

The AppealThis refers to the underlying idea that captures the attention of a

message receiver. Cadburys appeal shows the importance of something special inones life..

Value PropositionThe 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 advertisementscirculated 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.


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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


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Media Classes:

Media

Class

Media

Type Media Vehicle

Print News paper Hindustan Times of India

Magazines Telegraph

Electronic Television

Cartoon channels, music

channels, TV serialchannels

Radio Radio Mrichi

Big FM

Internet Sponsored Sites

Social Social Sites Facebook.com

Twitter.com

TransitMovingVehicles Delivery Vans

Buses

Purchase

point Visual Aids PostersDanglers

Banners

Media Planning (Stage II) :

Media Schedules:As Cadbury Dairy Milk is very popular and market leader, pulsing advertising

scheduleis 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:


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Ad Budgeting Approach:

Among four available methods of ad budgeting objective-and-task

methodshould 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 Method2.Consumer Jury Test3.Sales Area Test


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4.Inquiry Test5.Other Pre Test Methods

Post- Test Methods:1.Recall test2.Readership Test3.Other posts tests

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MM2 Assignment Group1