Developing Effective Communications

1. Identify the target audience

Cadbury, the leading confectionery brands serves a wide range of market. The
confectionery market of India is close to 1.1 billion $, growing at around 20% every year
and Cadbury being a leader, targets all kind of segments through their advertisement
campaigns. It aims to achieve an ambitious target of Cadbury in every pocket by
extensive penetration of the market.
When the Cadbury Dairy Milk was first launched in India, its primary target were
products focussed for children as they are the ones who are fond of chocolates the most.
Also as children have a poor decision making skills regarding purchase, commercial
pressures do impact them and Dairy Milk targets at the right spot. Children most of the
times either purchase by themselves or make their parents purchase for them. Even
Cadbury 5 star tries to target children.
Teenagers and youths are the ones who are targeted the most by both Dairy Milk as well
as 5 star through the advertisement campaigns being specifically made for them as they
are the ones who uses chocolates in almost every occasions and have a purchasing power
as well. Also, Dairy Milk view couples and teenagers in love as their target audience as
they can use chocolate as a mark of expression of love.
Cadbury identified that the rural market has been untapped and a large revenue can be
generated from them. They see them as their potential customers with rising income and
spending behaviour in rural areas.
Cadbury also identifies female as their potential customers as they consume chocolates
more than their male counterparts.
Cadbury not just targets children and youth, but also targets adult audiences. Through the
commercial advertisements, they try to engage them and urging them to use it as a
substitute of sweet. They also try to attract adult by commercials depicting age no bar and
the fact that there is a child in each of us.
5 star also tries to target that section of the society which demands a rich taste of
chocolate at an affordable price.

2. Determine objectives
Cadbury for its brands Dairy Milk and 5 Star has used many innovative tactics for
marketing communication with the help of several impactful advertisement campaigns.
Cadbury Dairy Milk has used many advertisement campaigns which have been very
effective in targeting the desired audience. When they first introduced their Real Taste
of Life campaign, the target audience were kids who loved the taste of milk inside the
chocolate. The advertisement depicted that a glass and a half of milk is pouring into the
chocolate bar. Thus what they tried to communicate was that It then came with a second
series of the Real Taste of Life campaign targeting the adults by delivering a message
that there is a child in each adult.

Fig : Real Taste of Life campaign

Dairy Milks Shubh Aarambh Campaign delivers a message that a chocolate can be
used as a substitute to sweet as according to the popular Indian belief, sweet should be
consumed before performing an auspicious task. Also through Khane ke baad Meetha
Ho jaye, it tried to engage audience in substituting Dairy Milk with sweets.

Fig : Kuch Meetha Ho Jaye campaign

Fig : Shubh Aarambh campaign

The Shubh Aarambh campaign also tried to deliver a message that a chocolate can be
consumed when with your lover enjoying special moments. Also, it may be given as a gift
to the loved ones.
Cadbury observed that most of the consumers of confectionery products belong to urban
areas and the rural market was untapped. They tried to capture rural market through the
Miss Palanpur campaign. Also, it tried to target the female audience through it.

Fig : Miss Palanpur campaign

Talking about 5 star, it occupies the second position in sales for Cadbury after Dairy Milk.
The target audience for 5 star particularly has been teenager and youths as it portrays
itself as a rich caramel chocolate at an affordable cheaper price. Through its Ramesh and
Suresh campaign, it has tried to target the youngsters.

The Ramesh-Suresh campaigns tried to position 5 star as the product with eat state as its
core message. It was specifically targeted for the chocolate lovers and enthusiasts with a
rich taste of caramel at an affordable price. The campaign tries to state that it has a
completely amazing eating experience.

Fig : Ramesh Suresh campaign

3. Scheming the Communications

Designing communicatins to accomplish the desired response from the target market requires
answering three key questions:
What to say ?
How to say ?
Who should say it ?
To endorse the Dairy Milk megabrand, Cadbury implemented comprehensive ad campaign.
This involved a highly coordinated set of promotional activities across various
communications channel each activity bearing the same message. This approach is known as
integrated marketing communications and ensures that consumers receive a clear and
consistent message about the brand.

Message Strategy
Cadbury, well acquainted with the psychology that choclates are meant for children and
apparently they may be attracted towards any chocolate, improvised and targeted adults since
their ads in 1990s. Most of the ads featured people over 18.

The message that Cadbury tried to transmit

among the probable customers is : In
every adult, there is a child - let that child
express itself, give in to temptation, and
satisfy his or her desire to enjoy a delicious
chocolate. 1994 Campaign of the

Real Taste of Life

Creative Strategy
A dancing girl in a crowded stadium, all reflect the impulsiveness and the
spontaneity of the child in the adult. Catchy lines such as The Real Taste
of Life, Khane Walo Ko Khane Ka Bahana Chahiye, or Reach for
theStars, are also used extensively, and to good effect in Cadburys
advertisements.
The ad showcases the beginning of a
blossoming friendship between a young
girl and a boy, a generous conversations
started by the boy develops as he asks
for a bite from the girls chocolate bar:
Nayi Dosti Ka Shubharambh

Shubh
Arambh

No reason is required for the

consumption of Dairy Milk, there is no
particular occasion for eating
chocolates every time is a cadbury
time.

cadbury khane ka bahana

With the new brand ambassador Mr.

Amitabh Bachhan, Cadbury did various
campaigns to consolidate brands
value. This particular ad projected
cadbury as a substitute to Mithai and
motivated people to eat chocolates on
celebratory occasions.

Kuch Meetha Ho
Jaaye
Targeting the habit of Indians to
have desserts after the meal,
Cadbury, through this
advertisement, stimulate the need
to have sweets after the dinner and
that sweet being a Dairy Milk
KHANE ke Baad kuch MEETHA ho Jaaye

Although Cadbury has targeted people from all

age groups but it has distinguished its product
offerings to specific class of consumer groups.
For example, Cadbury Temptations and
Bourneville are meant for higher end consumer
groups who are willing to pay more & Cadbury
SILK is targeted to the people who cant resist
chocolates. It has positioned itself as a symbol of
good times & a spontaneous brand that is
carefree, meant for special as well as real
moments in life.
Cadbury answered the three initial questions
upfront and designed its ad campaigns. Cadbury
also aimed at selling in bulk during festive
seasons such as diwali and rakhi.

4. Communications Channels

A multi-media campaign was launched on TV, Internet, Radio and Outdoor.

Cadbury vitalized an innovative tie -up with Reliance web-world, wherein students across
66 examination boards across the company could access their results on R-world through
their Reliance mobiles. If they passed, a message congratulating them on their moment of
delight, a Dairy Milk was displayed.
Near about 80% chocolate sales generate through wholesale channel depending upon the
nature of product and strategies of manufacturing companies. Their sales through this channel
they advertise heavily on electronic media to create brand pull for their brands and
subsequently it force retailers to buy these brands from wholesale.
Cadbury pay due importance and attention to retail coverage and subsequently allocate
resources for retail sector. It is using multi-channel strategy for the distribution and promotion
of the chocolate bar. Multi channel approach has some pros and cons

The distributors and retailers can act as the sources of information for the parent
organization. They help them in promotion of the product.
The credibility of the product is ensured.
Can be difficult to control.
If a company is operating through multi channel distribution it has to share its profits
with distributors and retailers.

Cadbury uses intensive distribution for its products, in which they stock their products in as
many outlets as possible, so that their products are available where ever and when ever
consumers want them

6. Measuring the results

The seventh step is to measure the results of the communication process. It is necessary to
keep a track on the outcomes of the communication process. The result might be increase in
the sales, change in the attitude or image of the brand, brand awareness etc.
Cadbury Dairy Milk
Cadbury made a series a public relations blunder in the year 2006-2007. It was found that a
number of Cadbury products were infected with bacteria due to a certain leakage in the
pipelines of the factory. The incident garnered huge attention in the media due to which the
image of the company was greatly affected and it lead to the product recall worth 20 million
pounds. As a result the company decided to undertake a new campaign in order to boost the
sales and also revive their image. An ad named GORILLA which was the centerpiece of a 6.2
million pound budget campaign was launched by the company in order to promote Cadbury

Dairy Milk . The 90 second ad turned out to be a huge success for the company. The success
of the campaign was measured from the number of views it was able to generate in Youtube
which was approximately 5 lakh in the first week. A number of parodies and spoofs uploaded
by a number of people and 70-80 facebook groups that appreciated the ad were clear basis of
measure of the success of the advertisement. Billboards and print campaigns were launched
along with the TV commercial and the company measured that the sales of the dairy milk
increased to 9% compared to the previous year. Also the market research was conducted by
the company and it was found that 20% more people looked favorably towards the brand
after the advertisement was released. Also the sound track that was used in the campaign
earned so much popularity that it became the one of the most downloaded tracks on the itunes
store during that period. Another example it the EYEBROW ad launched by the Cadbury in a
3.7 million pound campaign in 2009 to promote dairy milk. The ad became an instant hit and
was viewed more than 4 million times within just four weeks of its release clearly indicating
its success. Also the Cadbury was collaborated with Orange to give away the soundtrack used
in the advertisement as a mobile ringtone which was downloaded more than 1.25 lakh times
within two weeks of its release. This clearly indicated that the campaign was successful
enough to increase the popularity of the Dairy Milk among its consumers.
Cadbury Five Star
In 2006 five star launched a campaign with the help of a funny TV commercial that featured
two characters namely Ramesh and Suresh with the aim to find its own brand identity. The
TV commercial went viral and 5 star was able to earn huge positive reception. The two
characters Ramesh and Suresh have become synonymous with the brand 5 star. A market
survey was conducted and it was found that the 5 star Ad topped the list of the most popular
ads. It was found that the ad had an awareness of about 77% and brand recall of 92%. It also
became the 8th most watched ad in Youtube in India in 2013 which clearly provide a basis for
the measure of its success. Also the brand arranged a real time commentary event with the
duo Ramesh and Suresh during the India vs South Africa watch. The event was clearly a huge
success for the company as it was played nearly 27,000 times in soundcloud, generated
around 3,80,221 twitter impressions, 1.3 million views on facebook and an engagement rate
of 6%. Also another campaign was launched thereafter with the same duo in order to
highlight the 5 stars new packaging. The ad received more than 1 million views which
clearly indicated that the company was able to draw attention of its customers towards its
new packaging.

7. Managing the Integrated Marketing Communication Process

The eighth step is managing the integrated communication process. Nowadays due to
increased competition and changing trends and preferences companies cannot afford to
continue to use one medium of approach in order to achieve the desired communication
effect. It is necessary that the company integrates all the available tools in order to reach a
wider audience and effectively communicate about its brand and products.
TV, print media and posters have been the main modes of communication for Cadbury
advertisements. However the company continues to use other mediums in order to reach
wider audience such as ad, sales promotions, events, public relations, online and social media
etc. Examples of some of these are:

Sales Promotion

Cadbury has launched various sales promotion activities especially the customer oriented
promotions from which the customers can benefit. Cadbury launched a kids campaign
program which included treasure hunts, face painting, story telling etc.

Online and Social media

Cadbury likes to engage customers in different platforms in order to improve its image
and popularity. Company has its own community website where customer can chat and
provide feedback to the Cadbury. Customers are also encouraged to participate in various
online competitions for promotions.

Events and Experiences

Cadbury Five star carried out an event where the famous duo Ramesh and Suresh
conducted a real time commentary event so that the company can interact with its
customers. The company also conducted an event at PVR cinemas where the duo Ramesh
and Suresh handled the food and ticket counters. They interacted with several
unsuspecting movie goers and treated fans with some lost Ramesh and Suresh moments.
This ensured spot gags and laughter for everyone and ensured that fans had more than just
a movie experience.