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Mansi Kothari (PG12031) Brijmohan Jhawar (PG12017)

Samiksha Kothari (PG12019)


Rahul Tiwari (PG12054) Ankur Rambhia (PG12033) Hiba Sayed (PG12055)

INTRODUCTION
British confectionery company owned by Mondelz International Inc Second-largest globally after Mars Headquarters - Uxbridge, London, England Operates in more than 50 countries worldwide

INTRODUCTION
Cadbury Dairy Milk (CDM) entered the Indian market in 1948. CDM remains at the top of the Indian chocolate market.

International Market
In June 1905, in Ireland Cadbury made its first Dairy Milk bar. 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.

International Advertising
Singer Neil Diamond performed a concert televised throughout Australia Series of television advertisements in the United Kingdom and Ireland featuring a human and an animal (representing the human's happiness) debating whether to eat one of a range of bars including Dairy Milk.

ADVERTISING IN INDIA
1994 - Real Taste of Life 1998 - launch of the Rs. 5 pack 2000 - Khaane Waalon ko khaane ka Bahana Chhayie 2004 - Kuch Meetha Ho Jaaye 2006 Amitabh Bachan Brand Ambassador

ADVERTISING IN INDIA
2006 - Pappu Pass Ho Gaya 2008 Kenya - celebrated the spirit of cricket and that of true sportsmanship. 2009 - Kuch Meetha Ho Jaaye 2010 - Shubh Aarambh Current - Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye

IMPACT OF BRAND CADBURY

Colour Insignia

In India and across the world , the only choclate wrapped in Purple with the logo of cadbury written on it.

Packaging which introduces slight of milk splash shows the relation of milk with Cadbury

Logo

Logo which comes on the packaging in bold vintage Dairy font in white which also shows the relation of milk with the product.

RESEARCH METHODOLOGY
Objective - To get advertisement and slogan recall among the customers Sampling Techniques
Random sampling Convenience sampling

Sampling size - 250 Area of sampling Mumbai

RESEARCH METHODOLOGY
Data collection Method
Questionnaire Method Observation Method

Questionnaire - a set of 12 questions Secondary data Type of Research - Descriptive research

STATISTICS
Ad Recall
0% 13% 23%

Boy passes 13% Old lady Bus stop Cricket 51% None

STATISTICS
Slogan rememberance
2% 4% 6% 3% 2%

13%

Kuch meetha ho jaye Aaj peheli tareekh hai Kya swad hai zindagi ka Subh Arambh 70% None Pappu pass ho gaya Others

STATISTICS
Television Program

2% 25%

KBC 7% 66% CID IPL/Cricket Big Boss

STATISTICS
Amitabh Bachan Influence

46% 54% Yes No

STATISTICS
First Word for dairy milk
11%
1% 1% 3% 26%

17%

Cadbury/Silk Meetha/Choclate

Yummy/Tasty
Pehli Tareekh Amitabh Purple/Pakaging 41% Others

STATISTICS
Spending in a month

4% 11%

23% 62%

Rs. 50 - Rs.100 Rs. 100 - Rs.250 Rs. 250 - Rs.500 Rs. 500 and above

STATISTICS
Price-Packet
0% 4% 10%

31%

Rs.5 Rs.10 Rs.20 Rs.50

55%

Rs.150

STATISTICAL TESTS USED


One way ANOVA Two-way ANOVA Chi-square test Co-relation test

CONCLUSION
High brand recall Students, professionals and business men have the highest rate of consumption Association with word meetha Amitabh Bachan as a brand ambassador impacts one as a customer

RECOMMENDATIONS
Cadbury should continue being one of the key sponsors of KBC as it directly affects their sales. Although they are targeting all the age groups, their main focus should be on the age group of 20-29 The slogan is Kuch Meetha Ho Jaye is very popular amongst all the age groups i.e. Age from 10-70