Cadbury's Media Planning :
- History
- Brand Family
- Cadbury in Various Media: TVC, Print, Social Media, PR
- Campaigns, Marketing Equation
- Cadbury's pandemic marketing
- Cadbury's collaboration with Ogilvy
-Reasons behind success
2. Cadbury India
In 1948, Cadbury India began its operations in India by importing chocolates.
Head office: Mumbai
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India |
Kerala Agricultural University
It has 70% market share in Chocolate confectionary business
On 21 April 2014, Cadbury India changed its name to Mondelez India Foods Limited.
Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of
Mondelez International, a world leader in biscuits, chocolate, gum, candy and
powdered beverages.
4. Cadbury in various Media
TVC is the best medium for marketing.
Cadbury is one of the most active brands in TVC.
‘Fixed moments’ marketing is the key factor in Cadbury’s TVC.
Cadbury launched too many TVC campaigns.
Latest Campaigns: Kuch Meetha Ho Jaye, Shubh Aarambh, #SayThankYou
Earlier Campaigns: Kid In All of Us, Kuch Khaas Hai Zindagi Mein,
Khanewalon Ko Khaane Ka Bahana Chahiye
These campaigns repositioned Cadbury
• TVC
5. Cadbury never fails to impress with its print advertising.
As I mentioned, occasions are like home ground to Cadbury.
Independence Day, Valentines Day Ads are the best examples for the
occasional print advertising.
Cadbury is also one step ahead in Public Relations as there is always something
going on at Mondelez India Ltd.
Cadbury in various Media
• Print Media | Ads & PR
7. Cadbury in various Media
Cadbury also get attention in Digital PR.
Cadbury have separate Facebook & Instagram pages for each product.
Cadbury’s YouTube channel is subscribed by 390K netizens.
Cadbury also connecting with netizens by using Augmented Reality.
Augmented Reality: a technology that superimposes a computer-generated
image on a user's view of the real world, thus providing a composite view.
This is Cadbury’s brave attitude to experiment unique & new way of advertising.
• Social Media
9. Pandemic, #SayThankYou & Ogilvy
In partnership with Ogilvy India, Mondelez India says ‘Thank You’ through limited
edition of Dairy Milk Bars.
They replaced Dairy Milk’s logo with ‘Thank You’ in 8 languages.
This is the first time in its 70-year history in India that Cadbury Dairy Milk has
created a pack innovation that replaces its logo.
Mondelez India has also committed a part of the proceeds from the sale of the
bars towards health insurance policies for daily wagers (i.e. labors, domestic help,
etc.) via a partnership with Nirmana, an NGO working with the unorganized sector.
Media Planning for #SayThankYou campaign is done in very creative and effective
way by Ogilvy.
12. Emotions + Culture = Engagement = Profit
• After launching Celebrations, Cadbury always used this equation on special
occasions.
• They directly catch the nerve of Indian culture ‘Sweets’.
• Initially ‘Kuch Meetha Ho Jaye’ was limited to Diwali, Rakshabandhan but, now
they are advertising with same campaign on Eid too.
• They also used the same equation on western occasions like Valentines day,
Mothers day, Fathers day, Friendship day.
13. Reasons behind Success
• Unique taste of chocolate & cocoa butter
• Best Quality & Product Diversification
• Brand Repositioning: From Kids to Adults
• ‘Kuch Meetha Ho Jaye’: Big B factor
• Cultural Repositioning
• Emotions + Culture = Profit
