c



 
c
, a part of the Cadbury Schweppes Group, is India¶s leading confectionary
manufacturer. Cadbury¶s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their
segments. CIL is estimated to have a 65 percent share of the Indian chocolate market.
The Indian chocolate market is estimated to be worth
Rs. 3.2 billion, with an annual growth rate of 10 percent. Per Capita Consumption levels are very low in
India, as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for
growth.
In this analysis, we examine some of the interesting aspects of Cadbury¶s advertising strategy.

 
     

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children
would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising
since the early 1990s. Most, if not all, of Cadbury¶s advertisements in India feature people over 18 years of
age.
The message that CIL seems to be attempting to put across is this: ³In every adult, there is a child - let that
child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy,
delicious chocolate´. This approach appears to be unique to Cadbury¶s. CIL¶s biggest competitor, Nestle,
often stresses the energy giving aspects of chocolate (for example, in advertising for Nestle Charge), or on
other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of Nestle
Bar One. Nestle specifically targets children in the advertising for Milkybar, its white chocolate, again
emphasizing its energy giving properties.

To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey
the message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.

     

Cadbury¶s multi-award winning campaign - µThe Real Taste of Life¶ - launched in the 90¶s attempts to
capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to
the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the
adult.
Cadbury¶s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride who
nibbles at a Perk under her µpallu¶. Cadbury¶s Dairy Treat conveys its message through the mother who
refuses chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her opinion
about chocolates.
Catchy lines such as µThe Real Taste of Life¶, µKhane Walo Ko Khane Ka Bahana Chahiye¶, or µReach for the
Stars¶, are also used extensively, and to good effect in Cadbury¶s advertisements.


   

Television, the print media and posters have been the main media of communication for Cadbury¶s
advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also
explored many new ways of getting their message across to the consumers.
Sheet Metal Dispensers: This purple salesperson for Cadbury¶s is found in almost every shop stocking their
chocolates. Since it is placed on the cash counter, it¶s design offers visibility, ease of vending, and protection
from the elements. It is also placed in the most appropriate position to cater to the impulse buyers. This
µfirst¶ from CIL has become so popular that is now the standard design for all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In high
throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility of the
product.
Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy locations.
Presence in Amusement Parks: Cadbury¶s also maintains a presence in many amusement parks across the
country, strengthening the association of its chocolates with µfun¶ occasions.

c 
Cadbury¶s strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product,
it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to
the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have
been able to build and maintain a leadership position in the market with many loyal customers.

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The Big B is going to promote the Big C in the chocolate business - Cadbury in India. Indian
cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the
chocolate major for two years.

AB will play a pivotal role in all communication relating to Cadbury's products and brands,
be it in print, on television or the great outdoors, the company's managing director Bharat
Puri has been quoted as saying in media reports.

AB had played a lead role in helping turn around the fortunes of the then straggling
television channel Star Plus by anchoring the Indian version of 






 and taking it up the ratings charts a couple of years ago. Many other advertisers
such as ICICI, Nerolac, have used AB in their advertising since then.

Cadbury India, whose chocolates had ridden into controversy late last year during the
festival season because worms were discovered in some stocks of its Dairy Milk chocolates
is probably hoping the association with Bachchan will help consumers forget the bad press
the company got on account of the discovery.

The Food and Drug Administration had then seized the company's stocks and the Cadbury
India management had explained it was bad storage practices by retailers and distributors
which had led to the worms. Cadbury India's sales fell following the discovery. And even the
government got into the act with the central health ministry asking for a report on the
controversy.

Cadbury on its part has since then been taking corrective measures. It immediately initiated
Project Vishwas, a three-step programme involving wholesalers and retailers in which the
company partners with the traders on a war-footing to build awareness about storage
requirements for Cadbury products. The AB association is another step in this direction to
help consumers build confidence in the brand. AB is among the most trusted and revered
film stars in India.

While making the announcement, Cadbury today launched a strengthened, new 'purity
sealed' packaging for Cadbury Dairy Milk and this new packaging for 13 mg (Rs 5) is double
wrapped for maximum protection. The chocolate is wrapped in aluminium foil and enclosed
in a poly flow pack, which is completely sealed on all sides.

In the second phase, the larger Cadbury Dairy Milk packs will come in poly-coated
aluminium foil, which will be heat-sealed and wrapped in the branded outer package.

The Indian chocolate market is estimated at about 4,000 tonnes with a valuation of around
Rs 6500 million annually. Cadbury India has the lion's share of 60 per cent with its closest
competitor being Swiss confectionery company Nestle with an estimated 25 per cent.