Shruti shinde- indroduction

Shital- product portfolio

Vaibhav- marketing mix
Chandan social midia strategy
Nikhil- case study explanation

Shruti

CASE STUDY
ON

Presented By,
Nikhil Sonawane
Vaibhav Dalvi
Gaurav Chuhan
Shruti shinde

Introduction ofCadbury
Cadbury was established in Birmingham, England

in 1824, by John Cadbury Cadbury is a British

multinational confectionery subsidiary company
Cadbury is wholly owned by American company
Mondelz International since 2012.
Mondelez second largest confectionery brand in
the world.
19 July 1948, Cadbury was incorporated in India.

chandan

Cadbury productPortfolio

Som e facts:
11 brands with more than $1 billion in

revenue
70+ brands with more than $100

million in revenue
40+ brands over 100 years old
Annual revenues of approximately $50

billion

vaibhav

Cadburys strategies
PROMOTION
Advertising Plan
Electronic media
Print media
Visual display and holdings
PROMOTIONAL PROGRAMMES
Advance communications
Innovative radio programs
Effective press usage
Cinema
Cadbury Delicious book
Free sampling with Cadbury premium brands

Campaign Target
Khanewale ko kahne ka bahana chaiye -Dairy

milk is for enjoyment

Widening chocolate consumption among the

masses Kuch meetha ho jaye To associate

Cadbury with celebratory occasion
Pappu pass ho gaya-Encourage those who

have pass the exams to celebrate with Dairy Milk

Miss palampur-Focusing on the adults
Aaj pehli tarikh hai-To celebrate pay day/salary

day

Adults with their advertising since the early

1990s.
Most, feature people over 18 years of age.

In every adult, there is a child

Unique Strategy which Focus on emotions

They have also adapted their strategies to the

unique demands of the Indian retail sector for
Leadership position

shital

Socialm edia m arketing strategies

Twitter
Cadbury have a number of different Twitter handles,

some for different countries

Their biggest following is on their @CadburyUK

handle (254k followers)

Usually verylight-heartedand relevant to their

brand image, with comedy playing a central role in

their strategy
Ongoing campaign #FreeTheJoy, which was

launched in January 2014

Facebook:
Much like on Twitter, Cadbury have a number of

Facebook pages.
However their product specific pages place more
focus on the corresponding product, rather than
the Cadburys brand as a whole.
Their #FreeTheJoy campaign is also incorporated
into their Facebook updates

O ther P latform s
Google+

Instagram

Cadbury have a large

following of nearly
4,000,000 on Google+

Almost No interaction

ion this account

post every couple of

weeks

29.5k followers on

instagram
There is no interaction

with fans of the page

through comments, like
on the other platforms.

Need more work on

posting.

N ikhil

case study overview

Leader of market but sales were hardly moving
Seven log year suffering stagnancy
with worlds of Reobertson, MD they decided

Target new customer who never buy chocolate

Work on changing positioning with new
advertisement
Failed in advertisement
Bakshi, Director, sales and marketing suggeton
and New customer research done
Again lunch of New advertisement
Got success in New advertisement

Q uestions for D iscussion

Why did Cadbury initially attempt to directly

target parents for CDM chocolates and why did

they fail in that attempt?
How did Cadbury find an answer to the question
What strategy should it deploy to rejuvenate
CDM in a way that would appeal to the child
lurking within the adult?
How did Cadbury succeed in rejuvenating CDM?
Subsequent to this case study ,what other
ideas/themes were used by Cadbury to increase
the consumption of CDM?
What are your recommendations to Cadbury
regarding entering New market segments and
different reasons for eating CDMs by customers