Children and Adolescents as Target Groups

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Children and Adolescents as Target Groups The childrens market, where resistance to advertising is weakest, is thepioneerfor ad creep. Kids are among the most sophisticatedobservers of ads. Theycan sing the jingles and identify the logos, andthey often have strong feelings about

products. What they generallydon't understand, however, are the issuesthat underlie how advertisingworks. Mass media are used not only to sell goods butalso ideas: howwe should behave, what rules are important, who we should respectand

what we should value. Youth is increasingly reduced to the role of aconsumer. Not only the makers of toys, sweets, ice cream, breakfastfood and sport articles prefer to aim their promotion at children andadolescents. For example, an ad for a breakfast cereal on a channelaimed at adults will have music that is a soft ballad,

whereas on achannel aimed at children, the same ad will use a catchy rock jingleof the same song to aim at kids. Advertising for other products preferablyusesmedia with which they can also reach the next generation of consumers. Keyadvertising messages exploit the emergingindependence of young people.Cigarettes, for example, are used as afashion accessory and appeal to youngwomen. Other influences onyoung people include the linking of sporting heroesand smokingthrough sports sponsorship, the use of cigarettes by popularcharactersin television programmes and cigarette promotions.Research suggeststhat young people are aware of the most heavily advertisedcigarette brands.Product placements show up everywhere, and children aren'texempt.Far from it. The animated film, Foodfight, had thousands of productsandcharacter icons from the familiar (items) in a grocery store.Children's books alsofeature branded items and characters, andmillions of them have snack foods as leadcharacters. Business isinterested in children and adolescents because of their

buying power and because of their influence on the shopping habits of their parents.As they are easier to influence they are especially targeted bytheadvertising business. The marketing industry is facing increased pressure overclaimed links between exposure to food advertising and arange of social problems,especially growing obesity levels. In 2001,childrens p rogramming accounted for

over 20% of all U.S. televisionwatching. The global market for childrens licensed products was some132 billion U.S. dollars in 2002. Advertisers target children because, e.g. in Canada, they represent three distinct markets: 1.PrimaryPurchasers ($2.9 billion annually)2.Future Consumers (Brand-loyal adults)3.Purchase Influencers ($20 billion annually)


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Kids will carry forward brand expectations, whether positive, negativeorindifferent Kids are already accustomed to being catered to asconsumers. The longterm prize: Loyalty of the kid translates into a brand loyal adult customerTheaverage Canadian child sees 350,000 TV commercials beforegraduating from highschool, spends nearly as much time watching TVas attending classes. In 1980 theCanadian province of Qubec bannedadvertising for children under age 13. Inupholding the consititutionalvalidity of the Quebec Consumer Protection Actrestrictions onadvertising to children under age 13 (in the case of a challenge by atoycompany) the Court held: ...advertising directed at young children is per semanipulative. Such advertising aims to promote products byconvincing those whowill always believe. Norway (ads directed atchildren under age 12), and Sweden(television ads aimed at childrenunder age 12) also have legislated broad bans onadvertising tochildren, during child programmes any kind of advertising isforbiddenin Sweden, Denmark, Austria and Flemish Belgium. In Greece there isno

advertising for kids products from 7 to 22 h. An attempt to restrictadvertisingdirected at children in the USA failed with reference to theFirst Amendment. InSpain bans are also considered undemocratic.


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consumption.3. Ensure that any representation of our company image, includingour products and trademarks,meet approved standards, reinforce ourcommitment to quality and safeguard the reputation of Cadbury.4. Maintain aright first time culture that consistently embraces quality and food safety,wheree v e r y o n e u n d e r s t a n d s t h e i r r e s p o n si b i l i t i e s a n d a c c o u n t a b i l i t i e s . 5. Operateaudited quality management systems that continually improve processes to deliverthis p o l i c y an d o u r s t an d a r d s . 6. Assign clearmanagement accountability for setting and meeting measurable goals andtargetsf o r q u a l i t ya n d f o o d s a f et y . 7. Work with our supply chain and business partners to assure

compliance with our quality policya n d s y s t e m s , e n s u r i n g q u a l i ty t h r o u g h o u t o u r s u p p l y c h a i n .8. Place continuous improvement at the heart of our performance enabling us todeliversuperior p r o d u c t s a n d s e r v i c e t o o u r c o n s u m e r s a n d c u s t o m er s . 9. Create a passion for quality where success and achievement arecommunicated, recognised andcelebrated. 23


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ENVIRONMENT, HEALTH AND SAFETY POLICY At Cadbur y PLC , we see sound and responsible environmental , heal th and safe ty(EHS)management as an integral part of achieving our goal to grow the value ofour confectionery and beverages businesses for our shareowners.We believe thatsuch an approach will generate and sustain significant environmental, socialandfinancial benefits, thereby contributing to our objective of long-termsustainability.1. Conduct our business in compliance wi th environmental,health and safety laws andwith our g l o b a l s t a n d a r d s , a n d r e g u l a r l y a s s e s s t h e c o m p l i a n c e o f o u r o p e ra t i o n s a g a i n s t t h e s e requirements.2. Maintain andcontinually improve systems to manage our EHS responsibilities,

establishingand ensuring employee accountability for our EHS performance at alllevels of the organisation.3. Set clear targets for continual improvement in ourEHS performance and monitor these targetsto ensure that they are met.4. Strive to

prevent pollution and to minimise the environmental costs and impacts of ourglobaloperations.5. Provide a safe and healthy environment for our employees,contractors and other visitors to our sites6. Train and motivate our employeesto understand their EHS responsibil ities and to participateactively in ourEHS programmes7. Communicate with our shareowners, employees,customers and other interested part ies byregularly reporting on our EHS

performance and maintaining an open dialogue.8. Review and update this policyregularly. 24

Cadbury 4p's ProductMy p roduct is a re -launch of Ca dbury dairy milk. Cadburydairy milk is made from realchocolate. Its ingredients include cocoa butterand there is a glass and half full cream dairy milk in every 200 grams of Cadbury

dairy milk chocolate, Cadbury buys 65 million litres of freshmilk e a c h y e a r t o m a k e C ad b u r y d a i r y m i l k c h o c ol a t e . Price Price is an important element of the marketing mix. The price charged fora chocolate bar candetermine whether a consumer will buy it and the level of
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T h e d a t a , a f t e r c o l l e c t i o n , h a s t o b e p r o c e s s e d a d a n a l ys e d i n accordance with the outline laid down for the purpose at the timeof developing the research plan. This is essential for a scientific studyandf o r e n s u r i n g t h a t w e h a v e r e l e v a n t d a t a f o r m a k i n g c o n t e m

p l a t e d comparisons and analysis . The term analysis refers to computat ionof certain measures along with searching for patternsof relationship thate x i s t a m o n g d a t a -g r o u p s . T h u s , i n t h e p r o c e s s o f a n a l y s i s , relationship ordifference supporting or conflicting with original or newhypotheses should besubjected to s ta t is t ica l tes ts of s ignif icancetod e t e r m i n e w i t h w h a t v a l i d i t y d a t a c a n b e s a i d t o i n d i ca t e a n y conclusions. The analysis of the data takes place through

process ingoperations.Processing operations are as follow:1) Editing2) Coding3)Classification: Classification according to attributes Classification according to the class intervals4) Tabulation.Data Analysis Techniques for the project: Classification, Tabulationand Average Percentage.14

Presentation of Report Finally, the researcher has to prepare the report of what has been done by him/ her.Writing of report must be done with great care keeping inview the following: The layout of the report should be as follows:A. The preliminary

pages:I n t h i s t h e r e p o r t s h o u l d c a r r y t i t l e a n dd a t e f o l l o w e d b y acknowledgements and foreword . Then there should be a tab le of contents followed by list of tables and graph.B. Themain text:The main text of the report should have following

parts:i . I n t r o d u c t i o n i i . S u m m a r y o ff i n d i n g s i i i . M a i n r e p o r t i v . C o n c l u s i o n C.The end matter:At the end of the report, appendices should be enlisted in respect ofalltechnical data. Bibliography and Index should also be given in the end.

Report should be writ ten in a conc ise an d obje ctive st yle in simplelanguage avoiding vague expressions.


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Charts and illustrations in the main report should be used only if they present theinformation more clearly and powerfully.Limitations Limitations are the boundaries wherein the researcher has to work.Tom a k e t h e r e s e a r c h s u c c e s s f u l a r e s e a r c h e r s h o u l d k n o w h i s/ h e r boundaries. Any project done under the proper guideline comes acrossleslimitations. Limitations for the project:As the advertising research was for theadvertisement of the companyD.S.Kulkarni and Developers, a company with

large number of playersin the market has a wide scope for research. But thenumber days givenand small sample size for the research become thelimitations of the project. So it gave a undersized scope to the research.16

News Related to Cadbury 1.

Cadburys relaunches Bournville chocolates news 15 October, 2008 Bournville, a much neglected dark chocolate bar from Cadburys' has beenrelaunched as anewc a t e g o r y o f d ar k c h o c o l a t e s in I n d i a . "Dark chocolate is one of the fastestgrowing categories abroad. However, in India, it is still in anascent stage.Thus, weare almost doing category creation with this launch," said Sanjay Purohit ,executivedirector- marketing and international business, Cadbury India 2.

Festive campaigns by Coca Cola and Cadburys news 03 October 2008 Coca Cola has launched a special festive season communication drive ofits carbonated drink bran d Thu ms Up. Wh ile t he "T ast e theThunde r" TV comme rcial features Akshay Ku mar performing actslike mountaineering and roller coaster ride, the company is also launchingasimilar initiative for the market in southern states featuring Tollywood star


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Mahesh Babu.The initiative comes as a follow-up to the company's announcementof venturing into the 350 ml pack segment of all its major brands. 3.

Cadbury and Tamil Nadu Agricultural University join hands forcocoa research projectnews 30 May 2008 Mumbai: Cadbury Asia Pacific, the Asian arm of UK confectionery giant CadburyPlc, hasrecalled 11 types of its Chinese-made chocolate as a precaution, the HongKong government saidin a statement.In a statement, issued from itsSingapo re of fice, Cadbur y s aid i t has recalle d 11 chocol ate productsas tests ''cast doubt on the integrity of a range of our products manufactured inChina.''The products were meant for distribution in Taiwan, Hong Kong andAustralia, its said. 30


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Tests ''cast doubt on the integrity of a range of our products manufacturedin China, '' Cadburysaid in the statement issued from its office in Singapore. 4.

Cadbury, others recall China-made confectionery news 29 September 2008Mumbai: Cadbury Asia Pacific, the Asian arm of UK confectionery giant CadburyPlc, hasrecalled 11 types of its Chinese-made chocolate as a precaution, the HongKong government saidin a statement.In a statement, issued from itsSingapo re of fice, Cadbur y s aid i t has recalled 11 chocola te productsas tests ''cast doubt on the integrity of a range of our products manufactured inChina.'' 5.

Worm turns for Cadburynews Mohini Bhatnagar 28 November 2003Hyderabad: The worms in the chocolate bars controversy has hit Cadbury India where

it hurtsm o s t a n d t h a t i s i n s a l e s . T h e c o m p a n y t o d a y f a c e st o u g h t i me s a h e a d a s t h e b u s i n e s s environment for its chocolates

becomes increasingly negative with rising raw material prices andlow consumersentiments, post the worms controversy in October this year. 6.

Cadbury India net profit at Rs 190 million news 13 July 2002 Mumbai: Cadbury India Ltd has posted a net profit of Rs 190 million for thequarter ended 16June 2002 as compared to Rs 93.60 million for the quarterended 17 June 2001.The total income has increased from Rs 1,206.80mill ion for JQ01 to Rs 1,363.40 mill ion for JQ02. The other income for thecurrent quarter is at Rs 127.70 million (corresponding quarter lastfiscal: Rs 21.90million) out of which Rs 107.70 million is on account of the profit on saleof excess immovable property at Thane, Maharashtra. 7.

Cadbury follows small packs strategynews 15 August 1999 Small has indeed proved to be beautiful for Cadbury. The company, afterfinding exceptionalsuccess in the launch of small packs of Perk chocolate, has

now launched Picnic in small packs of 26 gms priced at Rs 10. The 43-gm packsare still available and are priced at Rs 15. 31


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Cadbury has embarked on a s t ra tegy which involves increasedco ns ump ti on of it s pro du cts through enhanced reach, affordability andvisibility, which it feels can be attained bycreatingn e w m a r k e t s , w i d e n i n g t h e d e p t h o f i t s d i s t r i b u t i on n e t w o r k a n d w o r k i n g t o w a r d s a comprehensive portfolio with

brands across all price segments.On the distribution front, the company aims toincrease the number of its distribution outlets fromthe present 4 lakh to 5 lakh bythe year 2000. 8.

Cadbury to buy out Indian subsidiary news Our Corporate Bureau 09November2001Mumbai: In a brief statement issued to the London Stock Exchange, the Britishconfectioneryand soft drinks group Cadbury Schweppes has announced itsintention to pick up 100 per centstake in its Indian subsidiary, Cadbury India,

at a price not exceeding Rs 500 per share. 9.

LIC sells Cadbury (I) stake to Schweppes news Pradeep Rane 04 April 2002Mumbai: The Life Insurance Corporat ion of India (LIC) has sold i t s 5 .75 -

per cent s take inCadbury India Ltd to Cadbury Schweppes Plc. LIC sold20,56,448 equity shares of Rs 10 each atRs 500 per share to Cadbury Schweppes. 10.

Cadbury''s revitalisesnews Cadbury''s India has revamped its hea 11 March 1999 Cadbury's India has revamped its health drink and chocolate marketingst rategy. The companyrecently relaunched Bournvita -- a chocolate drink. Therelaunch involved a complete overhaul of the Bournvita's packaging with theaddition of some ingredients to the beverage, accompanied

bya n a u d i o -v i s u a l m e d i ac a m p a i g n . Bournvita sales had beenadversely affected following the entry of Nestle's Milo and the growing popularityof SmithKline Beecham's Horlicks and Boost. Horlicks, Boost and Milo have upsettheCadbury's drinks-cart. 32

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Children and Adolescents as Target Groups