1. Media Planning & Strategy Product Selected: Cadbury
Chocolates
2. INTRODUCTION Cadbury India Limited (CIL), a part of the
Cadbury Schweppes Group, is Indias leading confectionary
manufacturer. Cadburys Dairy Milk, 5 Star, Eclairs, Perk and Gems
are the largest selling brands in their segments.
3. Company Analysis Market share: Chocolate Cadbury Nestle Amul
others
4. Market Segmentation Demographic Age Group (3 years to 18
years) (18 years to 25 years) (25+ years) Behavioral Occasions-
Diwali, Rakhsha Bandhan etc.
5. Advertising & Media analysis TARGET AUDIENCE: 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
Cadburys advertisements in India feature people over 18 years of
age. MESSAGE: The message that CIL seems to be attempting to put
across is this: In 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 Cadburys. CILs biggest
competitor, Nestle.
6. Media Planning Advertisement on TV. Internet. Newspapers,
Magazines. Hoarding Promotion Through Brand Ambassadors.
7. Customer Analysis 6 5 4 very important 3 important Normal 2
1 0 Quality Brand Flavour Price
8. Budget Table T.V DIGITAL MEDIA NEWSPAPER OUTDOOR Total `
1,10,00,000 ` 1,80,00,000 ` 90,00,000 ` 65,00,000 ` 4,45,00000
9. Digital advertising With audiences now harder to reach due
to dozens of TV channels and the rise of computer games, mobile
phones and the internet, digital advertising has also become of
increasing importance. Digital channels like the internet have one
crucial advantage: you can interact - for instance post comments,
vote, enter competitions, play games, make your own films. The
possibilities are endless, and its a great way of reaching out to
people and allowing everyone to be a part of Cadbury.
10. Mix Media Television, the print media and posters have been
the main media of communication for Cadburys advertisements.
However, with our understanding of the peculiarities of the Indian
market, media planning department has explored many new ways of
getting message across to the consumers. OUTDOOR ADVERTISING Sheet
Metal Dispensers: These will be available in almost every shop to
stock their chocolates. Jars: These will be provided to small
outlets. Presence in Amusement Parks: we will also maintain a
presence in various amusement parks across the country, thereby
strengthening the association of Cadburys chocolates with fun
occasions.
11. Cost-per-Thousand Digital media CPM = `1,80,00,000
20,000,000 X 1,000 = `900