Variant GIFT SEGMENT Purchased to gift some one.

Slide 1: For over 3000 years, Chocolatelike gold, has had a universal appeal

Slide 2: Through this ppt Ill try to focus on critical issue like how the right advertising campaigns can be used to achieve the company objectives. This ppt is all about the various advertising campaigns undertaken by Cadbury Dairy Milk at different points of time to achieve certain objectives and bring about the desired change in the behavior of the target audience.

Slide 3: Cadbury was the market leader in chocolates in India and it also was a very popular brand which enjoyed the trust of its consumers. It already had a market share of around 70% in 2011 in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the share of the Indian chocolate market.

Slide 4: Recently, in a survey on India's most respected companies by sector conducted by Business World magazine, Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India.

Slide 6: Up to 2002, Cadbury was the one having 70 % market shares in chocolate industry. Out of which 30% was the Dairy Milk alone. This is because of constant re-invention of the brand & bombarding communication towards the consumers consistently to maintain the top position in mind recall in confectionery segment. Dairy Milk was awarded as No.1 most trusted brand in Mumbai 2005 for the edition of Brand Equitys most trusted Brand Survey.

Slide 8: Pearlfisher is the design agency responsible for the execution of the pack's new look.

Slide 17: Dairy Milk targeted all the aspects as possible to get into the heart of all the people, of all age groups. For this they communicated with people through different Ads & Campaigns. Let us see few of them below:

Slide 18: The Company had come a long way since the 1990s when Indian consumers associated Diary Milk as a product meant for children. To change this, Cadbury came up with a series of campaigns to target the adult group, starting with the 'Real taste of life' campaign, to encourage people to bring out the child in them. All these above dialogues were form the very famous and popular ads of Dairy Milk. By this ad they wanted to covey to the people that for eating Dairy Milk they do not have to wait for any occasion. They can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in any of the mood.

Slide 19: In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic Real Taste of Life campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the classic lyrics, "Kuch khaas hai hum sabhi mein", it sent across the message that even adults can have chocolates because there is a kid in everybody. It also brought in a warm emotion to the brand. CDM positioned as The perfect expression of love

Slide 20: spontaneous, carefree, special, real moments.

Slide 21: In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success.. Their aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

Slide 22: How many can forget the `Pappu Pass Ho Gaya commercial? With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses.

Slide 23: The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chhayie made consumption into a joyful, social occasion. The brand want itself to be synonymous with Sweet.

Slide 24: Shubh Aarambh was one of successful campaigns of Dairy Milk. This means Auspicious Beginning. With this campaign they said that for whatever you start, start it with Dairy Milk and it will be successful.

Slide 25: As we know that previously Dairy Milk was only considered as Chocolate, but their new campaign has changed this perception of consumers. As discussed above now Dairy Milk is considered as Traditional sweet of Indian culture(Mithai) which people give to their near and dear ones on the occasions and now they use Dairy Milk as sweet(Mithai). Brand Ambassador chosen for Dairy Milk is none other than Megastar Amitabh Bacchhan. He endorsed the brand so successfully that everyone loved the brand much more than they did. The endorsement has successfully captured the Indian festivals like Rakshabandhan, Diwali, Wedding, Birthdays etc Now people give Dairy Milk as token of love, care and affection to their friends and family.

Slide 27: GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'. Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!

Slide 29 END: So, if we look at all advertising campaign of Cadbury Dairy Milk, it seems to target its audience very effectively. Their chocolates combination pack Celebrations" also targets the customer, considering their strengths which lie in happiness. We can say, that Cadbury very efficiently connects with the customers by touching their hearts in the moments of joy. As a result, Dairy Milk is my favorite at least and I am sure that I am not the exception. So I close this, remembering The Real Taste of India with mouth of full of water. Please allow me to fill it with Dairy Milk for now.