Cadbury Dairy Milk's Advertising Campaigns in India
ICMR HOME | Case Studies Collection
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Then they moved on to social acceptance theme with the line- 'Those who want to eat, will find a reason for it'. Through this, Dairy Milk was able to gain an acceptance for chocolates among the adult audiences for consumption. It even won a lot of awards for its campaigns which went on to become a huge success; like the ‘Real Taste of Life' campaign. After this, Dairy Milk sought to achieve the difficult objective of replacing the traditional Indian sweets and desserts with their chocolates. For this, Cadbury ran various campaigns under 'Kuch meetha ho jaye' (Let's have something sweet), including two campaigns parallelly - 'Shubh Aarambh' (Auspicious beginning) and 'Meethe mein kuch meetha ho jaye' (Let's have something sweet for dessert). The common thing for all the advertising campaigns was that they focused on the Indian customs and traditions and yet they gave it a modern and contemporary look to connect with all the people. Besides this, they also used a 360 degree campaign to support the television advertising campaigns, even as their rivals Nestle gave them tough competition with aggressive marketing and even directly taking on Cadbury's advertising campaign message. But many industry observers doubted the effectiveness of Cadbury's efforts and their ability to replace the traditional sweets and the traditional dessert items which had been a long part of the Indian traditions. This case is meant for MBA students as a part of the Consumer Behavior/ Marketing Communication/ International Marketing curriculum.
The case will help the students:
Consumer behavior, Advertising, Marketing communication, Increasing usage, Occasions, Attitude, Perception, Positioning, Brand Equity, Market research, Social acceptance, Market leadership, Chocolate confectionery market, India
Case Studies Links:-
Short Case Studies,
Simplified Case Studies.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Business Reports Link:- Business Reports.
Books:- Textbooks, Workbooks, Case Study Volumes.
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|