Cadbury- Simplified!

The best kind of branding happens when people start using your product’s name instead of the product. Just like how we say “Xerox” instead of photocopy and “Cadbury” instead of chocolate. This has been the influence of Cadbury in consumers’ minds.

Target Audience:

Even though chocolate is considered a kid’s product and Cadbury makes chocolates for kids, they do not include them as their target audience.?

Their target audience includes all ages with a primary focus on 25-45 years. Products they offer could be easily adjusted into any income group people like Bournvita or Fudge to premium category consumers like Dairy Milk Silk.

Categorization could be made like this:?

Age-wise breakdown of Cadbury India’s offerings

Age Product offerings

Kids Dairy Milk, Bournvita, 5 Star, Fuse, Tang

Millennials Silk, Celebrations, Ice Creams

Adults Bournville, Temptation, Celebrations, Ice Creams

(Source: IIDE, case studies)

Marketing Mix

Product:

The product mix of Cadbury is a mixture of a lot of products that vary from season to country, and sales. It includes chocolates, candies, biscuits, beverages, Bournvita, and more. Their gifting packages come at the festive or some special occasions such as Raksha Bandhan, Diwali, and Valentine’s Day.?

Their product line also includes options to choose from peanut-free, nut-free, wheat-free, vegetarian, and without dairy products for people with allergies.?

With these products, it is growing at a tremendous rate with the current offering and special offers during the festive.

Price:

The price range of Cadbury ranges from a very small price to a premium range. The low range could start from as small as Re.1 i.e. Eclairs to the high-end product the price of which may vary on the size of the product.?

The prices have been kept keeping in mind the consumers using skimming, economy, and bundled pricing.?

Skimming pricing: The prices of products like Dairy Milk silk, and Bournvita are kept high to cater to the audience who do not mind paying a little high for premium quality.?

Economy pricing: Chocolates such as Dairy Milk, Perk, 5 Star, and ice creams have an economy targeting the users and maintaining parity with competition, and giving them an edge over quality.

Bundled pricing: Cadbury uses bundled pricing during gifting and festive season where a bundle costs a little less than individual products.

Place:

Cadbury is widely accessible in the entire world. And if we come to India, we can find every local shop has Cadbury products in the store. The distribution strategy of Cadbury includes both online and offline strategies.?

Offline: Cadbury distributes the products through the chain of wholesalers which are then given to retailers and thus reach the end consumer.

Online: In online distribution, Cadbury sells its products through its website and e-com operators.

The rapid growth of Cadbury is attributed to the wonderful distribution strategy it has. The product is not only available in urban but also in rural areas.

Promotion:

The promotion strategy of Cadbury includes online and offline promotion strategies.?

The offline strategy includes posters, newspapers, and radio. Cadbury always tries to touch the customers with an emotional and unique tagline such as “Kuch Meetha Ho Jaye”, and “How far will you go for love?”

Digital Marketing Strategy:

Social media

Instagram and Facebook:

Cadbury has different accounts for different products in India. Although their major accounts, follow the content pillars of the current topic or trend, promoting their sponsorships and products. Cadbury has a great lead over its competitors in the social media numbers.

YouTube:

The content on Cadbury’s youtube channel is usually picked up for promotions on television and advertising. The content promotes the usage of dairy milk silk among its target audience which includes the hashtags “How far will you go for love?”, “How far will you go to make them blush?” to add the romantic and gifting part of chocolates.

Advertising

Social media ads: Cadbury runs regular video ads on Instagram, Facebook, ad Youtube promoting dairy milk silk and the variations of the product.?

Search Ads: It runs search ads for diary milk and also promotes its gift packages. The ads running include certain extensions such as location extensions.

Television and video ads: The content of both ads is usually the same. One is displayed on the TV while the other runs on YouTube generally. These ads sometimes include very new actors while sometimes people like Shahrukh khan. The objective of the ads is to promote the sales of Diary milk silk and its variations. Though, the television ads focus on promoting different products such as Bournvita, 5 star, etc.

In short, we can conclude, that the major focus of Cadbury is to promote its high-end products which include Dairy Milk and its variations.

Influencer and Experimental Marketing:

In the past few years, Cadbury took its marketing to a little higher notch where it asked its consumers to suggest them the ingredients of their next Diary Milk limited-edition chocolate. Also, it partnered with leading food influencers to become part of the campaign.?

This year it has sponsored the ground staff of the IPL gaining a lot of eyeballs and appreciation for thinking out of the box. This includes best-in-class travel, accommodation, taking care of their nutritional needs, and providing customized jerseys.

Content Marketing:

Cadbury does very subtle yet effective content marketing. If we go for the blogs, the website has blogs on different topics which include the welfare of cocoa farmers to sustainability. None of them promotes the product but shows the good side of the brand that depicts that it cares about society and the quality of the product. Thus, building trust. Also, it has recipes mentioned that could be made with its products to keep the traffic engaged.

Website:

The website is simple and yet depicts its offering while being linked to different micro sites for shopping, recipes, Cadbury world, etc. The right offerings, recipes, gifting options, sustainability, care, and personalizing bar options of them are displayed in a well-designed manner without making a fuss.?

Cadbury’s website gets 513k monthly visits. The traffic generated comes from majorly from the United Kingdom through search quickly followed by direct traffic. The search made is for brand keywords. Even most of the advertising done by Cadbury showcases its brand keywords.

As one of the very famous traditional brands of chocolates, all of us have been part of eating or buying for the sake of gifting Dairy Milk to one of our loved ones. So the reason to choose this brand was, one, it was requested by the audience members, two, Kisi Ache Kaam Se Pehle "Kuch Meetha Ho Jaye":)

P.S: This was my first try at newsletter, let me know the feedback and any tips to improve or brand you'd want me to include!