DAIRY MILK
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1824 1861
John and Benjamin Cadburys ‘’Cadburys Brothers of Birmingham’’ George and Richard Cadburys Johns sons
BOURNVILLE
1905
Royal Warrant
ADVERTISING STRATEGIES 1976 Neil Diamond
2009 2007
2010 2008
UNIQUE SELLING POINT -‐ CREAMY -‐ NATURAL INGREDIENTS -‐ USES HIGH PROPORTATIONS OF MILK THEN ANY OTHER CHOCOLATE BARS -‐ USING THERE RECORD LABEL ‘GLASS AND A HALF FULL PRODUCTION -‐ FAIRTRADE
STRENGTHS Larges conduc\ng supplier with the 9.9 % of the global market. The is a high financial strength, the sales turned over the year which started in 1997, the money £7971.4 this was per year, and the percentage per year is 9.4% In the cadburys, dairy milk there is a strong manufacturing competence, the brand name is popular and the leader is modern of products of today. The advantage of this product is that the marke\ng and the adver\sing just concentrates on the chocolate and also understanding of the audience and the buyers op\ons towards the product.
OPPORTUNITIES WEAKNESSES The product is dependent on the confec\onary and beverages market, however on other hand, other products such as Nestle have a more diverse product poreolio, where profit can be invest on other parts of the business. However dairy milk invest in just there many products. Other products have more experience even though dairy milk is world wide however it is very strong in Europe, they maybe a lack of understanding of the new emerging markets compared to other products.
New Market meaning there could be an expanding of the emerging markets of China, Russia and India. This is because of the increasing of popularity, consumers wealth is increasing and the demand for confec\onary product is increasing. The confec\onary market is set apart by a high degree of merger and gaining ac\vity throughout the years. Opportuni\es exist to increase share through targeted acquisi\on. The is a key to survive within the FMCG market is increasing competence and reducing costs. The dairy milk fuel for growth and effec\veness programmes seek to bring cost savings. Firstly, moving produc\on to LEDC ' s, where raw materials and labour is cheaper. Secondly, reduce internal cost -‐ supple chains efficiency, global sourcing and procurement, and wise investment in R&D. Modernisa\on is a key point, because the changes of the consumers taste and preferences is a big issue otherwise there would be no sells. So therefore there needs to be a lower calories and low in fat, to be able to achieve more in the marke\ng.
. O . S.W T THREATS
World wide products especially dairy milk there is an increase in the demanding of the energy, transport, packaging and sugar par\cularly. Compe\\ve presser from other brands, can
cause aggressive price and promo\on ac\vity by possible pricing wars in developed markets. Social changes the rising of health issues, obesity and consumers trying to watch they calories. Nutri\on and healthier lifestyle maybe a risk for dairy milk itself let alone Cadburys
CADBURYS DAIRY MILK MARKET R E OT H
3 3 G N I L S EL S E I R T N C OU
1928
1933 UK BRAND LEADER
CADBURYS DAIRY MILK RIVALS RIVALS ADVERT
WINNER
V.S
SECONDARY RESEARCH
E C N E D I U G A AS WHAT PART OF CADBURYS DAIRY MILK COMPLAINED ABOUT
COMPLAINTS
WHY
FAIR TRADE ADVERT (ZINGALO)
RACISM
THE PRODUCT ITSELF
HEALTH ISSUES OBESITY
The sizes of the product, how many grams are in just one of the product.
THE PRODUCT ITSELF MISS PRINTING
HEALTH ISSUES ALLERGIC
Miss prin\ng didn't’t inform costumer if the product contained nuts.
demeaning to African people and perpetuated racial stereotypes
PRIMARY RESEARCH – QUESTIONNAIRE Ques\on 1 – Name Ques\on 2-‐ Age Ques\on 3 – Occupa\on Ques\on 4 -‐ What is you're favourite kind of chocolate you may eat? GALAXY WON 8/20 Ques\on 5 -‐ What is you're favourite type of chocolate bar? MILK CHOCO WON 8/20 Ques\on 6 -‐ What is you're favourite brand of chocolate bar? GALAXY WON 8/20 Ques\on 7 -‐ How many \mes a week do you think you buy chocolate bars? 18 – 0-‐2 2 – 3-‐5
When you buy you're chocolate bar, what brand do you buy? GALAXY WON 8/20 What colours what you associate dairy milk with? 19 – PURPLE 1 -‐ YELLOW If you were given £100,000 to film a dairy milk advert, what ideas would you have and how would you develop those ideas to make the advert?
With the many dairy milk adverts, which ones were maybe you're favourite or the ones that s\ck out to you, and why do you think they s\ck out to other chocolate brand adverts? When seeing a dairy milk advert, how does it make you feel, does it make you feel like you want one and if so why?
TECHNIQUES CADBURYS USE IN THERE DAIRY MILK ADVERTS ADVERT 1 -‐ 1982
ADVERTISING STRATEGIES
CINEMATOGRAPHY Pans throughout the advert, as if it was a journey
The use of liule children, persuasion.
SOUND
CHANGE OF STYLE Both adverts show differences, the ideas, there is a to what the product is or meant to be represen\ng
Diege\c sounding with no sound bridges
TARGET AUDIENCE Main Streamers (Everyone)
EDITING Smooth Edi\ng, with no jumps or fades.
MISE EN SCENE
Con\nuous sevng change through out the ad.
ADVERT 2 -‐ 2008
CINEMATOGRAPHY
Use of zooming and long shot.
SOUND
Using a well known sound track engages the audience, no diege\c with sound bridges
TARGET AUDIENCE
Mainstreamers. Also fair MISE EN SCENE trade, reformers Recording studio, stays the same throughout
EDITING
It smooths, its just panning like it’s a long story of him playing the drums
ADVERTISING STRATEGIES
Use of well known soundtrack, something different to engage the audience
MY IDEA WHY: I picked this idea because its fun, interes\ng and there is a valid point of the product. WHO: 2 actors (someone who can play bass preferably ) WHERE: A room bigger enough to film in EQUPIMENT: Camera, Tripod and an edi\ng system. SLOGAN: DAIRY ITS IN THE MILK
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DRAFT ADVERT
hup://www.youtube.com/ watch?v=uT-‐I4jyNFpk&NR=1
19 People were asked….
Genders
4
15
FEMALE MALE
Material Status..
2 Single In Rele\onship Married
17
Divorce
Ra\ngs they gave… RATINGS OUT OF 10
5
7 9
6 7
3
7 PEOPLE 3 PEOPLE 9 PEOPLE
Answers that they gave… Things they would change..
‘’Consistent’’
‘’Changing the font to more like the cadburys dairy milk font’’ ‘’Wasn’t showing the product at its poten\al’’
‘’The length of the advert’’
‘’Soundtrack included’’
“The Dialogue could have been quicker to show excitement towards the product”
Things they would keep.. They said…
‘’The zoom shot of the dairy milk chocolate bar’’
“The swapping of the chocolate bar and the guitar worked well”
“Unique storyline, which made it different in the adver\sing world, which I liked” “Using teenagers in the advert worked well because if using a adult, they wouldn't’t of pulled the story line off”
HOW I ACTED ON WHAT WAS SAID.. Each point that was made, I watched my advert and decided from there what to keep and change, keeping in mind what was said..
-‐ 0.37 -‐ Using Garage Band -‐ Consistent -‐ Re filming -‐ Finding the font.
HOW THE CHANGES AFFECTED MY ADVERT. • Font trouble
• S\cking to the storyline • Finding the right soundtrack
MY FINAL CADBURYS DAIRY MILK ADVERT.
THANKYOU FOR LISTENING AND HOPE YOU ENJOYED ANY QUESTIONS?