IMPACT OF AMITABH
BACHAN AS A
CELEBRITY ENDORSER IN
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OBJECTIVE OF THE RESEARCH
The Objectives of the research are•To study consumer behavior for Cadbury’s.
•To study the impact of Amitabh Bachchan on Cadbury’s
•Establish the product need
•Create Brand Awareness
•Set customer expectations
•Celebrity-Target Audience Match
•Fit with the Advertising Idea
• How Cadbury’s did the make-over of its image by using Amitabh Bachchan as the
endorser of their product.
• While with regard to the impact of Amitabh Bachchan on Cadbury’s, the questions
like what is the image of Amitabh Bachchan , whether he is a proper celebrity to
endorse Cadbury’s, whether he has changed the image of Cadbury’s and does he
affect their buying decisions with regard
to Cadbury’s.
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Company’s profile
• Founder:
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CADBURY IN INDIA
•
•
Established in India: 1948
Manufacturing facilities at:
Thane, Induri (Pune), Malanpur (Gwalior),
Bangalore, Baddi (Himachal Pradesh)
•
•
•
Total confectionary mkt: Rs.41 bn
Total Vol. turnover : 2,23,500 tpa
Consumption: Urban :73% & Rural : 27%
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Vision & Mission
Vision:
"Working together to create brands people love"
Cadbury’s mission statement
Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality;
our commitment to continuous improvement will ensure that our promise
Mission Statement 0f the product:
The mission statement of our new product is “To provide our customers with a tempting and
exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.
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P
RODUCT LIFE
PRODUCT LIFE CYCLE
CYCLE (PLC)…
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A
aDVerTisinG CampaiGns…
• 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,
CDM targeted adults with their advertising since the early 1990s. Most, if not all, of
Cadbury’s advertisements in India feature people over 18 years of age.
• The message that CDM 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 Cadbury’s.
• In 2003-2004 Amitabh Bachchan, was chosen, as he embodied the values of Cadbury as
a brand and connected with all of India - mothers, teenagers, children, media persons
and trader partners. He became the face of the brand and from here onwards the sales
of Cadbury Dairy Milk went high.
• The band wagon effect is totally depended on the mentality of the human beings. The
advertisement campaign with Amitabh Bachchan has made an increase in the demand of
the dairy milk. It indicates that if the one person is going to buy dairy milk chocolate than
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the other also want to buy the same chocolate.
VIDEO- Classic Indian Ad of Cadbury
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Early 90’s :
The “Real Taste of Life” with the girl dancing on the cricket field.
The message given by this campaig was “Cadbury Dairy Milk is for Enjoyment”
This campaign went on to be awarded 'The Campaign of the Century',
in India at the Abby (Ad Club, Mumbai) awards.
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Campaign : “Don’t Worry Be Happy” in 2004.
Target : Bringing Amitabh Bachhan as brand ambassador
helped to gain trust of the people with the new ‘Purity Sealed’
pack of Cadbury Dairy Milk.
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Campaign : “Kuch Meetha Ho Jaye” in the end of 2004.
Target: To associate Cadbury Dairy Milk with celebratory
occasions.
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Campaign
:
“Pappu
Pass
Ho
Gaya“
in
2005.
Target: It has become part of the street language. It has been
adopted by consumers and today is used extensively to express joy
in a moment of achievement / success.
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Campaign: “MissPalampur in 2005-2006
Target: aimed at addressing audiences in small towns, rural
markets, who are not really the most voracious consumers
of chocolates. Small-town and adult penetration of
chocolates increased more than 20% in the last five years.
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“impaCT of Amitabh Bachchan as
a Celebrity
enDorser on CaDbury’s.”
•
7 Jan 2004 : Cadbury‘s first Brand Ambassdor
•
5 Nov 2004 : Gave the new add on cadbury with Amitabh Bachchan
•
17 Dec 2010 : reached to its success by gaining the net profit of Rs.369.
•
Sales: Sales rose within 8 weeks of introduction of new packaging and communication. This is a
clear reflection of restoration of consumer and hence trade confidence in the corporate brand.
•
Image: There was significant upward movement in ratings amongst consumers on parameters like
company image, responsiveness of company and behavioral parameters like intention to buy
Cadbury chocolates.
•
Bharat Puri, Managing Director, Cadbury India, says, “There is a perfect fit between Amitabh
Bachchan and Cadbury Chocolates. Their timelessness and the love and trust they both share
with people across India make this an ideal partnership.”
•
"Pappu Pass Ho Gaya" became part of street language.
•
The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the
Cannes Media awards in 2005.
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VIDEO- PAPPU PASSES EXAM
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MORE RECENT:
Campaign
:
“Aaj
Peheli
Taarikh
Hai”
in
2009.
Target: a key moment in the life of salaried individuals—the day they
receive their pay, largely on the first of every month. “It’s a crucial
moment for an individual who lives from salary to salary,”.
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MORE RECENT :
Campaign : “Shubharambh – Kuch Meetha Ho Jaye” in 2010.
Target: To start with any new thing.
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LATEST :
Campaign : “Kuch MeethaS Ho Jaye” in October 2010.
Target: To celebrate festivals (Diwali / Christmas ) and to
spread love & happiness among people.
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Impact on cadbury when
celebrity do not endorse
•
Like the mind, celebrity endorsements are a “powerful tool”, the
important factor is how it’s utilised.
•
First, the use of a celebrity cannot be at the cost of the basic tenets of
effective communication — sound strategy, a compelling story to be told
and most importantly, the need to make the consumer act on the
communication.
Second, considerable thought needs to be given to the precise value
addition that the star brings to the communication idea, besides sheer
presence.
Third, the most effective celebrity endorsements occur when both brand
and celebrity have equal status in the relationship.
Fourth, even while most celebrity endorsements come at a fair expense
(or investment), the expense itself must never be at the cost of media
weights.
The famous cadbury Ad where a girl comes dancing and running in the
cricket ground.
•
•
•
•
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RESEARCH METHODOLOGY
A) Data collection:
The secondary data is collected through internet.
The primary data is collected through questionnaires
B) Sample unit :
The geographical area selected for this research
was Amity University.
C) Sample size :
The sample size selected for this research was of 100
people.
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ANALYSIS
Companies are investing large amounts of money for using celebrities, do you
think its helping them to increase their total revenue?
YES
(68%)
NO
(32%)
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What do you value the most when purchasing a product?
• Price of the product
• Celebrity endorsement
• Quality of the product
• Value for money
Quality (60%)
Celebrity
Endorsement
(18%)
Price (16%)
Value for
money (6%)
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Does celebrity endorsement help in brand promotion?
YES
(60%)
NO
(40%)
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What do you think is the reason for the companies to choose
celebrity endorsement for promoting their products?
• Easy recognition of product
• Can’t generate new ideas
• To be able to increase sales and profit
• To compete strongly
Easy recognition of
product-60%
To be able to increase
sales and profit-20%
To compete strongly10%
Can’t generate new
ideas-10%
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Which of the factors affect your purchase?
Factors
Ads (44%)
Attractive display (28%)
Occasion (14%)
Suggestion from frds (8%)
Brand Ambassadors (4%)
Ingredients (2%)
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FINDINGS
•Synonym for the word chocolates.
• A common man feels that a celebrity helps an organization in increasing their total sales
and hence the revenue.
•A brand ambassador also helps in increasing the market share of the product.
•In final decision making, quality is most important for a consumer and then brand
ambassador matters.
• Aiming to replace traditional gifting options like Mithais and dry-fruits
• All occasion item & targeted towards whole family
• Medium size is preferred.
•Brand loyalty towards Cadbury is very high
•Brand name, quality & flavor are most important
factors
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RECOMMENDATIONS
• Cadbury should bring out new products for health conscious people
• It should continue to promote itself as substitute to mithai
• Choco-biscuits should be introduced
• Should use Indian ads and avoid global ads in India
• Should consider attractive display or its own
‘Chocolate boutique’ (retail store).
• Special chocolates for Christmas should be introduced e.g. rum, champagne
flavored
• New flavors like strawberry, orange, vanilla etc.
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conclusion
•There is an immense scope for chocolate industry in India
• Indian chocolate industry is unique mix with extreme consumption patterns,
attitudes, beliefs, income level and spending
• Understanding consumer preferences and demands is the key to growth
•Pricing, quality , flavors and pack size are some of the important factors
•Economical distribution using proper supply chain management
is necessity
• Brand loyalty should be maintained
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Thank You…
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