DAIRY MILK
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MORE MILKY
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1824
1861
John and Benjamin Cadburys
‘’Cadburys Brothers of Birmingham’’
Royal Warrant
George and Richard Cadburys
Johns sons
BOURNVILLE
1905
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 conducting
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
marketing and the
advertising just
concentrates on the
chocolate and also
understanding of the
audience and the
buyers options
towards the product.
OPPORTUNITIES
WEAKNESSES
The product is dependent
on the confectionary and
beverages market,
however on other hand,
other products such as
Nestle have a more
diverse product portfolio,
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
confectionary product is increasing.
The confectionary market is set apart by a
high degree of merger and gaining activity
throughout the years. Opportunities exist
to increase share through targeted
acquisition.
The is a key to survive within the FMCG
market is increasing competence and
reducing costs. The dairy milk fuel for
growth and effectiveness programmes
seek to bring cost savings.
Firstly, moving production 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.
Modernisation 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
marketing.
THREATS
World wide products
especially dairy milk
there is an increase in
the demanding of the
energy, transport,
packaging and sugar
particularly.
Competitive presser
from other brands, can
cause aggressive price and
promotion activity by
possible pricing wars in
developed markets.
Social changes the rising of
health issues, obesity and
consumers trying to watch
they calories. Nutrition and
healthier lifestyle maybe a
risk for dairy milk itself let
alone Cadburys
CADBURYS DAIRY MILK MARKET
1928
1933
UK BRAND LEADER
CADBURYS DAIRY MILK RIVALS
RIVALS ADVERT
WINNER
V.S
SECONDARY RESEARCH
WHAT PART OF CADBURYS DAIRY
MILK COMPLAINED ABOUT
FAIR TRADE ADVERT
(ZINGALO)
COMPLAINTS
RACISM
WHY
demeaning to African people and
perpetuated racial stereotypes
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 printing didn't’t inform
costumer if the product
contained nuts.
PRIMARY RESEARCH –
QUESTIONNAIRE
Question 1 – Name
Question 2- Age
Question 3 – Occupation
Question 4 - What is you're favourite kind of
chocolate you may eat?
GALAXY WON 8/20
Question 5 - What is you're favourite type of
chocolate bar?
MILK CHOCO WON 8/20
Question 6 - What is you're favourite brand of
chocolate bar?
GALAXY WON 8/20
Question 7 - How many times 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 stick out to you, and why
do you think they stick 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
The use of little
children,
persuasion.
CINEMATOGRAPHY
CINEMATOGRAPHY
Use of zooming and long shot.
Pans throughout the advert,
as if it was a journey
SOUND
SOUND
Using a well known sound track engages the
audience, no diegetic with sound bridges
Diegetic sounding with no sound
bridges
CHANGE OF STYLE
Both adverts show
differences, the
ideas, there is a to
what the product is
or meant to be
representing
ADVERT 2 - 2008
TARGET AUDIENCE
Main Streamers
(Everyone)
EDITING
Smooth Editing, with no jumps or
fades.
MISE EN SCENE
Continuous setting change through out
the ad.
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, interesting 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 editing system.
SLOGAN: DAIRY ITS IN THE MILK
.
DRAFT ADVERT
http://www.youtube.com/watch
?v=uT-I4jyNFpk&NR=1
19 People were asked….
Genders
4
15
FEMALE
MALE
Material Status..
2
Single
In Reletionship
Married
17
Divorce
Ratings they gave…
RATINGS OUT OF 10
7
5
7 PEOPLE
6
3 PEOPLE
9
7
3
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 potential’’
‘’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
advertising 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
• Sticking to the storyline
• Finding the right soundtrack
MY FINAL CADBURYS DAIRY MILK
ADVERT.
THANKYOU FOR LISTENING AND HOPE
YOU ENJOYED
ANY QUESTIONS?