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ITS TASTY!

ITS NOW CALLED Mondelez!!

Consumer Behavior
Analysis of
GROUP 3
SHREY ARORA
MEGHA GOEL
PALLAVI KINI
ARJUN SK
DWIJENDRA PARASHAR
ROHAN SARMANDAL

E004
E020
E029
E030
E040
E054

Introduction

Owned by Mondelez International

Headquarters in Uxbridge, London

2nd largest confectionary brand in the world

Established in 1824 by John Cadbury
Started off by selling tea & coffee

Began operations in 1948 Imports

Market leader in the chocolate confectionary
business with over 70% market share
Changed its name to Mondelez India Foods Ltd.

India

Cultural Factors

Kya Swad hai Zindagi Mein

1998 - 2002 campaign

The ad struck chord with Indian audience:

Hindi lyrics

Cricket - Perceived as religion in India

Kuch Meetha Ho Jaye

Sweets are major part of traditions and celebrations

Teaches the customers to use the product by leveraging culture

Cultural Factors

Shubh Arambh

Auspicious beginning is important for success

Consuming sweets before embarking on something new

Cadbury adopted this to position Dairy milk as sweet to mark new beginning

Khane ke baad kuch meetha ho jaye

Capitalised on Indian family's habit of deserts

Sub Cultural Factors

"Cadbury Mishti Shera Srishti" - 2012

Mishti - bengali Sweet

Tied up with 9 Kolkatta Mishti shops that prepared over 100 innovative
Mishtis -using Cadbury dairy milk as ingredient

Used local media, print & visual inviting people to vote for most
innovative creation

Repeated in 2013 on bigger scale

Is diwali aap kisse khush karenge"

"Kyunki Sirf Shagun hi kafi nhi" - rakshabandhan

Ek aisi Mithai jo dosti ko banaye aur bhi khaas"

Cross Cultural Factors

Communication is highly localized

A lot of their communication is related to local sentiments

Failure of Cadbury Picnic

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Social class Segmentation of Cadbury consumers

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Very
Rich

Consumi
ng class

Upper-Upper Class

Country Club, Small number of well established families

Bournville, Silk, Celebrations, Temptations, Oreo, Cadbury Cocoa Powder

Lower-Upper Class

Represent new money, business executives

Bournville, Silk, Celebrations, Bournvita, Temptations, Oreo

Upper-Middle Class

Achieving professionals, Child oriented

Bournville, Silk, Celebrations, Temptations, Oreo, Bournvita

Lower-Middle Class

Faithful followers, want children to be well-behaved

Perk, 5 Star, Dairy Milk, Eclairs, Gems, Halls, Shots

Climbers

Upper-Lower Class

Largest social class segment, security-minded majority

Perk, 5 Star, Dairy Milk Rs. 5, Eclairs, Gems, Halls, Shots

Aspirant
s

Lower-Lower Class

Eclairs, Halls,Shots

Social Class and Marketing

Strategy
Cadbury
Celebrations
Rakhi TV Ad
Upper Class

Cadbury
Celebrations
Lonely Ma Ad
Working
professionals

Bournvita Quiz
Contest
Upper
Middle/Lower
Upper Tamil
Nadu Ad

Cadbury Dairy Milk

KBC
Lower-middle/
upper-lower class

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Bournvita Little
Champs
Lower Upper and
Upper Middle
Class: Mothers
Test

Cadbury Silk
Campaign
Theatre
personalities used
to target Upper
Middle, Lower
Upper and Upper
Upper Classes

SOCIAL GROUP & MARKETING STRATEGY

SOCIAL GROUP Silkaholics
Campaign Come Say it with Silk
Consists of people who have a sense of
relatedness as a result of interaction with
each other

Swipe For Silk that tests your skills to

mould your favourite bar of Silk
Photo Booth with which you can
personalize your pictures with
quirky edit tools. Also, every time
you shake your phone, therell be
something new!
Silk Check-in with which you can
turn your pictures into visual checkins while adding some Silk
templates.

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MOTIVES

MURRAYS LIST OF PSYCHOGENIC NEEDS

1.

NEEDS ASSOCIATED WITH INANIMATE OBJECTS

2.

NEEDS THAT REFLECT AMBITION, POWER, ACCOMPLISHMENT, AND

PRESTIGE Aadatein Ad

3.

NEEDS CONCERNED WITH HUMAN POWER

4.

NEEDS CONCERNED WITH AFFECTION BETWEEN PEOPLE Snowflake Ad,

Honeymoon Ad

5.

NEEDS CONCERNED WITH SOCIAL INTERCOURSE ( THE NEEDS TO ASK AND

TELL)

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Family

influencing factor
environment of socialization

the same buying habits and consumption patterns

influence on the consumer buying behaviour.

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FAMILY SPECIFIC CHARACTERISTICS INFLUENCE TYPE OF

DECISION MAKING

Culture: Indian vs American (TVC)

Sub Culture: Urban vs Rural

Social Class: High vs Middle

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Opinion Leadership

Image of Cadbury took a serious hit when the news of worms being
in the chocolate came out.

They wanted to tell the consumers about their new double layered
packaging in a way that people might believe them.

They used the strong influence of Mr. Amitabh Bachchan to do this

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Involvement

Celebrities Amitabh Bachchan, Priety Zinta used in TVCs

Reality Shows like KBC, Dream Factory

Relationships of Brother-sister, Husband- wife etc. emphasised to make it a high

involvement product

A glass and half full production

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Consumer Decision Making

If you love your sister/brother/ mother/father/ boyfriend/

girlfriend/husband/wife/long lost friend/ neighbourhood
chacha/practically anybody that is left

If you are starting something new/ standing at a traffic signal/ very

happy/ very sad/alone in hostel/about to get married or even if
Radha becomes Ms. Palampur

Buy a Cadbury

TVCs try to relate product with every emotion and situation to make
consumers buy more

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Diffusion Of Innovation

Oreo (Twist ,Lick, Dip campaign)

More than a biscuit, makes families come together

Targeted Innovators, early adopters

and early majority

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Self Concept

Cadbury Silk Social Experiment

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Learning

Classical Conditioning

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Learning

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Operant Conditioning (Kuch Meetha Ho Jaaye)

Behavior

Consequence

Likelihood of behavior
increases/decreases

Perception

Cadbury Bournvita:

Perceived as drink for children which provides them energy, vitamins and
other essential nutrients

"Tan ki Shakti, man ki Shakti"

"Teyaari jeet ki"

Bounvita Quiz Contest - associated image of smartness and achievements

of children with Bournvita (1972 Quiz Contest )

Cadbury Gems

"Raho Umarless" campaign - showed adults enjoying Cadbury Gems

Tried to break the stereotype of being a candy for kids

Appealed to individuals who are still fun loving and young at heart - "No
umar for Favorite Color"

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Perception

Cadbury Dairy Milk shots

Certain type of eaters are concerned about how they look or who
aren't good at controlling their eating - see bite size pieces of food as
"zero calories".

Positioned as "Chocolate ladoo" and priced at Rs. 2

Subliminal Perception

One & a half glass of milk denoting richness and purity of chocolate

Purple colour denotes vibrant image of the brand

It has double layers of packaging to ensure better security

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Perception

Cadbury Dairy Milk Silk

Perception of Irrelevant Cues

The relatively higher price signifies higher quality chocolate

Halo Effect

The brand roped in Mr. Amitabh Bachchan as Brand Ambassador

People associated the characteristics of brand with him

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Conclusion

Cadbury has continued to push its products as a replacement to

conventional sweets in Indian Culture

Cadbury has capitalized on emotions to create special image in the

minds of consumers influencing their behavior

Cadbury has easy recall value in the minds of consumer owing to its
constant identity

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