Social Media and Web

Analytics

5 Anish George | C013 Akshay| D054 Shruti Singhal |

55 Nandini

INTRODUCTION

Cadbury India
A Global
Confection
ary Power
House

Cadbury Brands In India

Cadbury Dairy Milk

Cultural Factors at play:
Kya swaad hai zindagi mein
Kuch Meetha Ho Jaye
Shubh Aarambh

Sub-Culture Factor:
Cadbury Mishti Shera Srishti

Perk & Cadbury Shots

Social Factors :
Reference Group Family
Extra Wafer, Extra
Chocolaty, Extra Pyaar
Cultural Factor :
Laddo Campaign

Gems
Personal Factors :
Raho umarless
No umar for favourite colour

Silk
Social Group Silkaholics
Come say it with Silk
Swipe For Silk
Photo Booth
Silk Check-in

Bournville
Psychological Factor:
You just dont buy a Bournville, you
earn it

Target Audience

Digital Presence

Social Media
Presence:Facebook
How successful is the brand in terms of number of followers?

Likes :
95000
Shares:
1167

Social Media Presence:

Facebook
Cadbury have a number of Facebook
pages, including their
primaryCadbury Indiapage, as well
as separate pagesforCadbury World
and some of their most popular
brand products includingDairy Milk,
Crme EggandBournville.

Social Media
Presence:Facebook
Call to Action : Exclusive Launches on
Amazon

Likes :
95000
Shares:

Social Media
Presence:Facebook

Recent Campaigns

Objective
For quite some time now, Cadbury has been trying to
place itself in the context of a relationship, as a brand
to be shared when one is happy or sad, or when one
has to say sorry or thank you, or when one has to
propose or convey emotion. Recently, the brand was
riding on Rakhi to build a top-of-mind recall and
ultimately influence consumption.

Social Media Presence:

Twitter

Social Media
Presence:Linkedin

Social Media Presence:

YouTube

Social Media Presence:

YouTube

Best performing campaign Shubh Arambh

Celebrity endorsements Absent
Slice of life ads the most popular
Deeply expressive videos are more popular than animated videos
No video has crossed a 100,000 views in the past 15 months

Social Media Presence:

YouTube
Very impersonal
communication with
viewers
Communication on
YouTube without a profile
is not easy
Some comments are not
related to the product
Cadburys replies to
complimentary comments
is important it provides
social validation
It should focus on creating
advocates for the brand

Social Media Presence:

YouTube

Trends

Resources Deployed

Recommendations

Intrest spikes during February and August i.e Valentines Day and
Rakshabandhan
Two times men have to gift women
It is evident that Cadbury has capitalised on this

Recommendations
Cadburys strategy is to go beyond a product for
occasions and become a product consumed
regularly
They want to replace Indian sweets as the dessert
of choice for middle income households
Ultimate Goal is to have atleast a bar of Cadbury
chocolate is always present in the homes of Upper
and Middle income strategy
YouTube content should be designed around
targeting housewives. Content showing dessert
recipes that could be made from Cadury chocolate

Data for Analytics