IMPACT OF AMITABH BACHAN AS A CELEBRITY ENDORSER IN

1. IMPACT OF AMITABH BACHAN AS A CELEBRITY ENDORSER IN www.pptmart.com

2. OBJECTIVE OF THE RESEARCH The Objectives of the research are- To study consumer behavior for Cadbury’s. To study the impact of AmitabhBachchan 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 AmitabhBachchan as the endorser of their product. While with regard to the impact of AmitabhBachchan on Cadbury’s, the questions like what is the image of AmitabhBachchan , 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. www.pptmart.com

3. Company’s Profile • Founder: JOHN CADBURY • Location: Birmingham, UK. • Year: 1824 • Its business spread over 160 counties. • It is world’s largest confectionary company. • Cadbury has over 1,40,000 employees worldwide. www.pptmart.com

4. 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% www.pptmart.com

5. 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. www.pptmart.com

6. PRODUCT LIFECYCLE (PLC)… PRODUCT LIFE CYCLE www.pptmart.com

7. 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 AmitabhBachchan, 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 AmitabhBachchan 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 the other also want to buy the same chocolate. www.pptmart.com

8. VIDEO- Classic Indian Ad of Cadbury www.pptmart.com

9. 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. www.pptmart.com

10. Campaign : “Don’t Worry Be Happy” in 2004. • Target : Bringing AmitabhBachhan as brand ambassador helped to gain trust of the people with the new ‘Purity Sealed’ pack of Cadbury Dairy Milk. www.pptmart.com

11. Campaign : “KuchMeetha Ho Jaye” in the end of 2004.Target: To associate Cadbury Dairy Milk with celebratory occasions. www.pptmart.com

12. Campaign :“Pappu Pass Ho Gaya“ in 2005.Target: Ithas 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. www.pptmart.com

13. 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. www.pptmart.com

14. “Impact of AmitabhBachchan as a CelebrityEndorser on Cadbury’s.” • 7 Jan 2004 : Cadbury‘s first Brand Ambassdor • 5 Nov 2004 : Gave the new add on cadbury with AmitabhBachchan • 17Dec 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 AmitabhBachchan 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. www.pptmart.com

15. VIDEO- PAPPU PASSES EXAM www.pptmart.com

16. MORE RECENT: • Campaign : “AajPeheliTaarikhHai” 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,”. www.pptmart.com

17. MORE RECENT : Campaign : “Shubharambh – KuchMeetha Ho Jaye” in 2010.Target: To start with any new thing. www.pptmart.com

18. LATEST: Campaign : “KuchMeethaS Ho Jaye” in October 2010.Target: To celebrate festivals (Diwali / Christmas ) and to spread love & happiness among people. www.pptmart.com

19. 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. www.pptmart.com

20. 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. www.pptmart.com

21. ANALYSIS Companies are investing large amounts of money for using celebrities, do you think its helping them to increase their total revenue? www.pptmart.com

22. What do you value the most when purchasing a product? •Price of the product•Celebrity endorsement•Quality of the product•Value for money www.pptmart.com

23. Does celebrity endorsement help in brand promotion? www.pptmart.com

24. 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 www.pptmart.com

25. Which of the factors affect your purchase? www.pptmart.com

26. 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 www.pptmart.com

27. 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. www.pptmart.com

28. 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 www.pptmart.com

29. Thank You… www.pptmart.com