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CADBURY DAIRY MILK CHOCOLATESHow Celebrity influences and changes

consumer perception

Group 5

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1. As a brand manager of Cadbury Dairy

Milk, you have been asked to change the

consumers perception about eating

chocolate on a regular basis. What

recommendations would you make?

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CONSUMERS PERCEPTION ON REGULAR

CHOCOLATE EATING

-Dental problems

Consumption of chocolate may increase the risk of dental

health problems.Regular intake of chocolate can cause tooth discolouration.

-Other Problems

Chocolate is widely perceived to cause migraines, acne andobesity.

High Blood pressure, diabetes etc.

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RECOMMENDATIONS

Studies prove that cocoa content may be helpful in protecting

against cardiovascular disease, improved cholestrol, increased

platelet activity ,so these studies can help in busting the myth

that regular chocolate eating is not safe for health. This can be

done by getting certifications from competent authorities to boostconsumer confidence.

A celebrity campaign can be launched to reposition it as a brand

not only for special occasions but also as a chocolate in whateverwe do.

For every thing you do there is a Dairy Milk for you.

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Target customers who have health problems-Cadbury can

launch sugar free chocolates for diabetic people.

Cadbury can be advertised as a chocolate used as a substitute

of desserts after daily meal.

For addressing the belief that regular consumption of

chocolates causes dental problems an advertisement can be

launched where the dentist himself prescribes Dairy milk on

regular basis due the various advantages of chocolateconsumption. This should be backed by proper research that

regular consumption does not play a role in dental problems if

proper care is taken.

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2. Most celebrities act in the capacity

of persuasive role models and, that too,

they usually appear in televisioncommercials. Discuss the effectiveness of

deploying a celebrity such as Amitabh

Bachchan as its brand ambassador.

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How Celebrity Endorsement helps?

Enjoying public recognition

Credibility, trust and association with the brand

Increases awareness of the brand Easy recall for

the customers

Values of the brand and image of the brand

clearly highlighted and grasped by the consumers

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Amitabh Bachchan as a Brand Ambassador

Perfect Personality who can transmit a perfect messageand help in regaining lost trust ( Worm infested packets)

Both have gone through testing times and have overcome

them with their love and trust for the people

Renowned celebrity in entire India

Rural &urban

For all the age groups

Non controversial image

Promoted Cadbury as a medium to celebrate,

bringing smiles and spreading happiness