Integrated Marketing

Communication Plan for

Cadbury Dairy Milk




Faculty : Dr. Bikramjit Rishi




By: Group 5
Krishna Ballal 1303-024
Santhosh Kumar Botta 1303-038
Sapna Singh 1303-039
Shubha Mishra 1303-042
Syed Adil 1303-047
V Ramkumar 1303-048
Shalok Kumar 1303-040



2

Acknowledgement
This project was conducted to understand and appreciate the applications learned in
'Integrated Marketing Communication'. It greatly helped us in understanding the subject and
its practical application better.
We have worked on this project under the able guidance of Dr. Bikramjit Rishi. He is a
knowledge bank for all of us and his expertise and unparalleled knowledge in this arena
inspired us to work to the best of our ability. Dr. Rishi's kind encouragement, generosity, and
patience in providing valuable comments and recommendations on every earlier draft helped
us shape this report.
We would also like to extend our gratitude to all those who helped and inspired us, especially
our batch mates.
















3

Preface
Dairy Milk is an iconic brand and one of the most loved chocolates. Dairy Milk changed the
way chocolates were perceived in India - from 'videshi' to 'desi'. Dairy Milk became
synonymous with chocolates in India. We, as a group, wanted to study and design an
Integrated Marketing Plan for this cult brand. It was not an easy task given the fact that there
is not much that Dairy Milk hasn't tried and tested in its marketing and advertising strategy.
We decided to delve into the situation and find out the answers to following questions to get
us started: Who should be DM's next target? Why should DM try untested waters? What
could the possible challenges and opportunities? Reasoning out who the TG would be got us
charged up and we wanted this cult brand to have a winning strategy once more. We found
out TG at the BOP - a place where not many like to venture but this untapped market has a
huge potential.
More than anything how DM would bring smiles to more faces and how it would sweeten
more lives drove us to design the IMC plan for DM, so that people would enjoy every bite of
classic DM and say 'Ab Maza aa gaya' !












4

Executive Summary
A strong IMC plan is the need for any product, brand, service, to reach out and make people
learn about the propose attributes, to remind people of the brand, to drive the sales. It makes
sense to carefully design an IMC plan that matches with the attributes of the
product/brand/service, and matches with expectations of the TG. We took up a daunting task
to design an IMC plan for Dairy Milk. Firstly, we started off with the study of Indian
chocolate market and the main players. Secondly, we found about consumers' perception
related to DM vis--vis its others. Thirdly, we defined the new TG for DM and drew up a
detailed profiling of the TG; this helped us design a well targeted IMC plan. Fourthly, we got
down and dirty and did the rigorous work to define the IMC objectives. These objectives
were the base on which we designed the creative strategy. The next part was a crucial one -
finalizing and designing the execution plan of our IMC plan. This consisted of detailing of
the execution strategy, designing ATL and BTL strategy. The finale consisted of scheduling
and budgeting of the planned IMC, this was not only vital but difficult given the new
completely TG.
We hope and believe that Dairy Milk's new 'Ab maza aa gaya' gives people in the smallest
and farthest of villages the 'Joy of Sharing', adding sweetness to many more lives as DM has
been doing for decades.










5


Table of Contents
Slno Topic Page No
1 Introduction 7
2 Cadbury India and its Competitor 8
3 How Consumer Perceives the Chocolate Brands in India. 10
4 Consumer Perception and Satisfaction on Cadbury Dairy Milk 11
5 Retail Perception of Cadbury Dairy Milk 12
6 Target Market Specification 15
7 Brand Positioning 16
8 IMC Objectives 16
9 Creative Strategy 18
10 The IMC Program 18
11 Evaluation of Creative 23
12 Media Scheduling 23
13 Promotional Budget 25
14 References 26








6

List of Tables
Slno Tables Page No
1
Scheduling - TV Advertisement July to September
23
2
Scheduling - TV Advertisement October to December
24
3
Scheduling - TV Advertisement Diwali advertising schedule
24
4
Scheduling Print advertisement
24
5
Total ATL activity costs
25
6
Total BTL activity costs
25

















7
Introduction
Indian Chocolate Industry
The size of Indian chocolate market is Rs 5000 crores with the market leader being Cadbury
at 70% market share. The growth of the market is projected to be and reach Rs 8000 by 2021.
The premium chocolate has 27% share of the overall current chocolate market, and it is also
projected to grow by 30-35% by 2021. The reasons for the growth of chocolate market are
shifts in consumer preferences from traditional sweets, growing middle class and rising
income levels, projection of chocolate as dessert option and exposure to global brands. The
main players in the chocolate market are Cadbury, Nestle, Ferrero, Hershey, Mars, Lindt,
etc., The following diagram shows the market share of these players:


Figure 1 Market Share Indian Chocolate Market
Source: http://articles.economictimes.indiatimes.com/2013-11-07/news/43776418_1_galaxy-brand-product-portfolio


cadbury
70%
Nestle
21%
Ferrero
6%
Others
3%
The Market Share of major companies in
Indian chocolate market



8
Cadbury India

Cadbury India Ltd is a subsidiary of Cadbury Schweppes Overseas Ltd. The company is one
of the leading international confectionery company manufacturing chocolate, gum and candy.
The products are exported to countries like to Sri Lanka, Dubai, Ghana and Maldives. The
company is a market leader in chocolate business and its star brands are Cadbury Dairy Milk,
5 Star, Perk, Eclairs and Celebrations. Out of all the brands Cadbury Dairy Milk is the
bestselling brand and holds the largest market share.
Dairy Milk
Cadbury Dairy Milk is synonymous to chocolates in India. It is well accepted and consumed
by people from all age- groups. The chocolate was launched in 1984 and it was a modified
version of the previous Milk chocolate introduced in India in 1948. Within the first three
years, variations were launched like Fruit and Nut, Roast Almond and Crackle.
The brand is known for its innovative marketing campaigns. This led to the Emvie award in
2010 and Effie award in 2011. Dairy Milk launched the first promotion on mobile and the
campaign was Pappu pass ho gaya
Positioned in the early days as the brand that was as loving as a mothers hug, it grew into
the brand that everyone loved, offering the real taste of life! In recent years, it has become
associated with auspicious beginnings (shubh aarambh), celebrations (kuch mitha ho jaye,
Pappu pass ho gaya, cricket victory and Miss Palampur beauty pageant) and the joy of pay-
day!







9
Direct competitors
Nestle ranks second with 21% in terms of sales. Its brands pose direct competition to
Cadbury:
Kit Kat: The brand's commercial focuses on 'Have a break, have a Kitkat'. Nestle Kit Kat
was well received by consumers in early years owing to both the novel 'finger format' of the
chocolate as well as the way its advertising celebrated the 'consumption ritual'.
Munch: Munch is the largest distributed brand in its category. It is a wafer chocolate.
The campaigns of Munch focus on its crunchy taste. Priced at Rs. 5 it targets the
middle class in metros and smaller towns.

Bar one: This is the brand that was in Nestles portfolio from last twenty years. It has
a luscious nougat and caramel core covered with a delicious chocolayer.
Indirect Competitors
Perk: The brand is mainly positioned as a snack for those who prefer chips and
wafers during snack time. It is mostly consumed by teenagers and the brand is also
positioned as a mini - snack in its campaigns.

5 Star: Youth and children are the main consumers of this brand. It has got many
variations to keep the consumers excited.










10
How consumer perceives the chocolate brands in India.
With reference to a study conducted among 600 urban respondents in Pune city of India, in
September 2009. Respondents where 52% Male and 47% were Female and the age range
between 15 to 65 years old consumers who consume chocolates at least once in a month.

Figure 2 Consumer Brand Choice
Source: International Journal of Business and Management Vol. 5, No. 9; September 2010
According to Figure 2, 7 are the most preferred brands i.e. Cadbury Dairy Milk, 5Star, Perk,
Bar one, Kitkat, Munch and Nestle. Top three brands from Cadbury India make 72% of the
brand preference with Dairy milk as the most preferred brand.

Figure 3 Consumers Reason for Brand Choice
Source: International Journal of Business and Management Vol. 5, No. 9; September 2010
37.70%
17.70%
16.20%
8.90%
6.90%
5.60%
5.00%
2.00%
CDM 5 Star Perk Bar One Kitkat Munch Nestle Others
Packaging Price
Sales
Promotion
Availability Quality
Advertisemen
t
Frequency % 0.90% 1.70% 3.20% 17.70% 24.00% 52.60%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%



11

According to figure 3 shows how consumer choose a brand on the following parameters like
packaging, price, sales promotion, availability, quality, advertisement. In which
advertisement stands out with 52.60% and followed by quality i.e. 24%

Consumer Perception and Satisfaction on Cadbury Dairy Milk
The Consumers perception of effectiveness of five different media used in advertising
Cadbury Dairy Milk was examined. According to Figure 4, the results showed that most
consumers (78.8%) perceive TV advertising is the most effective media used for
advertisement of Cadbury Dairy Milk, 10.6% Radio, 5.4% Out door, 3.5% Newspaper and
1.7% Magazine; the powerful combination of sound and vision in the TV advertisements
might be reason behind the consumer perception for this media.

Figure 4 Consumer perception of different media effectiveness in advertising Cadbury Dairy milk
Source: International Journal of Business and Management Vol. 5, No. 9; September 2010
The Media Influence of Cadbury Dairy Milk on Consumers Age Group was high. Figure 5
shows 67.5% of age group 15-25 years old, 63.7% of age group 26-35 years old, 71.4% of
age group 36-45 years old, 67.1% of age group 46-55 and 68% of age group 56-65 years old
agreed to the fact that media advertising has influence on the sales of Cadbury Dairy Milk.
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Television Radio Outdoor Newspaper Magazine



12

Figure 5 Media influence on consumer age group
Source: International Journal of Business and Management Vol. 5, No. 9; September 2010

Retail Perception of Cadbury Dairy Milk
The interview from retail outlet (EasyDay) personnel in Ghaziabd RDC was accurate in
getting a perfect understanding of the industry. Based on the interview it was inferred that the
consumers usually buy chocolates when they see them or in exchange of the unavailable
change. This is one of the reason the retailer places the chocolates near the counter to catch
the attention of the customers who miss buying them from the regular shelves in the store.
Cadbury Dairy Milk was mostly bought by the female adults or students and it is the fastest
moving chocolate in the store. Cadbury purchases shelf spaces at the eye level in retail
spaces to realize higher sales. The brand has successfully replaced sweets during festivals
and auspicious occasions. Cadbury also has a brand called Celebrations especially for
festivals.
Distribution:
Cadbury developed an extensive distribution network over the years. The company has
manufacturing facilities at Thane and Induri in Maharashtra, Malanpur in Madhya Pradesh,
Bangalore in Karnataka and Baddi in Himachal Pradesh and 4 sales offices at Mumbai,
Kolkata, New Delhi, and Chennai. Cadbury distribution channels include the manufacturing
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
15-25 26-35 36-45 46-55 56-65
yes no



13
warehouses where the chocolate production takes place. Cadbury Dairy Milk chocolates are
sold directly to wholesalers and retailers. Cadburys distribution network encompasses 2100
distributors and 450,000 retailers. Cadbury reaches around 0.6 million retail outlets. The
consumer base is over 65 million.

Figure 6 - Schematic representation of Cadbury Indias distribution network.

Demographic Profile:
Age Group: 2-60
Gender: Male/Female
Family Life Cycle: Children, Young, Single, Married, Older. All age groups.
Income: Set at economical price with multiple SKUs it is affordable by consumers from
almost every income group.
Impulse segment: These products are often purchased on impulse and eaten then and
there.
Cadbury India Limited
CNF
DIS DIS DIS
RET RET RET
CNF CNF CNF



14
Take home segment: This describes product that are normally purchased from
supermarkets, taken home consumed at a later stage.
Cadburys Dairy Milk falls in both Impulse segment and Take home segment.
The price of Cadbury dairy milk is reasonable and affordable. The income of a person does
not play any important role in it. Perception towards Cadbury dairy milk is not be much
affected by the generation differences.

Psychographic: - The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers). The psychology of how the
consumer is influenced by his or her environment (e.g., culture, family, signs, media). Here
Cadbury wins the race & Cadbury become a part of lifestyle as a loyal brand.

Behavioural factors: -
Decision: - The purchase decision is mostly taken by the children and youngsters. Most of
them buy these chocolates out of their pocket money.

Occasions: - Cadbury Dairy milk is bought and consumed irrespective of occasions on a
regular basis. Festivals like Diwali are the time when there is huge rise in the sales of Dairy
Milk.

Repeat Purchase Pattern: It shares the love of very many Indians who are diehard fans of
its taste. This commands a loyal following and a very high level of repeat purchase pattern in
its consumers. Environment clearly has an influence on the consumer like their family,
culture signs and media. Here Cadbury wins the race & Cadbury become a part of lifestyle as
a loyal brand.
Frequency of Purchase: Non occasion buys - twice/month, Occasion Purchase (i.e. as gift)-
five/year





15
Target Market Specification
Rural India contributes 17% of the chocolate market in India. Villages with 5000-10000
population contribute to 5% of this market share. The penetration of Cadbury Dairy Milk is
low in the rural market. Hence this project aims expanding Dairy Milk to rural markets.
This segment is growing at a rate of 19% CAGR. While the general perception is that the
chocolates priced at Rs 2 would be the highest selling product but in reality the chocolates
priced at Rs 5 and Rs 10 are the highest selling units.

Demographics:
Age group: 5-35
Gender: male, female
Income: a survey by NCAER indicates that the rise in rural incomes is keeping pace with the
rise in urban incomes. Since it is an affordable product (SKUS Rs5 and Rs10) the income is
not major hurdle for the purchase of Cadbury Dairy Milk.
Occupation: mainly agriculture. Nearly 30% of rural population is employed in non-
agricultural sector and have steady income.
Family life-cycle: school going children, teenagers, young married couple, middle age men
and women.
Socio economic: R1, R2 and R3 sections of the rural market.

Psychographics:
Behavioural:
Occasions: moments of joy
User status: non-users, first time users, potential users and regular users.
Usage rate: light, medium and heavy users.
Loyalty status: impulse product therefore loyalty cannot be expected.
Attitude: enthusiastic and positive






16
Buying situation: low involvement product
Since chocolate is an impulse buying product so it doesnt go through all 5 stages of the
buying decision process. Consumers buy chocolates for gifting, sharing a joyous moment, to
eat as a snack etc.

Purchase occasion:
Chocolates dont need an occasion to be bought and consumed. However Cadbury Dairy
Milk had been communicated as a product that can be shared on all festivals, marriages,
birthdays etc,. Thus the new marketing communication for Cadburys Dairy Milk would be
bought and consumed on a daily basis particularly during joyous moments.

Benefits sought:
Chocolate consumption would release a chemical called serotonin in the brain that would
lead to a feeling of pleasure in the mind of the consumer. The benefit sought would be
mainly emotional feelings that would arise out of chocolate consumption.
Brand Positioning
The right side of the brain with more emotional considerations is the one that perceives
Cadburys Dairy milk. We want to position the Dairy Milk chocolate as high quality,
moderately priced product i.e. not extreme up and right. Dairy milk instigates a child like
behavior and happiness among all age groups due to its exceptional taste. It is one the best
gifts that can be given to show your love and care for someone in joyous moments as it looks
royal, affordable and convenient to purchase.
IMC objectives
To increase the awareness of Cadbury dairy milk among the target audience, to make them
aware of the tangible and intangible benefits, increase sales volume through push and create
a holistic image in the public eye.



17
Cadbury is already an established brand for decades. However, the target audience so far has
been urban population. The objective of this marketing campaign is to extend its reach to the
rural consumers.
Specific: Create a new Marketing communications campaign to increase awareness of the
Cadbury Dairy Milk in the rural market.
Measurable: Cadbury receives 16% of its revenue from rural India. With the introduction of
Dairy Milk chocolate into rural markets, the company wants to capture 80% of the rural
market
Achievable: Increase the percentage of consumers among all age groups and convey that
Cadbury can be used as replacement of traditional sweets. Increase reach of the target
consumers with the message that Cadbury is one healthy and affordable sweet.
Realistic and Relevant: Rural India contributes 17% of the chocolate market in India. It is
growing at a rate of 19% CAGR per year so the target to capture 80% of the market share is
realistic and relevant
Time-bound: Encourage consumers in the target market to consume Cadbury dairy milk
more frequently during festivals and other social occasions. Encourage consumers to make
Cadbury dairy milk a part of their day to day life. All this changes have to be done in coming
three years with effective communication.
Positioning statement: Joy of sharing will be the positioning statement for Cadbury Dairy
Milk. Sharing is an important value that has been imbibed in Indian culture. We want to
emphasize that Dairy Milk creates joy while sharing.
Unique Selling Proposition:
The aim of this communication campaign is to make rural people perceive Dairy Milk as a
chocolate that offers instant energy and delicious taste
Offer: a sleek affordable bar of chocolate with goodness of milk
What is in it for me?
The Cadbury Dairy Milk chocolate will provide instant energy with delicious taste.



18
Why should I buy from you?
We offer energy, nutrients in a tasty chocolate with a healthy and hygienic packaging.
Creative strategy
CAMPAIN THEME: Ab Mazaa aa Gaya
The campaign theme will be Ab Mazaa aa Gaya with in-built Joy of Sharing and highlighting
instant energy and delicious taste attributes of the chocolate.
The promotional appeal will be Emotional. The campaign would aim at the following
emotions:
1. Joy
2. Love
3. Pleasure
4. Happiness
5. Excitement
Execution Technique:
The technique would be dramatization. There will be three advertisements for Cadbury Dairy
Milk two of them will be run during the non- festival period throughout the year while
during the month of Diwali the third advertisement will be broadcasted.
IMC Program
Marketing Budget: Cadbury Dairy Milk Campaign
Cadbury Dairy Milk (Sales turnover 2012-2013): 4271 Cr (Source: IndiaInfoline)
Marketing Spend (@ 5% of Sales Revenue): Rs. 210 Cr
Campaign Marketing Spend (for 6 Months): Rs. 105Crore




19

Tools of promotion to be used will be:
Above The Line
1. Advertising
National advertising TV commercials
Advertisement #1:
Location: open space little outside the village which is used by the kids as a play ground.
The scene opens with 10 children of age group 8-10 years old playing cricket on a sunny
day. During the break the children huddle into two teams. The children in one team feel
hungry and they find a Kirana store nearby. One kid says Does anyone have money? I am
feeling like eating something
Then the kid next to him will take one rupee coin from his pocket and say I have only one
rupee with me. Looking at him the remaining three kids take one rupee each from their
pocket and say I too have 1 rupee only.
Then the first kid will respond saying I also have 1 rupee only. Lets go to the Kirana store
and see what we can get for 5 rupees
They go to the store and ask the shopkeeper What can we get for 5 rupees? The shopkeeper
will look at the tired faces of the kids and gives them a Dairy Milk chocolate.
The children take the chocolate look at each others face. Then the kid who first talked about
his hunger will open the chocolate and start breaking it into 5 pieces. Each kid will finish
their piece and they say Ab Mazaa Aa Gaya with a smile on their face.







20

Advertisement #2:
Location: a rural neighborhood with two kids living in adjacent houses- one kid is the son of
a landlord with bigger house and second kid is the son of a farmer who lives in a small
house.
The scene opens with the two kids playing in front of their homes separately with their toys.
The landlord will walk towards the kid and he will be carrying a big box of fire crackers for
Diwali. While the farmer walks towards his home and his kid stops him in the way and asks
him about fire crackers for Diwali.
Farmer looks at his son, takes out a 10 rupee note and asks him to buy chocolate. The kid
immediately runs to nearby shop and buys 2 Dairy Milk for himself totally forgetting about
the firecrackers.
When the farmers kid returns near his home the landlords son will be looking at Dairy Milk
in the hands of farmers kid. Then the farmers kid walks towards the landlords son and
offers him Dairy Milk. The landlords son will smile and take the chocolate. In return he
offers one of his fire crackers to the farmers kid.
The next scene would show the two kids standing in front of a glowing flower pot with a
Dairy Milk in their hands.
2. Billboard at bus stops:
The billboards will have the same theme as that of the print advertisement. The back ground
of the dairy milk chocolate bar with the kids picture. The Dairy Milk pack shot will be
embossed on it with an out ward appearance giving it a 3-D feel at the bottom right hand
corner.







21
3. Print advertisement
Content: Ab Mazaa Aa Gaya- theme
Joy of sharing positioning statement
Design: Background will be the Cadbury bar chocolate. In the centre there will be a small
picture of two kids sharing the chocolate.
Structure: Ab Mazaa Aa Gaya Will be written on the left hand side at the bottom next to
the dairy milk pack shot in white color. Joy of sharing will be written on the top.

Figure 7 Print advertisement





22
Below The Line
1. Trade advertisement: Wholesaler and retailer advertisements. Name boards of
kirana stores with the same print ad picture of two kids sharing the Dairy Milk and the
pack shot at the bottom right hand corner.


Figure 8 Trade advertisement
2. Sponsoring a sports event: Every year, Dairy Milk will organize an interschool cricket
match and there will be a cup for the winning team.
3. Fun games stall at Village fairs: there will be a fun games stall at the village fair with a
balloon shooting board. The individual or child who shoots three consecutive balloons will
receive a free dairy milk chocolate. The entire stall will be in purple color with a board
similar to Kirana store board. The inside of the stall will have wallpaper with the picture of
the Cadbury dairy milk packs.
4. Wall painting: The same print ad will be painted on the compound walls of the big houses
in every street if available and preferably the house in the corner of the street.



23
Evaluation of Creative
Pretesting of Finished print messages
The creative ads developed for print are shown for the respondents in RDC and the output
has been measured on following parameters like recall, idea communication, persuasion,
brand rating and ad liking. Diagnostics in regard to ad reactions and brand attributes are also
reported.
Media Scheduling
Pulsing method is used in the Media scheduling. Continuity will eat into other brands of
Cadbury and flighting will focus during special occasions like festivals. Hence Pulsing is
selected which has the combined features of both Continuity and Flighting. The scheduling
method is pulsing using the following campaigns:
1. Continuous Joy of Sharing campaign throughout the year.
2. Stepped up campaign during festivals like Diwali.

Table 1: Scheduling - TV Advertisement July to September
Schedule for Advertisement #1 - Joy Of Sharing
July to September
Slno Region Channel Show Time slot
Ad
frequency
Cost per
insertion
Total no of
frequency
Total
cost (in
Crores)
1
North
India
Star
Plus
6:00 pm Iss Pyaar ko kya naam
doon...Ekbaar phir
6 to 7pm 4 times 2.25 lacs 90*4 8.1 6:30 pm Ek ghar banayunga
2
North
India
Star
Plus
Discovery Kid show
7 to 8pm 4 times 2.25 lacs 90*4 8.1 7:00 pm Little Krishna
3
South
India
Sun
Network
6:00 pm Mundhanai Mudichu
6 to 7pm 4 times 2.25 lacs 90*4 8.1 6:30 pm Pasamalar






24

Table 2: Scheduling - TV Advertisement October to December
October to December
Slno Region Channel Show Time slot
Ad
frequency
Cost per
insertion
Total no of
frequency
Total
cost (in
Crores)
1
North
India
Star
Plus
6:00 pm Iss Pyaar ko kya naam
doon...Ekbaar phir
6 to 7pm 4 times 2.25 lacs 87*4 7.8 6:30 pm Ek ghar banayunga
2
North
India
Star
Plus
Discovery Kid show
7 to 8pm 2 times 2.25 lacs 87*2 3.91 7:00 pm Little Krishna
3
South
India
Sun
Network
6:00 pm Mundhanai Mudichu
6 to 7pm 4 times 2.25 lacs 87*4 7.8 6:30 pm Pasamalar


Table 3: Scheduling - TV Advertisement Diwali advertising schedule
Schedule for Advertisement #2 - Diwali Advertising schedule
Slno Region Channel Show
Time
slot
Ad
frequency
Cost per
insertion
Total no of
frequency
Total
cost (in
Crores)
1
North
India
Star
Plus All Shows
9 am to
4 pm 16 3.6 lacs 1*16 5.7
2
North
India
Star
Plus All Shows
9 am to
4 pm 16 3.6 lacs 1*16 5.7
3
South
India
Sun
Network All Shows
9 am to
4 pm 16 3.6 lacs 1*16 5.7
Total TV advertisement cost = 60.91 Cr

Table 4: Scheduling Print advertisement
Print Advertisement
Slno
Regional
News Paper
New
Paper Week Days
Ad
frequency
Cost per
insertion
Total no of
frequency
Total
cost (in
Crores)
1 North India
Dainik
jagran 3 Days
Sunday,
Wednesday, and
Saturday 3 30 lacs 3*4*6
21.60
cr




25
Scheduling: Billboards advertisement
Cost per billboard = 1 lakh
No of billboards = 1000
Total cost of billboards = 10 cr
Table 5: Total ATL activity costs
Total ATL Activity costs
Slno Activity Cost
1 TV Commercials costs 60.91 Cr
2 Print Advertisement cost 21.6 cr
3 Billboards costs 10 cr
Total 92.51 Cr


Table 6: Total BTL activity costs
Total BTL Activity costs
Slno
Activity Per unit cost no of units Total cost
1
Name boards of Kirana store 2500 50000 12.5cr
2
Posters (7*3) 21 300000 0.63cr
3
Sponsoring sports events
50000
500 2.5 cr
4
Fun games at village fairs 50000 500 2.5 cr
5
wall paintings 15000 1000 1.5 cr
Total expenditure on BTL 19.63 cr

Total Promotional budget = ATL + BTL = 112.14 cr
By bottom up budgeting we found that the total promotional budget for Cadbury Diary Milk
Joy of Sharing campaign is 112.14cr, where as actual approved budget is 105cr which
means additional 7.14cr need to be approved to implement the media plan.






26

References

1. International Journal of Engineering and Management Research, Volume-3, Issue-3, June 2013
2. International Journal of Business and Management Vol. 5, No. 9; September 2010
3. 2012 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a
member firm of the KPMG network of independent member firms affiliated with KPMG International
Cooperative, a Swiss entity.
4. http://articles.economictimes.indiatimes.com/2013-11-07/news/43776418_1_galaxy-brand-product-
portfolio