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Cadbury Perk Case Study: Kraft Foods Inc.

995 Words4 Pages

0 Abstract: Kraft Foods Inc. is the world’s second largest food company after Nestle. The company has the manufacturing and marketing of confectionary, food items and beverages. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. The key brands are: • Cadbury Dairy Milk • Perk • Éclairs The main problem was about the Cadbury Perk which came under the umbrella of Cadbury Dairy Milk. All the Dairy Milk products are doing very well in the market among its target audience except Cadbury Perk. It was to unable to create the same impact on the target market. Owing to the success of Cadbury dairy milk, the company was confident about the general acceptance rate of Perk. The widely held …show more content…

They took multiple steps to cater it efficiently to their Target Audience. They transformed their strategies and foud solutions and implemented these. Product: The wafer was made to be crispier and the chocolate layer was doubled. Advertisement: To increase awareness about Cadbury Perk, the Cadbury equity was leveraged and shown in Perk’s advertising campaign. Their first advertising campaign, “THE RISHTA AD” was launched in November 2011 in which a Gorilla (who is actually the girl) walks inside the room carrying a tray. The family who is apparently paying them a visit is shell-shocked at such an outrageous sight. The girl’s father exclaims, “ye aur is ki bewaqt ki bhook.”After she has been handed Perk, it is shown that she transforms back into a pretty-looking girl. Gorilla Ad, Zombie Ad, Behroze Sabzwari Ad In these ads they showed youth which is their target market. Tagline was changed: BeWaqt ki bhook ka meetha solution This changed tagline helped them to build a position in minds of their Targer Audience that you can have Perk anywhere anytime you want because it is a lightest snack to have.

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