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Cadbury Bournville: Bournville rides with the Dark Knight
A Presentation onBusiness Policies and Strategy Management
Cadbury Bournville: Bournville rides with the Dark Knight By :- Ajay Khot. Deepti Sarnaik. Roll No.(03) Roll No. (17) M.B.A. (II) M.B.A. (II)
About Cadbury Bournville It is a product of Cadbury India Ltd. (Now a part Krafts Foods). It is dark chocolate it means it contains more Cocoa and because of that reason it is slightly bitter in taste. It comes in various packaging with the different prices. It comes in four different flavors which are Raisin & Nut Hazelnut Rich Cocoa Almond
About The Case The case is all about the branding of the Cadbury Bournville by Cadbury India Ltd. The case tells us which strategy is used by Cadbury India Ltd. for this promotional activity. It tells us how they do used Superhero- “Batman” for the promotional activity.
Strategy for promotion of Bournville Bournville has scripted an association with the Warner Bros movie named “The Dark Knight Rises” (TDKR) to reach an audience who like their movies and chocolate dark as well. Many young adults all over the world between 19- 30 years of age who are fans of Batman Series and Bournville is also famous among them because of this the sale will increase.
Strategy for promotion of Bournville It is the great step of Bournville towards digital marketing to attract more customers who are youth and today’s youth are going more to online so considering it Bournville also had organized online contest with very attractive prizes They had posted videos of it as a part of promotion.
Strategy for promotion of Bournville They had doing strong Store-branding which they tactfully linked to the online fun. This campaign mostly focus on youth because both the film and bournville dark chocolate is targeted for them.
Conclusion Indian market of chocolate the share of the dark chocolate is very less and for increase it Bournville dose this “Digital Marketing Campaign.” It will creates awareness of Bournville among youths who are fan of “TDKR” and earlier not aware about dark chocolate. Packaging of small quantity make it affordable to whom are aspiring to perches it.
Cadbury Bournville: Bournville rideswith the Dark Knight Advartisement