RASHTREEYA SIKSHANA SAMITHI TRUST®

RV INSTITUTE OF MANAGEMENT
BANGALURU-5600041
(Autonomous Institution Affiliated to BCU)

DIGITAL MARKETING AUDIT

MINI PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF DIGITAL

MARKETING SUBJECT

MASTER OF BUSINESS ADMINISTRATION

Autonomous Institution Affiliated to BCU
By
SAGI SAMPI P18FW21M0019
KALAVALA ABHISHTA P18FW21M0142
TRUPTHI SHETTY P18FW21M0015
RAMANABOINA ANAND KUMAR P18FW21M0154

Under the guidance of

Prof. PADMALINI SINGH
Associate Professor

RV INSTITUTE OF MANAGEMENT
2022-23
 TABLE OF CONTENTS

SL NO PARTICULARS PG.NO
1 Introduction of the company – Products and 1-8
services
2 Traditional Media – Cadbury Advertising 9- 17

3 Digital media explored by the company 18

4 Social Audit of Cadbury 19-37

5 Website Audit of Cadbury 38-44

6 Use of AI/ Machine learning 45-46

7 Analysis & Interpretation 47-50

8 Conclusion 51-52

9 References 53
 1.INTRODUCTION OF THE CADBURY

Cadbury formerly known as Cadbury’s and Cadbury Schweppes. It is a British multinational

company owned by Mondelez International since 2010. Cadbury is the second largest
confectionary brand. It was founded by John Cadbury in Birmingham, England in 1824. John
Cadbury developed Cadbury with Benjamin (brother) and followed by their sons Richard and
George.

George developed a model village, Bournville to their company staff and workers with improved
living conditions. Research by Joseph Rowntree foundation (2003) said that Bournville is known
as the one of the most desirable areas to live.

HISTORY:

In 1824, John Cadbury started selling Coffee, Tea and Chocolate milk in Birmingham and started
production of different preparation of variety of cocoa and drinking chocolates and used to sold to
wealthy due to higher cost of production. In 1827, John Cadbury partnered with his brother
Benjamin and coined as “Cadbury Brothers”.

In 1861, sons Richard and George entered into business and faced losses as they were
concentrating only on tea and coffee products. They changed their focus to Chocolates, which
made them profitable.

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In 1905, Cadbury Launched its exceptional quality product Dairy Milk with Higher proportion
of milk compared to its previous products. In 1919, Cadbury merged with another chocolate
manufacturer J. S. Fry & Sons. In 1969, Cadbury merged with Schweppes a drink company and
demerged in 2008.

In 1948, Cadbury entered India and started its operations by importing chocolates. Now, it has
its factories in Pune, Gwalior, Hyderabad, Bangalore and Baddi. Its Headquarters in Mumbai
and Regional offices in New Delhi, Chennai and Kolkata .

In 2003, Cadbury faced controversy of Milk Worm Scandal which took away 30% of their sales.
They came up with advertising plan of talking about safe and new purity seal packaging. In 2004,
Cadbury made Mr. Amitabh Bachan as Brand Ambassador which helped them to become one
of the trusted brands.

In 2014, Cadbury became the market leader in chocolate Confectionary Business with 70%
market share. In 2021, Cadbury introduced new 3d printing technology of chocolates in Jio World
Drive (JWD) Mall in Bandra Kurla Complex, Mumbai. The Purple Room contains Premium
Chocolates with 28 Chocolate designs printing in 3D for personalised and unique experience.

2
 PRODUCTS
In India Cadbury sells products like Dairy Milk, 5 Star, Perk, Nutties, Gems and Eclairs. It also
extended its services to deliver personalised gifts of chocolates with customised packaging and
products.

DAIRY MILK:

Cadbury Dairy Milk is a British milk chocolate brand produced by Cadbury. It was first presented
in the United Kingdom in 1905 and currently includes a variety of products. Every item in the
Dairy Milk range is composed entirely of milk chocolate.

DAIRY MILK SILK:

Premium product of Dairy milk with Rich in Chocolate and smoother than Dairy milk with High
prices. Silk comes in variant flavours like Hazelnut, Bubbly, Oreo, Roast Almond, Caramello,
Fruit and Nut and Bubble-gum.

5 STAR:

5 star is a "caramel and nougat" mix wrapped in "smooth milk chocolate" and comes in a golden
wrapper with stars. Variety flavours of Fruit & Nut, Crunchy and Oreo. It was introduced in India
in 1969.

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TEMPTATIONS:

Cadbury temptations provides you a wonderful flavoured premium chocolate. It is inspired by

the high art of chocolate production, resulting in a chocolate that has been meticulously made. It
is made with high-quality ingredients and is available in a range of delightful flavours. It comes
flavours like Almond, Cashew and Raisins.

BOURNVILLE:

The Bournville is made from the finest cocoa beans with the optimum size and aroma, providing
consumers with the absolute luxury and goodness of premium dark chocolate.

PERK:

Perk is a snack that may be eaten anywhere, at any time. It's a delicious chocolate-wafer mix.

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DAIRY MILK SHOTS:

A chocoholic will adore these chocolate pops with a crispy sweet flavour. They are well-known
for their scrumptious dishes that frequently land on our tongues. It is the most fantastic chocolate
to sweeten your day.

NUTTIES:

Every bite has a rich and exotic blend of cashew nuts and Cadbury milk chocolate. Cadbury
Nutties are the ideal snacking companion, with a delicious cashew nut flavour and a silky
chocolate coating. Each pack comprises cashew kernels enrobed in chocolate, which is a great
mix for satisfying sweet cravings.

GEMS:

Cadbury Gems is a chocolate flavour with luscious chocolate buttons. What distinguishes Gems
is the way the chocolate has been crafted to seem like colourful candy. Gems can be used to
decorate puddings, cakes, cookies, homemade chocolates, and cookies. It's vibrant, savoury, and
entertaining.

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DAIRY MILK LICKABLES:

Cadbury Dairy Lickables are liquid Cadbury Dairy Milk Chocolates with Oreo biscuit bits and
wheat crackers. People prefer to consume big amounts of it without reading the nutritional label.

COCOA POWDER:

This cocoa powder comes in a nicely designed jar and has the authentic Cadbury chocolate
flavour made from the best cocoa beans. Use it to make hot chocolate or get creative with
chocolate recipes.

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OREO BISCUITS:

The rich, creamy flavour of Chocolate and Vanilla creme filling is combined with the powerful
flavour of two crispy Chocolate wafers in the Oreo sandwich creme biscuit.

DAIRY MILK SPREADY:

The classic Cadbury dairy milk chocolate flavour in a silky spread. Even at room temperature, it
is a sweet chocolate-flavoured paste that does not solidify. Spread it on toast, roti, sandwiches,
cakes, ice cream, pancakes, muffins, pitas, and other items.

BOURNVITA:

The combination of calcium, vitamins, and minerals increases the potency of milk. It is a malted
chocolate drink mix that may be consumed either hot or cold.

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CHOCOBAKES

The flavour of this incredible blend of delectable cookies that encase a silky chocolatey centre.

DISCONTINUED PRODUCTS :

Cadbury stopped some of the products producing and its sales in India due to various reasons
some of them are Dairy Milk Wowie, Dairy Milk Butterscotch Crunch, Bournville Fruit & Nut,
Cadbury Bytes and Tiffins.

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 2.TRADITIONAL MEDIA
Cadbury India is one corporation that has created numerous creative and effective marketing
efforts that have had a long-term influence on its sales and branding. The traditional marketing
Cadbury includes TV ads, Banner ads, Hoardings, Campaigns and contests.

• Cadbury Dairy Milk: Kuchh Khas He Zindagi Mein

This was one of Cadbury's first adverts, released in the 1990s. The advertisement depicted a cricket
match in which a player smashes the ball out of the park, and a young woman eating Cadbury
chocolate runs to the field and joyfully dances.

The ad was a breath of fresh air, perfectly capturing the woman's unfettered love and excitement
while she devoured her chocolate bar, oblivious to the hundreds of people watching her. The
advertisement smashed the stereotype and introduced a new notion of chocolate love.

• Cadbury Dairy Milk: Pappu Pass Ho Gaya

The catchphrase "Pappu Pass Ho Gaya" sounded a lot like "Lottery Lag Gayi," which made
everyone happy. The commercial was a departure from the previous refined Dairy Milk
advertisements. Amitabh Bachchan appeared in the advertisement and enchanted the audience
with his appeal and charisma.

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• Cadbury Milk Shots: Mann Mein Laddoo Phoota

It was a huge success since it linked the chocolate shots to a traditional laddoo, giving customers
something to remember as “Beta, Mann Mein Doosraa Laddoo Phoota?”

• Cadbury Dairy Milk Silk: Kiss Me

Advertising jingles are excellent tools for fun and memorable brand establishment. Cadbury has
fully embraced this strategy with their "Kiss Me" jingle.

The Cadbury Dairy Milk Silk chocolate ad with the jingle was released. It has since been utilised
in a variety of advertisements. One of the original "Kiss Me" commercials featured two young
puppeteers who were so desperate for Dairy Milk Silk that they began indulging while performing.
The advertisement emphasised Silk chocolate's irresistibility, making it a popular commodity.

10
• Cadbury Dairy Milk: Meethe Me Kuchh Meetha Ho Jaye

Everyone remembers the nice and innocent kid in the ad who was scared to share her Cadbury
chocolate at the dinner table with her family members.

This was a nice and unquestionably cute advertisement that spoke to all Indian families. This is
due to the fact that it addressed every family's basic issue - Meethe me kya hai?

• Cadbury Dairy Milk Silk: How Far Will You Go for Love?

This was another of Cadbury's popular adverts aimed largely at millennials. It was released for
Valentine's Day, which was an excellent strategy that resulted in numerous sales.

The campaign's theme was straightforward: "This Valentine's Day, how far will you go for your
love?" It was accompanied by the hashtag #PopYourHeartOut. It was an excellent campaign that
idealised the notion of consuming Dairy Milk Silk on Valentine's Day. Kartik Aryan, a well-
known young icon, was also featured.

11
• Cadbury Dairy Milk: Honoring Women's sports

In 2021, Cadbury's Dairy Milk once again replicated this iconic stadium advertisement as a tribute
to female athletes. This time, the gender roles were reversed, as the man danced to praise his
girlfriend's winning shot in front of a packed stadium. It teaches us that every adult harbours a
young child within of them. Its purpose is to identify and assist women who are succeeding and
becoming as influential figures for the following generation.

The launch of the new advertisement also occurs in September 2021, the same month when the
Indian women's cricket team travels to Australia.

• Cadbury Oreo: Stay Home and Stay Safe

When the globe was dealing with the Covid-19 outbreak, this advertisement was a novel and
refreshing concept. Among these uncertain times, Cadbury's Oreo biscuit advertisement addressed
young children and created a sense of playfulness in them. Its tagline was "Make Way for Play."
The advertisement was well planned and utilised an ongoing situation: staying at home.

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• Cadbury 5 star

To convey the message that “Jo Khaaye, Kho Jaaye” and says that who ever eats indulges in the
taste of 5 star and forgets remaining world was a hit commercial which attracted many people.

• Perk

Perk came with new jingle “Hum tho ud gaye” to capture consumers and describes about the light
wafer. Alia Bhat is the brand Ambassador for Perk.

• Gems

Gems came up with many creative ads which tells about that there is no age limit for chocolates
and consumers love and engagement towards gems.

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• Hoardings and Paintings
Cadbury has introduced many creative hoardings in traffic areas to attract public concentration.
Some of the unique and attractive hoarding are given below.

14
• Indianization of the brand:
The purpose of Cadbury is to investigate new features and events, provide people reason for
purchasing their products, and get people to associate dairy milk with sweets.

Indianization of the brand refers to the strategy of incorporating Indian rituals to communicate and
create a unique connection with them. additionally giving it a contemporary perspective to appeal
to young people.

It debuted the "Kuch Meetha Ho Jaaye" commercial, positioning dairy milk as a treat to be enjoyed
during happy occasions.

It highlighted people bonding with one another, sharing both significant and insignificant life
experiences, and adding Cadbury Dairy Milk to unforgettable occasions. Amitabh Bachchan, a
legendary Indian actor, had previously sponsored the advertisement, which is still warmly
remembered.

• Cadbury - Madbury - Make your customers feel valued:

In India, sharing a snack with friends and family is a frequent thing. Chocolate is one of the
interesting foods that Indian customers like to eat as snacks. They seek out variety in flavours as
a result. This customer habit was identified by Cadbury. Based on this understanding, it started a
national campaign. A campaign called 'Kaun Banayega Hamari Agli Cadbury' (Who'll Make Our
Next Cadbury). The idea was to enable Indian consumers to create their own unique Cadbury
flavours. Customers grabbed the chance to develop their own Cadbury flavours and give them
original names.

A multi-channel marketing strategy was used by Cadbury. And connected with the customers
through Facebook and Instagram. It created a series of short videos that showed how different
consumer cohorts went about creating their own Cadbury.

The public vote on the Cadbury website was then opened up for the top 5 shortlisted flavours.
Content elements explaining the history of each invention were included with it.

The result of this campaign:

2 winning flavors

India's first-ever Cadbury flavors made by consumers:

1) Cadbury Dairy Milk Hint O’Mint by Apoorva Rajan from Bengaluru

2) Cadbury Dairy Milk Panjeer by Prabhjot Anand from Punjab

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 And not only this, Cadbury witnessed:

• Over 8,50,000 invention entries

• 823 million impressions
• 39 million clicks
• 17 million fans engaged
The Cadbury is following this campaign and competition every year adding new flavours as
limited edition to the Cadbury products line.

• The Wrapper That Gives:

The company initiated a campaign called "The Wrapper That Gives." For this, Cadbury
collaborated with Reliance Jio, the leading telecom service in India. Making use of chocolate
wrappers was the plan. People could take a picture of the wrapper and receive 1GB of mobile data
as a result.

They had the option of keeping the data or giving it to the “Pratham Education Foundation”, which
would then give it to needy rural schools.

Result of Campaign:

As a result of this campaign, Cadbury met data needs for 120 schools in Maharashtra for an entire
year.

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• Limited-edition Dairy Milk 'Thank You' bars:

Another opportunity to show generosity was when COVID hit. This was the time when Cadbury
launched a limited-edition Dairy Milk 'Thank You' bars. The idea was to commit a part of the sales
towards the health insurance policies of domestic workers. Cadbury partnered with an NGO & the
Zee Network to say thanks to the unsung heroes of the lockdown.

Result of Campaign:

Cadbury sold “15 million bars” and sponsored health insurance for “15k workers”.

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 3.DIGITAL MEDIA EXPLORED BY THE COMPANY
SOCIAL BLOGS MICRO MEDIA GEO RATINS SOCIAL PODCA
NETWORK/ BLOGS SHARI & TS
& SOCIAL BOOKMARKI
MESSAGIG NG & NG
REVIEWS
FORUMS
LIVE
VIDEO

Facebook Vedak Pinteres Youtube Foursqu Quora Reddit Spotify

t are

LinkedIn Chocoblo Twitter Instagra Cadbury Reddit Digg Oxford

g m location Podcast

Snapchat Wordpres Faceboo Buzzfeed Apple

s k Podcasts

Instagram

Twitter

The above links are relating to the entire digital media explored by Cadbury.in

There are number of microblogs, bookmarkings, media sharing etc.

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 4.CADBURY SOCIAL MEDIA (INSTAGRAM) AUDIT

There are various Instagram accounts maintained by Cadbury that focus specifically on each of its products.
Primarily concentrates on Dairy milk.

• Cadbury Dairy Milk

• Cadbury Dairy Milk Silk

1) CADBURY DAIRY MILK

BRIEF ABOUT INSTAGRAM PAGE:

Instagram Handle Name : Cadburydairymilkin

Total Number of followers : 255K

Total Number of post : 570

Total Number of following : 5

Name : Cadbury Dairy Milk

Bio : Kabhi kissi aur ki khushi mein shaamil hokar dekhiye (Try being part of someone else’s happiness
sometimes)

FREQUENCY OF POSTS:

Particularly on this Instagram Page the content is posted once in two days which is very high frequency we
can say it’s very good frequency to engage the followers in the social media platform. The quality of content
is extremely well maintained due to which the average engagement rate also maintained. We can see in the
following analysis that Instagram posts has very high engagement rate they has some viral posts and reel
also.

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A) CONTENT POST (INSTA POST):

ABOUT THE POST:

Caption:

“Cadbury’s new LIMITED EDITION Crispy Rabdi flavor is here. Invented by Omkar Awatw, this flavor
adds a fun twist to our favorite Cadbury Dairy Milk. It has creamy rabdi and crispy butterscotch nuts which
you’re surely going to savour”

Hashtags :

#Madbury2021, #MadburyWinner2021

#CadburyMadbury

#CadburyDairyMilk

#KuchAchhaHoJaayeKuchMeethaHojaaye

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 Last 7 days Posts

INSTAGRAM

Likes 2679(3.7k)

Shares -

Comments 4

Views -

Engagement rate 1.05%

INTERPRETATION:

Average engagement rate of any Instagram post is 0.98% which is standard as we can draw the information
from the above table this particular Insta post has 1.05% of engagement rate which is a positive sign for
social media marketing. The Insta post that was posted above had good number of engagement. The post
is about the Cadbury Madbury competition. Cadbury Madbury is a competition for the people living in
India. The competition gives Indians the chance to develop a new Cadbury flavour that will become well-
known. People who want to enter the competition can submit two names for the flavours that can be created
from the 7500 ingredient combinations. The winning bar in the competition will be a limited-edition bar
and the newest product in the Cadbury dairy milk line.

The primary reason why this post had maximum number of engagement compared to other posts on
Instagram, it’s because of the unique idea about creating new flavours from the customers by contest. This
kept the viewers engaged and created interest over the viewer

B) CONTENT POST (INSTA REEL):

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ABOUT THE POST:

Caption:

“Being generous takes very little. Sometimes it is about just being happy for someone else. Being a part of
their celebration. Applauding it, dancing with them, laughing with them and feeling just as happy as them.
It takes very little form us, but does so much more tothem. Kabhi kissi aur ki khushi mein shaamil hokar
dekhiye”

Hashtags :

#CadburyDairyMilk

#KuchAchhaHoJaayeKuchMeethaHojaaye

Last 30 days Posts

INSTAGRAM

Likes 3722(3.7k)

Shares -

Comments 48

Views 30,643

Engagement rate 1.47%

INTERPRETATION:

Average engagement rate of any Instagram post is 0.98% which is standard as we can draw the information
from the above table this particular Insta reel has 1.47% of engagement rate which is a positive sign for
social media marketing. The Insta reel that was posted above was in Hindi and had good number of
engagement. The video was basically about an MLA and his bodyguard and both of them collectively
celebrating the small achievements in life. The small gesture from the MLA towards bodyguard made the
reel emotionally connected to the viewers.

The primary reason why this post had maximum number of engagement compared to other posts on
Instagram on that particular month was because the content of the video was in the local language and It
has a emotional element the connected the viewers and unique hashtags.

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 2) CADBURY DAIRY MILK SILK:

BRIEF ABOUT INSTAGRAM PAGE:

Instagram Handle Name : Cadburydairymilksilk

Total Number of followers : 216K

Total Number of post : 477

Total Number of following : 1

Name : Cadbury Dairy Milk Silk

Bio : Love has a new name

Love has a new language

Love has a new look

S for Love

FREQUENCY OF POSTS:

Particularly on this Instagram Page the content is posted once in two days which is very high frequency we
can say it’s very good frequency to engage the followers in the social media platform. The quality of content
is extremely well maintained due to which the average engagement rate also maintained. We can see in the
following analysis that Instagram posts has very high engagement rate they has some viral posts and reel
also.

A) CONTENT POST (INSTA REEL):

23
ABOUT THE POST:

Caption:

Only K-pop fans will relate. We feel you guys: (2025 can’t come soon enough)

Hashtags :

#Kpop, #IYKYK

#CadburyDairyMilkSilk

#Cadburysilk

Last 7 days Posts

INSTAGRAM

Likes 8226(3.7k)

Shares -

Comments 239

Views 134k

Engagement rate 3.91%

INTERPRETATION:

Average engagement rate of any Instagram post is 0.98% which is standard as we can draw the information
from the above table this particular Insta reel has 3.91% of engagement rate which is a positive sign for
social media marketing. This Insta reel has very high engagement rate in the recent times and also the reach
is as high as we can see it has 134k viewers. The Insta reel is about the Kpop. The K-Pop Super Group to
Embark on Mandatory Military Service until 2025. The members of K-pop band BTS will serve their
mandatory military duties under South Korean law.

The primary reason why this post had maximum number of engagement compared to other posts on
Instagram on its because the theme and it’s trendy as we know that BTS army is very huge and its connected
the members of the BTS army in emotional way. That’s why the post has very good engagement and
reaches as well.

24
B) CONTENT POST (INSTA POST):

ABOUT THE POST:

Caption:

Tamannaahspeaks Want to see the #WorldsShortestLoveLetter? It's truly the cutest unboxing. Ever.

Even though it's called the World's Shortest Love Letter, to me it's truly a beautiful ballad about infinite
love <blush blush>. Because, love and spending time together is what my favourite Silk is all about. And
now, this sweet symbol of love, Silk, has a new look... where S and S is not just for Silk, S is also for love.

How a simple letter can make me blush and make my heart flutter... beats me. But it's real!

So here's an idea... if you have someone special in your life, and a million words aren't enough for what
you want to tell them, just send them an S instead.

Hashtags :

#WorldsShortestLoveLetter

#SForLove

#CadburyDairyMilkSilk

25
 Last 30 days Posts

INSTAGRAM

Likes 1,24,932

Shares -

Comments 709

Views -

Engagement rate 58.16%

INTERPRETATION:

Average engagement rate of any Instagram post is 0.98% which is standard as we can draw the information
from the above table this particular Insta post has 58.16% of engagement rate which is a excellent sign for
social media marketing. This Insta post has very high engagement rate in the recent times compared to
other insta post of the page and also the reach is as high as we can see it has 1,24,936 likes itself. The Insta
post is about WorldsShortestLoveLetter.In the caption we can see the its about expressing about loved to
the loved once in simple way by sending the Dairy Milk Silk.

The primary reason why this post had maximum number of engagement compared to other posts on
Instagram on it’s because the brand is collaborated with one of the prominent celebrity. As we know
Influencers and the celebrity has the highest engagement rate in the instragram. This is one of the reasons
for the maximum reach. And also another reason we can see as the theme and the caption they followed. It
especially attracts the youth they are more engaged because of this.

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 CADBURY SOCIAL MEDIA(FACEBOOK) AUDIT

There is one official Facebook page of Cadbury Dairy Milk which concentrates on each of its products and
makes sure that engagement is created on Facebook with its products. Let’s focus on Dairy milk.

Cadbury Dairy Milk. (16M Followers)

Cadbury Dairy Milk posted a video on their Facebook page on September 15th which had a beautiful
message “Kabhi kisi aur ki khushi mai shamil hoke dekhiye” with a hashtag

#CadburyDairyMilk

#KuchAchhaHoJayeKuchMeethaHoJaye.

which according to the audit had the highest engagement among all the posts in.

Last 7 days Posts

Facebook
Likes 100
Shares 13
Comments 20
Views 5.6K
Total Interaction 2.37%

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INTERPRETATION:

From the above table we can see that the average engagement rate of any Facebook post is 2.37% which is
standard as we can draw the information from the above table this particular video has 2.37% of
engagement rate which is a positive sign for social media marketing.

The video that was posted above was in Hindi and had good number of engagement but the engagement
for Facebook was relatively less compared to Youtube. The video was basically about an MLA and his
bodyguard and both of them collectively celebrating the small achievements in life. The primary reason
why this post had maximum number of engagement compared to other posts on facebook on that particular
month was because the content of the video was in the local language and was relatable to most of its users
and also because of its iconic and unique hashtags.

FREQUENCY OF POSTS:

Particularly on this Facebook page content is posted once in every week or five days depending on the
event which is a good frequency but the engagement rate is less compared to Youtube.

Cadbury Celebrations. (43 Lakh followers).

Last 30 days Posts

Facebook
Likes 7.6K
Shares 84
Comments 38
Views 2.2M
Total Interaction 0.048%
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 INTERPREATION:

The average engagement rate of any Facebook channel is 0.63% which is standard as we can draw the
information from the above table this particular video has 1.2978% of engagement rate which is a positive
sign for social media marketing.

The above video that was posted on Facebook was posted on the occasion of Bijoya although the video
was a 10 sec video in Bengali it had quiet an engagement. The video basically showed surprising all the
Bengalis who stayed away from home on Bijoya with a box of Cadbury Celebrations.

FREQUENCY OF POSTS:

On this Facebook page mostly, we can see that multiple posts are shared on the occasion of festivals a lot
of posts per day is seen so the frequency and the engagement is mostly high during the festive season and
content is created usually in the State language of the festival.

1.) Cadbury Silk. (5.6M followers)

Last 7 days Posts

Facebook
Likes 40
Shares 3
Comments 2
Views 2.8K
Total Interaction 0

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INTERPRETATION

The average engagement rate of any Facebook page is which is standard as we can draw the information
from the above table this particular video has 1.850% of engagement rate which is a positive sign for social
media marketing.

The above image post that was posted on the Faceboo k page was a new and a modified form of Cadbury
Silk. The Cadbury Silk page of afcebbok frequently and quiet regularly posted posts on facebook focusing
more the “S” alphabet for its all variants. All facebook pages of Cadbury posts very regularly and frequently
but still the engagement rate of all facebook pages are far less compared to that of Youtube and Instagram
pages

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 CADBURY SOCIAL MEDIA(YOUTUBE) AUDIT

There are several YouTube channels under Cadbury specially concentrating on each of their products. Let’s
mainly concentrate on Dairy Milk

• CadburyDairyMilkIn
• Cadbury Silk
• Cadbury Celebrations

1. CadburyDairyMilkIn (7.97 lakhs)

CONTENT POST(VIDEO)

Last 30 days Posts

Youtube
Likes 2.6k
Shares -
Comments 66
Views 2.3 Crores
Total Interaction 0.66%

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 INTERPRETATION

The average engagement rate of any YouTube channel is 0.63% which is standard as we can draw the
information from the above table this particular video has 0.66% of engagement rate which is a positive
sign for social media marketing.

The above video is posted on YouTube in all the major languages but the video in Hindi has got the
maximum interaction compared to all other this may be because of Hindi is a majority language in India.
Further, the video is about Omkar Awate,Madbury 2021 Winner. The content of this video is portrayed in
a way where each and every household can relate being one of the major reasons for more interaction
compared to others.

FREQUENCY OF POSTS:

Particularly on this channel content is posted once in a month which may not be the ideal frequency of any
social media but the quality of content is extremely well maintained due to which the average engagement
rate also maintained.

2. Cadbury Silk (553k Subscribers)

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 Last 30 days Posts

Youtube
Likes 10k
Shares -
Comments 231
Views 20M
Total Interaction 1.850%

INTERPRETATION

The average engagement rate of any YouTube channel is 0.63% which is standard as we can draw the
information from the above table this particular video has 1.850% of engagement rate which is a positive
sign for social media marketing.

The above video is posted on YouTube is about introduction of a new form of Cadbury silk which created
enthusiasm in public about what’s new in store for them which made the respective video have highest
engagement.

Inputs Values

Profile Stats Followers 5,53,000

Engagement No. of Posts 1

Modifiers No. of Days 0

Comments 231

Shares 0

Likes 10,000

Engagements Saves 0

Mentions 0

Click-throughs 0

DMs 0

Views 2,00,00,000

Reach Reach 0

Impressions 0

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 FREQUENCY OF POSTS:

Particularly on this channel content is posted once in a month which may not be the ideal frequency of any
social media but the quality of content is extremely well maintained due to which the average engagement
rate also maintained

3. Cadbury Celebrations (232k Subscribers)

Last 30 days Posts

Youtube
Likes 721
Shares -
Comments 27
Views 15M
Total Interaction 1.2978%

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 INTERPRETATION

The average engagement rate of any YouTube channel is 0.63% which is standard as we can draw the
information from the above table this particular video has 1.2978% of engagement rate which is a positive
sign for social media marketing.

The above video is posted on YouTube is about a campaign which is very enlightening and inspiring
#shopsforshopless which has come up with an idea of providing a permeant shops for all the hawkers across
India.

The higher engagement of this post is mainly because of the content which is focused on a social issue as
well as a cause compared to other recent posts.

FREQUENCY OF POSTS:

Particularly on this channel content is posted once in a month which may not be the ideal frequency of any
social media but the quality of content is extremely well maintained due to which the average engagement
rate also maintained.

CADBURY’S SOCIAL MEDIA (TWITTER) AUDIT

1. Cadbury Dairy Milk (@DairyMilkIn)

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 Twitter
Views 336
Reply 3
Retweet 1
Likes 9
Shares -
Interaction 0.086%

INTERPRETATION

The average engagement rate of dairy milk in twitter is 0.086%. From this we can interpret that the ratio is
very low than compared to remaining platforms.

The above video is posted on posted on October 16 after 32 days, which signifies about the frequency of
posts of Dairy Milk in Twitter. The Video is about promoting Girl power and appreciating Women Cricket
Champions.

2. Cadbury Dairy Milk Silk (@cadburysilk)

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 Twitter
Views 44,00,000
Reply 2947
Retweet 4666
Likes 86,600
Shares -
Interaction 91.34%

INTERPRETATION

The average engagement of this video in twitter is 91.34%. From this we can interpret that this post has
huge engagement rate and has a high positive sign for social media marketing.

The video is posted on September 19. This ad is based on the making the retweets using #SForLove S.
Many retweeted their loved ones to this post which caused huge traffic and views to the post.

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 5. WEBSITE AUDIT OF CADBURY

A website audit is a detailed analysis of a website to ascertain its flawless end-user experience, faultless
functionality, and complete security. It aids -

• Analyze the website based on factors that affect how visible it is in Google search results.
• Give a comprehensive examination of your website
• Performance concerns with Unravel affecting the website
• Indicate the parts of your website that need to be improved.
• Boost website traffic and user interaction

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 LOGOS: The logo of Cadbury has evolved during the past years and currently the logo that is displayed
on the website is attached below.

Initially employed as a supplementary mark on the transport fleet, the design that would eventually become
the company's main logo. It's interesting to note that William Cadbury's signature is thought to have
inspired the script logo.

In other words, it ended up being that the owner's signature finally proven to be more recognisable as a
logo than anything created by a trained artist.

The only drawback of the current logo displayed in the website is the font of Cadbury compared to joy
deliveries can be a bit larger to identify brand by it’s name rather the tag line.

BRAND COLOURS:

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The color pallet is chosen as a tribute to queen Victoria. The shades blend well with one another but they
are not equally spread throughout the website, the major part of the footer is white whereas the main page
is mostly covered with violet and gold the reason being for the score 8.

TYPOGRAPHY:

The main fonts used by the Cadbury is “Poppins” throughout the site. Whereas, the font used for designing
the logos on the chocolate wrappers are decorative, serif and sans serif. The weight of the same fonts
changes throughout to create different effects. The font weight is very less on few web pages like blogs
which reduces the text emphasis.

IMAGES/VIDEOS/GRAPHICS

The images in the website are very attractive and also very interactive with buttons like order now.

There are very few or almost no videos on the website also the images are very static so we can make them
carousel to make them more appealing to the viewers or users.

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TEMPLATE/LAYOUT

When you scan the layout of the Cadbury personalize your product we can see that the page is dividend
into 4 different sub parts in order to display their products which is very clean and neat and very systematic
to understand and navigate without creating confusion with many sub divisions.

In contrast going to the blogs page layout the information is extremely clustered and it is overloaded.

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UX/UI DESIGN:

The user experience and interaction are the vital part of any website. It says how easy any layman can use
the website in the simplest terms.

The user experience is comparatively good on a desktop or laptop comparing to any mobile device.

The response time and loading time in the mobile is comparatively more. The page scroll performance can
be made better by considering making touch and wheel event listeners “passive”

Users pay real money for large network payloads, and long load times are strongly connected with them.

When headings are arranged correctly and do not skip levels, the semantic structure of the website can be
understood and navigated more easily with the aid of assistive technologies. Links can have some
descriptive texts.

The UI/UX of Cadbury are good enough but there is a lot of scope for the improvement in many technical
aspects.

EASY NAVIGATION:

Increases visit duration: A user-friendly website may tempt visitors to stay on it longer, browse around
more, and discover more about the company. In contrast, a site that is challenging to use may tempt visitors
to "bounce," or view just one page before going on to another.

The navigation in Cadbury website is very smooth .

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EASY TO READ AND UNDERSTAND CONTENT:

The content that is mentioned on the website is what makes the user interaction time high.

We can see that the contents in the blogs are really interesting and exciting for the users.

Other than that the personalized availability of the products is also very easy to understand.

CONTACT US PAGE

The contact us page is one of the most important pages for retaining the existing customers and also
conversion for the new customers. The design of contact us page does not stand out in Cadbury website
and also it is not well designed in symmetry.

The captcha used is also very chaotic and not user friendly to report a query.

CLEAR CALL TO ACTION

The call to action is a crucial component of a webpage since it serves as a guidepost for the user, telling
them what to do next. A user may not be aware of the next actions to take to make a purchase or sign up
for a newsletter without a clear CTA, and they may abandon the website before completing their goal.

A user in Cadbury website has given a clear picture of what is to be done after entering the website for the
user but in a text format ,it would be more easy if the info was provided in the form of infographics and
video formats.

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RICH MEDIA

A digital advertisement is referred to as "rich media" if it has cutting-edge features like video, audio, or
other components that entice viewers to interact and engage with the material. Rich media advertising offer
more opportunities to engage an audience with an advertisement than text ads or display ads, which both
sell via the use of words and images.

The overall score of the website audit of Cadbury is 106 out of 120 which is a decent enough score saying
that the website is ranked well but also has scope for improvement under various aspects.

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 6.USE OF ARTIFICAL INTELLIGENCE AND MACHINE LEARNING

Cadbury has entered the world of brand exploration using machine learning (ML) and artificial intelligence
(AI) to create interactive commercials.

The chocolate manufacturer Cadbury is renowned for inspiring and wildly successful advertising efforts in
India. With its creative, thoroughly researched, and relatable advertisements that connect with Indian
consumers, Cadbury has succeeded in touching the hearts of millions of people in India, whether it be the
"Kuch Meetha Ho Jaae" slogan or the "Pappu Pass Ho Gaya" campaign.

The corporation has chosen to focus on a topic that is dear to the hearts of many people across the country
this Diwali: the loss of income and employment due to the Covid-19 outbreak. And for the promotion, the
business turned to none other than Bollywood superstar Shah Rukh Khan. The "NotJustACadburyAd"
campaign enables small-town shop owners to collaborate with Shah Rukh Khan to make a free
advertisement for their establishments.

The advertisement, which aims to aid small-business owners in India who were severely affected by the
pandemic, enables anyone to make an advertisement for their neighbourhood shop and use Shah Rukh
Khan's voice and face to promote their brand without having to pay for endorsements.

Given their consent to submit some basic information about their business, viewers can utilise artificial
intelligence (AI) to generate their own bespoke adverts through a special website. Then, according to
Cadbury, AI and machine learning are used to reproduce Khan's face and voice so that it appears as though
the actor is uttering the name of the neighbourhood shop or brand.

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HOW DOES IT WORK?

The Cadbury website states that Rephrase.ai was a partner of the business. The latter was an expert in using
AI techniques and synthetic narrators to produce lifelike, "studio quality," advertising.

Even though the advertisement has garnered a lot of positive attention on social media, some users have
questioned whether it might be endorsing deep fakes. Since deep neural networks are frequently used by
AI to make synthetic movies, the advertisement itself could be compared to a deep fake.

For Rephrase.ai, the Diwali campaign has generated a lot of interest in what they do and resulted in more
queries for similar ad campaigns, said CEO Ashray Malhotra. The firm is working on another campaign of
the same magnitude that is expected to be released in the next few days.

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 7. ANALYSIS AND INTERPRETATION
The customer segment of Cadbury is broken down as follows

CADBURY’S DIGITAL MARKETING HIGHLIGHTS

INSTAGRAM
Every Cadbury product has a unique Instagram account. This enables companies to keep their marketing
efforts more narrowly targeted at that particular product and in line with the consumers of it. Each account
has a unique appearance, colour scheme, and content.

The engagement rate on Instagram over the year is shown below

On an average, Cadbury Dairy Milk Silk posts on Instagram get 1000 likes and 14 comments.

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 Enagement rate
12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
Cadburydairymilkin Cadburydairymilksilk oreo

FACEBOOK INSIGHTS
These were the tendencies they saw after their campaign on Facebook, according to a research by Medium:

• Awareness in the forefront of people's minds increased by 5.8%.

• Just Facebook by itself increased brand attention by 5.1%.
• TV reach increased by 5.7%.
• The number of persons watching light television has increased by 8.1%.
• 2.8% more people are becoming conscious naturally
• Spending on Facebook ads has grown by ten.

YOUTUBE INSIGHTS
The YouTube content has not been consistent and so are the figures of video views and subscribers.
YouTube is doing an amazing job with respect to views and a moderate job with respect to the
Subscribers. YouTube promotes inclusiveness by releasing the same video in different languages.

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CADBURY’S WEBSITE AUDIT HIGHLIGHTS

However, Cadbury does not have a website with the same name as its domain. Mondelez International, its
parent firm, only has a section dedicated to it. The website must also be optimized in order to appear first
on Google’s Search Engine Results Page (SERP).

Popular companies like Dairy Milk and Oreo do not have their own websites. A distinct website for the
brand allows individuals to learn more about the products while also increasing transparency between the
company and its customers.

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As the above tables display average engagement rate of all the social media in the span of 7 and 30 days.
respectively. We can see that Instagram has highest engagement rate which means it’s a better platform for
Cadbury to market their product through Instagram following with Facebook.

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 8.CONCLUSION

BUILDING BRAND LOVE WITH DIGITAL CONTENT: CADBURY

To engage consumers, Cadbury is producing short film series as digital content. As opposed to the typical
marketing message, companies strive to create richer experiences for customers by concentrating on deeper
and more meaningful interactions with them.

There are several useful lessons for companies in the Cadbury marketing approach. It demonstrates how a
strong connection with customers can be formed when quality, innovation, and distribution work together.
A single thing that continues to expand throughout time and seamlessly pass from one generation to the
next.

A RESEARCH’S INSIGHTS ON CADBURY MARKETING

The findings of a study that assessed the cross-media effectiveness of Cadbury's most recent Dairy Milk
campaign have been made public by market research firm GfK NOP. The study proved the effectiveness
of internet advertising and its capacity for generating significant returns on investment.

Using the MEP (Media Efficiency Panel), a joint venture between GfK NOP and Kantar WorldPanel in the
UK, Cadbury's Dairy Milk campaign was assessed.

PHD created and purchased the campaign, which used both TV and web channels to carry out a highly
effective campaign. The online portion of the campaign delivered more than £2 of short-term sales for
every £1 spent. The real success story for Cadbury was their use of YouTube Promoted Videos which
delivered three times the return on investment.

With only 7% of the money, the online component of the campaign worked hard to generate 20% of the
sales related to advertising.

With the younger customers who were Cadbury's target market, the advertising was even more successful.
This population was more effectively targeted online (48%) than through television (46%), and once
exposed, online advertisements had a bigger impact on boosting sales than television. In actuality, two
thirds of the sales connected to advertising within this group were delivered online. In order to effectively
and affordably reach their target demographic, Cadbury worked hard online.

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The success of the online part of the campaign was also very much driven by the use of YouTube Promoted
Video. YouTube Promoted Video alone delivered an impressive 14.5% additional reach to TV and
exposures were measured to be particularly impactful in driving sales. This demonstrates that well planned
online campaigns with engaging creative can complement TV.

Cadbury is the best example to prove digital platforms can be used alongside traditional media to
really optimise the efficiency of campaigns.

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 9.REFERENCES

• https://www.instagram.com/cadburydairymilkin/?hl=en
• https://www.instagram.com/cadburydairymilksilk/?hl=en
• https://www.speakrj.com/audit/report/cadburydairymilkin/instagram/mentions-
hashtags#content
• https://www.speakrj.com/audit/report/cadburydairymilksilk/instagram/future-
projections#content
• https://startuptalky.com/cadbury-marketing-campaigns/
• https://www.linkedin.com/pulse/marketing-strategy-made-cadbury-worlds-2nd-largest-brand-
arora-
• http://www.digitaltrainingacademy.com/casestudies/2012/03/digital_vs_tv_spend_cadburys_o.p
hp
• https://www.spiceworks.com/tech/innovation/articles/traditional-to-digital-marketing-lessons-
to-learn-from-legacy-brands/
• https://www.facebook.com/cadburydairymilksilk/
• https://www.facebook.com/cadburycelebrations/
• https://www.cadburygifting.in/
• https://www.youtube.com/watch?v=z_OtC06ndUE
• https://twitter.com/dairymilkin

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