The Bucharest University of Economic Studies

Faculty of Commerce




Milka with pineapple cream
-project-




Coordinator Teacher:
Aldea Victoria



Student:
Cantea Ana
Grupa 321, Seria A







Bucharest
2014



About Milka
Milka is part of Mondelez International. It was founded in 1901 by the famous
confectioner Philippe Suchard. Today Milka is one of the leading brands for chocolate
sweets.
The name- a combination of two German words Milch (milk) and Kakao (cacaoa)



Why cow?
The milk from alpine cow is better, hence the chocolate will be more tender. Today
the Milka cow is one of the most successful advertising images.
Milkas portofolio has wide variety of products-chocolates (25 g, 100 g, 250 g, 300
g), chocolates limited editions, chocolate biscuits, pralines, ice-creams.
Marketing mix
Product - with the diversity of flavours they can satisfy every target consumer
Place - main buisinesses are in Western Europe, than Eastern Europe, U.S.A, also leadind
positions in Germany, France and Austria
Promotion - Milka organizes events like the fairs participates in sponsorschips, discounts for
sales promotion on holidays
Price - Milka determines price on the basis of competition. The prices are very flexible, a
discount can easily be determined.







Promotional campaign


And this time Milka is giving you the opportunity to do so via its product. How ?
Well..everyone knows that the best square in a chocolate bar is by far the last one. So we took
the last square out every milka bar to give people the choise to claim it back or send it to
someone they care about. All they have to do is to pick up a milka bar in any supermarket,
insert the code print it on the pack and decide if they want their last square back or they want
to send it to someone else. The taste with pineapple cream will give you the right motiv to be
creative. Lets try together the fine taste of Milka chocolate.

Dare to be creative


The idea behind it isnt a million miles from Rolos long-lasting Do you love anyone
enough to give them your last Rolo? strategy. It focuses on the last square of chocolate in a
Milka bar, letting consumers choose whether they want it to be posted to themselves or if
they want to send it to someone that they love.





Flavour


Besides this strategy, we should mention that chocolate will be filled with a new
pineapple cream.
Pineapple Cream Ingredients
Pineapple
Sour cream
Eggs
Sugar
Corn starch
Vanilla sugar
Rum
Method
Pineapple put in blender and mix until a smooth puree. Add the eggs. Then add sugar,
vanilla, cream, rum and starch and mix in blender until smooth very good composition.
Composition bake on low heat until cream turns a golden top. The cream will still be soft
when it out of the oven, so leave it to cool in shape and only then can be removed and
partitioned.














Comparison with other products



Since Cadbury was bought by Kraft Foods in 2010, both brands compete in the same
group. Lots of similarities between Cadbury and Milka: the basic products (milk-chocolate
based), the packaging (purple background, round font), and the love of consumers.

My question is : how do they make themselves different from each other? How can they co-
exist without eating each other out? And, which has the best communication ?

First of all: their products are not that similar.

These last years, Milka has developed its range of products towards more luxurious
products. For example: chocolate mignonettes, and biscuit products. They have also
developed more elaborated products, close in idea to Lindt's famous chocolate. For example,
the tender moments, with chocolate mousse inside the chocolate squares.





Cadbury, besides being the "only company in sweets to commercialize products
from organic agriculture and fair trade" (according to their website) has a more festive range
of products than Milka. But isnt this also linked with the British sweets market, on which
you can find lots of these types of products ? Cadbury is also present on the biscuit market,
with yummy products such as Fingers or Cadbury luxury cookies.

A different positioning
Milka: tenderness (their slogan is "dare tenderness") VS Cadbury's "pump it up" attitude.
These different attitudes are very well conveyed in their publicity.
Milkas publicity is at the image of their positioning: tenderness, always and always.
Even if they use humour, humour is not at all the central value of their ads.
Last year, they tried a new type of publicity by creating the Milka dance. I found that ad
quite deceiving: lots of clichs, a bad music, and its not at all like Milka to do such an ad.
Maybe my opinion on the Milka dance is biased by my personal musical tastes, but I think it
could have been used differently (especially on the official clip of the milka dance, below)
Those dance steps were also relayed to Milka teams (specially ski animation teams)
and they are quite an odd example of communication.
You can see on the following video some ski animators doing the milka dance, so Ill let
images speak for themselves.

A commun element: sports communication
Both brands promote sports but in different ways. Milka: the existence of an official milka ski
team milka ski stars. A team which exists since and has had quite a lot of sportive
achievements (11 Olympic medals for example). When you ski, depending on the resort
youre in, you can see milka cows, or even milka slopes (violet coloured slopes)
Cadbury is the official treat provider to the London 2012 Olympic Games and has launched a
humongous campaign to support the British team for Olympics.






Social media ?
Both brands are present on Facebook, but neither of them has a globally unified
communication. In the case of Cadbury, fan pages are organized around either products (2
051 226 fans for Cadbury crme eggs) or countries (65 384 fans for Cadbury Malaysia). On
the other side, Milka does have an official global page (944 032 fans). But there also exists
other un-official pages, at least 10 of them, and all of them are named "Milka". Quite difficult
then to find your way.


Only Cadbury is present on Twitter, again by product/country division. I also noted
the presence of a Twitter Cadbury friends which shows how much people love Cadbury
chocolate.


Applications and games ?
Milka's use of applications is approximate for the moment, I didn't find (yet) any
really inventive applications.When searching for application, I first found a Spanish one
(Milka oreo, which I understood as a promotion tool), then a Russian one (Milka game). And
after the third trial a French application: Milka Snax buddy. The principle is the following:
you turn on your computer camera, and start chewing. In the same time, the Milka cow will
start chewing.
My conclusions ?
I both love Milka and Cadbury as products but I think that their communication is not equal.
Cadbury's communication has clearly taken a turn with the 2012 London Olympics, which
have dynamized their use of dedicated websites, applications and social media.
Milka's communication around tenderness and a certain point of view on humour could be
well transmitted through their communication. For now I have been quite critical of their

current ads and tools but I think they have the potential of taking a step further into new
technologies devices. The question is: will they do it?


Packaging

Before launching the new product Milka ChocoHearts Kraft Foods needed an
appropriate packaging design.
We developed the design for the classic 100g bars. The attractive product presentation
captivates through a special dynamic, stressing quality and crispness. The dramatisation of
the chocolate pieces stands in conscious contrast to finest creaminess while at the same
time highlighting the flavours visually.
The Milka chocolate packaging is another innovative concept. What is so special
about it is that it doesn't have any aluminum protection layer and it is easy to open. Another
interesting characteristic is that it enables the consumer to closes and open the packaging over
and over again. This packaging device allows Milka to position itself on the snaking market
usually reserved to smaller chocolate bares. The main functions of this packaging is to be
handy, useful and transportable.
The shape will be pineapple.


Name

Sweet Milka






Consumers

The costumer is in the center of Milka strategy. There;s foar dimensions of the
strategy: segmnentation, targeting, differentiation, positioning.
Segmentation
geographicap segmentation
demographical segmentation: segmenting the whole market an age, family life cycle,
income.
Targeting
Target groups: children, teenagers, midlle age people, and mainly families with average
income, everyone who loves the tender taste of the good chocolate.

Price

There is a relation between quality and the price, thats why we should pay four lions.

Slogan

Sweet Milka, dare to be creative