Your age

16-21 21-26 26-31

31-36 36 1nd above
2* Your occupation

3* Your income
25k-50k 50k-1lac
1lac-1.5lac 1.5lac-2lac
2 lac and above
4* Which media gets your attention?
print radio television
word of mouth
5* how does an advertisement affect you?
recall
positive impression
interest
desire to purchase/explore
6* which form of ad creates a greater impact on you?
just the printed words
words with sound
words with a visual
a moving action oriented ad
picture depicting a scene/story
7* how long does the impact of an advertisement last on you?
few hours one day
one week one month
more than a month
8* does an advertisement urge you to try a new brand?
yes no
9* how often do you buy the same article/garment design as you see in the ad?
always most of the time
sometimes never
10* do you remember the hoardings if these are?
near the residence
places visited frequently
on the way to work
 bus stand
11* you prefer reading which newspaper?
the times of india hindustan times
the hindu the indian express
the pioneer
12* have you ever used discount coupons printed in magazines/newspaper/magazine?
yes no
13* how much time you spend on watching tv per day?
0 hour 1-2 hour
3-5 hour more than 5 hours
14* which aspect of television ad is important to you?
models background theme
punch line caption photography
15* does the picture of a famous personality in the tv ad make you think that?
the product is of high quality
it must be expensive
the company must be big
the brand is facing intense competition
it does not affect you
16* how often do you listen to the radio?
everyday
only while travelling/driving
occasionally
rarely
17* do you find radio ads attractive?
yes no
18* does FM radio advertisement create an urge in you to try the brand?
strong influencer
keep the name at the back of mind
does not matter
19* do you refer to your friends and family before trying a new brand?
yes no
20* do you share and do your friends/family share shopping experiences?
always sometimes occasionally
never
21* what is shared?
 product
price
location
competence/courtesy of the shop personnel
buying experience
22* are you aware of the brand ‘MADAME’?
yes no yes no
23* among the following which one dou you prefer?
madame w rage les femme
24* what is the reason for preferring a particular brand?
product range
design of products
width and depth of the products
quality
price range

Brand Update : Cadbury Dairy Milk For Shubh Aarambh

Cadbury's Dairy Milk has recently launched a new campaign " Shubh Aarambh" ( meaning
Auspicious Beginning ). The campaign is the refined version of the earlier Payday campaign
which evoked mixed response from the Ad analysts and consumers.

The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The
brand has been trying to position itself as a symbol of enjoyment and celebrations. Indians have
the tradition of sharing sweets on auspicious occasions and also when one initiates a
venture/activity. Whether the activity is small like writing an exam or huge like starting a
company, sharing of sweets is an integral part of the event. The belief is that good things happen
when one starts a venture on a positive note ( like sharing sweets).

Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new
campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and
Auspicious Beginning.
While the previous PayDay campaign was a narrow interpretation of the occasion based
positioning , Shubh Aarambh has given the brand a broad playing ground. In my opinion, the
brand has hit upon a really great Big Idea. The concept is very much Indian and offers huge
opportunity for creatives to weave great stories for the brand.

Watch the launch ad here : Shubh Aarambh

The concept also gels with the brand's tagline " Kuchch Meetha Ho Jaye ". The launch campaign
is targeted at younger generation and hence the brand added a little humor and twist into the
campaign.

Shubh Aarambh is a great idea for this great brand. It will be interesting to see how Dairy Milk
milks this idea to the fullest.

Nestle ad

Nestlé is bringing back one of its most famous advertising characters – the blond-haired,
bespectacled Milky Bar kid – but this time it is seeking “kidults” to play him.

The campaign, which Nestlé says is the brand’s largest ever marketing push, breaks tonight with
a TV commercial featuring a series of men and women hamming it up in the kid’s glasses and
hat. It promotes a new raisin-and-biscuit variant of the Milky Bar, targeted at the adult market.

The marketing push, developed by ad agency Santos, encourages members of the public to
upload their own impersonation of the Milky Bar kid to www.milkybar.co.uk, offering the five
best the chance to appear in an outdoor advertising campaign this October.

The TV campaign will be backed by an outdoor poster campaign and an extensive digital
marketing push.

A “new” Milky Bar kid last appeared in TV advertising three years ago, but Nestlé ran a
montage of classic Milky Bar TV ads last May.

Nestlé targets adults with Milkybar range

Mon, 2 Aug 2010 | By Rosie Baker

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Watch the new Milkybar campaign here

Nestlé is launching its biggest ever marketing campaign to support the launch of its new
Milkybar variant.

The confectioner is launching a white chocolate bar with raisin and biscuit, made with natural
ingredients, to appeal to adults and drive innovation in the white chocolate market.

Milkybar campaign

The launch is being supported by a TV, digital and outdoor campaign inviting adults to become
the Milkybar Kid in the next phase of advertising.

She says the raisin and biscuit bar could potentially lead further product development aimed at
adults from Milkybar.

The white chocolate market is worth £70m and Milkybar is the market leader, with a 60% share.

Michelle Roberts, Milkybar brand manager told Marketing Week: “We’ve not really done
anything with our market leading position so the launch is about the wider appeal of white
chocolate.”

The digital camapaign, which includes an Augmented Reality (AR) application, accounts for
23% of the total marketing spend - the most Nestle has invested in a digital campaign.

As well as the AR app to create a digital audition tape as the Milkybar Kid, there is an iPhone
app which edits an uploaded photo to make the user look lke the iconic cowboy character.

The “Ungrow Up” campaign, created by Santo Agency, breaks on TV on 2 August.

Cadbury launched Dream, a white chocolate bar aimed at adults in 2001, but the bar failed to
have the impact Cadbury hoped for.
Milkybar is the leader in the white chocolate market in India. Launched in 1998, the brand is
now making lot of noise in the media as a part of its repositioning exercise. In a typical market

challenger strategy of Byepass attack, Nestle always avoided

fighting head on with the market leader Cadbury's Dairy Milk.

Nestle chose to attack the market by launching brands like Kit Kat , Munch and Milkybar and
thus create a new market for itself away from the market leader. Milkybar is one of such brands.

Milkybar is a white chocolate. White Chocolates are those which contains Cocoa butter, milk
and sweets and no cocoa solids.

Milk Chocolates are those which contains milk solids in addiction to chocolate. In some reports,
Milkybar is considered as a white chocolate while in some it is referred to as a milk chocolate.
Nestle have anothe milk chocolate brand hence Milkybar can be positively confirmed as a white
chocolate.

When I was indulging in chocolates, milk/white chocolates were a regular part of my indulgence,
especially when bored with brown chocolates.

Although Milkybar was around in Indian market for a while, the brand came into aggressive state
during the relaunch in 2006. During that time, Nestle relaunched the brand on the platform of
healthy chocolate. The chocolate was fortified with calcium and positioned as a chocolate bar for
energy and strength.
"Milkybar gives me power " was the brand's positioning platform.

Milkybar not only created the white chocolate segment but expanded it through product
innovations. The brand launched a soft chewy fudge form of Milkybar branded as Milkybar
Choo. This was a big hit for the kids who loved the soft fudge form of chocolate. The brand also
made itself affordable by pricing the variant at Rs 5.

Currently the brand is running a campaign with a new tagline " Dum hai to bahar nikal " ( if you
have guts, get out and play ) . The brand asks the youngsters to just get out and play.

Watch the campaign here : Dum Hai to bahar nikal

The ad is well made and drives a point. The campaign is backed by events and contests to
reinforce the new positioning.
What is interesting is that the brand is addressing the higher age group of the target segment . I
think that the previous TG audience for Milkybar was the kids of age 5-10 yrs. But the current ad
is targeting pre-teens (8-12).

Milkybar is has competition from Milk Treat from Cadbury's.

Milkybar is a global brand from Nestle's portfolio. The brand was born in 1937. Globally the
brand is positioned towards small kids. The brand have a mascot which is the " Milkybar Kid".
In India, instead of Milkybar kid, we have the picture of cow to reinforce the " Milk " factor.

The positioning of Milkybar was a healthy chocolate works well with parents. I was surprised
when our family doctor suggest that we give milk chocolate to our child rather than the brown
one. As a parent, I am also influenced by the " Goodness of Milk " factor. But often kids prefer
the brown one over the white one.

Milkybar is a nice example of a brand carving a place for itself in a market which is dominated
by an iconic brand. The new positioning may broaden the consumer segment for this brand. But
how the older kids are impressed by the brand is something to watch for.