The Summers of 2019: Marketing at Cadbury

The Summers of 2019 is a series about the various categories of roles offered by companies for summer internships. We bring to you the experiences of interns from Consulting, Finance, Marketing, General Management, Product Management, Operations and E-commerce roles to understand a bit more about their work life. The articles are meant to give the reader a glimpse into the life of an intern, and maybe help the reader understand their own fit in that particular role. 

Contributed by:  Aashritha Rao

Like Kotler said, It is no longer enough to satisfy your customers. You must delight them. My experience of spending the summers at Mondelez International was centered around this very principle. It was an honor to be chosen to intern in the Chocolates Marketing division of this FMCG giant. When you’re working with Cadbury Chocolates, the experience has got to be rewardingly sweet! As a part of my project this summer, I had to devise a marketing campaign to activate two new occasions for Mondelez’s gifting brand – Cadbury Celebrations and execute one of these end-to-end. The project involved understanding the concept of this brand and what it means to its consumers, thoroughly studying the market it plays in and identifying spaces of potential within the two occasions for activation. It was what one would call a ‘core’ Marketing role. One of these two occasions was Eid 2019 and I had the opportunity to work with globally renowned agencies like Wavemaker & Ogilvy to create and execute its digital and media campaigns. What made this experience so rewarding was the opportunity to work on a live project which gave me a hands-on experience of what a career in Marketing would be like. From numerous consumer immersions where you could get the unbiased consumer sentiment to analyzing test prints of your Key Visual on a billboard alongside a busy highway in Mumbai to see if the color scale of the print is in line with the Brand colors, from attending a Pre-Production Meet to understand and discuss budgets, cast, and the Storyboard of the TVC to actually attending a day-long shoot and seeing the storyboard come alive, one shot at a time, this experience was the best Shubh Aarambh I could have hoped for to a career in Sales and Marketing.

Having no prior work experience, I did have my apprehensions on how to conduct myself in a corporate environment. Only after my first week at work did I realize that these apprehensions were without cause. The Marketing function at Mondelez thrives on a delicate mix of creativity and number-crunching in a very casual environment and you needn’t be surprised if a Category head would catch-up with your progress over a sandwich or two. The Mumbai office and Research Development & Quality center are tastefully decorated in the Brand themes with an abundance of Chocolates, Biscuits, Bournvita, and Tang. The work hours are not demanding and the yardstick for the measure of success of any project is Consumer satisfaction, quite in line with what had been taught to us since day one – to empower our consumers to snack right!

Here is a link to the digital film that was a part of my project this summer – Eid 2019

Psst… Yes, it is true. There is a Chocolate room! 😛

Aashritha is a student of the PGP 2018-20 batch at IIM Bangalore.

Media Cell IIMB is the student run outreach and communication committee of IIM Bangalore dedicated to form the bridge within the student community and the outside world.

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