Transcript CADBURYINDIA - Deepthi Thomas / FrontPage

CADBURY DAIRY MILK
BY
DEEPTHI THOMAS
CADBURYINDIA
CADBURY DAIRY MILK

Dairy Milk is a brand of chocolate bar made by Cadbury.

Popular in both the United Kingdom and around the world.

Introduced in 1905, but it came to India in 1948.

Dairy milk alone holds 30% value share of the Indian
chocolate market.

Main marketing strategy used: Advertisements
CADBURY DAIRY MILK
NEED FOR MARKETING
 Strong brands are very important in the chocolate
confectionery market.
 Almost 80% of chocolate purchases are made on
impulse.
 Consumers use brands and packaging to recognize
products quickly and reduce perceived risks when
purchasing a newly launched brand.
CADBURY DAIRY MILK
TARGETED CUSTOMERS
The targeted customers of Diary Milk has been
changing from time to time and advertisement
to advertisement.
CADBURY DAIRY MILK
A FEW ADVERTISEMENTS


The ‘Real Taste of Life’ with the girl dancing
on the cricket fields.
The message: ‘Dairy Milk is for enjoyment’
CADBURY DAIRY MILK
During late 90’s


Campaign: ‘Khanewalon ko khane ka bahana
chahiye’.
Target: widening chocolate consumption
among the masses
CADBURY DAIRY MILK
More recently


Campaign: ‘kuch metha ho jaye’.
Target: to associate Cadbury with celebratory
occasion.
CADBURY DAIRY MILK


Campaign: ‘pappu pass ho gaya’.
Target: encourage those who have pass the
exams to celebrate with Dairy Milk.
CADBURY DAIRY MILK

Campaign: ‘Miss Palampur’

Target: Focusing on the adults.
CADBURY DAIRY MILK
NEW IN MARKET
Products: Dark chocolate
Dry fruit collection for diwali.
Target: Dairy Milk as a gift.
CADBURY DAIRY MILK

Conclusion
The prospective customers of Cadbury Dairy
Milk have changed have changed from kids to
adults-including every family member to
celebrate any occasion with Dairy Milk.
SOURCES


Cadburyindia.com
Myiris.com
CADBURY INDIA