CADBURYINDIA - Deepthi Thomas / FrontPage
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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