CADBURY DAIRY MILK BY BY DEEPTHI THOMAS DEEPTHI THOMAS.

CADBURY DAIRY MILKCADBURY DAIRY MILK

BYBY DEEPTHI THOMASDEEPTHI THOMAS

CADBURYINDIACADBURYINDIA


Dairy Milk is a brand of chocolate bar made by Cadbury.Dairy Milk is a brand of chocolate bar made by Cadbury.

Popular in both the United Kingdom and around the world.Popular in both the United Kingdom and around the world.

Introduced in 1905, but it came to India in 1948.Introduced in 1905, but it came to India in 1948.

Dairy milk alone holds 30% value share of the Indian Dairy milk alone holds 30% value share of the Indian chocolate market.chocolate market.

Main marketing strategy used: AdvertisementsMain marketing strategy used: Advertisements


NEED FOR MARKETINGNEED FOR MARKETING Strong Strong brands brands are very important in the chocolate are very important in the chocolate

confectionery market. confectionery market. Almost 80% of chocolate purchases are made on Almost 80% of chocolate purchases are made on

impulse. impulse. Consumers use brands and packaging to recognize Consumers use brands and packaging to recognize

products quickly and reduce perceived risks when products quickly and reduce perceived risks when

purchasing a newly launched brand.purchasing a newly launched brand.


TARGETED CUSTOMERSTARGETED CUSTOMERS

The targeted customers of Diary Milk has been The targeted customers of Diary Milk has been changing from time to time and advertisement changing from time to time and advertisement to advertisement.to advertisement.


A FEW ADVERTISEMENTSA FEW ADVERTISEMENTS

The ‘Real Taste of Life’ with the girl dancing The ‘Real Taste of Life’ with the girl dancing on the cricket fields.on the cricket fields.

The message: ‘Dairy Milk is for enjoyment’The message: ‘Dairy Milk is for enjoyment’


During late 90’sDuring late 90’s

Campaign: ‘Khanewalon ko khane ka bahana Campaign: ‘Khanewalon ko khane ka bahana chahiye’.chahiye’.

Target: widening chocolate consumption Target: widening chocolate consumption among the massesamong the masses


More recentlyMore recently

Campaign: ‘kuch metha ho jaye’.Campaign: ‘kuch metha ho jaye’.

Target: to associate Cadbury with celebratory Target: to associate Cadbury with celebratory occasion.occasion.


Campaign: ‘pappu pass ho gaya’.Campaign: ‘pappu pass ho gaya’.

Target: encourage those who have pass the Target: encourage those who have pass the exams to celebrate with Dairy Milk.exams to celebrate with Dairy Milk.


Campaign: ‘Miss Palampur’Campaign: ‘Miss Palampur’

Target: Focusing on the adults.Target: Focusing on the adults.


NEW IN MARKETNEW IN MARKET

Products: Dark chocolateProducts: Dark chocolate

Dry fruit collection for diwali.Dry fruit collection for diwali.

Target: Dairy Milk as a gift.Target: Dairy Milk as a gift.


ConclusionConclusion

The prospective customers of Cadbury Dairy The prospective customers of Cadbury Dairy Milk have changed have changed from kids to Milk have changed have changed from kids to adults-including every family member to adults-including every family member to celebrate any occasion with Dairy Milk.celebrate any occasion with Dairy Milk.

SOURCESSOURCES

Cadburyindia.comCadburyindia.com Myiris.comMyiris.com

CADBURYCADBURY INDIA INDIA

CADBURY DAIRY MILK BY BY DEEPTHI THOMAS DEEPTHI THOMAS.

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Transcript of CADBURY DAIRY MILK BY BY DEEPTHI THOMAS DEEPTHI THOMAS.