CADBURY DAIRY MILK

BY NEHA AGARWAL

CADBURYINDIA

History

It introduced in 1905 but came to india 1948 Cadbury creates a global powerhouse in snacks, confectionery and quick meals. It is world largest company,making delicious products around countries with 140,000 employees and having operations in more than 70 countries. It operates 4 categories confectionary,milk food drinks candy and gum.key brands in india 5 star,perk, eclairs, celebrations

CADBURY DAIRY MILK

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

Popular in india and around the world Dairy milk alone holds 30% value share of the indian chocolate market . Main marketing strategy used: advertisements. With new campaign in place cadbury stepped up its advertising spend nearly rp 40 crore.

CADBURY DAIRY MILK

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

Market share

Cadbury dominates the chocolate market in India with a 70% share of the market. Cadbury Dairy Milk is its largest chocolate brand which accounts fro a third of every chocolate bar consumed.

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 90s

Campaign: Khanewalon ko khane ka bahana chahiye. Target: total market

CADBURY DAIRY MILK

More recently

Campaign: kuch metha ho jaye. Target: to associate Cadbury with celebratory occasion.

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Campaign: pappu pass ho gaya.

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

Compaign Shubh arambh

Target based on indian tradition having something sweet before any auspicious accasions with the belief that it leads to a favourable outcome

CADBURY CHOCOLATES
NEW IN MARKET

Products: Dark chocolate Dry fruit collection for diwali. Celebrations , crackle, bournville dairy milk silk Target: Dairy Milk as a gift.

Different packging