MARKETING STRATEGIES OF

Presented by: Deepankar Panda Roll no. 177

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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

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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.

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

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A FEW ADVERTISEMENTS


The Real Taste of Life with the girl dancing on the cricket fields. The message: Dairy Milk is for enjoyment

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During late 90s


Campaign: Khanewalon ko khane ka bahana chahiye. Target: widening chocolate consumption among the masses

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More recently


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

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Campaign: pappu pass ho gaya. pappu gaya. Target: encourage those who have pass the exams to celebrate with Dairy Milk.

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Campaign: Miss Palampur Target: Focusing on the adults.

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NEW IN MARKET Products: Dark chocolate Dry fruit collection for diwali. diwali. Cadbury Shots Target: Dairy Milk as a gift. To target a wider span of cost (engulfing (engulfing the change) change)

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

SOURCES
 

Cadburyindia.com Myiris.com

THANK YOU !!!