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

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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 Diary Milk has been changing from time to time and advertisement to 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. 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. Target: Dairy Milk as a gift.

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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