PRACTICAL NO.

Que. visit any website of FMCG organization, study its marketing mix with
respective product or price and submit a report.

Ans.

Marketing Mix of Dairy Milk – Dairy Milk Marketing Mix

Dairy Milk is owned, produced and marketed by Cadbury in the global market and
by Hershey Company in the United States. It is a confectionary and is associated with
the food industry. It was introduced to the consumer market in the year 1905 by
Cadbury Company in the United Kingdom and later its products were sold globally
because of its immense popularity. Dairy Milk In the year 2014, was ranked as the best
chocolate bar in the United Kingdom. Some of its competitors are as follows-

• Amul Chocolates
• Nestle
• Ferrero Rocher

❖ Product in the Marketing Mix of Dairy Milk:

Dairy Milk is the biggest and most accepted chocolate brand in the world. It caters
to every age and class of people.

It has positioned itself as something sweet that is necessary for everyone because of
its exquisite taste. Dairy Milk Product line started its first bar with the higher
consistency of milk chocolate. In the year 1926, Fruit & Nut was launched as part of its
line and later in the year 1933, it was followed by Whole Nut. Currently, variants of
Dairy Milk include-

• Dairy Milk
• Dairy Milk Big Taste Triple Choc Sensation
• Dairy Milk Big Taste Toffee Whole Nut
 • Dairy Milk Turkish
• Dairy Milk Big Taste Oreo Crunch
• Dairy Milk Bubbly
• Dairy Milk with Crunchie Bits
• Dairy Milk Freddo
• Dairy Milk Roast Almond
• Dairy Milk Crackle
• Dairy Milk Fruit and Nut – made with almonds and raisins
• Dairy Milk Caramel
• Dairy Milk Puddles Mint
• Dairy Milk Little Bar
• Dairy Milk Whole Nut- made with hazelnuts
• Dairy Milk Ritz- introduced in the United Kingdom in the year 2014 and
includes Salty-Ritz crackers

❖ Place in the Marketing Mix of Dairy Milk:

Cadbury Dairy Milk is a global brand with its products sold in several countries
like France, China, Brazil, Russia, Canada, Italy, India, United Kingdom and Pakistan.
Manufacturing of different varieties of Dairy Milk takes place in Poland, France and
Ireland.

Cadbury started marketing its products in India in the year 1948 and presently
owns four sales offices and five manufacturing-offices. Dairy Milk has
an intensive policy for distribution of its products and hence has created a capable and
efficient transportation chain. The product is easily available in any grocery store,
corner stores, convenience store, discount store and supermarket.

❖ Price in the Marketing Mix of Dairy Milk:

Cadbury has several products in the market to meet expectations of its

customers. The company believes in providing the best possible product at moderate
cost so that it seems affordable to every customer. All the products have value-
added pricing strategy and hence are priced differently. Dairy Milk has enjoyed the
trust of millions and it is reflected in the company’s sales figures.

Huge turnovers have resulted in good profits and lead to its number one
position. Qualitative products and reasonable pricing policy have helped Dairy Milk to
satisfy new customers and maintain the loyalty of older ones. The company has also
adopted a competitive pricing policy and has kept its prices at par with rival companies.

❖ Promotions in the Marketing Mix of Dairy Milk:

Dairy Milk has a global presence and to maintain its position as number one in
consumer market the brand has taken several steps. It has launched various promotional
activities that will help in creating further brand awareness. Its purple packaging is
iconic and easily distinguishable. Its commercials are catchy and are aired on television
and radio. Ads are also displayed in magazines and newspapers. Social media has also
been roped in to promote its products.

Indian actor Amitabh Bachchan has been associated with Dairy Milk for a long
time. Koch Meath Ho Jaye has been one of the most popular and highlighted slogans
of Dairy Milk. Dairy Milk has designed a customer-driven strategy and targeted kids,
women and also men as their customers. It is a sweet dish for everyone, is the mantra
of this brand. Dairy Milk has an intimate association with milk and it reflects in most
of its slogans and advertisements. In the year 2007, a campaign titled Gorilla was
premiered at Big Brother finale and became a success story.