Assignment- 2 Gary Klein Insight

Gary Klein defined Insight as “an unexpected shift in the way we understand things”. So it is
the job of the brands to mesmerize or surprise the customer by their way of seeing the market.
Businesses rely on such insights to shape decisions and trigger innovation.

Dairy Milk, as it is chocolate initially considers it to e something which children can only
consume. Because everybody thinks chocolate is something only children consume. And
initially in every advertisement of Dairy Milk we will see children only consuming the
chocolate but after 1993 when Dairy Milk re launched itself with a different positioning. In
1993 Dairy Milk came up with advertisement where a girl was eating chocolate in the cricket
stand and then she came into ground dancing showing that there is no age to eat chocolate.
Dairy Milk realized that before they were targeting a niche market that is children were as
they had opportunity to invade the whole market because they thought why chocolate is for
only children.

With this advertisement they made their insight clear that chocolate is something that
everyone can have be it a 4 year boy or a 70 year old man. There is no age to eat chocolate.

And now also we will see that Dairy Milk has also trying to replace sweets such as ladoos
and etc. We all have their Diwali pack of Dairy Milk(Celebration).With the tag line “Kuch
mitha ho jaye”.

Bobby Rajak- 36009