Presentation On Successful

Strategy
Cadbury Dairy Milk

Presented By – Amutha .S.G

Roll No (4)
 Introduction
• The story of Cadbury Dairy Milk started way
back in 1905 at Bourneville, U.K., but the
journey with chocolate lovers in India began in
1948.
• The pure taste of Cadbury Dairy Milk is the
taste most Indians crave for when they think of
Cadbury Dairy Milk.
• The variants Fruit & Nut, Crackle and Roast
Almond, combine the classic taste of Cadbury
Dairy Milk with a variety of ingredients and
are very popular amongst teens & adults.

• Recently, Cadbury Dairy Milk Desserts was

launched, specifically to cater to the urge for
'something sweet' after meals.
• Cadbury Dairy Milk has exciting products on
offer - Cadbury Dairy Milk Wowie, chocolate
with Disney characters embossed in it, and
Cadbury Dairy Milk 2 in 1, a delightful
combination of milk chocolate and white
chocolate. Giving consumers an exciting
reason to keep coming back into the fun filled
world of Cadbury.
• Cadbury Dairy Milk has been the market
leader in the chocolate category for years. And
has participated and been a part of every
Indian's moments of happiness, joy and
celebration.
 MISSION

• To create and sustain flourishing communities

where people choose to live.
• By promoting new social housing of good
quality which enhances the environment.
• By managing housing stock and estates to the
highest standard for all residents.
• By encouraging residents to share in decisions
affecting their communities.
 VISION

• Promotion of brands carrying mass franchise

without compromise on quality or margins.
• Increasing the market depth including rural
India’s coverage. (so far in case of chocolates,
rural areas are not covered)
• Better product quality and packaging.
 Successful Strategy
The Task:
In 2005 the task before Cadbury Dairy Milk was to
increase its consumer franchise.
 The Strategy:
• The task was to get the youth audience to adopt Cadbury
Dairy Milk in the sweet eating or " muh meetha karna"
moments

• The campaign of " Jab Pappu Pass Ho jaye, Kuch

Meetha Ho jaye" captured the thought of celebrating a
moment of delight with Dairy Milk.

• A campaign was built around the idea of how "pappu"

celebrated passing his exams with Dairy Milk.
 The Media:
• A multi-media campaign was launched on TV,
Internet, Radio and Outdoor
• The key was how do own the moment of " pappu
passing his exams" in the media space
• An innovative tie -up with Reliance web world was
executed, wherein students across 66 examination
boards across the company could access their results
on R world through their Reliance mobiles. If they
passed a message congratulating them on their
moment of delight from Dairy Milk was displayed
• The Results: The activity contacted 20 MN students
across the country and was awarded a Bronze Lion at
the Cannes Media awards in 2005
Thank You