Marketing Strategy

of

Submitted to:
Mr. Pradeep Narwal
 Products
Some key products of Cadbury are:
• Cadbury Dairy Milk
• 5 Star
• Perk,
• Éclairs
• Celebrations. 
 Perk
• Introduce in 1996 perk to get global competition.
• First wafer chocolate brand in India.

Promotion: Through Preity Zinta and Genelia D’souza

Target: Youth
Place Targeted: Snacking space
Strength: Strong Brand name, rich product mix
Weakness: Lack of new brands in Perk segments
Opportunity: Indian Market specifically Urban areas
Threats: Stiff competition, Entry of Salted Snacks
 Dairy Milk
• Journey Started in India in 1948.
• Today Dairy Milk alone holds 30% share of chocolate
market.
• One of largest chocolate brands in the country.
Product Line: Dairy Milk Crackle, Fruit& Nut, Roast
Almond, Double Deck, Chunky, Cadbury Dairy Milk Wowie,
Cadbury Dairy Milk 2 in 1
Packaging: Double Wrapped, inside in aluminium foil, outer
cover in purple.
 Promotion:

• Promotion In the early 90's, chocolates were seen as ‘meant for

kids’.
• In the Mid 90's the category was re-defined by the very popular
`Real Taste of Life' campaign, shifting the focus from `just for kids'
to the `kid in all of us'.
• In the late 90's, to further expand the category, the focus shifted
towards widening chocolate consumption amongst the masses,
through the 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign. This campaign built social acceptance for chocolate
consumption amongst adults, by showcasing collective and shared
moments
• More recently, the 'Kuch Meetha Ho Jaaye' campaign associated
Cadbury Dairy Milk with celebratory occasions and the phrase
"Pappu Pass Ho Gaya" became part of street language
 Facts
• Cadbury Dairy Milk emerged as the No. 1 most
trusted brand in Mumbai for the 2005 edition of
Brand Equity's Most Trusted Brands survey.
• One innovative tie -up with Reliance webworld was
executed, wherein students across 66 examination
boards across the company could access their results
on Rworld through their Reliance mobiles. If they
passed, a message congratulating them on their
moment of delight from Dairy Milk was displayed
 Future Plans
• Co Branding cadbury’s and splenda.
• What is splenda?
• It is Sugar free and suitable for people
suffering from diabetes and obesity.
 Cadbury Bytes
• launched in 2004-05
• It's a bite sized snack with a crunchy wafer and rich
Choco-cream filling.
• Used the tag lines:
– "Bytes Jahaan Public Wahaan!"
– "Snacking ka meetha funda“
 Swot Analysis
By entering a foreign market the company could:•
• Maintain a stable growth of a company by maximising
the use of its production capacity and which increases
economies of scale.
• With its brand name, Cadbury could counterattack the
competitors it faces in the domestic market by
attacking their domestic market.
• Keep up with the financial strength by increasing its
sales and profit.
Thank You