CADBURY DAIRY MILK BY DEEPTHI THOMAS CADBURYINDIA CADBURY

CADBURY DAIRY MILK BY DEEPTHI THOMAS

CADBURYINDIA

CADBURY DAIRY MILK n Dairy Milk is a brand of chocolate bar made by Cadbury. n Popular in both the United Kingdom and around the world. n Introduced in 1905, but it came to India in 1948. n n Dairy milk alone holds 30% value share of the Indian chocolate market. Main marketing strategy used: Advertisements

CADBURY DAIRY MILK NEED FOR MARKETING n Strong brands are very important in the chocolate confectionery market. n Almost 80% of chocolate purchases are made on impulse. n Consumers use brands and packaging to recognize products quickly and reduce perceived risks when purchasing a newly launched brand.

CADBURY DAIRY MILK TARGETED CUSTOMERS The targeted customers of Diary Milk has been changing from time to time and advertisement to advertisement.

CADBURY DAIRY MILK A FEW ADVERTISEMENTS n n The ‘Real Taste of Life’ with the girl dancing on the cricket fields. The message: ‘Dairy Milk is for enjoyment’

CADBURY DAIRY MILK During late 90’s n n Campaign: ‘Khanewalon ko khane ka bahana chahiye’. Target: widening chocolate consumption among the masses

CADBURY DAIRY MILK More recently n n Campaign: ‘kuch metha ho jaye’. Target: to associate Cadbury with celebratory occasion.

CADBURY DAIRY MILK n n Campaign: ‘pappu pass ho gaya’. Target: encourage those who have pass the exams to celebrate with Dairy Milk.

CADBURY DAIRY MILK n Campaign: ‘Miss Palampur’ n Target: Focusing on the adults.

CADBURY DAIRY MILK NEW IN MARKET Products: Dark chocolate Dry fruit collection for diwali. Target: Dairy Milk as a gift.

CADBURY DAIRY MILK n Conclusion The prospective customers of Cadbury Dairy Milk have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.

SOURCES n n Cadburyindia. com Myiris. com

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