cadbury dairy milk1

HISTORY Launched of dairy milk : June 1905 Mfg By : CADBURY INDIA LTD.

19,bhulabhai desai road, mumbai 400 026

FOUNDER : John cadbury.

Dairy Milk is a brand of chocolate bar made by Cadbury.

Popular in both the United Kingdom and around the world.

Introduced in 1905, but it came to India in 1948.

Dairy milk alone holds 30% value share of the Indian chocolate market.

Main marketing strategy used: Advertisements

NEED FOR MARKETING Strong brands are very important in the

chocolate confectionery market. Almost 80% of chocolate purchases are made

on impulse. Consumers use brands and packaging to

recognize products quickly and reduce perceived risks when purchasing a newly launched brand.

NEW IN MARKET

Products: Dark chocolate Dry fruit collection for

diwali.Fruit and nut.Dairy milk silk.

Target: Dairy Milk as a gift.

Strength Weaknesses Opportunities Threats

TARGETED CUSTOMERS

The targeted customers of Diary Milk has been changing from time to time and advertisement to advertisement.

A FEW ADVERTISEMENTS

The ‘Real Taste of Life’ with the girl dancing on the cricket fields.

The message: ‘Dairy Milk is for enjoyment’

During late 90’s

Campaign: ‘Khanewalon ko khane ka bahana chahiye’.

Target: widening chocolate consumption among the masses

More recently

Campaign: ‘kuch metha ho jaye’.

Target: to associate Cadbury with celebratory occasion.

Campaign: ‘pappu pass ho gaya’.

Target: encourage those who have pass the exams to celebrate with Dairy Milk.

Campaign: ‘Miss Palampur’

Target: Focusing on the adults.

Product Price Promotion Place People Process Physical Evidence

Conclusion

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

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CADBURY INDIA