consumer behavior
DESCRIPTION
Cadbury CaseTRANSCRIPT
INTRODUCTION• 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
Campaigns
• Real Taste of Life
'Pappu Paas Ho Gaya‘
'Kuch Meetha Ho Jaye'
Change Perception• Chocolate treated as Low Fat, High Energy Value
• Tooth Friendly
• Low Sugar
• Fat Free
• Made using Highest standard of Hygiene and
• Supplementary diet (any time any where..)
• Better substitute to adulterated sweats (laddo, gajak, gud)
Amitabh – A Brand
• Being great image amongst all age groups (Old, adult, child).
• Renowned celebrity in both rural as well as urban areas.
• Noncontroversial image globally.• Connects well with all audience.
• As per our analysis current campaign “Real Taste of Life ” is not very effective.
• It does not connect well with rural population.• To get involve
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