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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